Google and Twitter Team Up Whilst Facebook Forces Ads on Businesses
A Social Media Frontiers Guest Publication
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| marketingland.com |
Twitter Teams Up With
Google
According to Bloomberg,
Twitter has reached a deal with Google that means tweets will be searchable via
the search engine. This isn’t the first partnership of its kind, but it is set
to be the most significant. Similar deals have been struck in the past with
Bing and Yahoo, but given that Google currently commands 75% of the search
market, this is a much bigger deal.
This data-sharing agreement allows tweets to be fed into Google’s
system in real real-time, rather than the engine having to crawl webpages one
by one like other websites. Twitter CFO Anthony Noto believes that the new
feature will make Twitter more visible to people who don’t spend time on the
site, and engineers are already working to bring the two systems together.
Facebook Reduces Organic Reach
Though many marketers have seen it coming for quite some
time, Facebook has now changed its algorithm to cut down on “promotional
content” that appears in a user’s News Feed. Whilst this may seem like a
positive for those who use the network, for businesses it means that you must
pay in order to reach you’re following.
This is a harsh reminder that the social media giant still
controls the reach and effectiveness of your Facebook Page. Your Facebook following is effectively not truly
yours, but rented. However not all is lost, as brands can still generate ROI
that continues to stretch far wider than print, TV and banner ads, but only if
they continue embrace the new rules.
Whilst this could be seen as a controversial move, it seems
Facebook is not worried about criticism and it moves full steam ahead by
improving its advertising offering. Most recently, Facebook’s new ‘Ad
Relevancy’ update scores each campaign on a scale of 1-10, giving you
feedback on your
promotions.
promotions.
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| razoofoundation.org |
Image Content Less Valuable On Facebook
Once deemed the best way to engage your audience, image
content is now social media users’ least favoured medium according to a new
study by SocialBakers,
the same company that declared images to be “king on Facebook” less than a year
ago.
SocialBakers’ data found that video is now the most popular,
with an organic reach of 8.7%, closely followed by link and plain text posts
that scored 5.3% and 5.8% respectively.
In light of this research, data
released by Facebook recently revealed that 50% of daily users in the US
watch at least one video every day. In fact, Facebook has even gone so far as
to steer market share away from YouTube when it comes to video consumption.
It’s difficult to determine the next steps of these social
giants, though it’s definitely evident that we’re looking at marketers forking
out more to make their mark on their target audience online.
Joseph Hill
Joseph works in digital
marketing at Search Laboratory. He believes that by combining both Content Marketing, Social Media
and Public Relations you can get the most from your online marketing.
Google and Twitter Team Up Whilst Facebook Forces Ads on Businesses
Reviewed by Unknown
on
Tuesday, March 10, 2015
Rating:
Reviewed by Unknown
on
Tuesday, March 10, 2015
Rating:
Unknown
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