Social Media

Instagram egg is worth “at least $10M”

Some days… I just don’t know… wow.

Marketers, however, are taking the bait. Nik Sharma, the head of DTC at VaynerMedia, told The Atlantic, “being the first brand to crack out of the egg is worth at least $10 million.” He went on to say that businesses, in fact, should “spend on the egg instead of the Super Bowl.” Read that again, because that’s a quote a supposedly human being made about a picture of an egg!

Source: VaynerMedia exec: Instagram egg is worth “at least $10M”

Facebook’s Internal Politics and External Ramifications

Mr. Kaplan balked when briefed on internal Facebook research that found right-leaning users tended to be more polarized, or less exposed to different points of view, than those on the left, according to people familiar with the analysis. That internal research tracks with the findings of academic studies.

— Read on www.wsj.com/articles/facebooks-lonely-conservative-takes-on-a-power-position-11545570000

Why people quit Facebook

Eric Baumer, an assistant computer science professor at Lehigh University, has found in his research on Facebook “non-use” that people who cite concerns about data privacy in relation to corporations or the government as their main reason for quitting are likely to stay away from the site. Meanwhile, those who wanted privacy from people they know online are more likely to return. “Oftentimes questions about why people should delete their Facebook accounts are framed in terms of privacy,” Baumer said. “However, that single word glosses over a lot of complexity.”

— Read on slate.com/technology/2018/12/delete-facebook-movement-lessons-on-quitting.html

Instagram Party Accounts

Only a matter of time before us 40-year-olds start spinning up Instagram party accounts (just like we took over Facebook)!…

While Facebook event pages make clear who their organizers are, Instagram party accounts frequently don’t divulge that information. The anonymity of a party page allows for plausible deniability if the account gets discovered by a parent. If a party you spent weeks hyping up on Instagram gets out of hand, you can simply “be like, ‘Yeah, I had friends over and more people came,’” says Brown.

Source: What Is an Instagram Party Account? – The Atlantic

NASCAR’s Social Media Leaderboard

Marketing and NASCAR are two of my longtime passions (lots of overlap on that Venn Diagram)… so I couldn’t resist sharing these stats.

Interesting to note that Danica retired from NASCAR after this year’s Daytona 500… that doesn’t say very good things about the health of the sport from a marketing perspective.

Kyle Busch led all drivers in engagements and total video views, with Danica Patrick coming in a close second. Busch and Patrick are both sit near the top in nearly every category.

Source: NASCAR’s Social Leaderboard: How the Top Drivers Stack Up | opendorse

“Everything that rises must converge”

Twitter, and social media in general, is a harsh lover. I’ve heard similar laments from other Twitter personalities and I think we’re reaching a tipping point…

“Translating the essence of who you are into a digestible product is a strange way to live, especially when you’re a young adult and your sense of self is in flux. It was never my main intention to peddle my personality for a living, but in the era of social media, the personal brand reigns supreme.”

Via First Twitter Gave Me Power. Then I Felt Hopeless by Eve Peyser on Vice

Walking Away from $850 Million

Fascinating story of morals, standing up for your beliefs, and watching others ruin what you created…

Under pressure from Mark Zuckerberg and Sheryl Sandberg to monetize WhatsApp, he pushed back as Facebook questioned the encryption he’d helped build and laid the groundwork to show targeted ads and facilitate commercial messaging. Acton also walked away from Facebook a year before his final tranche of stock grants vested. “It was like, okay, well, you want to do these things I don’t want to do,” Acton says. “It’s better if I get out of your way. And I did.” It was perhaps the most expensive moral stand in history. Acton took a screenshot of the stock price on his way out the door—the decision cost him $850 million.

— Read on www.forbes.com/sites/parmyolson/2018/09/26/exclusive-whatsapp-cofounder-brian-acton-gives-the-inside-story-on-deletefacebook-and-why-he-left-850-million-behind/amp/

Instagram is Dead

For starters, this is the end of Instagram as we know it. Systrom and Krieger were deeply involved in day-to-day product decisions, and retained an unusual degree of autonomy over the company. For years, they were careful to the point of being obstinate. Even as they began to expand Instagram’s suite of offerings, they remained deeply cautious. (Features for creating groups of “favorites” and a standalone messaging app have been in testing for 15 months and 10 months, respectively.)

— Read on www.theverge.com/platform/amp/2018/9/25/17903556/instagram-founders-quit-kevin-systrom-mike-krieger-facebook

74% of Facebook users say they have changed their usage in the past year

Wow, these are astonishing numbers…

Around four-in-ten (42%) say they have taken a break from checking the platform for a period of several weeks or more, while around a quarter (26%) say they have deleted the Facebook app from their cellphone. All told, some 74% of Facebook users say they have taken at least one of these three actions in the past year.

Americans are changing their relationship with Facebook – Pew Research Center

Live News on Twitter

Nice work by Twitter to have live video of local press conferences and local news up top of the feed (as we wait out the slow arrival of Hurricane Florence here in Columbia). I’ve always used Twitter for live news and updates in text form, so it’s interesting to see them move more into the mobile video side of things…

Do Facebook Ads Really Work?

Within the advertising industry, the debate about whether advertising works on Facebook is not new. A survey last year showed over 60 percent of small business owners felt advertising on Facebook was ineffective. The lawsuit takes it a step further, saying Facebook is misleading advertisers.

Source: Does Facebook Really Work? People Question Effectiveness Of Ads : NPR

Like anything else, you do need some expertise to make Facebook or Instagram or Snap or Google or Pinterest ads work. We are finishing a period where these advertising companies have held that “ANYONE CAN DO IT! IT’S SO EASY! JUST SIGN UP AND TELL US WHO YOU WANT TO TARGET!” with regards to their ads and effectiveness.

But that’s simply not true. I could probably re-roof our home. But I’m not going to spend the time, effort, and money trying to do that job myself. I’m going to hire someone who knows what they are doing.

Same with social media advertising and marketing. That’s how I pay our mortgage (and for our new roof) every month!

“We won’t let that happen.”

Who would have thought the annoying little service that lit up my text messages in 2006 with updates from other text nerds posting to 40404 would go on to become the political and media juggernaut it is today…

President Donald Trump on Saturday took to Twitter to allege social media companies are discriminating against prominent conservatives, saying “we won’t let that happen.”

— Read on www.politico.com/story/2018/08/18/trump-social-media-censorship-conservatives-twitter-facebook-787899

Let’s just all blog again #BreakingMyTwitter

Let’s just all go back to our blogs…

“Or maybe it’s time to admit the open forum for everything that Twitter – and social media, really – has promised is failing? Maybe it’s time to close the apps – third-party and otherwise. Maybe it’s time to go dark. Get off the feeds. Take a break. Move on.”

Twitter company email addresses why it’s #BreakingMyTwitter | TechCrunch — Read on techcrunch.com/2018/08/16/twitter-company-email-addresses-why-its-breakingmytwitter/

The reason Twitter will ultimately fail

I still firmly believe we’ll see a reckoning of sorts for social media giants such as Facebook and Twitter (and even Instagram and its lovely filters) where the network effect takes a backseat to quality interactions and we move away from hegemonic one-size-fits-all walled gardens towards decentralized and specified communities based on our preferences. Reddit is already pointing the way on this (partly):

The internet of old — composed largely of thousands of scattered communities populated by people who shared interests, identities, causes or hatreds — has been mostly paved over by the social-media giants. In this new landscape, basic intelligible concepts of community become alien: The member becomes the user; the peer becomes the follower; and the ban becomes not exile, but death. It is not surprising that the angriest spirits of the old web occasionally manifest in the new one. But what’s striking is how effectively they can haunt it, and how ill-equipped it is to deal with them.

Source: Twitter’s Misguided Quest to Become a Forum for Everything – The New York Times

Should social media be regulated?

Interesting numbers From the Knight Foundation and Gallup that, if enacted, would have huge ramifications for the advertising and marketing industries (especially for nonprofits)…

A new survey says yes — almost eight in 10 Americans agree that these companies should be subject to the same rules and regulations as newspapers and television networks that are responsible for the content they publish. The survey is part of a series of reports released by Knight Foundation and Gallup over the course of the year exploring American perceptions of trust, media and democracy.

— Read on medium.com/trust-media-and-democracy/should-platforms-be-regulated-a-new-survey-says-yes-2f3f4d0d1f00

Twitter Changes Dramatically For Me on August 16

I use Twitter heavily for work and personal reasons. It’s been a service I turn to for news, socializing, brainstorming, and promoting services (including mine). That all will change on Thursday.

One of the changes being pushed through is the removal of the “streaming API.” Most Twitter users don’t use 3rd party apps and stick to the default apps. One of the greatest features of 3rd party apps like Tweetbot and Twitterific is streaming timeline.

It’s been in place for years and allowed Tweetbot etc to cater to “power users” like me who use something like an iPad to watch Twitter stream by in real time. There is no streaming in the default app, so you have to constantly refresh your timeline. That’s fine if you’re just dipping in or looking for something specific (or the Moments feature that Twitter is always pushing on me), but I think of Twitter as a river that is constantly flowing.

I enjoy seeing the nonstop flow over on the side of the screen on my iPad and it’s something I’ve done for years. As I’ve said before, Twitter has paid our mortgage a number of times over the years because I caught a tweet out of the corner of my eye and made a quick action on it. Don’t @ me about being a distracted ADHD-riddled Gen Xer. I know. But it works for me.

There is still Tweetdeck that will offer streaming tweets (for now) but that doesn’t work on iPads or iPhones or Android devices. Before I became so iPad centric, I used Tweetdeck for years on its own monitor. Yes, I’m that guy. But again, it worked for me.

I’ve been following the developer discussions closely over the last few months, and I’m incredibly sad that it’s come to this point and not quite sure why Twitter continues to tighten the noose around developers and its most devoted users that it could easily tap into if it cared about things like, oh… say, monetizing beyond advertising.

So starting on Thursday I guess I’ll be using the default Twitter app on my iPad a great deal more. That means I’ll definitely be using the service less. Thanks, Twitter.

Core functionality like access to your timeline and the ability to post tweets will remain, but several basic features will be limited or removed. Alerts for mentions and direct messages in third-party apps are expected to be delayed, and timeline streaming which populates your timeline with new tweets in real time is expected to go away.

Source: Twitter API change strikes next week, Tweetbot and Twitterrific affected | 9to5Mac

Facebook and the Humanities

I strongly think this aspect of Facebook’s leadership, and leadership in Silicon Valley in general, is an important piece of the current trend in tech and politics. There’s a reason the “Titans of Industry” in the 20th century placed such an emphasis on the liberal arts and libraries…

“That’s because it was based in the idea that Facebook was essentially benign. Worse: Mr. Zuckerberg stuck with this mix of extreme earnestness and willful naïveté for far too long.

Because what he never managed to grok then was that the company he created was destined to become a template for all of humanity, the digital reflection of masses of people across the globe. Including — and especially — the bad ones.

Was it because he was a computer major who left college early and did not attend enough humanities courses that might have alerted him to the uglier aspects of human nature? Maybe.”

via Kara Swisher in the New York Times

What to do about the end of auto-sharing to Facebook profiles and creating episodic social media content

If you auto-share items from your site to Facebook (blog posts for example), you’ll want to take note of the big changes coming this week.

Many people, nonprofits, small businesses, churches etc use the built-in social media auto-sharing features on platforms such as WordPress or Squarespace or Wix or Weebly etc to share content to Facebook, Twitter, and Instagram profiles without much fuss.

However, Facebook is removing that ability for posting to a profile on August 1. This particularly impacts smaller businesses or a nonprofit that are smaller since it’s affecting Profiles, not Pages. But if you have been using auto-share to a WordPress profile, you’re going to have to do that manually now.

Here’s part of WordPress’ notice about it:

Starting August 1, 2018, Facebook is making a change to their platform: third-party tools can no longer automatically share posts to Facebook Profiles. This includes Publicize. If you’ve connected a Facebook Profile to your site, then Publicize will no longer be able to share your new posts to Facebook automatically. Sharing to Facebook Pages will continue to work as before.

Source: Publicize — Support — WordPress.com

Note that if you are auto-sharing to a Facebook Page (rather than a Profile… usually Pages are associated with businesses or groups and Profiles are individuals), you’ll still be able to continue to do that after August 1.

There are good security reasons why Facebook is making this change in light of the Cambridge Analytica fallout as well as the general cultural perception that Facebook is overrun with “fake news”. However, there’s also a clear self-serving reason for making this change as this post from Buffer points out:

Facebook seems very keen to encourage more users to share content and counter the decline of user-generated posts.

For example, its recent focus on Stories and Groups could be seen as a way to encourage more unique content. This, coupled with the “meaningful interactions” update, shows that Facebook might be hoping that more unique content shared by users, reaching more of their closest friends and family will help to spark more conversation and interaction on the platform.

Source: How Facebook Marketing is Changing (And How to Be Prepared) – Buffer

Buffer is a leading service in the social media sharing space. They allow for easy scheduling of posts to a variety of networks and are used frequently by businesses and nonprofits of all shapes and sizes. We’ve used them extensively with clients over the years as well.

However, the social media landscape continues to evolve since it became a major part of most people’s “online” lives over the last decade as well as a viable marketing and advertising channel.

I’ve always been hesitant about overusing auto-sharing services and blasting out the same content to every network as if they were all the same. Twitter, when used well, generates a very unique “culture” around a brand, business, or church. Facebook also has a unique community around content that will take even more of a front seat with the renewed push on “personal sharing” from the company. The same can be said about Instagram. The trick is to know your audience and be aware of the particularities of each of the social networks you’re pushing content to. You can’t treat a Facebook Live video the same as an Instagram Story or a Twitter Moment.

Additionally, Facebook Pages have taken a number of algorithmic hits over the last few years and I’ve personally had clients walk away from the platform because the ROI just wasn’t there. It’s not as simple as pushing “Publish” and walking away to let the magic happen these days.

Whether you’re using a Page or your own Profile to promote your cause, now is a good time to step back and re-examine how and why you share content and how you share content on any social network. I like to create social media calendars for our clients to help keep a more scheduled approach to content generation and sharing and to keep us from falling into the easy trap of blasting out the same content to every network at once.

Along with the calendar and schedule, I like to promote the idea of generating social media content in an episodic nature. The Netflix example is often used here to explain that people go to the service over and over to watch content they have become connected to in some way. “Binge watching” is not just about devouring a season of a TV show in one sitting, but is a psychological relationship that a person establishes with a certain brand of a show. Netflix doesn’t make its money from people passively watching movies or shows that are rolled out in a pre-programmed schedule with advertisements every 4-6 minutes. Instead, Netflix understands the psychology behind creating a connection between a person and their very interest-specific content.

In the same way, I like to promote the notion that social media content from a business, church, or nonprofit can and should tap into that same “episodic” mindset. Get your fans (no matter the size of your audience) on a regular schedule of Facebook Live events, Twitter AMA’s, Instagram Live Q/A’s, Facebook Page Pics of the Week etc… and don’t forget your weekly email newsletters on Tuesday or Thursday and your new podcast episodes every Monday.

Improving Twitter in 2018?

Dave Winer:

1. Eliminate the character limit, allow for linking, simple styles, titles and enclosures (for podcasting). The move to 280 chars was so successful, that should be a clue. Remove the barriers to expression and let the whole web in via linking. Handle length the way Facebook does with a see more link. It’s good prior art.

— Read on scripting.com/2018/07/22/155344.html

I remember having a conversation with Tris Hussey over breakfast at some conference or other in early 2007 where we discussed Twitter and its future possibilities. I was convinced at the time that Twitter would go on to see the light and open itself up as a protocol for the internet to facilitate public micro-messaging, similar to what IMAP and POP were for email. I was wrong, of course. Twitter actually reversed course from its early openness with developers and a flexible API and shifted towards the advertising platform model around 2009 as it sought out a way to monetize the service.

I’m still an avid user of Twitter, much more so than Facebook, ten years later. I remember the early talks and discussions about the need for more editing features and the ability to post longer entries and I always thought that was antithetical to what Twitter was. I still think that’s the case (think Old Man Yelling At the Clouds). What makes Twitter such an interesting and valuable platform for news and social interaction to me in 2018 is the brevity of content. Going from 140 characters to 280 characters is less of a paradigm shift and more of a realization that the perception of too much information density has changed in the post-SMS messaging world. Whereas a long text message was seen as rude and inconsiderate in 2007, a long iMessage is considered the norm in 2018.

So, I have to disagree with Dave here on his point that Twitter should eliminate the character limit and promote features such as styles, titles, and even enclosures. What makes Twitter so unique in a world of Facebook, Instagram, Snapchat, YouTube, FaceTime, Signal, WeChat etc is the constraint of expression. People use Signal for privacy. We use Snapchat for its ephemeral and whimsical nature. Instagram is how we share visuals. Twitter is how we share quick thoughts.

We have blogs for the other features that Dave mentions here. Open the API’s and get the app developers back on board if we want to Make Twitter Great Again.

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