Tag Archives: social networking

Twitter Reducing Some Tweets to 117 Characters

Twitter Twitter is changing how URLs are represented in tweets and this change increases the length of the link wrapper that Twitter uses to display URLs. What this means is that a longer wrapper causes a trade-off for the actual commentary of the tweet. There are now less characters available to the tweet itself.

For the digital marketing company this will make tweets harder to make. Writing will need to be denser and more concise. The reduction is not significant, the new link wrapper is only 2 characters shorter than the previous version, so it is likely to have little impact on the digital marketing company. However, approaching the new length might require new systems and possibly a thesaurus. Even though the reduction is only 2 characters it might still become an issue when the length is only 117 characters. The digital marketing company will need to be careful and extra vigilant when learning the new format.

Photo by MDGovpics

Twitter Now Reducing Some Tweets To 117 Characters


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Holiday Emailing Tips

As we move into the holiday season it is also the time for the digital marketing companies to step up its email marketing programs. Social networks are great for ginning up the visibility of content, however, email is still an important place to reach out to people. These days more and more people are checking their email on their smartphones. This means emails need to be optimized to take advantage of this new development. Lynn Baus, the creative director at Responsys, has some suggestions for the digital marketing companies.

The first and easiest thing to do is scale the email for iOS devices. This is easily done with just a little code. The second thing to do is use the top of an email to pull in customers. Most mobile email clients show the first few words of an email, so the agency needs to use the first few words beyond the subject line as a way to get the user to open the email. Once opened, then the customer needs to see an email that targets holiday shopping needs. With these suggestions the holiday emails will be more effective and help boost conversions.

Mobile Email Marketing: Tips For The Holiday Season


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Twitter Testing New Star Button

A small group of Twitter users now has access to a star button. As of now the star button seems to behave similarly to FaceBook’s ‘like’ button, but it does not flag in the newsfeeds of people following the one who invoked the star. The star button does, however, flag in the newsfeed of the person whose tweet was starred. Most commentators are so far comparing it to a ‘favorite’ button, which makes the tweet easier to find after time has elapsed.

This change will probably not be a significant change for the social media agency. One of the great things about FaceBook’s ‘like’ button is that it allows an interaction that does not require much from the viewer. Twitter has been missing an easy interaction. Retweeting has been the method and it is still cumbersome for the viewer, especially if the RT function drives the message over the 140 character limit. One good thing about this is it signals Twitter’s willingness to experiment and try to improve the service. Twitter is also eager to make things better so it can provide a better experience for advertisers. The star button may not help much when it is implemented, but it will help some and it shows a future for social media outside of FaceBook’s domination.

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Twitter Releases White Pages Of User Accounts

In a move that is sure to draw fire from privacy enthusiasts, Twitter has published a white pages of its user accounts. When asked why this was done, the company replied, “to help people find the accounts they’re looking for with various search engines.” The white pages are now crawlable by Bing and Google.

For the social media agency this means it will be easier to search the profiles of Twitter users. This may not present much gain, because many of the profile pages had already been indexed and crawled, but this development does mean that all of them will be searchable once the engines are done crawling them. Once it is done, then doing a search for user accounts will be simple for the social media agency. The agency will be able to discover all the Twitter accounts that have registered “Minneapolis” as location. Even if the location is not specified, if there are links in the profile, then the search engines will pick up those connections. Because most user accounts are not secret identities, this means the agency will be able to significantly increase its catalogue of relevant Twitter accounts, such as those liking cupcakes or certain brands of motorcycles.

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Pinterest Metrics Will Be Here in Time For Holidays

Pinterest is now the social network with the third largest active user base. It started 2012 amid enthusiasm and hysteria and while that seems to have leveled off, Pinterest is still actively used and seems to be a goldmine for the social media agency. A tracking service in May found that Pinterest linked back to 30% more domains than Twitter did. One problem for brands is that Pinterest does not provide API access to its data. Unlike the other social networks, though, developers have been able to develop tools despite this setback.

It is possible, likely even, that Pinterest will soon open itself up to data miners. Until they do, however, the social media agency can take solace that there are some new entrants into Pinterest measurements. Four of the most promising metrics are Viralheat, Pinerly, Pinfluencer and Curalate. They all have different methodologies and pricing structures, but the social media agency should look into these. Settling upon a Pinterest measurement strategy will be important as this holiday season will be its coming out party.

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Twitter Unveils Interest Targeting

Twitter’s Promoted Tweets are earning a decent 1-3% engagement return. In an effort to boost those numbers and offer a more attractive ad unit to the social media agency Twitter has announced the newest feature: Interest Targeting. The agency is now able to choose a set of interests and those users will receive tweets in their timelines. There are over 350 categories to choose from and the social media agency is now able to choose from any number of those categories. Twitter is also allowing custom segmen

ts. This is a targeting of certain @twitter usernames. Users with similar interests to the username will be targeted. One other feature of this announcement is a price change. The minimum bid for the ad auction is now reduced to one cent form its previous 50 cent minimum.

This is great news for the social media agency. Twitter is a good platform for marketing options, but this will make it a more effective option. Now instead of broad strokes at targeting the agency can offer users more specific messages for a higher response rate. If a brand is looking for specific marketing options, which force it into a small population of users, then the price drop will also be helpful.

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FaceBook Announces interest Lists

In FaceBook’s continuing battle with Twitter over the interest graph, FaceBook has announced interest lists. The complete update will take a few weeks to roll out to everyone. What the interest list allows users to do is subscribe to general interests and that will provide subscriptions to certain feeds. FaceBook has created some general lists and there are some specific lists available. Some of the general options are cooking, literature and art. While there is a sports category there are also specific lists for each NFL team.

One of the criticisms is that this new feed will crowd out items in the main newsfeed. Twitter has a similar function but the results from that list do not creep into the main newsfeed. It will probably not take long for FaceBook to change the formatting.

Even without fixing that problem this change will help FaceBook serve social media agencies. This update will correct one of the few advantages Twitter has over FaceBook. FaceBook’s ability to collect data on its users will also be helped by this update as users will be giving FaceBook new data. Better data will make FaceBook a better vehicle for helping brands. The other, and the main, benefit of this update to brands will be providing another avenue for exposure. If a brand is put into a category, then users may be exposed to a brand’s updates even without being a fan of that brand. Making sure brands are included in interest lists will require some effort. The process is not yet disclosed by FaceBook, but will in time.

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LinkedIn’s Mobile Site Receives an Update

LinkedIn has just made changes, very good changes, to its mobile site. This is not the same as its mobile app, however, rather the update is to the in-browser mobile site. LinkedIn claims 11% of its page views are in mobile devices and the growth rate on the views is near 400% over last year.

The immediate change is the ease of sharing. Links and some content are dragable into a dialogue box in the upper right corner. LinkedIn also allows the user to instantly tweet about the shared info as well decide with whom the content is to be shared.

Another nice feature is what happens when a user clicks on content shared by a contact. Instead of loading the entire article, LinkedIn will display a summary of the article. That saves time and bandwidth, which is important on a mobile device. The content summary also still allows the user to open the profile of the person sharing the content.

The site is also very easy to navigate into a groups setting instead of seeing all contacts and all the shred content they have provided. This seems to be one of the biggest advantages because it helps trim the fat for each session, which is important for mobile sessions.

All in all, the updates seem to be about making LinkedIn a preferred social network destination for users on mobile devices. While that does not directly translate into more dollars or views for the social media marketing agency on the network it does boost the importance of the network. The more people using the service in mobile settings does drive the more use in non-mobile sessions where there is branding to be done.

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Google+ Now Comes With Noise Control

In December Google+ introduced the noise slider but now it is also available for the What’s Hot section. The noise slider is the user’s control mechanism to limit what appears in the feed based upon the amount of engagement items are receiving. The What’s Hot section was introduced in October as a way of making sure Google+ users were not receiving only items from their circles but also seeing what was hot on the social network. Now the noise control applies to these posts as well.

The introduction of a What’s Hot section is a good idea. Many users will be exposed to items they normally would not see, and this can be a tempting place for a paid trending item. One problem with it, however, was its intrusiveness. Users now have an ability to turn it off altogether. While this will dampen its effectiveness as a wide broadcast space, it will not mute altogether. It will arguably become more valuable as the uninvited story is disregarded completely but the user. Now that there is an option users may pay more attention to this space.

The social networking agency should be enthused about this development. If the space is optional then that makes it all the more relevant when it is viewed. Not only does the What’s Hot space have some possible future advertising abilities, but the overall concept will help Google+ in its quest to topple FaceBook.

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