Welcome back to another Smorgasbord of Social Media, your weekly roundup of all things social. We’ve been away for a bit, but we’re back with some really interesting changes and updates to catch you up on!
Facebook Keeps Showing Their ROI
Gone are the days when you had to explain the value of Facebook to your boss who just didn’t get it. Or are those days still around? Despite more and more evidence of Facebook’s value for marketers, the company continues to launch new features to help convince everyone of the potential ROI in Facebook. Their newest feature is called, “Conversion Lift Measurement”. This resource not only tracks online sales, but it also takes a stab at tracking offline sales (from uploaded sales data from the business) driven from Facebook advertising. This feature works by utilizing a test group that sees an ad, and then their purchases are compared to a control group that doesn’t get the pleasure of seeing such a great ad. The conversion number is then determined by analyzing sales for both groups. This may be a simplified explanation, but no matter how you slice it, this could be a great tool for marketers.
Facebook Drives 25% Of Referral Traffic
Speaking of explaining Facebook’s ROI to your boss, try dropping this little stat on him; Facebook drives nearly 25% of web traffic according to a report from Shareaholic. That wasn’t a typo by the way; I really did mean to put 25! The second closest is Pinterest at a little over 5%, which only further speaks to how dominant Facebook is.
Just because one stat wasn’t enough, you can really knock your boss’s socks off by mentioning that social media referral traffic is now higher than organic search traffic. BOOM!
Twitter Creates A Shortcut To Promote Tweets
Do you remember that time at band camp when it took forever to set up a promotion for your tweet? Well don’t worry, you won’t have to waste those precious seconds anymore. Introducing “quick promote”! This new feature allows you the ability to promote a tweet with a few clicks from the analytics dashboard. The process is very simple with these three steps: select a tweet, choose a budget, and watch people engage with your tweet. Tweet, tweet, tweet… easy as 1, 2, 3.
Twitter’s Homepage Offers Plenty Of Tiled Features
Have you ever looked at the Twitter homepage when you were logged off and thought that it looked like something you could program (even if you’ve never programmed anything in your life)? That may not be the case anymore with Twitter’s new tiled style homepage. Now profiles and accounts are grouped into popular topics like politicians, parties, NBA players, etc.
Twitter And Google Rekindle An Old Flame
The word is out, and it looks like Google has gotten back with its old fling, Twitter. The new deal between the two giants will give Google access to Twitter’s firehose, which is the data stream that accesses the 6,000 tweets per minute. A previous deal between the two companies ended in 2011, but it looks like both sides have gotten over the breakup. Now Google uses Twitter’s data stream to state information in its search results. Furthermore, Twitter gets organic traffic from people that click the tweets that show up in search. This sounds like a match made in heaven.
Pinterest Continues To Try To Get More Men
According to Pinterest, the number of men on the network increased 73% in 2014. This is a great number for the company; however, women still greatly outnumber men on the platform. To help grow their male users, Pinterest is trying to make their site more gender neutral by adjusting content based on the gender of the users. For example, if a man searches “Fashion” he will get different pins showing up than if a woman did the same search. As this push continues, more and more male and gender neutral businesses should see a rise in their engagements on Pinterest.
Pinterest Promoted Pins Push Into People’s Feeds
Not only is that title a great use of alliteration, but it also happens to be completely true. Late last month the company announced that it would begin pushing Promoted Pins into people’s home feeds. These home feed ads will be purchased based on a target category. The ads will then be shown to users who Pinterest deems as interested in that category, but only if the pins meet a certain level of performance metrics. As the buzz around the Promoted Pins continues to grow, Pinterest has shown that they are beginning to speed things up to offer more features and get more and more advertisers on board. So advertisers, start your synergistic strategy on Pinterest (more alliteration for you).
Thanks for keeping up with A Smorgasbord of Social Media! Check back each week for a fresh batch of updates. Feel free to leave a comment or tweet @Wpromote if you have any questions or comments about any of these updates!