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Pinterest, Now Rich with Pinformation

Pinterest has always been defined in a visual manner, but Pinterest recently took the next step of making specific pins even richer with information.  Appropriately titled as “rich pins”, they provide the information users are immediately interested in directly below the pin.  The update is currently only available in three defined categories, Products, Recipes and Movies, with each topic bringing their own wealth of knowledge to the table.

What’s to discover?

  • Products – Discover if a product is in stock and how much it costs.  This is updated consistently, bringing you the most current updates.
  • Recipes – You can now find all of the ingredients you will need for a recipe directly below the pin. In addition to ingredients you can find the serving size, dietary restrictions (vegetarian, gluten free, etc.) and cooking time.
  • Movies – On movie pins you can now find the cast, movie ratings and reviews to discover more about the movies that appeal to you.

While this new update is important from both a user and brand perspective, there are a few implications to keep in mind as this new feature unfolds.

The “Rich” Impact

  • Referral Traffic – With this new update Pinterest users will find more of the immediate information they want directly on the platform. While this could immediately be thought of as having a negative impact on referral traffic, it actually provides more value to this measurement statistic. The pin still only provides the immediate gratification users want when they click on a pin ( cost, availability, ingredients, cooking time, etc.) therefore the users that click-through to purchase an item or receive full recipe instructions are the more serious users who want to take the next action.
  • New Sources of Interest – Products and recipes have always been viewed as top categories on Pinterest; however, movie reviews have never been discussed as a main focus of interest on the platform. This new focus on movies could bring a new audience to the platform and create new opportunities for brands in the entertainment industry.
  • Food Bloggers – Within the recipe category of current partners, bloggers have a high representation. This highlights the influence food bloggers have created on the platform alongside brands. More often than not users are discovering new blogs and their recipes via Pinterest.

How to See it and Get it

Rich pins are only available on the most updated Pinterest layout and are currently being featured by select partners in the core categories. If you’re interested in submitting content from your site as a brand or blogger to become a “rich pin”, they request that you first prep your website with meta tags and test out a few pieces of content as rich pins. After that step you can apply for your content to be featured in the rich format, within one of the core categories.

Do you find this update useful as a pinner or community manager?

Instagram Launches “Photos of You”

Instagram today announced its “Photos of You” update. When users upload a photo to Instagram, they can now “add” people to that photo. When Instagrammers add another user to a photo, that user receives a notification and the photo will appear in the Photo of You section – very similar to Facebook’s photo tag functionality. Instagram will be adding the “Photos of You” section to every Instagram profile by May 16. With the rollout of “Photos of You”, brands have a new and exciting opportunity to curate and share photos related to their business – through the eyes of the larger Instagram community.

Brand Implications:

  • Make sure to adjust privacy settings on client Instagram accounts! This will make ensure no photos appear in the “Photos of You” section on your profile without approval. You can also remove yourself from someone else’s photo by tapping the photo, tapping your name and then More Options > Remove me from Photo
  • Brands (and individuals) still have control over their own posted content – only the person who uploaded the photo can add people to that specific photo.
  • “Photos of You” is a great way to gauge brand affinity on the platform and to build brand advocates – think future partnerships, influencer programs, etc.

Users have until May 16th to get familiar with the “Photos of You” section before it launches on all Instagram profiles publicly. Download the Instagram 3.5 update to get started.

Additional Info:
Instagram Blog
Instagram for Business Blog
Instagram Help Center
The Verge
CNET

Image credit: Instagram blog capture and the Verge

Gone in 6.0 Seconds

This post was originally published on Arabian Bytes.

2012 was a pivotal year for online video. The numbers? Well, in 2012: 56% of consumer web traffic was video, YouTube users watched more than 36-billion hours of video and online video was the fastest growing ad format (+55%). Put simply, 2012 was the year of Gangnam Style.

What about the regional statistics? There are 167 million online video views a day in the Arab region; putting the region in the number two spot in the world (behind the U.S). A whopping 90 million of those daily video views come from KSA, a region where movie theaters are banned and YouTube is affectionately regaled as “Saudi Cinema”.

Jump to January 2013, and Twitter launches Vine. Dubbed ‘the Instagram of video’, Vine is a free video recording application for iPhone/iOS that allows users to record and share video amongst an active and growing in-app community. Recordings are limited to 6.0 seconds with the camera only recording while the screen is being tapped, giving gif-like effects with the addition of an audio file.

Vine can be used in various ways, from capturing timely events, creating mesmerizing video art to simply showboating clips of your cat in a bow tie. Gimmicks, memes and looping cat videos aside, people and corporations alike are discovering new and valuable applications for the 6-second video service – just ask “deadline-Jedi” Dawn Siff who’s plucky ‘Vine resume’ landed her a job at the Economist on Tuesday.

How are brands using Vine?

In a space that is dramatically shifting to visual, video will undoubtedly play an increasingly important role in the way brands engage and drive messaging on social. As with any new social network, brands are very much in a stage of experimentation as to what content works and what doesn’t.

Urban Outfitters

An edgy high-street retailer focusing on trendy and cutting edge fashion, Urban Outfitters (UO) is one of the most enthusiastic early adopters of Vine – 17,494 followers at the time of writing. If my illuminating Casio wristwatch from Urban Outfitters has taught me anything, it pays to be both cool and clever. Combining product demonstrations with a witty and playful context (see Girls Gone Mild embed), UO projects a cool corporate culture while creating engaging content that sells shirts.

However, it’s not all catwalk and product shots. Curating content around popular and trending in-app hashtags, UO owes much of the accounts success and community growth to the copious amounts of humor and dog related videos that both humanize the brand and spotlight employees – I mean, who wouldn’t buy clothes from a brand that high-fives bulldogs?

 

General Electric*

So, your brand or client doesn’t high-five bulldogs? Tough break, but don’t lose all hope just yet.

General Electric, the 6th-largest firm in the US (by gross revenue), is probably amongst the bottom of the list of brands you most expect to be flexing their creative muscles on the platform.

Publishing clever and interactive stop-motion content around their popular Twitter hashtags, GE creatively engages with the Vine and Twitter community (see #IWantToInvent embed – left). GE also frequents a series of surprisingly cool garage-science How-To’s that appeal to pockets of users otherwise disengaged from the organizations day-to-day operations.

For brands and marketers, Vine presents an additional channel to contribute to the conversation without the expenses associated with traditional videography. Video length restrictions allow Vine videos to capture even the smallest of attention spans and forces brands to adopt a more clever and direct approach to messaging and storytelling.

As consumers, Vine can change our perception of brands and can shift the way we absorb information. Vine has the potential to alter the format in which we ingest news and in particular, breaking news; Turkish journalist @TulinDaloglu highlighted this when she successfully used Vine to document the aftermath of a U.S embassy bombing. Lest we forget, there’s always hours to be wasted looping Vinecats.

So, is Vine here to stay?

Short answer: yes.

With Vine topping the iOS free app charts in the U.S, the app’s imminent Android rollout and deeper integration with the Twitter platform, I have no qualms hailing Vine as the “next big thing” in short-form video content. As brands continue to express themselves creatively and experiment with content types, ask yourself, could my brand benefit from an early foothold on the platform?

*GE is an Edelman client.
Image credit: wwarby

Friday Five: The Next Generation of RSS Readers

Why it Matters by Courtney Love Gavin

As communications professionals, it’s our job to know the latest musings of key industry influencers, breaking news and what people think about our clients. An intimate knowledge of media is essential and with Google Reader we had a one-stop destination where we could stay informed and zero in on what’s important. This made the announcement of Google Reader’s looming death difficult to take at first.

Now that we’ve had time to mourn the loss of Google Reader, this week’s Friday Five explores free RSS readers and provides tips for finding the one that works best for you.

1. What to Consider

We’ve seen an eruption of “Google Reader alternatives” emerge on the RSS reader playing field, but they aren’t one-size-fits all solutions. It’s important to have an RSS reader that fits your needs. Some questions to consider are: Do you need a reader that will sync across multiple devices, store feeds offline, integrate with social media platforms or manage alerts? Most readers make it easy for former Google Reader users to switch over and import your exported feed data via Google Takeout.

2. RSS Readers

Once you’ve dialed-in what you are looking for in an RSS reader, it’s time to go shopping! For feed aggregation in browser-add on form, Feedly takes your feeds and turns them into a magazine-type view, integrates with social networks and is also available as an iOS, Kindle and Android app. (For web users, Feedly offers a helpful migration guide, which includes how to move from the “magazine” view to a tighter, Reader-like, headline view.) Feedspot, the web-based “social network for RSS readers,” allows you to follow people to see what they’re sharing and arrange your feeds into categories. While it is still invitation only, WellRead claims to learn what’s most important to each user and makes it simple to keep up with what matters by eliminating the need to search multiple sources.

3. Beyond the RSS Basics

Go beyond RSS basics with readers that offer bonus features like Bloglines Local, which presents hyper-local content from cities across the U.S. For example, if you select “Atlanta, GA,” it will display a list of local blogs, recent tweets, business services by category and upcoming events. Another is Rolio, a real-time RSS feed that integrates your Facebook newsfeed and Twitter timeline, into an aggregated, visually appealing, news feed.

4. Ripe for Innovation

With Google’s departure announcement the RSS space is ripe for innovation, including one alternative from tech veteran Digg, who is launching a reader to serve as a Google Reader replacement. Another route some companies are taking is tracking user behavior to surface the most relevant content. Take Trapit, Siri’s sibling for search and discovery. With Trapit, simply type in a word or phrase about what you’re interested in and then its AI does the rest. Over time you train the app to give you quality results and save articles to Instapaper and Evernote – available via web browser and iPad.

5. RSS Reader for Alerts

With Google Reader on its way out, the question of how to manage Google Alerts without overflowing your inbox arises. The answer: Talkwalker Alerts. The interface is nearly identical to Google Alerts and gives you the option to import your current alerts. Being a freshly launched product, it’s more likely that its developers will update it regularly to improve it further.

What RSS readers do you use and what do you use them for?

Image credit: Orin Zebest

Friday Five: How to Find the Social Business Software Solution Your Firm Needs

Why It Matters by Kirsten Miller

In the increasingly complex digital-social world we all live and work in, organizations are looking for effective platforms they can use to integrate and streamline their business, communications and other efforts. There’s no shortage of possible “social business solutions” from which to choose, but pick the wrong one and it can be an expensive headache.

Consider these five points when trying to determine what tool is right for your company:

1. Know your jargon

“Social business solutions” are sometimes called any number of things, including: “social business software,” “social business suite,” “knowledge-sharing tools,” “collaboration hubs,” “customer relationship management,” “engagement platforms” and so on. No matter the name, they are all tools that can help your business become more social. Each type of tool is different, even though they often have overlapping capabilities. At this stage, it’s important to focus on a tool’s core competency so you can identify what it should do best for your business’ needs.

2. Clearly spell out your objective(s)

What does your organization seek to do, and how can such a tool help you do that? These two questions are key, and must be answered carefully and honestly. Your objective can be something like the following examples, which should ladder up to broader business goals:

  • Streamline engagement/community management activities
  • Effectively share knowledge among staff/other stakeholders
  • Encourage a culture to actively create and/or consume knowledge
  • Communicate with and track customer touch points
3. Determine what features you need

Once you know what you want to do, you need to decide what features are important to getting the job done. This is the fun part. Pick a couple of team members who are aligned on the approach and brainstorm what’s needed. Make a list of things that are needed to support your objective. Then rank them based on order of importance. Examples of features might be:

  • Integrate with current information systems (e.g., email system)
  • Community pages
  • Message capabilities
  • File-sharing
  • Tiered access
  • Article/news sharing
  • Mobile-friendly
4. Compare, compare, compare

What a vendor says its tool can do, and what the tool actually does are often two different things. Compare vendor capabilities against what features you need to meet your objectives; this will help you better understand if a tool will meet your needs. Remember to think about how the tool can scale for future needs; if you want to implement a Learning Management System in the future, for example, it would be helpful to plan for that growth from the beginning. An Excel grid is very helpful at this stage! Also note that, sometimes, implementation costs can be a multiple of the software costs, so make sure any integrators are managed carefully if ever they are involved.

5. Try before you buy

Use a comparison grid to narrow your choices down to two or three possible solutions. Vendors will often offer a free trial period, which is a great way to further determine how a tool will work with your existing information systems and company culture. If your needs are more complex than a vendor’s out-of-the-box solution, they may be able to create a sandbox version of a white label offering for you to test. After testing with key users for a couple of weeks, you should know whether that vendor will work for your organization.

Following these steps will help ensure you don’t over- or under-buy for your needs, so you can focus on meeting your business objectives.

Examples and case studies of how HootSuite has been used as a social business platform for various customers are available here. What advice do you have for selecting a “social business solution”? What would you do differently if you had to select a tool all over again?

*HootSuite is an Edelman client

Image courtesy of BigStock.

Pinterest Analytics Connects the Dots

Pinterest has officially stepped into the world of measurement with the launch of an analytics component. Brands and businesses can immediately start utilizing this feature to guide their story, rather than control it. For instance, current images on your website might not being performing as well as images from five months ago. Understanding the audience’s story in this manner can have an impact beyond Pinterest. In the age of cross-promotional storytelling, figuring out the preferences and behaviors of loyal consumers can impact what they want to see on your other social channels as well.

The analytics feature is focused on providing brands and businesses the tools they need to build a successful Pinterest presence, specifically measuring the content that is coming from a verified account’s website, rather than an entire Pinterest presence.

With the new metrics feature brands can get a daily view of the number of pins coming from their site and the number of people who are pinning. This automatically connects the value of Pinterest measurement from site to pin.

A Necessary Piece of the Puzzle for Brands

When it comes to Pinterest, evaluating content from an “owned website” is a vital piece of the puzzle. The content that naturally comes from an owned website, without any additional promotion from the brand itself, is generally referred to as “organic content.” With the new Pinterest analytics feature, brands have the ability to track the content that is most appealing on their website, as well as on Pinterest itself. The key factors that brands can discover from this new feature include:

  • Who’s pinning their content?
  • When they are pinning it?
  • Who’s repinning it?
  • What’s getting clicked on?

In addition to understanding what’s being pinned from their website, brands can get a visual sense of how those images perform once they are on Pinterest through the “Most Repinned” tab.

The Pinterest Experience

The feature is currently available for accounts that have created a verified presence and switched over to the new layout. While this feature creates a new tool for brands to efficiently promote their content and engage with a loyal fan base in new ways, it does not alter the core user experience that Pinterest has created from the beginning. While it provides inherent benefits for brands behind-the-scenes, from a consumer perspective Pinterest is still a platform focused on discovery and inspiration. As a brand the number one goal is to be that source of inspiration and discovery.

How will you utilize the new analytics feature to guide your brand’s story on Pinterest?

YouTube Announces “One Channel” Redesign

YouTube recently announced changes to their channel layout, putting an emphasis on the importance of the subscriber and on creating and cultivating a community of brand enthusiasts through engaging content. Through the new channel layout, brands can create different experiences to subscribers and non-subscribers, helping to retain and engage existing subscribers and help convert non-subscribers.

The new layout change will be made available on March 7th; however most brands won’t be required to adopt the new layout until mid-June.

Layout

Within the new layout, YouTube has eliminated the customizable background and replaced it with Content Art—a photo banner that automatically resizes depending on browser size and the device used. The Channel Art does not have to be an image; it may also contain an unlimited amount of text with a call to action.

YouTube has also eliminated the image mapping function and replaced it with the ability to add links that show up as icons on your Channel Art. You can list up to four verified sites, which can vary from a brand’s Facebook page to a brand’s website.

Channel Trailer

For non-subscribers, a brand’s landing page features a Channel Trailer that automatically begins when a visitor lands on the brand channel. The Channel Trailer takes up prime real estate on the homepage of the channel, making it an important asset that brands can use to give a brief description about their channel, promote specific campaign videos or engaging content.

The Guide

YouTube has added a Guide, which lives on the left hand side of every YouTube page and is comprised of every user’s subscribed Channels. Through the use of the Guide, YouTube has made it easier for subscribers to navigate back to a specific Channel with just one click and optimizes navigation so that users are one click away from the YouTube content they care about the most.

Curating Content with Sections

In addition to the Channel Trailer, YouTube gives brands greater control over how content is displayed by enabling them to create custom experiences through the use of Sections. Sections can contain a playlist, videos or both.

Creating a Community through Tabs

Instead of landing on a brand’s channel to consume only videos, YouTube has added a tab functionality that enables users to interact with the channel on various levels. The five different tabs that live on a brand’s YouTube channel are: Overview (Home), Videos, Discussion, About and Custom. Brands are able to enable or disable the Discussion and Custom tab.

The Overview or Home tab is where the Channel Trailer lives for non-subscribers and where Sections live.

The Videos tab displays all of a brand’s video content.

The Discussion tab is where YouTube emphasizes the community aspect of the new platform, allowing users to comment directly on the Channel in addition to commenting on specific videos.

The About tab informs visitors about the brand, what their YouTube channel offers, and their other online platforms. The About tab is also where the Feature Channels list lives in addition to living on the right hand side of the page.

The Custom tab, which has its own unique URL, is the only part of the new YouTube design that can be targeted based on IP addresses. Using this IP address targeting capability, the Custom tab is extremely useful for brands that want to create a Global YouTube Channel where they can target country specific content. Note: The Custom tab is only available once a YouTube rep has verified your brand.

Why It Matters

  • YouTube is moving away from being a video-only platform and is turning into a dynamic, highly visual environment for users to engage with brands.
  • The new features (sections, trailers, etc.) emphasize the importance of rich content to recruit new subscribers.
  • By making this shift, YouTube is emphasizing the importance of a brand channel subscribers and on creating and cultivating a community of brand enthusiasts through engaging content.  It is no longer a video repository and instead a true social media platform.
  • The new Channel layout reflects YouTube’s recognition of the importance of maintaining a consistent experience across the multiple devices site visitors are using to consume content on YouTube, from mobile devices to TVs.

Recommended Reading

Contributors: Charlotte Runco, Celia von Bernuth, Stephanie Finn, Analise Siciliano

 

5 Things to Look for in the Future of the CMS

As the role of the corporate web site evolves, so too should its content management system (CMS).

Once simply a tool created to allow for non-technical staff to make content edits to a web site, the CMS now sits at the intersection of communications, customer service, reputation management and brand building. In order to play this expanded role, the CMS needs a complete re-think of the way it is used, where in the enterprise technology stack it sits and how workflows should be improved support the company.

Here are five things integral to the CMS of the future:

  1. Move away from the tree-structured organization that forces users to traverse down and back through your navigation. Let users drag and drop the stuff they care about into a hub-and-spoke system of their own design.
  2. Include application programming interfaces (APIs) for easy customization of the application. These APIs will enable the incorporation of customer relationship management (CRM) functions with web publishing functions so web content can reflect the needs of specific users, not just specific types of user.
  3. Link content publication to social embassies so interested stakeholders see a Tweet or a Google+ notice when something new is published.
  4. Allow customer service to monitor web site comments through selected keywords that trigger an alert.
  5. Offer an interface that gives users the chance to build their own library of content from your site. Extend this feature by allowing users to export that content into standard document types like PDF.

Advances in digital communications and mobile computing, along with the new behavior patterns of all consumers of information that have resulted, means the once lowly CMS needs to step up and become the central resource for maintaining contact and relationships with all types of stakeholders. While this list comes with the usual caveats relating to oversimplification in the interest of brevity, the direction of change is clear: Broader sharing and easier handling of data across the enterprise; more customization options and better adaptability to the needs of the end user are all places where this evolution can begin.

Wagon Wheel photo courtesy of Bigstock.

Instagram’s New Privacy Policy & Terms of Service

Instagram shared a major update to their privacy policy and terms of service on Monday. This comes shortly after the finalization of Facebook’s acquisition of Instagram. The most notable change is that Instagram is now allowing companies to pay to use Instagram photos – including name and information like tags and location – for advertising within Instagram. Promotional details and advertising options haven’t been disclosed, but the update reads:

“To help us deliver interesting paid or sponsored content or promotions, you agree that a business or other entity may pay us to display your user name, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you.”

CNET shared a simple example: “That means that a hotel in Hawaii, for instance, could write a check to Facebook to license photos taken at its resort and use them on its Web site, in TV ads, in glossy brochures, and so on — without paying any money to the Instagram user who took the photo.” Essentially, brands will be able to pay Facebook/Instagram to use specific photos for promotional use without giving credit or paying the individual user who snapped and uploaded the photo.

The updates and changes released will go into effect January 16, 2013 and will not apply to photo content shared before this date. There is no way to “opt out” of the changes unless the Instagram account is deleted.

What does this mean for brands?

  • Changes apply to brands. Instagram currently views brands just like individual users – so the privacy policy and terms of service changes will affect all brands with Instagram accounts as well.
  • Advertising options. The big takeaway here is that while Instagram didn’t explicitly say advertising is coming, they definitely didn’t reject the idea. The new privacy policy suggests an advertising product, similar to Facebook’s Sponsored Stories, could be in the works for the Instagram platform.
  • Tighter integration and shared data with Facebook. Instagram and Facebook will now share information with each other in order to “build better features, fight spam effectively and discover system issues more quickly.” Again, this also can involve sharing data for advertising purposes.

The brand’s incentive to stay on Instagram is that it is a highly successful visual platform with tremendous reach and a seamless integration built in with Facebook. The community is large and growing – and where your brand’s target audience is most likely spending time.  The updated Terms of Service and Privacy Policy is likely to preface a new advertisement product that we could see rolling out in the near future.

UPDATE: Instagram responded with a post on its blog.

Read more here:

Facebook Launches Global Pages for Brands

What is Global Pages?

Global Pages is a streamlined solution to create a better experience for global businesses and their community on Facebook. Essentially, it creates a central hub, allowing brands to have one global brand identity. Brands will be able to customize their Page’s look and feel for each country or geographic region, while maintaining global metrics such as Likes, People Talking About This, and check-ins.

How It Works

Instead of the current multi-page model in which brands have created their own localized solution, they will now have the ability to create local country-specific or regional versions of their pages that will sit within one central hub on Facebook, following a unified naming convention.

Brands that follow a Global page model will have the opportunity to localize the following features:

  • Cover Photos
  • Profile Photo
  • Tab Structure
  • Photos
  • Access to local Facebook Insights data
  • Brand Mailbox
  • Vanity URL
  • Milestones
  • About Section

What Does This Mean For Brands?

1. Page Direction & News Feed

Fans will be directed to different pages based on Facebook’s geo-prediction algorithm, which takes into account IP address. ‘Current City’ is not factored into this algorithm, meaning that while traveling, fans will be directed to the local page. Brands with Global Pages can redirect multiple countries into single regional pages. For example, a brand could direct Canada, the U.S. and Mexico to a “North America” page.

Another thing to note is that fans will be able to select which page they want to view. The selection is then remembered for future visits to the brand page, and the updates from the selected page will show up in fans’ News Feed. If a market is not selected, Facebook will serve content from the market they think is most relevant based on the algorithm. If a user cannot be located and has not selected a local page, Facebook will serve the global page.

2. Organic Wall

As Timeline stands right now, organic wall posts are not specific to one region. Posts from fans from all over the globe can be seen on the wall under the single-page model. With the new Global Pages set up, the organic wall will be fully targeted – displaying the fans’ most relevant to the market.

3. Brand Mailbox

This feature was not open as part of the API so CMS platforms could not provide solutions to geo-targeted brand mailbox messages in the past for single-page brand models. However, with global pages, each locale will be able to view and respond to messages from its respective market. This is a big implication for social CRM and management of campaigns/promotions through the Facebook page.

Considerations

1. The New Rules of Naming

Local pages can only be renamed to follow the naming convention of the Global Page. For instance, [Brand X] Japan can be renamed [Brand X] but not migrated to another locality such as Korea. Pages will also not be able to change category (Product to Brand, Group to Page) in this process.

Brand pages will have a consistent URL that will take the user to either the global page or the local page based on user preference or geo-location. Local market pages will also have their own direct URL that can be used to send Facebook fans to the specific pages. Therefore, brands can now use the global Facebook URL in creative assets such as television commercials and still drive to local activations.

2. ‘Breaking Up’ a Global Page – A Single Page Model Caveat

The new Global pages product makes it fairly seamless to connect separate local pages under a global umbrella, but if you are currently operating a single global page that delivers targeted News Feed and tab content, there are some additional steps involved.

Each market within the global page will have to create a new page named ‘Brand [Market]’ (abiding by the naming convention guidelines) and repopulate with backdated posts/milestones on the Timeline as well as localized Profile Picture and Cover Photo. When this page is pulled back into the global framework, this will be the version that fans in that market will see moving forward.

3. Bringing Glo-cal to Monitoring and Issues Management

Fans will be able to easily toggle between all of the pages in your global network. This may give any groups that want to attack brand pages easy access to do this over multiple pages. It will be more important than ever that all teams managing local pages are communicating and consistent in how they handle issues.

The use of CMS platforms can help mitigate the issue through monitoring and flagging tools, but as a best practice, those managing social media presences should implement and internal system for handling crisis issues.

4. Data. Globally. On Your Competitors Too.

Later this year, Facebook will include in its API country-level fan counts for all Pages, including both those using the Global Pages framework as well as Pages that haven’t transitioned to the new framework. Analytics teams will then be able to track how each country-level page is performing across all global markets. In addition, teams will have the ability to compare individual Pages’ Fan counts on a country-by-country level against other Pages on Facebook, all within the API.

5. Local Content Can Have a Big Impact

We’ve said it a million times. Content is king. Local content is even better. And that’s where the focus should be with global pages. Brands should not just repeat translated posts across local pages. They will have to listen to their local community, measure activity, consider local trends and develop appropriate content that will resonate with local audiences.

6. Global Ads Work Better for Everyone

The new Global Pages model benefits brands’ ad spends as well as Facebook’s income. Global brands previously targeted Facebook ad buys to their primary languages. If a U.S. page, for example, buys ads in English, a non-English speaker has no incentive to Like the page. In addition, the money spent on those particular users does not drive stronger engagement. With Global pages, Facebook incentivizes brands towards making larger, more global ad buys specifically targeting global audiences.

Recommended Reading

Below are articles we recommend reading to learn more about Facebook Global Pages:

*Starbucks and Dove are Edelman clients.

This article was compiled by Reema Mitra, Zach Pospisil, Chris Rooney, Adam Rosenberg and Suzanne Marlatt.

Image credit: Scott Beale

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