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Talk Social: 21 November, 2017

Why people mention brands on social – and what they expect in return

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A new survey has lifted the lid on what motivates people to tag or mention brands on social media.

Sprout Social’s in-depth research into behaviour on social found that 79 per cent of people now view their favourite platforms as the preferred option for sharing life milestones with friends and family.

When it comes to including a brand mention in a post, travel and personal achievements were the most likely – to recommend the brand, say thanks for good service, show others that this is your brand preference or in the hope of receiving a discount or offer in return.

People posting brand mentions expect a like or share from the brand concerned, too, with this being every bit as important as a future discount to those surveyed.

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Panda and Penguin are back

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Google has confirmed that it’s still making changes to the Panda and Penguin spam filtering algorithms as and when they’re are called for. For the most part, they’re left to run on autopilot.

Live, rolling updates have taken the place of the previous large-scale changes that used to have ‘black hat’ SEOs running for cover and has claimed the website rankings of many large organisations.

However, changes are still happening and without confirmation from Google about when these algorithm tweaks are taking place, it’s difficult for SEOs and webmasters to keep up.

Google is taking these extra steps to make sure that search results are not affected by any new methods being used to skew search by rogue SEO organisations. 

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Facebook introduces new ad options for car dealers

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Increasing numbers of people are using Facebook in their search to buy a car but most are probably not aware of just how influential the social network can be in the vehicle purchasing process.

According to research released by Facebook, digital platforms influence 70 per cent of all auto sales, while social media alone is set to influence 40 per cent of such sales by 2020. Instagram is also popular among those looking to buy a car, making Facebook a key platform for automotive sellers.

Catering to this, Facebook has announced two new ad options for car dealers looking to maximise their messaging across the platform. The first addition is targeted dynamic ads, which allow manufacturers and dealers to upload their vehicle catalogue with relevant details such as make, model and year. It then automatically generates ads that show the most compelling inventory to the right audiences, driving them toward vehicle detail pages and lead submission forms.

The second option is lead ads, which make it easy for people to sign up for information from dealerships. People are sent to a form that’s pre-populated with their contact info.

This comes as Facebook adds a section for cars in Marketplace.

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Instagram lets users upload Stories from the web

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Instagram is adding a new way for users to add Stories from the mobile web, although posting from desktop is not available as yet.

There’s now a camera icon at the top left of the mobile web home screen. Tap on it and you’ll be able to take a photo or add one from your library. You won’t be able to save it like a regular Instagram post, instead adding it to your Story. You also won’t have access to all of the regular Stories features, but users will be able to add basic text overlays.

In September, Instagram announced that Stories were being made available via the website to cater to rising usage.

Instagram is also working to restrict the further growth of Snapchat, which has tended to focus on developed markets and has no scaled down options for less connected regions. If Instagram introduce Snapchat-like tools before they do, this could provide a crucial advantage for growth.

Instagram Stories has been one of Facebook’s biggest winners in recent times with some 300 million daily active users, meaning it makes sense to provide more access to the option.

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Failed social network Ello reinvents itself

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Remember Ello? It was the social network that introduced itself as an ad-free rival to Facebook, and built a 3million strong community within months of launching.

What users found on Ello was sparse and confusing and interest quickly waned.

Now, its CEO has come back fighting, admitting that the Facebook comparisons were a mistake and that the platform was originally created as a place for artists to share their work.

Following an huge overhaul, Ello now calls itself The Creators Network to help artists showcase their work.

The company now aims to help ad agencies spot talented contributors, with about 625,000 signed up so far, all eager to show what they’re capable of.

The new layout resembles a digital magazine and a Discover section at the top of the home page allows users to delve deeper into art, photography, illustrations and individual portfolios.

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