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Talk Social: 24 February, 2015

Who has the influence to turn a post viral?

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How does a social media post become viral? Facebook believes it has the answer – and will make it available at a price after patenting the knowledge.

Facebook is able to watch the rate at which a piece of content is shared, then pinpoint whose postings led to the biggest spikes. Identifying the influencers in this way makes them a hot commodity. After all, what brand wouldn’t want to reach these people?

Google, Yahoo and Microsoft already use similar measurements, but all base their grading of an influencer on that person’s volume of connections rather than the influence itself. This is where Facebook believes it has struck gold.

So stand by for a premium price being put on the head of the uber influential in new Facebook advertising categories.

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How pictures are boosting twitter reach

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New research into brand activity on twitter has revealed the extent to which companies are now using images and videos to reach their audience.

The survey for Simply Measured showed that engagement with these tweets increased 85 per cent in the last three months of 2014 against the same period the year before. Brands are also tweeting more – with 95 per cent sending messages every day.

Tweets with photos accounted for 57 per cent of all engagements, while Vines had the highest engagement per tweet.

This has come at a time when twitter has made images and video more visible, while brands have also seen their organic reach on Facebook reduce drastically – making twitter look a lot more attractive for brands.

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Vloggers and brands broken up by YouTube

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Last week’s story that Conde Nast has hired top vlogger Claudia Sulewski has sparked a clamp down by YouTube on direct vlogger/brand relationships.

In a direct response to losing out on potential revenue, YouTube has amended its policies to block graphic title cards, such as logos or brand images – unless the sponsor pays Google to advertise.

Increasingly, influential vloggers are partnering with brands to produce original content, but now, while a spoken or text mention will be OK, logos will not be.

However, with the sheer volume of content that is uploaded to YouTube every day, policing this new rule may prove tricky.

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What’s your next move?

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Where people are, where they’ve been and who’s nearby – we are all very familiar with location apps nowadays. But what about one that tells you where people will be?

FacesIn is initially an Android app that will deliver location-based alerts concerning people of interest to you and where they are expected to be in the near future.

This isn’t as stalkerish as it sounds… it uses public data and social postings to gather information such as someone attending a conference, public speaking or networking event. That way, for example, if you are in London and are looking for an event to go to, you can base your decision on the potential of meeting up with a particular contact or person that could benefit your business.

The service is aimed at start-ups and small tech firms who want to grow their networking list and FacesIn has curated a list of 500 individuals of special relevance to this sector. It’s designed to be an ‘invisible’ app, running in the background and only sending one or two notifications per day.

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Ads get personal on LinkedIn

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LinkedIn is now able to track its 350 million users across the internet and serve them with personalised ads on thousands of sites.

The launch of LinkedIn’s ‘Network Display’ is seen as a revenue driver for the business social platform – as well as a new way for brands to reach an exclusively professional audience.

Like Google and Facebook before them, LinkedIn is now looking to make gains out of what it knows about its users and the enormous amount of data it holds.

So expect to see lots of ads soon based upon that CV and skill set you’ve got on your profile page.

More here.

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