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Talk Social: 4 July, 2017

Public not turning for the voice


People are still to be convinced of the benefits of voice search, according to new research.

While the number of Amazon Echo and Google Home devices is sharply on the rise, with an estimated 35 million Americans now using one, it seems the wider public isn’t ready to adopt it just yet.

Research carried out by Google revealed that more than half of people (57 per cent) didn’t use voice search as it couldn’t handle complex enquiries, while 58 per cent want more detailed results than voice can provide.

Tellingly, a separate study by JWT found that 48 per cent of Brits don’t see the point of voice search at all.

Alexa has to go on a bit of a charm offensive to win us round, it seems…

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Facebook up to 2billion users


There are now two billion people using Facebook.

This staggering number was revealed by the social network just 13 years after it was born and places it well ahead of any of its competitors.

While FB’s growth is down to the developing world, it’s the frequency of use that really brings home how key a part of everyday life it has become.

Two thirds of Facebook users return each day to check out what their friends are posting.

To that end, and with the controversy over fake news still bubbling away, Facebook is facing up to the responsibility that comes with such a large community and is promising to make social media ‘a positive force for good’.

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Bot button comes to FB and Instagram


Facebook is also growing the number of Bots active on Messenger – at the last count there were more than 100,000.

To promote use of automated responses by brands, Facebook now has the option of adding a ‘click to Messenger’ button on to posts across FB and Instagram.

This will connect users with the brand in question’s Bot service, designed to reply to common customer service enquiries.

With the average daily user on social now spending 50 minutes across all three platforms, this is a seamless way of providing fast, intelligent customer service.

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Google News shows all sides


Google News is changing, with more priority being given to presenting all sides of major news stories, as well as calling out popular stories that are fake.

The decluttered home page is also aimed at taking on Apple News, with main headlines and local news easily accessible.

All sources are clearly identifiable, with Google’s ‘highly cited’ tag continuing for stories which have been verified and shared widely by its community.

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What are biggest brand turn-offs on social?

Social continues to be a tightrope act for some brands – those that aren’t trying hard enough and those who are trying too hard.

New research carried out by Sprout Social asked the public what annoys them most about the brands that pop up in their daily feeds on social.

The top peeve was posting too many promotions (57 per cent), followed by using jargon (38 per cent), not having a personality (34 per cent) and trying to be funny and failing (32 per cent).

Interestingly, only one in four say that a brand not replying to their message was their top annoyance.

What the poll shows again is that social users consider their feeds as places for conversation, not broadcast platforms where they can be sold to or shouted at.

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