In the last edition of #ICYMI we looked at Facebook reducing “click-baiting.” This week we continue on this topic by discussing Facebook banning brands from “like-baiting” users and Twitter’s new “Buy Button.”
1. Effective November 5, 2014, brands —including mobile games and apps — won’t be able to “like-bait” Facebook users.
What does this mean?
It means that brands will be banned from incentivizing users to like their Facebook pages, both on Facebook and within their own apps. Brands will no longer be able to offer discounts or similar rewards to users who like their Facebook page. Along with Facebook’s efforts to reduce “click-baiting,” this ban on “like-baiting” is its way of de-cluttering users’ news feeds and delivering more useful advertisements.
Brands can continue asking users to like their pages without offering an incentive to do so. While brands may still try to “like-bait” users, Facebook will attempt to police them using automated and human systems. If your brand relied on “like-baiting” to increase fans on Facebook, it’s time to re-focus and prioritize the content you share instead.
2. Twitter announced on September 8 that it’s rolling out a new “Buy Button.” The feature will be tested with a group of artists, brands and non-profit organizations before rolling out to other users.
The button will appear inside a tweet and allow people to tap or click to buy an item directly from that message. It’s designed to make it easier to buy from mobile devices, and users will get access to exclusive offers and merchandise.
As more direct ties between sales and social media are being created, brands need to make sure they’re prepared to take advantage of the opportunity that social media gives them. And in this case, that means having an integrated social and digital strategy to connect your Twitter presence with online purchasing.
Let us know what you think about these social media #ICYMIs by leaving a comment below, and stay tuned for more social updates to help you manage your presence on social channels.