In our third edition of #ICYMI we look at why Facebook users are upset at an announcement that could ultimately benefit them (and businesses) and how Pinterest is making it easier for consumers to follow a brand’s page.
1. Why It’s No Shock Facebook Secretly Toyed With Users’ Emotions: It was revealed last week that Facebook altered newsfeed algorithms of ‘test subject’ users for one week so they either saw only positive posts or negative posts. Although it is uncertain as to what Facebook was trying to discover through this study, it demonstrated the power of Facebook and the way it can determine what information is delivered to millions of users simultaneously.
News of the test sparked controversy, with many Facebook users expressing concern they were being manipulated.
For marketers though, studies like this could prove to be beneficial in delivering advertising to the correct target audience. Advertisers – mostly brands, B2B or B2C – are Facebook’s customers, and Mark Zuckerberg wants to make sure ads are reaching the right users with the right information. This goes hand-in-hand with Facebook’s recent announcement that it would enhance ad targeting by pulling in users’ web data.
If Facebook continues to study habits and emotions, ad targeting could improve and the company will be able to further personalize ads towards individual likes and interests. This could minimize all those unwanted ads in our news feeds. But these benefits come at a potential price – less access to diverse sources of information and less privacy.
2. Last week, Pinterest tweaked its “Follow” button making it easier for consumers to follow a brand’s page. When clicked, the modified “Follow” button will prompt a pop-up window that will pull in all of a brand’s latest pinned products, making it easier for consumers to preview a brand’s full product content.
For brands, this tweak to the “Follow” button is one to be capitalized on. The feature allows brands to deliver a wide range of content to users through one click and Pinterest hopes the button will gain momentum similar to Facebook’s “Like” button. If the brand you’re managing does not already have a “Follow” button, one can easily be built and utilized on your site and social platforms moving forward.
Tip: Put the “Follow” button on your website and social platforms now to ensure your brand engages with consumers to its full potential.
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.