The trends have been pointing in this direction for a while, but now many social media companies are making it official. The “pay to play” model is in full swing, and despite how this might make social media content companies feel, this is a really good thing for businesses.
Facebook is the most recent to announce that spam from businesses won’t be tolerated. This has really been the unspoken case for a while, but now they’re upping the ante by threatening to remove posts from brands that are too promotional.
I remember the first “social media is dying” post that I read. It was early 2008 and MySpace was already showing signs of starting to implode upon itself. The article I read (wish I would have saved it) gave a very compelling argument about how social media was a fad and that privacy would eventually prevail once the glow of the “look at me” mentality that drives social media wears off.
It never did. It never will.
There’s no going back. Social media is the ultimate legal voyeurism into the lives of those we care about, whether we like them or not. We can see what our old high school friends are doing now. We can monitor the activities of our friends, family, coworkers, and anyone else of interest. We can keep track of the news as it’s unfolding, not told by a news anchor but told by the reactions of people we may or may not know.
Recently, some social media users have been in an uproar after Facebook admitted to carrying out a secret experiment in which the news feeds of more than 600,000 users were filtered to see if those individuals would have differing emotions based upon what they saw on the screen. For example, it was determined if a person was exposed to more positive news from friends, he or she would be less likely to post something negative as a status update. The opposite was also found to be true.
“Massive-Scale Emotional Contagion”
On a smaller scale, most of us are already familiar with this phenomenon. Spending time with a friend who is in an abundantly good mood probably makes you feel similar, even if you were previously feeling a little down in the dumps.
There was a dream that was Rome. You could only whisper it. Anything more than a whisper and it would vanish, it was so fragile.
Okay, so that’s not really original. Any opportunity to plug in a line from Gladiator, I’ll take it. Despite the overly serious tone of the quote, it plays well with the dream that was social media. The idea of having a set of free venues through which businesses could interact with consumers and the consumers could interact back presented itself as a grand concept to be desired and cherished. Unfortunately, the dream is dead. Success on modern social media requires one of two things: serious fame or cash invested.
In 1995, Nintendo released a video game system called the Virtual Boy, which was touted as a virtual reality gaming platform. In short, you would be able to feel as though you were in the environment of every game. This idea, while interesting on paper, was poor in terms of execution and it seemed like no one took a stab at virtual reality in gaming since then. Yes, there might have been rumblings here and there but no company wanted to make another attempt at it.
That was, however, until the entity known as Oculus VR made its presence felt with the Oculus Rift. For those who do not know, the Oculus Rift is a virtual reality head-mounted device that was created in 2012. Since that time, it’s been in development but the support it garnered has been, in a word, tremendous. With a Kickstarter-funded amount of over $2,400,000 and notable names in gaming like John Carmack coming onboard the project, the Oculus Rift is under a perpetual microscope.
I get it. I understand the need for more content to serve to an ever-growing flow of content consumers. The art of recycling content is important, particularly on sites like Twitter where a piece of content can and should be used multiple times in order to get the message out to everyone. It’s a chronological feed, after all, and posting it once will only get it seen by an extremely small portion of your audience.
With that said, it’s getting out of hand. I have been finding posts that are months old and no longer relevant hitting my feed from car dealers around the country. There’s a limit. Old news is old news. In the case of the Tweet above, the article posted on Twitter by a Toyota dealer on March 30, 2014, is a link to an article from July 4, 2013. That’s too long for this type of news.
When recycling posts on Twitter, here are some things to keep in mind:
Is it relevant? Old posts are find if there’s context that makes it work today. For example, posting an article about Tesla’s early days in trying to launch with dealerships would make sense to post considering their current stance.
Is it timeless? Some posts, particularly advice posts that give the reader information they can use today, can be posted up until the point that they’re obsolete. An example of this would be a video that demonstrates how to change the batteries in a key fob. Until they change the way you open the key fob, it still makes sense to post for months, even years after the original.
Is it nostalgic? There are times when old posts are even better than new ones. A picture of an old Honda ad from the 70s would play well to show how far the company has come over the years.
Has it been posted very recently? This is one of my biggest pet peeves. If a post comes through today that is just a different wording on something posted yesterday, than it’s not acceptable. The exception: timely events. If you have a big sale or charity event this weekend, then posting a different variation of the same thing over and over again is acceptable and demonstrates focus on the event.
As more companies use content libraries to keep the feeds flowing, it’s important to keep in mind that the libraries must be refreshed. They must be pruned. In the case of the post above, it’s simply not acceptable. That was news for about a month. There is plenty of content out there in the form of current news about every manufacturer and the local area. Don’t get stuck beating a dead horse with your posts.
Tweets have rapidly become a mainstay in most forms of entertainment. From sports broadcasts showing athletes’ tweets to news channels like CNN implementing live tweets from viewers, Twitter has been infused into society to the point where even technological illiterates know what it is. The primary form of content on Twitter is tweets — 140 characters at most. But what is the life-span of these concise messages? Let’s travel with a tweet in real-time to find out:
Don’t worry. This isn’t one of those “feel good” stories about how social media is all about interacting with your local community. That part’s true, but you should know that already, right?
Today, let’s go over a quick explanation of how social media algorithms, especially Facebook’s, work and why you’re actually hurting your local page’s chances of being seen by having too many people outside of your local area liking your page. It isn’t just a matter of them not being interested in your content the way that locals will. It is an algorithm play that can actually prevent locals from seeing your posts.
Those of us in the Facebook advertising world were greeted with an amazing new look and feel to Facebook Power Editor today. This is a pretty neat development for those who are new to the tool because it’s much cleaner and more organized than before.
While the changes were mostly cosmetic, it does allow for real-time monitoring of stats rather than constant downloading. That’s all. No big deal otherwise.
If you’ve visited Facebook recently, chances are your news feed looks a little strange. Instead of your friends writing statuses, liking instagram photos and posting their most recent candy crush scores, they’re all sharing the same thing: a Facebook movie. Each of these movies is set to a touching and inspiring back-track that chronicles the life of Facebook members through their posts and photos from the beginning. So why is this seemingly simple concept so intriguing and downright ingenious?