What’s new in social media will be a monthly recurring post featuring the latest in social media news, penned by the lovely Elizabeth Bookhultz, an expert association social media specialist. Check back at the end of February to stay social savvy by reading about the hottest developments!
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Mention the month of January and your mental cache is bound to think of new beginnings: professional ambitions, fitness goals – you know the ones. While you’re busy checking off resolutions, we’ve been checking in on something else: what’s new in social media in the New Year. Here’s a look at 3 recent developments in the social sphere.
Facebook Calls-to-Action
Calls-to-action are the marketer’s sidekick. Effective ones establish a clear and measurable goal and let our audiences know what it is we want them to do. Facebook is getting chummy with the old standby by introducing a call to action button for business pages.
Page admins can choose from 7 standard call-to-action buttons to “bring a business’s most important objective to the forefront of its Facebook presence” by linking to “any destination on or off Facebook that aligns with a business’s goals,” according to the post on Facebook for Business.
Here’s a rundown of the options:
- Book Now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
Non-profits have been sounding off in the comment section of the aforementioned post, requesting a “Donate Now” option. So far, Facebook has been silent on the matter (from what we can see), but there may be a workaround: opting for a video or newsletter sign up to help get prospective donors into your donor funnel.
If you work at an association, consider linking the “sign up” button to your membership landing page. According to Facebook, it worked for Dollar Shave Club, who saw a reported 2.5x higher conversion rate in comparison to other customer acquisition placements on social media [Source].
To implement the call to action feature, click on the new button next to the “like” button on your page’s cover photo. Keep a look out for the feature in the coming weeks.
Social Profiles on Google
When’s the last time you Googled your organization? If you haven’t, give it a go, and take note of the Google Knowledge panel, which summarizes relevant content about your business – or whatever it is you’re searching for.
Now, Google has introduced a way for businesses to add their social media profiles to that Knowledge Panel, offering a quick and visible way for users to connect with you on Facebook – or Twitter, Instagram, YouTube, LinkedIn, Myspace – and of course, Google+. Use Google Developer’s structured markup template to add the right markup on your website.
While the Knowledge Panel often drives users to a Wikipedia page, the social media feature presents a great way to drive members and customers where you want them to be: on social pages with company-controlled and branded content.
Promoted Pins Go Mainstream
In 2014, Pinterest made its foray into the advertising world with a beta test of Promoted Pins. This year, rather than putting a pin in the idea, they’re moving forward and rolling out the feature to U.S.-based partners.
Pinterest prides itself on being an aspirational social site, where users plan for the future, rather than focusing on what’s happening in the present. With Promoted Pins, the company hopes users will continue to discover more of the things they love — and take those things from the virtual world to the real world.
But what’s in it for the advertiser? From its beta test, Pinterest gathered that “Brand advertisers achieved about a 30% bump in earned media (free impressions!) from their campaigns.” What’s more, since Pins are evergreen content, it wasn’t uncommon to see a “5% bump in earned media in the month following the end of a campaign” [Source]
If it sounds intimidating, Pinterest wants to quell your nerves with Pinstitute, “a new program for businesses to learn how to connect with Pinners and see an even greater return from Pinterest,” according to an explanatory post on the Pinterest for Business blog. Keep an eye out for webinars and other online learning tools to be rolled out under the Pinstitute this spring!
What new social media developments are you most excited about? Have you implemented or tried any of the features mentioned above? Share your experience with us in the comments.
