In this week’s #FridayFeeling update I reveal that #KiddiBuzz is Google’s most-searched-for toy in the lead up to the holidays.
Google introduces celebrity selfie searches. Now when searching for news about Will Ferrell, or any of a couple of dozen other celebrities, you’ll find a short video clip of him answering frequently asked questions.
This week’s must-know news from Google, Facebook, Snapchat and Instagram.
Top five: Messaging gets a lot more engaging
News from Google, SnapChat, Facebook and Instagram. New tools, features and functions in major social media platforms.
Ok Google. Find me a plumber!
Voice search is about to get a lot more important to local business as lead generation comes to Google Assistant and Google Home. The search engine company is working with local home service companies Home Advisor and Porch. You will be able to ask to be connected by phone to a contractor or get a list of prescreened contractors.
Snapchat rolls out new design
This week Snapchat started rolling out a redesign that separates brand and friend snaps into different streams. Snap says its introducing this change to help fight fake news. It’s bad news for brands who fear engagement levels will plummet as a result of the separation.
Messenger streaks coming to Facebook?
Facebook ‘borrows’ another great idea from Snapchat and introduces Messenger streaks. Tests of the new feature have been showing up for some Facebook users. The feature will add an emoji status for anyone you are currently in a streak. The idea is to encourage users to spend more time in the Messenger app which will in turn encourage more brands to advertise there
Doodle on your Instagram friends' photos
Instagram messages just got even more fun to use. Users can now doodle on friends' photos and resize and remix them and send them back. Also you can now ‘Allow Replay’ or ‘One View’ of Instagram messages. It’s all about getting users more engage in messaging (see above item).
Visit Santa's Village via Google
Santa’s Village is back thanks to Google. Now you can learn to code the famous elf dance with Code Boogie, create original artwork in Santa's Canvas, and take part in what could be the world’s largest virtual snowball fight. It’s a fun way to learn how to use more of Google’s platforms and tools.
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Do you use the ‘throw it against the wall and see what sticks’ strategy in planning content?. Do you post a Facebook update or pin a photo and wait to see if someone likes it or repins it.
While this can provide a superficial indication of what content gains traction in social media, it does not provide enough insight to determine the return on investment (ROI) of marketing activity. This is the actual value in using social media analytics properly.
The challenge, of course, is that there is so much noise in social media and discussions move quickly over hundreds of different platforms. Add to that, the complexity of following many different content formats: text, video, audio, gifs, and more. How do you know what to track and when to track it?
The key is to sift through the data to find connections, relationships and community hierarchies. This is a complex task and there are no end of software vendors looking to solve the problem with dashboards, widgets, extensions and apps. Each tool has its own strengths and weaknesses, but for content marketers, those that put your own content at the centre of the picture are most useful.
The point is not to understand the whole social media universe, but to understand YOUR social media universe. What really matters in this context? Where do you fit into those online discussions and communities that are key to your success?
Once you have a handle on this, you can understand better which content resonates most and can foster social conversations around it to expand its digital footprint. You’ll gain insight into who has actual influence (not just popularity) in your community to focus on building relationships of real value.
And that’s the ROI of content marketing: creating relationships of value. Such connections deliver online awareness and brand preference which leads to website traffic and sales. It sounds pretty simple, right? Well, it’s not. It’s difficult because the data is complex.
- Analytics: What are you really learning?
- Big data: seeing the forest and trees
- Pinterest leads Facebook in retail
Each New Year’s Day, people resolve to get organized once and for all, and for content marketers being organized can make the difference between being ‘good enough’ and ‘top notch’. Google Keep is a nifty little free app that can help lift a content marketing effort to the next level.
It’s an easy-to-use note taking tool that syncs with Google Drive, so updates and additions are kept current, in the cloud and ready to access. The app looks and feels a little like Post It Notes. It uses colour coding and list types to keep information easy to find and use.
A key function is Keep’s ability to transcribe voice memos automatically. For content marketers, this means you can speak into your device to quickly capture story ideas as they occur to you; then quickly colour-code them by theme, keyword or channel.
Keep features notes, time and location reminders, to-do lists, photos (new and from the gallery) and voice clips. For bloggers and content marketers, it would make a great one-stop online idea, info and content depot. Being Google, its search function is excellent too.
The location reminder is really useful. Keep works with Google Now (the personal assistant app) to remind a user of his agenda for discussion, just as he walks into a meeting room. Being Google, Keep is available for Android. There is a Chrome extension and a web version too.
The bottom line? It’s free, easy-to-use on mobile phones, tablets or desktops. For content marketers, how could getting organized for 2014 be any simpler?
This article was originally published on Thornley Fallis.