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You Can Now Block Brands For A Hot Sec With Facebook Snooze

Social Media Week

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Want to take a timeout from brands (and people, too) on Facebook? Well, we have some good news for you. TechCrunch reports that the company is testing a “snooze” feature that allows users to temporarily block content from specific sources.

For example, say you’re stuck in a cubicle and don’t want to see an endless cascade of epic vacation photos from your roommate. Or, perhaps a brand you follow is promoting a new product and you’ve simply had enough of it. In each of these instances, Facebook wants you to be able to hit pause on the updates without unfollowing them altogether.

Despite being temporary, you do have options for how long you can disconnect from certain people, pages, and groups. Specifically, your choices are 24 hours, a week or 30 days. Whatever you decide, the action remains anonymous and they will not be notified that you’ve snoozed them (insert sigh of relief).

Photo courtesy of TechCrunch

As the above photos depict, the feature works by first clicking on the three dots on the right-hand side of a post. Once the drop-down appears, select the “Unfollow or Snooze [insert person, group or brand here],” after which you’ll be directed to make your selection as to how long you wish to snooze them or if you want to unfollow them permanently.

Though it has yet to be officially announced, and despite the chance that it might not even become a widespread rollout depending on the results of the trial run, people are expressing their excitement about the possibility of having this option at their fingertips.

What implications does this have for marketing? Well, brands should be wary of over-saturating updates around a key promotion or message that might not be welcomed by or relevant to users. On the whole, however, this is good news since it could eliminate the instances in which people unfollow them completely. To ensure this does not happen will require effective strategy and storytelling.

Further, as TC sources remind us, FB already keeps tabs on the frequency with which we like, click, comment and share certain types of posts. It wouldn’t be unrealistic or far-fetched if they carried this concept and applied it to Snoozing. That is, just because you are only “snoozed” for a certain amount of time doesn’t mean you’re in the clear indefinitely.

Only time will tell what Facebook’s ultimate move upon wrapping up its tests will be, but until then, who would you snooze?

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How and When Brands Should Chime in on Important Issues Such as #MeToo

Entrepreneur

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As a brand, knowing how and when to chime in on an important political, social or cultural discussion is difficult. The entire world is watching, so you’ve got to choose your words — and/or actions — wisely.

Businesses hold tremendous power and influence. That’s why it’s more important than ever to understand the right way to join in on a sensitive conversation. Over the past few months, we’ve seen a number of major movements and initiatives take shape and quickly escalate with the power of social media. Take the recent #MeToo, which went viral after scores of prominent women spoke out over alleged sexual harassment by Hollywood producer Harvey Weinstein.

Related: What to Consider Before Your Brand Takes a Stand Politically

Of course, the matter was much larger than Weinstein, and the #MeToo campaign showed how major of an issue sexual harassment is worldwide — in every industry.

Yet, when it comes to sensitive issues, it can be difficult as a brand to know whether to say or do something, and then on top of that what exactly that should be. Recently, after #MeToo began to grow, social media analytics and monitoring platform Talkwalker saw how much traction and growth the campaign was getting and how important of a topic it was, as well as an opportunity to show consumers that as a brand it cared too. Using the data the company compiled about the campaign, it revealed in a tweet how widespread and effective #MeToo was.

Brands often jump into conversations and become distractions, rather than help. However, Talkwalker not only found a smart way to use its platform, but also to further the conversation. So to understand how and when companies should chime in on important political or social issues, we asked Talkwalker CEO Todd Grossman for his insights.

Here are Grossman’s five pieces of advice on how and when brands should join in on important conversations.

Related: Heineken’s Ad Shows Pepsi the Right Way to Get Political

1. Don’t do it just because.

“It’s important not to chime in on a sensitive issue just because you can. It needs to be productive in nature. That’s what brands should really think about before they contribute to a conversation. They might want to open dialogue about their internal policies, for example, that support women and what they can do better in hopes to change.”

2. Watch for trending topics, especially from influencers.

“We’ve seen social media movements, such as Black Lives Matter and Take a Knee. Through our platform, we’re able to see trends very quickly before things really start to accelerate. We started seeing [#MeToo] posts being updated every couple of seconds, and just in the first day we saw approximately 750 results and it continued to grow to 1.4 million results [Wednesday]. We started seeing things not just taking off in the United States but in the United Kingdom, Canada, India, France, and then we saw some really big tweets that were going viral from Lady Gaga, Monica Lewinsky and Elizabeth Warren.

“When you have celebrities and high profile people contributing to the conversation, this creates a broad societal issue and tends to spread like wildfire.”

3. Listen first.

“Brands need to listen first and contribute where it makes sense in an open, transparent way. And they should not try to think in any way because they will be sniffed out immediately by the general public. The general public is too savvy and smart.”

4. Learn from the past.

“If [brands] want to be [a] part of these conversation[s] and contribute in a positive manner that could ultimately help their brand or the general public, they need to be a student of this type of approach and see where it has worked and where it hasn’t worked. And get that experience to be able to [have] that instinct based on previous insight on what they can contribute to.”

Related: 5 Rules of Branding That Will Make You A Sought-After Superstar

5. Show you have a personality.

“Brands have an opportunity to contribute to the conversation in a positive way that can open a dialogue and show that the brand has a personality more than just trying to shove a product down their throat. Brands can really be that personality that can be humanistic and have feelings. If brands can do more from the heart and do the right thing, they’ll be accepted more by the general public in contributing to movements like this.”

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Introducing Context Cards: Snapchat’s Newest Feature Aimed To Help Advertisers

Social Media Week

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Snapchat is looking to broaden its functionality and fundamentally change how we seek and utilize information with a new feature announced today: Context Cards.

According to TechCrunch sources, the cards won’t apply to every Snap, at least not for now. Rather, the tool will apply to Snaps, both videos and images, geotagged and shared in public stories. Content added to the regional “Our Story” feed appearing in Snap Map or Search will automatically come with the cards as well.

As the video demo above depicts, a Context Card can be accessed by swiping up on a Snap with the words “more” at the bottom. You’ll then instantly be shown basic information and details about that particular place such as the phone number, address, website link and hours (much like you’re accustomed to by using Google Maps). But that’s not all. You’ll also be able to see how the place has been reviewed, make a reservation or order a ride to the venue thanks to partners like Foursquare, OpenTable, TripAdvisor and Lyft you can then make a reservation or order a ride to the venue.

In a statement shared with Elite Daily, TripAdvisor’s senior director of partnerships, Nicole Brown, expressed her enthusiasm about the deal: “We are excited to partner with Snapchat to show consumers around the world how TripAdvisor provides travelers with the latest reviews — more than 535 million worldwide — and the lowest prices to discover the best places to stay, eat, and play while at home or on the go,”

Though still fresh news, from what we can tell it looks like this is a wise move, especially given a recent report released by Axios that revealed Snap Maps have contributed to 40 percent growth in Stories submissions since it was launched only fourth months ago. Further, the company reported that it expects over a trillion Snaps to be sent within 2017 with daily active users opening the app at least 20 times per day. Just in Q2 alone, users under the age of 25 spent more than 40 minutes daily on the app while those over 25 spent more than 20 minutes.

With these numbers pointing to tremendous potential, and in an era where the battle to capture the highest percentage of engagement and the largest number of DAUs is in full force, Snapchat has virtually nothing to lose and everything to gain.

As far as the implications for brands are concerned, Snapchat stands to make a pretty penny with the Context Cards, namely by adding value proposition through the eyes of advertisers and investors. At the same time, these companies have a new outlet at their disposal from which to display their creative capabilities and tell their stories.

Cover image via The Verge.

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Here Are The Brands Faring Best Among Purpose-Driven Millennials [Study]

Social Media Week

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The latest Enso World Value Index finds that a growing number of millennials are devoting their loyalty to brands that align with their motivations and values—a trend that could spell the difference between long-term success or irreversible decline.

In addition, according to Fast Company, millennials are on pace to control $24 trillion in wealth by 2020. Now more than ever, for many brands, survival means earning the trust of this group and elevating their values in the marketing strategy.

Key findings from the study include:

  • Sixty-eight percent of millennials said creating change in the world is a personal goal that they actively pursue, compared to 42 percent of Boomers.
  • In fact, 41 percent of millennials, versus 17 percent of Boomers, cited examples of concrete action they’ve recently taken directly contributing to this aspiration, with efforts spanning activities like protesting in a march, volunteering in a campaign and canvassing their neighborhood for signatures
  • Seventy-seven of millennials said that experiencing other cultures is important to them, compared to 64 percent of Boomers.
  • A sizable share of brands doing well among this target is comprised of tech companies like Twitter, Snapchat, PayPal, Spotify, Uber, and Kickstarter. Starbucks, Honest Company, Chipotle and H&M also ranked well across the board.
  • Which brands are missing the mark? Brands with notably lower scores for millennials, when compared to Boomers, included AAA (92 vs. 26) Pfizer (136 vs. 65), and Samsung (74 vs. 19).

The study concludes that brands with a clear, well-articulated purpose that enables and demonstrates tangible actions towards creating a greater impact will fare better among millennials, but this also entails effective and consistent communication. Millennials want to see and hear about the strides made towards the causes and beliefs that are near and dear to them.

While no research can predict the future, especially as it pertains to the growing impact of technology on brand storytelling and brand-building, the companies that align with the values of incoming generations will be most prepared for the future.

Which brands do you think are getting it right? Let us know in the comments below.

You can request the full report here (by entering your name, email, and company).

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