In the competitive world of social media platforms it seems like the only thing that is constant is change. Over the last couple weeks Facebook, Twitter, and LinkedIn all made major announcements for change. While some of these updates have rolled out in a phased integration, others (including us) wait in anticipation. While we wait though, we’re not shy to share our perspective on what this means:
Word on the street is a new Twitter layout is on it’s way to a profile near you and including you. I haven’t received mine as of this publish. I’m not one of the cool kids I suppose but based on some early reviews and screenshots I can already make some educated guesses about parts of the new design I anticipate and parts I dread.
Excited to see more: tweets via a new mosaic, less straight line vertical format. The new design takes a queue from the Facebook timeline’s not so side-by-side content “tiles” to provide more information in a single view and even multi-column layout (pictured here) for photos and videos.
Not so excited to see more: arbitrary cover images. I’m confused as to how it’s useful or relevant to a micro-blogging/information resource/celebrity stalker platform like Twitter. I’m all for a little more visual tweet, the summary cards are cool and useful, but a 1500px X 500px cover image?
The bigger design question becomes, how does it all translate to mobile? Does the mobile side change at all? According to a report on TechCrunch back in October Twitter said, “75 percent of its 218.3 million+ monthly active users are accessing the site from mobile devices — or 161.25 million users. And mobile accounts for 65 percent of all its ad revenues.”
They’re a savvy bunch so maybe that’s what I’m anticipating the most; how it all ties into a larger overall strategy for my favorite social platform.
My first instinct when I heard about LinkedIn rolling out its publishing platform to all users was why would I want to blog on LinkedIn when we have a well-built, beautifully designed blog platform on our company website? So as I evaluated the functionality of this new feature, I had a few questions and considerations:
Will people be duplicating content they’ve published on their blog or will it be unique? I’ve already noticed some of the influencers I follow on Twitter linking to their LinkedIn posts, but I’ve also noticed some of it to be repetitive to the content I’m seeing published on their blog. That’s a big best practice no-no for me because you’re training me to stop following one of your channels of communication. It’s going to have to be original.
What kind of metrics can I measure? LinkedIn has some metrics around company pages, but there’s little around individual users to track who’s really reading the content (from what I can tell). We utilize several analytical tools to track our website traffic and can even identify posts that are most read. I’m all about generating the right content to the right audience, but part of being able to do that is having the analytics to support.
Does this shorten the time-span of content? Whatever post is published last will appear to any visitors of their LinkedIn profile. The only issue with that is the next post trumps the prior content. There’s no search feature to allow people to find the content they want based on relative topics. Some of our blog posts, while published maybe a couple months ago, still have application to business today and are not necessarily time-sensitive.
What can we expect from the quality of content we might start to see published? Most blog platforms are relatively easy to use anyhow, but from what it appears the simplicity of the LinkedIn posts take things to a new level. Will everyone adopt a blogger mentality? Yes, folks you still need a beginning, middle and end, and spell check is still required.
Will I start to see an increase in individuals who want to join my network that I don’t know? It’s one thing to follow me on Twitter, but I’m more selective of who I give access to in my network of connections. Just because my content resonates with you may not mean I’m ready to invite you into my inner circle…we may need to have coffee first.
With that said, we’re a digital marketing company and we’ll test it for ourselves before we close the book on this one. It does offer another platform for content to be published that our network might not otherwise reach. And honestly, I’m excited to see LinkedIn’s continued evolution. It’s not my favorite (or first-priority) platform, but I’m pulling for the continued changes because I see potential. The further blending of business and social is an opportunistic position for platforms.
If you read the news, are ever on the Internet, or simply converse with people on a regular basis you have probably heard of the staggering 19 billion (yes with a B) dollar acquisition of WhatsApp by Facebook this week. This is one of the biggest acquisitions in the tech industry for over a decade and is the biggest news in social media in 2014. What I am struggling with is how to feel about it. I needed to take a closer look at the deal and answer some basic questions.
Why did Facebook want WhatsApp?
Given Facebook’s goal of trying to connect everyone on the planet, WhatsApp and its growing 450m users was a good way to take another step in that direction. But it wasn’t just the fact WhatsApp has 450m users, it was how it got there. WhatsApp reached 450m users faster than any other social network to date, including Facebook. In addition, they are adding users at a rate of 1m a day. Another staggering statistic is how active it’s users are with over 70% of WhatsApp users interacting with the app more than once a day. To put it in perspective, WhatsApp users generate the same volume of SMS messages as every carrier in the world combined.
What does it mean?
For now, not much. The CEO of WhatsApp has been brought on to the board of directors at Facebook and Mark Zuckerburg has said that WhatsApp will continue to operate as its own company. Mostly the acquisition just means that Facebook bought 450m users for its overall network, what they will do with them is to be determined.
Is it good or bad?
At this point, it’s hard to say. My hunch is that it is a good thing that WhatsApp went to Facebook and not Google, who were rumored as willing to pay more than the 19 billion Facebook paid for the app. The rumors said that Google was willing to pay more solely to keep WhatsApp out of the hands of Facebook, which sounds to me like they might have smothered the app if they acquired it. Anything with a user base growing as fast as WhatsApp, I want to see what it evolves into. However, with an acquisition this big there are bound to be some changes. The CEO of WhatsApp is very anti-advertising, but I would be surprised if that continued through the life of the app. If you are currently a user of WhatsApp it would be safe to assume you’ll see some changes in the future.
When I read more about the acquisition and gathered my thoughts, I decided that I am excited. WhatsApp was, and is, growing at an incredible rate. Faster than anything we have seen before. With it’s mere 55 employees and relatively low yearly revenue, it’s hard to say if WhatsApp would be able to accomplish the same things that it can now with Facebook’s resources backing them. Overall, I’m just excited to see what WhatsApp might grow into.
Are you using one of these platforms in their new form or have an opinion on the updates? Drop us a line, we’d love to hear.
Photo Credit: SomeDriftwood