This Week in Social Media

News for the Week of September 12

Facebook Updates Features for Video Crossposting

Recognizing the need for video creators to get the most views possible, Facebook announced its latest update, allowing publishers to crosspost to Pages under the same Business Manager.  In addition, new total performance insights will allow for a single view count for crossposted videos across all the places it appears on Facebook, revealing a complete picture of the video’s performance.  To crosspost, Page owners can give other Pages in their Business Manager permission to reuse a video via the Permissions tab in the video edit window.  Once this has been done, any Page within that Business Manager can create new posts with the video selected—no re-upload required.  Dealerships, check out this brand-new feature as you work to reach multiple audiences across Facebook.  Now, you can reuse videos and post to your main Page, as well as share on any other topical Pages you may have.  Be sure to keep track of your metrics to see how your videos are performing as you go!

New Twitter Live Video Update Feature

Twitter will now let users know when someone they follow is live, ensuring they never miss a live-stream again.  Users can do this simply by going to the page of someone they follow, tapping on the new Notification button, which is located beside the Follow button.  Then, on the Account Notifications card, users can select Only Tweets With Live Video.  From that point, they will be notified whenever that user begins a live-stream video.  Dealerships, keep working on your live video.  More and more consumers are tuning in to live-streaming as their content of choice; in fact, video is so big that Facebook generates an average of 8 BILLION video views per day, and we know that video posts have 135% greater organic reach than posts with photos.  So if you haven’t yet explored posting videos to your social platforms, it’s time to start!

Facebook Offers Joinable Moments

Facebook recently updated its Moments app to include Joinable Moments, a feature that makes it easier to instantly share moments with more people.  The new app allows users to create moments and send them to anyone, who can then join and add photos.  Those who do not have the Moments app can still view photos on the web.  In addition, users can now add photos to a brand-new Favorites tab, and photos that are saved to favorites within 30 days of uploading or receiving them will be saved within Moments in full-resolution.  There is no limit to the number of photos each user can save in Favorites.  Additionally, Moments offers free unlimited storage for all photos within 30 days of uploading or receipt.  Dealerships, take advantage of the new Joinable Moments app and get your audience involved with what’s going on at your location.  Post pics and invite consumers into your Joinable Moments.  Get creative and consider a photo contest to engage your followers!

New LinkedIn Publishing Experience

LinkedIn rolled out a brand-new publishing experience, designed to make it easier to engage audiences.  Boasting a more aesthetic appearance, it offers desktop publishing with a reading view that’s free of distractions, as well as more text and font options.  Its new modern interface includes a full-width experience, cutting out distracting content from the side columns.  Additionally, LinkedIn has made it easier to add engaging multimedia content with its simple Add Multimedia icon; simply click, add, and drag to position and resize.  With an updated tagging system, content contributors can now add hashtags to articles, making it easier for other professionals to discover their articles.  Currently available only in the U.S., LinkedIn is working on an international version of its newest publishing experience.  Dealerships, LinkedIn remains an important platform when it comes to connecting with other industry professionals, and when you can contribute content that highlights your expertise, you’ll call positive attention to your brand.  Give the newest publishing experience a try and share some insights to get visibility on this platform.

New Global Business Tools for Facebook

Facebook recently announced its latest tools to help businesses expand globally.  Its new Lookalike Audiences tool helps businesses reach individuals on Facebook who share similar traits with their existing customers (like location, age, gender, and interests), helping them direct their ads to those who will be most impacted.  Walk through step-by-step instructions to create your Lookalike Audiences on Facebook’s Business Page.  Additionally, Facebook introduced optimization solutions to help businesses with their global strategies, and they’re now offering webinars on international marketing, as well as a handbook on how to find international customers.  While your dealership is likely more local than global, be sure to tune in to everything Facebook is doing to keep you connected to your consumers!  Check out live video, post regular updates, spruce up your Page, and be sure your contact information is up to date to stay in touch with your audience.  When you’re in the moment and posting regularly, you’ll stay relevant to consumers.

New Direct Message Features for Twitter

Twitter recently updated its Direct Messages, making it look a lot more like a messaging app than ever before.  Now with read receipts, typing indicators, and web link previews, Twitter is working hard to stay competitive in the social marketplace.  These newest features are available to all Twitter users.  In addition to the features we’ve come to expect from all messaging apps, in group messages, Twitter will now indicate which people have seen messages, as well as indicate Seen by Everyone once an entire group has viewed a message.  As with other messaging apps, Twitter also offers the ability to opt out of read receipts.  With its inclusion of web link previews, Twitter will offer rich link previews, which means users will see inline previews of web links that are Tweeted.  Dealerships, check into Twitter and its newest messaging capabilities for your social customer service interactions.  While social isn’t the best place to air significant customer service issues, this is a great way to increase your social presence and keep general conversations going with customers.

Tip of the Week – Facebook Fails & Flops to Avoid

We all see those posts on Facebook, you know…THOSE posts…the ones that are just begging for a response, an argument, or even a share.  They may be controversial or political or sentimental, but whatever they may be, here is what they are NOT:  They are not good for your brand.  We’ve talked about this before, but especially now—in a big political year—it seems like feeds are filling up with posts to be avoided.  Our feeds are full of acquaintances who post things that are strictly meant to get a reaction, and when it comes to boosting your business and building credibility and trust, these are exactly the things you shouldn’t be posting.  Want some specifics?  Avoid things like:

• Political statements.  For or against a candidate?  Opinion about legislation?  Leave that out of your feed.  After all, it’s probably not going to affect anyone’s opinion, and it will likely irritate a lot of your followers.

• Online games.  If you enjoy a few minutes of online slots or Candy Crush, that’s great, but don’t assume your followers want to get an update every time you reach a new level.  And don’t bombard people with invitations to join you in playing.

• Product sales.  Whether it’s diet drink mixes, food delivery services, makeup clubs, or something else, your followers get exhausted when they are overrun with continuous sales pitches.  Save those for somewhere else and use your social feed to be SOCIAL.

• Traumatic animal pics.  There’s a fine line between community service and shocking your followers.  While it’s great to share how you or your dealership may be helping groups that are in need, avoid traumatic pics that are intended to incite angry or upset reactions.  They could end up backfiring and sending your followers packing.

• Negative posts about others.  In fact, avoid negative posts altogether.  Facebook should be YOUR highlight reel, so share the things that stand out in your life, and definitely avoid badmouthing the competition.  It only reflects badly on you.

Facebook is still number one when it comes to socially sharing and connecting—and your dealership needs to be there!  It’s really easier than you think, and you can have fun with it.  Just remember, you’re not there to sell; you’re there to get to know your consumers and build relationships.  Put your best foot forward and share the positive things that are going on.  From interaction with the community to employee events to new model arrivals to Pokémon hunts on your lot, your followers want to know what’s happening.  You’ll create a more positive experience—and get more interaction—when you keep your feed free of controversial, reaction-seeking content and focus on the relationships you’re building.

Check out the audio!