The social media features you need to know about

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The social media features you need to know about

20 November 2017

Jaz Brace

These last couple of months have seen multiple updates to different social media channels, so to help make sure you know which ones you should be paying attention to, we’ve got the round-up of the best for you. So here goes…

Twitter Promote Mode

First up is Twitter Promote Mode which is currently in public beta (which is a technical term for saying that they are testing it out on the public).

Essentially, the purpose of the mode is to allow marketers to create more Promoted Tweets campaigns.

Who is it for?

This feature is targeted at SMEs, who have accounts with up to 2,000 followers.

How does it work?

When Promote Mode is on, the first ten tweets that you post each day will be amplified by a Promoted Tweets campaign.

Not every tweet is eligible though; Twitter will look at the quality of the tweet’s content and any destination links, to confirm that it complies with their advertising policies, then promote it to an extent that is reflective of the quality of the tweet. Retweets, Quoted Tweets or replies will not be chosen.

Basically, they are in charge of the selection and promotion and you just have to put your trust in them and their algorithms.

In terms of who you can target, it is fairly limited. You will be able to target five interest or metro locations or regions within a country – but just remember not to over-target and miss your mark!

Find out more at https://ads.twitter.com/subscriptions/mobile/intro.

The extended 280-character tweet limit

As simple as it sounds; Twitter now allows tweets to be 280 characters long, oppose to the previous 140-character limit.

Yes, there is the worry that the change will take away from the core selling point of the platform; quick, short and simple, however it does open the door to more possibilities for marketers.

What are the benefits?

According to the small segment of users who this feature was tested on, the new character limit meant they spent less time composing the tweets as there was less ‘polishing and reducing’ to do. They also recorded tweeting more often as a result of this, leading to an increase in engagement (Likes, Retweets and Mentions), and therefore followers.

The change has also allowed for enhanced communication, with brands being able to give more detail on subjects and tailored responses to their follower’s questions. This has also meant less need for acronyms (and the struggles that accompany them). IYKWIM.

Facebook Messenger Customer Chat Plugin

We all know communication is key. Customers want to be able to talk to businesses as and when they want, in a way that is easily accessible to them. Hence the new Facebook Messenger Customer Chat Plugin.

How does it work?

The plugin lets businesses use Facebook Messenger for one central communication hub with customers, whether that be via their website or Facebook page. This includes on  Current Messenger capabilities such as payments and rich media, are all supported on this.

Chat history is stored to refer to for each customer conversation, so you’ll always be able to view the past context.

At the minute, this is in closed beta mode, with only a few select partners, including Air France and Mermaid Pillow, trying it out.

Co-founder of Mermaid Pillow, Tom Sailors, said in a statement to Small Business Trends, “Messenger has changed the way we communicate with our customers. It’s fast, personal, and familiar — to our team, and our customers. We’ve found it to be the easiest, most natural way to communicate with our customers, and potential customers, throughout the entire relationship. This is why we’re so excited to be one of the first businesses to use customer chat, which is making it easier than ever for us to connect with our customers on our website and in Messenger. With customer chat, conversations today feel just as connected tomorrow, because thanks to Messenger we are able to have context and history from previous interactions.”


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20 November 2017 |

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