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1/3 of your Facebook friends see your posts Research by Stanford University’s Michael S. Bernstein has shown that each Facebook update is seen by on average 1/3 of the poster’s friends. The study, which took into account the profiles of 220,000 Facebook users last June, also found that posts across the course of the month reached on average 61% of their friends. This high reach is something most users are unaware of, with most found to “consistently underestimate” the size of their audience.
In essence, they have made two major changes. The first of these looks to provide a more visually immersive experience, with large images replacing what the network refer to as ‘clutter’ for everything from photo uploads to article previews and checkins. In fact, the inflated pictures and sleeker left side bar have led many to draw comparisons between the new format and the layout of Google+, a set of similarities highlighted in the following comparison:
It is in the second change that Facebook moves one step beyond its network rival. Rather than just one News feed, users will now have access to a number of different versions, allowing greater control over the stories they see. For example, you can switch from looking at a feed containing purely photos to the activity of all your friends, or the feed containing posts from the celebrities and news sources you ‘follow’.
The changes will post interesting challenges for marketers. First of all, the number and type of feeds will affect the way in which users receive branded content. Whilst the regular News feed will see brands compete with the same stories as they have do currently, the ‘Following’ feed will mean marketers are pitted directly against publishers, as well as celebrities with whom Facebook users have high affinity, increasing ever further the necessity of high-quality content. Moreover, there was no mention in the initial announcement of how adverts will appear in the new feeds. Whilst it is the norm for Facebook’s launches to focus on user experience over advertising and, regardless, there is no initial change expected, brands will be looking to monitor any expected long term changes and how these may affect social strategy.
Tumblr to introduce mobile advertising In an attempt at monetisation, Tumblr is set to introduce advertising on its mobile app, much like it already has on desktop. In the first half of this year, companies will be able to promote posts via mobile as well as web. This comes at the same time as research from Garter on the increasing power of mobile advertising. This year expects to see $11.4 billion in worldwide mobile advertising revenue, up from $9.8 billion in 2012. By 2016, this could increase to $24.6 billion.
Red Bull introduce ‘Flow’ Red Bull are expanding both their social portfolio and association with the world of extreme sports by introducing Flow, a trick-sharing app designed for skateboarders and BMXers. Available for iPhone and Android, Flow allows users to either record in-app or upload pre-recorded content, which it then converts from individual clips to a seamless ‘flow’ of content.
Mothercare producing film for Mother’s Day We hope any mums reading had a great Mother’s Day yesterday! To celebrate the event, Mothercare are producing a user-generated film about a day in the life of a mother, due to be posted on their Facebook page today. The video, directed by Susie Donaldson of ‘Child of our Time’, is a collation of various photo and video content sent to the brand’s social platforms with the hashtag #MothersDayMoments.
Hospitals’ Facebook likes increase with quality There is a link between a hospital’s quality and the number of Facebook likes it has, according to research by the American Journal of Medical Quality. Whilst social networks are not prevalent in the US healthcare sector – note that below 50% of the 82 New York-based locations tested even had a Facebook page – those that existed in the social sphere gained on average 93 likes with every percentage-point drop in the mortality rate. Furthermore, there is a positive correlation between a hospital’s fan numbers and the positive reviews it receives, depicting the ever-growing nature of social recommendations in non-commercial spheres.
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