Social Web Recap 18.12.17
A weekly annotated short summary of significant social web platform developments from the previous week, with links and carping marginalia as needed . . . Posted every Monday morning or thereabouts.
A survey on the use of digital tools and methods by European Union public affairs practitioners finds that websites as well as email and e-newsletters are the most valuable tools for conducting digital advocacy. Just to be clear, though, if you add together 'most value' and 'very good value' it's Twitter that comes out as the most useful overall advocacy tool.
WhatsApp owner Facebook is now allowing businesses to create a link between Facebook ads and WhatsApp. TechCrunch's Ingrid Lunden reports that advertisers can now include a button on their Facebook ads "so that people can call or message via WhatsApp with the click of a button."
Twitter is making it easier to blast out a tweetstorm by adding a plus button to the Twitter composer window allowing users to publish comment 'threads' at the same time. An 'Add another Tweet' button means you can also "add more Tweets to your published thread at any time." And then there is a new button called 'Show this thread' that will help people spot when they are looking at threaded series of tweets.
Tumblr keeps chugging along as a niche micro-blogging platform appealing to people who want to, as they say, "express yourself, discover yourself, and bond over the stuff you love." It's been around ten years, and doesn't make the dramatic tweaks and modifications that other social platforms do on a regular basis, which may be part of its appeal. However, Tumblr did announce this week that Tumblrs can now "filter out posts from your dashboard based on their tags." The language in its explanatory post evidences the Tumblr culture: " Trying to avoid #Star Wars spoilers? Filter them out. Need a break from all the #holiday excitement this month? Sheesh, fine. Filter it out. It’s your dashboard. Groom it well."
Looking for a job with Snapchat? Digiday reports that Snapchat is apparently looking for an international strategy manager to be based in Shenzhen, China, where Snapchat opened a research and development office last December: "This new role seems to go beyond the main purpose of Snapchat’s Shenzhen office, which is to further develop Snapchat’s Spectacles hardware. The international strategy manager will “become an evangelist for Snapchat ad products in the China media community, including through direct meetings with advertisers, marketing events and trainings, etc.,”
Important news of interest to advertisers and agencies: Snapchat is now has a tool called 'Lens Studio' which can be used to create standard lenses and more advanced augmented reality 3-D objects and animators using templates and guides rather than the current practice which involves working directly with the Snapchat team.
Tristan Greene on The Next Web takes a good whack at Facebook's latest updates to its advertising-on-videos policies. As Mr. Greene puts it: "The bad news is that six-second pre-roll ads will be coming to dedicated video tabs such as Watch. The less bad news is that it looks like they won’t be infiltrating News Feed. Approximately no-one on the entire internet wants to click on a video and immediately watch an advertisement, but Facebook wants to try pre-rolls out to see if it works well enough to strike a happy tone with both publishers and viewers."