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Over the past fortnight we’ve seen the quiet introduction of a new section to Twitter Analytics and another Facebook algorithm update, promising to serve users more relevant ads – keep reading to learn more.
We also evaluate the social media PR crisis experienced by easyJet last week at the end of this post.
Twitter has now added the ability for users to see how their website is performing on the platform.
This functionality is accessible through the Twitter Ads platform (under the Analytics tab) and enables users to see all tweets that link to their website, whether or not they include the user’s @-handle. This analysis can be performed for any page on the user’s website.
The Twitter Analytics platform already provides data related to follower growth and how users are engaging with tweets. However, this new option shows a much greater level of detail for link clicks (and it doesn’t matter which link shortener is being used to boot).
Twitter website analytics can be enabled by adding some code to your homepage. You can also add multiple sites to the dashboard, which could be really useful for digital marketing agencies managing multiple client sites.
This update hasn’t been officially communicated by Twitter, however Matt McGee wrote about it on Marketing Land on Friday 27 September.
Image source: marketingland.com
Facebook’s latest algorithm update, released on Friday 27 September, aims to help advertisers deliver more relevant ads to users of the platform.
Hong Ge, engineering manager for News Feed ads at Facebook, explained the update in a blog post on behalf of the network:
“When deciding which ad to show to which groups of people, we are placing more emphasis on feedback we receive from people about ads, including how often people report or hide an ad.
That means people should see ads that are increasingly relevant to them, and fewer ads that they might not be interested in.”
Ge goes on to explain that this update should mean marketers will soon reach users most likely to be interested in the products or services they are promoting.
Image source: Technorati.com
By now, you’ve likely heard about Mark Leiser, who turned to Twitter to make a complaint about easyJet and was allegedly told he could not board his flight as a result of the tweet.
Leiser complained that his flight was delayed by 90 minutes in his tweet and also stated a soldier would be due to miss his last connection at Portsmouth. Allegedly, easyJet staff at Glasgow airport pulled Leiser out of the queue and explained they would not let him on the flight due to the tweet.
Many people picked up on Mark Leiser’s tweet online, including the The Independent who reported the story on Wednesday 25 September, and the #easyjetgate PR nightmare went global soon after.
The flight company later made the following statement: “easyJet has never denied boarding due to comments on social media. On the rare occasion that we consider denying boarding it is on the basis of disruptive behaviour.”
Of course, had easyJet acknowledged and responded to Leiser’s tweet with a bit of compassion and perhaps, offered to help out the soldier in front of the eager eyes of the internet, the whole episode could have turned into a nice bit of positive PR and sentiment for the company.
Flight delayed 90min. Soldier going to miss last connection & @easyjet refusing to help pay for him to get to Portsmouth. Get right into em! — Mark Leiser (@mleiser) September 24, 2013
66.1% of brands surveyed allocate between 0- 10% of their marketing budget to social media.
Source: http://www.socialbrands100.com 2013
Why your brand needs video: this infographic from Getty Images explains how audiences engage with video and lists the five types of video that should be on your site.
If you would like to learn more about how to market your business using social media platforms, why not say hello to the friendly Fresh Egg team?