Platform Five: This week’s most important social media changes (edition 162)

Platform Five: This week’s most important social media changes (edition 162)

This week’s 5 most important social media changes

What’s changed in the last seven days? What does it mean?

YouTube introduces new CTA extensions for video ads, Facebook is testing search as an ad placement option and Instagram has added a new sticker.

Let’s take a look at these changes in more detail.

YouTube introduces a new call-to-action extension for video ads

YouTube has introduced a new call-to-action extension that will take the place of their existing CTA overlays. Then CTAs will be displayed on screen both while your ad is playing and after it has finished. YouTube hope this new format will be “a great way to enhance viewer engagement.”

Read more here.

Facebook adds search to the list of ad placement options

Ad revenue has slowed for the social networking giant so they’re trying to find new ways to kick-start ad spend. Facebook announced this week that they’re beginning a small test of ads in search results. Facebook originally tried to introduce search ads back in 2012 but ultimately decided to roll them back.

Learn more here.

Instagram adds a new countdown sticker

A new sticker has been added to Instagram Stories. The ‘Countdown’ sticker allows you to display a timer that counts down to a specific event or time. Users have the option to be notified when the timer runs out so it could be a useful tool for building hype around product launches or big announcements.

Find out more here.

Instagram is testing new account features aimed at influencers

New reports suggest that Instagram is testing profiles for creators. “Creators are an important part of [the Instagram] community” as such, the creator profiles will reportedly have new, creator specific tools that include more detailed audience insights.

Learn more here.

Facebook gives ‘Life Events’ an update

Facebook is updating ‘Life Events’ with new interactive features and it’s getting a new place to live on the main profile page. According to Facebook, life events are incredibly popular and research suggests that people want to see more of this kind of content in their feeds.

Read more here.

Follow us on Twitter for news of these social media and content marketing changes as they happen.

Five tools to identify online influencers in a specific city

Five tools to identify online influencers in a specific city

Five (mostly free) tools to identify online influencers in specific locations

Online influencers are defined as people who have the ability to shape conversations in their niche with more impact than ‘everyday’ online participants.

The most common misconception when it comes to online influencers is that their ability to shape conversations is based on the size of their networks (or total audience).

This is not to say audience isn’t important, but a combination of relevance, resonance and reach is a better way of looking at things.

As part of this three-pronged identification process, the location of online participants can play a key role (depending on the nature of the activity).

So, this post is going to look at a series of (mostly free) tools that can be used to narrow down influencer identification down by location.

1. FollowerWonk

FollowerWonk is a tool that allows you to do a number of things including compare Twitter users, analyse your own followers and track followers.

But, the most handy feature of FollowerWonk is the ability to search Twitter bios by location.

As you can see in the example below, I’ve searched for “social media Melbourne” and it has provided me with list of people who match this criteria, and who can then be sorted by other factors including follower count, tweet count and influence (social authority).

As with all the tools shown here, this is just the start of the identification process but an important first step.

social media melbourne influencers by followerwonk

2. PeerReach

PeerReach is a tool which uses an algorithm to rank influencers based on the interaction they receive in a specific location.

In this instance, we couldn’t search as specifically as “social media Melbourne” but we were able to access a list of “marketing” influencers in Australia.

Some additional manual filtering would need to take place from here to obtain details like specific city location, but at the very least it does provide another reference point which will enable you to narrow things down.

social media melbourne influencers peerreach

3. Advanced Twitter Search

People often forget that Twitter has an advanced search capability which allows you to search by very specific locations.

In this case, I searched for “#socialmedia, social media marketing, social media Melbourne” and got back a combination of suggestions from Twitter as well as some recent Tweets that matched my criteria.

Twitter’s location search allows you to capture tweets within a 15 mile radius of the location in question which is really useful for brands and businesses that have physical locations and want to identify conversations drivers in vicinity to those locations.

social media melbourne influencers twitter

 

4. GroupHigh

GroupHigh is a fantastic tool which will help you find relevant bloggers and online conversation drivers.

Even though this is a ‘paid’ tool, it provides users with a number of advanced search filters to help develop the most robust list possible.

Again, some manual analysis will be required, but GroupHigh is a tool we use regularly and can’t recommend it highly enough.

In the example below, we used the same search terms, “social media Melbourne” and could break down the results by mentions and core topic.

social media melbourne influencers grouphigh

 

5. WeFollow

WeFollow.com is a directory of Twitter users which can be searched by topic specialism and keyword.

It is completely free to use and provides it’s own influence ratings (from 0 – 100).

On this occasion, we ran a search for “social media marketing Melbourne” and got these results back (including the profile of yours truly).

social media melbourne influencers by wefollowcom

 

As mentioned up top, influencer identification can be useful if looked at from the right way(s).

A very simple way it can be used is to develop a list of people most relevant to your business that you can follow and engage with on Twitter.

In other cases, it can help develop collaboration projects.

However, these tools are never silver bullets, a great deal of human interpretation and additional research is required.

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