New Business Tools On Facebook and LinkedIn: Your Digital Marketing Weekly Roundup
Bonjour! How are we all?
Did you survive the thunderstorms? They were pretty exciting down here in Cornwall. On Tuesday evening an electrical surge blew up my printer! An almighty SNAP!, blue sparks flying, lots of smoke, a trip to the dry-cleaners, and I’m back to PDFs for the foreseeable future. I tell you – the life of a content marketer does not get any more exhilarating than that!
Seriously. It’s quite a tame profession.
However, death-defying late night blogging aside, it’s been another week of cool new updates for two of our most important social networks – Facebook and LinkedIn. Let’s take a look at what they’ve been up to…
Cross-posting Facebook Videos – Update
Another week, another update on the video marketing front. I went at lengths to try and hammer home the importance of video marketing in last week’s roundup – so I’ll let you off the hook this time (though I do urge you to read last week’s post if you haven’t already (it’s video, video, video all the way in 2016 and beyond, peeps!)).
It wasn’t long ago that Facebook granted publishers the ability to cross-post videos to the various Pages that fell under the same Business Manager account. The beauty of this was that it enabled marketers, as the Facebook Media blog explains, “to use the same video in a new post to experiment with and personalize elements such as title, post text and captions, as well as to see video metrics across all Posts with the same video.”
Now, Facebook has extended this capability to allow users to cross-post videos between Pages with different owners – even when those Pages are managed under different business accounts.
This, I am sure, is going to prove very useful – not least for those businesses that have an already-established working partnership in some form. Indeed, if you’re a content marketer that has a number of business clients that you work with, you will now be able to collaborate more easily with your Facebook video promotions.
In the past, when publishers wanted to share a video another business Page, they would have to ask the Page owner to either upload a separate video, or simply share the original video post.
But this new update eliminates all that clumsiness, and, importantly, each cross-posted video will generate one single set of metrics that can be analysed and acted upon:
“Using this feature, publishers can reach new, relevant audiences, avoid sending and re-uploading video, and see aggregated insights for posts across all Pages. The crossposter (the Page that did not originally upload the video) can distribute videos in a customized post and get insights into video performance on their specific Page. This new feature will work with regular video and 360 video, and it will be available soon for videos that were previously live.”
(Image source: media.fb.com)
Facebook assures that the video’s original creator retains complete control of the video, and the authority to control which other business Pages have access to it.
This is great, I think, and will no doubt come in great handy to many marketers with working business relationships – so get out there and start establishing some Facebook cross-posting relationships and see how far you can make your videos reach!
Facebook’s New Tools and Resources for Global Businesses
The world and indeed the business world is a small place in 2016. The internet immediately connects us all – whether consumers or sellers – to markets all over the globe, and global expansion is not a new or frightening concept to even the smallest SMEs operating today.
Not least in the tools available to businesses to aid their expansion is Facebook, which tells us that more than 1 billion of its users are connected to a business in a foreign country.
Now, the network has created a set of new business features that further help companies expand their global reach.
The features include a rather impressive Lookalike Audiences tool, which helps businesses identify and “reach customers in new countries who are similar to their existing ones.”
“In addition,” the Facebook Business blog explains, “advertisers with Website Conversion or mobile App Install objectives can use our extended location targeting capabilities by selecting a worldwide region or trade zone. Facebook will then deliver adverts to selected regions and then optimise delivery to the countries with the greatest return.”
LinkedIn’s Updated Publisher Experience
LinkedIn has a little update this week that at first just seems like an aesthetic makeover – and it is, but such a thing is long overdue for the professional network, and will no doubt do it as much good as it will for your efforts on the platform.
From the LinkedIn blog:
“Many of the best opportunities and conversations on LinkedIn happen around our content: the news, ideas, and perspectives shared by our 450+ million professionals. Today, we’re excited to roll out a new publishing experience, making it even easier for you to reach and engage with your audience on LinkedIn.
“The new desktop publishing experience includes a sleek intuitive interface, more text and font options, and a beautiful new reading view that removes distractions and noise from the page. This means you can focus on your next catchy headline and we can take care of making your content stand out.”
In addition, LinkedIn (just a decade (give or take) behind the rest, but no matter) has now introduced #hashtags to help users search for relevant content: “hashtags are now searchable on mobile and coming to desktop very soon.” Lovely.
The new desktop publishing experience is currently only available in the US, but will be available internationally “soon”. Can’t wait.
That’s it for this week! Provided we all survive any more lightning strikes, I hope to see you next time. Au revoir!