Twitter Expands Customer Service Features For Brands: What’s Hot in Social Media

September 23, 2016

When we have a negative customer experience, our first reaction is to take our complaint to social media. Not only do we want the brand to know that we are unhappy about our experience, we want our friends and family to know too. We seek empathy and support online in hopes that the brand will take notice, solve our problem, and strive to keep their reputation clean. Unfortunately, it doesn’t always work that way. Often times we are left ignored or receive a delayed response that reignites our agitation.

In hopes to combat these problems, Twitter has expanded their customer service features for brands. Brands who activate their new customer service settings will now receive a larger message button on their profile and will be able to feature their hours of availability.

More details on why this matters, and what else is happening in social media below.

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 Twitter Ramp Up Customer Service Features For Brands

Twitter will now allow brands to activate customer support settings. These settings allow brands to display the hours that they are most likely to respond to customer service inquiries on their profile. A larger direct message button is also available.
Why does this matter?
Brands are often criticized if they do not respond to customer service inquires in a timely manner (or at all) on social media. By activating the customer support settings, brands will be more transparent about their customer service practices on social. Twitter users will also be better informed about if the brand they are engaging with participates in social customer care. They will also know when they are most likely to receive the best customer service from a particular brand on social.

Instagram Officially Launches “Save as Draft” Feature

Instagram has officially made their “save as draft” feature available to all users.
Why does this matter?
Instagram users can now edit and draft Instagram posts directly in the app. Users can filter the photo, tag other users, add copy, and add the location, then save it to be posted later. Although you can’t schedule posts through this new feature, this may encourage Instagram users to prepare their posts ahead of time and post them natively, opposed to using third-party scheduling tools.

Twitter Adds More Exceptions to the 140-Charcter Limit

Twitter will no longer count photos, videos, GIFs, polls, and quote retweets as part of the 140-character count.
Why does this matter?
This update simplifies the character rules on Twitter. This will make sharing content on the platform easier, and will allow more content to be shared in the same amount of space.

Instagram Tweaks Call-To-Actions on Ads

Instagram has added new updates to their ad format. The updates include a larger call-to-action button, highlighting the call-to-action when a user takes interest in the ad, call-to-action prompts when visiting a brand’s profile, and the pull through of additional details on the call-to-action. Instagram users will also be taken to the brand’s URL if they un-mute a video ad.
Why does this matter?
Facebook has seen a lot of success with their ad platform, and they are continuing to spread those capabilities to Instagram. In their post, Instagram noted that they have seen a 45% increase on engagement since the update of their call-to-action button. As they continue to learn and tweak their ad platform, Instagram ads have the potential to be just as robust as Facebook ads.

Facebook Enhances Dynamic Ads For Retailers

Facebook has added new features to their Dynamic Ads to drive in-store traffic for retailers. Retailers will now be able to upload their store inventory to Facebook. Once uploaded, the ad campaigns will be updated automatically to reflect the inventory and the ad viewer’s location. A targeting feature has also been added to help retailers target those who are most likely to visit their brick-and-mortar locations.
Why does this matter?
This ad update will help deliver the most accurate retail ad content to the people who are most likely to take action on it.

YouTube’s Creator Studio App Introduces Insights

YouTube’s Creator Studio app has introduced actionable data insights to creator’s channels. Users will now receive personalized updates when major events happen on their channel, (like spikes in views or increased engagement).
Why does this matter?
Actionable insights will help creator’s pivot their marketing efforts based on the real-time activity on their channel. If creators take relevant action on their channel in a timely manner, they will be able to grow their channel and engage with their fans.

Pinterest Makes It Easier To Promote Pins

Pinterest has added a new promote button that allows brands to promote existing pins in under 9 seconds. By simply adding your daily ad budget and verifying the URL, regular pins can be promoted. Pinterest also noted that brands will only pay for the promoted pin if the visitor clicks through to their website from the pin.
Why does this matter?
The ability to promote pins will make running ads on Pinterest easier for brands. This may incline brands to run ads more often. Brands will also be more inclined to utilize promoted pins if they are only paying when an actual conversion occurs.

Facebook Tests Profile Pictures In Place of Reactions Count

Facebook is testing replacing the reactions count on posts with the profile picture of the Facebook user who engaged with the post.
Why does this matter?
Although this would not have a direct effect on brands, it would change the user interface for brands and users. Users will be able to see who is engaging with the content opposed to how the content was engaged with.

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