Facebook's organic reach count to change, new video tools debut | WhatsApp is prepping a dedicated business app, sources say | Facebook Messenger bots prove a hit for these 5 brands
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December 11, 2017
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The Big Story
Facebook's organic reach count to change, new video tools debut
Facebook's organic reach count to change, new video tools debut
(Pixabay)
Facebook has announced that it's introducing new methodology early next year to include only viewable impressions in Pages' organic reach counts. Also, the platform has unveiled new tools for video creators: a new Sound Collection hub to add high-quality audio to video and a 360 Community Page, which features tutorials and advice on creating 360-degree video.
Adweek (12/8),  Marketing Land (12/8) 
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Connecting & Collaborating
WhatsApp is prepping a dedicated business app, sources say
WhatsApp is reportedly preparing a business app with three types of accounts that will facilitate communications with customers. In addition, users will be given tools to manage their business experiences and block business accounts.
The Drum (Scotland) (12/9) 
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Facebook Messenger bots prove a hit for these 5 brands
Giselle Abramovich examines 5 brands that are boosting consumer engagement on Facebook Messenger, such as Sephora, whose Reservation Assistant has boosted in-store makeover bookings by 11%, said Messenger's Stefanos Loukakos. Activision's character-driven bot for "Call of Duty: Infinite Warfare" had more than 6 million chats with fans during its first 24 hours.
CMO (12/8) 
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Marketer Moments
McDonald's expands on global marketing strategy
McDonald's expands on global marketing strategy
(Justin Sullivan/Getty Images)
McDonald's varies its marketing strategies in different areas of the world, but global director of social media Dana Strokovsky says teams in those disparate marketing areas must communicate with one another. The company plans to move toward McCafe models in the US and to build a digital resource center for social media efforts in foundational markets.
Digiday (12/11) 
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Platform News
YouTube creators are the losers in the brand-safety furor
YouTube creators are the losers in the brand-safety furor
(Ozan Kose/Getty Images)
YouTube's various brand-safety controversies have led to swift changes to its advertising policies and algorithms, moves that some creators say have been implemented so quickly that the platform is punishing innocent content and destroying the livelihoods of people who helped make the platform the go-to place for viral video. "Anybody running a serious YouTube channel has seen a higher percentage of videos de-monetized and it doesn't seem to be subsiding," said Above Average's Marc Hustvedt.
Bloomberg (free registration) (12/8) 
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Measurement Matters
Retweets, likes are higher for Twitter's 280-character limit
Retweets, likes are higher for Twitter's 280-character limit
(Leon Neal/Getty Images)
Twitter's controversial move to change its character limit from 140 to 280 seems to have paid off, per SocialFlow research. The original character limit had average retweet and likes rates of 13.71 and 29.96, while those for the 280 limit have risen to 26.52 and 50.28.
CNET (12/8),  The Drum (Scotland) (12/9) 
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Social Shareable
Celebrities reach out to bullied boy after video goes viral
After video went viral of a young Tennessee boy emotionally asking why bullies are mean, several celebrities reached out in response. "Captain America" actor Chris Evans invited the boy to the "Avengers: Infinity War" premiere in Los Angeles, while "Star Wars" actor Mark Hamill and "Stranger Things" star Millie Bobby Brown also tweeted messages of support.
Variety (12/10) 
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Messenger has the potential to be an extremely powerful lever for your business, but in the absence of clear goals and metrics of success, your likelihood of driving business outcomes diminish.
Stefanos Loukakos, head of Facebook's Messenger business, as quoted by CMO
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 Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.
 
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