Social Media Report - Friday 22nd July 2016

Hot Topic...

Twitter opens its blue tick to all users

Twitter’s blue tick verification is now open to all account holders after previously being reserved for celebrities and high profile users. The social network wants to help more people find ‘great, high-quality accounts’ and so is inviting users to apply for the authentication badge to be added to their profiles if Twitter considers them to be of public interest. People wishing to apply must provide a verified phone number, website, email address and allow public tweets to their account. Around 187,000 monthly users are currently verified out of 320 million and until now, the blue tick has helped steer users away from fake accounts purporting to be held by public figures and organisations. Twitter’s vice president for user services Tina Bhatnagar revealed: ‘Our goal with this update is to help more people find great, high-quality accounts to follow, and for creators and influencers – no matter where they are in the world – to connect with a broader audience.’

The move is one of a number of changes introduced by the social network in the last year as it attempts to attract more users. Recent developments include the removal of the 140-character restriction for tweets and the roll out of Moments, a curated news service. However, security experts have voiced concerns that the latest update could lead to more users clicking on malicious links from accounts impersonating brands. Ben Harknett from RiskIQ warned: ‘The increased availability of the blue ticks means users are even less likely to question its validity.’

PR and Marketing in Social Media

Warburtons launches #140Years social media emoji campaign

Warburtons is celebrating its 140th anniversary with the launch of a Twitter campaign offering users the change to win £140 every day by taking part in a trivia challenge on the social network using emoji-based clues. The promotion tells the bakery brand’s story and features emojis of key Warbutons stakeholders, including current chairman Jonathan Warburton. The #140Years social push, which uses Twitter’s new and interactive Conversational Ad function, follows the earlier release of celebratory gold flashes on selected packaging of Warburtons products.

The bakery brand’s head of marketing Sally Stanton said the company is ‘enormously proud of its history’. She added: ‘We wanted to do justice to our story, and what better way of celebrating the past than by communicating it in the world’s newest, fastest-growing language?’

Social Media Brands...

Mark Zuckerberg challenges Neymar to keepy-uppy challenge on Facebook Messenger

Neymar will take on Mark Zuckerberg in a game of ‘keep-uppy’, which luckily for the Facebook founder will be played out on Messenger’s new secret football emoji game, unveiled last month to celebrate Euro 2016. The challenge requires users to keep a ball in the air by tapping on their smartphone. It is not as simple as it seems, as after 10 successful taps, the game will start throwing in distractions to make the task more difficult. To access the game a user must first send a football emoji to a friend in the newest version of Messenger. Zuckerberg, who admits to having ‘never won a soccer game in his life’, went first and set the Barcelona star a target of 37 keepy-ups to beat. He threw down the gauntlet on his Facebook page and a couple of hours later Neymar replied: ‘Challenge accepted.’ He added: ‘I’ll train tomorrow and I’ll talk to you…’

The contest comes as Messenger reached the one billion monthly users milestone, catching up with sister company WhatsApp. Facebook shared the news in a blog post and to mark the occasion it sent a billion ‘thank yous’ to Messenger subscribers in the form of floating balloon animations, which they can also send to their friends on the app. ‘As part of the journey to one billion, we focused on creating the best possible experiences in modern day communications’, Facebook Messenger chief David Marcus noted in a statement.

Snapchat rolls out Bitmoji stickers

The latest Snapchat update allows users to send Bitmoji stickers to their friends inside the app for the first time. The social network bought Bitstrips, the maker of the personalised cartoon avatars, for USD100m earlier this year and the rollout marks the integration of the two products. To activate the new feature, users must download the Bitmoji app and link it to the latest version of Snapchat. The personal cartoon images can then be sent in chats or added as stickers to individual Snaps, selecting from a wide range of options, such as smirking or dressed as a famous character. Snapchat has told users to ‘stay tuned’ to see how the personal emojis evolve in the coming months.

Unlike other acquisition’s, the Bitmoji app is still available as an independent app and Snapchat says it currently has no plans to kill of the service after integration with its own platform. Notably, the Bitstrips team will continue to be based in Toronto instead of relocating to the social network’s office in Venice, California.

Selena Gomez’s social media posts worth over half a million dollars

Selena Gomez has been named the celebrity whose social media posts are worth the most, with the singer having the potential to make around $550,000 per post, according to fashion technology company D’Marie Analytics. The singer was found to be the most influential star on social media, amassing almost 200 million followers across Instagram, Twitter and Facebook, putting her ahead of Beyonce, Taylor Swift and Kim Kardashian.

The company’s group chief executive Frank Spadafora said it was interesting that Gomez is the most influential person on social networks but does not frequently post sponsored content and is engaged in less campaigns than other stars. He added: ‘Personally I think it’s because she is being smart and she’s aware that oversaturating her social feeds with sponsored content could negatively impact the relationship she has with her audience.’

Search article

Find out more about our social media services

Media monitoring across news and social content
Read more
PR measurement and evaluation to understand coverage and shape strategy
Read more
Social media intelligence
Read more