Weekly Digital News Roundup: June 25 – 29

Weekly Digital News Roundup: June 25 – 29

It’s Not a Social Network, Google+ Creators Say

  • Google+’s biggest problem? According to its creators, too many people are calling it a social network. While social interaction is a key part of Google+, Mashable identifies its purpose as a “wholesale upgrade to all of Google’s products and services, but with the identity of the user incorporated.”
  • Vic Gundotra, Google’s senior vice president of social business, and Bradley Horowitz, Google+’s vice president of product, recently say down with Mashable and were quick to downplay any comparisons to Facebook. “Google+ is just an upgrade to Google,” says Gundotra. “People have a hard time understanding that. I think they like to compare us with other social competitors, and they see us through that lens instead of really seeing what’s happening: Google is taking its amazing products, and by bringing them together, they just become more awesome.”
  • In the bigger picture, though, the comparison between Facebook and Google+ is appropriate. Both Facebook and Google want you to spend your time on their site. As Mashable puts it, “It’s clear that, for now at least, many perceive Google+ as a poor man’s Facebook. And if perceptions are great enough, it has a way of become reality.”

Marketing Content Has Short Shelf Life On Facebook

  • MediaPost reports that the average content posting by an advertiser on a Facebook page has a shelf life of just 18 hours. The news comes from a study by Omnicom’s OMD, which  defines shelf life as “the length of time that users provide feedback after content is posted.” For Facebook, it appears to be far less time than other media platforms.
  • Colin Sutton, U.S. director of OMD Word, says videos on YouTube often have a shelf life that lasts weeks, even months, as word of the content spreads virally. “That was the biggest surprise,” said Sutton, referring to the short feedback cycle for most marketer content posted on Facebook. It analyzed nearly 300 content posts across the pages of 10 TV networks over a four-month period, November 2011 through February of this year.
  • Video posts prolong shelf life by 16% above the average, while photos tend to prolong it by about 9%. One post a day was optimal; any less and there’s a risk that brand awareness and engagement by consumers will wane.  “The impetus is on content managers to update their pages while not overwhelming fans,” the report states. MediaPost states that, for marketers that “can’t or won’t post new content daily, Thursdays and Fridays were best for engaging Facebook users, while Sundays and Tuesdays were the worst days.”

Teens Think Facebook is Old News, Man

  • USA Today reports that Facebook appears to have stiff competition for teens’ attention. The teenage demographic is slowly migrating over to niche sites like Foursquare and Tumblr. Market research from YPulse shows that 18% of teens prefer to “check in” on Foursquare instead of Facebook, and 10% say Pinterest is a better site for browsing.
  • Facebook’s appeal has drawn older crowds who add their kids as Facebook friends. Jake Katz, chief architect at YPulse, things that the older crowd might be tarnishing the site’s “cool factor.” The desire for more privacy and new popularity among a smaller audience might also explain the movement away from Facebook.
  • Facebook has sought to combat this migration via its mobile app. “Facebook has sliced site functions into separate mobile apps such as Facebook Messenger and Facebook Pictures, a move that could appeal to teens as online identities spread across multiple sites,” Katz said. Also, the social network is testing ways to allow those under 13, currently prohibited, to participate with parental supervision.
Scott Kaufmann
[email protected]

Scott is Partner at Lucid Agency and a lover of all things technology, marketing, investing and entrepreneurship. Scott volunteers on the board of the Denver-based Nonprofit Celebrate EDU and as a mentor for SeedSpot (a Phoenix-based social startup incubator).

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