FAT news — From Around Twitter (and YouTube) — 2018, week 3

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FAT news — From Around Twitter — 2017, week 46

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Facebook recently launched a new app to solve the case of the mysterious incoming call

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Facebook recently launched a new app to solve the case of the mysterious incoming call. From the Recode.net report: “The app, which is called Hello and is only available on Android, uses data from Facebook to tell you who’s blowing up your phone. Of course, the feature will only work if the caller has shared his number with Facebook, and if you would normally be able to see that information.”

For some reason this sorta reminds me of that stupid “Facebook phone”, the nickname given to that HTC handset (from 2013 I think) that was the butt of a lot of jokes. And surprise, nobody cared or bought it nor are they talking about it now. I guess it should never have been an actual phone, just an app! 😀

Image credit: Facebook

What on earth is “Facebook Zero”? Buckle up, it’s gonna be a bumpy ride!

Time for a confession. Even though I rarely post about media issues on this blog, the truth is, I’m fascinated by media issues in the social age. Keeping up with media news/trends is a growing passion of mine, especially when it comes to PESO issues (media that’s: Paid, Earned, Shared, Owned). I ran across a superb article in VentureBeat that talks about brands failing to understand social media, especially the “social conversation” aspect. I also like that it quotes Ogilvy.

Here’s the Ogilvy quote about PESO:

“Going forward, they’ll [brands] need to use ‘paid’ to fuel ‘earned,’ but that doesn’t make the earned any less valuable.”

I agree with Ogilvy. Let me just add: One common instance where using paid media to to fuel earned media is stupid and wasteful is if a brand or agency implements a paid campaign to pay crappy ‘bloggers’ – even if they’re riff raff – in a way that everyone can see is flaccid.

Such a campaign is sometimes foolishly launched without good data, or launched with data that’s misread. (Another confession: Data is a growing interest of mine)

Anyway, the VentureBeat article and the embeded SlideShare from Ogilvy focus mainly on diminishing organic reach on Facebook, and the outlook is generally grim. However, Harry Hawk (@hhawk) has a few very interesting/unique insights into this, specifically that not everything is as it seems. You’ll need to reach out to him to hear his take. It’s based on research, not opinion.

(I’m in no way indicting VB, Ogilvy, or anyone nor am I insinuating anything. As I said earlier, I agree with Ogilvy and I love VB’s report. I’m simply reassuring you that Harry Hawk’s take is valid and very interesting)

What Harry says can’t be summed up in 3 sentences, but I’ll give you a preview: According to Harry’s findings, some industries are shockingly actually doing better (yes, better) after the FB newsfeed algo changes because some savvy brands are boosting posts that are “already doing well” instead of trying to boost underperforming posts. Intrigued? Yeah, so was I.

As I said, it’s a little too deep to go into detail here, so do contact Harry. The final takeaway I’d like you to take away is this: Even on the brand side with all the inherent complexities of PESO issues, or algo changes imposed by sites, etc., there are ways to do social in a “stupid and wasteful” way, and there are ways to do it in a smart way, or least not be stupid in the way you do things. I’m not saying I’m a SM or PESO expert, although some people look to me for advice and inspiration.  Feel free to contact me

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