New in Social 02/06: Growing up, watching videos

This week in Social Media: Influencer marketing needs to grow up; Twitter analytics is important; and social automation goes wrong.

This week in Social Media: Influencer marketing needs to grow up; Twitter analytics is important; and social automation goes wrong.

Influencer marketing needs to grow up

Influencer marketing is hot right now, but is massively undervalued. Instead of being approached from a longer-term strategic angle, influencers are being tapped for one-off activations. The beauty of influencers lies in the value of ongoing relationships and having them be part of the customer journey. Read more via adage.com

Find the data you need with Twitter Analytics

Measure the performance of your tweets with Twitter Analytics, so you can learn what works and how to get the most from Twitter. It’s important to understand how content is working in order to optimize your tweets for better reach and engagement. Hootsuite has provided a complete guide for marketers.

Social automation gone wrong

The use of automated content and engagement is on the increase. The role of social automation was brought to the spotlight last week with a disastrous campaign by Walkers. The campaign asked fans to submit selfies which were then inserted into a video with ambassador Gary Lineaker. Several Twitter users used this as a means to send in photos of notorious criminals, which went viral. Ooops.

Facebook now lets you watch two videos at once

Facebook has rolled out the new watch-and-scroll video format  to all desktop users, which could be a new source of ad inventory. The new feature allows you to watch organic videos and ads while scrolling through your feed at the same time.

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