Good morning, do your customers behave differently offline than online?

A recent study from Engagement Labs found that there’s almost no correlation between online and offline consumer conversations. The study, which analyzed 500 brands across multiple product categories, indicated that there is a distinct divide between the sentiment customers express in digital environments versus the sentiment expressed in real-world conversations.

According to the report, “social media listening” isn’t an ideal indicator of broader consumer sentiment since it doesn’t always mirror real-world behavior. As such, brands and advertisers should consider treating online and offline conversations as separate interactions with different audiences before making campaign decisions based on these channels.

In advance of the 2020 elections, Facebook introduced on Wednesday changes to its ad policies for political and social issue ads. The new policies, which will apply to ads on Facebook and Instagram, include new disclaimer requirements for political advertisers and updates to the company’s list of social issue topics in the U.S. The latest updates will start mid-September and advertisers running political, electoral or social issue ads will have until mid-October to comply.

There’s much more to read below, including a Pro Tip on how to use keyword alerts for review and reputation management, and more. 

Taylor Peterson,
Deputy Editor

Pro Tip

Refine your keyword alerts for review and reputation monitoring

“Google alerts is a cost-effective method of keeping on top of what people are saying about your brand online,” explains Ben Wood of the Hallam agency. “Setting up Google Alerts for your business is really simple to do, but don’t forget that you can refine your search terms. 1) Quotation marks (“”): Specific words or phrases. 2) (Site:): To be notified of new content on specific sites of high value. 3) Minus (-): To filter out articles containing certain keywords.”

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AI for small business is no longer an option. It’s a necessity.

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There has been no better time in history for small, disruptive businesses to win big. They just need to be smart.

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Social media spend to climb 89% over the next 5 years

A survey of 341 executive-level marketers revealed spending on social media will rise by nearly 90% across all companies and industries during the next five years. Conducted by Deloitte, American Marketing Association and Duke’s Fuqua School of Business, the survey found that companies making 10% or more of their sales online will increase their social media spend even more, allocating 27.6% of their marketing budget to social media by 2024. Communication and media companies plan to spend the most on social during the next five years, giving it as much as 31.7% of their marketing budget. 

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What we're reading

We've curated our picks from across the web so you can retire your feed reader

Google will shut down Google Hire in 2020 – TechCrunch

Aggressive Amazon tactic pushes you to consider its own brand before you click ‘buy’ – The Washington Post

How Clean Data Efforts Support Consumer Privacy Efforts – CMS Wire

US officials are reportedly trying to block an 8,000-mile, Google and Facebook-backed undersea cable to China on national security grounds – Business Insider

Google job search tool under EU microscope – Reuters

Art Meets Science In Venture Capital – Forbes

Online gaming will be a goldmine for affiliate marketing – VentureBeat