Good morning, how has your social marketing changed? 

Social media has seen unprecedented usage in recent weeks as people stay indoors with technology. Brands have been quick to reshape their social messaging – and as a result, the platforms powering social media marketing are moving quickly to support the outflux of crisis communications

For example, Opendorse (a social publishing platform for sports marketing teams) has expanded its offering to all business types, while other social management tools are rolling out new features to address the pandemic. In March, Socialbakers made its platform free for non-government organizations (NGOs) and is extending a similar offer to government institutions to aid their crisis communication programs. It also released a COVID-19 Dashboard for brands, NGOs, and government organizations.

Sprout Social, on the other hand, released a COVID-19 Featured Listening Topic tool – a data insights feature that is now available to Sprout Social Listening users at no additional cost. According to the company, it took the team just over a week to move the feature from concept to launch. Teams are moving quickly to work through the crisis, and it’s nice to know that social marketing tools are too. 

There’s more below, including why TikTok could be facing licensing lawsuits, and Twitter’s latest data announcement.  

Taylor Peterson,
Deputy Editor

 
 
 
Social Shorts
 

Facebook’s app for couples, Twitter shares more data with advertisers and TikTok’s latest legal troubles

Facebook has a new app for couples. Earlier this week, the tech giant quietly released a new app for couples called Tuned, developed by Facebook’s New Product Experimentation team. It takes on a messaging app appearance and is designed to help romantic partners communicate via text, voice messages, photos, and songs. Why we care: The app abides by Facebook’s data policy, which allows user information to be collected for ad targeting purposes. Source: The Information

 

Twitter is sharing more data with advertisers. Twitter alerted users with a pop-up this week that it’s passing more data to advertisers in order to help prove the effectiveness of ads on its platform. As part of the effort, Twitter removed a privacy setting that users could toggle to prevent Twitter from sharing information (such as ads views and your device ID). For most users, that information will now be shared by default and can’t be turned off. Why we care: According to Twitter, this move helps verify that people are actually watching, interacting with, and otherwise seeing the ads that advertisers are paying for, which helps the company “continue operating as a free service.” For advertisers, this means more measurable data which could drive stronger ad performance. Suddenly, advertising on Twitter makes sense. Source: The Verge

 

Publishers threaten to sue TikTok over music licensing issues. TikTok has taken measures to reduce the amount of copyrighted music on its platform, but the Chinese-owned app still has a long way to go. According to the Financial Times, the National Music Publishers Association is threatening legal action against TikTok, and rumor has it that Universal Music Publishing Group is considering doing the same. Why we care: TikTok is still a young platform, and will likely continue to experience legal growing pains – especially with music as a core feature of its platform. Brands on TikTok should keep an eye on the music they use (especially in campaigns). Or, do what e.l.f. cosmetics did – and make your own track. Source: Financial Times

 

Learn how local marketing should adjust for times of economic uncertainty

Every industry is affected by the COVID-19 pandemic, and there are actions you can take now to encourage your franchisees, agents, dealers and partners to maintain the trust they have built with your customers at the local level. Times like these demand a clear and consistent brand message be disseminated quickly to local markets. Watch this on-demand webinar from BrandMuscle to learn how local marketing should adjust to accommodate scenarios like the current coronavirus impact.

Watch it now »

 

Free online training with 30+ marketing experts

How will your martech stack and processes be impacted by COVID-19? How can you deliver a personalized user experience without betraying privacy? Get the answers to these and more crucial questions April 21-23 at Discover MarTech!

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What we're reading
 

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

TV advertising’s watershed moment: It is finally becoming more like digital – Digiday

Five Critical Elements Of A Compelling And Enduring Brand Vision – Forbes

Apple may let you try apps without installing them in iOS 14 – The Verge

How 3 Successful E-commerce Stores Are Optimized For Conversions – VWO Blog

Retailers Risk Losing 42% of U.S. Customers If They Don’t Offer Preferred Payment Methods – Multichannel Merchant

Amazon And The Content Conundrum: Who And What Matters Most? – AdExchanger

Facebook’s ‘Campus’ test hints at a return to its college roots – Engadget