The Week in Social #258

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you as The Week in Social.

Read anything good that we missed? Share it with us on Twitter or give us your thoughts at @UnionMetrics

On all things Facebook

In keeping up with Facebook, check out 5 New Facebook Updates and Tests Spotted This Week from Andrew Hutchinson for Social Media Today.

Pair with Facebook Releases New Report on Shifting Consumer Behaviors and How to Maximize Your Marketing Efforts- also from Andrew Hutchinson for SMT- for maximum updated Facebook knowledge.

On video marketing

Hey brands did you know? Brand Videos Are “Cool”, according to Kumail Mukadam for L2.

“Consumers feel more favorably about videos than nearly any other type of branded social media content. According to Statista, 83% of consumers think it’s ‘cool’ when brands post videos on social platforms. In contrast, less than a third of consumers consider it ‘cool’ for brands to use slang or discuss politics, with 71% deeming the latter ‘annoying.’”

And spending is shifting to social video, but you still don’t have to spend big.


Although there are no free lunches when it comes to digital video deployment and creation, platforms like Facebook Live, Snapchat and Instagram offer viable options for budgets of all sizes. Indie beauty brands with smaller budgets have successfully leveraged Snapchat and Instagram to drive engagement by publishing behind-the-scenes videos from photoshoots and other events.”

A good thing for smaller brands to keep in mind. (Emphasis original.)

Not sure if you should go live or stick to traditional recorded video for your next campaign or event? Then you need to read Brent Hieggelke’s A tale of two cake smashes: How to choose between live and recorded video for Marketing Land. TL;DR? Mix both into your video content marketing if you have the resources.

On everything else

Cynthia Dora covers Five Important Ways Brands Use Content Marketing for Spin Sucks, emphasizing the role of brand storytelling outside of the traditional marketing and advertising purposes.

Jonathan Crossfield asks an important question in Is Your Brand Really Who It Says It Is? for the Content Marketing Institute’s blog. Just how authentic can a brand really be when they have to be filtered and scripted to a certain extent? If you read just one full piece this week, we recommend making it this one, but here’s a good takeaway for how brands can be as authentic as possible:

“Use fewer scripted responses, and trust the team to have the expertise to answer appropriately and naturally. People want to believe the person giving them the advice isn’t just parroting a set of pre-approved responses that might not always fit the individual situation. Your social media team isn’t a chatbot.”

And finally, Mark Schaefer brings up a very important point in our increasingly globalized internet world: I don’t think that emoji means what you think it means.

Thanks for reading and have a great weekend!

Image source: The Found Animals Foundation.