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The digital world is constantly changing and evolving. What will next year have in store for us? A report by Kantar Media ventures to predict what the 10 key trends in social media will be during 2017. We review them.

Diversification as the key to success

Social media like Facebook, Snapchat or Pinterest are diversifying their businesses. The first acquiring other platforms such as Whatsapp or Instagram, the second expanding its market, by manufacturing cameras and glasses; and the third, now positioning itself as a catalog of ideas.

Augmented reality

The next social experience goes through artificial intelligence, virtual reality and augmented reality. Mark Zuckerberg has unveiled the Facebook roadmap for the next 10 years and it will pivot around these concepts. Snapchat, Twitter, Google or Amazon also bet on it.

Content for each platform

The strategy of publishing content on your website and then distributing it on social networks has ended. The key from now on will be to generate different and exclusive content for each platform. “Always chewing the same old content through different platforms will no longer be of any use. The key to attracting, engaging and motivating your audience is original content created exclusively for each platform, "says the report.

Chatbots

Chatbots, these applications that reproduce conversation codes to generate automated communications with users, are here to stay. However, the key will be to combine its use with other marketing strategies to have a closer relationship with users.

The rise of Q&A

Question and Answer (Q&A) platforms, very popular in China, could be extended in the West. LinkedIn recently launched an iOS app called "Record." Lets you use 30-second videos to respond to topics set by the LinkedIn editorial team, or you can start your own topic.

The role of the Influencers

The role of the 'influencer' increases. “Trust will soon be a luxury that consumers will demand of their brands and the people with whom they interact. It will not just be about customers comparing between different brands, but our own people will be tied to a score or reputation. ” 'Schools of Influence' are already beginning to emerge around the world. In France, YouTube and L'Oreal have launched BeautyTube, a new school for beauty bloggers.

Social networks and TV

The 'social tv' concept, which marks the union between television and social media, is being consolidated and will continue in 2017. The report foresees that new commercial opportunities will be generated thanks to the synergy of social media and television.

Voice queries

Voice queries doubled during 2015. Google has been making improvements to its search engine to adapt to this trend, and Facebook aims to offer a question and answer service that surpasses any search engine. “Voice queries are 30 times more likely to be action-oriented than typed queries. Therefore, we can hope that this format will offer many new opportunities to the marks ”.

Social networks and ecommerce

Social commerce was another hot topic of 2016. However, platforms like Facebook are mainly focused on connecting people and not on generating sales. Without making too much noise, Pinterest could hit the key. Research shows that 93% of those who visited Pinterest used the platform to plan a purchase, and that 87% made the purchase after seeing something they liked.

Merger of social media and work

Facebook announced in October the launch of Workplace, a social collaboration toolkit that aims to compete with intranets and email mailboxes to accelerate communication between employees. The objective: to relate tasks and work areas. "The growing workforce of millennials has fueled a new interest in business applications for social communication tools," says the report, which predicts that these types of tools will be consolidated.

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A few months ago we said that Twitter had completely withdrawn support for Politwoops, the application that tracked deleted tweets from politicians' accounts.

Politwoops is a project that has been running since 2010

Last May, Twitter deleted his official account on the platform and in August withdrew his access to the API, so that he could not have access to the files and track the accounts of politicians. However, the lists of many deleted messages were published on its website (including many Spanish politicians).

Now Twitter is changing its mindset and has announced a deal with The Sunlight Foundation and The Open State Foundation to restore Politwoops access to the Twitter API.

The more than 30 Twitter accounts that Politwoops owned , organized by country, in which the tweets that local politicians were deleting were published, will also be reinstated.

According to The Open State Foundation President Arjan El Fassed , the deal is beneficial to those who think the world needs more transparency.

Why is this agreement now taking place? Basically, because Jack Dorsey -current CEO of the company- has set out to make Twitter an increasingly "clear and transparent" tool. This is stated by the company in a post published on its official blog.

A few days ago, Mark Schaefer, speaker, consultant and author, published an article that calls into question all those predictions and trends that have been presented regarding live broadcasts for 2017. The title, Why Facebook Live is not ready for primetime , it attracts attention and makes you think: how come this monster is not ready?

Schaefer mentions three reasons why he assures that this is not the time to think that in 2017 there will be a complete transformation and that everyone will launch live broadcasts. The reasons are as follows:

  1. Legal restrictions
  2. Cultural restrictions
  3. Talent restrictions

Although these reasons have some weight, they are also valid for videos in general, that is, those that are edited and have post-production effects. As for the legal ones, copyright issues may occur just by adding a background song.

The fact that a brand includes live broadcasts in its 2017 strategy does not guarantee that it will achieve interaction and conversions

Cultural cultural restrictions can refer both to the material working and being understood across different cultures, as well as restrictions in certain countries regarding some type of action. Finally, there are also talent restrictions on who can participate in broadcasts and do it in an appropriate manner.

In the article, the author presents quotes from people who share his opinion, but for other reasons. Some of these are very valid. For example, Elizabeth Anne Hamilton of the Flying Circus Media Group says that not all brands need live broadcasts and that there are too many doing them even when they have nothing to say.

This argument sounds logical since it is not only a matter of pressing the button to broadcast live, but also of having a clear content strategy regarding what is intended to be shared. The fact that a brand includes these broadcasts in its 201 strategy does not necessarily guarantee that it will achieve interaction and conversions.

Another argument of great weight is the technological challenges, which also exist with the videos that are edited. The difference is that probably nobody knows, or even realizes if there were problems with the cameras.

In the case of the live broadcast, this type of problem can represent the abrupt interruption of the program, or that the audience desists to watch it completely because there are problems with the speed of the Internet. That is to say, that you can design a strategy, pay for talent and have a plan, but these forces can overshadow all that to the point of looking bad with people who expect to see them.

On the other hand, Erica Stone Gilbert says that not all the material is worth broadcasting live . There must be a value for the person viewing it, such as giving them access to an event or concert. This is why people love to see what happens behind the scenes with the artists, before going out to the 'show'. Another idea is to provide some kind of incentive during the program that justifies spending time watching it. For example, if a gift or raffle is offered only during the broadcast, people may be encouraged. You have to think about what you want to say and if it is justified to do it live.

The idea of presenting this side is a good move by Schaefer, which invites the public to think about the other side of the coin, to see another perspective that is not included in the hundreds of articles that say that live broadcasts are going to be the 2017 trend.

The author thinks that the number of retransmissions is going to increase, but perhaps he finds the predictions somewhat exaggerated. The important thing is not to bet everything with these broadcasts, to have a clear content strategy, and to remember the case of Periscope, which although it was also threatened by Facebook Live, demonstrate that the audience was not showing as much interest and attention for this type of content. The next challenge will be: How can we keep the audience present?

As every Wednesday, today we have participated in the program " A punto con La 2" on Spanish Television . In the Social Networks section we have offered tips for choosing the most secure passwords, both for Facebook, Twitter and other platforms and for other online services: mail programs, banks, etc.

If you couldn't see it, you can do it now. You also have the programs of other weeks here.

As every Wednesday, today we have participated in the program "A punto con La 2" on Spanish Television . In the social networks section we have talked about WhatsApp, offering tips and tricks to get more out of the most social free instant messaging application.

If you couldn't see it, you can do it now. Also, if you want to see the sections of other weeks, you can do it from this link.

Interview with Rosalía O´Donnell Baeza, Head of Young Public Positioning & New Media at Telefónica.

Rosalía, How has the Internet changed the way we communicate?

The Internet has radically changed the way we communicate at all levels. Evidence of this can be found in the members of Generation Z. That group of young people made up of those born between 1994 and 2010, and who have come into the world with a "smartphone under their arms." It can be said that it is the first generation entirely digital and connected, and the consequences of this circumstance are more than remarkable. A third of them already study with online materials, are avid consumers of information on the net, and prefer the image to communicate. YouTube is their natural space: no less than 70% see this channel more than television. Of course, they opt for short videos, quick messages and new social networks like Snapchat or Kik, although Facebook and Instagram are still an important part of their lives.

In this scenario, it is not surprising that all this movement through social networks, applications and digital platforms in general, make the young people of Generation Z into true masters in the art of handling simultaneous screens: they are able to see five versus two. of his older brothers, the millennials. The less positive side of these skills is that, obviously, the level of attention of these boys is lower, as well as their personal skills in the face-to-face world.

Therefore, and as a summary, the total integration of the Internet in the way of communication of the younger generations has led to faster and more perishable, more avid and voracious, more image-focused and new social media communication.

New languages, new content, new approaches … how can companies in general adapt to new audiences?

The most important thing is to know the target we are targeting well. Know what your tastes, concerns and habits are to offer a solution according to your needs and preferences. In any case, in the digital age it is crucial to offer content that generates value in a useful and non-intrusive way. The user should never be saturated. It is about being clear and generating an emotional bond with the audience, consistent and lasting. And, of course, all of this is possible if you can speak your own language and understand its particular rules of the game.

How is Telefónica doing it?

From Telefónica we are trying to keep up with what is happening, adapting our messages and content to the characteristics of these young people who make up Generation Z. In this journey, we have found channels and communication tools that are totally different from the usual ones. The strategic decision we have taken to face this change has been the incorporation of young talent within the company.

Young people can see up to 5 screens simultaneously, but their attention level is lower

We have a young team of professionals from different fields (designers, filmmakers and journalists) who produce multimedia content for these new generations through a Content Maketing LAB. They give us the guidelines to give that point of reality to what we do. As we said, they are the true digital natives, they and technology think the same. Incorporating this talent into brands is essential to connect with that audience.

And to manage the incorporation of this young talent, we have launched the Join initiative. It is about creating a community of committed and talented young people who have the attitude to change the world. For us, Join are all young people with the skills and attitudes to lead the digital transformation. During the four years that different programs of this initiative have been running at Telefónica, 1,500 young people are already part of Join.

How do social networks influence new users?

For Generation Z members, social networks are a natural channel of communication. According to the latest reports that we handle, they use between 6 and 10 different profiles, and, although each one has a specific purpose, they all integrate with the rest to form their personal branding. For this generation, social networks are practically an extension of their memory, so they have an important communicational and emotional value for them.

For young people, social networks are an extension of their memory

Through the different accounts they seek to entertain, browse and chat. To the traditional Facebook, YouTube or Instagram, the new generations also add other networks such as Snapchat or Kik. In short, social networks is an absolutely natural and essential part of the way in which these generations relate to the world in general.

Should these be understood as a mere channel of customer service or should we go further?

Social networks have to be understood as just another vehicle to connect with the user. To generate a link with it. To create engagement and networking with the audience that interests us. And all this is much more than being a mere channel of customer service.

New social platforms emerge every day … how does a company define those in which it should be? Should we try all the ones that come out?

We are on social networks that are interesting for our target users. We want to be where they are, speaking to them in their own language and offering them value and interaction that allow us to create a link over time. Right now, Join (joinnovation) has accounts open on Snapchat, Instagram and YouTube. In addition, we also have a Pinterest account (Telefónica Graphics) that collects all the graphic content, and part of the audiovisual content, that our Content Marketing LAB generates. All this, without ceasing to be continually testing new platforms and very attentive to the communication habits of the youngest

Blogs… are they still valid communication elements or have they been replaced by other social channels?

Today, blogs continue to be essential elements of communication in any communication strategy. In our case, blogthinkbig.com, Telefónica's corporate blog specialized in technology, innovation and entrepreneurship, continues to be a very important channel, which continues to grow in impact and influence. During the three years it has been in operation, 11 million readers have already been reached, and a total of 1,500,000 visits per month. In addition, it has 120,000 followers on Twitter, and 52,000 fans on Facebook.

Short video is king in any communication strategy right now

For this reason, since its inception, blogthinkbig.com has had all the necessary support to become the benchmark it is today in technology and innovation. Our reason for being is the user, and in this sense, the improvement of the metrics month by month has only reinforced the commitment to this canl.

Recently a Facebook manager pointed out that in the social network in 5 years everything will be video content … do you think that the video
will he be king for years to come? What role do live video broadcasts play?

Without a doubt, the short video is at the moment the king content in any communication strategy and content make-up worth its salt, and I believe that this trend will prevail over the next few years.

Can a new language be considered in use of emoticons? Why are they so popular?

Obviously, emoticons have already become a universal language, although, yes, not without confusion due to the different interpretations they admit. Its popularity is entirely in line with the triumph of quick messages and image over text.

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We have spoken to you on numerous occasions about the importance of how technological innovation can benefit large companies to strengthen ties between company and client or provide interesting benefits when it comes to improving the relationship with workers.

In this sense, the role of social networks, electronic commerce and the application of new technologies are essential, as well as it is a challenge for companies to adapt both their businesses and work processes to the dizzying pace that technology imposes.

Today we are going to discuss a success story, that of Banco Sabadell and how it has carried out the digital transformation of its Human Resources management. To lead the project successfully, there was only one possibility: put the employee at the center of the organization, involve him and empower him in the digital transformation.

In this way – and it is not easy, since it affects all business areas and implies a challenge of managing change and innovation – the employee is positioned and competitive in new changing environments.

In this sense, at Banco Sabadell they have spent years betting on developing new work processes, offering continuous training adapted to the needs of each employee and loyalty to employees.

In such a changing technological universe, giving the employee the necessary tools to continue training and advancing in the face of new challenges means enhancing the company's internal talent so that it naturally offers the best service to customers. If an employee has a need, your company must offer training and development opportunities.

In the same way that you want to offer the best customer experience, it must also be given to employees and collaborators, since they will be the ones who end up moving it to their environment. It is the best way to improve engagement, increase internal satisfaction and retain talent.

In this context, social networks acquire a new dimension. Thanks to them, candidates can learn a lot about the company's work culture, its day-to-day life and how it interacts with the public. This represents a great opportunity, but also a great responsibility, since they force companies to be increasingly transparent.

But in addition, social networks allow the company to know a lot about the candidate before he even becomes interested in the company. They are a channel where to detect trends in relation to the new profiles that are demanded, discover and contact outstanding professionals, make a diagnosis on whether the selected profiles really fit with the values and business culture.

You have more details on how new technologies have changed the way of managing Human Resources at Banco Sabadell in the following video:

* Sponsored post


Facebook
already allows users to activate security checks , in such a way that the social network will no longer be in charge, as until now, of starting this functionality automatically. There is no need to wait for the alert to activate after an event. Users will be able to activate it manually.

Facebook is also introducing a new companion feature called Community Help.

This monitoring tool, known as Facebook's Safety Check, helps users find out if their loved ones are safe and sound in case they are in an area affected by a natural disaster or crisis.

The company has explained in a post on its official blog that “when many people post about an incident in an affected area, they can be asked if they are safe. Once marked safe, a person can invite friends to do the same. ”

From now on, anyone can ask this question without waiting for Facebook to activate the protocol, which will avoid delays or criticism, as happened in the past, when the social network did not enable Safety Check in a certain area. The firm has been testing the possibility that users activate Safety Check since June and now, finally, it enables it for all users.

This change comes more than 24 months after the social network launched the tool in 2014. In addition, Facebook is also introducing a new complementary feature called Community Help , which has been defined as “a place where people can give and get help. for things like shelter, food and supplies. "

The waters continue to revolt on Twitter. The company has not found a buyer yet and all eyes are on the next Thursday, October 27, the date on which it has to present the results of the last quarter (and deadline that Jack Dorsey, CEO and co-founder of the company) had given. , to find who wants the company).

The layoffs would affect 8% of the workforce, especially in the sales and sales area

They should not be too flattering and, in addition, it is possible that this week Twitter will fire 8% of its workforce . According to information to which Bloomberg has had access, the microblogging network plans to lay off 300 employees in the coming days.

Just a year ago, when Dorsey took over the company, Twitter already made a similar number of layoffs. Another 336 employees lost their jobs in October 2015, also 8% of the workforce at that time, as we already told you in TreceBits.

The announcement of the layoffs is expected to take place even before the results are announced, so it could even occur in the next few hours. In fact, rumors are growing that they could communicate this afternoon.

It is not officially known what areas of the company they could affect, nor if they would take place in all parts of the world or only in the headquarters in the United States, although it is speculated that the sales teams may suffer the most. cuts.

Even the number of 300 layoffs is taken as "indicative" and could vary. However, what does seem certain is that there will be drastic cuts in the company.

The situation is critical, as the firm has seen the value of its shares drop by 40% in the last 12 months, making it difficult for the firm to pay its employees with shares and also to retain talent.

The social network Facebook has journalists in the United States who curate content and select the most important information every day for the platform's trends section. It shows the most popular news on Facebook in the United States, journalists write the title and a summary of it and link to the original source.

A former employee assured that information from the conservative party in the United States was hidden

It is supposed that they carry out this task of content selection freely and without any type of pressure , based solely on journalistic criteria, but as some former employees of the social network have denounced, this may not be the case.

Yesterday the news jumped when a former journalist employed by the social network assured that he and his colleagues had been ordered to suppress political news about the American conservative party and that they did not appear prominently in the trends module.

As he pointed out, among other topics, news about Mitt Romney, Rand Paul or the conservative meeting in the CPAC was silenced while the influence of other news that organically should not have appeared in the Trends section was inflated.

Facebook has come out on top of the allegations. Tom Stocky, the person responsible for the Trending Topics section, has published a post on the social network in which he assures that the statements made by the former employees of the company have been taken very seriously and they have made a investigation. "We have found no evidence that the allegations made anonymously are true," he noted.

Stocky has assured that in his team they have a very rigorous editorial line whose sole objective is to ensure the consistency and neutrality of what is published.

For this reason, it is totally forbidden to suppress any political perspective in the information that is shared. "No source of information is prohibited from appearing on Trending Topics," it states.

As he points out, Trending Topics is a tool whose function is to show the conversation that is occurring at any time on Facebook.

Topics are selected by an algorithm, and team members review them to make sure they are true news. "We do not include stories artificially," he says, while affirming that they will continue to work for the impartiality of the section.