The competition to be seen as the number one social media marketing platform shows no sign of slowing down, with a number of changes being implemented by the three big players over the last month.
During the last week, LinkedIn have announced that they are going to implement two new features which will enable users to receive better insights into user activity across the platform.
One of the new features being introduced by LinkedIn is the “Who’s Viewed Your Updates”, which will enable users of the social network for professionals will be able to see who has viewed their profile and how it was received – such as the number of shares and clicks.
The new feature will not only show information relating to 1st connections who have viewed your status, but also information relating to 2nd and 3rd connections.
Whilst LinkedIn have quietly gone about their business to introduce a new feature which will enhance the users experience, Facebook have gone into direct battle with Twitter in an attempt to remain number one social networking site / reclaim the position as number one social networking site (depending on your current viewpoint).
The first move in battle which Facebook made to challenge Twitter was to announce the rollout of the hashtag function, which has been a main feature of the latter microblogging site since its early days.
Announcing the introduction of “hashtags”, Facebook said within their blog: “Hashtags will be clickable on Facebook. Similar to other services like Instagram, Twitter, Tumblr, or Pinterest, hashtags on Facebook allow you to add context to a post or indicate that it is part of a larger discussion. When you click on a hashtag in Facebook, you’ll see a feed of what other people and Pages are saying about that event or topic.”
However, Facebook have not stopped there, announcing that over the coming months, they will introduce more features including trending hashtags – haven’t we seen this already, on….oh wait…..Twitter.
For marketers and businesses the introduction of clickable hashtags on Facebook is not a bad thing, in-fact it is something which many argue the platform has been missing for sometime – with the introduction of hashtags on Twitter, it’ll be easier for businesses to bridge the gap between their clients / potential clients.
Following on from their announcement that they are to introduce hashtags onto the platform, Facebook went one step further in challenging Twitter’s grip on the social media market, by challenging them in terms of video content.
Earlier this year, Twitter introduced us to Vine, which they described as the new way to share videos.
Via Vine, users can share a six second (or less) looped video with their followers; and Twitter announced that the “brevity of videos on Vine (6 seconds or less) inspires creativity.”
Since its introduction Vine has been a big hit, with reports at the beginning of this week highlighting that there has been a two-fold increase of tweets mentioning the platform over the last two months – with over thirteen million users currently using the platform.
Seeing (again) how users were engaging with an element of social media which was they did not offer, Facebook have began to challenge Vine, by introducing videos to the popular photo sharing app, Instagram – which they acquired for a reported $1 billion.
Keeping the tradition of allowing users to alter their uploads with filters, the video element of Instagram offers a bakers dozen filters to enhance and alter videos; which can be a maximum of 15 seconds long – offering longer than Twitter’s Vine, although some cynics have suggested that this is because video adverts are set to be introduced on the platform.
Since the introduction of Instagram videos, which hit five million, uploads in the first 24 hours – Vine has seen its videos fall, with data showing that the day after Facebook announced videos for Instagram, there was a half-a-million fall in Vine videos on social media.
Whether Vine is able to withstand the challenge from Instagram Videos remains to be seen, but with social media marketing sites consistently rolling out changes to remain at the top, it has never been more important to not only be on the platforms but to also stay up-to-date with the changes.