Content Marketing Round-Up: Social Media Edition
Jul 12, 2016
So, it’s been a minute since we’ve done a content marketing round-up. In the past, we’ve offered creative advice, considered listening and learning, and even discussed how content marketing and design can add value.
It seems fitting that we kick off this social media commentary edition of the round-up talking about Pokémon GO, a game where users “round-up” Pokémon using augmented reality technology. Gotta catch em all!
Check out the following industry articles, and read through our take on each:
A Marketer’s Guide Pokémon GO – AdvertisingAge examines how Pokémon GO will influence future mobile experiences, and offers four reasons why the game should inspire other marketers.
Our “Mew”sings : Most people can imagine and appreciate the possibilities of where AR and VR will take us. What’s exciting – and evident – with Pokemon GO is how much potential there is with simply recycling or remixing tried and true content that has, and continues to work.
Yes, it was pretty much a guaranteed win for Niantic, considering Pokemon’s longstanding fan base (myself included), but for marketers, it’s a fantastic example of how offering immersive experiences can attract entirely new audiences to increase overall value. In this case for The Pokemon Company, Pokemon GO has reached segments of the mobile user audience who previously weren’t quite game to invest their Poke-interests into dedicated handheld gaming devices. Going mobile makes a giant family of products that much more accessible.
Additionally, and more importantly for brands and businesses, there’s a fundamental relationship dynamic that is possible with AR that we haven’t seen before with other channels for messaging. That is, one in which brands and enterprises can literally show a user (as with a camera) another way of perceiving the world around them in real time, thereby enriching a user’s experience without telling them how the brand may or may not be able to “make their lives better.”
Nate Jones, Junior Digital Strategist
How Facebook is Dealing with Live Videos of Police Shootings – Facebook initially removed footage of Philando Castille’s death, and now people are wondering where the social network draws the line between graphic content and citizen journalism.
Our Take: It’s official. Facebook Live isn’t just for interviews from your favorite celebrities and goofy clips of Chewbacca masks.
Terrifying footage of violence is now stealing the spotlight – live-streaming of protests and police brutality have caused many to compare the impact of Facebook Live on society to that of the radio during World War II.
On the other hand, there are more and more videos of terrorist acts and hostage situations. While I support the benefits of Facebook Live – accessibility, ease of use – I have a hard time understanding the standards for these graphic videos.
How are these live-streams being monitored in real time? And what is the criteria for the videos that get to stay up and the ones that get removed?
The article mentions graphic content is removed “if it celebrates or glorifies violence,” according to Facebook’s content standards. This decision requires a quick evaluation, potentially done by a computer algorithm responding to Facebook users reactions to the post.
Facebook is working on an artificial intelligence solution that would rely less on community monitoring, but I’m not sure if anyone will come up with a great solution any time soon. We may just have to write the rules as we go.
Courtney Walker, Marketing Coordinator / Graphic Designer
How This Man Duped a String of Ad Agencies and Almost Got Away With It – AdWeek profiles the rise and fall of Bill Grizack, the serial fraudster that “rattled an international agency holding company, caused two businesses to suffer a combined $4million in losses, affected seven shops across the United States and destroyed dozens of jobs.”
Our Take: I’ve been following the Bill Grizack case and his career of deception for several years – as much of the agency world has – but this article has a great timeline. It also provides new details, about as much as I think we’re likely to learn about the whole story.
I can’t help but think that it’s a harrowing tale about trust in the agency world, and about the worst that can happen when self-interested people take advantage of the relationships that they’ve made.
I feel for the agencies that were involved, and the individuals that suffered due to his selfish behavior, but we could all remember to keep a healthy bit of skepticism and actively hold each other accountable as the author suggests.
Samantha Cibelli, Account Engagement Assistant Manager
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