A creative campaign that surprises and delights customers, and additional emphasis on mobile from Facebook and LinkedIn*. Check out some of the latest updates in social and enjoy this week’s Digital Dice!
In response to a multitude of user reviews surrounding the release of Ford’s 2013 Fusion, the automaker launched a digital campaign on Twitter directly thanking fans and challenging critics. The ‘Random Acts of Fusion’ campaign addressed online conversations and surprised drivers with car washes, test drives and even musical remixes of their tweets, using the hashtag #backatyou. The manufacturer’s team developed content that lived on the Ford Fusion YouTube page and was leveraged on Facebook, Twitter, Instagram and Tumblr. The echo of real sentiment throughout the campaign resulted in more than 11 million views and nearly 200,000 new Ford Fusion Facebook fans.
Facebook unveiled Open Graph mobile at its Mobile Developer Conference in NYC this week. Though Facebook already has a massive reach on mobile, this development demonstrates an increasing priority for Facebook to become a mobile-first platform. Open Graph is designed to make it easier for developers to integrate the Open Graph into their mobile apps, a feat that has proved difficult in the past. The breakthrough is that Facebook has created a new Object API that allows developers to directly create Open Graph objects without having to host a webpage with Open Graph tags, meaning they won’t have to maintain a separate page and web server.
LinkedIn’s recent acquisition of Pulse, a mobile app that allows users to create personalized news feeds, will help the professional networking company continue to curate news and content that is relevant to its users. As members comment on and share content gleaned from Pulse, they can further hone their personal brand on the site, benefiting both LinkedIn and its users. Pulse is the fourth acquisition LinkedIn has made in recent months, following purchases of Rapportive (a Gmail plugin for social network updates), SlideShare (a searchable collective of corporate presentations) and 15 patents from Digg, one of which included the ability to promote a story.
Facebook is currently testing two new formats for posting links, both with the intent of visually capturing the attention of users. In the first test, links are shown with larger photos and no headline or summary. The second test looks identical to current link-based posts, but includes a small icon in the bottom right corner to indicate the link’s destination. These tests reveal that Facebook is working to appease advertisers by measuring how content is consumed in order to more effectively drive traffic to third-party sites.
Pinterest’s new layout provides brands with visual ways to take their creative marketing to new levels, and reach audiences through curating compelling and highly sharable images. Fast Company shares a list of tips for taking full advantage of updated features to get the most out of the platform, with ultimate goals of growing a strong and interactive community.
*LinkedIn is an Edelman client.
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