September 11

The Weekly Briefing: Twitter Follows Facebook, Tests ‘Buy’ Button

The latest headlines from our Weekly Monday Morning Meeting:

Twitter’s ‘Buy’ Button Experiment

SEO Copywriter Jared Townsend presented on Twitter’s testing of a ‘buy’ button. The news arrives on the heels of Facebook testing a similar offering in July. Twitter’s feature will allow companies to feature the buy button integrated into their Tweets – letting users complete transactions all through the popular social network. The addition arrives after Twitter hired former Ticketmaster CEO Nathan Hubbard to lead its commerce department last year. Meanwhile, an article from Katie Landan of the LA Times made a good point that impulse shoppers should “beware” of the feature. Without a doubt, it’s likely that delivering buy options directly to users’ social feeds will only make impulse transactions that much more tempting. 

Compelling Email Subject Lines

Marketing Director Caitlin Tvrdik presented on an article written by VerticalResponse Inc. for Business2Community.com. The post discusses how to successfully create “compelling” email subject lines – helping more readers open your messages. Among the suggestions were keeping it short, using call-to-actions, expressing a “sense of urgency,” personalizing the message and using other words instead of just “free.”

Facebook Cuts Down on ‘Click-Baiting’

Social Media Manager Paige Craig briefed everyone on Facebook’s plan to cut down on “click-baiting.” Click-baiting covers news stories people post to Facebook’s news feed that feature headlines like “You’ll never guess who or what…” And while headlines such as these get high click-through rates, Facebook noted through its Newsroom that such links “can drown out content from friends and Pages that people really care about.” So what does this mean? You’ll likely see less spammy headlines and more quality content – a win-win when all is said and done.

Marketing After Google’s ‘Pigeon’ Update

SEM Lead Tyler Halonen discussed a report from Search Engine Land’s Chris Silver Smith covering best practices for Internet marketing after Google’s Pigeon update. If not familiar with Pigeon, the update made changes to Google’s search algorithm with the intention of improving local results. In the Search Engine Land report, Smith notes that Internet yellow page directories are on the rise thanks to the algorithm change – this includes sits like Yellowpages.com, Superpages.com, Yellowbook.com, Insiderpages, Manta.com, etc. So how do you go about optimizing your company for such online presences? Silver recommends searching for your business type in Google, seeing which sites rank well for your local area and trying to decide whether getting a listing on the site is worth it (especially if you have to advertise). Such a decision may depend on how your listing will show up on the site – will it be highly visible to viewers towards the top of results or kind of hidden on the page?