This Week in Search: 4.10.15

How has location-based advertising improved? Why do marketers need to reevaluate their social strategy? The answers to these questions and more in this week’s newsletter. 

New & Noteworthy: 

  1. Putting the “Social” Back in Social Media
  2. Deep Search for Twitter
  3. Rest in Peace, FBX
  4. Location Advertising Narrows

Putting the “Social” Back in Social Media

Originally hailed as a new way for brands to listen to and connect with consumers, social media has become less of an exchange and more of an additional advertising platform. How can your brand benefit from this evolution? Learn more from Ad Age.

  • WHAT DOES THIS MEAN FOR YOU? Go back to the basics – don’t use your social channels solely as advertising platforms – listen to, learn from, and engage with your audience to improve your strategy.

Deep Search for Twitter

Twitter now has a time-machine. Created to help social media users save the links they’ve tweeted, Kifi is a personalized search engine that not only indexes your past tweets, but also the content of the links you’ve shared and suggests related items. Check out this new tool on Tech Crunch.

  • WHAT DOES THIS MEAN FOR YOU? By storing past data and recommending similar content, thought leaders in any field will have an easier time sharing information with their followers.

Rest in Peace, FBX

Not everything Facebook touches turns to gold, as evidenced by its removal of over a dozen companies from Facebook Exchange, the social medium’s desktop display retargeting program. New data reveals that FBX is on life support – find out why on Media Post.

  • WHAT DOES THIS MEAN FOR YOU? If your company is partnered with FBX, consider making the switch to Facebook’s newer (and much improved) display tool, Website Custom Audiences. Click-through rates for ads delivered through this cross-platform display tool are skyrocketing.

Location Advertising Narrows

Blueprints, introduced this week by xAd, derives location data for local marketing from the physical boundaries of the business, rather than using map pins which create a set radius around the business.  Get the details from Marketing Land.

  • WHAT DOES THIS MEAN FOR YOU? Marketers will be able to more accurately track whether their location-based advertising resulted in a store visit or sale, instead of including consumers who simply passed through the radar.
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