A guide to social monitoring, listening

Twitter displays Black Lives Matter tweets on billboards | Beauty brands seek more diverse influencers | Mondelez's virtual prom boosted Twitter following

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June 23, 2020

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The Big Story

Twitter displays Black Lives Matter tweets on billboards

Twitter marked Juneteenth by displaying real tweets about Black Lives Matter across billboards in eight US cities where protests have experienced high attendance, including Atlanta, Los Angeles and New York. The campaign also ran digitally via the platform's African American employee resource group's Blackbirds Twitter account.

Full Story: The Drum (free registration) (6/22), Adweek (tiered subscription model) (6/19)

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Connecting & Collaborating

Beauty brands seek more diverse influencers

Several beauty brands have joined the Pull Up for Change campaign to take an honest look at their diversity numbers and improve diversity in their influencer lineups. Milk Makeup aims to recruit half of its social media creators from the Indigenous, Black and people of color communities.

Full Story: Glossy (tiered subscription model) (6/22)

Mondelez's virtual prom boosted Twitter following

Mondelez's Chips Ahoy and Sour Patch Kids brands hosted a virtual prom for high school students featuring Grammy-nominated DJ Steve Aoki last month that brought a 20-fold increase in the brand's Twitter mentions that day. The event also awarded a sweepstakes winner a prom do-over at their school next year, according to Sabrina Sierant, Chips Ahoy associate director.

Full Story: Consumer Goods Technology News (6/22)

A guide to social monitoring, listening

Daniella Alscher explains the difference between reactive social media monitoring and proactive social listening and takes an in-depth look at tools that facilitate both, including Hootsuite, Sprout Social, Zoho Social, Falcon.io and Mention. "Showing your audience and customers that you care on social media is only the start of how you can continue to improve the customer experience," she writes.

Full Story: G2 Crowd (6/18)

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Marketer Moments

Ghostship, Vistaprint say "This is not a mask"

(Vistaprint/YouTube)

Vistaprint's in-house team, with Ghostship and Loom, created a "This is not a mask" campaign that shows how face masks protect others and give freedom as a voice-over says, "This is not a mask. This is a sign of love. This is solidarity." The remotely filmed spot features Ghostship staff and their loved ones, and is running across Instagram, Pinterest and Facebook.

Full Story: Adweek (tiered subscription model) (6/22)

BarrettSF creates "Hear Here" for TuneIn

Streaming app TuneIn, with barrettSF, is touting its sport and news content with a 30-second "Hear Here" spot that overlays snippets of programming with listeners going about their daily lives during quarantine. The campaign is running across YouTube, social and display.

Full Story: Adweek (tiered subscription model) (6/22)

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Platform News

Facebook: Some don't need account to run Instagram ads

Brands in the US and Turkey that want to run Instagram ads for the first time will no longer be required to connect to a Facebook ad account. "The new option is unrelated to calls to boycott advertising on Facebook over its role in the spreading of hate and misinformation, adding that it has been testing the feature for several months," writes David Cohen.

Full Story: Adweek (tiered subscription model) (6/22)

Measurement Matters

Infographic: Optimal video, graphic sizes for top platforms

This infographic from squarelovin highlights the optimal visual aspects for Facebook, Instagram, Twitter, LinkedIn and Pinterest. The firm also encourages marketers to check graphics and videos on mobile and desktop and in the viewer mode to check they fit right.

Full Story: Social Media Today (6/22)

Social Shareable

Dolphin befriends two dogs in viral video

A Facebook video posted by Magen Peigelbeck that shows a dolphin greeting her two dogs on a boat close to Savannah, Ga., has attracted more than 2.7 million views. The clips shows the dolphin repeatedly surfacing at the side of the boat as the dogs bark excitedly.

Full Story: Fox News (6/22)

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It's our job as marketers and content creators to see how we can add value to our consumers' lives in an authentic way that is connected to each brand's purpose.

Sabrina Sierant, Chips Ahoy associate director at Mondelez, as quoted by Consumer Goods Technology News