Social Media Newsfeed: Amber Rose vs. Kim Kardashian on Social Media | Yelp Open Data Project

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Amber Rose Escalates Feud with Kardashians on Instagram (The Daily Dot)
Vodka spokesmodel Amber Rose can’t resist a chance to throw some shade on Instagram. When the well-endowed wife of Wiz Khalifa isn’t posting barely there bikini pics to prove just how “MILFY” her ass is, the 31-year-old mother is trolling the Kardashians with Kanye memes. Daily Mail Amber Rose has branded Kim Kardashian a ‘w***e’ during a bitter Twitter feud with Khloe. After she blasted Kylie Jenner, Khloe spoke out in her little sister’s defense, and now the model – who dated Kanye West – has some more cruel comments about the family. Cosmopolitan The move comes after Khloe Kardashian tweeted in defense of Kylie Jenner over another of Amber’s Kardashian-Jenner disses. If that didn’t make sense to you, you’re not alone.

Yelp Suggests its Open Data Project Could Help End Food Poisoning (VentureBeat)
A study by Harvard Business School suggests that publishing inspection scores on Yelp actually pressured many businesses to improve their scores in subsequent inspections. HBS apparently found the correlation after notifying a selection of restaurants that their scores will be published on Yelp.

Here’s How Marketers Late To Mobile Game Can Still Win (SocialTimes)
Mobile adoption is increasing, and there’s still time to get it right (assuming you’re not already) – and win. And here are some stats to frighten you into acting now!

But First, Let Me Take a Jelfie (The Next Web)
If you’re tired of seeing the same old duck-faced, Instagram-filtered, carefully-angled mirror shots, it’s time to take self-portraiture to the next level. Introducing … the “Jelfie.” You can only imagine what it’s short for.

Why CPC, CPM, oCPM and Other Bid Types Don’t Matter (SocialTimes)
The default bid method on Facebook is oCPM (optimized CPM), and you should leave it there, except in rare circumstances. We used to be able to trick the system in all sorts of ways, the topic of another article, but now it’s not necessary.

What’s Worse — A Disappearing Ad or One That Isn’t Seen at All? (Ad Age)
The very nature of ads on Snapchat is that they will behave just like regular posts on the platform. They will disappear, yes, but they will only disappear once they have been seen.

Sauza 901 Leverages Justin Timberlake for #SNL40 Real-Time Marketing Moment (LostRemote)
For the 40th anniversary of Saturday Night Live, Sauza 901 Tequila got into the real-time marketing action by banking on a series of planned and unplanned pieces of content that, like their co-founder Justin Timberlake, were smooth and subtle, yet effective. It takes some BRaVe storytelling skills to navigate the real-time marketing waters with great content and engaged fans when the moment is pretty much one viral bit after another and everyone is trying hard to be just as witty online (there had to have been at least 20 SNL-related trending topics on Sunday from Turd Ferguson to Eddie Murphy).

8 Social Media Mistakes That Are Killing Your Brand (Entrepreneur)
Social media has great potential for businesses looking to increase their reach, traffic and leads. But when it’s not used properly, it can actually damage your brand’s reputation.

As WhoSay’s Celeb Network Grows, More Marketers Look to Stars for Branded Content (Adweek)
On Oscar weekend, actress Rosario Dawson will open a pop-up store in Los Angeles to promote Studio One Eighty Nine, a clothing line tied to her foundation promoting African culture and content. Leading up to Sunday’s big awards show, Dawson will release five short videos on her social media accounts that will feature her tooling around Los Angeles as she prepares for the store’s grand opening — driving not just any car, but a Lexus, which sponsors the video series.

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Are Facebook and Yelp losing the support of small businesses?

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Editor’s note: This is a guest post by Stuart Wall, founder and CEO of Signpost. The post went through Pando’s usual editorial process and Mr Wall was not paid for his work. 

Last month I struggled to help my sister remove an inaccurate Yelp listing. Her pottery business moved over a year ago, yet many would-be-customers are directed to her old address. Simple problem, right? Not quite. Yelp offered her little in the way of support: there’s no phone hotline, customer service requests disappear into internet ether, and Yelp’s message boards offer more dating advice than small business tips. My sister’s frustrations are increasingly echoed by Main Street businesses using Yelp and Facebook.

Facebook and Yelp are becoming less effective for small businesses to build an audience. Both firms acknowledge the importance of the $ 50B small business advertising market. Both have invested in small business-focused products and educational content. But Facebook and Yelp seem to prioritize shareholders and consumers ahead of small business users. Many small business users feel their core business offering isn’t working for them.

For small business users, customer relationships developed on Facebook and Yelp are rented, not owned.  Last November Facebook announced a policy that will prevent small businesses from reaching most of their followers unless they pay for advertising. Some small businesses felt like they’d be duped; after spending time and money to grow their Facebook following, they’ll no longer be able to connect with those same followers without additional investment. Dan Levy, Facebook’s head of Small Business, tried to comfort users, noting that he “feels a lot of empathy” for businesses who “are feeling the evolution”. Yelp offers free tools like reviews and messaging, but similarly controls touch points and contact information, preventing businesses from building relationships outside of Yelp. Powerful communication tools like image slideshows, videos and call-to-action buttons are limited to users who pay for Yelp advertising.

Facebook and Yelp also charge big fees for small business advertising. Yelp’s standard $ 300/mo advertising package drives only 1,000 banner ad impressions, which is over 100x the cost of ads on Google’s display network. According to Google, around 1 in 10,000 viewers of a banner ad will make a purchase. Yelp advertisers may be paying more than $ 1K for every walk-in-the-door customer. More recently Yelp introduced pay-per-click programs for select merchants, but requires businesses to spend a large part of their budget on the communication tools mentioned above. In 2013 Yelp hired the Boston Consulting Group to survey Yelp advertisers and prove that Yelp ads drive results. Unfortunately it’s impossible to validate BCG’s rosy analysis as Yelp can’t verify in-store purchases and BCG didn’t publish their methodology.

Facebook ads are much cheaper than Yelp. But the conversion is low. Facebook lacks purchase intent. Consumers rarely use the platform to search for a small business like they would on Google and Facebook doesn’t allow advertisers to target their ads based on real-time searches. Therefore the number of Facebook users making a purchase after seeing a small business ad is low.

Finally, Facebook and Yelp provide limited control of business profiles. Yelp filters reviews they view as unhelpful. Filtered reviews aren’t displayed on a profile and aren’t included in the business’s star rating. Business owners often complain that legitimate positive reviews are hidden while questionable negative ones surface. Yelp provides little recourse for businesses who feel they’ve received an unfair or biased review. Businesses are allowed to flag and respond to reviews, but they’re not able to remove them from their profile or star rating. Facebook reviews are easier to manage, but business owners must adapt to regular profile and policy changes.

Over the last four months, the head of Small Business at Facebook engaged small business users in town-hall-style meetings across the United States. Like the political town hall equivalent, many felt that Facebook’s effort was more form than substance. It was during these sessions that Facebook engineers designed an update that killed the value of followers for a small business page. In the short term, many small businesses feel like they have no choice but to use two of the largest, most well known platforms in their space. The YellowPages once enjoyed a similar advantage. Facebook and Yelp should take note: without the trust and support of small business users, they may be disrupted faster than their predecessors.

[illustration by Brad Jonas]

PandoDaily

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