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While it is a relatively small player in the digital ad industry so far, Amazon.com Inc. AMZN +1.92% is among the companies emerging as a potential rival to the duopoly. The retail giant is projected to bring in $2.89 billion in U.S. digital advertising this year, a 64% increase over 2017.

Snap Inc., though still a small competitor, is forecast to grow its U.S. digital ad revenue by 82% to more than $1 billion in 2018 while increasing its share to 1%, according to eMarketer.

Twitter faces more obstacles. The social-media company’s digital ad revenue in the U.S. is expected to decrease 4.9% to $1.12 billion in 2018.

 we tend to absorb only the first three words and the last three words of a headline. If you want to maximize the chance that your entire headline gets read, keep your headline to six words.

MailChimp published the following headline on its blog: Subject Line Length Means Absolutely Nothing. This was quite the authoritative statement, but MailChimp had the data to back it up. Their research found no significant advantage to short or long subject lines in emails. Clicks and opens were largely the same.

Organizers of TED have found that 18 minutes is the ideal length of a presentation, and so all presenters—including Bill Gates and Bono—are required to come in under this mark.

By forcing speakers who are used to going on for 45 minutes to bring it down to 18, you get them to really think about what they want to say. … It has a clarifying effect. It brings discipline.

The ideal length of a domain name is 8 characters

might want to think twice, or even thrice, before making the leap. The new tool is intended to help brands, local business, organizations or public figures create a new Fa

Facebook told me that this is a tool meant for businesses, not individuals. The company doesn’t encourage users to convert their profiles to Pages because content doesn’t move over, only connections.

Here is what converting a page actually means, in terms of user content:Only your profile photo transfers, no other profile photos or intricate profile information carries over.Any uploaded photos, wall posts, comments and likes disappear.Facebook messages disappear.Any applications linked to a Facebook account lose that connection.The username you have on your profile may or may not transfer over. In my case, it didn’t, and now http://www.facebook.com/christina.warren serves up a big fat, not found page, rather than my profile. The kicker? The name has been “used” so I can’t claim it again.The resulting account is known as a Business Account and can only be used to create and manage pages, not to engage in personal contact. This means that even if you do create a brand new Facebook profile (more on that later), you have to consistently switch between the two accounts for different tasks.

Not Taking Advantage of Local Search Consistency

Having learned a good representation for emoji, we can begin to ask questions about similarity. Namely, for a given emoji, what English words are semantically similar? For each emoji, we compute the “angle” (equivalently the cosine similarity) between it and other words. Words with a small angle are said to be similar and provide a natural, English-language translation for that emoji.

Using our algorithm, we find that many of our popular emoji have meanings in-line with early internet slang:

It seems that the most popular emoji have similar semantics to words like “lol/hehe” (

Many clusters emerge: food emoji on the left, opposite the work emoji in the top right. Shoes (bottom right) are associated closely to handbags while bathing suits are closer to the water and marine animals (top left). Alcoholic drinks (bottom left) cluster together with bowling. Towards the center, we see a large clustering of facial expressions bordered by sadness, shock, laughter, happiness and coolness. As we travel downwards, we can see happy, love leading all the way the family and wedding emoji.

On Instagram, emoji are becoming a valid and near-universal method of expression in all languages. Emoji usage is shifting the people’s vocabulary on Instagram and becoming an important means of expression: their use is anti-correlated with internet slang like “lol” and “xoxo.”

you can provide the influencer with some pointers. Would you prefer they include keywords in the title of their product review blog to boost your SEO? How many hashtags do you want them to use, and are fans likelier to adopt shorter ones over longer ones? Should they use emojis? (The answer is almost always yes.) Which CTA performs better, “Save 15% off now with my promo code” or “Use my promo code now”?

Speaking of promo codes, what learnings can you apply from sales you’ve run in the past? Does a percentage or dollar off amount drive more conversions? Does what works for sales on your own website work just as well in the context of an influencer promotion?

Perhaps influencers’ fans are more excited about getting a free sample or trial instead of a discount. In this scenario, try testing free sample promotions with some influencers against discount offers with other influencers. Just be sure to choose influencers with similar audiences, industries, and/or locations to keep the other variables as similar as possible.

A/B test the heck out of your influencer landing pages. Try different CTA button placements and colors, test removing the navigation, and see how personalizing the page for the influencer’s audience affects conversions.

Not all your influencer marketing content is published by the influencer. Sometimes, as with the landing pages, you are using the influencers in your own content. A/B test the items under your branded control, too.

if you feature an influencer in an email newsletter, is it best to call that out in the subject line, via the sender name, through a hero image at the top, or some combination of the above? Should you target different subscriber lists for different featured influencers

when a user gives Facebook a phone number for two-factor authentication or in order to receive alerts about new log-ins to a user’s account, that phone number became targetable by an advertiser within a couple of weeks

I’ve been trying to get Facebook to disclose shadow contact information to users for almost a year now. But it has even refused to disclose these shadow details to users in Europe, where privacy law is stronger and explicitly requires companies to tell users what data it has on them.

To test the shadow information finding, the researchers tried a real-world test. They uploaded a list of hundreds of landline numbers from Northeastern University. These are numbers that people who work for Northeastern are unlikely to have added to their accounts, though it’s very likely that the numbers would be in the address books of people who know them and who might have uploaded them to Facebook in order to “find friends.” The researchers found that many of these numbers could be targeted with ads, and when they ran an ad campaign, the ad turned up in the Facebook news feed of Mislove, whose landline had been included in the file; I confirmed this with my own test targeting his landline number.

“I think that many users don’t fully understand how ad targeting works today: that advertisers can literally specify exactly which users should see their ads by uploading the users’ email addresses, phone numbers, names+dates of birth, etc,” said Mislove. “In describing this work to colleagues, many computer scientists were surprised by this, and were even more surprised to learn that not only Facebook, but also Google, Pinterest, and Twitter all offer related services. Thus, we think there is a significant need to educate users about how exactly targeted advertising on such platforms works today.”

There are certainly creepier practices happening in the advertising industry, but it’s troubling this is happening at Facebook because of its representations about letting you control your ad experience. It’s disturbing that Facebook is reducing the privacy of people who want their accounts to be more secure by using the information they provide for that purpose to data-mine them for ads.

When I asked the company last year about whether it used shadow contact information for ads, it gave me inaccurate information, and it hadn’t made the practice clear in its extensive messaging to users about ads

Terms You Should Monitor What should you track with these tools? Consider the following: Mentions of your brand name. Mentions of your CEO or important executives. Competitive brand mentions. Relevant industry terms. Key influencers.

Keep an eye on your brand mentions. Check in periodically and use email alerts to stay on top of discussions as they happen. Use your crisis scale to assess problems. Then, respond accordingly.

To determine how many negative messages constitutes a crisis, Hootsuite recommends setting crisis thresholds.

Using your crisis scale, establish who is responsible for managing the response at each level. It might look something like this:

Your employees likely all have their own social media accounts. When disaster strikes, they may not know what they can (and can’t) say about the issue publically. So, it’s important to make sure they don’t go rogue or leak information you don’t want to be released. This could make a bad situation worse. Get in front of this with a documented response plan.

Craft Emergency Response Messaging Templates When a mistake happens, you may not have time to issue a detailed response right away. However, you’ll need to say something to acknowledge you’re aware of the issue before things get out of hand.

These days, influencer marketing has been so constrained that there may be no value there for your customer or brand. SEO expert and Moz founder Rand Fishkin noted this last year in a tweet, when he observed that influencer marketing used to mean a brand would "discover all the sources that influence your audience and do marketing (of all kinds) in those places.”