Need to Know: February 2015

Social media is constantly changing. We know that it can be hard to keep up, so each month we’re going to provide you with a quick round-up of the latest news in the space. We stay on top of all the changes so you don’t have to.



Facebook Legacy Contacts: Facebook is giving users control over what happens to their accounts when they die. The social network rolled out a new feature that allows users to designate a specific friend who will be able to access their account after they die. The feature, called legacy contact, appears in Facebook’s security settings menu. There, you can select a specific Facebook friend who will be able to control certain aspects of your page, like your profile and header image, after you die. Alternatively, users can opt to have their account deleted after they pass away.

Relevance Score: In another effort to refine and improve ads that users see in their Facebook News Feeds, the company introduced a Relevance Score for ads. The scores, which are based on a scale of 1 to 10, measures how well the ad will perform for its targeted audiences. The numbers are a reflection of the ratio of positive to negative interactions. Facebook said those interactions vary, but they are mostly determined by the ad’s objectives and may include video views and conversions.


Google Searchable Tweets: Twitter has reached a deal with Google that will make tweets from its users — all 284 million of them — instantly searchable.

Advertising for Small Businesses: Twitter introduced quick promote, a new advertising feature that allows businesses to promote tweets directly from their analytics dashboard. Businesses choose a tweet from their analytics dashboard — Twitter recommends using a tweet that already has high engagement— and select “promote this tweet to drive engagements.” From there, they can set a budget based on how many people they want to engage with the tweet. Twitter will then automatically target it to users with similar interests.



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