Social Media Festivus
December 9, 2014
December 9, 2014
We’re just weeks away from the holiday of Festivus. Popularized by the iconic ‘90s sitcom Seinfeld, the December 23rd holiday involves a metal pole and feats of strength. But perhaps the best part of the holiday is the “Airing of Grievances” in which a person tells their family all the ways in which they’ve been a disappointment in the past year.
As a digital communication professional, I’ve got some grievances to air this Festivus. Gather ‘round.
Instagram metrics: Facebook and Twitter have robust reporting options for social media professionals, native to each platform. You can mine an impressive amount of data to really understand what’s happening in your community. Then you get to Instagram, which… is not great. You can’t scroll through more than a month of interactions before you’re out of information. Sure, you can see the number of likes, comments, and followers. But there’s so much more I want to know! Maybe some historical data when we’re onboarding a new client? Why do I have to pay another app to pull that data for me, Instagram? Love your new photo editing capabilities and Hyperlapse, but when it comes to metrics, you’re a disappointment.
LinkedIn’s still-closed API for Company Pages: As an avid user of Sprout Social, the one significant downside of using this social media management tool over Hootsuite is the inability to schedule posts for LinkedIn company pages. It’s great to be able to connect profile pages to Sprout, but how many of us are managing a personal page for a client? I’ve been so good. Please open this up to those of us using other tools, LinkedIn.
UPDATE: On December 17, Sprout announced users can now publish content to LinkedIn pages. It's a Festivus miracle!
Facebook Ads Interface: Given the abysmal organic performance of brand page posts, we’re fans of Facebook ads to help get our clients’ content in front of their target audience. But managing the ads is not an easy process. You can access different means of promoted posts via individual page posts, various spots on a brand page, and the ads manager. By default, you see every post you’ve ever promoted for every page you manage. At an agency, it gets overwhelming. Give me the ease of Twitter ads any day.
Twitter Goes Facebook: I believe that there are Facebook people and that there are Twitter people. While we are proficient in both, digital junkies have a preference for the network that best suits our personalities and needs. I am a Twitter person. It moves fast. I can curate my content by following people who share stories that are relevant to me. And I like knowing there’s no algorithmic hoo-ha tinkering with what I’m seeing.
2014 will go down in social media history as the year when Twitter announced it will be using an algorithm to deliver “the depth and breadth of the content we have on a specific topic.” Sure, there are those who say to calm down, Twitter won’t devolve into a cesspool of Buzzfeed quizzes and viral videos. And if networks didn’t evolve, we’d still all be using Friendster. But I like Twitter just the way it is—reverse chronological order and all. I respect that the network has to make money. But removing the timeliness of the network will destroy what makes it special from all the other social networks out there. I hope I’m not airing a grievance lamenting the complete overhaul of my favorite social network in 2015.
There are my grievances for 2014 Festivus. It feels good to get that off my chest. Have your own problems with social media you’d like to discuss? Share them in the comments.