It’s been a busy week across the social media stratosphere. Facebook announced its embedded post feature yesterday, and Pinterest has introduced a new alert that lets users know when the price of an item they have pinned has dropped. Both features help further establish the functions that marketers have developed for them: Facebook as a content sharing platform, and Pinterest as an e-commerce site.
Facebook now allows users to embed their public statuses across the web. Readers can interact with an embedded status just as they would on Facebook; they can like the page from which the embedded post was pulled, they can follow users who posted the embedded content, and if a hashtag was uses in the status, users can use that hashtag to discover similar content.
Pinterest’s new feature is an addition to the “Rich Pins” feature that was introduced to the site in May 2013. Rich pins allow users to include specific details about an item in a pin, including the originating website, product purchase info, recipe ingredients, and other details that allow users to interact more fully with pins. The price drop alert is an email that is automatically generated by Pinterest and sent to users when a product pinned by them has had a price reduction. These emails will be an aggregation and summary of all applicable pins to reduce the number of emails users will get from the site.
So how do these new attributes help marketers? Facebook’s embedded posts allow you to share content across multiple platforms, and continue conversations across multiple platforms. It’s a great way to add value to a campaign to drive users to your brand’s Facebook page – the fact that users can interact with embedded content drives engagement not just on social media channels, but on blogs and other high quality branded content as well. Pinterest is continuing to evolve into an additional e-commerce opportunity for marketers to push products and services. It will be interesting to see if Pinterest moves away from a social platform to a more e-commerce center, allowing users to actually purchase through the site.
Both of these examples show that social media marketing is constantly growing and evolving; it can be tough to keep up with all of these changes. inSegment has the social media marketing experience to know what works now, and to anticipate what will work in the future.