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Facebook Adds New Safety Check and Live Video Enhancements for Workplace

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With many businesses set to re-align their processes around remote working, even in the wake of the pandemic, Facebook Workplace has seen a significant boost in growth, with millions of paid users now signed on to use the Facebook-for-business model in order to maintain connection with colleagues.

And today, Facebook has announced some new enhancements for its professional platform, including an updated Safety Check feature to keep tabs on employee safety, and live video enhancements to facilitate more presenters in a stream.

First off, on Safety Check – as explained by Facebook’s Alexandru Voica:

“Safety Center is an evolution of Safety Check that will provide increased functionality and a new UX to help organizations check on employee safety, manage communications during incidents or issue Travel Advisories to employees during the pandemic.”

Facebook Workplace safety check

As you can see in these examples, the new Safety Check will provide a quick, easy way for employees to check in during a crisis – which could become increasingly important when you have various staff working in different locations.

The responses are then displayed on the Workplace platform, providing more transparency over the impacts.

Facebook Workplace update

That could also make it easier to track employee availability in different regions as impacted by the various lockdowns and COVID-19 mitigation efforts, eliminating downtime in waiting for email response.

In addition to this, Workplace users will now also be able to run live video streams with multiple presenters: 

“Enabling companies to share information and easily bring together different voices and internal or external speakers in one broadcast.”

Facebook Workplace live video update

Workplace added video Rooms and the capacity to broadcast from desktop PCs, or even your home TV set (via Portal) last May, while it also added a new Q & A post option to help improve internal communications – including up and downvotes on comments – back in May (you can see the up and downvotes on the comment below the video panel in the example above).

Streaming with multiple presenters on the main platform adds to these elements, providing another way to connect and collaborate from multiple remote work stations.   

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As noted, Workplace saw significant growth last year, and looks set to get even bigger in 2021, especially with Facebook removing its free plan for users back in December. That will mean that a lot of organizations that are already using Workplace will be forced to switch across, which should see its paid usage numbers rise significantly from the 5 million that the company reported in May last year.

Will the lack of a free trial option slow Workplace’s momentum?

It seems that, with the increasing WFH shift, and the familiarity of Facebook tools for internal collaboration, it should see sustained growth. And as more companies come on board, it could become a more significant enterprise player, providing a simple, easy to use option for internal connection and productivity. 

Socialmediatoday.com

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LinkedIn Launches ‘Document Ads’, Offline Conversion Data Integration and More

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LinkedIn Launches ‘Document Ads’, Offline Conversion Data Integration and More

LinkedIn has announced some new ad tools to help you maximize your LinkedIn campaigns, including Document Ads, offline conversion data integration, and a new Media Library for storing and sourcing ad content.

First off, on Document Ads – as it sounds, LinkedIn will now enable advertisers to promote long-form documents direct in user feeds, which can also be made available via sign-up to maximize response data.

As you can see in this example, LinkedIn’s Document Ads provide a preview in the feed (three pages in this instance), in order to entice users to download the full research piece.

If you choose to add a lead-gen form, you can gather more insight about the people who are interested in your documents, while you can also make your document free to download from the promoted update, with LinkedIn then able to provide data on which members downloaded it.

The format could help marketers capitalize on the popularity of LinkedIn’s Carousel posting option, which enables users to share a document in a post that users can then scroll through in-stream.

LinkedIn made Carousel posts available as an official option back in July, though users had actually been creating their own document carousels for some time, by uploading a PDF as a post attachment, which essentially facilitates the same functionality.

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And the format has proven to be effective. According to insights from SocialInsider, native documents and Carousels generate 3x more clicks than any other type of content in the app (even video posts).

LinkedIn carousel example

Given this, Document Ads could be a good addition, likely worthy of an experiment the next time you have a longer piece to share in the app.

LinkedIn’s also added the capacity to include Offline Conversion data within your ad process in the app.

Offline Conversions enables you to connect the offline conversions you track via other tools directly to LinkedIn. You can manually upload CSV files directly to Campaign Manager or leverage a LinkedIn Marketing Partner. Supported partners include Adverity, HubSpot, LeadsBridge, LiveRamp, and Make.”

The process enables you to include additional performance data, like in-person transactions, phone calls, or sales in your CRM, within your LinkedIn campaign measurement and optimization process. Which could be a good way to improve response, based on data matching, helping to better focus LinkedIn’s targeting on the right elements.

Finally, LinkedIn’s also adding a new Media Library option, where you’ll be able to save all of the media elements that you use in your LinkedIn campaigns.

The media library is a single location for uploading, managing, and selecting media for ad creation, which helps you save time, drive better performance, and improve collaboration.”

Similar to media library options in other apps, LinkedIn will now provide a repository for your ad creative, which will then make it easier to reuse and repurpose ad content in new campaigns.

For example:

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You can create up to five ads at once; all you have to do is select the image or video you want to use (or re-use) from the media library and each will become its own ad. Since any marketer with the necessary permissions can access an account’s media library, it also makes collaborating with teammates within a single account much easier.”

Advertisers will be able to access the Media Library within the campaign creation process for single image ads and video ads, though you won’t be able to access it outside of this.

Some worthy additions, which could help to enhance your LinkedIn marketing approach.

You can download a guide to LinkedIn’s Document Ads here, find out more info on setting up offline conversions here, and get more insights into the new Media Library at this link.

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