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Facebook Adds Shops in Groups, New Product Recommendation and Display Options Tied to Group Engagement



Facebook is adding yet another element to its expanding eCommerce push, this time with the addition of a range of shopping and product discovery options in groups, in order to capitalize on niche targeting and community engagement.

The biggest addition is Shops in Groups, which, as it sounds, adds a dedicated Shop option within your Facebook Group display.

Facebook Shops in Groups

As you can see here, when a Shop is available, there’ll be a new ‘Shop’ tab in your group navigation options, while items will also be featured in a separate panel within the group feed. That will provide more ways to highlight specific products of interest to members of specific communities and interests.

And a bonus – each purchase from a group shop can also help to support that community.

For example, members of OctoNation, an octopus fan group, can now buy stickers, mugs and apparel to show their love of octopuses.”

Facebook hasn’t specified any clear revenue cut or percentage allocation to the group/merchant, as such, so this is more of an option than a defined process. But it’ll enable group admins to allocate funds to related causes if they choose – or they can advertise group branded items, or items related to the group’s interests.

In addition to this, Facebook’s also adding product recommendations in groups, in order to tap into community expertise and help group members find more relevant items.

Facebook product recommendations in groups

The process is not hugely different from adding a URL to your usual Facebook comments, but the new format will make it easier to browse the recommendations added in response to such queries, while recommended products will also be displayed in the Shop tab as well.

They’ll also be shown in a new Top Product Mentions alert in main user News Feeds, which will be displayed to people who are members of related groups.

Facebook Top Product mentions

As you can see in these example screens, the listings will not only highlight the most discussed products in groups, but they’ll also include the specific comments made about each, with a link through to the relevant group discussion.

And finally, Facebook’s launching a test of Live Shopping for creators, which will see popular creators partnering with brands in order to highlight their favorite products. 

Facebook Live shopping for creators

So it’s basic influencer marketing, but via Facebook Live, which, given the amount of people following the most popular creators on the platform, will no doubt see many brands seeking new partnerships with these influencers as they look to raise awareness of their deals and offers.

Live-stream shopping events have become a key focus for social platforms, with YouTube, Instagram, TikTok, Pinterest and Facebook all running various live shopping broadcasts and tests designed to encourage purchase behavior. The immediacy of live video, along with connection to popular influencers and stars, is a strong combination for maximizing engagement, and sales, and with this expansion, Facebook will be looking to further explore its potential on this front, and drive even more action on eCommerce listings.

Live stream shopping has been a big hit in China, where live-commerce is on track to become a $423 billion market by the end of next year. Facebook’s hoping that western consumers will align with the same trend, which could help to give its broader commerce ambitions a significant push.

Amid the pandemic-led surge in online shopping, consumer interest in, and openness to eCommerce has seen a significant shift, which has opened up new opportunity for social platforms to capitalize on these behaviors, and boost related in-app activity. Instagram seems the most likely to benefit from the push, given its focus on visual engagement, but YouTube also has ample opportunity to showcase related items, as does TikTok, the rising social app of the moment.

Facebook may not have the same visual focus nor trend value, as such. But what it does have is the audience, and with 1.8 billion people engaging in Facebook groups every month, that presents major potential to reach consumers engaging with specific topics, and specific interests, which could be highly valuable to businesses looking to get their products in front of these users.

Though the process is not clearly defined on this front as yet. Can brands partner with group admins to get their products featured? And if they do, is there any system in place to allocate a cut from sales to the group?

There are still a few elements that will need to be ironed out in this respect, but the capacity to showcase product listings within Facebook groups could open up a range of new opportunities.


Snap making changes to direct response advertising business



Snap making changes to direct response advertising business

The company posted a net loss of $288.5 million, or 18 cents a share, including $34 million in charges from its workforce restructuring. That compared to a profit of $23 million, or one cent, a year earlier.

Snap ended the fourth quarter with 375 million daily users, a 17% increase. In the first three months of the year, the company estimates 382 million to 384 million people will use its platform daily.

Snap has become a bellwether for other digital advertising companies. Last year, it was the first to raise concerns about the slowdown in marketer spending online and to fire a significant number of employees—20% of its workforce—to cut costs in the face of falling revenue.

The company has spent the last two quarters refocusing the organization, cutting projects that don’t contribute to user and revenue growth.

In the first quarter, Snap expects the environment to “remain challenging as we expect the headwinds we have faced over the past year to persist.”

Investors will get additional information about the state of the digital ad market when Meta and Alphabet report earnings later this week.

—Bloomberg News

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Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions



Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

After reinstating thousands of previously suspended accounts, as part of new chief Elon Musk’s ‘amnesty’ initiative, Twitter has now outlined how it will be enforcing its rules from now on, which includes less restrictive measures for some violations.

As explained by Twitter:

“We have been proactively reinstating previously suspended accounts […] We did not reinstate accounts that engaged in illegal activity, threats of harm or violence, large-scale spam and platform manipulation, or when there was no recent appeal to have the account reinstated. Going forward, we will take less severe actions, such as limiting the reach of policy-violating Tweets or asking you to remove Tweets before you can continue using your account.”

This is in line with Musk’s previously stated ‘freedom of speech, not freedom of reach’ approach, which will see Twitter leaning more towards leaving content active in the app, but reducing its impact algorithmically, if it breaks any rules.

Which means a lot of tweets that would have previously been deemed violative will now remain in the app, and while Musk notes that no ads will be displayed against such content, that could be difficult to enforce, given the way the tweet timeline functions.

But it does align with Musk’s free speech approach, and reduces the onus on Twitter, to some degree, in moderating speech. It will still need to assess each instance, case-by-case, but users themselves will be less aware of penalties – though Musk has also flagged adding more notifications and explainers to outline any reach penalties as well.

“Account suspension will be reserved for severe or ongoing, repeat violations of our policies. Severe violations include but are not limited to: engaging in illegal content or activity, inciting or threatening violence or harm, privacy violations, platform manipulation or spam, and engaging in targeted harassment of our users.

Which still means that a lot of content that these users had been suspended for previously would still result in suspension now, and it leaves a lot up to Twitter management in allocating severity of impact in certain actions.

How do you definitively measure threats of violence or harm, for example? Former President Donald Trump was sanctioned under this policy, but many, including Musk, were critical of Twitter’s decision to do so, given that Trump is an elected representative.

In other nations, too, Twitter has been pressured to remove tweets under these policies, and it’ll be interesting to see how Twitter 2.0 handles such, given its stated more lax approach to moderation, despite its rules remaining largely the same.

Already, questions have been raised on this front – Twitter recently removed links to a BBC documentary that’s critical of the Indian Government, at the request of India’s PM. Twitter hasn’t offered any official explanation for the action, but with Musk also working with the Indian Government to secure partnerships for his other business, Tesla, questions have been raised as to how he will manage both impacts concurrently.

In essence, Twitter’s approach has changed when it chooses to do so, but the rules, as such, will effectively be governed by Musk himself. And as we’ve already seen, he will make drastic rules changes based on personal agendas and experience.

Twitter says that, starting February 1st, any previously suspended users will be able to appeal their suspension, and be evaluated under its new criteria for reinstatement.

It’s also targeting February for a launch of its new account penalties notifications.

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4 new social media features you need to know about this week



New social media features to know this week

Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.


Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.


After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.



First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.


In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.


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