Tracking Nascent Social Media Platforms Cost of Doing Business

Facebook, Twitter and, to a increasing degree, Instagram tend to suck up most of the oxygen when it comes to how communicators can leverage social networks and align them with corporate goals and objectives. But in the last several months a slew of new social networking tools have strutted across the social landscape prompting massive attention throughout the media. For example, earlier this month Instagram rolled out Instagram Direct, enabling users to directly message other people instead of broadcasting the message to all of their follower. And in November mobile app Snapchat rejected a $3 billion buyout from Facebook. Snapchat, which launched in 2011 and reportedly has more than 5 million users, enables consumers to send photos and videos and set a time (up to 10 seconds) for how long recipients can view their “Snaps.”
There are other social channels now flying just below the radar for PR pros to consider, such as Buffer, a software application designed to manage social networks, and Tweepi, which helps you manage your Twitter accounts.
We’re no doubt missing a few of these social platforms, what with fluidity in the marketplace. Of course, many of these new platforms revolve around video, a fairly clear indication that, however gradually, text may become subordinate to video when crafting a message.
But the bigger question for communicators is whether Snapchat, Instagram et al. have legitimate applications for business communications? Acura and Taco Bell think so, apparently. Both brands have recently used Snapchat to plug some of their new products.


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