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Pinterest Introduces Web Analytics for Business Pages … And Other Hot Topics
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If you’ve been using Pinterest over the last year and a half, you won’t be surprised when I tell you that there have been some big changes.

This is especially true if you’ve been using the site to market your business or to show off the work of your organization. Over the last few months no social network has done more to improve the experience being offered to marketers than Pinterest. And its newest feature could be the biggest improvement yet.

But Pinterest isn’t the only site that’s undergoing changes this week. Less than a week after announcing an update to its news feed, Facebook says that Timeline is getting a facelift of its own.

Read about these top stories and much, much more in this week’s marketing news roundup.

1. Pinterest introduces new Web Analytics tool

Pinterest announced a new tool this week to help brand’s better measure their results on the social network.

The new Pinterest Web Analytics tool will provide reports for a number of important Pinterest metrics including:

  • Unique pinners: the number of people who have pinned from a site
  • Impressions: the number of people who have seen these pins
  • Referral Traffic: the number of people who have visited a site from Pinterest
  • Popular Pins: the most repinned, most clicked, and most recent pins

Bottom Line:  This week I spoke to Danielle Cormier, social media specialist here at Constant Contact to get her thoughts on Pinterest’s new reporting feature. Here’s what she had to say:

“The new Pinterest analytics are great because they offer a lot more insight than the free tools that we’ve used in the past, such as http://www.pingraphy.com.  However, you do have to be a verified account to view the analytics.  This can be done by uploading your unique HTML verification file to your server.

The best part about these new analytics is that not only can you see how well the items you’ve pinned are doing but also you can view items other Pinterest users have pinned from your website. If you haven’t set up a page for your business, you can go here to get started.”

2. Facebook announces new changes to Timeline

Less than a week after announcing a complete redesign of its news feed, Facebook announced on Wednesday that new changes are also on the way for Timeline.

The new update, which is currently only being rolled out for Facebook profiles, is designed to address some of the common pain points users have brought up since Timeline first rolled out at the start of 2012.

For example, the update will provide more opportunities for users to showcase their interests like movies and books, while also making it easier to integrate apps like Instagram onto their Timeline.

The overall layout of Timeline is also getting a fresh look—with all user posts now appearing in a single column on the ride side of their Timeline and things like activity, interests, photos, and music appearing on the left.

Bottom Line: While Facebook has not made any announcement about the future of Timeline for Pages, it’s likely that similar changes could be coming soon.

In a lot of ways the redesign looks to be a return to the past, where updates were displayed in a single stream rather than the two column layout that exists today. Since its launch in 2012, Timeline has been widely criticized for being difficult to navigate, which may have something to do with the fact that 96% of new Fans will never return to your Page after Liking it for the first time.

Will a new look solve all of Timeline’s problems? Not likely. But it could make it easier to stay organized and give new Fans a better look at the type of great content you’re sharing every day.

3. 73% of mobile searches trigger additional action and conversions

This week a new study from Google provided some revealing details into the types of actions that result from mobile searches. According to the study, 73% of mobile searches result in some form of additional action—with 28% resulting in conversions such as a store visit, call, or purchase.

The study also found that 45% of mobile searches are “goal oriented,” meaning that they are conducted to help make a decision.

Looking at the amount of time it takes for these follow up actions to be taken, the study found that 63% of follow up actions and 55% of conversations occur within the hour of the actual search.

The most common follow up actions included:

  • 36% Continued research
  • 25% Visit a retailer website
  • 18% Share information and word-of-mouth

Bottom Line: In the past few years, the way that consumers find local businesses has fundamentally changed.

While traditional methods of attracting new customers to your location still may work, those businesses who do not take advantage of online and mobile search directories, ratings and review sites, and social networks to find new customers will be left behind.

A recent study from SinglePlatform found that 62% of small businesses think it’s important to be seen on major mobile apps, while 85% expect more people to find their business on mobile sites in the future.

Learn how one local restaurant adjusted to the needs of their more mobile customers.

4. Could hashtags soon be coming to Facebook?

According to a report from the Wall Street Journal this week, Facebook is working on incorporating hashtags into the social platform.

Up to this point, hashtags have been synonymous with Twitter and have appeared on other social networks like Instagram, Pinterest, and Google+. But Facebook has yet to embrace hashtags as a tool for making it easier for users to track conversations and organize content based on specific topics.

With the growing popularity of Twitter hashtags amongst advertisers however, it’s not out of the realm of possibilities that Facebook may finally be embracing hashtags after all.

Bottom Line: While it’s still unclear how hashtags would actually work on Facebook—especially considering that a large number of Facebook Profiles are set to private—it could provide a new opportunity to get your content in front of your target audience.

Hashtags are a powerful tool for social discovery, as they allow users the opportunity to search based on specific interests or topics that are relevant to them. By identifying the hashtags that are relevant to your target audience, you can reach new audiences and become part of a larger conversation.

Find out how Vinatero Wine Shop uses hashtags to get discovered on Instagram.

5. Twitter’s Vine app grew monthly active users by 50% in February

According to new data from Onavo Insights, which tracks usage of apps across iOS devices in the U.S., Vine has grown its monthly active users by 50% since its release in January.

The data also revealed that the new video sharing app is now being used on 2.66% of all iOS devices in the U.S.

Bottom Line: While it’s only been a few months since Twitter released the video sharing app, it’s clear that Vine has gotten off to a good start. What’s less clear however is what the future could hold for Vine.

Will it really be the new “Instagram of Video” or will it be a short-lived social success? We’ll need more than a few months to figure that out.

In the meantime however, it’s definitely worth checking out. Whether you want to showcase your products, made a special announcement, or just give your audience a behind the scenes look at your business—there’s a lot you can do with 6 seconds or less.

Ryan PinkhamContent Developer, Constant Contact
Ryan helps small businesses and non-profits recognize their full-potential through marketing and social media.
www.ConstantContact.com | Facebook | @RyanPinkham | More from Ryan

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