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Bullseye Buzz: Facebook Dives, LinkedIn Soars, Google Combines

by | Jul 2, 2020

By Mark Eting

Bullseye Strategy Special Correspondent

It’s been an excessively active week in digital marketing, friends. So rather than the usual salutations reserved for our Bullseye Buzz opening pitch, let’s dispense with the frivolities and dive right in. 

Brands Backing Out of Facebook Over #StopHateForProfit

It’s been a rough few days for Zuck and Co. There’s been a call for brands to stop advertising on Facebook and Instagram due to their hands-off tactics concerning hate speech on the networking sites. And brands have been listening. As of this publication, Coca-Cola, Starbucks, Unilever, Verizon, Ben & Jerry’s, Patagonia, Eddie Bauer, Levi Strauss, North Face, Pepsi, and Magnolia Pictures are just some of the companies pulling ad dollars for July. You can see a continuously updated list here.

While the revenue lost from those ad campaigns is nothing to sneeze at, it’s the stock price that’s taking it on-the-chin. In two days, Facebook’s value lost more than $60 Billion, with a big B. Stay tuned, as this story is likely to be around for a few weeks!

LinkedIn Sees 60% Year Over Year Growth in Content Creation

While some social media platforms are struggling this week, LinkedIn doesn’t seem to be having those issues. When it comes to social media platforms, LinkedIn tends to be the “adult in the room,” and it’s one of the reasons they’ve seen a substantial rise in content creation in the last 12 months.

Content consumption and engagement are also up, according to LinkedIn’s Director of Brand and Consumer Marketing.

The primary reason for the surge is the fallout from job losses and recovery. Users are spending their time offering guidance, job hunting, and staying connected to other professionals. There has also been a growth in the online learning courses offered on LinkedIn. 

Top topics, not surprisingly, have been about remote work (up 391% in published content, 52% in engagement). Other hot topics include Cloud services, video streaming, cybersecurity, and business continuity.  

The hashtags with the most significant boost are (unsurprisingly) #Marketing and #Leadership.

Google Combines 2 Data Sources Into One Report

Google has announced that they’re beta testing a way to combine data from Search Console and Google Analytics into one report that’s accessible from either.

Site owners have reported receiving email notices via Search Console with the details of the new trial run, and they’ll be a follow-up email once the new report becomes available. 

What’s the benefit? Seeing both data sets in one report may make it easier for users to see relationships between the data they may have otherwise missed. 

Stay safe. Stay classy. Stay cool. 

“Mark Eting” is the pen name of the Bullseye Strategy team. Check back with us next week for more news on what’s buzzing in the digital marketing industry


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