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Instagram’s new ‘Guides’ puts businesses right in front of consumers

(REAL ESTATE TECHNOLOGY) Instagram rolls out Guides section to share information, and ramp up word of mouth marketing for influencers, and eventually small business owners.

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Instagram guides

Marketers know that the number one most successful type of marketing is word of mouth. It can be extremely powerful and effective to have someone you know and trust to share about a product or service with you.

Granted, it is usually an endorsement for something you believe to be interested in, or can be persuaded to be, but we love having someone we like give us recommendations – whether it be for new restaurants, a reliable hairdresser, a not-too-salesy car dealership, or a trustworthy auto body shop. We also are influenced by our circles to try things that we believe we need like new make-up, a local beer brewing company, a family friendly walking trail, or even suggestions on DIY home improvement projects.

According to Social Media Today, Instagram has added a new way to connect users to resources and products. They’ve started this by rolling it out with influencers, and due to the crazy times we are living in (aka a Global pandemic), they have started with health and wellness products. Essentially, the selected Influencers can add the “Guides” section to their profiles (so it sits where Stories Highlights sit), and they can share a wealth of information related to their brand (in the health and wellness industry). This information is highly curated and specific to a current topic, and can include recommendations, tips, and other content in a dedicated tab.

You can see a few examples here:
“Instagram Guides are available on selected profiles from today, including @afspnational, @heads_together, @vitaalere, @klicksafe, @headspace_aus, @deepikapadukone, @sudahdong and @eenfance.”

This has a ton of potential to expand to other industries as well as creating a lot of partnerships and cross-promotions that make a lot of sense. We can also see this working really well for small business owners that might be able to highlight their recommendations for local services as well as highlight resources that work well together (Hair & Make-Up Artist + Photographer), and even times of supporting activists who are working diligently to get their messages out. Allowing them to add Guides could help them share a very specific and accessible amount of information with their following.

With more and more people getting their information from social media, this seems to be a great product extension that of course, it’s fair to assume, Instagram may look to monetize, but it can also be cost-effective and likely reach a lot of eyeballs so may be worth the content creators time. It can also be incredible exposure for the partners that they decide to recommend and/or feature. Soon, if you’re a business owner, you might be looking to see who you can ask to feature you within their “Guide”.

Erin Wike is a Career Coach & Lecturer at The University of Texas at Austin and owner of Cafe Con Resume. Erin is fueled by dark roast coffee with cream AND sugar, her loving husband, daughter, and two rescue dogs. She is the Co-Founder of Small Business Friends ATX to help fellow entrepreneurs + hosts events for people to live a Life of Yes with Mac & Cheese Productions.

Real Estate Technology

Is Internet access a basic human right? T-mobile thinks so

(TECH NEWS) Last year, T-Mobile announced a plan to bring free and at-cost internet access to 10 million homes in the US; 2020 has made this mission crucial.

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Student viewing internet on tablet.

Modern classrooms practically require students to have access to the internet in order to succeed. This was the case well before COVID forced a national switch to remote online learning.

It’s hard enough to rely on public computers and WiFi networks to complete school work under ordinary circumstances — and I speak from experience there. But campuses, libraries, and cafes are still closed or limiting access in most places. The school year is already a month in progress, yet the struggle to get online is still too real.

This was captured perfectly in a photo that received viral attention on Instagram when the fall semester started: Two teenagers seated on the ground outside of a Salinas Taco Bell, using the restaurant’s internet for their schoolwork.

Fortunately, in their case, the girls’ school district was able to help them obtain a Wi-Fi hotspot. And they’re continuing to distribute hotspots and laptops widely to its student body.

In light of this, T-Mobile is investing $10.7 billion dollars over the next 10 years into ensuring youth are no longer put into situations like that. The company is partnering up with school districts to provide students with a free wifi hotspot and 100 GB of data year (or roughly 8 GB of data per month).

An estimated 16.9 million US youth currently lack internet. In a recent interview with the Associated Press, T-Mobile Chief Marketing Officer Matt Staneff cites his concern that a majority of school-age kids consider homework to be a major source of stress in their lives.

Of course, telecommunications companies are clearly aware of how much our educational systems depend on the internet. It is unquestionably the most comprehensive collection of human knowledge and culture ever. It can no longer be considered just a luxury or a novelty. It’s a critical tool for academic and career success.

While he acknowledged the potential business opportunity in providing schools with internet connectivity, Stanek claims T-Mobile’s intentions are good. He stated, “We recognize there’s a problem in society of kids not being connected. We want to do more than just try to win customers. This is a huge problem.”

Staneff concedes that suitable Internet access extends to hardware, too: “[sometimes students] need a bigger screen, which is why [T- Mobile is] also offering at-cost, larger-screen devices.”

But even if T-Mobile has the best intentions, the fact remains that they aren’t a charity. Service providers like T-Mobile would probably not be too happy about the lost “business opportunity,” should tablets and internet access be made freely available to every student. The schools are public, and they rely on the internet, yet the internet is privatized.

The responsibility to solve the civic issues brought on by the pandemic is increasingly falling onto the private sector. If T-Mobile is willing to offer the money and infrastructure to help kids get an education, that’s a step in the right direction.

Yet it prompts the question: Should we consider internet access to be a human right? Because as long as the web remains corporately controlled and commodified, the access gap will persist and our schools will pay the price.

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Real Estate Technology

The real reasons we’re all obsessed with spy machines (I mean smart speakers)

(REAL ESTATE TECHNOLOGY) Regardless of privacy issues with them, what does information about smart speakers, ownership, and usage tell us about future trends?

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smart speakers scare me

I don’t trust smart speakers, but even I can (begrudgingly) admit why they might be convenient. With just a simple wake word, I would be able to do anything from inquire about the weather or turn down my own music from across the room. And the thing is, plenty of people have bought into this sort of sales pitch. In fact, the worldwide revenue of smart speakers more than doubled between 2017 and 2018. And it’s projected that by 2022, the total revenue from smart speakers will reach almost $30 billion.

With over 25% of adults in the United States owning at least one smart speaker, it’s worth figuring out how we’re using this new tech…and how it could be used against us.

First things first: despite the horror stories we hear about voice-command shopping – like when a pet parrot figured out how to make purchases on Alexa – people aren’t really using their smart speakers to buy things. In fact, in the list of top ten uses for a smart speaker, making a purchase is at the bottom.

Before you breathe a sigh of relief, though, it’s worth knowing where advertisements might crop up in more subtle places.

Sure, people aren’t using their smart speakers to make many purchases, but they’re still using the speakers for other things – primarily asking questions and getting updates on things like weather and traffic. And I get it, why scroll through the internet looking for an answer that Alexa might be able to pull up for you instantly?

That said, it also provides marketers with a great opportunity to advertise to you in a way that feels conversational. Imagine asking about a wait time for a popular restaurant. If the wait is too long, it creates the perfect opportunity for Alexa to suggest UberEats as an alternative (promotion paid for by UberEats, of course).

Don’t get me wrong, this is already happening when you search Google on your phone or computer. Search for a tire company, for instance, and the competitors are sure to appear in your results. But as more and more consumers start turning their attention to smart speakers, it’s worth being aware that they won’t be the only ones.

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Real Estate Technology

Curated newsletters help you learn literally anything you want

(REAL ESTATE TECHNOLOGY) All the news you could ask for in a large quantity of topics, from independent journalists brought to you in a neat looking Newsletter Stack.

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Newsletter Stack

To say it has never been more important to stay up-to-date on world news than it is right now doesn’t feel like too much of a stretch, but the issue of where to start can be so daunting as to overwhelm people–a problem that Newsletter Stack attempts to fix, and quite handily at that.

Newsletter Stack is a curated news service that delivers “unfiltered and fresh takes” from independent journalists on a variety of topics (56, to be exact). These topics are expansive and range from things like artificial intelligence and technology to think-pieces on pop culture and wellness, and one can browse by featured collections–for example, “Adult Picture Books” or “Emerging Markets”–for a more immersive experience.

Should the urge strike, one might also find themselves browsing the reading materials of other curators, a list found immediately below the Newsletter Stack collections library. This isn’t necessary, but it’s a nice touch for anyone looking to consume information they know is interesting to like-minded (or dramatically dissonant) individuals.

Newsletter Stack even has a section of their website dedicated to news submissions if you come across a piece that fits their aesthetic. That aesthetic is actually a huge selling point for the service; while plenty of inbox news subscriptions (and even more established services like Apple News) allow you to curate topics and sources to your liking, Newsletter Stack places a heavy emphasis on independent authorship.

In an effort to be as transparent as possible, one can browse a list of all current curators on the service’s website, search through their reading preferences, and see their recommendations.

Independence in an age of digital literacy metrics might be a sticking point for some folks, but Newsletter Stack makes it clear that they aren’t anti-mainstream media. In fact, it seems that the point behind this news subscription is much less holistic than other services (again, inbox subscriptions fall into this trap). At no point does Newsletter Stack make the claim that they should be one’s only source of news, and that’s incredibly important.

If you’re at all interested in expanding your knowledge using independent authors, and a clean interface, Newsletter Stack deserves a few minutes of your time.

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