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How Big Brother 14 screwed up their social media campaign

Big Brother season 14 has been a dramatic season so far, but today, we’re focused on how they’re trying to connect with their audience, but instead are rubbing it in that my brother is dead.

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Big Brother 14

Big Brother 14

This season on Big Brother

Big Brother is a popular reality television show where a group of people live together in a house filled with cameras, isolated from the outside world, continuously filmed through their entire visit, and each week, the cast competes for prizes, and players are voted off as they all race to be the single player left standing to win $500,000.

Let’s be frank, the show is amazing. To be completely biased, I believe it is the only thing good about summer television, and I love it so much that we pay for Showtime channels just so we can see the “After Dark” live feed at night. In other words, I’m a fanatic, so let that color the following opinions as you will.

Adding a social stream

This year, the show added “Big Brother Connect,” which aggregates live social streams which is supposed to enrich viewers’ experiences by adding a community of other Big Brother fans, and allowing fans to see their tweets live during Thursday night broadcasts. Genius. Interactivity at its finest.

The idea is great, but the execution is terrible. The design works, the aesthetics are fine, the function is great, the page loads quickly, and everything is in order, but there is something peculiar about the tweets being featured.

Take a look at a screenshot from the day of the premier, and the next from this morning, and tell me what is odd to you:

Big Brother stream

#bb14

The show has been hailed for embracing social media, but wait, what’s that? Did you read those tweets closely? In the first screenshot, the first two tweets are about deceased siblings, and the third was a sibling asking you to follow his brother on Twitter. Another random screenshot, the second, highlights sibling violence, then some horribly spelled sentiment about someone feeling like a brother, a pregnancy announcement, then something about big brother watching you which does not appear to be related to the reality series.

What do these tweets all have in common?

What do these seven tweets have in common that have been aggregated automatically as part of the “Big Brother Connect” campaign to show how the show has their arms wrapped around social media like a sexy, warm hug? What they all have in common is that they have absolutely nothing to do with the actual show, yet next to host Julie Chen’s face, it says clearly that this is the “conversation around Big Brother.” Nope.

Social stream aggregation is not new, it’s been around for years, so with a company with a budget of this size, it is shocking that CBS would screw up their social campaign so badly, and inadvertently highlight tweets about dead siblings or pushing siblings down the stairs. I know you’re looking more closely now, saying, “wait, just click around,” and you’re right – if someone were to look much more closely (rather than skim, which social media users are wont to do), they would see that this stream is the “All” stream, which has aggregated any mention of “big brother” as a term, whereas next to it, users could click on “#BB14,” “bbtwist,” and the like:

big brother season 14

How the campaign could improve instantly

The show needs to move the “All” button as the last option on the bar above, and when the page opens, it should default to “#BB14.” These aggregated streams are simply done by searching Twitter for a designated term, then displaying all tweets with that term, so “#BB14,” the official hashtag of the show, which is featured on the screen during the series, is a much more clear term that will nearly guarantee that when someone opens Big Brother Connect, they will see big brother related content, rather than defaulting to tweets about dead or injured brothers.

Businesses that try to highlight overarching information are usually one of two things – ignorant, or taking an educated risk by trying to get as many tweets as possible featured so people will feel included, and possibly talk about how included they are, thus branding the aggregated stream and community. In your own aggregation efforts, remember the implications of the potential search terms you include.

I lost my little brother and only sibling to a car crash, and I can’t tell you how it pains me to open the Big Brother Connect page, get excited to see something about my favorite show, and have that “oh” moment when I see a tweet about a dead brother. That can’t possibly be what CBS was going for.

Lani is the Chief Operating Officer at The American Genius - she has co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

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1 Comment

1 Comment

  1. tinainvirginia

    July 24, 2012 at 1:11 pm

    Lani – that just stinks!  I’m so sorry about your brother and even more sorry that this ignorant mistake messed up your day.

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Social Media

Kizie brings Pinterest-style moodboards and metrics to Twitter for business

(SOCIAL MEDIA) Let’s get real – Twitter isn’t typically considered a visually stunning or super functional analytics platform. Kizie is here to change that!

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Kizie Moodboard on Desktop

If you use Twitter for work, fun, or anything else, then you may want to check out this fancy new remodeled version offered by Kizie. Kizie is Twitter, but better. They offer a cleaner user experience with built-in options to help you enjoy Twitter the way you’re supposed to, without ads or promotions, and a chronological feed. They do offer a pro plan starting at $5.99 a month. The free plan has a limited number of tweets, threads, reader views, and saved links per month, and to get more you have to upgrade. All plans whether free or paid are ad and promotion free creating a better user experience.

Kizie offers several built-in tools and features. Reader Mode allows a link post or article to open the content directly within the reader mode in a modal. Kizie created a tool called Tweet to Image where an image can be created from a Tweet to be shared elsewhere, i.e., Instagram. They have created a Quick Media Preview where you can view the media without having to click it. All you will need to do is hover over the media with your cursor for it to play the video or GIF or show the full aspect ratio of an image.

If you use Twitter as a marketing tool for your business, Kizie makes it easier to see metrics. Their website states, “With Kizie, you won’t have to click individual tweets to see how they’re performing. Right after you log in, you’ll see a list of your recently posted tweets in the right sidebar on your Home feed. This list will show the following metrics of your tweets: Likes, Retweets, Impressions, Profile Clicks, Link Clicks.”  It also incorporates Twitter Analytics. Free accounts only get engagement statistics for the last 10 tweets, but the pro account gives detailed statistics of the last 100 tweets.

Kizie is also incorporating a tool called Moodboard. This Pinterest-style feature allows Creatives to create a Moodboard page where you can go through and view all the saved items in a beautiful lightbox view for inspiration or reference.

Kizie feed on mobile phone.

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Social Media

Instagram announces 3 home feed options, including chronological order

(SOCIAL MEDIA) Instagram is allowing users to choose how their home feed appears so they can tailor their own experience… and chronological is back!

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Instagram home feed options

Break out the bottle of champagne, because they are bringing back the chronological order in Instagram!

About time, right? Well, that’s not all. Per Protocol, Instagram has announced that they are rolling out three feed options in the first half of 2022. What?! Yes, you read that right.

3 New Feed View Options

  1. Home: This feed view should feel familiar because it’s the algorithm you already use. No changes to this view.
  1. Favorites: This feed view option presents a nice and tidy way to view creators, friends, and family of your choosing.
  1. Following: Last, but not least, is my favorite re-boot, the chronological view of every account that you follow.

Per Protocol, recent legal allegations have been made that Instagram and Facebook have been prioritizing content viewed as harmful in the algorithm and specifically in Instagram. Instagram is widely believed to be harmful to teens. Per the American Psychological Association, “Studies have linked Instagram to depression, body image concerns, self-esteem issues, social anxiety, and other problems”.  They have been under scrutiny by lawmakers and in response are posing the chronological feed as a solution.

However, this won’t fix everything. Even if the algorithm isn’t prioritizing harmful posts, those posts will still exist and if that account is followed it can still be seen. The other issue with this solution is the knowledge that unless Instagram lets you choose your default feed view, they could still cause the algorithm view to be the automatic view. Facebook doesn’t allow you to make the chronological feed your default view. This means you would need to choose that view every time. This bit of friction means there will be times it is overlooked and some may not even know the functionality exists. Knowing this information about Facebook, prepares us for what’s to come with Instagram. After all, Facebook, or Meta, owns both.

While as an entrepreneur, the chronological view excites me, I know the reality of it being used is questionable. I would love to know others can see the products and services I offer instead of hoping that Instagram finds my content worthy to share in the algorithm.

As a human being with a moral conscience, I have to scream, “C’mon Instagram, you CAN do better!” We all deserve better than having a computer pick what’s shown to us. Hopefully, lawmakers will recognize this band-aid quick fix for what it truly is and continue with making real changes to benefit us all.

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Social Media

Facebook’s targeting options for advertising are changing this month

(SOCIAL MEDIA) Do you market your business on Facebook? You need to know that their targeting options for ads are changing and what to do about it.

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Laptop on lap open to Facebook page representing ad targeting.

Meta is transforming Facebook’s ad campaigns beginning January 19th. Facebook, which has been infamously battling criticism regarding election ads on their platform, is revising its limited targeting ad campaigns. Per this Facebook blog post, these changes eliminate the ability to target users based on interactions with content related to health (e.g., “Lung cancer awareness”, “World Diabetes Day”), race and ethnicity, political affiliation, religious practices (e.g., “Catholic Church” and “Jewish holidays”) and sexual orientation (e.g., “same-sex marriage” and “LGBT culture”).

These changes go into effect on January 19, 2022. Facebook will no longer allow new ads to use these targeting tools after that date. By March 17, 2022, any existing ads using those targeting tools will no longer be allowed.

The VP of Ads and Business Product Marketing at Facebook, Graham Mudd, expressed the belief that personalized ad experiences are the best, but followed up by stating:

“[W]e want to better match people’s evolving expectations of how advertisers may reach them on our platform and address feedback from civil rights experts, policymakers, and other stakeholders on the importance of preventing advertisers from abusing the targeting options we make available.”

To help soften the blow, Facebook is offering tips and examples for small businesses, non-profits, and advocacy groups to continue to reach their audiences that go beyond the broad targeting of gender and age.

These tips include creating different types of targeting such as Engagement Custom Audiences, Lookalike Audiences, Website Custom Audiences, Location Targeting, and Customer Lists from a Custom Audience.

Here’s the lowdown on how it will happen.

Per the Search Engine Journal, changes can be made to budget amounts or campaign names without impacting the targeting until March 17th. However, if you go to change the ad set level that will then cause changes at the audience level.

If you need to keep that particular ad to reuse, it may be best to edit the detailed targeting settings before March 17th in order to ensure you can make changes to it in the future.

I believe it was Heraclitus that declared change is constant. Knowing this, we can conclude other social platforms may follow suit and possibly adjust their targeting in the future as well.

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