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Pick your (social media) poison: know which demographic you’re hitting with each platform

(TECH NEWS) 2017 Social media demographics are out and this is the skim on what you need to know to reach the most people, most effectively.

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Social media currently

Unless you’ve been living under a rock, or a typewriter or something, you know that social media isn’t just for teenagers anymore. Tweens, business professionals, and grandparents all use social media (for different reasons, of course), but the networks and platforms they use may differ.

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Social media management platform Tracx recently published a demographic breakdown of all the major social networks – here’s what you need to know to maximize your social media marketing.

The climate

As of January 2017, there are 2.8 BILLION active social media users across the globe. Image the entire population of the world in 1955 tweeting and posting and pinning and liking – that’s the world we’re living in, and usage is still on the rise: 22 percent more people used social media last year than the year before.

Facebook is the favorite
It’s slightly skewed toward female users, and it’s your best bet for reaching millennials and Gen-Xers.

People spend an average of 20 minutes on Facebook a day, compared to only 2.7 daily minutes on Twitter’s mobile app.

More time means more engagement!

YouTube is surpassing TV in a big way
The video-sharing platform is used by more males than females, and reaches more millennials and Gen-Xers than any U.S. cable network. Aaaand it’s launching a TV streaming service, so . . .

Instagram is on its way up
Most of Instagram’s users are female, and 90 percent of ‘grammers are under the age of 35.

Any musicians or music industry professionals in the audience?

Take note: over half of Instagram’s users follow bands.

Tweets are fleeting
Most Twitter users are male, and primarily millennials.

Most significantly, over half of Twitter users aren’t tweeters: they never post a thing.

Even if they’re seeing your brand’s tweets, they aren’t engaging, which means most campaigns just won’t stick.

Pinterest is forever
Pinterest is heavily dominated by female users, but in terms of age, Pinterest is evergreen: its users are pretty evenly split between millennials, Gen-Xers, and Boomers. Want to hang out with your mom and your grandma at the same time? See you on Pinterest!

Another interesting find – when people find a product on Pinterest, they’re 10 percent more likely to purchase it from an ecommerce site than users on other social networks.

That could be because Pinterest is relatively small, with only 317 million unique users each month, compared to Facebook’s colossal 1.9 billion.

Pinterest feels more like a community, and it’s often home to aficionados – design geeks, DIY fanatics, and so on – whose product recommendations are worth taking seriously.

Most importantly, a pin lasts forever (in social media years). The half life of an average pin is 151,200 minutes, compared to 90 minutes for a Facebook post, and 24 minutes for a tweet. That means something you pin today is still relevant about 3.5 months later.

LinkedIn is the ‘business in the front’ part of the social media mullet
The professional and B2B networking site is slightly skewed toward male users, and those who use LinkedIn are slightly less likely, on average, to use other social media platforms.

In addition, nearly half of those who earn $75,000 or more a year make use of LinkedIn, while only about a fifth of those who make $30,000 or less have joined the site.

Reddit is almost anything you want it to be
Reddit is extremely dominated by male users (67/33) and nearly two-thirds of Reddit users are under the age of 30.

If anything, Reddit is a place for PR – NOT marketing.

Sales content is highly discouraged on this user-moderated platform, and redditors take their community seriously.

The deal with demographics

This demographic breakdown holds an important lesson: one size does NOT fit all when it comes to social media marketing.

Demographics change constantly and it is good to know the difference in the platforms.Click To Tweet
Decide exactly whom you want to reach before you decide on how to reach them.

#SocialMediaSmackDown

Tech News

Microsoft to become 3rd largest gaming company after Blizzard acquisition

(TECHNOLOGY) Microsoft will not be left behind in the Metaverse. The tech giant plans to fully acquire Activision Blizzard by 2023 for $68.7 billion cash.

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The front of the Microsoft office with large Microsoft logo.

Microsoft announced plans to acquire the video game publisher, Activision Blizzard, on January 18, 2022, in an all-cash transaction reported to be valued at $68.7 billion.

The deal gives the tech giant popular game franchises, such as World of Warcraft, Call of Duty, Overwatch, Diablo, and many more to add to its arsenal. This acquisition sets Microsoft up to be the third-largest gaming company by revenue.  Microsoft expects the deal to close in the 2023 fiscal year (which begins in July of this calendar year) once the customary closing conditions have been completed along with the regulatory review and Activision Blizzard’s shareholder approval. Both Microsoft and Activision Blizzard’s board of directors have already approved the deal.

This deal comes in hot on the heels of an avalanche of issues surrounding sexual harassment where 37 employees have reportedly left Activision Blizzard according to this article on The Verge. Microsoft states that Bobby Kotick will continue to serve as CEO of Activision Blizzard, and he and his team will maintain their focus on driving efforts to further strengthen the company’s culture and accelerate business growth. Once the deal closes, the Activision Blizzard business will report to Phil Spencer, CEO, Microsoft Gaming.

Phil Spencer, the CEO of Microsoft Gaming, posted both Activision and Microsoft Gaming will continue to operate independently until the deal is complete with Activision Blizzard then all business will be reported to Spencer.

“Gaming is the most dynamic and exciting category in entertainment across all platforms today and will play a key role in the development of metaverse platforms,” said Satya Nadella, chairman and CEO, Microsoft. “We’re investing deeply in world-class content, community, and the cloud to usher in a new era of gaming that puts players and creators first and makes gaming safe, inclusive, and accessible to all.”

Maybe you noticed the not-so-subtle hint regarding the Metaverse by Microsoft’s chairman and CEO Satya Nadella, but it seems everyone is quick to mention to the public and or other companies listening that they are gearing up to bring their A-game to the Metaverse. Whatever that ends up being.

In the meantime, we can predict some of the possible changes to come from this buyout. Microsoft currently has Game Pass, their subscription-based model for Xbox, which recently hit 25 million subscribers. Now’s the time to sign up for the Game Pass subscription before prices go up to match the revamped gaming inventory. Microsoft could potentially lock down new releases and not deliver them on other platforms, i.e., PlayStation, giving them exclusivity and driving subscription sign-ups.

Whatever ends up happening, Microsoft is making big moves to not be left behind in the gaming world or the Metaverse.

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Tech News

Want to save snippets of a Zoom meeting? Listener makes it possible!

(TECHNOLOGY) Listener lets you screenshot or bookmark important sections of live meetings, as well as curate a playlist of snippets, to share or playback.

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Listener for Zoom tool landing page on laptop.

We live in a very computer-mediated world where the bulk of communication is done virtually. Many of us spend a great deal of time – whether for work or pleasure – on video calls connecting with people that we’re unable to meet with in person.

Zoom became the unofficial mascot for the pandemic and has shown no signs of going anywhere. So naturally, people are looking for ways to put this to even more of an advantage – like by creating messaging extensions to utilize in lieu of live meetings.

Now the folks behind Listener are getting in on the action by creating Listener for Zoom.

The new tool allows users to bookmark important moments of Zoom calls in real-time and easily turn long recordings into bite-sized video clips.

As founder Nishith Shah puts it, “Zoom meetings just got more productive!”

Listener allows users to do a myriad of things, including live bookmarking to create short video clips; ability to transcribe your entire meeting; edit video clips by using transcripts instead of struggling with video editing tools; share video highlights with your team; create playlists from video highlights across different Zoom meetings to tell powerful stories; use projects to organize your meetings and playlists.

Founders say that Listener is designed for pretty much anyone who uses Zoom. In early testing, the founders found that it is especially helpful for product managers and UX researchers who do customer interviews.

They also reported that early-stage founders have been using Listener to add powerful customer videos to their investor pitch decks. It is also helpful for recruiters and hiring managers who search transcripts across hundreds of hiring interviews to remember who said what and to pass on important clips to other people in the interview process.

The tool is also beneficial for teams and hiring, as customer success and sales teams create a knowledge base with Listener to train and onboard new employees. They also use it to pass on customer feedback to the product teams.

This could also be great for clipping video elements that are appropriate for social media use.

On January 11, 2022, Listener was awarded #3 Product of the Day on Product Hunt.

Listener for Zoom is free while in Beta. The tool works only with licensed (paid) Zoom accounts.

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Opinion Editorials

Job listings are popping up left and right, so what exactly *is* UX writing?

(EDITORIAL) While UX writing is not technically new, it is seemingly becoming more and more prevalent. The job titles are everywhere, so what is it?

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UX writing

The work of a UX writer is something you come across every day. Whether you’re hailing an Uber or browsing Spotify for that one Drake song, your overall user experience is affected by the words you read at each touchpoint.

A UX writer facilitates a smooth interaction between user and product at each of these touchpoints through carefully chosen words.

Some of the most common touchpoints these writers work on are interface copy, emails, and notifications. It doesn’t sound like the most thrilling stuff, but imagine using your favorite apps without all the thoughtful confirmation messages we take for granted. Take Eat24’s food delivery app, instead of a boring loading visual, users get a witty message like “smoking salmon” or “slurping noodles.”

Eat24’s app has UX writing that works because it’s engaging.

Xfinity’s mobile app provides a pleasant user experience by being intuitive. Shows that are available on your phone are clearly labeled under “Available Out of Home.” I’m bummed that Law & Order: SVU isn’t available, but thanks to thoughtful UX writing at least I knew that sad fact ahead of time.

Regardless of where you find these writer’s work, there are three traits an effective UX writer must-have. Excellent communication skills are a must. The ability to empathize with the user is on almost every job post. But from my own experience working with UX teams, I’d argue for the ability to advocate as the most important skill.

UX writers may have a very specialized mission, but they typically work within a greater user experience design team. In larger companies, some UX writers even work with a smaller team of fellow writers. Decisions aren’t made in isolation. You can be the wittiest writer, with a design decision based on obsessive user research, but if you can’t advocate for those decisions then what’s the point?

I mentioned several soft skills, but that doesn’t mean aspiring UX writers can’t benefit from developing a few specific tech skills. While the field doesn’t require a background in web development, UX writers often collaborate with engineering teams. Learning some basic web development principles such as responsive design can help writers create a better user experience across all devices. In a world of rapid prototyping, I’d also suggest learning a few prototyping apps. Several are free to try and super intuitive.

Now that the UX in front of the writer no longer intimidates you, go check out ADJ, The American Genius’ Facebook Group for Austin digital job seekers and employers. User-centric design isn’t going anywhere and with everyone getting into the automation game, you can expect even more opportunities in UX writing.

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