In this week's 'Skim: Facebook pulls an important B2B targeting capability (and how B2Bs can survive); Messenger hits 1.3 billion users, but its Snapchat Stories clone still can't compete; Pinterest reorganizes with boards within boards; Twitter pins hopes on new product director; Snapchat gets caught up in a diplomatic crisis between Qatar and Saudi Arabia, and it's being accused of censorship; three new Facebook ad features that could give your social media ROI a boost; and much more...
Skim to see where social media's headed!
1. Facebook disables employer-targeted targeting, and B2B marketers must adapt
After ProPublica discovered that Facebook enabled advertisers to target "Jew haters", the social behemoth did away with not only certain ad targeting categories but also the ability for advertisers to target based on employer or education segments, since these categories can be filled by users without Facebook verifying with the organization.
That's a big problem for B2B marketers, because many rely on this sort of targeting to advance leads through the funnel, but AdExchanger points out why marketers shouldn't pull their spend from the platform just yet. Until Facebook finds a solution, between targeting users who expressed interest in employer groups and pages, and the social network's other interest- and behavior-based segments, B2B goers still have loads of options on Facebook compared with others.
2. Pinterest adds more organization with new Sections
The virtual pinboard and search company is testing, and planning to roll out publicly in the next few weeks, a new feature that lets its users add more structure to their boards.
"Sections" will let users divide their boards into more specific categories related to the board's main group, meaning Pinterest lovers can decide that their "meals" board should have dedicated Sections for breakfast, lunch, and dinner, or that their vacations board should be broken down into beach, mountains, and staycations.