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#SocialSkim: WhatsApp Business Features; Facebook's New Organic Reach: 11 Stories This Week

by Christian Neri  |  
December 16, 2017

This week's 'Skim: WhatsApp officially unveils business account features, hints at standalone app for brands; Facebook redefines how it calculates organic reach (what that means for your business); how Instagram just reinvented the hashtag; Twitter just made tweetstorms official with reveal of "threads," calls expanded character limit a huge win for engagement; what to expect of Pinterest's soon-to-come self-serve analytics tool; and much more...

Skim to catch up on this week's big news!

1. WhatsApp officially unveils business account features

The Facebook-owned messaging platform details the differences between verified and confirmed business accounts in a new FAQ on its website, and officially mentions WhatsApp Business, its standalone mobile app for brands with business accounts to manage communications with consumers on the platform.

WhatsApp Business, now in private testing with a small group of users, will enable companies to create a business profile and set up auto-replies, and it will have an option for chat migration, along with analytics so businesses can better understand their and their consumers' usage of the platform.

2. Facebook is changing how it calculates organic reach. Here's what it means for you.

The organic reach figures you see on Facebook refer to the number of times your post was included within the feed of a user, whether the post appeared on the user's screen or not. More than a year after promising change, the social network is set to redefine organic reach to signify viewable impressions. That means you will have "reached" someone only when your post actually appeared on that person's screen.

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Christian Neri is a digital marketing professional in the film & television industry, and a contributor to MarketingProfs. An American expat in Paris, he recently completed his MS in digital marketing at IÉSEG School of Management.

Instagram: @christianneri

Twitter: @christianneri

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  • by Bronwynne Powell Fri Jan 5, 2018 via web

    Great article, Christian. I will definitely be watching Whatsapp Business developments closely. I wonder if - and how - it could be linked to the new ad unit on Facebook you speak about in point 5.

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