This Week in Social: BBC Twitter Accounts Hacked, Pinterest Redesign, Twitter allows advertisers to target users based on gender, device or interests

This Week in Social: BBC Twitter Accounts Hacked, Pinterest Redesign, Twitter allows advertisers to target users based on gender, device or interests

By Liam Foy

BBC Twitter Accounts Hacked

After the issues with Burger King and Jeep recently, BBC Weather is yet another Twitter account to suffer a hijack. BBC Arabic Online and BBC Radio Ulster accounts were also hacked at around 1pm on Thursday. The uncharacteristic messages were coming from the ‘Syrian Electronic Army’, some of which were politically motivated. By 5.22pm the BBC Press Office announced that it had taken control of the accounts back.

Pinterest Redesign

Pinterest have launched a new redesign of the site after testing during the launch of it’s web analytics service.  Users can now be invited by email or through the site settings menu to see the new look. It is now easier to find new content through pins on the same board, pins from the same website and other pins from people who have pinned this item, which are all available without leaving the page.  There are close-ups of pins available, as well as small changes that make all the difference, such as altogether larger pins and the back button in the browser now actually takes you back to where you were instead of losing your place. Some of the changes will also be available on Pinterest’s apps.

Twitter allows advertisers to target users based on gender, device or interests

On Monday, Twitter announced new ways self–serve advertisers can target their intended audience. For example, if you’re promoting a news iOS app, you can target iOS users specifically instead of Android users who won’t care. You can also target users based on interests, for example if you’re a golf shop you can target users who follow Tiger Woods. It’s not perfect but it’s a logical starting point for success. You can also chose from 350 interest categories that have users. Device targeting is another way users can be targeted – advertisers will be able to ensure the right devices are seeing the right pages. Twitter also claims it can differentiate men and women through ‘public user signals’, something which is quite attractive to brands who want to know who they’re talking to.

Facebook announces lookalike audiences

Then on Tuesday Facebook announced a new feature for advertisers that allows them to reach new customers by targeting people with similar interests to their current fans. Facebook lists ways it could benefit businesses; through fan acquisition, site registration, off-Facebook purchases, coupon claims and brand awareness. ‘Lookalike audiences’ has been tested with select businesses for a few weeks. Once businesses are given access they can optimize ads for ‘similarity’ or ‘greater reach’. ‘Similarity’ audiences are the top 1% of people in your selected country who are most similar to your custom audience, the most precise option. ‘Greater reach’ audiences is the top 5% of these people, but obviously will be less precise. To use ‘Lookalike audiences’ you have to create a ‘custom audience’ first, a tool that was launched last year and allows advertisers to show adverts only to a specific list of people. But, ‘lookalike audience’ further defines this into people who share interests and therefore would be more inclined to engage.

This post was written by Liam Foy

As Head of Client Services, Liam ensures that all of his clients’ strategies are on track, delivering ROI and coming up with new ideas to drive them forward. Beer makes him tick, reading, learning and drinking it.