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Content Radar: June 28, 2017

Your capacity to keep up with the changes in the world of content marketing shouldn’t limit your ability to effectively market your company or organization. That’s why we diligently search the web each week to find the news and items that you need to have on your radar.

Study reveals why customers choose to leave bad reviews — and what you can do about it

It might be frustrating to know that of all of the customers you have, the frustrated customers seem to nearly always be the ones who leave online reviews. However, the good news is that a recent study can help you better understand why — and what you can do about these bad reviews. A new study reveals why customers choose to leave bad reviews — and what you can do about it.

Corra has categorized the reasons for online complaints into three main categories:

  • Service issues (52 percent)
  • Product issues (31 percent)
  • Policy issues (17 percent)

One piece of good news is that nearly 2 out of every 5 online complainers simply want you to say “I’m sorry.” Find out more about why people complain and what you can do about it.

Facebook has made 7 recent changes to make it an important part of your local search strategy

When it comes to local search, Google runs the show. However, Facebook has made a number of updates in the last several months that are allowing the company to be a more significant part of the conversation.

In a compelling article published on Search Engine Land this week, Wesley Young details the seven most significant changes:

  1. More effective use of location
  2. Priority given to places
  3. More robust and complete search results
  4. Improved information indexing
  5. Beta testing of integration of friends’ posts and local search
  6. Database being built by crowdsourcing
  7. City Guides introduced

The article gives more detail about why these updates are important and offers tips you can use to help your business be found on Facebook Search.

What you need to know from YouTube’s VidCon

In the midst of VidCon last week, YouTube CEO Susan Wojcicki announced that the channel now has 1.5 billion logged-in viewers visiting the channel every month. Though not quite as high as Facebook’s almost 2 billion users per month, the 1.5 billion viewers is still a staggering number.

Wojcicki also announced a few other items that may be relevant for your YouTube content.

  • VR180: This new video format makes it possible to create 3D videos while capturing 180 degrees of action around you. New cameras are being developed for as little as a couple hundred dollars.
  • New mobile experience: Starting soon, when people view your videos on YouTube, the mobile app will dynamically adapt to be in whatever size you choose to view it.
  • More sharing: YouTube will make it easier for users to share your content within the app — presumably because they would rather have more sharing happen in their own app than on other social channels.

Google will no longer scan users’ emails for ad targeting

Your ability to target Gmail users with ads based on the content of their email messages will significantly decrease later this year, as Google Cloud Senior Vice President, Diane Green, announced that the company will no longer use the free version of Gmail for ad personalization.

This practice has already been in place for the three million organizations who use the professional version of Gmail, but the fact that Google will also now no longer scan the emails of its other 1.2 billion accounts is a big deal.

Certainly, users will appreciate the increased privacy, but if you have relied on this data in the past, you will need to explore other avenues.

Could Snapchat’s new update be its best advertising tool? Not yet

With the announcement of Snap Map — Snapchat’s new tool that allows users to see other stories that are occurring around them — Snapchat has created a powerful local marketing tool, even if the company isn’t giving advertisers a presence there yet.

Though Snapchat hasn’t provided an option for marketers to use this tool to promote businesses or events, there is an obvious opportunity for this, if Snapchat should decide to move that way.

Because Snapchat has said that the purpose of the tool is to “see what’s happening, find your friends, and get inspired to go on an adventure,” it would stand to reason that one day not too far in the future, brands will have the opportunity to promote sales, concerts, public appearances, etc. Marketing Land explores other potential ad options for the future.

Chad Buleen

About Chad

Chad Buleen is an award-winning journalist, the manager of social messaging for a large international nonprofit, a digital media enthusiast and father of four. Follow him on Twitter .

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