The Social Minute: May 9-May 14

May 15, 2018 Diana Pasgas

Glossier takes community engagement to the next level

• Cult-favourite beauty brand, Glossier, released their much anticipated mascara this week. But it’s not just the rave reviews that the product has been receiving that caught our eye — it’s how Glossier engaged with some of their fans and customers.

• Combing through their social mentions, Glossier selected customer comments from months ago that mentioned how eager fans were for a mascara launch. Then, Glossier printed off their comments, located their customer accounts, and shipped these lucky folks a free mascara, with the comment card enclosed.

Hit or Miss: Glossier has not only created a consistent brand - from their tone of voice to their packaging - but they have also demonstrated how to effectively show they care about their customers on social. Finding customer’s old tweets about a newly launched product and then sending them for free? It truly expands upon community engagement in a whole new way by taking an online community offline. Plus — what a way to generate brand loyalty.


Klout is shutting its doors

• Klout, a social media platform that was showed how much influence a person had in the world of social, is shutting its doors — largely due to personal data privacy concerns.

• Through collecting data from all active social platforms, Klout generated a score out of 100 that was meant to signify how influential a person was and what topics they were experts in. It’s an arbitary score — and one that brought us one step closer to becoming an episode of Black Mirror.

Hit or Miss: First things first; it’s always sad when a business closes. No matter how you feel about a brand, company closures affect real humans and their jobs. But the reality is that even with privacy concerns aside, Klout didn’t provide much value to the world of social. The scores never quite made sense, with public figures automatically receiving a score of 100, but industry influencers receiving lower scores. Users often found themselves experts in fields they knew nothing about — those in the video game industry were also labelled Lana Del Rey experts due to her tune ‘Video Games’. While it is sad news, at the end of the day, we kind of forgot it was there.

Tinder is testing out a locations feature

• To compete with the upcoming launch of Facebook’s dating app, Tinder is testing a location feature called Places. Place will highlight locations that its users have visited and mark them on a map.

• The feature is meant to match people through their interests - for example, if Person A visits a coffee shop that Person B frequents, then a potential love connect could ensure. The quest for true love has never been simpler!

Hit or Miss: This one is iffy. Since Tinder doesn’t ask its users about their interests, likes, or dislikes when they sign up, getting to know other users is generated purely through messages and interaction — this could make it a little easier to gauge shared interest. But there’s something...uncomfortable about letting people on online dating site know where you have been — even if the locations delete after 28 days. Online dating is tough as it is and there’s something about this that makes it seem like it could end poorly for individuals who have a habit of ghosting. We suppose time will tell. 

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