Pay for what people see + the social event + clothing goes social

Welcome to The Watercooler, issue 28.

LMTD has picked out some of the most interesting digital and social media stories making waves around the web this week, to keep you up-to-date with developments in the world’s most exciting and fastest-growing industry. Something else you’d like to see? Let us know at

Facebook may have just changed the online advertising industry

Facebook Ads

Facebook has announced it’s intention to only charge for an advert when someone sees it. In a world where companies frequently struggle to measure ROI from their activity on social, this move is likely to prove a popular one not only with marketing departments, but also company accountants.

There are no indications that a more concrete grasp on where the money goes will lead to a heavier price tag for advertisers — yet. But although it’s worth noting that the change isn’t Facebook-specific (Google is leaning in the same direction), this announcement is a big one for the online advertising industry. With 1.3 billion users in his pocket, where Zuckerberg leads, others will follow — or risk losing their share of the business.

Does this change make Facebook advertising a more attractive option for your business?

How to promote your event on social media


If we can take one thing from the unprecedented social success of events like the Super Bowl, the Golden Globes and the recent 40th anniversary episode of Saturday Night Live, it’s this: capitalising on events should be near the top of your social strategy.

Of course, not everyone has the sort of budget needed to insert adverts into a Super Bowl broadcast, but there are plenty of other ways to make the most of your (more local) opportunities. Take a look at this infographic from Business 2 Community for a few useful hints and tips.

Our top takeaways include:

– While the majority of social media activity is undertaken to raise awareness of the event itself (58%), brand awareness is a pretty close second (49%): so always make sure to tie your event activity back to your brand. It’s all fine and well people coming along to a product launch, but don’t forget those who will see your posts but not attend. What do they get out of it?

– The majority of your work will take place pre-event: just like with any other social activity, you have to identify the correct audience, the correct way to reach them, and develop your content accordingly. Don’t just expect to rock up to the event and start tweeting off the top of your head!

– Check the tech: this is a simple one, but LMTD‘s own tortured experience means we’ve bumped it up the list. It’s no use expecting there will be wi-fi (or that the connection can handle your needs), printing facilities or even power sockets. Find out for certain, or risk a lot of unnecessary stress.

Check out the full infographic here.

Clothing goes social


Wearable tech may be everywhere (unless you’re Google), but so far it’s mostly been confined to space-age-looking headsets, glasses or rash-spreading wristbands. Well, a few folks at MIT are interested in changing that — thanks to the introduction of Social Textiles.

A combination of social network and cutting-edge fashion (well, a t-shirt), Social Textiles pairs to your smartphone and send a vibration through the shirt’s collar when people with similar interests are nearby. And better still, when you come into (legit) contact with those people (clap a shoulder, shake a hand), the shirt lights up to show just what you have in common.

While achieving the goal of making social media activity more ‘tangible’ in a real-world setting, the functions of Social Textiles aren’t exactly numerous (it’s presumably impossible / embarrassing to ‘like’ a person…in person. And ‘sharing’ is probably out too). Instead, it’s a further example of how people’s lives are likely to be inextricably linked to social — or even dictated by it — in the future.

And we have to wonder: if Social Textiles opens itself up to advertisers, how big will your cut be? Billboards don’t normally get a terribly big share.


(In Case You Missed It)

TechCrunch does predictions – 2015 and beyond

Record video with Snapchat and play music at the same time (finally)

Modern Family comes to (fake) laptop screen near you

Pinterest ‘buy’ button could be here this year

Remember your View Master? Google is bringing them back


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