Gravitas Social Media Digest - What's New This Week?

It's no exaggeration that things move fast in the world of social and digital media - here's our round-up of the latest industry chatter.

All platforms – Social advertising set to rise in 2015

The fight between paid, owned and earned media is about to get hotter as new research suggests social media advertising will reach almost $24 billion in 2015, up 33.5% from 2014.

If paid social continues to grow this way we can expect it to hit around $36 billion by 2017, with North America and Canada leading the way – no surprises there.

Here in Western Europe the investment in social advertising this year looks set to hit $4.74 billion.

Facebook looks to be the big winner here, with Twitter not far behind, but the study from eMarketer showed it’s not all good news for some platforms – LinkedIn’s share of social ad spending worldwide will drop from 4.2% in 2014 to 3.8% in 2015.

Twitter – Group Direct Messaging Now Exists

You can now send group DMs on Twitter – something which has long been missing from the platform. You can add up to 20 people to each message and they’ll be notified if they’re included.

Twitter now also lets you share tweets from your timeline from anyone – even if they aren’t included in the private message.

Great move for all accounts, particularly those that use social media as a customer service tool when conversations need to be private but also kept on the platform.

Twitter – Platform Creates ‘Register to Vote’ Button

With 78% of MPs members of the social networking site and 60,000 potential views per hour of #GE2015 it makes sense that Twitter would rally to remind people to check they can vote on 7 May.

It’s the first election when people can register online but according to YouGov on 53% of 18-24 year olds were aware they could do so. With so many young people finding their own interest in politics through Twitter it makes sense they would put a call to action on the site.

Twitter also introduced ‘hashflags’ last week where users can add the icons of the main political parties to their election tweets.

Smart move, Twitter.