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title: "The Spark: Social Listening ​​​​🪨​​ Rock Stars"
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LinkedIn tests audio rooms, Elmo takes over social media, Twitter adds video replies, and more!

| View in browser January 13, 2022 Listen 👂 on LinkedIn Raise your hand if you’ve attended a virtual event this year. (*Teacher voice* I should see everyone’s hands up!) Livestreams are somewhat of a new norm — and LinkedIn has the numbers to prove it (with a 150% year-over-year increase in the platform’s Live Events). To build upon its growing, real-time space, LinkedIn recently launched its test of an audio events platform, similar to Clubhouse and Twitter Spaces.   LinkedIn will also recommend relevant audio sessions to users based on their profile and professional context. (So we’ll see — or hear — you in the digital content room.) Whether it be your personal professional goals, or an overarching objective for your business, LinkedIn wants to highlight the sessions that will help further your success. The audio update sets the stage for LinkedIn’s video events platform, which will launch in the spring. (We’re really getting the hang of this remote work thing.)   As a business-minded platform, LinkedIn’s audio spaces will allow brands to share thought leadership and expertise with other industry professionals in a forum that promotes conversation and building connections. Brand marketers can also use LinkedIn’s audio rooms to access target audiences based on their session topic. The best way to get to know your audience is to meet them — and LinkedIn’s test feature will (audibly) let you, in real time.    TL;DR: LinkedIn is testing a Clubhouse-like audio platform, presenting an opportunity for businesses to remotely share thought leadership and build professional knowledge. Rack Up (Video) Replies This week in “what else are apps doing to adopt short video,” Twitter is in the spotlight. The social media platform is testing video replies, allowing users to quote Tweets with a short video reaction (up to 140 seconds).   If you’re thinking this sounds a lot like TikTok and Reels replies … you’re right. The trend of video replies is picking up steam, meaning your social presence is no longer limited to your profile posts. Comments and replies are now just as important as curated feed posts for driving engagement and building brand identity. Consider ways you can leverage the replies section, especially now that apps are embracing the comments as a new channel for video content.   TL;DR: Twitter is testing video replies, following in TikTok and Instagram’s footsteps. As platforms embrace video content in the comments section, think about how your business can utilize replies in your social strategy. What To Do If You’re #Cancelled Spiders. The dark. Being cancelled. The things we’re always a little scared of no matter what. A recent Forrester study reveals the real impact of cancel culture on brands and how you can keep your business in good graces with the public via social media and content.    Buckle up for a cancel culture crash course: There are two main reasons people boycott a brand: unethical business practices and employee mistreatment. Stay transparent with your audience, both internally and publicly. Don’t be afraid to use social media to embrace company culture and show appreciation for employees (but always be authentic). The quickest way to be un-cancelled is to apologize. HBO Max’s public apology following an accidental email made our list of 2021’s best marketing moves — so a quick and sincere “sorry” can go a long way (and even become an opportunity to show your brand values).  Forrester found that 41% of respondents would remain loyal to a brand that apologizes and concedes it was wrong following a mistake or crisis.  People stay loyal to a business that upholds its mission and demonstrates its values. Follow through on what your brand stands for. Building a value-based identity and communicating it via earned and owned media will increase public trust in your brand. TL;DR: Forrester’s recent survey shows the effects of cancel culture on brands and how to bounce back from (and prevent) public negativity. What Lit Us Up Don’t Rocco the Boat In a feud for our times, a Sesame Street showdown has captured the collective imagination of Twitter: Elmo vs. Rocco. That’s right. Our furry red friend is feuding … with a rock.   If you’ve been on Twitter in the last week or so, you may be familiar with the 2004 Sesame Street clip that’s going viral. When character Zoe insists that Elmo can’t have the last oatmeal cookie because her pet rock, Rocco, wants it. Elmo is not amused (Rocco’s a rock, Zoe!) and his furry fury has fans and brands alike coming to his defense.    Sesame Street took advantage of the resurfaced video and joined the conversation on its (and Elmo’s) Twitter account. From Xbox to SeaWorld,  brands responded in a flood of replies, memes, and support for Elmo.    The outpouring of brand engagement is a testament both to the power of Sesame Street and the value of social listening and trendspotting. The brands who were most successful chimed in early and authentically by having their eyes and ears on social conversations. And for Sesame Street, its swift identification of the conversation allowed the TV program to optimize its own content from almost 20 years ago while engaging in conversations with brands and loyal fans. Of course, not all trending conversations are as low risk for brands, but a strong listening and trendspotting program can ensure that when the right fit comes along you’re able to act quickly and effectively.   TL;DR: Brands were quick to join the conversation after a 2004 Sesame Street clip resurfaced of Elmo fighting with a pet rock. Whether you’re replying to or starting the conversation, frequent and efficient social listening can optimize content and drive brand engagement. ICYMI Instagram Launches Initial Test of Algorithm-Free, Reverse Chronological Feed Options In-Stream via Social Media Today How Twitter Is Advancing the Conversation on Social Media via AdAge TikTok Taps Atmosphere To Bring TikTok Videos to Out of Home Screens in Commercial Venues for the First Time via TechCrunch (Was this email forwarded to you? Sign up here.)       Copyright © 2021 Tier One Partners is a full-service PR, digital, and content marketing agency that helps companies thrive in ever-changing business climates. Our integrated marketing campaigns turn B2B and B2C innovators in technology, digital healthcare, financial services, manufacturing, and marketing services into category leaders by steadily aligning their mission to the most pressing challenges and opportunities of our time. 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