Looking to improve your Facebook and Instagram ad performance? Check out these tips.
Looking to improve your Facebook and Instagram ad performance? Check out these tips.
Webinars can be a great way to boost brand awareness, but they can also serve valuable and important purpose in various stages of the buying journey.
YouTube has posted a new video explaining some common questions about how its algorithm works and highlights user content.
Facebook is adding new prompts on both Facebook and Instagram to urge mask use in the US, as COVID-19 cases reach new highs.
Twitter is working on another iteration of its new 'Fleets' tool, which would enable users to create collaborative Fleets, its version of Stories.
When I joined Buffer and opened my new Buffer email account for the first time, the email count read 200. I was momentarily stunned.
That was way more emails than I’d ever had in one place before.
Usually, when you set up an email account at a new workplace, your inbox is empty at first – people don’t yet have your email address and you aren’t on a bunch of email lists. I was planning on those few days or weeks of email bliss, where your inbox is nearly always zero.
I had known about Buffer’s value of transparency at work and about our practice of email transparency, but what I hadn’t realized was that sometimes the benefit of transparency can become a burden. That’s what was happening with transparent email.
Here’s why transparent email stopped working for us, and what we switched to instead.
Six years ago now, we shared a blog post detailing the exact workflows we used for transparent email. At the time, we wrote:
Our value of transparency extends all the way to the inbox. Every email is public within the team. Every bit of communication gets shared. Everyone knows everything. There are no secrets.
The idea is a sound one, and transparent email did solve a challenge for us. A lot of communication was happening via email, and we wanted everyone to be able to see emails transparently. Having specific email lists that we cc’ed or bcc’ed (click on that link above for more on that system) was a much more efficient way to work than to add each teammate individually.
So what stopped working?
We grew to a larger team size
The purpose of transparent email was to see conversations happening across any team and have all of the context you needed. It worked well for us when Buffer was a team of fewer than 30 people, but around and past that time, it started to get a little bit out of control. By the time we reached a team of over 80, transparent email was no longer easy to keep up with purely because of the volume.
If you look at it from a relationships standpoint, the formula for possible relationships means that at 80 people there were 3,160 possible relationships. Of course, every individual wasn’t always speaking with every other person at the company, but still, that’s a huge number of possible relationships to be communicating via email.
It put the burden of staying informed on the individual
Receiving several hundred emails in a week was a huge burden for teammates. They needed to leverage email to stay informed, maintain a system, and figuring out which conversations were relevant, and we placed that burden on individual teammates, rather than making a change at an organizational level. Teammates became responsible for keeping track of all internal conversations, while at the same time email was still a place for external conversations to come in as well and it was a lot to juggle.
On top of that, the feeling that I had opening my Buffer email for the first time happened to a lot of new teammates, and that wasn’t a great experience.
Filters didn’t always work
The best solution to that level of email was to create lots of filters to sort and organize all internal conversations based on the internal email address that was being cc’ed.
Having so many filters set up sometimes meant that people would miss out on emails that mentioned them, which isn’t a great result, but we spent a lot of time and energy trying to make these filters work with transparent email.
We created several detailed internal best practices documents filled with different systems for setting up filters and managing email. Our CEO, Joel Gascoigne, even outlined a project for an internal email tool, he wrote:
Email at Buffer is a little like the Wild West. With transparent email, the number of emails we individually receive as a 30 person team could be 5 or 10x the amount someone in a normal 30 person team would receive.
So we built an internal tool for email called Buffmail.
The result of all of this work was more work. Teammates needed to spend more time setting up filters and tweaking them when new teams were created or projects were kicked off. In the end, the issue wasn’t that we weren’t doing transparent email properly, it was that we had outgrown this system and needed to look for a new one.
In the words of our Director of People, Courtney Seiter, we needed a tool to help us have “calm, deliberate and timezone-inclusive conversation and decision-making at Buffer.”
In addition to decision making, we wanted a space for work-related announcements and discussion in the form of longer, asynchronous conversations.
Our solution: Threads
We’ve mentioned Threads before as it’s a staple in our asynchronous communication. Threads makes it easy to have text-based conversations across the company and clearly mark decisions when they are made. It also works well with Slack; new Threads can be cross-posted to a linked Slack channel, which is a nice benefit.
Why Threads works for us
Threads is a much less overwhelming way for 90 people to communicate. It’s easy to skim a Space (that’s the Threads name for a specific area) to see if there’s any conversation you want to drop into, and there’s also a helpful button to mark something as follow up.
It’s also less likely that someone will miss a Thread that mentions them because of Threads’ notification system. Threads helps take the burden of staying informed off of the individual. If someone needs to be looped in, it’s easy to tag them, and if someone wants to skim a space, they can do so without getting alerted to every conversation.
In Threads, there are different “Spaces,” and anyone in that Space will see all of the Threads (discussions) created there.
We’ve set up Threads to have Spaces that everyone should be a part of, and other, optional Spaces depending on a teammate’s team and location.
Here’s how we’ve set up our Spaces:
Any space that starts with “Buffer-” is intended for all teammates to permanently join with notifications on. For us, these spaces are:
Each Area has its own Space with the naming convention Area-AreaName, e.g. Area-Marketing. These Spaces are intended only for those who work daily in that area to join. Teammates can view any Area Space anytime but we ask that they view only and not join any area they don’t work in directly. We do periodic cleanups to help stick to this guideline.
We have a small number of Project Spaces with the naming convention: Proj-ProjectName, e.g. Proj-Pricing. These are for projects that touch many different teams and have a finite end date.
We have several geography-related Spaces, e.g. Geo-UK and Geo-Canada, for discussion about the Buffer teammate experience specific to those countries.
We have two help Spaces, Help-People and Help-Tools. Help-People is for questions or help around things like benefits, moving, and other life changes. Help-Tools is for when a teammate needs help with any of the tools we use at Buffer.
When we make new Spaces
To avoid having too many Spaces, we currently default to trying to write a Thread in the best-fitting Space before creating a new Space. If after that is given a try it still feels like this topic needs a new Space, then we’ll create it.
We’ve been using Threads for over a year now and are still feeling like it was very much the right decision and choice to move away from transparent email. If you liked this blog post, check out this post where we talk about asynchronous communication and why it’s so important for remote work.
LinkedIn has rolled out a range of new tweaks, including new Follower analytics for company pages, a new audio option for pronunciation on user profiles, and a new limit on company page invites.
Get ready for the next level of the Instagram Stories takeover…
LinkedIn has published a new report on how marketers are dealing with the impacts of COVID-19, based on insights gleaned from 450 industry professionals.
Facebook has published a new guide to help marketers map out their 2020 holiday marketing campaigns.
TikTok has shared a new collection of notes on how brands can utilize its platform to best effect.
Google is adding its auto-generated 'Smart Replies', which provide quick response options based on machine learning, to YouTube Studio to help creators engage with their communities.
WhatsApp has announced a range of new, interactive tools, including animated stickers, QR codes, new dark mode options, and more
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Facebook is working to reassure advertisers of its efforts to address hate speech on the eve of the #StopHateforProfit campaign launch.
Pinterest is seeing a big surge in holiday-related searches, as users look forward to (hopefully) post COVID-19 celebration.
Both Facebook and Google have taken new strides towards developing next gen wearables for AR and VR.
Facebook has removed a cluster of Pages and groups linked to the violent 'boogaloo' movement, which has been gaining increased traction in the US.
LinkedIn has launched a new initiative to help job seekers find new roles, with a new hub that lists in-demand skills, and connects users to free courses on the same.
LinkedIn has added some new tools to help people provide support and assistance to others within their professional networks.
Facebook has launched a new education campaign to provide tips and notes on how to detect, and avoid, fake news.
Facebook has announced a new News Feed algorithm update to help boost original news reporting, and improve the flow of quality information through its network.
Pinterest will undergo an independent review to determine flaws and areas of concern within its internal culture.
Google will make its product listings in search available for free, expanding its eCommerce connection potential.
After users called on Reddit to do more to address hate speech, in response to the #BlackLivesMatter protests, the platform has today announced a new set of rules.