Site Navigation: The Foundation for Navigating Your Website to Success via @stoneyd

ADVERTISEMENT

One of the biggest breakdowns I see most often in website architecture is sites with poor navigation.

On a pure usability level, navigation has one job: help visitors find the information they need. But in reality, there is a lot more going on under the hood that makes a site navigation succeed (or fail).

Navigation plays a role in usability, findability, search indexing, internal link optimization, and content optimization.

All told, navigation provides a framework for a site’s structure and contributes to both user- and search-friendliness.

Get your navigation wrong, and you’ll find an otherwise stellar-looking website performing poorly on a number of key success metrics.

Get it right, and you have the foundation for building a high-performance website on all levels.

Building an Efficient Navigational Structure

When it comes to navigation, what is “efficient” for one site may not be efficient for another. Each site is unique and will have unique navigational characteristics.

Here are some things to consider:

  • Where should your navigation be on the page?
  • What information needs to be presented in the global navigation?
  • How many categories / sub-categories should you include?
  • Should you use drop down (or fly out) menus?
  • If space is limited, what navigation items do you include or exclude?

How these questions get answered often starts with understanding the two types of navigation links. Links that are:

  • Customer-focused.
  • Company-focused.

Every site has both. Sometimes they are grouped together into a single navigation bar and sometimes they are separated visually.

While I have a preference (separate), both are essential because they serve two distinct purposes.

Customer-Focused Navigation

If you care at all about sales and conversions, you need to prioritize your navigation on what your customers want.

Unfortunately, most sites focus on the company navigation items and the customers get the short straw. This is exactly opposite of what your navigation should be.

One of the first questions I ask when performing a website audit is if the visitor saw nothing more than the navigation portion of the website, would they know if the site will satisfy their need?

If your products or services are hidden under a single link item labeled “shop” or “services”, then the answer is likely “no.”

Take a look at the two navigations below. Which one tells you immediately what the company offers?

Example 1:

Jabil - Site NavigationExample 2:

KTC - Site NavigationBoth companies are manufacturers, but only one makes that clear through their navigation. And the visitor doesn’t have to search, read content, or click to know it!

You can make the argument that the visitor should already know if they typed in your URL or clicked the link from Google, but why assume?

Why keep your visitors guessing when you can provide the information (and the links) for what they want without forcing them to hunt for it?

But what about Contact Us and About Us Links? Those are important too, right?

Yes, absolutely. But not as important.

Visitors are only interested in looking at those (or other company-focused pages) once they get further into the buying process. Those pages assist with the sale, but you have to show them that you have what they want first.

Company-Focused Navigation

The second navigational focus is to provide links that point visitors to information about your company.

As I said above, these navigational elements are important but are secondary to the customer navigation items.

As such, they should be segmented visually as well. This can be done my making these less prominent (or hidden behind a hamburger menu), but still easily accessible.

You can see in the KTC example above that they have their company focused navigation above the customer. Now, that’s still too loud for my liking, but the segmentation still works.

Here is another site that puts the customer nav first but offers the company nav in a less obtrusive way:

Rawhide - Site NavigationAll the important items are there and easily findable, but secondary to the products that visitors want. This allows visitors to easily find and click those pages when they want them, but they are out of the way until the visitor is ready for them.

While your company-focused links might vary, here are some pretty much universal navigation links that should be visible:

  • Logo link – You can add a separate “home” link if you like but always be sure the logo links to the home page.
  • About Us – This can be an important page for those deciding who they want to do business with.
  • Contact Link – Don’t make visitors hunt for a way to get in touch with you.
  • Phone Number – While phone calls are often not preferred by the business, sometimes they are preferred by the customer. Without it, you risk losing them.
  • Search Bar – Provide a way to search for your products or information.
  • Checkout/Cart – Much like a contact link, you want visitors to be able to get to their cart and check out easily.

There are some exceptions to these options above and those typically fall into the lines of the size of your business.

Certain well-known brands don’t necessarily need About Us links and don’t necessarily want (or need) people to be able to contact them easily.

When you pretty much have more business than you know what to do with, you can afford to move those links to your footer, or even remove them altogether.

But when you’re looking for every new customer you can get, consider carefully before you do.

Ecommerce Navigation Issues

The challenges for ecommerce websites magnify the importance of establishing a clear and proper navigation for your website.

Your navigation is not only for the purposes of helping your visitors get the content they need, but ensuring the search engines can better find and index pages so they can be found in search.

While the top level navigation is important in ecommerce sites, other navigational options can be equally, if not more important overall.

Related Products

One of the best opportunities to get additional products in front of your audience is by adding links to products related to the one a customer is viewing. These can be in the form of:

  • “Similar” products.
  • Add-ons or accessories.
  • Popular items.
  • Recently viewed products.

Any (or all) of these options offer a way for you to increase the average visitor order, while also throwing additional link equity toward other pages.

Amazon does a great job of offering additional products. In my search for 12 Monkeys (the single greatest sci-fi show in existence!), Amazon offers additional products that customers viewed and bought:

Guide to call tracking and the power of AI for analyzing phone data

guide to call tracking

Invoca, an AI-powered call tracking platform, published their Call Tracking Study Guide in March of this year. The in-depth guide demystifies call tracking technology and reviews how call tracking tools help marketers connect digital campaign data to inbound customer phone calls.

Call tracking is a powerful way for marketers to understand exactly where phone calls are coming from with granularity that, for the most robust tools, can extend down to the keyword level. This data helps reveal what platforms, publishers, keywords, and channels drive high-intent customers to call and can help marketers create a more informed media allocation strategy. 

Content produced in collaboration with Invoca.

Call tracking 101: A brief introduction

Invoca uses a snippet of JavaScript code placed on your website to track calls. After the code snippet is placed on the landing page, it swaps out your standard business phone number with a trackable, dynamic phone number which is unique to each website visitor. 

The tag also captures various referrer elements such as utm source, medium, paid search keyword and Google click ID—this is what enables Invoca to connect user data to phone calls.

Example of dynamic tracking phone numbers on a landing page

Example of dynamic tracking phone numbers on a landing page—source: Invoca

When the tracking number is called, the platform can also route the caller to the appropriate person or call center depending on what marketing content they are viewing, reducing time on hold and call transfers. Data is collected based on the specific call number which can include caller information, keyword, referrer type (e.g., banner ad, search ad, or social media ad) and referral source (e.g., Google, Facebook, etc.) which can also be used to inform the call center and create a highly personalized experience for the caller.

Example of referral data info in Invoca

Example of referral data info in Invoca

Not all call tracking tools are created equal

There is a large selection of call tracking tools on the market that range from basic to advanced in terms of features and functionality. 

Basic tools provide limited data to marketers, but they ignore the larger customer journey and tend to focus on last-touch attribution (e.g., making it difficult or impossible to determine where the call came from).

Some metrics a basic tool might track include:

  • Call volume
  • Call time and duration
  • Caller information
  • Basic campaign attribution

These tools provide some sense of campaign performance, but fail to tell the full story that can be gleaned when connecting analytics platforms (e.g. Google Analytics) to call information. 

More advanced AI-powered call tracking tools like Invoca aim to bridge that gap, while also automating some marketing actions after the call takes place. 

Advanced capabilities that AI-powered call tracking tools provide include:

  • Touchpoint attribution—Tie a call back to its source such e.g. paid search or social
  • Data unification—Integrate with multiple online (and offline) sources such as CRM tools
  • Data analysis—Use AI to analyze phone conversations and provide insight on call drivers, behaviors and outcomes
  • Marketing integration—Push data to the marketing stack for automation, optimization, analysis and more

The end result—and key benefit—of implementing an advanced call tracking tool is to gain valuable insight about campaign performance and attribution. 

Call tracking 201: AI and machine learning 

Martech companies are increasingly powering their technology with AI-driven platforms. AI enables marketers to gain intelligence quickly and make better-informed decisions. This trend bridges multiple industries, as shown in the graphic below. 

Companies that utilize or provide AI technology for enterprises

Companies that utilize or provide AI technology—source: TOPBOTS

Daily Search Forum Recap: July 26, 2019

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

Other Great Search Forum Threads:

Search Engine Land Stories:

Other Great Search Stories:

Analytics

Industry & Business

Links & Promotion Building

Local & Maps

Proposed NYC law would ban sharing of location data within the city

Third party data is increasingly under threat. As one case-in-point, a bill introduced this week would amend the New York City administrative code to prohibit the transfer or sharing of consumer location data with third parties within city limits.

In other words, the party that collects or captures the data could not share it with another entity. It appears to be a very bright line.

Won’t affect first parties. The proposed law would not eliminate use of location for ad targeting and offline attribution; first party platforms and publishers could still do these things. But it would impact data brokers, MarTech platforms, agencies and the programmatic ecosystem, which relies on the free flow of third party data.

The bill is explicitly directed at telecom companies and mobile apps that capture or have access to user location. It’s designed to protect consumers who may not be aware their location data is being shared. But the law would appear to not make an exception for opt-in consent to sharing.

Each violation worth $1,000. Violations would bring $1,000 in penalties per incident, up to a maximum of $10,000 per day. New York City’s Department of Information Technology would enforce the law but individuals would also have a right to sue and collect damages.

The bill provides for a number of exceptions, including for selected law enforcement use cases and for other first responders. It would take effect 120 days after being signed into law.

Why should you specialise your MBA?

The demand for leaders with industry-specific knowledge has never been greater. Learn how a specialised MBA can give you a competitive advantage. Why should you specialise your MBA? For professionals looking to take the next step in their career, completing a Master of Business Administration offers many benefits. Whether you’re looking to land a leadership position at your current organisation, make a career change or even start your own business, an MBA can equip you with the in-demand skills you need to excel in the ever-changing business world. MBA graduates are in high demand across the globe, with the Corporate Recruiters Survey Report 2018 indicating that 81 per cent of organisations planned to hire MBA graduates in 2018. The survey also shows that US companies offer a median starting base salary of $105,000 to graduates of the program. Paired with the fact that many MBAs provide a choice to study online, the qualification is an appealing option for senior-level executives looking to enhance their leadership skill set. While studying an MBA isn’t newsworthy, the recent demand for leaders with industry-specific knowledge has given rise to the ‘specialised MBA’. In contrast to a more generalist MBA, its specialised counterpart provides students with the opportunity to gain in-depth skills in a specific industry, such as IT or accounting. Some universities across the globe even offer niche concentrations in areas like arts and design, luxury management and aviation. What are some of the benefits to a specialised MBA?It equips you with in-depth skills When you specialise your MBA, your education is targeted towards your chosen industry or profession. Studying a specialised MBA enables you to factor in your own goals, interests and areas you wish to improve on, allowing you to tailor your course to your desired career outcomes. It communicates interest and expertise to recruiters Graduating with a specialisation in your MBA sends a clear message to recruiters when you return to the job market. As well as demonstrating your level of expertise in a specific field, having a specialisation shows recruiters and potential employers that you’re serious about your industry and career. Because you’re already equipped with the precise skillset required by your chosen profession, there’s a higher likelihood of you being viewed as a competitive candidate in comparison to those who come from a generalist background. It offers you a head start in your chosen industry Rather than the traditional ‘hamper package’ MBA, which has tools that you can unpack and apply to any industry, a specialised MBA gives you a head start with an education relevant to your desired industry. Alternatively, if you’re already employed in your sector of interest, a specialised MBA provides you with the opportunity to upskill and increase the likelihood of landing a leadership position. It can lead to a higher salary As well as giving you a competitive edge in the job market, having a specialisation under your belt can also increase your potential to land a higher starting salary in your industry of expertise. Findings from the 2017 Corporate Recruiters Survey show that employers will pay a salary premium for graduates with a specialised MBA. As of 2018, the highest-paying specialisations were in strategy, technology management, entrepreneurship and finance. It allows for flexibility Specialising your MBA doesn’t mean you’re locked into one career path for life. An MBA is a versatile course that furthers your prospects in almost any field of business – a specialisation just gives you a boost within a specific industry. Both specialist and generalist MBAs help you develop a wide range of highly sought-after soft skills, such as leadership, critical thinking, teamwork and communication, all of which are transferable across any career path. Where can a specialised MBA take you? A general MBA can lead to a range of roles, with graduates often finding work as account executives, business consultants, entrepreneurs, general managers, operations managers or product managers. However, a specialised MBA opens doors to a myriad of other industries, such as health services management, information and knowledge management, accounting, marketing, HR, finance leadership, strategy and international management. Whether you’re choosing to specialise or wanting to study a general MBA, these are some of the roles that benefit.

Five extensions to help you boost on-page SEO

Five extensions to help you boost on-page SEO

While there are many extensions that can supplement your online presence and improve your on-page SEO performance, some happen to be very underrated but offer a lot more than others.

On-page SEO is an integral part of online marketing. Over time, on-page SEO has been hammered and defined into several key instruments of the digital marketing toolbox that helps brands achieve their business goals on search engines. Without practicing on-page SEO, your brand may not rank on search engines effectively and fail to achieve the competitive edge it needs to get online exposure, generate leads, and earn revenue.

In this article, we will share five extensions to boost on-page SEO. These would directly complement your on-page SEO strategy, help you rack-up rankings, track your website’s performance and measure the core metrics of your online progress.

By using these five extensions you can build a stronger digital footprint on Google and significantly increase the efficiency in your marketing operations.

1. Canonical URLs

five extensions to boost on-page SEO - Canonical url

Canonical URLs is a great on-site SEO tool for your website that helps remove duplicate content and improves the crawl-ability of your web pages through canonical meta tags. It comes with a bunch of useful features that allow you to add tags to products, categories, and other pages of your website, improving relevancy with other pages and eventually helps boost on-page SEO. After installing them to your store you can set the authoritative version of your website by adding canonical tags to your store view, storefront, or a custom URL. Moreover, this extension organizes and defines your website content for search engines and users by adding canonical to layered navigation pages.

2. Hreflang tag implementerfive extensions to boost on-page SEO - href tag implementor

Hreflang was Introduced by Google in 2011 to improve the relevance of searches by geographic location and distinguish the relationship between alternate languages and web-pages. Hreflang helps organize your website’s traffic inflows by specifying its geographic and language restrictions. These tags are understood by search engines which rank the website based on its geographical targets. But since the hreflang attribute has to be placed separately in the HTTP header, on-page markup, or the sitemap, many website owners face difficulty in determining the ideal location to use. With hreflang tag implementer, you can automatically generate alternate hreflang tags for any specific location. This allows website owners to prevent plagiarism issues when they add duplicate content on their website and is particularly advantageous for on-page SEO of bi-lingual websites that have language-specific audiences.

Search Buzz Video Recap: Google Maverick Update, Google UX Rankings, Experts Writing, Resign, Bugs & Much More

This week I covered a nice number of topics including the Google Maverick update kind of slowing down. Google’s John Mueller explained a bit how maybe Google would determine if a site is something searchers would like, it was super interesting. Google also said for YMYL and medical sites, you really must have experts write or review the content. Google’s Ryan Moulton said he knows everything about the search algorithms and if anything was in there designed to do political bias, he would resign. Google may be having some indexing issues with news publishers. A Google bug stopped some searchers from seeing the full set of search results, it was fixed a few days later. Google launched in image search, swipe to view and is adding AMP on image results to the Google Search Console performance report. Google ignores redirect loops of course. Google is busy adding new features and migrating old features to Google Search Console still. Google may show featured snippets from YouTube descriptions. Google said they restored the broken reviews in Google Local. Google said the short names suspension bug should be fixed soon, but is Google confused? Google launched “get a quote” button in the local business knowledge panel. Google is testing new tabs for branded local packs and more carousel interacted. Google launched a developer document on the basics of JavaScript SEO. Google author knowledge panels may now show scholar information. Bing was invited to present at Google’s own Webmaster Conferences. Google is launching the #AskGoogleWebmasters video series really soon. That was this past week in search at the Search Engine Roundtable.

Make sure to subscribe to our video feed or subscribe directly on iTunes to be notified of these updates and download the video in the background. Here is the YouTube version of the feed:

For the original iTunes version, click here.

Your Simple Guide to Twitter #Hashtags via @searchmastergen

ADVERTISEMENT

There’s no doubt Twitter has changed the world we live in.

From its launch in July 2006 to its current state 13 years later, the microblogging website has become the ultimate news source, outreach platform, meme supplier, political soapbox, and so, so much more to so many people.

One of the many results of Twitter and its growing popularity was the rise of the hashtag.

Twitter infamously helped create the hashtag in 2007, first used by Chris Messina, which changed not just Twitter, but all of social media – and much of the world around it – in a big way.

What Are Hashtags?

A hashtag is a keyword index tool written with a #, or the pound symbol, at the beginning of a series of space-less keyword sets to refer to a specific topic, idea, or trend.

Hashtags are metadata tags consisting of letters and numbers – excluding spaces and punctuation – that categorize keywords and ideas (typically on social media platforms, like Twitter) by turning them into clickable phrases that are indexed with other, related tweets.

After debuting on Twitter thanks to Messina, hashtags flourished, first on Twitter, then on other social media platforms like Instagram, Facebook, and even business-oriented LinkedIn.

Hashtags have become a staple on most social media platforms and are embedded in the everyday fabric of social media.

And, thankfully, they’ve made categorization in a world of data overload easier than ever before.

How to Use Hashtags

Hashtags help categorize content among a plethora of information, thus making it easier than ever before to find and sort specific bits of information as they are published across Twitter.

It has become a legitimate source for breaking news, official statements, campaign launches, and even jarring photos and videos that have led to arrests and accusations, as well as other unexpected, unprecedented, and unbelievable interactions.

When using hashtags – either ones that are already trending or trying to kickstart a new one for a specific reason, campaign or idea – there are basic guidelines to using the right one, at the right time, with the right content. This will limit the potential for unintentional blowback, and later, damage control.

Creating a new hashtag and hopping on an existing one are drastically different moves and need to be handled as such. But they’re both helpful and are skills all quality social media marketers (and Twitter users) should understand.

Creating Hashtags

Creating a hashtag can be tricky.

Like most “viral” content on the web, some of the strangest ones will find a way to break through the surface and become a multi-day Twitter trend.

Others will fall to the wayside with very little effort.

Even the best hashtags benefit from influencer piggybacking, overall timing, and general luck to becoming a common trend on Twitter.

In addition to those aspects, you should follow a few other rules when creating a new hashtag if you want it catch on and become popular.

The three most important rules for creating hashtags are:

Keep It Simple

Keeping it simple is the most important aspect when it comes to creating a hashtag.

If it’s too complicated or elaborate, it will likely not catch on.

It also can’t be so vague that it’s impossible to separate it from other, unrelated hashtags with similar keywords or ideas.

Keep It Memorable

Clever hashtags tend to get legs easier than ones that are not.

If it’s witty and easy to remember, not only will the hashtag likely catch on and be used, but it will also likely have a longer shelf life than a hashtag that is not that memorable.

Give It the ‘Common Sense Check’

This is just as critical as the first two rules for creating hashtags, if not more.

D2C brands are driving up customer acquisition costs – and it’s time to course-correct

A panoramic Casper ad draws curious eyes in the subway car. Free product samples and a sponsored insert find their way into a glossy bag at checkout. And there’s a 3D Heineken wallscape stretched across a block of bars around the corner.

It’s a delicate balancing act for brands teetering between the worlds of traditional and digital advertising – one which leaves much to be desired when it comes to quantifying impact. Why invest in expensive out-of-home inventory when you could launch a display campaign for much less? Why mail a product catalog when you can send a targeted email? Why are so many digitally-native brands moving offline with their marketing?

For those digital brands with direct-to-consumer (D2C) sales models, online marketing is the lifeblood of growth. From targeted social to paid search, digital campaigns have proven an efficient and measurable way to build direct relationships with customers. But at what cost? 

Digital saturation is driving up customer acquisition costs

While traditional marketing is often curbed by finite ad inventory and budget constraints, digital advertising exists as an open marketplace in which any digitally-fluent player can launch a far-reaching campaign – and do so relatively cheaply. Digitally-native vertical brands (DNVBs), in particular, revel in the instant gratification of marketing direct-to-consumer through online channels – and for good reason. These brands can own the entire funnel (and a goldmine of data!) to track every consumer detail – down to the exact cost it took to capture the customer. But as more D2C companies flood the scene, digital acquisition costs are skyrocketing.

Basic economics would dictate that a low barrier to entry paired with a high return on investment makes a slow-burning recipe for market saturation. The rising cost of acquiring customers (CAC) is a signal that we’re nearing saturation, and many brands will be faced with the reality that digital strategies alone no longer pay off.

“When demand rises but the supply is steady, cost goes up. Brands should be concerned because the cost of acquisition is becoming higher than the average order value (AOV),” said Pini Yakuel, CEO and founder of customer data platform Optimove on the long-term implications of rising customer acquisition costs. “This means that if a customer comes to your site or storefront once, makes a purchase, and never returns, your brand is losing money.”

CAC is outpacing customer lifetime value

With the influx of D2C brands (and their inevitable competitors) playing fast and loose in the digital ad space, more dollars are needed to compete for the same impressions. As a result, CAC has reached a point where it’s outpacing customer lifetime value (LTV). This means the total amount a customer spends with a brand is less than the cost it took to acquire them, when calculating the marketing resource costs (effort and ad spend).

Mary Meeker, the famed internet trends analyst, touched on this issue in her 2019 Internet Trends report, deeming the rise in customer acquisition costs “unsustainable.” Depending on the industry, acquiring a new customer can cost anywhere from 5 to 25 times more than retaining current ones – and the cost will continue to rise as marketers attempt to stay afloat in a noisy digital marketplace.   

“We all know that it’s much more expensive to acquire a new customer than to retain and grow the one you have,” said Jake Sorofman, CMO of Pendo. “This continued obsession on acquisition — at the expense of retention is what’s inflated today’s customer acquisition costs.”

A fiercely competitive digital ad environment and a more saturated market will force D2C brands to seek more diverse, and potentially less-targeted forms of marketing. Likewise, they’ll need to stay hyper-focused on customer experience to retain a customer base for the long-term. For the digitally-native brands that grew up in the golden days of social advertising, sustaining growth in today’s environment means a return to brand-building basics.

Related: Welcome to the next era of social media marketing

Loyal consumers are the most effective brand advocates. They translate brand value to the masses in the form of reviews and engagement – which helps bring in new customers at little to no acquisition cost. But for that to happen, brands need to nail experience and deliver value. 

How to reduce customer acquisition costs and grow lifetime value

If loyal customers are the benchmark of value for a brand, then brands must be willing to give value back to those customers — particularly when it comes to data.  

Deliver personalized value. “Digital and mobile experiences are a rapidly growing part of this equation,” said Mike Stone, SVP of marketing at Airship. “But these experiences can’t just be a novelty, there must be a true value exchange. The most impactful experiences are often highly personalized, and personalization requires some exchange of customer data… that means we need to give consumers something that clearly and proactively makes their lives easier.”

Examples of successful value exchanges include Wayfair’s augmented reality app that shows how furniture might look in a customer’s home, or Sephora including free cosmetic samples with loyalty program purchases. Apps such as Accuweather sends a push notification before a thunderstorm strikes, and airline apps send texts to notify users about flight updates such as upgrades and gate changes.

The Top 25 Movies About Social Media to Add to Your Watch List via @KristiKellogg

ADVERTISEMENT

Looking for social media movies and television shows that hold up a mirror to our 21st century existence?

We’ve rounded up the top movies and TV show episodes that highlight how deeply social media has penetrated our culture.

Among them, you’ll find horror films where social media connections turn creepy, documentaries that explore topics like Facebook’s data collection, and movies where the reliance on social media has gone too far.

Read on to discover the best social media movies to add to your watch list now!

1. The Social Network

Jesse Eisenberg stars as Mark Zuckerberg in this 2010 movie depicting the creation and rise of Facebook.

In 2011, “The Social Network” was nominated for eight Academy Awards and won three: best adapted screenplay, best original score, and best film editing.

2. The Circle

Based on Dave Egger’s book of the same name, “The Circle” takes place in a world where a single search and social company has taken over, eating up the market share and standing alone.

In this world, information is tightly controlled, cameras are always on, and sharing your life is all but mandatory.

3. Catfish

This 2007 documentary chronicles the nine-month ordeal were filmmaker Nev Schulman gets involved with a woman via Facebook, only to find out she is nothing like what she’s led him to believe.

4. Terms And Conditions May Apply

“Terms And Conditions May Apply” is a documentary that looks closely at the data that companies like Facebook and Google use.

Get insights into how it’s collect, how it’s used, and how it can hurt you.

5. #chicagoGirl: The Social Network Takes on A Dictator

This 2013 documentary chronicles teen Ala’a Basatneh as she helps fight the Syrian revolution from her bedroom in Chicago using Facebook, Twitter, and Skype to expose regime atrocities in Damascus and Homs.

6. Ingrid Goes West

Social media influencers live a very public life – and that can lead an assortment of interesting followers. In “Ingrid Goes West,” Instagram celebrity Taylor Sloane (played by Elizabeth Olsen) befriends seemingly normal Ingrid Thorburn.

In actuality, Thorburn is a stalker will do anything to become besties with the Insta-star – including moving across the country just to find Taylor.

This black comedy takes a deep dive into just how far people will go to obtain an Insta-worthy life.

7. We Live in Public

This documentary film explores the impact of the internet on mankind.

Josh Harris, an entrepreneur during the dot-com era, looks into the concept of ownership and the effects of media through a series of experiments – including broadcasting his day-to-day life on a webcam.

8. American Meme

This Netflix documentary follows celebrities like Paris Hilton and DJ Khaled as they analyze their online lives and debate whether follows and reposts bring can bring true happiness.

9. Inside

Christina (played by Emmy Rossum) wakes up in a room after being kidnapped, with no memory of how she got there.

She is left with two tools: a laptop and an audience on social media.

Will they be able to help her escape?

10. Me and You and Everyone We Know

“Me and You and Everyone We Know” weaves together the story of several characters trying to find connection and meaning in today’s world while navigating social media, online romance, and modern mores.

11. Disconnect

Several storylines come together to explore the negative side of social media and modern communication.

Whether it’s the workaholic lawyer, the high school bully or the couple with secrets, they all have one thing in common: that “everything (they) can do, someone out there can see.”

The ensemble cast includes Jason Bateman, Paula Patton, Frank Grillo Alexander Skarsgård, and even fashion designer Marc Jacobs.

12. #140 Characters: A Documentary About Twitter

This short documentary takes a closer look at the impact of Twitter – specifically in how it’s changed the lives of four ordinary people.

This short documentary explores how Twitter has changed the lives of four ordinary people.

Each used Twitter as a jumping board for finding love, growing a business, meeting an idol, and starting a foundation, respectively.

13. Unfriended

“Unfriended” is a horror movie that comes with one warning: uploading content online can have consequences.

The 2014 film revolves around a group of high school friends who don’t hesitate to post about their lives on the internet.

But when someone posts a video of their friend, Laura, extremely drunk, she commits suicide.

On the one year anniversary of Laura’s death, her friends are all chatting online and Laura’s chat account joins.