Latest Digital / Social Media Marketing News & Insights

​Presented by Neal Schaffer​

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In this week's newsletter:

• OpenAI is piloting group chats in select countries
• LinkedIn is rolling out AI-powered conversational search
• Learn how to stay visible as AI reshapes search

Hey Reader,

I have a habit of listening to podcasts from their very first episode, but I do so for a reason: To give me deeper historical perspective on everything to glean greater insight.

Case in point: The podcast I am listening to now is finally through COVID and into the spring of 2023.

It is fascinating, looking back at history, to see how quickly AI developed just in those few months after ChatGPT was announced late in 2022.

I mention this because historical perspective is everything. And with the rapid growth of AI, a look back gives us a glimpse of where we are and where we are going.

Early in 2023 I spoke to a marketing partner who was working with Microsoft. At that time, almost 3 years ago, a senior technology executive who was working with OpenAI predicted that search traffic might decline by 50% in 2 years.

Well, I don't know if it has declined by that much, but the writing is on the wall. In order to be digitally discovered, we need to operate a little differently.

Content, as I wrote in Digital Threads, is still how we become discovered by search engines. But as search transitions from a keyword/link-based reality that we grew up with to something more conversational, it requires a different way of developing and publishing content.

These are themes and concepts that I am developing for a 2nd edition of Digital Threads, but this world is quickly evolving. One tool that I am currently experimenting with to get greater visibility into this world is a tool called Clearscope. I look forward to reporting back to you on what I discover.

How is your company transitioning to a conversational search world? Would love to hear about your experience so far!

Now on to this week's top news and insights!

Please note: Some links in this newsletter are affiliate links. If you make a purchase through them, I may earn a small commission—at no extra cost to you.

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This Week's News

LinkedIn Adds AI-Powered Conversational Search LinkedIn is rolling out AI-powered conversational search, and it’s a meaningful shift for anyone who relies on the platform to find the right people faster. Instead of wrestling with filters, you can now type natural, specific questions and get high-intent matches across your network. As someone who’s spent years helping professionals show up digitally, I see this as a real boost for visibility and opportunity—especially if you want to connect with the right people, not just more people. Social Media Today​

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OpenAI Says It’s Fixed ChatGPT’s Em Dash Problem OpenAI finally addressed a long-standing gripe: ChatGPT’s overuse of em dashes. Writers have been flagged for using them too much as they are often wrongly assumed to be a telltale AI trait. Even users who explicitly asked for no em dashes couldn’t get the bot to stop. Now, thanks to a quiet update, if you tell ChatGPT to skip them in your custom instructions, it actually listens. It’s a small fix, but one that gives writers more control and credibility back. TechCrunch​

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The New Nextdoor: Updates Every Social Marketer Should Know Nextdoor’s reset is opening real doors for local reach, and it’s worth paying attention. The platform is leaning into news, alerts, and neighbor-powered recommendations, making it far more useful for brands that want to meet people where they actually live. I’ve seen how powerful hyper-local trust can be, and this shift gives marketers a chance to show up with real relevance—not noise. If local matters to your strategy, this update is worth your time. Ignite Social Media​

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Piloting Group Chats In ChatGPT OpenAI is testing group chats in ChatGPT, letting people collaborate with friends, coworkers, and the AI in one shared space. What stands out here is how this update makes ChatGPT feel more like a real partner—helping groups plan trips, make choices, or organize ideas together. If you’ve been looking for smoother, shared AI teamwork, this new feature is worth exploring, but you'll have to wait for it to come to you as it is currently only available in Japan, South Korea, New Zealand and Taiwan. OpenAI​

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More News

AI SEO Tips: How To Earn Citations & Mentions In AI Search AI search is changing fast, and this guide lays out practical, doable steps to help your content earn citations and mentions in tools like Google’s AI Mode and ChatGPT. What I appreciate here is how simple the core idea really is: make your answers clearer, your structure tighter, and your insights more original. If you want to stay visible as AI reshapes search, these tips are well worth your time. Semrush​

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How Clarify Turned LinkedIn Into Their #1 Lead Machine This breakdown of Clarify’s LinkedIn playbook shows how a young brand turned the platform into a top lead engine by focusing on native content, thought leadership, and authentic voices. What I love here is how repeatable the system is — any B2B team can apply these steps to spark real engagement and trust. If LinkedIn has felt like a dead end, this guide gives you a clearer path forward. Foundation Inc​

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Influencer Outreach Strategy: A 9-Step Guide For B2B Marketers This guide breaks down a smart, 9-step B2B influencer outreach plan that helps you find the right voices, build real relationships, and turn expert partnerships into business results. I love how it keeps the focus on trust, relevance, and long-term value—the same principles that have driven my own work with creators. If you want to level up your B2B visibility in 2026, this is worth a read. Brandwatch​

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Is LinkedIn Premium Really Worth The Investment For Small Business Owners And Marketers? Is LinkedIn Premium worth it? In this post I personally break down 11 powerful features that can help you grow your business, career, or sales pipeline. From InMail credits and profile view insights to LinkedIn Learning and advanced search filters, I cover how to use Premium strategically—and when to skip it. If you’re networking, selling, or job hunting, this could be a game-changing investment. Here's how to make it pay for itself. Neal Schaffer​

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