Forever 21 files for bankruptcy, McDonald’s tests meatless option, and email’s the go-to for ‘conversational marketing’

Also: Twitter buzzed for National Coffee Day, whether profanity makes sense for your audience, Facebook tests removing ‘likes,’ and more.

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Good morning, PR pros:

The rumors about Facebook removing “likes” are proving true.

The company is preparing to test hiding the metric from the public on accounts in Australia.

No tests are planned beyond Down Under; the data collected will determine any future actions, Facebook says.

The move is similar to a test the company is running on sister platform Instagram; that one started in Canada and has been rolled out to other countries.

What does the hiding of “likes” mean for communicators? Plenty of other metrics are available to help measure your message—and there will still be instantaneous feedback on things like comments and shares.

What is of more concern is whether the use of “likes” will decrease in importance for Facebook’s algorithm. To adapt, marketers must work to create engaged online communities.

Here are today’s top stories:

On Sunday, the struggling retailer made the rumored move official, and it will involve closing as many as 178 of its lowest-performing stores. However, Forever 21 is assuring consumers it’s still in business.

In a press release, the company wrote:

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