Brands and publishers pounce on Peach, the latest social fad

The latest object of interest: Peach, a new social networking app that combines Slack-like commands with a Facebook Messenger-style interface, introduced last Friday. Major brands like Asos and Merriam-Webster are up and running, along with several publishers like Vice and The Washington Post.

On Monday afternoon, clothing retailer Asos penned a literal love letter to the app on its corporate blog.

Merriam-Webster, which is using the network to doodle its “word of the day.” Jesse DeWitt, director of digital product management, said that Merriam-Webster has a new strategy focusing on exposing people “to the love of language” rather than just share definitions, and Peach is its first opportunity to do that.

“Resources are a problem, but we have such a well-established routine with other social networks,” he said. “It helps to have a little left in the tank.” Merriam-Webster has racked up close to 1,000 friends on the network since it got on Saturday.

The haste is surprising. Most brands are stretched for resources, especially in social and digital, so staffing for new platforms is frequently cited as a major challenge for companies, regardless of size. “First is not right for all cultures,” said Moxie CEO Sean Reardon. “As they say, ‘The pioneers get the arrows, the settlers get the land’.”

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Source: Digiday

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