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When Do Tech Updates and ‘Product’ Launches Deserve Their Own Press Events?

Good question.

You’ve probably already noticed that Facebook got plenty of media attention and a nice big stock bounce after timing the “Paper” announcement to coincide with its impressive Q4 earnings report. But as a certain friend of the site said, Zuckerberg could score headlines for installing new urinals in his office.

Facebook is not quite like any other brand, and of course events ultimately serve to impress multiple parties: journalists, stakeholders, advertisers and—indirectly—the general public.

The question: when is an announcement from an established tech company important enough to justify its own press event? Did Instagram Direct really deserve a “share a moment” night?

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