Here are my top industry stories for today’s #Friday5 round up: Twitter, trends, Word of the Year and more…

Twitter Now Lets You Share Public Tweets Via Direct Messages (TechCrunch, November 20) Twitter shared it’s expanding its DM capabilities and opening the door to easier private messaging on its platform. The company said, “with today’s update you’ll be able to share a Tweet privately with any of your followers.”

5 Trends That Will Change How You Use Social Media in 2015 (TIME, November 18) Spoiler alert, but here are the five trends: your social network wants to be your wallet; new networks proliferate, but will they last?; shopping finally comes to social media; smart devices get more social; the illusion of social media privacy gives way to the real thing. Do you agree?

The Oxford Dictionaries Word of the Year is…vape (Oxford Dictionaries Blog, November 17) Runners up included bae, budtender, contactless, indyref, normcore, and my personal favorite slacktivism.

Why No One’s Reading Your Marketing Content (Harvard Business Review, November 14) Flagged by my colleague, Shahed Ahmed, this article talks about the need to figure out content mix and distribution, an area where a lot of B2B companies fall short. At the end of the day, a lot of B2B marketing content is still pretty generic and uninspiring, but the key is creating differentiated narratives and topics to inform the content. If you don’t want to read it, why would anyone else?

11 Marketing Trends To Watch For In 2015 (Forbes, November 9) The world of marketing is undeniably constantly evolving. Here’s a quick list of upcoming trends to check out.