Should Facebook pages still pay to acquire new fans?

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A common refrain among small business marketers goes something like this: “We’ve paid to acquire new fans, and now we have to pay again to reach them?”

There’s been a shift recently in Facebook ad and marketing circles, prompting page admins and brands to put more investment in engagement. But has the “like” been rendered useless? According to Facebook Strategic Preferred Marketing Developer SocialCode, definitely not.

A new report by SocialCode shows that pages should keep doing campaigns to acquire new fans on Facebook, as they tend to convert more often than non-fans. Instead of just acquiring fans and hoping for profit, SocialCode Chief Innovation Officer Addie Conner told Inside Facebook that fan acquisition campaigns should be coupled with retargeting so these new fans don’t just disappear:

We were looking for new ways to scale on (direct response). Facebook started allowing new ways of retargeting against email lists through Custom Audiences. Immediately, we saw that if they use an email list on Facebook and were retargeting against those users, that works really well. We were able to get really efficient CPAs on that. If you think about fans, it’s just like another email list. You’re getting a group of users who are opting in to see your content going forward and you have an audience that is retargetable over time. If you measure the marginal benefit and it’s coming in, these people are saving you more money than they cost downstream.

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Top 4 tips for creating a successful targeted Facebook ad campaign

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It’s no secret that Facebook’s organic reach for pages has plummeted over the last year — or that the free ride is essentially over — but forking over a little cash for ads could do some good. The most efficient way to do this? Through creating a targeted campaign.

Social ads are a great way for businesses to foster consumer engagement and expand their reach, according to Phil Penton, president of Social Integration.

U.S. companies spent a combined $5.1 billion on social media advertising last year, and that number is expected to increase to $15 billion by the end of 2018, according to BIA/Kelsey.

Penton told Inside Facebook:

This is the hottest topic out there. Everyone was out there growing their fans [on Facebook], and spent a lot of time growing their Likes with the thought that they were going to be able to post content for free and their fans would be able to see it. The reality is that if you had 100,000 Likes on your Page, only 10 percent were seeing your posts anyway, which isn’t great to begin with.

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Facebook issues guide for retail advertising

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Want to get more in-store traffic? Facebook feels that its advertising is just the solution. Facebook this week published a guide for its Preferred Marketing Developers looking to foster more prosperous relationships with retail clients.

The guide includes some interesting tidbits about advertising and News Feed:

  • People check News Feed 14 times per day.
  • 45 percent of people who were reached via ads were reached exclusively through Facebook.
  • Facebook is more than twice as accurate as other ad networks.
  • Facebook delivers an offline conversion lift of 8x return on ad spend.

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Facebook: 95 percent of notification emails are strictly secured

Whenever you get a notification email from Facebook, such as for a tagged photo, those emails can be encrypted with plain text communication protocol STARTTLS, creating a more secure connection.

In May, Facebook said that just 28.6 percent of such emails sent out were protected with STARTTLS, but now that number is up to 95 percent.

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SPMD SHIFT adds Andrea Wolinetz as VP of Agency Partnerships

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SHIFT, a Facebook Strategic Preferred Marketing Developer, announced Tuesday that the company has hired Andrea Wolinetz as Vice President of Agency Partnerships.

Wolinetz, who has nearly a decade of digital marketing experience, will grow SHIFT’s senior-level partnerships with agencies and promote adoption of the SHIFT Open Marketing Cloud. She will be based in SHIFT’s New York office. Most recently, Wolinetz was the Managing Director of Connected Platforms at PHD, where she oversaw the growth and expertise of the company’s offerings in social media, search, mobile and gaming. Some of her clients included Carnival Cruise Lines, HBO and GlaxoSmithKline.

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Facebook’s Buy button and the future of global commerce

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While Facebook’s Buy button might be “The Next Big Thing,” it doesn’t necessarily cater to the company’s global user base. At least not right now.

While the Buy button is still in testing by a small number of companies, it’s current format doesn’t sit well with the global community. One company says this is because the Buy button is very American. What does that mean?

Ralph Dangelmaier, CEO of BlueSnap, explained to Inside Facebook that payment systems vary greatly by country. Options like Paypal, Visa, and American Express aren’t payment options the world over, so having a Buy button that requires a credit card at checkout is a major turnoff for someone, say, in Germany.

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Facebook testing ‘Satire’ tag

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You might have at least one Facebook friend who thinks that Morgan Freeman is really dead, or some satirical Onion headline is the truth. Facebook wants to stop the sharing of satire as fact, as the site is testing a Satire tag on posts from The Onion and other similar sites, according to Ars Technica and sister site AllFacebook.

The tag only appears on the Related Articles module that appears after a user clicks on a link within News Feed.

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Facebook testing call to action options on organic video posts

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Facebook appears to making it easier for pages to utilize a call to action. As discovered by Memorado and Inside Facebook reader Matteo Gamba, some pages have the option to add a call to action when they upload a video.

Facebook has made the call to action button a powerful option for direct response through ads, but now it looks like page admins could get the ability to add such a button on non-advertised posts.

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Facebook PMDs Die Socialisten/Swat.io, RIOT form partnership

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Swat.io (an offering by Facebook Preferred Marketing Developer Die Socialisten) and RIOT announced Monday that they have formed a strategic partnership.

RIOT, a Brazilian PMD with 300 employees in 4 locations, will integrate Swat.io technology into its work with top brands such as LG Electronics, Johnnie Walker, PepsiCo, Spotify and Renault.

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Why are passion pages so popular on Facebook?

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There’s a group of pages that achieve loads of organic reach, with little Facebook advertising involved. How are they doing it? Through passion.

Passion pages — like “Architecture & Engineering,” or “Welcome to the Internet,” — aren’t so much selling a service or a product, or acting as the public face of a company. They’re meant to be a gathering place for people who love something. But what goes into a passion page’s content strategy and what are the major goals?

Inside Facebook talked with Saul Leal and Saborn Va of Salt Lake City-based Deseret Digital Media, the minds behind popular passion pages such as “I Love My Family” (8.8 million fans), “Yo Amo a Mi Familia” (5.6 million) and “I Love the Bible” (5.3 million). Deseret has more than 100 passion pages across Facebook. Last month alone, they drove 3.3 billion impressions to the company’s FamilyShare Network websites.

Deseret’s Facebook ad budget to acquire new fans? $0.

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