Inside Facebook editor Justin Lafferty recently conducted an interview with Media Shower, talking about the history of Inside Facebook, the state of Facebook marketing and how page admins can adjust their mindsets for success.
Here’s an excerpt from that interview. The full interview is here.
Hey, Justin. Can you tell us the story behind Inside Facebook? When and why was the site started?
The site was started a few years before I joined. In 2006, Justin Smith saw Facebook as a platform to track and cover in the future, though it was roughly two years old. Read the first story here.
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(This is an excerpt from Todd Denis’ detailed post about Facebook fan value on Augmo.)
What should you pay for a Facebook fan heading into 2015? Common sense and the average marketing budget says it’s about $1 per fan – but the potential value of that fan to your brand is likely much higher.
This in-depth article addresses the pros and the cons of widely known Fan Acquisition Costs (FAC), focused heavily around Facebook. It also provides three models for calculating your brand fans’ potential value (aside from costs): Halo Value, Leads Value and Revenue Value. Under these three models, I’ve calculated some unscientific but (hopefully) entertaining Facebook brand fan value examples:
- Oreo’s Facebook fan = $5.90
- Hubspot’s Facebook fan = $3.71
- Audible’s Facebook fan = $10.04
Recently, Facebook tested a feature that apparently told page admins which fans were valuable or irrelevant.
The test was first spotted by Inside Facebook reader Matteo Gamba. A Facebook spokesperson confirmed that this was something the site was testing, but the test has been called off. When asked if this could identify influencers, in terms of engagement, the Facebook spokesperson said, “Not necessarily.”
Gamba found this feature in the banned users section of his page’s settings menu. He was able to select from a drop down menu valuable or irrelevant, but both options resulted in zero results, Gamba said.
In May, Facebook rolled out an update on releasing video metrics, wherein users will get information on total video views, unique video views, the average duration of the video view and audience retention. This indeed was a great update for marketers! Some brands still love listening to the term GRPs and it seems like Facebook is bridging the gap between TV and online video by introducing this measuring unit. But that’s not it.
Lately, I started noticing the number of views on some videos and it looks like the Facebook video view update is out!
This has been a popular feature on mobile, as it’s an easy way to respond to another person instead of having all comments listed chronologically, as was the default for the past on the mobile app.
As much of the digital world deals with leaks and hacks, Facebook knows that keeping user data secure is the most important thing it can do.
The company’s security team explained in a blog post, written by Security Engineer Chris Long, how they keep the password safe:
Our team wanted to do something to improve this situation, so we built a system dedicated to further securing people’s Facebook accounts by actively looking for these public postings, analyzing them, and then notifying people when we discover that their credentials have shown up elsewhere on the Internet. To do this, we monitor a selection of different ‘paste’ sites for stolen credentials and watch for reports of large scale data breaches. We collect the stolen credentials that have been publicly posted and check them to see if the stolen email and password combination matches the same email and password being used on Facebook. This is a completely automated process that doesn’t require us to know or store your actual Facebook password in an unhashed form. In other words, no one here has your plain text password. To check for matches, we take the email address and password and run them through the same code that we use to check your password at login time. If we find a match, we’ll notify you the next time you log in and guide you through a process to change your password.
Have you seen the video saturation in the News Feed recently?
Whenever Facebook rolls out new features, they give it extra weight in the News Feed. And more exposure leads to more engagement, more engagement leads to further exposure, which creates these breakout viral posts. Like this lawyer, who got 446,000 people talking about this.
The Golden State Warriors, a National Basketball Association team, posted a 15 second video with their coach Steve Kerr and star player Stephen Curry engaging in a free throw contest. More than 2 million people clicked on it.
Adobe, a Facebook Strategic Preferred Marketing Developer, studied the Facebook performance of its clients in Q3, finding that the News Feed is increasingly becoming pay-to-play.
Adobe found that organic impressions are down 50 percent from last year, but paid impressions only rose 5 percent year-over-year.
Joe Martin, a Senior Analyst at Adobe Digital index, noted that these figures would likely change in Q4, as brands up their budget for the holiday shopping season:
We expect brands to invest more in social during the holiday season as well. As social becomes a bigger part of the holiday commerce experience, brands and retailers are going to want to make sure their messaging is being seen.
Adobe predicts that paid impressions for retail will grow 10 percent to 20 percent during Q4.
While Facebook ads are definitely getting more expensive (cost per click is up 28 percent quarter-over-quarter and 114 percent year-over-year), they are paying off. Kenshoo reports that clickthrough rate is up 86 percent Q0Q and 148 percent YoY. Revenue from Facebook ads has risen 162 percent YoY.
Here’s a look at the Facebook and social ad performance of Kenshoo clients in Q3.
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