Facebook SMB head Dan Levy addresses organic reach, personalized help and video

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Dan Levy, Facebook’s Director of Small Business, knows that you want more direct help and response from Facebook. The small business department has been reaching out to frustrated page owners, guiding them through advertising features such as Custom Audiences, and helping out small business owners attending events.

Levy spoke to a capacity crowd Wednesday at Intuit’s QuickBooks Connect in San Jose, Calif., a conference aimed at helping small business owners reach their goals. Levy talked about how intelligent targeting, the conversion pixel and a mobile approach can help busy small business owners find success through the site. But what if you actually want to talk with someone from Facebook about your business? That’s one of the things Facebook has been investing in, Levy recently told Inside Facebook in an interview.

Inside Facebook: Can we talk about the way that video is being utilized by small businesses on Facebook?

Dan Levy: We’ve seen small businesses using video on Facebook for a long time. There’s been a lot of organic activity already. What we’re really excited about and what we’re seeing use from is our new video views objective. If you’re a small business owner, you can click for views, which is great because it helps us get it to more people who are going to see your video. So we’ve got examples from all over the world — Grant’s Whisky from Scotland takes stuff that they were running on small TV budgets, running it on Facebook and they were really excited about the results.

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Facebook allows page admins to save, backdate posts

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Facebook recently gave many page admins a powerful feature: the ability to save drafts of posts and backdate posts.

Through this feature, page admins can now compose a draft of a post, save it for later, and post it when it’s ready.

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Facebook changing PMD program to Facebook Marketing Partners

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Facebook’s Preferred Marketing Developer program may be getting a new look.

Earlier today, Facebook announced on the Facebook for Business page that the PMD program will be renamed Facebook Marketing Partners.

According to sister site AllFacebook, the PMD program will switch over to Facebook Marketing Partners early 2015. Facebook Marketing Partners will be split into several different categories, which could be a welcome change from the Strategic PMD/regular PMD system.

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Facebook’s cookie-free targeting with Atlas: one step closer to Minority Report?

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If you saw the Tom Cruise movie “Minority Report,” you probably remember the scene when he walks by The Gap and a retinal scan triggers a series of advertisements that also include a history of his past purchases.  If you’re also a passionate digital marketer, you probably saw that and thought, “Whoa, that’s creepy and cool at the same time!”

While personal physiological identification with businesses is headed in that direction already, especially with Apple’s recent launch of Apple Pay, it’ll be some time before society overcomes privacy concerns to allow this type of authentication to be used for advertising purposes.  I say “some,” not “long,” because Facebook has already pushed the envelope here quite a bit.

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Inside Facebook interview with Media Shower: What do Facebook page owners need to know?

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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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How should you value your Facebook fans?

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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

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Facebook tested feature that identified valuable, irrelevant fans

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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.

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Facebook rolls out more descriptive hover cards

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Facebook has added more context to its hover cards. Now, when you mouse over a friend’s name in chat or on News Feed or timeline, you can see more detailed information.

The format for hover cards for pages does not appear to have changed.

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Is Facebook video a threat to YouTube?

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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!

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Facebook mobile now has threaded replies on comments

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Facebook recently made it easier to keep track of a conversation on the mobile app. Inside Facebook discovered recently that threaded replies have made their way to the mobile app.

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.

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