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.
Get hands-on social media training for beginners in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will teach you the best practices to be successful on social. Register now!
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.
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.
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.
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.
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.
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.
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.
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.
But how widespread has this been? Facebook released statistics Friday, showing that 15 million people across the social network have posted about, commented or liked a post related to the ALS Ice Bucket Challenge. People have also posted more than 1.2 million videos.
Social Media Jobs
of the Day
The Week and Mental Floss
New York, NY
New York, NY
New York, NY
Maryland Public Television
Owings Mills, MD