You know the saying, “You get what you pay for.” That’s often true. In the case of businesses with Facebook pages, you’re actually getting more than what you pay for, since – it’s free! So why would you not only look a gift horse in the mouth, but shoot it?
Yet some businesses are doing just that. It’s become the latest brag, trailing closely behind that fantastically annoying “I don’t even have a TV, never mind watch the drivel!”
Let’s lay it out: deleting your Facebook page is foolish.
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As Facebook CEO Mark Zuckerberg explained in Tuesday’s Q3 earnings call, the company wants to expand Internet.org.
Facebook announced today that the Internet.org app, originally launched in Zambia, is now available in Tigo subscribers in Tanzania. Zuckerberg also posted about the availability in Tanzania on his timeline:
We just launched the Internet.org app in Tanzania, providing free data access to a set of basic internet services.
Everyone in Tanzania can now use the internet for free to find jobs, access health resources and use services like Facebook and BBC News to stay connected and informed.
This summer, we introduced the Internet.org app in Zambia and the impact we’ve seen is inspiring. An expectant mother using the internet to prepare for her pregnancy. A student using Wikipedia to study for her exams. A man living far from the library being able to download books online.
Facebook, yet again, posted arguably its best quarter ever, reaping $3.2 billion in revenue in Q3, with 66 percent of their ad revenue coming from mobile. Facebook now has 1.35 billion users (1.12 billion on mobile).
But is the best for Facebook still to come? Here’s what we learned from Facebook’s quarterly earnings call on Tuesday.
1. Facebook thinks it can fix digital advertising
Chief Operating Officer Sheryl Sandberg knows that there’s still a gap between how people interact with advertising (on mobile) and how advertisers still prefer to deliver messages (display and desktop).
How important is mobile for Facebook? Mobile advertising now accounts for 66 percent of Facebook’s advertising revenue, according to Q3 figures announced by the company today.
Other key figures:
- Daily active users (DAUs) were 864 million on average for September 2014, an increase of 19 percent year-over-year.
- Mobile DAUs were 703 million on average for September 2014, an increase of 39 percent year-over-year.
- Monthly active users (MAUs) were 1.35 billion as of September 30, 2014, an increase of 14 percent year-over-year.
- Mobile MAUs were 1.12 billion as of September 30, 2014, an increase of 29 percent year-over-year.
More key stats and facts from Facebook’s Q3 can be found below.
3Q Digital, a digital media agency, recently analyzed its clients’ performance with Facebook ads, finding a huge drop in impressions, but a pretty big jump in clickthrough rate. This illustrates that while reach may be tumbling on Facebook, those who are seeing messages are the most willing to take an action.
Year-over-year, there has been a 54 percent decrease in impressions (taking into account both mobile and desktop campaigns), a 56 percent increase in cost per click, a 342 percent rise in clickthrough rate and a 224 percent increase in ad spend. Since Q2 2014, 3Q Digital’s clients have seen a 136 percent decrease in impressions, a 53 percent increase in clicks, a 262 percent increase in clickthrough rate and a 54 percent increase in spending.
However, much of the cost increase and impressions decrease appears to be on desktop, as mobile numbers are more positive.
More and more people are logging into sites and apps with Facebook. The latest report from Gigya shows that worldwide, 58 percent of social logins happen with Facebook as the conduit.
Facebook, as a social login mechanism, is seeing penetration rates as high as 80 percent in Central and South America.
Gigya’s Victor White discussed the social login trends in a blog post:
The trends we saw in Q2′s social login data continued in Q3, with Facebook continuing to make incremental gains as the web’s most used third-party identity provider. Also in step with recent trends, Yahoo continued its precipitous decline, dipping below 10% of all social logins in the quarter.
Facebook’s majority position seems to have been solidified by the company’s recent changes to Facebook Login, which now includes line-by-line controls for users when they choose to log into sites and apps with their Facebook credentials.
Learn more about how Facebook dominates the social login landscape by checking out the infographic below.
While the amount of traffic referred from social networks took a dip in Q3 2014, Shareaholic still finds that Facebook is by far the leader, generating 4 times as much traffic as Pinterest.
Shareaholic monitors data from more than 300,000 websites, totaling more than 400 million monthly unique visitors.
Facebook has increasingly referred more traffic than any other social channel. In Sept. 2013, Facebook drove 10.37 percent of the traffic to the sites studied; now, that figure is 22.36 percent.
Shareaholic’s Danny Wong discussed in a blog post Facebook’s power to drive traffic, as well as the threat of Pinterest:
For businesses, Facebook is a gold mine of audience data and content distribution. For users, it is a highly personalized window into the things/topics/news they care about. In sum, Facebook is everything. Driving 22.36% of overall traffic to sites, Facebook’s share of traffic has exploded in the last year. Since September 2013, its share has increased 115.63% (11.99 percentage points) from 10.37%.
Retailers are coming around to the power of Facebook’s targeted advertising. Facebook Marketing Partner Offerpop feels that with innovations such as the Buy button and more ways to drive direct commerce, Facebook will be a major factor in Q4, when many companies ramp up advertising for the holidays.
Offerpop is also bullish about Instagram, where brands will tap into user-generated content.
Mairead Ridge, Offerpop’s Senior Marketing Manager, talk with Inside Facebook about how the sentiments about Facebook’s ability to deliver ROI are changing in time for the holiday shopping season:
Recently, there’s been a sense from marketers that Facebook is on the decline. It’s tougher than ever to get organic reach. We’ve heard a lot of brands and marketers react to that. But what we’re seeing is that there’s still ROI out there for brands that are using Facebook’s ad platform and organic tactics out there to drive reach and site traffic and sales. I think everybody that experimented with the platform for a long time is starting to see better and better results from their efforts.
According to a recent Offerpop survey, 92 percent of marketers polled planned to spend most of their social budget on Facebook.
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