By now, you’ve surely heard about Facebook’s like gate ban that will go into effect on Nov. 5.
If you somehow missed it, here’s a quick rundown.
In August, Facebook announced that they would no longer allow businesses pages to like-gate or fan-gate their content. In essence this means businesses can longer withhold information or materials from their fans in exchange for “liking” their page. This announcement affected custom Facebook page apps, which are also known as tabs, or as we like to call them, campaigns.
Well, the November 5 deadline is quickly approaching so now’s the time to make sure your Facebook efforts won’t be negatively affected by this change.
Imagine the direct impact on supporter relations if the ALS Ice Bucket Challenge had included a way to capture email. What an amazing moment for the ALS to identify those supporters willing to further share their support, learn more or even get more deeply involved. With hundreds of thousands of people suddenly exposed to their cause, and motivated to engage with the mission, the ALS Ice Bucket Challenge exemplified the power of social marketing and illustrates its potential in providing untapped opportunities to reach, capture and cultivate meaningful relationships with supporters.
For years, organizations have treated Facebook and email as entirely different channels to reach and engage supporters. But increasingly, organizations that successfully merge their email and Facebook efforts find themselves with far more benefits.
(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
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!
Facebook’s recent re-launch of Atlas unearths an intriguing privacy concern. Should consumer data collected under the premise of social networking be shared with third party publishers, potentially exposing it to any advertiser?
Facebook consumes only 18 percent of its users in app time; 40 percent is of users’ time is spent on games and entertainment apps, which own a fraction of the user data that Facebook does. This wealth of data that Facebook owns harbors a huge blue ocean of opportunity for app developers and advertisers alike – making the employment of Atlas an ROI gold mine.
It is well known that Facebook, as an advertising medium, is highly effective for big brands to get through to customers in a highly targeted and accountable way. Facebook partners offer some amazing technology and services catering to this customer group. Gaming companies have seen outstanding success using the Facebook platform for growing their user base and monetizing gamers. Facebook is the best proven sales Social channel for eCommerce merchants large and small.
A recent Business Insider report has analyzed the various well known social platforms and Facebook is ahead in terms of traffic, sales generated and engagement by a significant distance.
People use Facebook to share their latest thoughts and happenings, where they have been recently, what they have eaten recently and their thoughts on the recent news. Facebook is a place of sharing, with users sharing their opinions about anything with each other.
But when it comes to sharing, not all posts or comments will be positive. People will share their negative experiences they had with your products all over social media, and some of them can be really nasty experiences.
Facebook has recently prohibited ”like-gating.” Like-gating was the practice of forcing users to become Facebook fans of a brand before they could access its content or participate in a contest. A lot of marketing blogs have commented on this, talking about the demise of Facebook marketing or alternatively the sudden pointlessness of having/getting fans.
But this “news” is just one of the many tidbits buried near the end of an article posted on Facebook’s developers blog.
While Facebook and Twitter’s IPOs were a nice shot in the arm for the tech industry, especially in Silicon Valley, it also put the heat on them to produce more revenue-generating advertising products on a regular basis. Compared with SEM, social advertising is in its relatively early days, and quickly evolving – which means that the land-grab race is on.
Facebook has a significant head start, and it’s safe to say that they are the ones pushing the envelope with Twitter nipping at their heels. Here are 3 things I feel Facebook can do to maintain their lead.
The value of social has always been reaching consumers in a unique environment where they are deeply engaged and generating a meaningful conversation between those engagers and a brand. To do this well, we have to deeply understand the passions, preferences and interests of the brand’s audience and how these affinities relate to the brand itself.
Major opportunity lies in making sense of the social data created by the billions of consumers who willingly broadcast their affinities and brand connections daily across social channels such as Facebook, Twitter, LinkedIn or Instagram. These social channels account for the planet’s largest and least biased focus group ever created. Affinity data holds the secret to how consumers want to be engaged, leading not only to better social media marketing, but a more engaged consumer across all channels.