Study: How can a brand survive with Facebook’s algorithm?

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Facebook’s News Feed algorithm has been the bane of many a marketer’s existence for months, but Copenhagen-based Komfo released a study last week with tips on how to make the changes work for Pages.

The bottom line of the study is that businesses must create Facebook relevant and engaging content, and move away from the idea that a large fan base will make a brand exceptional. This might seem like a no-brainer, but Komfo says its more important to have a smaller fan base that truly loves a brand and wants to engage with it.

Hans Tosti, Komfo’s Customer Development Specialist, said in a blog post:

Brands should focus on having smaller fan bases, create some local pages and actually ensure that the users who like their page really love the brand and want to engage with it. Fan engagement is a crucial factor on Facebook, and as long as you prove to Facebook that your fans really are willing to engage with you, no matter the size of your fanbase, the algorithms will automatically ensure that your brand shines through in the newsfeed.

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SPMD Kenshoo moves Halogen out of beta, secures $20M in growth financing

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Kenshoo, a Facebook Strategic Preferred Marketing Developer, announced the general availability of Kenshoo Halogen, a predictive modeling engine for digital marketers, which powers various components of the Kenshoo platform.

During beta testing with more than 90 marketing plans, Kenshoo Halogen increased client sales revenue by 53 percent while increasing digital marketing investments by 36 percent.Marketers also cited a reduction of man-hours spent on budget analysis and pacing, in some cases as much as 20 percent.

Will Martin-Gill, Senior Vice President of Product for Kenshoo, said in a press release:

At Kenshoo, innovation is at the core of everything we do and we’re diligent in our pursuit to provide marketers with the industry-leading technologies they need to optimize campaigns based on unique goals and objectives. Kenshoo Halogen continues the trend of disruptive digital solutions from Kenshoo and we’re proud to equip our clients with this advanced technology.

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Post-click engagement: Facebook ties for 4th

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Shareaholic, a content discovery and sharing platform, found in a recent report that Facebook is lagging behind competing social networks such as Google Plus, LinkedIn and Twitter for post-click engagement.

Shareaholic’s Social Referrals That Matter report tracked six months worth of data — from Sept. 2013 to Feb. 2014 — across more than 200,000 sites reaching more than 250 million unique visitors to get a sense of which social network drives the most engaged visitors. Then, they determined how long users spend post-click when they interact with a social-shared link from a friend. Though Facebook tied in fourth place with Twitter in terms of bounce rate (56.35 percent), Facebook users spend slightly more time on a site post-click than Twitter users — 127.44 seconds vs. 123.10 seconds.

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Facebook SPMD Kenshoo names new VP of Northern and Central Europe

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Kenshoo, a Facebook Strategic Preferred Marketing Developer, has named Espen Lund as vice president of their operations in Northern and Central Europe. Espen will be responsible for the strategic and operational development in the region.

Rob Coyne, Kenshoo’s managing director for Europe, Middle East and Africa, said in a press release:

When I was entrusted with the task of building a team to strengthen Kenshoo’s position in the EMEA region, Espen was the first choice for Northern and Central Europe. With his experience and strong leadership skills, he will put together the right team that embodies our guiding values – passion, innovation and humility. These values are essential to driving our success in partnership with leading agencies and digital marketers.

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Facebook PMD IgnitionOne aquires Knotice

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IgnitionOne, a Facebook Preferred Marketing Developer, announced this week that they completed the acquisition of Knotice, a privately-owned digitial marketing technology company. With this addition, IngnitionOne will provide a comprehensive integrated digital marketing technology solution, adding data management and multi-channel digital messaging. This includes email-based marketing automation capabilities into its Digital Marketing Suite SM.

Will Margiloff, CEO of IgnitionOne said in a press release:

Today we see other large players attempting to piece together point solutions, but we have a strong advantage when it comes to the number of solutions already integrated, level of fidelity and agility we have right out of the gate. Based on the complementary capabilities of Knotice and IgnitionOne’s existing technologies and shared vision of our teams, this integration will move forward quickly and smoothly, to the benefit of our clients.

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How do millennials use Facebook?

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Do you ever feel like you’re missing out when you see how fabulous your friends’ lives seem on Facebook? You’re probably not alone.

In the millennial generation – those 18-33 – more time is spent on social media than in another previous generation. And social media is how they plan social events, according to a study by JWT Intelligence:

  • 57 percent use Facebook to coordinate social plans at least once a week; and
  • 62 percent use Facebook to post about what they’re doing, where they are, and/or who they’re with.

One of the top drivers of social media use is organizing get-togethers with family and friends. With this in mind, Evento, a new social ticketing platform, aims to enhance the use of social media for people when planning group outings with friends.

Ophir Zardok, co-founder and CEO of Evento, told Inside Facebook:

It’s a matter of culture and how they consume. They publish everything to the world. They like to share, are open to share, and want to share. They want people to know what they’re doing. They don’t think about privacy and are more transparent.

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A look back at the creation of Facebook’s Look Back videos

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It’s likely that many of you created a “Look Back” video during Facebook’s 10th anniversary extravaganza. But did you know that the feature was created by Facebook engineers in less than a month?

According to a blog post on the site, Facebook anticipated only 10 percent of people who saw their video would share it. Ultimately, more than 40 percent shared their videos just hours after launching. Facebook’s total outgoing traffic was about 20 percent higher than the normal peak. They also found:

  • More than 720 million Look Back videos were created, with 9 million videos created per hour;
  • More than 11 petabytes of storage were used;
  • More than 450 Gbps outgoing bandwidth at peak and 4 PB egress within days; and
  • Over 200 million people watched their Look Back movie in the first two days, and more than 50 percent have shared their movie.

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Infographic: Socialbakers reveals top February Facebook brands

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According to Socialbakers, a social media analytics platform, the top 20 brands on Facebook possessed an average of 14,481,490 fans at the end of February, or the population of a small country.

The top 5 brands on Facebook at the end of February were:

  • Walmart with 32,134,392 fans;
  • Amazon with 21,847,918 fans;
  • Target with 21,580,619 fans;
  • Samsung Mobile with 19,363,658 fans; and
  • Subway with 19,318,831 fans.

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Facebook building data center in Sweden using new architecture

A rendering of Facebook’s Luleå 2 Rapid Deployment Data Center (RDDC)

If you’re near Luleå, Sweden, you could witness the first Facebook data center being built using a new kind of architecture.

Rapid deployment data center design (RDDC) is a new kind of building concept from Open Compute Project, an industry-wide coalition of technology companies that is creating cost and energy efficient designs and sharing them for free under an open source model. This new design idea that will allow Facebook to expand its capacity twice as fast. The concept was discussed during the Open Compute Summit in January. This will be the second data center building in Luleå, but the first using this new architecture.

This new approach to data center design will enable Facebook to construct and deploy new capacity twice as fast at its previous approach. It will be much more site-agnostic and reduce the amount of of materials used during construction.

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FBX partner Perfect Audience launches personalized retargeting solutions for Google Merchant accounts

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Perfect Audience, a Facebook Exchange partner, announced the launch of a new product this week called Perfect Product Retargeting, a solution that allows retailers with Google Merchant Accounts to plug in directly to Facebook Exchange.

With this new solution, online retailers with Google Merchant Center accounts can easily transform their product listings into personalized retargeting campaigns on Facebook Exchange (FBX) that perform 200-300 percent better than static ads according tests with about 50 retailers.

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