Can a CEO or star employee boost your Facebook engagement?

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As organic reach continues to decline, Facebook page admins are looking for any way to get their messages read by more of their fans. Some companies are experiencing success by operating two pages: one for the business, and one for the CEO or popular employee. SumAll, a marketing analytics firm, has found that the employee page (not a profile) has in many cases outperformed the business page for engagement.

SumAll CEO Dane Atkinson described this approach to Inside Facebook:

Even before the great mess of the algorithm, it was a good point to have your major personalities driving attention to your overall brand. It could be a chef for a restaurant, or for a bigger company, there’s a thought leader or a CEO or a great engineer. There’s things out there that help bring attention. … There’s a lot of content that you don’t want to put money around, and you’ll find that the personal page still has a multiple of how much its content gets used.

Atkinson noted that brand pages usually get 5 percent reach nowadays. He’s seeing double that on personal pages.

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Facebook improves event ads, launches insights

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Facebook has made the event much more powerful for page admins.

In the next few weeks, Facebook is rolling out the ability to make it easier to promote events (not just boost a post about an event), as well as insights showing how many people have seen the event.

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Facebook and death: Using social media to grieve and memorialize

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For many of Facebook’s estimated 1.3 billion active users, the social media platform has become an extension of their lives. Nearly every event is shared out with friends near and far. But what happens after that life has come to an end? Facebook has cornered the market on death too.

In yet another indication of how social media continues to take over our lives, over the last few years Facebook has become a place where users can process death. We come here to grieve for those we’ve lost, connect with family to celebrate and toast the lives of loved ones and even join the larger online community in remembering those who have passed on.

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4 ways to benefit from combining Facebook brand & direct marketing

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Many marketers think of Facebook marketing as a brand activity – not one that can drive conversion directly. However, it doesn’t have to be an either-or proposition. By combining brand marketing and direct marketing actions, social media marketers can drive both amplification and conversion.

Companies are growing their social media budgets and with more money comes increased expectations (and scrutiny). The need to prove ROI of efforts and social media’s role to the bottom line is becoming essential. This still isn’t down to a science, however. As Social Media Examiner points out in its 2014 Social Media Marketing Industry Report, 88 percent of marketers still want to know how best to measure social media ROI.

This makes Facebook ripe for a convergence of brand marketing and direct marketing. Why? Because by combining brand marketing and direct marketing actions, social media marketers contribute to specific data and revenue objectives, allowing them to show ROI and measurable business impact. In the process, they prove the value of the social media investment and the social marketer’s value as well.

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Facebook to mobile users: Get the facts about Messenger

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Facebook is addressing the fear associated with its Messenger application. Some mobile users are seeing a prompt atop News Feed, titled Messenger: Myths vs. Facts, according to a story in TheNextWeb.

Much of the unease over Facebook’s Messenger app — which is now the only way, other than mobile browser, that Facebook users can check and respond to messages — comes from a fear-mongering Huffington Post article and a story from a radio station, both of which have been widely circulated around the social network.

Facebook is now answering these rumors. When a user who sees the prompt taps “Learn More,” it leads them to a post explaining the truths about Facebook Messenger and privacy.

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Do you trust Facebook with your personal information?

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Facebook users love announcing to the world that they’ve checked in at Disneyland, uploading hashtag-filled selfies and writing public posts with a little too much information. On more than any other social platform, it seems that Facebook users are most willing to hand Mark Zuckerberg and company their intimate details, such as hometown, college, employer, who they’re dating and birthdate.

But when 4,000 U.S. users were asked if they trust Facebook with their personal data, the answer was a resounding, “No.”

A new study by online identity manager MyLife shows that 82.9 percent of those polled said they did not trust Facebook with their personal information.

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Facebook announces ad targeting based on bandwidth connection

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Facebook on Wednesday introduced a new way to target ads: based on bandwidth connection. This will help advertisers reach users whose mobile connection may not be best for video ads or other data-hungry methods.

This new feature allows advertisers to target based on mobile connection: 2G, 3G or 4G.

Facebook Product Marketing Manager Brendan Sullivan announced this in a blog post:

Targeting by mobile network type helps advertisers choose creative that will run smoothly on any given device and connection speed. For example, serving a video ad to people in Indonesia with 2G connections may mean wasted impressions if people are unable to load the video or it buffers for minutes when clicked. Optimizing the creative — for instance, targeting a video campaign to people with high-speed connections, and swapping in an image or link ad for people with slower connections — means ads can perform more efficiently for the people seeing them.

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Back to school = back on Facebook?

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As the school year begins, are parents (and students) spending more time on Facebook?

According to Facebook Preferred Marketing Developer Marin Software, around this time of year, clicks on Facebook ads tend to have a huge spike. Looking back at 59 million Facebook ad clicks throughout 2013, the company found that activity takes off as summer gives way to fall. Marin also examined ad clicks for Google and Bing in the same time frame, finding that Facebook really charges ahead around the time of back to school.

In July 2013, Facebook experienced its second lowest volume of ad clicks at a level 25 percent below the baseline (January). But after that, Facebook ads are much more active. From July to August, there’s a 38 percent upswing.

Marin Software feels that this spike is due to parents having more time once their kids are back in school. Additionally, college students could be using the site more around that time too.

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Facebook is sucking out our brains one satire tag at a time

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In the latest sign that the movie “Idiocracy” was a work of prophetic genius, the big-brains behind Facebook are testing out new [Satire] tags, so that unsuspecting ideologues the world over will stop sharing fake news articles as the real thing. Because we’re all too stupid to know the difference and because we obviously care less that Facebook is sucking out our brains.

Currently in a very limited testing stage, the tags appear only in the “Related Articles” section and only after a user has clicked on a satire article. When the user comes back to the page, the tag prefaces the titles of a similar nature. So it’s subtle in a “here’s some hindsight for you, dummy” kind of way.

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Facebook’s newest PMD: AdEspresso

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Big news is brewing at AdEspresso, which was recently named a Facebook Preferred Marketing Developer. The San Francisco-based company (also with offices in Milan and the Netherlands) is a SaaS platform for Facebook advertising optimization, aimed at helping small businesses advertise on the social network.

Massimo Chieruzzi, the CEO and Co-Founder of AdEspresso, commented on the designation in a press release:

Facebook Advertising is a huge opportunity for SMB’s around the world and AdEspresso helps them succeed. There’s no need for Excel reports with hundreds of rows and columns of cryptic metrics and numbers. What advertisers want are the few and actionable pieces of information they really need to get real world results from their social advertising dollars. We’re committed to surfacing this information and helping our customers to do well.

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