How ‘sticky’ is Facebook?

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For most Facebook users, the social network has become a fully integrated part of our life. Our personalities now mesh with the online world in the form of Facebook making us all one step closer to eventually that in the not too distant future we will all in some small way become cyborgs. So the question becomes, how ingrained is Facebook into our lives?

With hundreds of cable channels, on-demand videos, HD video game consoles, and massive libraries of e-books all calling for our attention, Facebook continues to stand out as a major player for our time and attention making it one of the stickiest websites in the world.

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Facebook admits month-long ‘discrepancy’ in reported reach, engagement metrics

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If the reach and engagement metrics you’ve seen on your Facebook page seem a little off, it’s because there’s been a bug affecting those figures. Facebook admitted to many page owners today that there is a discrepancy between the reported reach admins see on posts and the actual reach and engagement of a post.

Many page admins can see this message atop the dashboard:

There is a discrepancy in the engagement and reach metrics for all Page Posts and Boosted Posts between 5/30 and 6/30. We are working to resolve the issue as soon as possible.

Facebook told Rachel Globus — social media strategist for ABC 10News in San Diego — who reported the problem to Inside Facebook, that the issue should be resolved early next week.

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Facebook PMD Innovation Competition: Gallop Labs, BrightWhistle, Kenshoo, Unified crowned

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Facebook announced Monday the winners of its latest Preferred Marketing Developer Innovation Competition, “Providing Unique Solutions.”

In this competition, PMDs were challenged to create tailored tools that serve advertiser objectives such as mobile app advertising, online sale, in-store sales and brand awareness.

Here’s a look at the winners in each category.

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Why does someone visit your Facebook page?

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People connect with brands on Facebook for a variety of reasons, ranging from contests to a pure love of the company and products. But when a user visits a company’s Facebook timeline, a recent study shows that they’re looking for customer service.

According to a recent study by Accent Marketing, 82 percent of people surveyed use Facebook to speak with a customer service representative. Additionally, two thirds of consumers use Facebook to seek out deals and promotions — 80 percent of these opportunists are Baby Boomers.

Accent’s study summed up how consumers use the social network:

Facebook offers a unique outlet for brands looking to move beyond traditional customer service channels. More consumers are turning to Facebook to interact with brands than any other channel, showing that they expect brands to be prepared to respond and solve customer questions and complaints. Brands looking to take advantage of this opportunity should focus on empowering social media managers to quickly and effectively listen and respond to customer concerns and issues.

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Study: As Facebook reach drops, engagement rises — but not as much for brands

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As both paid and organic Facebook reach become harder to come by, many page owners have discovered that engagement has risen or at least remained steady.

A study of the 3 million largest Facebook pages by Facebook Preferred Marketing Developer Socialbakers reveals that this is true, but the interaction level for brand pages over the past several months has roughly stagnated (though starting to grow) while engagement for media outlets has grown quite a bit.

Overall, for most of the bigger pages, interactions have grown since August 2013.

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How should brands approach Facebook marketing now?

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To the average user, Facebook can be nearly anything — a way to learn new recipe ideas, play games, check out photos, connect with family, and more. But for those trying to build a business through Facebook marketing, it might be better for them to find one or two things to accomplish and really zero in on that.

Speaking at the Silicon Beach Fest last week in Santa Monica, Calif., Facebook’s Director of Strategic Accounts, Mark Wallrapp, talked about how many brands on social media (including Facebook) try to do too much or spread their focus too thin, in hopes of casting a wider net:

If you zoom out, we’re in this world where there’s just infinite amounts of information. The way to build a business or stand out among all that clutter is to tap into emotion, or is to stay authentic to the brand voice. I think a lot of smaller companies try to be all things to all people. Identify what you’re good at and then own that and go a mile deep. I think sometimes companies try to go a mile wide and you’re just never going to land.

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Infographic: Which pages are gaining in Facebook’s organic reach?

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Despite the hand-wringing that comes with discussing Facebook’s organic reach, a study by AgoraPulse finds that it’s not all doom-and-gloom. There are a few industries and page types — such as personal websites, TV channels and radio stations — that have seen their organic reach remain steady or even grow.

Inside Facebook talked with AgoraPulse Founder and CEO Emeric Ernoult about how organic reach on Facebook isn’t falling off a cliff for everyone, and how smart marketers are moving beyond the reach metric.

Inside Facebook: Do you feel that small businesses and other brands without a major budget should look beyond reach into other metrics? 

Emeric Ernoult: I think every business and brand should look at other metrics (like clicks, conversions, revenues) when it comes to measuring the impact of their Facebook marketing. But as it all starts with the audience (how many people will see my content), they get stuck at that reach number and don’t look beyond, especially now that everyone and their brother is convinced that Facebook reach is going to be “0.”

Silicon Beach Fest: What Facebook admins can learn about content marketing

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When it comes to content marketing, many Facebook page admins are still figuring out what works. Speaking at Silicon Beach Fest on Thursday in Santa Monica, Calif., panelists from Demand Media, Experian (which manages a Facebook Preferred Marketing Developer in Alchemy Social) and Outbrain discussed how brands think about developing and marketing content, as well as how Facebook can play a role.

Even if you’re not in the business of writing blog posts and coming up with ad campaigns for your brand, there were some Facebook-relevant takeaways from the session for any level of Facebook page manager.

1) Define your goal clearly

One of the pitfalls that panelists identified was broadening your approach so much that there was no measurable benefit. Julie Campistron, the Executive Vice President of Studio and Content Solutions for Demand Media, said it best:

With social, there are many ways to measure. If you want referrals back to your site (the approach) is very different if you want comments and very different if you want shares. If you want all (three), you’re going to fail. Usually, if you want to drive traffic to your site from social channel, it’s going to have to be a teaser. Shareability and commenting are different in how Facebook’s algorithm functions. That’s something that you might want to prioritize.

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Beta21 survey: How well do you know your Facebook page?

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More and more marketers claim to be Facebook experts, but a survey of roughly 2,000 marketers by Beta21 shows that there’s still a bit of an information gap.

Most marketers surveyed were unclear as to the access allowed to moderators and the answers were split when asked what they would do for damage control if an employee accidentally posted something to the company Facebook page that revealed sensitive data.

While the survey is largely online marketing in general, it does show how some Facebook page managers approach different situations.

Look below to see how well you know Facebook marketing.

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How can brands on Facebook avoid the ‘un-like’?

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Contests can be great for Facebook pages, but they can also really hurt. When brands use the like button as the barrier of entry and give away something unrelated to their business, like an iPad, they only receive fans who don’t care about the company, are only interested in the prize, and will likely un-like the page soon after.

A recent study by 140 Proof and IPG Media Lab shows that 61 percent of people surveyed have un-liked or un-followed a brand on a social channel. The main reasons, according to Matt Rosenberg, Senior Vice President of Marketing at 140 Proof? The brand’s posts aren’t relevant to the user, especially after a contest for a random prize.

So how can brands on Facebook run contests and promotions but keep their fans engaged? Rosenberg told Inside Facebook that it requires some creative thinking and the ability to create a relationship with fans not based on a prize.

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