INFOGRAPHIC: T-Mobile, Waggin’ Train Dog Treats among Facebook’s top brands in Aug. 2014

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While most companies and brands can claim to be active on Facebook, a few go the extra mile.

Socialbakers, a Facebook Preferred Marketing Developer, tracks the most engaged and active Facebook brands each month. Among major brands, Waggin’ Train Dog Treats was tops in engagement, while T-Mobile was a superstar at answering fans’ questions.

Wondering how industry leaders are performing on Facebook? Check out the infographic below.

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What should you learn from Facebook’s clickbait-free News Feed?

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If you’re tired of headlines emphasizing that your mind will be blown or that you won’t believe what happens next, you’re not alone. Facebook recently targeted clickbait headlines as part of its mission to make the News Feed more relevant, but what does this mean for content publishers on the site?

If you’re producing quality and relevant content, that announcement shouldn’t be a problem for you, according to Adobe Social’s Senior Product Marketing Manager, Lawrence Mak. Mak said that the only publishers who should worry about future content plans are those that try to game the algorithm.

Facebook wants you to play within its rules, meaning no deception in links and no links in photo captions, when posting content. Mak told Inside Facebook that quality content publishers shouldn’t see much of a dip because of Facebook’s decision to lighten up on deceptive headlines:

Facebook has always encouraged companies to post focused, engaging content for their audience. That ensures the experience that they have with that brand in News Feed is high value and highly relevant and therefore leads to more engagement and reach over time. I don’t think that this is something that most brands should be worried about. If you are not being shady on Facebook, you shouldn’t be too affected by the change.

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Facebook wants to know why you hide ads

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Facebook users hide ads for several reasons, but now the site is making a greater effort to understand why.

Facebook announced today a few changes in the ad feedback process. When someone clicks to hide an ad, Facebook is making it easier for the user to explain why, such as the ad was irrelevant or repetitive. Facebook had been testing this process for quite some time, but now it’s fully rolling it out.

Product Manager Max Eulenstein explained the process in a blog post:

We’ve learned that the reason why someone hides an ad can be just as important as the hide itself. If someone doesn’t want to see an ad because it’s not relevant to them, we know we didn’t do a great job choosing that ad and we need to improve. If someone doesn’t want to see an ad because it’s offensive, it probably isn’t a good ad for other people on Facebook, either.

With this update, News Feed is going to take into account the reasons why people give us for hiding an ad. When we identify an ad like this, we’ll show it to fewer people on Facebook.

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What can marketers learn from Facebook’s Audience Insights?

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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.

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Power Editor update: preview News Feed ads during creation, bulk import News Feed ads

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Facebook is rolling out changes to Power Editor that allow advertisers to preview ads as they’re being created, instead of posting something to the page and then promoting it.

A Facebook spokesperson told Inside Facebook that advertisers will be able to preview the ad during the creation process, edit News Feed ads using Power Editor and bulk import News Feed ads:

This will impact all clients, partners and agencies who use Power Editor. This will particularly affect those who have wanted to create and preview News Feed ads within Power Editor, and later edit those ads.  In the past, since these ads were anchored to page posts, they were not changeable. With this change, advertisers can now create News Feed ads at scale, preview them during creation, edit them at any time, and bulk import/export them.

We’ve received very positive feedback on this feature during testing and expect it to drive advertiser satisfaction through more efficient ad creation and management.

We also expect that over time, it will lead to more and higher quality ads in News Feed since now it is much easier to do this at scale.

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Facebook vs. Google: the battle for deep linking supremacy

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Facebook and Google are in an arms race, but this time not over active user counts. Both tech giants are making big moves in the deep linking world, allowing users to go straight from one app to another. For instance, when a user clicks on an ad from Hotels.com within their Facebook News Feed, they’re led into the Hotels.com app (if they’ve got it installed) instead of a mobile browser. This process is done through a platform Facebook announced earlier this year at f8, App Links.

For Facebook, this makes mobile advertising much more valuable, as app developers don’t have to worry about a sub-standard experience when a person is led to the mobile browser site. For Google, it’s a way to evolve to meet the growing demand on mobile and bring Android to the forefront.

URX, a deep linking search engine for developers, supports both Facebook’s App Links and Google’s deep linking. URX has been one of the early and major players in the deep linking community and recently announced that it is building the first mobile app search API. We talked with URX Head of Marketing Mike Fyall to learn how Facebook and Google are competing within this space.

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SPMD Kenshoo announces partnership with iCrossing

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Kenshoo, a Facebook Strategic Preferred Marketing Developer, announced today a partnership with iCrossing. This will combine iCrossing’s performance media offering and proprietary Connected Marketing Platform (CMP) with Kenshoo’s media management software.

The iCrossing-Kenshoo partnership will help drive innovation and performance for iCrossing’s clients, including Fortune 500 clients.

Yoav Izhar-Prato, Co-Founder and CEO of Kenshoo, commented on the partnership in a press release:

We’re excited for the opportunity to combine our premium software solutions with iCrossing’s proprietary platform, data and performance media expertise to create an unparalleled offering for brands. By leveraging our joint capabilities across search, social, local, mobile, attribution and forecasting, we’ll be able to deliver advanced marketing solutions that drive maximum results for clients.

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Updated Ice Bucket Challenge numbers: 17M+ videos shared to Facebook

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The ALS Association’s Ice Bucket Challenge continues to spread throughout Facebook.

The social network today released updated statistics about how popular the challenge has been: there have more than 17 million videos relating to the Ice Bucket Challenge shared to the site.

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Are mobile users moving away from sharing content via Facebook?

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A new report by Facebook Strategic Preferred Marketing Developer Adobe shows that people may be moving away from Facebook’s public content sharing methods in favor of more private methods, such as messaging.

Adobe’s latest Mobile Benchmark Report shows that, among digital magazine publishers, Facebook sharing on mobile is down 42.6 percent year over year, while sharing via iMessage has risen 259 percent. Sharing through Pinterest rose 131 percent in that time period.

Tamara Gaffney, Principal Analyst for Adobe Digital Index, talked with Inside Facebook about how people seem to be preferring more private methods of sharing via mobile than Facebook:

Facebook, to a certain degree, is a victim of its own success. We have so many friends from all walks of life in it. The fact that all of the interactions going on between mobile devices and Facebook are having problems with getting smaller sets out this big thing that Facebook has become is likely to create a dampening on the amount of sharing. If you’re a media company, that’s a problem. All that sharing is how you get traffic. You want sharing to happen on Facebook because Facebook is broader and you’re more likely to get more people clicking through an article.

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Study: Facebook ads outpacing organic for conversions

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As more companies realize that advertising on Facebook is a necessity to reach fans and customers, a new study shows that ads play a huge role in gaining conversions through the social network.

The study, done by Convertro, an AOL company, spans 500 million clicks, 15 million conversions and 3 billion impressions — more than $1 billion of attributed revenue during Q1. It finds that while organic Facebook posts are great for mid-funnel awareness, paid posts are becoming more effective for conversions.

Among Facebook posts, paid beat out organic 13 percent to 9 percent for bottom-of-the-funnel decisions.

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