Facebook platform news: Adobe, Nanigans

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Big news this week from two Facebook Marketing Partners, as Adobe announced new data-driven marketing features added to the Adobe Marketing Cloud, and Nanigans goes cross-channel with a partnership with MoPub.

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How likely are you to tap a Facebook mobile ad?

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Facebook, as has been said myriad times, is a mobile company. Mobile advertising is a cornerstone of the company’s revenue, so Spongecell wanted to find out how often and why people engage with mobile ads on the site.

Spongecell found that 75 percent of Americans polled who are on social media and would interact with an ad said they are most likely to do so with a mobile ad on Facebook. Additionally, 33 percent of Facebook users polled who saw advertisements relevant to them said they’d go to the brand’s website for more information or to make a purchase.

Spongecell CEO Ben Kartzman discussed the need for relevant, targeted advertising on Facebook and other social channels:

It’s clear personalized ads are effective in driving consumer engagement. Marketers need to embrace dynamic creative technology, such as the kind Spongecell offers, to give consumers what they want, when they want it. With dynamic creative, advertisers can deliver personalized content to consumers, creating a more engaging ad experience and more impactful brand campaigns.

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Study: Local pages outperforming global pages for organic, paid interactions

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For brands representing themselves on Facebook with both global and local pages, a recent study reveals that fans of a given local page are far more engaged than fans of the corresponding global page, and this extends to promoted posts as well.

Facebook Marketing Partner Socialbakers cross-analyzed 800 global pages and their accompanying 5,000 local pages and found that while global pages may have more total interactions than local pages, the interactions per 1,000 fans on local pages are significantly higher.

Furthermore, the results showed that as page size increased, so did the interaction gap between global and local pages. Socialbakers Chief Editor Zachary Peterson wrote about the study in a blog post:

The value of posting on Local Pages increased as the Fan base grew. The smallest Local Pages took on 107% more Interactions than Global Pages in the same size range. Middle-sized Local Pages outperformed their Global equivalents by 169%. For the largest Pages, Local Pages gained 346% more Interactions than Global Pages did.

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Facebook creates FB Techwire, a resource for tech journalists

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Facebook’s Storyful team announced its latest offering: FB Techwire, a resource of hot topics and important stories for tech journalists.

Facebook’s Meghan Peters wrote about the new page:

Since it launched in April, FB Newswire has made it easy for journalists and newsrooms to find, share and embed newsworthy content from Facebook.

Today we’re introducing FB Techwire, a resource for journalists to discover original content including breaking news, first-person analysis, photos and videos posted to Facebook by technology influencers and organizations. Like FB Newswire, FB Techwire is also powered by Storyful, the leader in social content discovery and verification for newsrooms.

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Facebook Groups app launches on iOS, Android

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Facebook CEO Mark Zuckerberg has long talked about Facebook Groups being the next big point for innovation within the company. It looks like that time comes today, as Facebook Creative Labs announced a new app for iOS and Android users, Facebook Groups.

With the Facebook Groups app, users can see and post in their groups, as well as easily create new groups.

Facebook Product Manager Shirley Sun described the app in a blog post:

People use Facebook Groups every day to stay in touch with family, collaborate on projects, plan trips and offer support to friends.

Today, we’re introducing a new Facebook Groups app that helps people share faster and more easily with all the groups in their life. We built this app with the people who use Groups the most in mind, like:

  • Students from Donda’s House, an arts nonprofit in Chicago, who use groups to stay in touch during and after a 12-week music program
  • A class of dental students in Brazil who use a group to post notes and reminders about upcoming tests and due dates
  • Nine best friends spread out across Japan, Malaysia, Singapore, Hong Kong and England who use a group to keep connected

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Facebook ends test of On This Day feature

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Last year, Facebook started testing a whimsical feature called On This Day, where users could see what they and their friends were doing exactly a year ago.

Many users noticed recently that the feature is no longer available. Facebook confirmed to Inside Facebook that the test has been completed. It remains to be seen whether or not On This Day will return, but the feature had a passionate following.

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Facebook quietly redesigns Places?

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Facebook has given an aesthetic redesign to one of its little known features — Places.

As noticed by Inside Facebook reader Matteo Gamba, Facebook Places recently underwent a renovation. A Facebook spokesperson told Inside Facebook that the designed happened a while ago, however this design feels new.

Gamba discussed the changes on his blog:

Without any official announcement and apparently going unnoticed, Facebook Places have recently undergone some deep visual polishing, including emotional cover images, discovery sections, city and category landing pages and a deep integration with the Location APIGraph Searchqueries and user generated contents.

Rather than offering a mere list of places, Facebook is now using everything it knows about you, your friends and what’s happening in a specific location to help you discover the best places in town… and make you forget about YelpFoursquareTripAdvisor and every other local discovery website.

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Report: ‘Facebook at Work’ coming soon

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Facebook has been reportedly developing a business solution for people to chat with co-workers and connect with professional contacts. Dubbed Facebook at Work, Financial Times reports that this LinkedIn-like product is coming soon.

Financial Times says that this product will look much like the current version of Facebook:

The Silicon Valley company is developing a new product designed to allow users to chat with colleagues, connect with professional contacts and collaborate over documents, competing with Google Drive and Microsoft Office, according to people familiar with the matter.

The new site will look very much like Facebook – with a newsfeed and groups – but will allow users to keep their personal profile with its holiday photos, political rants and silly videos separate from their work identity. Facebook declined to comment.

Facebook employees have long used the site in their daily work and expanding this to other companies has been discussed internally for some time. The project began in earnest during the past year and is now being tested with companies as its launch approaches. Some of the engineers developing Facebook at Work are based in London.

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Facebook to page owners: Quit spamming News Feed with sales pitches

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Facebook recently made another change to its News Feed post-sorting algorithm, this time devaluing overly promotional posts.

Citing a user survey, Facebook will show fewer posts that solely push a product or app install, posts only promoting contests and posts that re-use the same content. The users in the survey said they wanted to see more posts from friends and pages they care about, and less promotional content.

Facebook announced this in a Newsroom blog post:

Beginning in January 2015, people will see less of this type of content in their News Feeds. As we’ve said before, News Feed is already a competitive place – as more people and Pages are posting content, competition to appear in News Feed has increased. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time.

This change will not increase the number of ads people see in their News Feeds. The idea is to increase the relevance and quality of the overall stories – including Page posts – people see in their News Feeds. This change is about giving people the best Facebook experience possible and being responsive to what they have told us.

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Facebook’s Altoona, Iowa data center is now live

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Facebook’s fourth data center is now live. The Altoona, Iowa center opened today, with the next-generation architecture Facebook calls data fabric.

Brice Towns, site manager of the Altoona data center wrote about the opening in a blog post:

This is the fastest we’ve ever completed a first building at one of our sites, and we owe a lot of that to the people of Iowa. More than 950,000 hours have already been logged in the construction of the facility, and we have an average of 450 people — 80 percent of them from Central Iowa — here every day, constructing a second data center building on the site. As you may have heard, we like to move fast at Facebook — and we are grateful to everyone who’s helped us get to this point. We’re proud to call you our neighbors and our friends, and to be a part of the community here in Altoona.

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