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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Social Media 201

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Social Media 201

Starting October 13, Social Media 201 will provide you with hands-on instruction for gaining followers and engagement. Social media experts will teach you how to make social media marketing work for your bottom line and achieving your business goals. Register now!

 

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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Why you may be learning the wrong lessons from Facebook marketing gurus

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“Social media is a conversation”

How many times have you heard this phrase? If you’ve dabbled with social media long enough and been hearing from a lot of social media marketing gurus, a phrase something like the above would not be unfamiliar to you.

In fact, a lot of gurus would preach that social media is a platform to connect with your audiences and build relationships with them. “Be accessilble,” they would say. “Solicit feedback from your fans through polls and open ended questions. Check your social media sites often, including outside of normal work hours if possible. Make sure that your fans know how to reach you.”

These same gurus may also be preaching that in order to be successful on Facebook, you would need to have wacky and creative ideas. As such, a lot of brands and organizatons have been be ridiculously misled to run campaigns on social media that lack clear objectives, let alone driving new businesses.

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Update to Facebook Messenger for Android Allows Users to Draw, Type Over Photos

AndroidMessengerPhotoEditing650Facebook released an update to its Messenger application for Android that allows users to edit photos by drawing or typing over them.

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Facebook in Africa: 100M MAUs, and Counting

AfricaGraphic650Facebook announced that it reached the 100 million monthly-active-user mark in Africa in June, adding that more than 80 percent of those users are accessing the social network via mobile devices.

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