#allfacebook

New Post has been published on http://www.learn-digital-marketing.com/the-facebook-advantage-precise-targeting-for-ads/

The Facebook Advantage? Precise Targeting for Ads

“One of the biggest advantages that Facebook offers to advertisers is the ability to conduct precise interest targeting. Brands have the ability to target their Facebook updates directly to precise niche audiences based on people’s interests that they have shared with Facebook.”

That’s the considered opinion of Steve Wick, founder and president of San Francisco-based MobSoc Media and a former Accenture partner with 21 years of experience in technology and strategy practice areas.

Writing at AllFaceBook, Wick says “There are many benefits to advertisers from precise interest targeting — finding new fans, engaging with a wider pool of Facebook users, recruiting brand evangelists and increasing conversion rates — but one of the biggest benefits that is still being discovered by many advertisers is how precise interest targeting can complement brands’ native advertising strategies.”

Of course, Facebook is ever-changing. Recent changes to its rules and News Feed algorithm has created a situation in which a “much smaller percentage of people who like brands’ pages will actually see each new post.”

But according to Wick, “Facebook is offering brands less organic reach, but it is hopefully instead presenting an even more targeted opportunity to reach exactly the audience that is most relevant for the brands.”

Wick thinks the Facebook moves mean success for native advertising.

“It’s actually a perfect fit,” he says. “The advantage of native advertising is that it gives brands the ability to build relationships on a deeper level with audiences that are most likely to be interested in the content.”

It’s not — as they say — the quantity, but the quality.

“Instead of putting native ads in front of as many people as possible, the best results from native ads often come from going deeper and building credibility with niche interest-based audiences,” writes Wick.

Wick cites the example of Mountain Dew, which promoted an interview with professional skateboarder Paul Rodriguez that was published on its Green Label platform.

“This is a great example of how brands can create native advertising content that is relevant to their customers’ broader interests (not just “about your product or service”). Facebook makes it possible to boost each individual Facebook post and pay to reach a wider audience based on people’s interests — for example, Mountain Dew could promote the Paul Rodriguez interview to people who have an interest in skateboarding. Or the company could promote other music-related posts to reach fans of a particular band or style of music.”

All and all, Wick says, “Advertisers need to think more in terms of niche audiences and develop strategies for how to reach people based on their other interests — not only their interests that are directly related to their products. Not every single person on Facebook is going to see their posts, nor do they all want to see those posts — the key is to create content that speaks more immediately to a highly focused audience, and then pay to reach that audience.”

There’s nothing to fear in Facebook’s new algorithm, Wick argues.

New Post has been published on http://www.learn-digital-marketing.com/5-things-your-ceo-and-you-should-never-post-on-facebook/

5 Things Your CEO (And You) Should Never Post on Facebook

Have you ever wondered what you should or shouldn’t say online if you made it to the big leagues one day? Being a leader means you have an important image to maintain, of course! So you should know by now that once something goes live on the Internet there is no getting it back – and every attempt to delete it helps it grow and haunt you forever more.

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AllFacebook, the unofficial Facebook blog states the obvious in its three social media insights every publisher needs to know. Screenshot by Derek Handova

It’s a good thing that AllFacebook is only the unofficial blog for Facebook otherwise Mark Zuckerberg would have to fire these guys for being masters of the obvious. Their three media insights for publishers are so obvious, even J. Jonah Jameson, editor of the “The Daily Bugle” in the “Spider-Man” comic books would know these. Actually, the bloggers at AllFacebook did not write last week’s entry that would have had Larry from the “Three Stooges” interjecting “You don’t say?” It was a company called VigLink blogging about three insights that they gathered from their just concluded Publisher Roundtable. Truth be told, they do acknowledge their top three takeaways are obvious. Well, if they are obvious why are they wasting time to tell us about them? Dunno. Makes you wonder about the rest of their decision-making processes though, huh? In any event, VigLink’s three pieces of sage wisdom gathered from their survey of more than 250 publishers with in excess of 30 million unique monthly visitors are:

Facebook drives traffic

Social media is key to retaining an audience

Social media traffic isn’t always quality traffic

I will get into these and try to keep a straight face as I analyze them.

Facebook drives traffic

According to VigLink’s survey, “the most popular and effective social media site” is Facebook. I do not have the up-to-the-minute user figures in front of me, but I doubt there is anyone in the world connected to the Internet that does not realize that Facebook is the largest social media network in the world—by a factor of 10! You do not need to take a survey to get the information that it’s dark at night. As far as being effective goes, that is a possible insight that may not be obvious at first blush. It would all come down to what you mean by “effective.” If you mean you are reaching a targeted demographic of potential customers who are likely to take an action based on your company’s Facebook content, I doubt it.

Any good marketer should know that Facebook will bring in a lot of waste impressions from people who have no interest, except passing interest, in your content much less your company or products. This is especially true for B2B companies. A B2C company would probably have better luck with Facebook, but there’s still going to be much useless interaction. And these useless users could mar your content with inane comments or worse. I saw this once when a logo from the company I worked for went viral on Digg based on its file name containing the suffix “POS.” This was short for “positive” but the social commentators took their discussion into the sewer with the real POSes.

Social media is key to retaining an audience

Social media probably is a useful tool to reach your audience, but if your content is lacking in engagement, it will not matter if you have the longest reach in social media. How many companies do you know that are present on Facebook, Twitter, LinkedIn, Pinterest and many other niche social sites and as soon as they slacked off the content generation cobwebs and dust started to gather? Social media is just another channel to reach your target audience. Unlike when communication theorist Marshall McLuhan said in the 1960s “the medium is the message” about television, social media does not have an embedded message. Television viewing is a passive activity nearly subliminal in its hypnotizing power. Social media requires active participation on the part of the user. This activity could be at a very low level such as reflexive retweeting of messages on Twitter, but there is at least some basic communication occurring.

According to "Derek Handova's Social Media Review," many social media users are just killing time on Facebook and Twitter. Photo credit: Ed Yourdon / Foter / Creative Commons Attribution-NonCommercial-ShareAlike 2.0 Generic (CC BY-NC-SA 2.0)

Social media traffic isn’t always quality traffic

The publishers in VigLink’s survey expressed their lack of satisfaction of traffic from Facebook (only 41 percent), which was more than double that of Twitter. So much of social media is just that—social. People are in many cases just killing time, especially on Facebook. It’s quite random. This is probably why Facebook has switched from promoting organic posts to driving traffic with paid media.

A mixed approach

There is some underlying truth to AllFacebook/VigLink’s post. They just don’t make a very good point of it. The best practice is one that has been catching on more with content-driven marketing on the three axes of paid, earned and owned social media. Perhaps, VigLink will get around to this in their next survey. Read their complete post here.

New Post has been published on http://www.make-money-using-facebook.info/how-to-make-money-on-facebook-using-payvment-allfacebook/

How To Make Money On Facebook Using Payvment - AllFacebook

— AllFacebook (@allfacebook)