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A Smorgasbord of Social Media – Facebook Algorithms

Welcome back to another Smorgasbord of Social Media, your weekly roundup of all things social. We’ve been on break, but we’re back for another round of social media news, and there are some really interesting changes and updates that we want to catch you up on!

 

FACEBOOK

Page Reach Is Hit Again With New Tweaks

facebook-video

Facebook is at it again. They’ve decided to further tailor an individual’s News Feed towards what matters the most to them. Marketers may be concerned, but as consumers and users of Facebook, we can’t really blame them. The first update may actually benefit marketers, allowing for multiple posts from the same source to be seen in a row- abolishing a rule that previously prevented this stream. Facebook will also attempt to push content from close friends and family towards the top of the news feed as to not miss any important updates. The last update will move posts about your friends’ activity on FB lower on the feed. Finally! We won’t have to worry about seeing whose FB profile Sally from high school has been creeping on- unless you’re into that sort of thing.
Facebook “Anthology” Is Officially Introduced

As YouTube continues to grow exponentially, Facebook has already taken measures to push out content as a video integrated platform; however, they’ve recently stepped up their game even further. Facebook has now made public knowledge the method they plan on using to monetize their video content- but it isn’t for everyone. Unless you’ve been growing money on trees, it may be tough to capitalize on this program. A minimum buy-in will be $2 million.

 

Facebook Video Passes 4 Billion Daily Views

In just 3 months, Facebook’s daily video views have gone up by one billion, surpassing 4 billion views each day. There is no denying Facebook’s video growth, as you’ve probably noticed more and more videos of adorable cats and World News being pushed higher on the news feed. Believe it or not, daily Facebook views have even caught up to daily YouTube views. You may be asking, how is this possible? YouTube views are not triggered until further along into a video whereas Facebook’s view count is triggered within the first few seconds of pressing play.

 

TWITTER

Direct Messages Take A Step Forward

Twitter has officially dropped their Tinder-like messaging platform, moving away from its ‘follower match’ system. You can officially message any handle, regardless of whether or not you follow that person or if that person follows you. A new Direct Message button has also been added to the profile page, simplifying the messaging process. No more checking back and forth to see if you’ve entered the right handle before sending a message. Thanks Twitter, but let’s hope the next change will let us write more than a few words in one message…

twitter

 

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A Smorgasbord of Social Media: Ads & Analytics Abound!

Welcome back to another Smorgasbord of Social Media, your weekly roundup of all things social. We’re back for another round of social media news, and there are some really interesting changes and updates that we want to catch you up on!

Facebook

Your Facebook Page’s Like Total Will Probably Drop

Don’t freak out! There’s nothing personal about it, but recently this month, Facebook announced it would stop including likes from memorialized and voluntarily deactivated accounts. So if you see your Pages Likes drop from 10,000 to 9,950, it’s not because you posted a selfie to your business page on accident, it’s simply because Facebook is doing a little tidying up.

facebook-like

 

Twitter

Twitter Gives Analytics for Individual Tweets

twitter-analytics

Have you ever tweeted something and wondered why not a single person has “Favorited” your tweet? Well, I can’t give you an answer to that, but what I can do is tell you that you can now see all the other metrics for that specific tweet. Twitter has recently been experimenting with allowing users to click on a button right on their tweet to see analytics like: how many times someone has viewed your photo, how many clicks on your link you’ve had, how many people viewed your tweet, etc. So now there are plenty of metrics to worry about right at your fingertips.

 

Twitter Gives Advertisers Access to More Target Audiences

Twitter is quickly playing catch up to Facebook’s giant hold on the social media advertising world. While Facebook has had the ability for advertisers to target users based on purchase intent for a while now, Twitter announced earlier this month that advertisers could serve Promoted Tweets to certain “partner audiences”. These partner audiences were created from Twitter’s big data partners Acxiom and Datalogix, and breakdown users’ purchase intent and habits in specific categories from Twitter. It will be interesting to see how these new targeting categories affect marketers moving forward.

 

Pinterest

Multi-Image Ads Are Coming to Pinterest Soon

pinterest-ads copy

Have you ever been on Pinterest and thought, you know what there aren’t enough of on this platform…pictures! Well then, do I have a surprise for you? Late last month, Pinterest announced that it has been testing a multi-pin carousel ad that will display multiple images. With all joking aside, this actually could mean big things for Pinterest seeing as they continue to ramp up their ad features more and more.

Targeting and Animated Ads Coming Soon to Pinterest

It’s official…instead of targeting all sports enthusiasts; you can soon target fans of specific sports on Pinterest. This may not seem like a huge change, but as Pinterest starts to hone in on their targeting options, advertisers start to get closer and closer to their audience. Along with this announcement, Pinterest also mentioned that a new animated ad will be tested that will move when users scroll down the page. Pinterest ads seem to be making move after move, and this is just proof that Pinterest is in it to win it.

 

Instagram

Instagram Announces Carousel Ads

Pinterest isn’t the only one trying to woo advertisers with a carousel-like ad format. Instagram announced earlier this week that it will be offering brands another way to tell their story by allowing advertisers to use multiple photos that users can swipe through. Furthermore, these ads will link to a website of the brand’s choice, which may not sound like much, but this could mean huge things for Instagram. This link out feature is only allowed for ads, but if this continues to expand to regular posts, it could mean great things for brands to start to see direct sales from Instagram.

instagram-mobile copy

 

Thanks for keeping up with A Smorgasbord of Social Media! Check back each week for a fresh batch of updates. Feel free to leave a comment or tweet @Wpromote if you have any questions or comments about any of these updates!

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A Smattering of SEO News: 2/23/15

Hey folks, welcome to another Smattering! Sorry for the lateness, but the holiday threw me off. That said, it was a pretty quiet news week, but there’s still fun stuff to talk about, so let’s have at it.

Google News:

  • Google Webmaster Tools Data Currently Delayed – Last Friday, several websites were reporting that data for Webmaster tools hadn’t updated since 2/7/15, which at the time was a week without valuable Webmaster Tools data. Looking today, the data has been updated up to 2/12/15, but as I write this, that’s still about a week behind. As far as I can see, Google has issued no statement or update about this outage, but we’ll keep you posted if we find out more.
  • Restlessness Over Lack Of Any Recent Panda Update – Over at Search Engine Roundtable, Barry Schwartz noted that it’s been around four months since the last Panda update, and he found that webmasters on Twitter and Webmaster World are getting restless over the lack of an update to the algorithm. Since many webmasters claim to have worked hard and cleaned up any problems they previously had with Panda, they are hoping an update would put them back in stronger positions amongst the SERPs. Unfortunately Google hasn’t talked about Panda in a while, so it’s anyone’s guess as to when the algorithm will be updated again.
  • Google’s John Mueller Gives A Direct Answer On Link Building – In a recent Google Hangout, Google’s John Mueller was asked, point blank, whether he thought link building was “in any way good.” In response he said, “In general, I’d try to avoid that.” He went on to say that basically your content should stand on its own and be easily shareable, rather than focusing primarily on links. It’s actually refreshing to get a direct answer like this.
  • GoogleBot Can’t Crawl Recursive Redirects – In the “not really news but still technically interesting department” this week, in another Hangout, a webmaster asked Google’s John Mueller why his website isn’t being indexed. Mueller pointed out that the webmaster’s homepage was redirecting to itself, and Google can’t crawl sites that do that at all. Again, not really news to anyone who has run into this problem, but it’s interesting to read an official response to the issue.

google_loop

Other News:

  • Facebook Hopes To Fix The Mobile Reading Experience – In a discussion with Facebook Chief Product Officer Chris Cox, he said that Facebook has been approaching content publishers with offers to help host their content in order to offer a better mobile experience to Facebook users. Apparently these unnamed publishers have been “wary” about Facebook’s perceived control over their content, so right now all of this is VERY early. It’ll be interesting to see if anyone takes Facebook up on their offer.
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A Smorgasbord of Social Media: 2/13/15

Welcome back to another Smorgasbord of Social Media, your weekly roundup of all things social. We’ve been away for a bit, but we’re back with some really interesting changes and updates to catch you up on!

 

FACEBOOK

Facebook Keeps Showing Their ROI

Gone are the days when you had to explain the value of Facebook to your boss who just didn’t get it. Or are those days still around? Despite more and more evidence of Facebook’s value for marketers, the company continues to launch new features to help convince everyone of the potential ROI in Facebook. Their newest feature is called, “Conversion Lift Measurement”. This resource not only tracks online sales, but it also takes a stab at tracking offline sales (from uploaded sales data from the business) driven from Facebook advertising. This feature works by utilizing a test group that sees an ad, and then their purchases are compared to a control group that doesn’t get the pleasure of seeing such a great ad. The conversion number is then determined by analyzing sales for both groups. This may be a simplified explanation, but no matter how you slice it, this could be a great tool for marketers.

Facebook-Conversion-Lift

 

Facebook Drives 25% Of Referral Traffic

Speaking of explaining Facebook’s ROI to your boss, try dropping this little stat on him; Facebook drives nearly 25% of web traffic according to a report from Shareaholic. That wasn’t a typo by the way; I really did mean to put 25! The second closest is Pinterest at a little over 5%, which only further speaks to how dominant Facebook is.

Just because one stat wasn’t enough, you can really knock your boss’s socks off by mentioning that social media referral traffic is now higher than organic search traffic. BOOM!

 

Social-Media-Traffic-Referrals-Report-Q4-2014-chart

 

TWITTER

Twitter Creates A Shortcut To Promote Tweets

Do you remember that time at band camp when it took forever to set up a promotion for your tweet? Well don’t worry, you won’t have to waste those precious seconds anymore. Introducing “quick promote”! This new feature allows you the ability to promote a tweet with a few clicks from the analytics dashboard. The process is very simple with these three steps: select a tweet, choose a budget, and watch people engage with your tweet. Tweet, tweet, tweet… easy as 1, 2, 3.

 

Twitter’s Homepage Offers Plenty Of Tiled Features

Have you ever looked at the Twitter homepage when you were logged off and thought that it looked like something you could program (even if you’ve never programmed anything in your life)? That may not be the case anymore with Twitter’s new tiled style homepage. Now profiles and accounts are grouped into popular topics like politicians, parties, NBA players, etc.

new-twitter-homepage copy

 

Twitter And Google Rekindle An Old Flame

The word is out, and it looks like Google has gotten back with its old fling, Twitter. The new deal between the two giants will give Google access to Twitter’s firehose, which is the data stream that accesses the 6,000 tweets per minute. A previous deal between the two companies ended in 2011, but it looks like both sides have gotten over the breakup. Now Google uses Twitter’s data stream to state information in its search results. Furthermore, Twitter gets organic traffic from people that click the tweets that show up in search. This sounds like a match made in heaven.

 

PINTEREST

Pinterest Continues To Try To Get More Men

According to Pinterest, the number of men on the network increased 73% in 2014. This is a great number for the company; however, women still greatly outnumber men on the platform. To help grow their male users, Pinterest is trying to make their site more gender neutral by adjusting content based on the gender of the users. For example, if a man searches “Fashion” he will get different pins showing up than if a woman did the same search. As this push continues, more and more male and gender neutral businesses should see a rise in their engagements on Pinterest.

pinterest-gender-neutral

 

Pinterest Promoted Pins Push Into People’s Feeds

Not only is that title a great use of alliteration, but it also happens to be completely true. Late last month the company announced that it would begin pushing Promoted Pins into people’s home feeds. These home feed ads will be purchased based on a target category. The ads will then be shown to users who Pinterest deems as interested in that category, but only if the pins meet a certain level of performance metrics. As the buzz around the Promoted Pins continues to grow, Pinterest has shown that they are beginning to speed things up to offer more features and get more and more advertisers on board. So advertisers, start your synergistic strategy on Pinterest (more alliteration for you).

 

Thanks for keeping up with A Smorgasbord of Social Media! Check back each week for a fresh batch of updates. Feel free to leave a comment or tweet @Wpromote if you have any questions or comments about any of these updates!

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A Smattering of SEO News: 2/12/15

Welp, the algorithm roller coaster keeps on moving forward, upwards, downwards and all over the place! While many guesses keep coming out as to what kind of update Google has going on, the search engine giant is still being hush-hush about it. All this and more, so check it out!

Google News:

  • Searchmetrics: Recent Google Updates Seem To Affect Ecommerce And Branded Terms – While Google is still obfuscating details about the recent search engine update (more on that in a second), the folks at Searchmetrics noticed that much of the fluctuation is coming from branded terms (both correctly spelled and misspelled). This has led them to believe this update is granular and that it is attempting to clear up Ecommerce and branded-related terms. We’ll keep you posted as we find out more.

searchmetrics_insights

  • Google Says They’re Making Tweaks To The Algorithms, Rather Than A Specific Update – Google recently stated to Search Engine Land that the recent fluctuations are happening due to continuous “tweaks” to the search engine algorithms, and that they have no specific update to announce. SEL also speculates these recent shifts have nothing to do with mobile warnings, as we reported as a possibility last week. This sure is a roller coaster, isn’t it?
  • Google Uses No Whitelist For Panda Or Penguin – In a recent Hangout, Google’s John Mueller was asked whether Panda or Penguin have whitelists similar to some of Google’s other algorithms, such as SafeSearch. Mueller confirmed that, “We don’t have that for a lot of the other algorithms like Penguin and Panda.”

google-yellowg

  • Google: ‘Right To Be Forgotten’ Should Only Be Applied To Europe – Recently, when looking at the implementation of the recent European ruling, a Google-appointed panel stated that – unlike the wishes of certain French officials as we reported a while back – Google’s implementation of the recent ‘Right to be Forgotten’ ruling should apply only to Europe and not the rest of the world.

Other News:

  • Facebook: We Can Track Your Mobile Searches Outside Of The App – Facebook has recently updated its privacy policy to state that even searches you perform outside of its app can be tracked by Facebook. Facebook said, “It takes into account pages and places visited on Facebook, alongside browsing on the internet at large.” This seems like a really serious privacy issue, and we wonder if it’ll come under any scrutiny in the weeks to come.
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A Smorgasbord of Social Media: 1/16/15

Welcome back to another Smorgasbord of Social Media, your weekly roundup of all things social. We’ve been away for the holidays, but we’re back and there are some really interesting changes and updates that we want to catch you up on!

 

Facebook

Videos On Facebook Continue To Grow

It’s been in the making for some time now, but according to a report from SocialMakers, more brands are officially uploading videos directly to Facebook versus posting YouTube videos on Facebook Pages. A report last year projected this would eventually occur. However, the speed at which Facebook video uploads are growing is quite impressive. Furthermore, this SocialMakers report showed that 80% of all video interactions happening on Facebook are occurring on natively uploaded videos. So you know what that means…bring on more Ice Bucket Challenges, crazy stunts, and funny videos in 2015.
SocialBakers-share-of-video

 

Facebook Video Playlists Welcome In The New Year

Getting more videos uploaded to Facebook is not enough for the social platform: they want to enhance any and all things video. That is why as the New Year came in, Facebook launched a new video feature that allows you to not only feature a video to show up in extra large size, but also to create video playlists similar to the ones found on YouTube. While this may not heavily impact any views or interactions on Facebook, it’s hard to deny that Facebook is placing a high priority on their natively uploaded videos.
facetube

 

Facebook Infiltrates Your Company With “Work”

With LinkedIn announcing its new tools for companies to use in the business communication realm, it was only a matter of time until Facebook counter-punched back. They’ve landed that hit by releasing their new communication center for businesses, called “Work.” The app is currently available on iOS and Android, and is designed for companies with 100+ employees to communicate, share documents, and gain overall interaction within their company.

 

Twitter 

Twitter Ads Can Make You Seem To Follow Brands, Even If You Don’t

This may not be news to some, but over the holiday season, a few celebrities noticed that they were supposedly following Mastercard on Twitter, even though they really weren’t. This “Following” list ad on Twitter is not a new type of ad that Twitter offers, but it has gained more and more notoriety as celebrities like William Shatner and Dwayne “The Rock” Johnson discovered these “Promoted Follows” under their accounts.

twitterads copy

 

Winter Is Coming, And So Is Twitter’s New Homepage

Millions of logged-out visitors find themselves on Twitter’s homepage each day. That is a large audience that Twitter plans on taking advantage of in the near future. According to AdAge, Twitter plans on creating a new homepage that will include ads displayed for visitors to see. It may not be life changing news, but Twitter’s determination to ramp up all of their ad options is not going unnoticed.

 

Twitter_homepage

 

Auto-Playing Video And More Ad Expansion Is In Store

Twitter is not content with simply rolling out one small expansion to their ads platform. When they expand, they do so on multiple fronts. According to the Wall Street Journal, Twitter pitched to multiple media buyers that they are working on an ads option that will embed Twitter ads within streams on publishers’ websites. As if this wasn’t news enough, Twitter also mentioned that over the “next few months” users will start seeing auto-playing videos on their feeds. These videos will be directly uploaded to Twitter, will play for six seconds, and then allow the user to click to play the rest of the video. If Facebook videos are doing so well, why not try it on Twitter?

 

Pinterest

Promoted Pins Are Here To Stay

If you’re not on Pinterest, and you just don’t like social media, there are two things that are probably true…you’re probably not reading this blog and you probably didn’t know that Pinterest has been testing out Promoted (Ad-Based) Pins with a few brand advertisers. With that being said, Pinterest announced that in the New Year, they will be bringing their reservation-based (CPM) Promoted Pins to the public. While they are still tweaking their auction-based pins, the beta Promoted Pins tested very well. According to Pinterest, Promoted Pins performed just as well and sometimes better than organic pins! The Promoted Pins performed longer after the campaign ended, and all core categories found success. So get your Pinterest skills ready and start promoting your Pins.

pinstitute

 

Thanks for keeping up with A Smorgasbord of Social Media! Check back each week for a fresh batch of updates. Feel free to leave a comment or tweet @Wpromote if you have any questions or comments about any of these updates!

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A Smattering of SEO News: 1/15/15

Hey folks, welcome to 2015, and happy New Year! I hope y’all had a fun, joyous, and rejuvenating holiday season! Now that the holidays are over though, it is back to work, and that means monitoring the latest in SEO news! I am happy to help with this Smattering of the latest happenings. ;)

Google News:

  • Google Domains Opens To All US Residents – Google Domains launched an invite-only beta last June. The service – which allows folks to buy a domain for $12 a year to start and comes bundled with services from partners such as Wix and Squarespace – has now opened for all US residents to use. If you’re outside the US, you can sign up to a mailing list in order to be notified once the service arrives in your neck of the woods.

google-domains

  • Google’s John Mueller: Getting Good Links Can Remove Penguin Penalties Without Disavowing – In a recent Hangout, Google’s John Mueller – who’s filling in rather nicely for Matt Cutts in this role – was asked a hypothetical question. Could a user’s link profile overcome any problems from Penguin if they strived to acquire more good, solid, quality links through more natural methods rather than disallow whatever low quality links they might have (regardless of whether the webmaster either ignored or didn’t know about the disallow command)? Mueller said that Google’s algorithms take such factors into account and, if it sees it’s on the way to improvement, that penalties could slowly whither away as well.
  • Analyst: Google Possibly Making Moves Toward Auto Insurance Comparison Tool – According to an analyst at Forrester named Ellen Carney, her research is pointing toward signs that Google is gearing up to launch an auto insurance comparison tool/website in the US soon, having launched the successful Google Compare tool in the UK in 2012. Carney points to an entity called Google Compare Auto Insurance Services Inc. that’s already authorized to do business in more than half of the states in the US, along with the ability to work with other insurers in several other states. It’ll be interesting to see if this does launch, and what it will do to auto insurance services that also do the exact same thing.
  • Webmaster Tools Messaging To Receive Update Soon – Google’s John Mueller commented in a Hangout recently that the messaging functionality of Webmaster Tools is about to get an update to both its content and its layout. Apparently they’ve received many complaints of messages not being clear, especially in regards to disavowing links. As a result of these complaints, Google will be updating how the messages are presented along with their text. Not sure when these updates will be happening, but hopefully it’s soon.
  • Google’s Search Share Drops 2% In One Month After Firefox Switches To YahooGoogle’s search share dropped from 77.3% in November to 75.2% in December of last year, following a switch on Firefox’s part to use Yahoo as its primary search engine. Yahoo, in turn, saw about a 2% jump. While 2% is quite a lot, let’s keep in mind that Google is still at 75% overall, which means they didn’t fall far from their seat as king of the hill.

google-v-yahoo

Other News:

  • Instagram Leads In Growth, Facebook Leads In Engagement Among Social Networks – New research from the Pew Research Internet Project finds that while Facebook has hit a plateau with its growth, its engagement is massive with around 70% of its users engaging with the site on a daily basis, up from 63% the year before. The winner in growth is Instagram, which apparently grew 9% last year, meaning 26% of all adults in the US use the photo sharing service. This was followed by Pinterest at 7%, LinkedIn by 6%, and Twitter by a paltry 5% amount of user growth year-over-year.

fb-twitter

  • Firefox Users Manually Switching To Google After Yahoo Becomes Default Search Engine – In an interesting counterpoint to the article above, research firm RKG found that when Yahoo first replaced Google as Firefox’s default search engine in Firefox 34, paid search clicks on Yahoo rose to around 43%. Apparently, however, that number has dropped severely in just the past month, down to 36%, due to users forcibly switching back to Google manually within Firefox’s options. RKG’s Mark Ballard even estimates that Yahoo’s share in paid search clicks from Firefox users will continue to drop as users switch back to Google. Fascinating stuff.
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R.O.Why? – Understanding Social ROI and Its Importance

Is social media a legitimate key player in the marketing game? If you asked me this three years ago when I was first hired as a social media intern, I would have said no, without hesitation. Granted, I didn’t know much about social media beyond my own personal (and minimal) use, but I still believed that it couldn’t possibly bring much to the table. Sure, I was young and naive and just wanted a “real job,” but I was pretty sure of myself. Today, social media is nowhere near where it was 1,038 days ago on my first day at Wpromote and, after further review, I’m happy to admit that I was dead wrong.

The fact that my job and the social space have evolved so much in such a short period of time is exactly what’s so fascinating (and sometimes frustrating) about it. I believe that it is also why many companies and brands have been hesitant to hop on the Facebook bandwagon – until recently. If you have been on Facebook in the past year (according to a recent study most of us view our News Feeds an average of 5,110 times a year), you are well aware that Facebook has become what marketers are calling a “pay to play” platform and other social networks are following suit.

My Dad, an accountant and social media disbeliever, always told me “percentages are powerful.” So here are a few to consider before I continue…

According to the 2014 Social Media Marketing Industry Report, published by Social Media Examiner in May 2014:

  • 90% of advertisers use Facebook ads.
  • 54% say that Facebook is the most important network.
  • 88% of marketers say they that they don’t know how to measure social media ROI.

 deer

Social ROI has always been a grey area. Do you know how hard it is to convince analytics-driven business/marketing managers (or your accountant father) what the value of social media is? Pretty hard. Sure, it is important to track social clicks, CTR, actions, views, engagement, etc., but the truth is that these aren’t perfect indicators of value. Engagement rate has no direct correlation to sales so we are immediately limiting the value by focusing on these.  What we have is this Paradox of Opportunity. There are hundreds of millions of consumers all over the world, yet advertisers’ investments are focusing on the smallest sub-population of converters.

paradox

So what do we do about it? How do we adapt our strategy to be more inclusive of the “Clickers” and “All Users,” yet exclusive enough to reach only our target audience? George Manas, Director of Client Strategy & Development at Resolution Media, puts it simply: “Social media is the answer to its own problem.” Thank you, George, for the enlightenment.

Whether you realize it or not, our social activity is creating a common identity that tracks our online journey across devices. Now that we are all a part of this cross-device culture, the cookie, what has long been the most powerful tool for search marketers, is no longer enough. Social media is opening the door for us to truly track consumer exposure, engagement and behavior; this social ID is the most accurate idea of a person on the web.

One of the most successful ways our social team is taking advantage of this is through Facebook’s custom audiences.

Website Custom Audiences allow us to reengage with website visitors based on a pre-defined objective and can be segmented and used to target all visitors, cart abandoners, newsletter sign-ups, event pages, product category/description pages, etc.

CRM-Based Custom Audiences give us the ability to create very targeted messaging directed towards specific audiences based on CRM data, and can easily integrate and complement clients’ email marketing campaigns.

Lookalike Audiences enable us to find new customers based on profiles of existing ones. We can utilize existing custom audience lists, tracking pixels, and page fans to develop various lookalike lists that can target based on similarity or reach. This is a great way to find new customers or site visitors that are similar to those who have already purchased or visited your site.

Twitter has also adopted a similar model that allows advertisers to tailor audiences using customer email addresses and mobile numbers. Social retargeting through AdRoll is yet another game-changer capitalizing on cross-device social identities.

So, how does this help the deer-in-headlights social media people in explaining the value and ROI of Social Media?  I think bullet points are also powerful…

  • Utilize custom audiences to expand targeting beyond the “converters” circle.
  • Track cross-journey, cross-device impressions and actions through social ID instead of cookies. Example: In a cross-device report of a recent campaign for SCOTTEVEST, nearly 20% of conversions started on mobile and finished on desktop
  • Develop a better understanding of ROI from mobile and desktop campaigns
  • Understand customer behavior
  • Optimize search and social campaigns accordingly and allocate marketing budget where it matters

In this new era of targeting and measurability, it’s imperative that we capitalize on the wealth of information social media is giving us. Segmentation and customization together are key to reaching your desired audience in the most organic way possible. With the new concept of social ID’s, it is quite possible, and increasingly likely, that social will be the new control center for digital strategy, so hop on the bandwagon before you get left behind!

 

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A Smorgasbord of Social Media: 12/12/14

Welcome back to another Smorgasbord of Social Media, your weekly roundup of all things social. We have a bunch of updates to drop for you, so let’s get right down to business.

 

Facebook

Facebook Updates Insights, Interest Targeting, And More

Over the past year Facebook has received plenty of negative reviews from publishers who have seen their organic reach drop and be forced to continue to pay to play the game. However, earlier this week, Facebook tried to counter these negative effects with a few insights targeted directly to benefit publishers. Some of these new updates include improved targeting tools that allow publishers to target specific subsets of their fans based on their interests, Post End Date being set up, and a new service that will allow Facebook to automatically post popular articles for you. These opportunities may not fully make up for the entire drop in organic reach over the last year, but it sure is a helpful start.

buzzfeed-interest

New Smart Publishing Tool Could Help Marketers Dramatically With Content Creation

If you didn’t catch that update I just mentioned about Facebook automatically posting popular links for you, let me bring you up to full speed. Mixed in with all of the updates Facebook announced this past week, possibly the most interesting one is a new service they’re going to offer to all publishers in the near future called “Smart Publishing”.  Essentially Smart Publishing is an autopilot of content that will bring the best stories for your brand’s audience right to your News Feed. This tool has to be switched on, but once it is, Facebook will begin displaying the most popular content to your brand automatically. Imagine the amount of reach you can get with a little help from your new Facebook cruise control.

Smart-Publishing-Facebook 

Facebook Pushes Real-Time Trending Service

If Twitter is the News King, Facebook desperately wants to take over the throne. In an effort to catch up to Twitter’s real-time events discussion, Facebook has updated their Trending section and released it to its mobile platform. The new Trending function will break news into five sections: Article, In the Story, Friends and Groups, Near the Scene, and Live Feed. This may not push Facebook past Twitter, but it sure is an upgrade from what it had before.

image2-fb-news

 

New Call To Action Buttons Coming Soon

Facebook has released some small tools to try to combat the drop in their organic reach. One new announcement this week is that marketers will soon be able to add seven new call to action buttons to the top of their page. The new options include: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, and Watch Video. Only time will tell how successful these buttons will be.

facebook-shave-cta

 

Facebook Search Finally Strolls Out

A year ago, Facebook promised to release a search function on the platform for the public to use. Fast-forward to this week, and Facebook has finally come through on that promise. You will now be able to find posts that have been shared with you. The search results are personalized and unique to you, and unfortunately for some journalists, it really can’t function as a search for all topics that are occurring on Facebook.

facebooksearch1

 

Twitter

Target Ads On Twitter Based On App Actions

Earlier this week, Twitter announced that it will be giving mobile app advertisers a way to create audiences to target based on app actions such as install, purchase, or sign-up. While this may not be a major update for every business on Twitter, it does significantly help those app marketers that are trying to target the most likely audience to engage in their app.

Twitter-app-tailored

 

Instagram

Instagram Hits 300 Million And Counting

This week was a big week over at Instagram as they officially hit the 300 million active users mark. This number is significant because it is a 100 million jump from March, and it passes Twitter’s 284 million number. While this doesn’t necessarily mean that Instagram is more valuable than Twitter, it does mean that Instagram is growing at a very rapid pace. Furthermore, with all of this growth, Instagram also announced that it is going to continue to remove spammy and fake accounts in the upcoming year, along with adding badges for celebrities, athletes, and brands that have a high likelihood of being impersonated.

 

Thanks for keeping up with a Smorgasbord of Social Media! Check back each week for a fresh batch of updates. Feel free to leave a comment or tweet @Wpromote if you have any questions or comments about any of these updates!

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A Smorgasbord of Social Media: 12/5/14

Welcome back to another Smorgasbord of Social Media, your weekly roundup of all things social. We have a bunch of updates to drop for you, so let’s get right down to business.

 

Facebook

Facebook Advertising Costs Increase, But So Does ROI

This time last year, millions of people were seeing the coolest toys and best gift ideas pop up all over Facebook. Fast-forward to the present, and those things are still happening, but what has changed is that Facebook Ad CPMs have increased sevenfold. (By the way, that is not a typo). While Facebook advertising has increased dramatically over the past year, so has ROI. With the huge demand for ad space during the holiday season, costs will most likely continue to rise, but it doesn’t really matter because those ads will keep being purchased, and keep on performing.

Facebook-Blog-Holiday

 

Select Facebook Advertisers Test Out Grapevine Insights

High-end advertisers on Facebook got an early Christmas present this past week when afacebook-ad-target few were selected to try out a new polling service called, “Grapevine”. The new service acts almost as a focus group where advertisers can poll users and find how they feel about a certain topic. They can then take this insight and craft the best messaging and images for their ads. This is just another step for the Facebook Advertising platform, and when Grapevine gets released to the public, you can be sure that it will only increase the effectiveness of the ads you see.

 

Facebook Mobile App Ads Get Some New Tools

Earlier this week in a blog post, Facebook announced that its mobile app advertising program will get some new toys to play with right before the holidays. These toys we speak of are the ability for app advertisers to buy ads that are optimized for reach and frequency, have an autoplay video option, and can target users of Fire devices and drive them to the Amazon Appstore. The new enhancements are huge for the app advertising world, and we wouldn’t be surprised to start seeing ROI increase as advertisers take advantage of these new tools.

newsfeed-enhancements

 

Twitter

Offer A Digital Coupon Inside Your Tweet

Twitter continues to push its eCommerce goal, and announced earlier this week a service called Twitter Offers. This new service will allow advertisers to offer digital coupons within tweets. Now a company can tweet out a discount offer and the user will enter their credit or debit card number into the space on the tweet. Once they do this, the card will automatically be synced with the discount the next time the user purchases something at the store. Twitter is currently working with a select number of advertisers to test this feature out, and will hopefully open it up to the public soon.

Offers

 

Twitter Tracks Your Mobile Apps

Earlier this week Twitter signaled that it would start tracking which apps users have downloaded on their phones. Their reasoning is to create a more personal and targeted Twitter experience not only for the “who to follow” suggestions, but also for their advertising platform. In the age where knowledge is king, Twitter is trying to get as much knowledge about their users as possible.

twitter-mobile-app

 

Twitter Releases “Answers” For App Tracking

Months ago, if you were trying to get analytics on ad performance for app installs on Twitter, you may have been one of the most frustrated people in the world! But now Twitter has answered your prayers and released “Answers”, which offers free analytics and insights for advertisers trying to drive app installs on Twitter’s mobile promotion platform. This may seem small to some, but for others this could be like Christmas all month long.

twitter-answers-app

 

Google+

Pin Posts To The Top Of Pages And Profiles

It’s been a long time coming, but Google+ has finally followed in Facebook and Twitter’s footsteps by allowing users to pin posts to the top of their pages. While pinned posts are only viewable on desktop and Android, the iOS function will be coming very soon. So now if you have something important to say on Google+, never fear, because you can pin here.

google-pin-post

 

Thanks for keeping up with A Smorgasbord of Social Media! Check back each week for a fresh batch of updates. Feel free to leave a comment or tweet @Wpromote if you have any questions or comments about any of these updates!