Facebook continues to provide advertisers with more options to secure precious real estate on its News Feed, with sister blog Inside Facebook reporting that unpublished posts, also referred to as dark posts, were added to News Feed last week.
Facebook introduced another way for advertisers on the social network to keep tabs on actions performed by users who interact with their ad campaigns: tracking specs.
We got a sneak peek at the Adobe Marketing Cloud user interface that is launching Wednesday. In short, it’s a Pinterest-like feed sourced from what others in users’ organizations are sharing. Adobe Marketing Cloud integrated content creation and community management into its dashboards, allowing users to post to Facebook, moderate through queues, and examine the performance of their posts.
We call it MAA (not MMA or AMA) — and it stands for Metrics > Analysis > Action. The idea is this: Sort to find the top performers, ignoring the rest. Don’t mass-multiply; spend a few minutes per day, not three hours once per month. Amplify what’s working by using different forms of social retargeting via sponsored stories, sponsored results, and custom audience targeting. Don’t waste time making reports, unless you’re in that type of company — focus on insights and actions. Software is nice, but expert action is better. Software can’t mask missing competency. Repeat these cycles quickly — you can get them down to minutes and multiple cycles per day.
Through custom audiences, Facebook pages can launch highly targeted marketing campaigns. Sister site Inside Facebook reported Monday that Facebook has launched lookalike audiences, allowing advertisers to target users who are similar to those in the custom audience database. Currently, this is in beta for U.S. users.
Facebook recently launched a new conversion metric, making it easier for businesses to tell if users made purchases based on advertisements on the social network. Social media expert Jon Loomer illustrated how businesses can use this new practice to create offsite pixels, which signal events that happened while users browsed websites.
For a majority of brand marketers, when it comes to creating Facebook strategies, nine times out of 10, the most popular is the one that generated the largest amount of Facebook likes for brand pages. The conventional wisdom went that the larger the community on Facebook, the greater the chances of promoting whatever the brand wanted to do, whether it was a new product, campaign, etc.
Facebook ads that appear in the sidebar can now feature customized headlines, much like similar ads that link to sites outside of the social network, as reported by sister blog Inside Facebook.
Mobile Facebook users running iOS 6 will now be able to install applications featured in mobile app install ads directly via Facebook, without being redirected to the App Store, and the social network also introduced some new features for developers looking to take advantage of those ad units.