Legend has it that when famous bank robber Willie Sutton was asked why he targeted banks, he replied, “Because that’s where the money is,” and the same logic applies to why Facebook’s quarterly earnings calls devote so much time to advertising. The social network’s first-quarter earnings call Wednesday was no exception.
As social media solidifies itself as a standard channel, marketers are increasingly expected to prove return on investment. For instance, whether the consumer purchase funnel for your product or service is linear or calls for a more complex conversion path, your chief financial officer is probably looking to you to show the impact your Facebook activity is having on sales.
Consolidation struck the social shopping sector, as 8thBridge, a provider of social discovery, curation, analytics, and marketing solutions for retailers, announced that it was acquired by digital shopping software and services company Fluid.
Facebook introduced its lookalike audiences ad-targeted feature last March, allowing marketers to reach out to potential customers with similar characteristics to their current customers, and a little over one year later, the social network announced that the feature has been expanded to brands’ website visitors, mobile application users, and users connected to their pages.
Ecommerce website solution provider Shopify announced that its clients can now incorporate the application from social commerce solution Easy Social Shop into their sites following an integration between the two companies.
Facebook and Instagram reacted swiftly to appeals last week by advocacy groups Mayors Against Illegal Guns and Moms Demand Action for Gun Sense in America, announcing new educational and enforcement measures regarding discussions on the social networks about commercial activity, particularly when it involves regulated items, such as guns.
Consumption of videos has exploded on Facebook in recent months, and custom-video-player creator LittleCast has created four viral video platforms to help brands take advantage, with some big-name musical talent already on board.
Facebook is in talks with representatives of advocacy group Mayors Against Illegal Guns and Moms Demand Action for Gun Sense in America, with the social network and its Instagram photo- and video-sharing network being accused of enabling the sale of guns, while maintaining that Facebook and Instagram are not ecommerce platforms.
Facebook users looking for a way to search for coupons from retailers that are based on their personal interests and preferences may want to check out Savor, a desktop and iPad application that taps into users’ “social DNA” to deliver them the most relevant results.