Enterprise marketing technology provider Unified released the latest quarterly update to its Social Operating Platform Wednesday, unveiling the winter 2013 edition at the Montgomery Technology Conference in Santa Monica, Calif.
Glow Digital Media, which was named a Facebook Strategic Preferred Marketing Developer last September, hopes to kick-start engagement for its clients within the social network’s news feed with this week’s launch of its Engagement Accelerator tool for its Glow Machine social advertising platform.
Prior to Facebook and the rise of social media, it was fairly easy to tell the difference between paid, earned, and owned media and advertising. But now, the lines are becoming a bit blurred, according to David Armano, managing director of Edelman Digital Chicago. Armano spoke with a crowd Thursday at the Tahoe Snowcial conference in Nevada, talking about the importance of content, and he also gave people a look behind the all-hands-on-deck approach that Cars.com took with its social media efforts during the Super Bowl.
For some Facebook page administrators, the site recently added a new metric to insights — returned value. However, as social media experts Jon Loomer and Dennis Yu found out, the social network didn’t mean to roll out returned value at this time, and it has since pulled it back.
The stories generated on Facebook users’ news feeds when offers are claimed, and the tendency by users on the social network to share offers make them far more effective than sponsored stories in expanding brands’ reach and virality, according to a recent study by social marketing solutions provider SocialCode.
Facebook marketing expert Jon Loomer is 100 percent annoyed with Facebook’s 20 percent rule, as in, from Section III.D of the social network’s advertising guidelines: “Ads and sponsored stories for news feed that originate from pages may not include images with more than 20 percent text.”
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.
Facebook is reworking its Preferred Marketing Developers program, suspending applications for “the next few weeks” while the system is rejiggered to focus on advertisers and agencies that purchase paid media on the social network.
Valentine’s Day is like the Super Bowl for the flower business, and 1-800-Flowers has relied heavily on Facebook in the run-up to Thursday’s love-fest, particularly the social network’s mobile advertising products.