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Mar 15 2013
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Digital Marketing, Facebook, Search Engine, Twitter

Facebook’s Potential Adoption of Hashtags a Bid for Ad Revenue

facebook-hashtagsSocial media giant Facebook is reportedly planning to co-opt the use of hashtags, a search trademark of their rival Twitter. The move has the potential to put the two social networks in direct competition for advertising dollars from social media marketing services.

Facebook is now testing a new feature that would allow users to click on hashtags in posts, which would send them to a page where content and discussion utilizing the hashtag would be grouped. This is similar to how Twitter currently integrates hashtags into their search functions.

The new Facebook feature is notable for its integration into the Graph search function, which allows users to search their social networks in very specific terms. The Graph search currently uses Facebook likes to catalog and deliver results, but this is flawed because users like posts and content on an impulse or whim, or out of social obligation. Hashtag use, and therefore  search, signals a more deliberate use of the term, and is more valuable to digital marketing companies seeking high ROI.

Facebook is making a play for the audience’s eyeballs during live or ongoing events, like The Superbowl, NBA Finals, or the Grammys. However, the major hurdle Facebook would have to clear is its own privacy settings. Unlike Twitter, many users keep their posts private or contained to their personal networks of friends, and therefore wouldn’t show up in a hashtag search. It means that the public posts that would show up would only be a very small portion of the conversation actually happening on the platform.

Facebook Hashtags: a Play for Real-Time Ad Dollars

Photo by Mike Cogh

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Feb 26 2013
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Ads, Facebook, Social Media

Facebook Varying Ad Image Sizes

123646856_89367fecabFacebook is testing a new feature of its ads where the image size will vary. The key is social context, where a user has liked a brand or a friend of the user has liked a brand. Ads that have social context will be unaffected by the new procedure. Ads that lack social context will now have images display smaller than the ads with social context.

For the digital pr firm this is good. Now ads that have a social connection will receive a benefit to those without it. There will now be more emphasis on collecting Facebook fans and the digital pr firm will be the key to those efforts. Paid advertising will remain key but now there will be added emphasis on social efforts and increasing the fan base for a brand.

Facebook Testing Scaled-Back News Ads

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Feb 07 2013
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Facebook, Online Advertising, Social Media

Facebook Announces Lookalike Audiences

3185202042_059b9623d9Advertisers will soon find a new way to target their ads on Facebook. Facebook has been using its Custom Audience Tool as a way to allow advertisers to upload certain data points to create certain audiences. The new service will have Facebook analyze audiences for other members that appear similarly responsive to certain types of ads. Brands will now be able to reach into new audiences or new geographies based on similar demographics even if those users are not already fans of the brand.

This is a boon for the internet marketing. Ads on Facebook are already some of the most effective in the industry and this will help increase their ability to penetrate into new areas. These ads are likely to be less effective than ads geared towards people who are already fans of a brand. However, the ads will be able to expand reach so even if there is loss of some effectiveness, it will still boost over all exposure and also increase the number of fans a Page does have.

Photo by: Max-B

Target An Audience That Matches A Specific Profile With Facebook’s Lookalike Audiences For Ads

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Feb 05 2013
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Analytics, Facebook, Social Media

Facebook Opens Up Emoticons for Small Updates

smile buttonFacebook is now testing a new feature that allows users to include emoticons in status updates. Lately Facebook has been prompting users to input their favorite color as well as favorite ice cream flavor and other trivial issues. Now users can update what they are reading or other quick update and then attach an emoticon to it for a quick nonverbal appraisal of the item.

One advantage of this service is to help stave off some competitors that are touting their quick visual survey of items. Instead of reading why someone likes a certain book, the user can see quickly how it evaluates the item in question. The better gain for the social media agency is more data for evaluation. The emoticons will help normalize data as well. Now a book will be linked to certain data points (enjoyed, liked, hated, etc) instead of needing to use semantic assessments to determine if a status is an endorsement or not.

Above all this change will help make the Open Graph more powerful so the advertiser can better target users based upon their data. This will help accelerate the mobile boom and make advertising more appropriate to the each individual user.

 Facebook Tries Letting You Share Emoticons Of Exactly What You’re Feeling, Reading Or Eating

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Jan 24 2013
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Facebook, Online Advertising, Social Network

Bing Ads Coming to Facebook

5182163418_da1d8a30b4Facebook’s announcement of Graph Search was a large move for the industry. As Zuckerberg was announcing the new feature, Bing’s VP of Search, was also crafting a statement. He disclosed that Graph Search was collaboration between Facebook and Bing. We do know there is a partnership between the two handling the searches. If Facebook is unable to handle the request or if the query is for a web page, then Bing is the one handling the search results.

An interesting screenshot of the testing process was presented and in the upper left corner of the search is a search ad. The ad is labeled sponsored. Some pundits have been examining this screenshot and the supposed sponsored result for Bing’s involvement. The speculation is that Bing ads may soon find their way onto Facebook searches and possibly even into Facebook itself. If this does happen, then it is good news for the digital marketing agency. Bing can offer a good alternative to Google’s AdWords except it does not have the needed distribution. Some space on Facebook web pages would help resolve that dilemma and offer more advertising solutions for the digital marketing agency.

Are Bing Ads Coming to Facebook?

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Jan 21 2013
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Digital Marketing, Facebook, Uncategorized

SEO for Facebook’s Graph Search

Even though it has only been a few days, Facebook is already releasing some tips for the brand that wants to be seen more often in Facebook’s Graph Search. One thing that is important to note is that having a Facebook page is not necessary to be in the results of this search. If a person has created a Page for a brand or location, then that data will be searchable. This means it is best for the brand to control its own information by maintaining a page. This can be a huge selling feature for the digital media agency as it tries to recruit new clients.

The easiest tactic to improve Graph Search results will be to make sure the About section of the brand’s Page is accurate and up to date. People will be using it as a local search option, so inputting an address will open up those searches. This is important even if the address is not important to the service rendered, such as a social media agency, because it will then come up in local searches. Interaction with content on the Facebook Page will increase the number of connections Graph Search has to draw from. More tips will come along in time, but for now the agency needs to lay down the ground work from which other SEO tips will be useful.

SEO for Facebook Graph Search? Facebook has Some Tips.

Photo Credit: JayCameron

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Jan 04 2013
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Facebook, Google, Social Media

Google+ Cracks 100 Million Unique Monthly Visitors

Google+ LogoNew data from comScore shows improvement for Google+, as it now joins Facebook, Twitter and Linkedin as having over 100 million unique monthly visitors. October 2012 saw it break into the club with 105 million visitors. The previous October the fledgling social network only had 65.3 million unique visitors, so it is seeing extraordinary growth. Google+ still pales when compared to Facebook, but its stand-alone numbers are still impressive.

Digital marketing agency’s that offer search engine optimization services need to make sure Google+ remains in its field of vision. Even though it does not boast the usage of even a crippled Facebook it is still important. Its raw numbers is large and that largeness is often lost in the eclipse of Facebook. Google+ presence also ties into other services like an improved awareness by Google places and Google maps which are services that Google does have domination within. The rule of thumb to remember is that a Google+ presence translates most directly into access to a user’s mobile device. They may not be using the service to share content, but they are using the service to access other features which are much more difficult to track.

Report: Google+ Has 105 Million Unique Monthly Visitors

 

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Dec 27 2012
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Facebook, Netflix, Online Advertising

Netflix Legislation Passes Through Senate

NetflixThe Netflix Legislation is a bill that amends the 1988 Video privacy protection Act, which made it illegal for a person’s video viewing habits to be shared. It was created after someone leaked the video rental history of Supreme Court nominee Robert Bork. The law had also been used to prevent sharing Netflix viewing records with Facebook. The law that recently passed through the Senate has already passed through the House of Representatives, so unless President Obama vetoes it, which is not expected, it will become law.

For the internet marketing agency this law will allow Facebook to accumulate more data about what people are viewing and how to best affect them. Knowing which movies and which genres a person prefers will help better target ads as well as create ads that are more effective. If, for example, someone has seen Die Hard five times, then an ad that references the movie will be more appealing to that person than to someone that has not seen the movie. While the Netflix data is not the comprehensive, every bit does help.

Senate Passes Netflix-Backed Revision Of Privacy Law, Paving Way For Facebook Sharing

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Dec 21 2012
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Facebook, Social Media, Technology

Facebook’s First Foray Into Local Search

images (1)Facebook is now a player in the local search market but only on mobile devices. The ‘nearby’ function is receiving an update, which is changing from a tool to see where a user’s friends have checked in to a tool that promotes discovery. Based upon criteria that Facebook is holding close to the vest it will now show nearby businesses and other places that have been entered into its database.

Users will be able to search and browse nearby locations. The criterion for ranking is a factor of star ratings, check-ins, Likes and recommendations. The rankings are allowed only by people who have checked-in to the location.

For the education marketing company this is good news. It offers a new channel for discovery and a valuable tool at that. One thing that must now be done, however, is that brands must have a Facebook Page. Only locations that have a Page will be shown in this new feature, because the discovery tool allows a link back into the location’s Page.

Facebook Gets Into Local Search With “Facebook Nearby” For IOS & Android

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Dec 18 2012
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Brands, Digital Marketing, Facebook

Facebook Offers Small Businesses New Advertising Venture

facebook-like-buttonMost brands on Facebook have less than 10,000 likes and that is the segment Facebook is targeting with its new service. The new service is designed to help small businesses create and easily put up an ad designed to gain more likes for the brand’s page.

The new ad will be featured in the right rail as well as on mobile newsfeeds. One of the newer features is a suggestion of the number of likes the ad will bring in. Facebook’s dataset is fairly large so it can suggest a success range with confidence and then alter that estimate based upon the budget suggested and the locations of users who will see the new ad. For now the new program is only available in certain cities, but the plan is to quickly make it available globally.

For the education marketing company this could be seen as a bad move. With now easy to create ads, the immediate need for the social media agency might be seem to go away from the small business’ perspective. However, as the brand sees the effectiveness of Facebook advertising it is more likely to turn to experts for refinement and continued advancement. In the long run this may be a shot in the arm for the agency.

Facebook Makes Getting More Page Likes Easier For SMBs

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