Tag Archive for: Facebook

Facebook May Start Hosting Content On Their Site, Could Be Bad News For Content Marketers

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Facebook has long been the favorite social media platform for sharing content, but if a report from the New York Times is any indication content creators may soon be looking for a new platform to share their content while still attracting users to their own websites.

According to the report, Facebook may be considering hosting linked content directly on its own site, and serving ads on that content, rather than linking directly to content creators’ sites. Not only does this mean a drop in traffic from Facebook users, the change could outright cause the site owners to lose revenue from declining traffic and ads on their own site.

The change is supposedly going to be limited to mobile devices, but it has already stirred up quite a controversy with content creators and marketers.

Facebook seems to believe the change could be more convenient to users, but those who create content see it more closely in line with content syndication or even content theft. No matter the convenience to users, many content creators depend on revenue from page views and ads which would be significantly impacted if Facebook does end up hosting content.

In the wake of the controversy, Facebook has even opened a discussion on the possibility of sharing revenue to websites that own the content being hosted. In the New York Times article, Facebook explained its profit sharing proposal:

Facebook hopes it has a fix for all that. The company has been on something of a listening tour with publishers, discussing better ways to collaborate. The social network has been eager to help publishers do a better job of servicing readers in the News Feed, including improving their approach to mobile in a variety of ways. One possibility it mentioned was for publishers to simply send pages to Facebook that would live inside the social network’s mobile app and be hosted by its servers; that way, they would load quickly with ads that Facebook sells. The revenue would be shared.

That kind of wholesale transfer of content sends a cold, dark chill down the collective spine of publishers, both traditional and digital insurgents alike. If Facebook’s mobile app hosted publishers’ pages, the relationship with customers, most of the data about what they did and the reading experience would all belong to the platform. Media companies would essentially be serfs in a kingdom that Facebook owns.

The real question appears to be if there will be an opt-out option available. There has been no mention of an opt-out or the potential for the hosting of content to be optional. Even if it is up to the publisher, the change could still negatively impact content creators who choose to host their own content on their page, as content which is hosted on the social platform is likely to look more attractive and convenient.

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Facebook Creates New Webpage To Help Content Creators and Marketers

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Source: Wikimedia Commons

Source: Wikimedia Commons

Facebook has become a bit of a source of conflict among many content marketers as organic reach has plummeted in recent years, however most stick around because the social media platform still has a massive impact when it works.

In an effort to satisfy content creators and marketers, Facebook has introduced a new subpage called Facebook Media that highlights how content can help public figures and organizations connect with their audiences.

Along with sharing success stories, Facebook says they will also share data and best practices which will help other content creators increase the effect of their own Facebook marketing.

The new page, located at media.fb.com, is divided into four categories built around goals typically shared by both content creators and media marketers. Here is a breakdown of each section and what you can find there:

  • Engage Fans on Facebook: Here you’ll see how public figures can use tools like Facebook Mentions to reach out to their fans on their Facebook Page. You can also get insight into different types of engaging content you can share on your own page.
  • Drive Referrals: In this section you’ll see how to drive referrals by doing things such as sharing links on your Page, adding social sharing buttons to your website, and other best practices. “After Bleacher Report increased the number of posts it shared to its Facebook Page, the site saw a 15X increase in referral traffic from Facebook.”
  • Share Videos: This contains information about how to connect with a larger portion of your own Facebook audience with video. It also highlights how using video metrics and call to actions can better engage your audience.
  • Integrate TV and Social Content: If you produce content for other mediums like television, this section has information about how to get your TV audience to engage with you on Facebook. “…like the TODAY Show, which featured trending topics on air to highlight the most talked-about news moments on Facebook”.
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YouTube Crowned The Most Effective Paid Advertising Social Media Platform

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YouTubesYou might assume that the largest social media platform would have the most effective paid advertising platform, but Facebook’s platform doesn’t hold the title according to a report from VentureBeat.

According to the report based on a study by AoL Platforms, YouTube is actually the champion of paid social media advertising platforms in more than a few key areas, including introducing new products to customers, and helping consumers make purchasing decisions.

The report examined data found within 500 million clicks and 15 million conversions during the first quarter of 2014, using Convertro’s attribution technology to track social purchase interactions. This data was then used to determined which platforms had affected online sales and at what point in the purchasing decision they had influence on the consumer.

Jeff Zwelling, CEO and co-founder at Convertro told VentureBeat:

We believe that YouTube does well in both of these important purchase funnel areas for a number of reasons. YouTube’s own search volume and preferential positioning on Google’s results help drive large amounts of traffic, of course. But when you get to YouTube, the content is rich, descriptive, and usually helpful.

I’ve done this myself. I recently bought a coffee machine. I had the decision down to three alternatives and couldn’t decide which one was best for me. In the end, I watched videos on YouTube of people using all three machines and chose the one that matched my idea of a good coffee maker.

YouTube is the best platform for both introducing new products and helping to close sales, while Facebook comes in second in both of those areas. Google+ consistently came in third.
You can get more information from the full report available here.

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Facebook Targets Click-Bait In Your News Feed

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People have been gradually turning against “click-bait” for a while now and using the questionable tactic to attract attention may finally be accompanied by some real consequences according to an announcement from Facebook today.

According to the announcement, the social platform is rolling out an update to the News Feed algorithm that will help reduce the number of misleading or purposely vague headlines by incorporating the amount of time users spend reading a page as a signal.

Clickbait

“‘Click-baiting’ is when a publisher posts a link with a headline that encourages people to click to see more, without telling them much information about what they will see,” Facebook research scientist Khalid El-Arini and product specialist Joyce Tang wrote in a blog post. ”

“Posts like these tend to get a lot of clicks, which means that these posts get shown to more people, and get shown higher up in News Feed.”

Click-bait certainly is effective, but this strategy has become so prominent that even casual internet users are becoming familiar with the phrase. More importantly, the majority appear to agree they don’t like it. 80% of Facebook users say they prefer headlines that give them a fuller picture about what’s behind the link instead.

Here’s Facebook’s explanation of how they are aiming to take down click-bait:

One way is to look at how long people spend reading an article away from Facebook. If people click on an article and spend time reading it, it suggests they clicked through to something valuable. If they click through to a link and then come straight back to Facebook, it suggests that they didn’t find something that they wanted. With this update we will start taking into account whether people tend to spend time away from Facebook after clicking a link, or whether they tend to come straight back to News Feed when we rank stories with links in them.

Another factor we will use to try and show fewer of these types of stories is to look at the ratio of people clicking on the content compared to people discussing and sharing it with their friends. If a lot of people click on the link, but relatively few people click Like, or comment on the story when they return to Facebook, this also suggests that people didn’t click through to something that was valuable to them.

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Facebook’s New Cross-Device Reporting Makes It Easier To Track Conversions

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With its ever decreasing organic reach, Facebook is putting a lot of attention into their paid ad platform, especially the ads shown on mobile devices. Now, the reporting side of Facebook’s paid ad is getting improved to reflect the huge increases in mobile ads in recent times.

One of these improvements is the launch of cross-device reporting for Facebook ads. Now Facebook advertisers are able to see how users move throughout their sales process, even if they move across devices. The announcement described just how advertisers may benefit:

Imagine seeing an ad for a product on your mobile phone while in line at the bank. Do you immediately make a purchase on your phone? Probably not. But perhaps you go back to your office later that day and buy on your desktop computer. Such cross-device conversions are becoming increasingly common as people move between their phones, tablets and desktop computers to interact with businesses.

Cross-device reporting allows advertisers to be able to see which devices ads were viewed on, and on which devices conversions subsequently occurred. That means you can see how many people clicked an ad on iPhone but then later finished their conversion on desktop, and vice-versa.

In a recent analysis of US Facebook campaigns, it was found that of the people who show interest in a mobile Facebook ad before converting, over 32% converted on desktop within 28 days.

You can view the cross-device conversions for campaigns by going to your Facebook Ad Reports, where you will click Edit Columns, and select Cross-Device on the left-hand menu.

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Facebook Has Given You 90 Days To Shut Down Your “Like Gate”

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New ImageCountless businesses have 90 days to make significant changes to their Facebook strategies and pages. With an update to its Platform Policy, Facebook killed the so-called “like gate” which required users to Like a Page before they could be gain access to content, apps, rewards, or be eligible for contests.

The new policy is set to take effect on Nov. 5 and any page that doesn’t comply will have the gates disabled. New apps made after the announcement will also be unable to create new like gates.

Here’s the explanation from the latest developer blog from Facebook:

You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.

Like gating isn’t as popular as it used to be, but it is still a relatively common Facebook fan-building strategy.

It is important to note that it is still acceptable to use incentives. You simply can’t use incentives that require a user to Like a page to gain access to content.

faceboo-like-gate-600x358

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Facebook Sees More Daily Users and Revenue Thanks To Mobile Users

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Facebook MobileThe majority of reports about Facebook this year would suggest the largest social media platform is about to crumble under its own weight. But, all the latest data from their Second Quarter 2014 Financial Summary indicates otherwise.

The report includes a ton of positive statistics for the social media leader, but the biggest findings are about how we use Facebook. Specifically, there has been a 19% increase in daily active users, suggesting that most people are including Facebook as a part of their daily lifestyle. Most likely, the ability to access Facebook on the go is responsible for a significant amount of the growth.

The total number of daily active users now sits around 829 million users.

Facebook also saw a significant jump in revenue, growing 61% compared to last year. Unsurprisingly, mobile also played a huge role in the jump, as it is responsible for 62% of overall ad revenue for the second quarter.

The report also included some other statistics which highlight the important role of mobile for Facebook.

  • Mobile daily active users were up 39% year-over-year, reaching an average of 654 million on for June 2014.
  • Monthly active users were up 14% over last year, reaching 1.32 billion as of June 30, 2014, an increase of 14% year-over-year.
  • Monthly active mobile users went up by 31% compared to last year, reaching 1.07 billion as of June 30, 2014.
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How Can You Boost Your Facebook Engagement for Free?

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Source: Wikimedia Commons

Source: Wikimedia Commons

Brands have been complaining for quite some time that their Facebook engagement has been plummeting, especially for smaller brands who rely on organic reach to connect with their audience. Of course, plenty of analysts and SEO “gurus” have offered their fair share of strategies for increasing engagement, but most of these can be very expensive. Some would even cost more than giving in and using Facebook’s paid ad platform.

Don’t let that get you down though. Organic reach and engagement may be nosediving, but there are still free ways you can boost your page’s engagement. Just ask a few members of the Young Entrepreneur Council. Or don’t, because 10 founders from YEC already shared their suggestions on Search Engine Journal.

We may eventually reach a point where organic reach is effectively dead on Facebook, but there are always tactics available to negate some of the drop in engagement and get the most possible out of the free side of the largest social media platform available.

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