Earlier this week, Jimmy Kimmel admitted to being the mastermind behind the “Twerking Fail” video – You know, the one being shared on Facebook where the girl catches on fire? No matter your feelings on how the public was being Twerked around by Kimmel, there is an interesting discussion to be had behind the success of the video.
The below graph has been floating around the internet the past few days and it makes me sad. The graph ranks brand based on People Talking About This (PTAT), which is one of the more frivolous of the “health metrics.” Its easily manipulated through a number of tactics, including Facebook Advertising, and most importantly does not count for much in the world of Engaging Brands. You could spend $10,000 (well within Coke’s Budget) and double, triple, even quadruple your PTAT number. Ultimately, being talked about doesn’t mean much unless the brand is talking back. Continue reading “Being Talked About Doesn’t Mean Much…” »
Facebook launched their new insights platforms for brand pages this week. The insights come with the promise of more up-to-date information and a number of new features. There are a few features that really stand out and that help you stay away from excel number crunching analysis.
Facebook puts a lot more emphasis on Post metrics with the new insights. Under the “Posts” header you can see all your post metrics. Posts metrics are now visualized and make it much easier to see which posts are working and which are not. You can also select different metrics to compare and breakdown reach by organic/paid and fans/non-fans. Continue reading “The Highlights of NEW Facebook Insights” »
First of all, who cares about “Likes” on a post? FB engagement is the low hanging fruit in the social world. It also doesn’t mean ANYTHING unless you have a specific goal in mind for the stories it generates about your page. You can add virality and reach to the shortlist of metrics that don’t translate to social media success, too. They are simply short-term “health” metrics.
Secondly, this infographic is a gross overgeneralization of engagement monitoring. The quote at the bottom of the image “Just because activity peaks at certain times, doesn’t mean those are the best times to post.” pretty much says, “Our infographic a load of crap” None of what is on this image is true for the majority of brand pages. The notion that images do better on FB the only glimmering light of truth, but that statistic varies based on industry, page size, and fan quality.
You want to know the best times and days to post? Download the last 180 days of your brand page posts and run the analysis yourself. Or if you need help, ask me. I’ll do it for you in 30 minutes and you won’t need to worry about even looking at the infographic below.
Yesterday evening, Facebook announced that it will be changing the they way and types of ads that its offers on the platform. I had a really great four-part blog series on Facebook ads and strategy planned for the next 3 weeks, but since the announcement, it’s all been ruined! That’s just my personal struggle, but here is a recap of how Facebook ads will be changing.
These little guys are no longer an option. Instead, they will be built into every ad offered through Facebook. Because Facebook is a social environment, advertisements that include sponsored stories perform the best. Facebook recognizes this by stating “We know social enhances ad resonance; people are influenced by this type of word-of-mouth marketing.” This is actually great news, because it simplifies ad buying.
Sponsored Stories also now have a unified look. Although marketers might not have realized it (I certainly didn’t), sponsored stores were actually presenting in a variety of way – 13 to be exact. These are now all being unified with a bigger image and social context on top.
No more “Questions”
Questions was a feature that existed for pages. It allowed a page to poll its fans using a unique entry form that tallied up votes. In an effort to “reduce redundancies” Facebook is taking this feature out, point out that brands have used posts to ask questions and post comments to collect answers. However, we no longer get that fancy automatic tally feature, which honest was pretty nifty.
“No more Offers”
Offers was a page tool that allowed marketers to post promotional offers for products directly on the feed. They were presented in a unique way and even had sponsored stories for those that redeemed them. Facebook is removing this option “because marketers have found that using a Page post link ad is a more effective way to drive people to deals on their websites.” Although this may be true, the tracking features and ad report that came with offers did give marketers a nice tool to monitor effectiveness. No word on whether some type of tracking will be built into posts, or if we’ll all need to rely on our own monitoring and short-link tracking tools.
Facebook states, “In the coming weeks and months, marketers will start to see these streamlined changes to our ads solutions.” They offer no specifics on how this will change, but I image an ad buying process that has less clicks and thinking involved. Much like the sponsored ads, the coming ads option will likely also be simplified and uniform.
Ads will also be more goal focused. These goals may include in-store sales, online conversions, app installs, “etc.” Currently conversion tracking has been most prominent with Power Editor users. We can only hope that these options are made easier to understand are become part of the front end ad buying experience.
Some of these changes, such as offers and sponsored stories, are going to begin popping up in July. Over the next few monthly we’ll see the ad option change. Anyone upset or anxious yet?
A Facebook user Nolan Daniels posted a images of himself holding what appears to be the winning lottery ticket worth $588 million dollars. At the time of this post, Powerball has yet to declare the winner from Arizona. Huffington Posts makes the unsubstantiated claim this is a hoax, although it is plausible. It is plausible this post is a hoax because of one questions:
Would you pay a million dollars for a million shares of your Facebook posts?
In his post he wrote “Looks like I won’t be going to work EVER!!!! Share this photo and I will give a random person 1 million dollars!”. The post has since “gone viral” and has over 1.6 million shares. Many of the shares with descriptions stating it can’t hurt, even if it is a hoax, because the chances of winning are better than the lottery. The “share to win” is a lame marketing tactic used by immature brands, but at least they have a reason for doing it. What I can’t figure out is what Daniels’ motivation is for giving away a million dollars of his winnings.
It’s not charitable, it’s relatively a lot of money for the winner – perhaps no longer to Daniels – and all for a bunch of Facebook shares? Truth or Fake, one thing we do know for certain is that Nolan Daniels has an insatiable ego.
I think… At least at the rate of $7.00 it was worth the test! I took the opportunity to promote my friend Dave Cooke‘s Kickstarter campaign, 100PedalsRide.com – If you have a moment, please go and check it out! – After initiating the ad, I checked back on it a few times to see the progress.
Click the (i) to see captions
Despite the complaints about the POTENTIAL use of the these ads, and how that may gum up the news feed, I see promoted posts a valuable function. It is announcements like these for which it makes the most sense. The ability to share and HELP people is how I see Facebook Promoted Posts being best used. I certainly wouldn’t promote my own blog post on my pickling adventure.
Here’s the biggest issue I have with the ads.
1. There is no baseline. I don’t know how well my posts do without promotion, so, how do I know how well they do with the promotion? I could be that promoted posts are just as effective as if you “like” your own post, or comment on your own post makes it more likely to show in your activity feed.
2. Assuming at the very end that my posts 6 “likes” accounted for the 6% organic rate, then my post was only seen through the promotion by 94 people. Thats 100 people in total and only 10% of my total friends. If that’s the case, this is a huge problem. Under this scenario, the post did not perform well under any advertising standard. Percents just don’t work well!
I think Facebook needs to provide more information. Specifically impressions and the percent of my friends the post garnered. Those would be valuable metrics. I would alos like to see the social reach, much like the post metrics of a Facebook Page, to see how viral the post went because of the promotion. Quite honestly, thats what I would expect from Facebook.
I’m not sure why they are hiding this, and the fact that they are makes me feel like the promoted posts are a scam. To use the dreaded word spoken at ever conference, Facebook isn’t being transparent enough with the promoted posts.
A fun tool brought to my attention by Josepf Haslam called Wolfamalpha Facebook Analysis. It takes a nice statistical look at your profile and breaks your friends down into various demographics, tells you your most liked picture is and event which words you use most often in your post vocabulary.
What was most interesting about this analysis was Relationship Status. This was the breaking point and “big idea” for Facebook when it first launched – it was what everyone in college wanted to know – and it turns out it is still the most interesting data. This may not be true for everyone, but my data matched National Data almost identically – aside from a slight increase in single people in their 40′s. (The Right Corner of the Map is the data I am referring to) Even with my weighted average towards the 20-something range.
Turns out only 29.5% of the people I know are single; a large chunk are married or engaged. Although I’m “friends” with slightly more females, I am only connected with men over the age of 55 and under 20.
Check out a few screenshots from the data. Click the (i) button to see the captions: