In my last post, I argued that the growth of Facebook is such that marketers can no longer ignore it as a platform. However, I also mentioned that it is much less mature than search marketing, and as such best practice techniques aren’t as well developed.
So in this post I'm sharing my thoughts on how best to use this fast emerging channel most effectively, based on how we see agencies and advertisers using our platform to manage Facebook campaigns.
If you had to think of all the adjectives that describe the web, there's a good chance that 'efficient' would be one of them. After all, few tools offer the ability to find information so easily and effectively.
But behind the scenes, the web may be getting less efficient in one area: getting you from point A to point B. That's because of the proliferation of redirects being put into use by some of the internet's most prominent services.
The internet has produced some fantastically profitable business models
over the past decade and a half. But out of all of them, which is the
Here's a candidate: class action lawsuits, which have been making their
way onto the consumer internet, where it seems they may become a dreaded
Social media is far too often heralded as the death of email marketing. In fact, social media’s existence has breathed extra life into email campaigns by increasing levels of engagement with consumers.
Recruiting and retaining 'the best and brightest' is the goal of most
companies, and that explains why, for most companies, doing so is a
Unless, of course, you're one of the most recognized companies in your
industry and can offer your employees a top-notch salary, the ability to
work on interesting things, and a modicum of "I work at..." prestige.
Your business won’t survive unless you embrace social media.
Countless business owners have heard these words. Is there any truth to
them? Perhaps in some instances. But in far more, social media, no
matter how important, is still something that should be approached
thoughtfully and strategically.
Facebook has often claimed that ads with a social context or initiative
byline are generally more effective.
As an example, an ad may contain
information showing how many of a user’s friends ‘like’ a particular
brand, or a question/answer call to action, with users more likely to
click ads that their friends have already tried out.
In order to prove this effectiveness, Facebook has now launched a set of
metrics that measure social engagement for paid ads, showing
advertisers exactly how much value can be gained from including a social
The full introduction of Facebook Credits, and their availability (in
the US at least) as gift vouchers in offline retailers, opens up a
whole new world for brands on Facebook.
The early adopters are, as
expected, social gamers: Facebook and Zynga settled their differences
earlier this year to agree that players of Zynga games (such as Farmville)
can use Facebook Credits to buy virtual goods.
The implications are
enormous. Suddenly, Facebook offers a new revenue stream for brands, and
has itself a sustainable revenue model that doesn’t rely on the fickle
The platforms offered by companies like Facebook, Twitter and Apple
offer entrepreneurs some very compelling features. They often bring to
the table built-in audiences, and, in some cases, established business
For reasons like these, it's no surprise that a growing number of
entrepreneurs are building entire companies on top of a specific
platform. And it's no surprise that investors have flocked to back them.
Given that it pays my wages, I’m not supposed to let you know that
social media isn’t the be-all-and-end-all for marketers everywhere, but
try as I might I still can’t quite come up with enough reasons to ditch
your other streams and hand your marketing keys over to Zuckerberg just
While it can’t be all things to all people, there’s no denying
that social media is still experiencing impressive growth and has great
potential for innovation and engagement. Yet traditional media is still
huge and it’s concerning that some of the hype surrounding social media
could eventually be doing more harm than good for businesses.
One of the major problems is a lack of understanding.