Lookalike targeting is basically a targeting type that allows you to use first party data (e.g. customer lists, remarketing lists, etc.) as a seed audience to find new users with very similar characteristics, behaviors, and traits. It’s applicable for all business models (B2B, B2C, EDU, etc.), but in this post, we’ll lock in on best practices for ecommerce. When using lookalike targeting, the audience you select as your seed audience is extremely important. Essentially, you want to make sure you are developing audience lists from your best-performing audience. For example, if you had an option to choose between people who signed up for a free trial of your product or people who actually purchased your product, you should start off with the audience that has actually purchased the product; these are the users driving revenue to your business, and you need to find more users like those. Okay so now that we know we want to target our customers, are we ready to get started and … [Read more...] about Facebook’s Lookalike Audiences for ecommerce: segment before you build
There’s been extensive discussion during the past weeks about Facebook’s fake stories and whether they have contributed to the results of the US elections. Mark Zuckerberg has decided to address this issue and announce Facebook’s future plans. There is a great controversy regarding fake stories on social media and how they may affect users’ opinions over a subject, and Facebook received a significant amount of criticism on its lack of measures to avoid turning misinformation viral. Mark Zuckerberg has decided to speak about this issue, in attempt to defend the popular social platform and most importantly, to announce the network’s future plans on handling similar cases. In fact, he mentioned seven key points about Facebook’s future plans. Stronger detection Facebook is determined to improve its ability to classify misinformation. This will be achieved by enhanced technical systems that will spot the stories will flag as false, even before they … [Read more...] about Did Facebook find a way to deal with fake news?
As the name suggests, they make work more social, too. But, there’s been an excessive amount of one-sided conversation around Workplace by Facebook recently, generated by those who perhaps don’t understand the company communications landscape as well as they should. So does Workplace by Facebook live up to the hype? Some words of caution: Beware of “shiny new object” syndrome Let’s not be too distracted by shiny new things. Instead, let’s focus on the basics of communication. Communications tools are the tools; not the strategy. Communication channels are the channels; not the message. How we apply them, and what we use them for, is what counts. The key is to understand the pros and cons of each tool and channel, and when to use them. This means taking into account employee audience demographics, their likely mind-sets, and business objectives. We also need to remember that important messages need to be repeated multiple times, using multiple … [Read more...] about Workplace by Facebook: a reality check
In late December, the defense minister of Pakistan tweeted an ominous reminder to the leaders of Israel that Pakistan “is a Nuclear state too.” This tweet was in response to a news story in which former Israeli Defense Minister Moshe Yaalon was quoted as saying, “If Pakistan send ground troops into Syria on any pretext, we will destroy this country with a nuclear attack.” The Pakistan Minister of Defense saw the quote and determined it was a threat to their country. The problem? This threat from Israel was not real; it was reported on a fake news site. Yaalon never said it. There was no quote. Just made up words. Pakistan’s Minister of Defense, Khawaja Muhammad Asif, reacting to a false story from a fake news site. (The original tweet has since been deleted.) So how did we get to this point? A point where leaders of countries are threatening each other because of news that is not merely inaccurate, but utterly fabricated? Fake news in the internet era … [Read more...] about A marketer’s guide to Facebook’s fake news problem and what is being done to fix it
I shouldn’t — but I couldn’t resist doing a quick poke at Facebook’spronouncementthat it is the "most used people search engine on the web." Really? Accordingto? Facebook gives some stats that perhaps back up this claim, but only if youconsider Facebook a people search engine. I don’t. Not yet. It’s hard for me to consider something a people searchengine when, untillast September, it didn’t allow most people to actually register with it. Ofcourse, I don’t need comScore’slatest statsto tell me Facebook is taking off since then. The drip-drip-drip of peopleasking to be my friend since I joined up a few weeks ago lets me know it isgaining ground. It is a drip-drip, however, not a firehose blast. I’d wager most people Iactually know personally are not on it. Curious, I just searched for threecollege friends. None of them are there. I’m not surprised, since I was incollege so long ago we didn’t have email addresses … [Read more...] about Facebook One Of The Top Search Engines? I Dunno About That!
Last month, Facebook dropped the news about their “Open Graph” or new Facebook Platform that brings content into Facebook – and of course expands Facebook’s web reach out to a more granular level. Since the announcement, there have been two questions asked quite frequently: Should I put this on my website? How do I put this on my website? Luckily, this post will answer both of the above questions. To question 1: unless you have content that isn’t interesting, isn’t social in nature or you have privacy concerns, adding this is new functionality to your original content is recommended. However, it isn’t recommended to go buck wild putting this functionality on every page, just your content that would interesting people. Should it be on your Contact Us Page? No. Should it be on your weekly unique and creative blog posts? Yes. The answer to question 2 isn’t quite cut and dry, so this post will serve as an à la carte menu on the … [Read more...] about How To Put The Facebook “Like” Button On A Site
Facebook Fan Pages are gaining popularity due to their high adoption rates among Facebook’s 300+ million users. Currently more than 10 million users become fans of Pages each day. However, the basic fan page layout is quite cookie cutter, so adding some simple modifications can really make a Fan Page standout and land those valuable fans. Not only will this look great, but it is easy and cost effective, unlike a custom built and branded Facebook Application. The average Facebook Page would look like the following: The main features are the different tabs (called ‘boxes’) that make up the overall look of the page. The standard items on each Facebook Page are “Wall” and “Info” while popular applications (show up in separate tabs) and “Photos,” “Discussions,” “Videos,” and “Notes.” What all of these items are lacking – is the ability to modify a page so that the visual appearance could match … [Read more...] about How To Quickly Customize Your Facebook Page To Attract More Fans
Have a Facebook page or creating a new one? Do yourself a favor and be proactive in setting your page up, so users can find you when they are looking. Too often, companies and brands don’t take the proper steps to be found and have to make adjustments in order to show in Facebook search. Whether you are setting up your first page, or tweaking an old one, the following tips can help you rise to the top of the search results. Use your brand for your Facebook page name When naming your Facebook page, you only have one shot at giving it a “name.” This is what shows up as the title of the page and is created when first setting a page up. This is currently the largest indicator for Facebook search and is make or break for your page being found. While it might seem simple that you would choose your brand name, it is not always cut and dry. For example, let’s say we are making a fan page for Search Engine Land. Many times people could create the page with the name … [Read more...] about 8 Tips For Getting Your Fan Page Found In Facebook Search
Many small-to-medium businesses (SMBs) are awakening to the marketing potential found in Facebook’s massive audience, and have begun developing their Facebook pages to promote their companies. While posting status updates is a great way to engage with your customers, there are some ways to kick them up a notch to expand your promotional potential, and a few tips for optimizing your Facebook status updates. A large component of Facebooking is “preaching to the choir”—most of the people who will “like” you and follow you on Facebook are those who already know your company exists. Existing customers will search for you by name, and people might discover your Facebook link on your website. Marketing to this audience which already likes you and knows about you is certainly worthwhile for the sake of increasing sales and for retaining existing customers. However, you also want more customers and for more people to discover your business and think about it. … [Read more...] about Optimizing Facebook Status Updates For Local Marketing
This year, Facebook launched a new semantic protocol called the Open Graph, including provisions for local businesses and places. Meanwhile, Google has expanded support for other standards, including RDFa, Microformats and Microdata. As a local SEO, the question is: focus on Google or expand your efforts to embrace Facebook’s Open Graph? The answer—unequivocally—is expand your focus, and here’s why. On the face of it (if you’ll pardon the expression), we don’t really seem to need Facebook’s Open Graph—we don’t need yet another semantic protocol for location information. The description that it “…enables any web page to become a rich object in a social graph” smacks a bit of propagandistic fervor. Declaring and deploying a whole new protocol without some community involvement seems sort of megalomaniacal and controlling here in 2010—prompting CNET’s Caroline McCarthy to headline her article about the … [Read more...] about Blast Open The Doors Via Facebook’s Open Graph For Local SEO