What does this old statistician joke have to do with your Facebook content strategy? Simple enough. I am frequently reminded of this old joke when I see advice directed to people that are trying to make the most out of their content strategy on Facebook. You have heard them before for sure:
- “Photos on Facebook Pages receive 53% more Likes than the average post”
- “Posts between 100 and 250 characters get 60% more Likes, comments and shares than ones that are more than 250 characters”
- “Highest engagement occurs on Thursdays and Fridays”
- “You must have apps built for your page in addition to the standard apps provided by Facebook”
- “Videos are a must”
- You must post 2 times a day
What is wrong with this advice? nothing in particular if your page behaves absolutely like the average page. But what happens when your page does not follow the average behavior? At Dashlytics we use data from our clients’ Facebook pages, and our analytics engine determines what is the right facebook posting strategy for their own pages. We provide recommendations that are specific to them, not to the average page on Facebook. Sometimes the findings are in agreement with the statements above. But sometimes the findings are in complete disagreement. That is how some of our clients have found that specifically for their page: (these are findings from different clients)
- Client X found that for their page, Status Updates had 2 times the engagement of photos, and 4 times the engagement of videos. They were able to optimize their marketing spend by shifting part of the focus to status updates (low cost) vs. photos or videos (high cost)
- Client Y found that their highest engagement occurred on Mondays and Tuesdays
- Client Z found that the top five tabs visited on their page did not include any of the apps they had paid to have built. Their followers were using the apps provided by Facebook such as Photos, Likes, etc
- Client ABC found that to engage women who were between the ages of 25 and 34, they needed to post on Wednesdays and that links had greatest engagement when posted on Mondays at 7 am PST.
- Client CDE found that they achieved highest engagement when posting 1 time a day
So it is very possible that when it comes to your own facebook content strategy, you may find yourself drowning if you are trying to emulate what defines success for the average page which may or may not be what will drive success for your own page.
What is your experience?
Facebook announced today that they will be simplifying Facebook Ads. The goal will be to get to a point where advertisers will come to Facebook and tell them what they are trying to achieve, and the tools will automatically suggest the right combination of products to help them achieve it. Changes will be implemented in the next 6 months, and the number of ad units (27 now) will be reduced to map the business objectives marketers have: online conversions, app installs, etc.
We will get more details as the changes are being implemented, but a couple of the most important changes announced are:
- Including the best of sponsored stories in all ads. Previously, advertisers had to purchase sponsored stories in addition to ads. In the future, social context will be automatically added eliminating the extra step of creating sponsored stories.
- The look for ad units will be made more consistent, which will make the ad creation process much simpler, and will help optimize campaigns across desktop and mobile.
Tagged with: facebook ads
It is always interesting to see how brands have embraced – or not -, living in a new world where advertising is no longer a one-way communication street but a 2-way conversation where the consumer has a louder voice than the brand itself. You can clearly see which brands have truly embraced social media, – versus those that have social media as a check mark-, not by the amount of money they invest in social ads, but by how well they respond to controversial situations that are bound to happen when they no longer are 100% owners of their message.
By now you may be familiar with the #fbrape campaign. An open letter has been published asking Facebook to address the representation of rape and domestic violence on its ads. They are also calling for Facebook users to contact advertisers whose ads on Facebook appear next to content that targets women for violence, to ask these companies to withdraw from advertising on Facebook until they take action to ban gender-based hate speech on their site.
Now you may think this is overreach. How can Facebook try to control this? well…. the interesting thing is that they have moderators that frequently remove content such as pictures of women breastfeeding, women post-mastectomy and artistic representations of women’s bodies. So if a picture of a woman breastfeeding is considered offensive by Facebook standards, why aren’t images of violence against women held to the same standard?
To date, brands including Nissan, J Street, WestHost, Candypolis, Capturing Childhood and Grow Your Own Theatre have pulled their ads from the social networking giant. Other brands like Procter&Gamble and Dove have responded poorly by replying with some version of “We can’t control what facebook does”.
So if you are a brand using Facebook ads, what you have right now is not a challenge. What you have is an amazing opportunity to engage Facebook and your users in a positive conversation about this topic. The real value of any action taken (even more relevant than pulling the ads) is your opportunity to drive change in our society as it relates to women violence.
It did not take long before people decided that linkedin ads could be leveraged for the commercialization of sex. It is commendable for Linkedin to be taking a proactive approach, modifying their user agreement, and taking action when they find violations of the user agreement. But are they going far enough? It seems like there is an opportunity to do additional work in the review process for ads either by manual review or by automated flagging of keywords in the ad copy. Is linkedin doing enough?