The TL;DR April 9, 2018
This week we're talking about Facebook data myths and misconceptions, Facebook ad targeting strategies, and the value of social listening.
Facebook Data: Myths and Misconceptions
In the wake of the Cambridge Analytica discovery, there’s been a lot of information about Facebook data collection going around – find out some of the facts behind the rumors. You can read the full article here.
- Facebook has been tracking call & SMS data on Android phones: While this did happen, the platform stated that users had to opt-in to allow the collection and was only pulled to help them connect with friends on the Facebook Lite app. The platform also claims it never stored records of what was said on the calls or the content of the messages. Facebook has stated that they will start deleting all logs older than a year and are re-examining the feature.
- Facebook has kept video content you recorded but didn’t post: Users discovered that Facebook stored videos filmed with Facebook’s camera that were then deleted. The platform has stated this was the result of a bug that they are fixing and that they will deleted all of the unpublished videos from their servers.
- Facebook scans your private messages, which are monitored when flagged: The platform has stated that it does not read all messages – they are scanned by tools created to prevent abuse and misuse of the platform. Facebook may go in and read messages more closely if someone is reported, but this can also be done by an automated tool. They also clarified that they do not scan messages for advertising purposes – only for moderation.
- Facebook’s not listening to your private conversations: Facebook has stated on multiple occasions that they do not listen to conversations you have with friends and family through your phone’s mic. Wired has also broken down the technology required to do this, which showcases that it’s a huge load on any server system and is highly impractical.
4 Facebook Ad Targeting Strategies You Should Try
Everyone’s trying to crack how to succeed on Facebook now – these four ad targeting strategies can help your brand do just that. Read the full article here.
- Slow and Steady: Ease your customer into a relationship with your brand. Start with awareness ads that share your brand’s story. After running your awareness campaign, remarket to the people that interacted with your first ad. Then work towards lead generation.
- Dangling the Apple: Use dynamic ads and custom audiences from a website to show your potential customers the items they already looked at on your site, tempting them to seal the deal and purchase it. Make sure you target people who visited the page but exclude those who actually already made a purchase.
- I Can’t Get Over You: Create a campaign to re-engage users who haven’t interacted with your brand in a while. Showing back up on their social feeds after they haven’t opened your emails could cause them to consider looking at your brand once again. This could work especially well if you pair it with a promo or discount.
- If It Ain’t Broke, Don’t Fix It: If you hit on something that works, there’s no reason you can’t run it as an evergreen campaign. Dynamic ad campaigns work especially well for this since they are triggered by certain actions – what may be a campaign your company has run for years will be brand new to a user who has recently entered the fold.
Why You Should Have a Social Listening Strategy
Social listening, or social media monitoring, is a great way to ensure you know what your customers, competitors, and more are talking about at any given time. Here’s why you should add this to your strategy. You can read more here.
- Get To Know Your Audience: Seeing what your customers actually say online is a great way to get to know them. Find out the questions they ask, the topics they discuss, and what seems to be important to them. Knowing these things will make content creation much easier.
- See What Industry Influencers Talk About: Make sure your brand learns from the best by seeing what industry influencers are talking about. This can improve your content. It can also be helpful if you decide to launch an influencer-marketing campaign – you’ll already know who to start looking at.
- Find UGC: Track your brand online and see what people are saying. You’ll not only learn what they think of your brand, you’ll also be able to find and elevate positive reviews and happy comments.
- Identify Trends: If you’re always seeing what people are talking about, you’ll be able to notice when people start talking more and more about a particular topic. This can help you identify trends early and hop on them right on time.
- Solve The Right Problems: The best way to market to an audience is to help them solve a problem. By keeping your ears open, you’ll be able to know what really makes your customers tick, allowing you to solve the problems they want answers to.
- Examine Competitors: Media monitoring gives you the opportunity to keep track of what your competitors are producing and how audiences are reacting to it. There’s a lot to be learned from watching competitors.