We recently spotted a new call to action in our notifications for our Facebook Page. Facebook is now suggesting Pages to advertise certain posts based on their historical performance. In the case below, a post was performing better than 90% of other posts on that Page. Facebook then suggested that we use Paid Media to amplify it.
This has long been suggested by Facebook as the optimal strategy for Facebook marketing. They tend to look at Organic Reach and Engagement as indicators that setoff the opportunity for Paid Media. Brands that follow that strategy should experience an increase in Viral due to the effectiveness of the Organic when combined with Paid.
This will surely increase Facebook’s advertising revenues due to the clear and concise call to action. This object is displayed as a notification for Page Admins and is difficult to miss. Have you seen it yet? Let us know in the comments!
We sat down with Dennis Yu to discuss a variety of topics surrounding ads, the news feed, and how local businesses take advantage of Facebook.
You mentioned that ads can impact organic, what are you seeing?
Ads don’t cause an immediate impact. They grow the fan base and grow overall engagement over time. As long as you’re running ads to drive fan growth and engagement, you’ll see a steady rise in organic, even if you stop advertising. People have talked about how organic and paid impact viral, but we don’t see viral being big enough to make a difference yet.
Of course, if your fan base goes from 1,000 to 100,000 via ads, and you stayed on message without gimmicks, then you’ll have a lot more organic power, in the same way you get more opens if you grow your email list.
Would you say this is ultimately impacting Affinity for the new users you’re reaching with paid media?
It depends. Some brands run ads so heavily, especially in the newsfeed that they overrun their fans– kind of like a brand you like who has a repeating TV commercial for every episode. At the other end we have brands that don’t even show up or run irrelevant ads in the right rail. Well-targeted ads at the right frequency absolutely increase affinity, which we have measured via fan lifetimes that increase from 25 days (Coca-Cola) to as high as 143 days (The Cosmopolitan casino). Continue reading
It’s been four months since we launched EdgeRank Checker. Our initial features examined and analyzed your Page’s historical data to provide analysis and recommendations. Today, we are excited to announce a game changing feature: Industry Report.
Now EdgeRank Checker is able to analyze industry-wide anonymous aggregate data to provide a wider spectrum of Recommendations!
With Industry Report, we’ve anonymized and aggregated each industry type to help provide further insight into what is working across the board. This will enable users to examine optimal post frequency, best content type, optimal times of day, and much more within their shared industry.
You don’t have to do anything to take advantage of the Industry Report. Simply login to your Pro account and click the “Industry Report” button (example shown below) while on your Page’s Pro Page. Your Page is stacked up against your industry and measured against industry benchmarks.
All of the data is anonymous and aggregated into industry type, and (as always) you are able to opt-out under My Account. Continue reading
Facebook defines Storytellers as:
The number of people sharing stories about your page. These stories include liking your Page, posting to your Page’s Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place.
In layman’s terms, Storytellers are users who make a tangible interaction with your Facebook Page. The term “Storytellers” refers to users who are creating “stories” or “objects” within their news feeds that may direct their friends to your Page.
This metric is important as it represents the total number of users interacting with your Page. You can increase this metric by creating more events, asking Questions, and increasing engagement per post. When creating Storytellers, you can also think of it as building Affinity with these same users. They are taking action that notifies Facebook they are building Affinity with your Page. Keeping an eye on Storytellers can provide useful insight.
We sat down with Facebook marketing expert Dennis Yu to talk about EdgeRank. Dennis offers an unique perspective as CEO of BlitzLocal.com (an agency that does online advertising for big brands and yellow page category businesses). Let’s dive into the questions and answers:
1) How can local businesses utilize EdgeRank to their advantage?
The challenge for local businesses is to manage an increasing number of online presences when they just don’t have the time or money. Another hour spend messing around on Facebook is an hour away from their family, so the value proposition for using tools, running campaigns, or updating the website better be super good. EdgeRank can tell them if their engagement rate is good and if their content/timing/targeting is on the mark. But taking action against it is a whole different matter. Until existing reporting tools have integrated action, local businesses won’t want to use yet another software package, even if totally free. Continue reading
Facebook has recently unveiled new metrics that allows us to monitor Shares and Clicks. Shares are a very important aspect of EdgeRank. They take Posts from one user’s feed and immediately seed it into the “Sharer’s” feed for all of their friends to see. This can create a truly viral effect on Facebook. We decided to analyze Clicks and Shares to see how they effect the usual metrics.
We analyzed how many Clicks a Post received against each major metric (Likes, Comments, Impressions). This can give a marketer a basic guideline on how many Clicks (on average) they can expect per engagement type. For example if you’re Post received 2 Likes, the Link on average should receive approximately 6 Clicks. The results are as follows:
- Avg Clicks Per Like: 3.103
- Avg Clicks Per Comment: 14.678
- Avg Clicks Per Impression: 0.005
What does this mean? Continue reading
Facebook has launched a new setting for the new hybrid news feed. It allows users to decide if they’d like to see Highlighted Stories First or Recent Stories First. This really isn’t much different than the old news feed tab system (Top News vs Most Recent), although this system wouldn’t show duplicate updates by switching between the two.
The question may immediately pop to mind that creating engagement maybe less important if users are able to select Recent Stories First. There a few reasons why this new setting doesn’t change a thing. Continue reading
Facebook Insights in relation to stream impressions does not count items below the fold. As a note, the fold is defined as the point in the feed that auto loads more Edges (updates, etc). This lends itself very useful as a user can truly determine a close approximation of views.