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Social Networks: Facebook

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by

Joanna Phillips-Melancon

on 16 February 2017

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Transcript of Social Networks: Facebook

Social Networks: Facebook
Why Facebook?
47% of Americans say Facebook is their #1 influencer of purchases
55% of moms say FB “most important channel for communicating with brands” (Dads: 47%)
70% of marketers used Facebook to gain new customers (34% on Twitter)
FB followers spend 35% more than nonfollowers
65% of customer questions on FB answered




CPM
Why do brands use Facebook?

(mission statements)

AWARENESS
ENGAGEMENT
CONVERSION
Awareness Strategies
Engagement
Strategies
Conversion Strategies
retargeting
"Buy it button"
pixels


Target: Facebook
Ads


(Demonstration)
Metrics:
Facebook Insights Dashboard and Downloadable Data Files


Over 1.65 Billion users

Every Demographic

1 in every 6 online minutes, 1 in 5 for mobile
Gaming The Algorithm:

Average user sees only 300 of 1500 newsfeed posts; the algorhithm takes 100,000 factors into account when deciding which to serve in an individual's newsfeed


WHO POSTED IT?
Bros before Cos---your friends come first
"Close" friends content comes first
Pages that the follower likes is tagged in
WHAT TYPE OF CONTENT IS IT?
Informative and Entertaining content are coveted by users, Spammy or Over-sensationalized content is hidden, including Click-Bait (high bounce rates) and Promotional Posts and Like-Gaiting Limited
Text only status updates from brands will be limited
WHEN WAS IT POSTED?
More timely, recent content given priority
"Trending topics" post placed higher
WHAT INTERACTIONS DOES IT HAVE?
More engagement means more impressions (circular process)
Facebook also tracks time spent looking at content
Interactions are still seen as equal in the equation
"Hiding stories.

Click Bait

If the headline withholds information required to understand what the content of the article is
If the headline exaggerates the article to create misleading expectations for the reader

Overly Promotional Content:
Posts that solely push people to buy a product or install an app
Posts that push people to enter promotions and sweepstakes with no real context
Posts that reuse the exact same content from ads

Like-Baiting:
explicitly asking to like, share, or comment on a post
Reflection Due March 7
Full transcript