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August 2, 2018
It’s safe to say that Facebook has had a very busy year.
If you’ve been following the headlines, you already know the social media giant was questioned by Congress over its data collection and sharing habits, and this interrogation led to some major policy overhauls. You might be wondering, “Do these changes affect my brand’s marketing strategy?” And the answer is: Definitely. Facebook is now making the user its top priority, and that means putting their data and privacy behind very closely guarded doors. As you might imagine, this means marketing must-haves, like targeted advertising, are getting rehashed to ensure the user has an uninterrupted, highly protected online experience. Now, this isn’t to say Facebook marketing is dead in the water by any means – quite the opposite, actually – it’s just that social media marketers need to know the paths Facebook favors in reaching target audiences. Ready to get to know The New Facebook? Keep on reading.
To shake things up even more, Facebook has evolved how advertisers can target audiences. Last year, the social media site removed the Education and Employer categories from its targeting options. This means that brands can no longer serve ads to audiences based on factors like what college they attended or their current job title. That said, Facebook still has several audience targeting demographics and interests available, such as location, age, gender, language and connections to Pages, apps or events.
As a response marketer, you may have already noticed that Facebook ads just aren’t getting the same amount of reach as they used to – and that’s intentional. In January 2018, Facebook updated its algorithm to ensure News Feeds were “more about connecting with people and less about consuming media in isolation.” Translation: When it comes to selecting posts to put in the spotlight, Facebook will choose posts by friends and family over those created by brands. Facebook calls posts that receive lots of likes, comments and shares “Meaningful Interactions,” and these highly active posts take precedence over both public content and private content that gets less social traction.
If you’re starting to panic, don’t. There are ways to maximize social media ROI while staying within the new guidelines Facebook has outlined. Here are a few suggestions:
In our highly digital world, the only constant is change. As social media platforms, like Facebook, continue to evolve, response marketers also need to adapt and greet these innovations head-on. For more information on developing response-driven social media marketing strategies, visit Orange Label Advertising.
As Orange County’s longest-standing, privately held response marketing agency, we have witnessed dynamic shifts in the world of marketing. Through it all, we have ensured our clients stay at the forefront of communication and technology, driving response and value with every new endeavor.