February: the month of love, whether you love to love it or love to hate it. Now that it’s over, here’s a look at this month’s noteworthy developments in the social media sphere. You may just find something on the list that’s compatible with your social marketing and measurement strategies.
Facebook Product Ads
Just because you work for a non-profit doesn’t mean you don’t have products to sell – it’s just that the profit generated gets funneled into advancing your organization’s mission. Facebook recently released a new type of ad geared specifically towards generating product sales to help marketers highlight “the right products to the right people,” according to the announcement on Facebook for Business News.
The new ad format, which is currently available to Facebook Marketing Partners and will be rolled out to all users via Power Editor in the coming weeks, allows marketers to upload product catalogues and create campaigns based on sales goals. Want to retarget users who have visited your site or app or viewed a specific product? Interested in curating a collection of relevant products to show to specific audiences all at once? Product ads make it possible, and are meant to reach customers at any point in the prospect funnel.
Here are some specific use cases, as told by the Facebook for Business article:
- “Advertisers can automatically reach people who visited their website/app (via Custom Audiences), or reach people based on specific interests, locations, etc.
- Advertisers can curate ads as they see fit. For instance, they can highlight products that were viewed on their website/mobile app or showcase best selling products. Or they can create a multi-product ad that highlights the different benefits of a single product.”
Facebook Conversion Lift and Partners Program
Speaking of advertising, Facebook also wants to help you understand the ins-and-outs of how and where your advertising dollars are performing. That’s why they’ve developed Conversion Lift testing, based on the principles of lift measurement and aimed at determining causation. It addresses what the social giant describes as “measurement challenges currently facing marketers,” or the issue of tracking an ad’s impact in a world where people use different devices throughout the day, and may or may not make final purchases online versus in-store [Source].
Whether you’re gearing up to launch an ad campaign or developing a content marketing strategy, Facebook wants to help you find the perfect match – with a vetted partner that can help you improve your marketing efforts on the social site, that is. Facebook’s new Partners Program connects individual social media marketers with Facebook Partners that have expertise across 9 different disciplines:
- Ad Technology
- Media Buying
- Facebook Exchange (FBX)
- Community Management
- Content Marketing
- Small Business Solutions
- Audience Onboarding
- Audience Data Providers
Which Tweet Will Reap Retweets?
Non-social media-ites probably don’t realize how long it can take to write a short 140 characters. But effectively boiling a message down to a tweet-sized bite can be a big battle. Three Cornell University computer scientists have developed an algorithm to help tweeters determine which of two tweets on the same topic and linking to the same article will get retweeted more. I tried out the tool, befittingly dubbed Retweeted More, on 2 tweets announcing the same webinar, and found that it accurately predicted which one performed better.
As a non-profit or association marketing professional, how do you measure the results of your social media efforts? Let us know how you think any of these new tools might complement your efforts!