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Posts Tagged ‘Likes’


6 New and Improved Ways to Measure the ROI of Your Facebook Ads

August 16th, 2012 ::

Facebook ads

Did you know Facebook changed their ad tracking and analytics feature?  No?  Me neither, until I ran across an article by Dave Williams that appeared on AdAge Digital.

Facebook ads are big business for the company, providing a boatload of revenue for them – but until now, marketers only got murky metrics.  With Facebook’s old analytics feature, you couldn’t track online or offline conversions, because Facebook could not provide view-through tracking.  This basically means you had to guess whether or not Facebook ads were actually driving people to your Facebook page – and if they spent any time on your page once they arrived.

 

With Facebook’s newly updated analytics feature, measuring ad effectiveness by counting Likes and clicks should be a thing of the past. Now, you can really drill down and track how users interact with and click on your Facebook ads and content. Here’s what you can do:

1. Specify a single action or multiple actions to be measured for any ad group

2. Track internal page Likes, page post Likes, comments, @ mentions, check-ins, photo tags and page post shares (including how many times an offer is shared)

3. Track an assortment of specific actions, including “claimed your offer,” “answered your question,” “clicked on the Page post link,” “viewed the page post photo,” “viewed the Page post video,” and “viewed a tab on your Page”

4. Track Facebook app statistics, including installs, users and the number of times Facebook credits were spent in the app

5. Keep up-to-date with “yes” and “maybe” RSVPs in Facebook Events

6. View metrics in 4 different ways: 1-day view-throughs and 1-, 7-, and 28-day click-throughs

Williams also speculated that Facebook will integrate the check-in function with RSVPs and coupons, making it possible to measure the impact of your Facebook ad on in-store traffic and sales.  If they did this, online and offline would finally bridge that yawning gap between your social graph and word-of-mouth – something that social has yet to master.

If you advertise on Facebook, have you started tweaking your ads based on these new measurement features?  Leave a comment below!

Image courtesy of trendsupdates.com

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Posted in Marketing, Social Media | 1 Comment »

5 Ways to Use Facebook Timelines for Your Brand

April 12th, 2012 ::

Facebook timelines

Just when you thought you’d mastered your Facebook marketing strategy, Facebook rolls out one of its biggest changes to date. Now that brands are switching over to Facebook’s new Timelines layout, marketers are scrambling to learn how to leverage Facebook’s newest face. After a bit of research, I found five ways to use Facebook Timelines to promote your brand.

1. Apps for Timeline

Now apps are helping businesses become more visible to the community. When Facebook users add an app, it will appear at the top of their page. All interactions with that app are published to their Timeline. Businesses can create their own apps for their brands to leverage this opportunity for customer interaction and increased visibility.

2. Facebook Actions

Businesses will be happy to see that Facebook is giving users more options for how they interact with brands. Now your Facebook community can go beyond the Like by expressing that they “love,” “want,” or “own” a product. This feature will also help you identify current customers vs. potential ones, based on the expression.

3. The Cover Photo

One of the most noticeable changes in Facebook’s new appearance is the prominent cover photo across the top of pages and profiles. This 840 x 310 pixel, banner-like photo amounts to a lot of free advertising space to promote new products, promotions, events, and anything else creative marketers can think of.

4. More Prominent Posted Photos

Besides the cover photo, photos in general are gaining prominence on Timeline. The new layout allows photos to take up more space than they did on walls, which makes them stand out more on your page. You can take advantage of this feature by sharing photos with your posts to attract more attention to them and to make them more engaging for users.

5. Storytelling

Perhaps the best new feature of Timeline is that it’s set up to tell a story. Since effective communicators tell stories about their brands, products and businesses, this feature fits perfectly into a marketing strategy. Think about your company’s story, and how each of your posts fits into that larger story.

As with any changes in the marketing landscape, those businesses that adapt quickly and learn new ways of leveraging changes into opportunities will come out ahead. Start adapting your Facebook marketing strategy to the new Timeline layout, and let us know about any other ideas you’ve found for using Timeline to its fullest potential.

Image courtesy of creative design agency Arrae

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Posted in Marketing, Social Media | 2 Comments »