Facebook marketing weekly review (April 18th 2014)

Posted on April 18, 2014 by

FacebookNews300x300-2We start and finish this week’s Pulse with two excellent Facebook advertising articles. Many of you will also be interested in the revealing facts uncovered by a recent study of the Facebook newsfeed algorithm. Discover the two little words that could be the secret to your page’s success and kick start your Facebook strategy with some advice on the planning phase of the process.

To any of you planning a chocolate-centric weekend – Enjoy, and thanks for reading!

 

 

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#1 Facebook Conversion Tracking Vs Google Analytics

Author: Jon Loomer, Jon Loomer Digital

Why read this article?

Many Facebook marketers use Google Analytics to measure and analyse their website traffic. They also use Facebook Conversion Tracking to measure the success of their Facebook advertising campaigns. The fact that the conversion figures reported by each platform rarely match is the cause of much confusion. Jon Loomer talks through the reasons for the discrepancies in this really insightful article.

What’s the PULSE on This?

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  • Jon says that one reason for the discrepancy may be that you are tracking the wrong page. This would result in inflated results when compared with actual conversions. If you are tracking check-out’s, make sure to include your tracking pixel on the thank you page
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  • When Google tracks traffic from Facebook, it does so in a straight line. So when you send people from your ad – website – conversion, Google will track this activity in a straight line as a conversion from Facebook. This is also the case if you use a Google custom URL
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  • The difference with Facebook reporting is that Facebook will track two things:

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    • When someone has viewed and converted within one day
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    • When a user clicked on your ad and converted within 28 days.
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  • If you really want to set the parameters for Facebook Ad conversions, Jon recommends that you access the ad reports, click edit columns where you can define your conversions. Here are examples of your options:
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  • 1 day after viewing ad
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  • 7 days after viewing ad
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  • 28 days after viewing ad
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  • 1 day after clicking ad
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  • 7 days after clicking ad
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  • 28 days after clicking ad

>>Read the full article

 

 

#2 Surviving the New Facebook Newsfeed Algorithm

Author: Sonja Hegman for Inside Facebook

Why read this article?

A recent study has shed some light on the recent changes made to the Facebook algorithm and how those changes are impacting on brands. The study looked at 5,000 brand pages and covered the period between August 2013 and March 2014. The findings should provide significant insight for brands on the way forward.

What’s the PULSE on This?

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  • If you want to survive Facebook’s algorithm you need to create and share exceptional content that fans can share and engage with. You need to reach the newsfeed and the best way to achieve this is fans engaging with your content.
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  • Having a smaller and highly engaged fan base is often better than simply focusing on big numbers of fans. Your fan activity will prove to Facebook that your fans love your content and engage with it, so Facebook will deliver more of your content to those people.
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  • The article recommends that you put less emphasis on posts including a Call to Action. Focus on content that will evoke an emotion and reaction from your fans

>>Read the full article

 

 

#3 Build Loyalty & Engagement with Two Little Words

Author: Ravi Shukle for Post Planner

 Why read this article?

Some of the most successful brands on Facebook have tens of millions of fans. What can we learn from what these brands do that makes them so successful? Ravi gives some great examples of how two little words can make all the difference, even to a small business page.

What’s the PULSE on This?

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  • The key to a really successful Facebook page is the relationship that you build with your fans over time
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  • Thanking your fans may seem like a simple step, but it really makes them feel good and you’ll find it generates genuine loyalty. Ravi suggests a few ways you can thank your fans:

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    • Share with fans when you hit a milestone in your business. They are part of your journey too; thank them for their help with getting you to where you are.
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    • Thank fans for participating. Cater to the fans you have, not the ones you wish you had
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    • Thank your fans for their ideas and feedback. This is a really great way to build a relationship and get ideas from the people who want to hear from you and care about your brand.

>>Read the full article

 

 

#4 A Simple Guide to Planning a Facebook Strategy

Author: Amanda Webb, SpiderWorking.com

Why read this article?

Any successful business endeavour starts with a good strategy. So, do you want to develop a Facebook marketing strategy for your business? This is the first in a series of articles on the subject, and deals with the planning phase. It’s always important to start at the beginning and work your way forward! Are you ready?

What’s the PULSE on This?

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  • Do you have a broad target audience? Amanda recommends you segment it so that you can identify which audience is on Facebook.
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  • Create content that makes your customers’ lives better by solving their problems. Your audience will really value and engage with it.
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  • 27% of people like pages on Facebook because they want to share their interests and lifestyle with friends. Keep that in mind when you are crafting your Facebook posts
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  • Write one sentence that defines what your Facebook page is about. Doing this will make it easy for new fans to connect with you straight away
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  • If you want to build a relevant audience and grow a list you need to run regular campaigns and contests. You should also use Facebook advertising to amplify your content

>>Read the full article

 

 

#5 Check Out the Latest Improvements at AgoraPulse

Author: Sébastien Gendreau, AgoraPulse

Why read this article?

We are pleased to announce the latest improvements here at AgoraPulse including new features such as the option to take out an annual subscription, new tools and bug fixes. Our app is now also available in Norwegian!

>>Read the full article

 

 

#6 [ebook] Addressing Facebook Zero: A New Era

Author: Paul Sutton, Future Comms

Why read this ebook?

In the last couple of weeks, rumours have started to circulate that a further update to the Facebook newsfeed algorithm will reduce organic reach to just 1% to 2% in the very near future. Facebook Zero is a term coined by Social@Ogilvy, and refers to the end of free Facebook marketing. Could it be that Facebook Zero, the point where organic reach is at, or very close to nil, is imminent?

This ebook contains the varied views and opinions of Facebook marketing experts across the globe on this very important subject.

>>Get the ebook

 

 

 #7 Why Segment Audiences for Facebook Retargeting?

Author: Anita Avram, FBPPC.com

Why read this article?

Advertisers can retarget visitors to their websites with ads on Facebook using Facebook Exchange (FXB) or Website Custom Audiences (WCA). Many advertisers create a general list and retarget all visitors to their website. However, your website may sell very different products and services. Find out why and how you should segment your audiences for Facebook retargeting.

What’s the PULSE on This?

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  • If you want your re-targeting to be effective, start by tailoring your audiences and segmenting your website visitors. To re-target properly you will also need to sort your lists by product or service.
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  • It’s really important to think about the kind of website visitors you are attracting. Use this information to focus on what they may be interested in before you start writing your ad copy
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  • There is a competitive advantage to building a comprehensive strategy based on both the different market segments you want to target and the products/services you want to sell. Segmenting by target market and by product or service will help you to retarget easily.

>>Read the full article

Did we leave anything out? Why not let us know what you think of this week’s roundup? “Like” us on Facebook and leave your comments and if you would like to know more about your page reach, check out our cool [free] tool