Posts tagged "interests"

But I want ALL of our fans to see ALL of our Facebook posts…

I used to think everything I published on Facebook reached all of my friends, and I assumed the same for Adobe’s brand page content. Heck, I’d bet many of the executives us social media managers report results to think all of our content reaches all of our fans. But alas, it does not.

Earlier this past Fall, there were lots of discussions about EdgeRank, and how brands aren’t able to get their Facebook posts to reach more fans. Some folks suggested Facebook is nefariously dubious in changing their algorithms. I, however, tend to side with Mike from PostRocket on this: Facebook changes their algorithm all the time; they do it to help the user and not to penalize brands or make them spend more. Mike’s advice is good, “Stop complaining and produce better content. Trust me, you’ll be rewarded.”

So let’s assume you are taking great pains to make your Facebook page posts more readable and followable, but you still want to ensure they are reaching as many fans as possible…what can you do?

Take a look at Facebook Interest Lists

Facebook Interest Lists were launched in early 2012. This feature encourages fans to make Interest Lists for pages whose content they don’t want to miss. It’s like a personalized newspaper of sorts, for users to follow certain topics. (Not far off from Twitter lists.)

It’s important to note that Facebook Interest Lists don’t appear to affect EdgeRank (from what our Edelman Digital agency team saw in their research), but it does appear to be a great way for users to bypass Facebook’s auto-processes to ensure they receive all of a company or brand’s content.

Here’s how:

Step 1: On any page, click the gear icon next to the “Liked” icon (lower right of main profile image)
Step 2: Add to Interest List
Step 3: Like, share and interact with the content!

Simple.

Additionally, soon to be everywhere on Facebook (we think…), the new “Get Notification” feature.

This has been available on personal pages but just recently rolled out for some brand/company pages (though not all pages have this feature yet).

When users click to receive notifications from a brand page, they’ll receive both a desktop notification (if on Facebook) and a mobile alert. Great for fans who don’t want to miss a thing, and incredibly useful for social media managers when there are real calls-to-action posts.

Image from Marketing Land

Image from Marketing Land

Is your company doing anything else to help ensure your fans are getting all your Facebook posts? Let us know in the comments.

Interest Targeting Is the Next Step for Brands Advertising on Twitter

By: Asma Stephan

Twitter has expanded their ad program with the use of interest targeting. While Promoted Tweets and Promoted Accounts give brands some ability to target users, the potential reach of these campaigns was limited to Tweeters who shared interests with current followers.

According to today’s announcement on the Twitter blog, interest targeting will not only help brands broaden their reach, but also more precisely target their audience.

For a broad reach, brands can target users using a comprehensive list of over 350 different interest categories, such as Home and Garden, or Style and Fashion or Hobbies and Interests.

This puts Twitter’s ad campaigns in a better position to compete with Facebook’s targeted ad offering, which features a similar checklist of categories. Brands who’ve seen success targeting niche audiences on Facebook would do well to incorporate interest targeting on Twitter.

Alternatively, brands can target a custom segment of specific Tweeters and any followers with shared interests. They can specify any relevant Twitter handles associated with the product, event, or initiative the brand is interested in promoting in order to reach a tight-knit network of Twitter users.

Targeting a set of users this way offers an especially provocative possibility: allowing brands the ability target their competition’s followers.

Though Twitter hasn’t released any hard data about the success of interest targeting, they report promising results, saying:

“[Beta advertisers] have seen significantly increased audience reach; others have creatively defined custom audiences to reach a very specific set of users. Across the board, they are seeing high engagement rates because they are reaching users who are interested in their content.”

Precisely reaching an audience with highly customized, highly targeted promotions is the holy grail of social media marketing. Twitter’s latest offering could prove to be a huge step in the right direction for brands.

What is your take on Twitter’s interest targeting? Do you already use Promoted Tweets and Promoted Accounts? Does this launch make you more likely to create a Twitter marketing campaign? Tell us in the comments below!