1 / 9

Social media evaluation: Facebook Some tools for managing social media

Social media evaluation: Facebook Some tools for managing social media. MARK 490 Week 2. facebook. Facebook. 10 years old – became a public company in 2012 At the end of Q1, April 2014 1.28 billion active users (log in once a month or more)

yered
Télécharger la présentation

Social media evaluation: Facebook Some tools for managing social media

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Social media evaluation: FacebookSome tools for managing social media MARK 490 Week 2

  2. facebook

  3. Facebook • 10 years old – became a public company in 2012 • At the end of Q1, April 2014 • 1.28 billion active users (log in once a month or more) • 802 million daily users (609 million of them on mobile) • Over 1 million advertisers • Advertising revenues for the full year 2013 - $7.87 billion • Over 50% coming from mobile advertising

  4. So, what is a marketer to do? • Marketers use Facebook for owned, earned, and paid media because…. • “Familiarity breeds acceptance.” Vaynerchuck • “Hard to dismiss a platform as skewing too young, or too experimental, or too trendy, when your niece, your brother, your seventy-two-year-old dad…are on it” Vaynerchuck

  5. Paradoxically, it is the size of the platform that causes the problem for marketers • With that massive amount of content streaming into a users Newsfeed, it is almost impossible to get and keep attention. • Marketers need to understand how Facebook manages the Newsfeed algorithm, called Edgerank • Video from AnnaliseKaylor “Mastering FacebookEdgerank” (29 minutes)

  6. The Edgerank algorithm tweaked to reduce organic reach • Analysis of more than 100 brand pages - organic reach was around 6 percent, a decline of 49 percent from October 2013 • For large pages with more than 500,000 Likes, organic reach hit 2 percent in February 2014 • “Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.” • Marketers being pushed to paid media http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/

  7. Other significant Edgerank changes aimed at reducing spam • “Likebaiting” – asking “News Feed readers to like, comment, or share the post in order to get additional distribution beyond what the post would normally receive” is now being targeted • Frequently circulated content (ie. Reposting of memes etc) • Spammy links (deceptively phrased) • Facebook is encouraging authentic conversation and relationship building not begging or bribing fans http://edgerankchecker.com/blog/2014/04/update-to-algorithm-reducing-spam/

  8. Some tools for managing social media

  9. Some tools to help you manage social media • Tweetdeck • Hootsuite (free and paid versions) • Storify • Klout (free and paid services) • Tweepi • These are just a handful of software tools that you can use for free • We will look at enterprise software for managing multiple accounts in a future class • Fun fact: among the 140 global corporations studied for the “Strategy for Managing Social Media Proliferation” report, they each have an average of 178 different social media accounts.

More Related