Facebook Releases New Report on Customer Friction Points, and How to Resolve Them

POLICY, PRIVACY & POLITICS

The “System Failed:” Facebook’s Outgoing Policy Chief Takes the Fall for Smear Tactics (Fortune)

A week back, a bombshell New York Times story severely tarnished the image of Facebook CEO Sheryl Sandberg by detailing the company’s deflection and smear tactics in the face of scandals over Russian disinformation and Cambridge Analytica’s misuse of people’s data. Now another Facebooker has taken the fall for hiring Definers, the conservative outfit in question. TechCrunch reported on an internal memo by Facebook’s outgoing public policy chief, Elliot Schrage, in which he takes responsibility for hiring Definers to “positively distinguish us from competitors” — but not to pump out fake news.

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Facebook’s Newest Feature Tells Users to Get Off Facebook (Fortune)

Facebook is rolling out a new feature that tracks and tells users exactly how much time they spend on its app, TechCrunch reports. This also comes a week after the company rolled out a parallel time tracker for Instagram. Last year, Facebook cited academic studies and internal research in a blog post that stated, “In general, when people spend a lot of time passively consuming information — reading but not interacting with people — they report feeling worse afterward.”

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Facebook Releases New Report on Customer Friction Points, and How to Resolve Them (Social Media Today)

According to Facebook, 80% of consumers say that the experience a business provides is just as crucial as its goods or services. That’s a key stat to keep in mind, and the focus of a new report from Facebook which looks at customer friction points along the path to purchase. For the report, Facebook collaborated with Boston Consulting Group to analyze friction points, and their associated costs, across industries in the Asia Pacific region.

Big Changes Coming to Facebook’s Messaging Platform (Social Media Today)

As of January 1st, Facebook Pages will need to have successfully been approved for subscription messaging permissions – if not, they won’t be able to send the free messaging type called ‘non-promotional subscription messaging’.

Facebook is shutting down its connected-TV ad network (Digiday)

Facebook’s effort to extend its ad business to the television screen is running into problems. Two years after Facebook extended its Audience Network ad network to the connected-TV market, Facebook is shutting down the connected-TV side of its ad network and will stop selling ads.

Instagram Rolls Out More On-Platform Shopping Options for the Holidays (Social Media Today)

With 500 million daily active users, 80% of whom follow at least one business account, and with the main focus of the platform being on visual elements, it makes sense for Instagram to look to capitalize on its eCommerce potential. Instagram has been developing its Shopping Tags feature for some time, which it recently expanded to Instagram Stories. And now, ahead of the holiday shopping season, Instagram has announced three more shopping tools to help businesses capitalize on buyer intent and interest.

Facebook Rolls Out News Feed Algorithm Update to Disincentivize Controversial Content (Social Media Today)

In a long letter addressing Facebook’s progress in tackling the platform’s problems with user safety and the spread of misinformation, Facebook CEO Mark Zuckerberg has outlined a new News Feed algorithm update which aims to limit the incentive for Pages to share sensationalized content.

OTHER HEADLINES

  • Facebook’s Ads System Suffers Glitch Days Before Black Friday (Bloomberg)
  • Facebook’s Zuckerberg Says He Has No Plans to Step Down as Chairman (Wall Street Journal)

Answers to 3 Common Questions About Marketing on Facebook

Although Facebook has been part of the communications landscape now for more than 14 years, it’s new enough as a marketing platform to be the subject of some good questions. Here are three that we hear often, along with our answers.

What are the primary advantages of marketing through the Facebook platform?

One is its broad reach. There are 2.6 billion people who use Facebook, WhatsApp, Instagram, or Messenger each month. That’s a third of the world’s population! Furthermore, more than 2 billion people use at least one Facebook platform every day. That’s remarkable reach, and harnessing those numbers to make it work for your organization is where the second important benefit comes in.

Facebook also offers unparalleled opportunities to target current and potential customers. Consider Facebook users based on their interests. Create lookalike audiences. If you have steady traffic on your website or good engagement on Facebook and Instagram already, you can remarket to these established audiences. The sky is the limit to dial in Facebook marketing to reach a tightly defined audience.

These two fundamental advantages attract 6 million active advertisers across Facebook, Instagram and related platforms each month.

What are some specific situations for which Facebook advertising is a must?

There are a couple business objectives for which we see Facebook is an essential channel. One is driving revenue through customer experience. We see online and bricks-and-mortar stores incorporating Facebook every day to drive revenue. Think seamless customer experience. This tends to apply more to B2C marketers, but we also see Facebook being used to drive sales for B2B companies, such as industrial parts suppliers. Purchasing managers, design engineers and maintenance professionals are all active on Facebook. Since you can easily reach them, why not sell to them?

Another goal Facebook can support is lead generation. Recent studies have shown that lead generation through tools like Facebook Messenger have a 4X return over traditional email campaigns. While this is an emerging space, thousands of Facebook marketers are running lead-generation campaigns each month to fill their sales pipelines.

What’s a ballpark estimate for a situation in which a marketer can test-drive Facebook marketing?

You can spend just dollars a day. We recommend starting small, optimizing vigorously and then scaling up accordingly. It can take a couple months to develop a good understanding of what advertising message, on the creative and placement levels, strikes the relevancy chord with a particular audience. It’s a very dynamic, iterative and exciting process, and you don’t have to spend thousands of dollars to start trying it out.

Politics, Portal and Privacy Top This Week’s Headlines

POLICY, PRIVACY & POLITICS

Facebook Removed 115 Accounts in the Run-Up to the Midterm Elections (Fortune)

Facebook has removed more than 100 social media accounts to ensure its services weren’t used to influence the election, the company said this week. In its investigation into social media use to interfere with the 2018 Midterm Elections, Facebook found 30 Facebook accounts and 85 Instagram accounts that “may be engaged in coordinated inauthentic behavior.”

Facebook Is the Least Trusted Major Tech Company When it Comes to Safeguarding Personal Data, Poll Finds (Fortune)

Facebook is the least trustworthy of all major tech companies when it comes to safeguarding user data, according to a new national poll conducted for Fortune, highlighting the major challenges the company faces following a series of recent privacy blunders. Only 22% of Americans said that they trust Facebook with their personal information, far less than Amazon (49%), Google (41%), Microsoft (40%), and Apple (39%).

Buying a Portal? Facebook Executive Answers Questions on Privacy (Bloomberg)

The Portal went on sale in the U.S. Thursday. But if people are going to put a Facebook-designed video device in their homes, they’re going to need to know a few things about its privacy features first. Bloomberg asked Andrew Bosworth, vice president of consumer hardware, if he could help clear things up.

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Instagram’s next cash cow: instant Promote ads for Stories (techcrunch)

A new ad type called “Promote” for Stories allows Instagram business pages to show their slideshows to more users without doing much work. Instagram confirms to TechCrunch that Promote for Stories works similarly to Facebook’s Boost option that lets them pay to instantly show their feed posts to more users.

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IGTV hopes for virality with Stories previews (techcrunch)

IGTV hasn’t quite blown up like Instagram Stories since launching in June, but a combination could bring some much-needed attention to the app’s longer form video hub. Instagram launched this week the ability to share a preview image of an IGTV video to your Instagram Story. Friends can tap through to actually watch the full video on IGTV.

Social media growth is over in the U.S. — which is its most valuable market (Recode)

Facebook, Twitter and Snapchat are no longer adding new users in the United States. Facebook’s daily user base has been the same for the past three quarters. Twitter and Snapchat have both lost users in the U.S. or North America, respectively, in back-to-back quarters.

Facebook is separating Workplace from the main Facebook site to appease business customers concerned about security (CNBC)

Workplace by Facebook, the company’s enterprise business, is moving onto a website domain separate from Facebook.com in an effort to build trust with customers and build its brand. The service, which competes with Slack and other enterprise communications services, is used by 30,000 organizations, including Walmart, Starbucks and Chevron, according to the most recent figures Facebook shared in October 2017.

OTHER HEADLINES

  • Instagram Analytics launches in beta; to be woven into Facebook Analytics platform (techcrunch)
  • Facebook properties saw content consumption slide 7% in September, analysis finds (Marketing Dive)
  • Macy’s creates personalized Instagram gift guides for holiday shoppers (Marketing Dive)

Facebook Tackles Attribution with New Platform

POLICY, PRIVACY & POLITICS

Research Suggests that Facebook’s Efforts to Halt the Spread of Fake News are Working (Social Media Today)

According to Facebook, three independent analysis reports – conducted by researchers from Stanford University/New York University, the University of Michigan, and French newspaper Le Monde – have all come to the same conclusion: Facebook’s efforts to limit the spread of fake news are working. 

Facebook Can Now Evaluate False Headlines Separately from False Articles (Social Media Today)

Facebook has this week confirmed that it is now able to penalize false news and false headlines separately, after concerns that the two are not always connected.

Report Finds Facebook’s Political Ad Transparency Efforts Can be Easily Manipulated (Social Media Today)

According to a new report from VICE, Facebook’s recently launched political ad transparency measures, which enable users to see who, exactly, has paid for any political ad on the platform, can be easily misused to falsely represent such data. Facebook rolled out its political ad transparency tools last October, then expanded them to ‘issues’ based ads in April.

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Facebook Launches New Attribution Dashboard to Better Track Facebook Ad Performance (Social Media Today)

Facebook Attribution is a new measurement tool that’s designed to give marketers a more holistic view of the customer journey, both on and off Facebook. It allows users to assess the impact of cross-device behavior, identify best-performing campaigns, publishers, or channels, and determine the estimated incremental impact of Facebook campaigns, all in part due to a new data-driven attribution model.

Facebook’s Testing Video Polls Within Ads (Social Media Today)

Facebook’s running a new test which enables selected advertisers to add video polls to their Facebook ads.

It enables viewers to interact with the ad, with a dedicated poll included to help boost engagement.

Facebook is building Lasso, a video music app to steal TikTok’s teens (Tech Crunch)

Facebook is working on a new app that it hopes could win back the attention of teens while capitalizing on its recently attained major label music licenses. Facebook is building a standalone product where users can record and share videos of themselves lip syncing or dancing to popular songs, according to information from current and former Facebook employees. The app is designed to be a standalone competitor to Musical.ly.

Facebook Announces Messenger 4 (Facebook)

To accommodate the more than 1.3 billion people using Messenger each month, the company is rolling out a new, simplified version of Messenger that brings the focus back to messaging and connecting. The new Messenger experience will be easier to navigate, with three main tabs instead of nine. The opportunities for advertisers on Messenger are not changing as part of this release.

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Q3 Earnings: Facebook doubles down on Stories as revenue growth hits 6-year low (Mobile Marketer)

Facebook reported a 33% increase in revenue for a total of $13.73 billion for Q3 2018 — falling short of analysts’ expectations for revenue totaling $13.77 billion — and the company’s lowest percentage increase in the past six years, according to The Wall Street Journal.

Instagram Stories has Become a ‘box to check’ in all Facebook Campaigns, Buyers Say (Digiday)

That hesitance to advertise on Facebook Stories comes even amid scale. Facebook Stories has 300 million daily active users, the company reported in September. Meanwhile, Snapchat has 188 million daily active users overall, as of August. Instagram Stories is leading with 400 million daily active users, Facebook reported in June.

Facebook Publishes New Report on the Brand Potential of Stories (Social Media Today)

To provide some insight into the potential of Stories for businesses, Facebook has published a new report into exactly that. The report, conducted by Ipsos, incorporates feedback from more than 18,000 people, aged between 13 and 54, from across 12 countries who’ve self-reported using stories on Facebook’s family of apps (Facebook, Instagram, WhatsApp, Messenger).

OTHER HEADLINES

  • Instagram outshines Snapchat as teens’ preferred social media platform, Piper Jaffray says (Marketing Dive) Just 28% of teens reported using Facebook, down from more than 40% two years ago, according to the semi-annual survey of teen preferences.
  • WhatsApp is Finally Adding Stickers (TechCrunch) The company said today that support for stickers will roll out to Android and iOS users over “the coming weeks.”
  • New For App Installs: Retention Optimization (Facebook) Retention optimization is a new optimization type for app install ads that enables delivery of ads to people who are more likely to open your app on either day 2 or day 7 after installing. With four new metrics in Ads Manager, you can also see how your install ads are optimized for day 2 and day 7 retention.