Marketing Land's Guide to All Things Facebook

Facebook.com

  • Launched: February 4, 2004
  • NASDAQ: FB

More company news: Acquisitions, Business Issues & Earnings, Legal & Privacy Policy News, Statistics

Facebook Advertising

Over the years, Facebook has launched a number of paid advertising options for marketers, including pay per click options and real-time bidding on display ads, cost per action bidding, promoted page posts and sponsored stories, local offers and coupons, as well as advanced targeting options, including custom audiences and look-a-likes. In June 2013, Facebook announced a new plan to streamline ad units to better meet advertiser goals.

See also:

Facebook Business Pages

Facebook Features

Facebook How To Guides

Related: strategic Facebook Marketing advice, tips and Facebook marketing tactics from our social media marketing columnists.

Related stories about Facebook on Marketing Land:

Facebook Is Testing A ‘Pages Popular In Your Area’ Feature

FB-popular-pages Facebook is testing a new suggestion module on its right sidebar: Pages Popular In Your Area. The suggestion box, first brought to our attention Friday by online media strategist Samuel Edwards of Tenthwave Digital, has been appearing intermittently today for me. Results, as you would expect from an experiment, have been spotty, with pages for Eminem and Lil Wayne -- by no means local for my Costa Mesa, California location -- mixing it up with local restaurant and cupcake providers. And clicking through to the "See All" link -- https://www.facebook.com/pages/?category=local -- takes m [...]


Without Fanfare, Facebook Releases Updated Android App, And It Still Has Chat

fb-new-android Facebook quietly released an updated Android app Thursday, and those attached to the ability to chat within the app will be happy. But that's likely to be a short-lived satisfaction, given confirmed news reports this week that Facebook will eventually remove chat from its mobile apps and force users who want to keep in instant contact with Facebook friends to download the Messenger app. The current update, available now in the Google Play store, isn't remarkable different than the old version. Facebook's very limited release notes say improvements have been made to reliability and sp [...]


Facebook Goes After Like-Baiters And Link-Spammers With News Feed Update

facebook-attack-chase-600 Continuing its quest to improve the quality of content on users' News Feeds, Facebook today announced changes that it said will reduce the visibility of pandering posts and outright spam. Facebook has set its targets on publishers of Pages "that deliberately try and game News Feed to get more distribution than they normally would." The specific abuses? Like-baiting: begging for users to like, comment or share a post (see screenshot above for an especially shameless example). Facebook said users find posts with such calls to action 15% less relevant than other posts attracting sim [...]


Native Mobile Apps May Dominate Now, But The Mobile Web Will Endure

Time spent with apps If you’re lucky enough to be a huge brand marketer with unlimited budgets, what I’m about to say probably doesn’t apply to you. You have the good fortune to focus on providing not only a phenomenal mobile website experience, but a great experience in mobile apps, as well. Not or, but and, as it should be. So, you can feel free to use the contact info below to discuss how to take your campaigns to the next level and stop reading this column. For the other 99% of us, the recent announcement by app analytics provider Flurry that users are still spending more time in apps than the mo [...]


Facebook Moves To Boost The Size Of Ads In The Right-Hand Column

FB-add-new Facebook is increasing the size of its right-hand column ads. The move, announced today in a Facebook for Business blog post, is intended to make such ads more prominent and visually consistent those appearing in users' News Feeds. Here's the new look compared to the current offering: Of note, according to Facebook: Facebook users will see fewer right-column ads. In testing of the new design, it has seen up to three times more engagement with ads. Marketers' Facebook ad production process will be simplified because they will be able to use the same images for News Feed an [...]


Twitter And Facebook Declare #MarchMadness Victories

twitter-ncaa-peak-moments Did anyone win March Madness? No question, Shabazz Napier and his Connecticut teammates were the ones cutting down the nets after holding off Kentucky for the NCAA men's basketball championship. But when it comes to the battle for big event social media supremacy, the clock is still running and the major players are battling for position. Twitter and Facebook each posted social tales-of-the-tape today, touting high activity related to the three-week celebration of hoops. Each social network focused on different metrics, so it's not possible to declare a victor. Still it's instructive [...]


The Drop In Facebook Page Reach Is All About The Competition

facebook-like-600 One key reason that Facebook Pages are reaching fewer of their fans with posts: the number of Pages Liked by the average Facebook user has increased by more than 50% in the last year. That statistic, provided by Will Cathcart, Facebook's News Feed director of product management, in a recent interview with Josh Constine of TechCrunch, is a plausible explanation for the approximate 50% drop in organic Page reach per fan in the last six months, illustrated in this chart from EdgeRank Checker: Constine's detailed explanation of how Facebook determines what to show in users' News Feeds is exc [...]


Google Has 49 Pct Of Mobile Ad Revs, Just 18 Pct Of Time Spent

mobile-payment-wallet-featured Google makes more than its "fair share" of mobile ad revenue based on time spent with Google mobile properties, whereas Facebook's revenues are in line with time spent. That's according to data published by Flurry, relying on ad revenue estimates from eMarketer. The chart below contains eMarketer's global revenue projection for mobile advertising. According to these estimates, Google will bring in more than $14.5 billion in mobile revenue in 2014, while Facebook will generate just under half of that or roughly $6.8 billion. Flurry's report found that mobile users spend 86 percent of [...]


You Can’t Own What You Don’t Pay For (In Social Media)

social-network-data-featured There's been a lot of discussion recently about ongoing changes that Facebook is making to its Newsfeed algorithms and how those tweaks impact brands. Notably, there was the release of a paper by PR agency Ogilvy discussing the notion of "Facebook Zero" and its potential implications, whilst food delivery start-up Eat24, in a more concrete and immediate move, posted a breakup note to Facebook, blaming the same changes. Whilst Eat 24's note, which ends with a threat/promise to delete its Facebook page (it should be gone by the time you read this), it's amusing in a snarky kind of way [...]


Eat24 Sends Facebook Funny “Break-Up” Letter Over Decline In Post Views

facebook-dislike-600 Frustrated Facebook marketers might have found their patron saint. Eat24, a take-out food delivery app, has announced that it is deleting its Facebook page with a very funny Dear John letter to the social network. Dear Facebook, Hey. It’s Eat24. Look, we need to talk. This isn’t easy to say since we’ve been together so long, but we need to break up. We’d love to say “It’s not you, it’s us” but it’s totally you. Not to be rude, but you aren’t the smart, funny social network we fell in love with several years back. You’ve changed. A lot. When we first met, you made u [...]


Study: 30% Of Facebook Users Are Consuming News, But It’s Mostly “Incidental” Consumption

news-headlines-featured After posting an overview yesterday of the Pew Research Center's State of News Media report, we wanted to dig a little deeper into the study's research on social media news consumption. According to the Pew report, three in ten Facebook users get news from the social media site. Even with the relatively high number of people reading news on Facebook, Pew claims Facebook news consumption is an "incidental experience." According to the report, only 22 percent of the people reading news on Facebook believe it is a useful news resource. The remaining 78 percent are on Facebook for reasons ot [...]


Mobile First: Facebook Claims 1 Billion Active Mobile Users, 200 Million On Instagram

facebook-instagram-logos In answering questions about Facebook's $2 billion acquisition of Oculus, CEO Mark Zuckerberg shared a couple of new user stats that show the company's mobile-first strategy is paying off. Zuckerberg told analysts on a conference call yesterday that Facebook now has 1 billion active monthly mobile users. That's up from 945 million in December. Facebook's mobile users surpassed those on PCs in Q4 2012. Instagram's user base has doubled since Facebook acquired the company in April 2012, boasting more than 200 million users. Two years ago, Instagram had 100 million users. Instagram intro [...]


Instagram Surpasses 200 Million Users & 20 Billion Photos

It appears that Instagram and their hefty one billion dollar price tag was one of the most valuable Facebook acquisitions over the past two years. The photo sharing network has officially topped 200 million users who have posted 20 billion photos to date. While Facebook has taken some slack recently for their perception in the young teen market, Instagram has seen great growth in this space. More than 90% of Instagram users are under the the age of 35 and the network is rapidly growing.  Of the total 200 million users 50 million of them have joined over the past 6 months. For the of [...]


Instagram Experiment Dumps Foursquare for Location Tagging & Ties In Facebook Places Instead

Facebook Large It's now been nearly two years since Facebook purchased Instagram for a mere one billion dollars. Before the initial purchase (and in today's current iteration of the app) users input their location of an Instagram photo by tagging the location from information pulled in by Foursquare. According to Fast Company, Facebook is now testing the integration of Facebook Places rather than Foursquare in a test -- with the goal of bouncing Foursquare out of the app. Facebook has been making a big push in the local space and leveraging their own property (Instagram) to push Places only makes sense. N [...]


Facebook Buys Virtual Reality “Platform Of Tomorrow” Oculus For $2 Billion In Cash And Stock

Oculus VR Facebook has just acquired "the platform of tomorrow." The company announced this afternoon that it was acquiring Oculus -- the company behind the Oculus Rift virtual reality (VR) gaming headset and platform -- for $2 billion in cash and stock: Facebook today announced that it has reached a definitive agreement to acquire Oculus VR, Inc., the leader in immersive virtual reality technology, for a total of approximately $2 billion. This includes $400 million in cash and 23.1 million shares of Facebook common stock (valued at $1.6 billion based on the average closing price of the 20 trading day [...]


Facebook Adds More Targeting Power To Lookalike Audiences

facebook-target-aim-featured Facebook announced today it is adding more targeting capabilities to lookalike audiences. Now advertisers will be able to create audiences based on the people who visited their websites, use their mobile apps or are connected to their Facebook pages. Whereas back in the olden day of last week, advertisers could only create lookalike audiences based on CRM data like email addresses, phone numbers and user IDs. The expanded targeting options will give advertisers more opportunities to scale their campaigns while still maintaining a fair amount of targeting control. Here's the rundown of [...]


Questions About The New Facebook Pages Layout? Facebook’s Got Answers.

Facebook-Page-Apps Two weeks ago, Facebook announced a significant update to the Pages layout that turned the presence of Page more personal. The crux of the redesign was that the two column business pages were soon turning to a one column format. This initial image was quite bare and failed to show where Apps and custom tabs were to be located (if at all.) Seeing that the initial release spawned so many questions, Facebook has released their own Q & A on the topic. The answers should help calm the fears of marketers, and here are the Reader's Digest version of their answers: What's on the Left-side [...]


5 Ways To Ease The Facebook Page Organic Reach Blues

facebook-magnifying-glass-600 It’s hard out there for a Facebook marketer. Anyone who manages a Facebook Page feels it. It might be anecdotal, but the anecdotes are piling up and the conclusion is undeniable: Organic reach is down and fewer people who have liked your page are seeing your posts. The ominous headlines hit almost daily, including two from this week: Facebook Is Ending the Free Ride, in which Valleywag quoted a source  familiar with Facebook’s marketing strategy saying that Facebook is in the process of throttling organic reach for Pages down to 1 or 2 percent. A Glut Of Facebook Updates Result [...]


Facebook Sharing Bug Generates Faulty 404 Errors

gamespoterror It's a minor, but annoying bug. Sporadically, when someone tries to share a Marketing Land or Search Engine Land post on Facebook, the social network displays a 404 error. It's not an actual 404 error, mind you. If you click the link, you are taken to a live page with all the great content you'd expect from us. Obviously, no publisher wants to be associated with such error messages. And ours aren't the only sites being hit by the bug, which we first noticed several months ago. Here's how it manifest itself on a post from GameSpot.com today: And here are a couple unresolved bug rep [...]


Facebook: Opportunity For Earned Media Still As Rich As A Year Ago

facebook-like-600 [caption id="attachment_77215" align="aligncenter" width="600"] From left, speakers from Nestle, 360i, Twitter & Facebook discuss social media[/caption] Facebook keeps coming under fire that it's harder for brands to get the free exposure -- "earned media" -- that they once got. But Facebook says it's not so -- it more a matter of adjusting how you measure your earned success. "The opportunity for earned media is still as rich as it was a year ago," said Patrick Harris, ‎director of global agency development for Facebook, on a panel today at the 4A’s Transformation conference [...]


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