Social Media Updates – August 2018
Every month, we’ll explore the latest social media updates and trends, to see the new features available across social media platforms. Need help with digital or social? Just drop us a line on email@example.com
Further Transparency to Facebook Pages
Ireland was the first country to see the ‘Info and Ads’ tab for Facebook pages come into effect earlier this year. The feature was implemented to add greater transparency to paid Facebook campaigns, in the run up to to The Abortion Referendum in May of this year.
Rolled out globally in late June, Facebook continues to add provisions to offer more clarity regarding Facebook Pages and Ad Accounts. In addition to this, Page creation dates and recent name changes were also made publicly viewably in a bit to deter unscrupulous behaviours.
Facebook’s latest addition aims to deter ‘poor quality’ accounts that may have access to pages with mass reach. New admin verification will be implemented to admins of pages with a large US audience and will require them to declare basic information, some of which will be shared with Facebook users if querying the legitimacy of a page. This will also be made available on Instagram down the line for accounts with large audiences.
Professional Targeting Options
Facebook have reintroduced professional targeting option, as well as making new levels of audience targeting available. More granular targeting options mean more aligned audiences and more cost-effective social buying across Facebook and their suite of products.
- Page Admins: Behaviours targeting > Digital activities > Facebook page admins
- Employer Targeting: Demographics > Work > Employers
- Job Title Targeting: Demographics > Work > Job Titles
- School Targeting: Demographics > Education > Schools
- Field of Study Targeting: Demographics > Education > Field of Study
On the back of this, Facebook have also announced the removal of multiple targeting options relating to ethnicity or religion
– Native American culture
– Islamic culture
A Facebook statement said :
We’ve removed thousands of categories from exclusion targeting. We focused mainly on topics that relate to potentially sensitive personal attributes, such as race, ethnicity, sexual orientation and religion.
Our review is continuous; the process will be ongoing and we’ll continue soliciting feedback. We take our responsibility to keep advertising safe and civil seriously, and we will keep exploring more ways to make targeting work for people and businesses.
Optimisation across Placements
Facebook recently published their whitepaper on Optimizing Audience Buying on Facebook and Instagram. At 14 pages it goes into methodical detail on placements integration and the correlation with brand uplifts and associated costs. We’ve digested the learnings and are happy to chat about it!
Facebook for Non-Profits
August marks a year since Fundraising for Non-Profits across Facebook, which allows monetisation for certain non-profits and 100% retention of all money raised, paid fortnightly. It has been an incredibly beneficial way for charities to be remunerated online. Over 70k charities have availed of the offering and over 300million was raised in fundraisers in Year One. A charity or non-profit must be eligible and approved from Facebook, for a Facebook user to start fundraising for them. Best Irish examples of non-profits utilising this feature include Pieta House and Ash Animal Rescue. If you’re a non-profit looking to utilise this feature, we’re happy to chat and help you get started.
Facebook Group Pixels
Facebook will soon enable group admins to implement a pixel directly within their Facebook group. Facebook Pages have long suffered at the hands of organic reach, with community managers and admins often bringing followers within a group to try combat reach. With the new inclusion of a group pixel, you will be able to track website use from users within a contained group. Data from the chosen pixel will appear in the Group Tab insights within 24 hours and will be available to the admins of the group along with users with admin access.
Nametags are currently in test mode for profiles which would make it easier to follow businesses/people. Nametags will allow users to create a specific image that users can then scan via Instagram Stories, making it far easier to follow someone you’ve just met.
Desktop Share Option in Instagram
Users can now share a post from Instagram Feed within desktop view. The latest option is available for public accounts only and allows users to directly share the post to Facebook, Messenger, Twitter, Email and copy the link.
A variety of new Call To Actions are being explored by Twitter for their Twitter Card options popular with advertisers advertisers to drive traffic to site while showcasing images and videos. (Via @Hooray on Twitter)
Story Highlight options for users Facebook Stories will soon be an option, similar to the current Instagram option.
Facebook have added an option to enable event organisers with more detailed context and content options for events.
Facebook have rolled out an a new creative shop tool, to encourage greater use of video via existing image assets.
You can send poll stickers in Direct Messages to either just one person directly or in a group thread.
Snapchat launched a boomerang feature.
LinkedIn has added another buying option.
Facebook is testing the option to add URL links into Facebook Stories.
Clare O’Hanlon, Social and Digital
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