Category: Facebook

Facebook Paper: Is It the Next Big Thing in Social/Mobile?

 iPhone users in the U.S. have already begun using Facebook Paper as an alternative to the typical way to access their Facebook accounts on a mobile device. The no-nonsense repackaging of a user’s news feed into full-screen content that is quickly navigated (and without any sidebar ads or recommendations) feels to many like the way Facebook ought to be.Of course, like every Facebook update, it is often the businesses who are first to adapt to new layouts or features that reap the biggest benefits from them. So should your business be developing plans to utilize Facebook Paper as soon as possible? Is it going to negatively impact businesses? Or is this a non-issue altogether?Does Less Adspace Mean Less Attention for Businesses?Ask yourself when the last time you felt even remotely tempted to click a Facebook ad was. For most people, it might as well be a pop-under or banner ad – it’s just space needed to put more money into Facebook. And even though the capture rate for these ads tends to be extremely low, Facebook won’t be getting rid of them any time soon for this very reason – people keep trying.The way most people interact with and are marketed to on Facebook is through brand connection; that is, by liking brands or by having their friends do so, content creeps its way into the news feed from time to time that may be of interest to each user. And when it is, they “like”, share, and in the best case scenario, they follow the page. Now they’re a member of a captive audience.This kind of marketing is not going to be impacted by the changes in Paper, and perhaps could benefit greatly from it. Now as users are swiping from story to story, they’ll get a full-screen ad for your business, and they’ll be interested to read through with nothing else vying for their attention.Image of Facebook PaperEarly Adoption is Not Always the SolutionMany believe that like Facebook in its early stages, Facebook Paper is more of an experiment than something indicative of a finished product. There is speculation that in later updates, traditional ads will be supported as well, though how or even if that will be implemented remains to be seen. Sometimes the smarter course of action is to sit back and see how these things play out. People might never be using Facebook Paper by this time next quarter.For those who have a lot of text rather than visual presentation, or those who tend not to be trendsetters even if they adopt best practices, Facebook Paper probably shouldn’t even be on the radar. If it becomes a big enough phenomenon, reaches other devices, or ultimately shapes the way Facebook is used on all platforms, then it may be time to revisit the issue.Facebook Paper ImageIt’s a Matter of ImageFacebook Paper is the hot new thing right now, with lots of buzz behind it. If your business is the kind that benefits from being among the first to try out new tech, then there probably isn’t any conceivable harm behind trying out a Paper-focused marketing strategy.If your brand is more conservative, restrained, or just not a hit with the “brand new app” crowd, then give it time, see how things pan out, and check in every so often to see if it’s a good idea yet.But if you aren’t even excited or interested in trying out Facebook Paper for yourself, there probably isn’t much of a reason your business ought to be.About the Author: Russel Cooke is an online writer who spends most of his time researching and sharing new marketing strategies, unified communications, and branding methodologies with other businesses. He also often contributes to the blog of VirtualPhone-Number.com. He is honored to have had the opportunity to share his insights of what Facebook Paper may mean for business with 60SecondMarketer.com’s audience.

Do Facebook Ads Work?

Not long ago, I wrote a post on the 60 Second Marketer blog called The Truth About Facebook Ads: They Don't Actually Work. It created a bit of a stir in the online community because there were a lot of Facebook loyalist who defended the platform and who have actually had some success with Facebook ads.

The post generated over 33 comments, many from members of the 60 Second Nation and some from people who were just stopping by. I love those kinds of dialogues because they highlight what the 60 Second Marketer is all about -- stirring up debates among marketers about the science of marketing.

But on Friday, one of our SIXTY clients asked a question about Facebook ads that prompted me to clarify what I mean when I say that Facebook ads don't actually work.

As stated in the original blog post, Facebook struggles to have relevancy among mainstream marketers like Coca-Cola, Nike and Apple, many of whom have robust Facebook pages, but almost never use the platform for advertising.

So, Should You Abandon Facebook Advertising?

Well, no. And yes.Here's what I mean.If  you're using Facebook as your primary advertising tool, you'll probably struggle to generate the ROI you're hoping for. It's particularly useless if you're driving people to a link outside of the Facebook platform. It's less useless if you're using a Facebook ad to drive people to a page within Facebook. (Facebook likes to keep people inside the Facebook world.)But if you're not using Facebook as your primary advertising tool -- in other words, if it's one of many marketing tools you're using to build awareness and drive leads to your business -- then it's an acceptable platform.In other words, if it's used as an add-on to an existing (and robust) marketing campaign, then it can be perfectly suitable to round-out your overall program.fbThat concept -- not to lead with Facebook, but to use it as an add-on instead, is a quick and easy way to remember the key point I'm making about Facebook ads.Are there plenty of people who have been able to make Facebook ads work? Sure. And many of them will have been incredibly lucky and will have generated a client or two (or more) from their ads. It's also worth noting that Facebook is constantly working to improve and enhance their platform.But if I were a company with a reasonably nice-sized advertising budget, would I spend my money on Facebook ads? No, I'd spend them on about 5 or 6 other vehicles before I ended up spending a dime on Facebook.So, I hope that clarifies things for you. Facebook ads can be useful -- once you've exhausted several other vehicles first. Otherwise, they can be a hit-or-miss proposition. Jamie Turner is the CEO of the 60 Second Marketer and SIXTY a marketing communications agency that works with national and international brands. He is the co-author of "How to Make Money with Social Media" and "Go Mobile" and is a popular marketing speaker at events, trade shows and corporations around the globe.Screen Shot 2016-03-07 at 2.01.28 PM 

Help Us Collect Data for Our Facebook Teen Usage Study

Is Facebook usage among teens starting to slow down? If so, why? And what social media platforms will replace it?Those are just some of the questions we're trying to answer in the latest 60 Second Marketer survey. Can you help us collect the data?If you're a parent of a child age 13 to 18, we'd like to hear from you. The short survey below is designed to be filled out by your child (or by the child's parent). The answers will be collected and distributed in an upcoming report released by the 60 Second Marketer.Please fill out the information below and then press submit. We'll collect the data and release the report in a few weeks. (If you'd like to be notified when the report is released, be sure to sign up for our e-newsletter here.)Be sure to scroll down in order to answer all 9 questions. Thanks for your help!   

Did you answer all 9 questions? If so, thanks! And stay tuned for the final report.