The Social network, by its relational nature, relying on the mechanism of interaction, causes a user to view the contents of his influencers, i.e. people, public figures, companies, in whom he has shown an interest expressed through a social action – like, share, comment, click on the post, message on the wall, private chat. The principle is that on Facebook people interact more often with circles of friends, companies, types of news that they like and that are in line with their interests. Secondly, Facebook rewards the content that received the most likes, shares, comments and clicks. In this case it is the engagement rate that increases the potential of a content to go viral as it spreads among users. The latest algorithm update introduced the time factor as a determinant of the contents that populate the News Feed. “The goal of News Feed is to show you the content that matters to you . ” These are the words of Ansha Yu and Sami Tas , Facebook engineers, who communicated the news on the official blog. Now, it is the time we spend reading a news on Facebook that will determine the display of the contents on our News Feed.
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In this way, the Social network demonstrates that it is moving more and more towards a specific and tight targeting of users, starting from the concept of “person” who expresses specific interests and habits and who performs a series of actions on the platform. All these “actions” that users perform translate into information that they give to Facebook which translates it, from an advertising point of view, into diversified possibilities of targeting the audience.
The most interesting, in my opinion: Interests, Behaviors, Connections.
Facebook Interests, Behaviors and Connections-
We will talk about Facebook targeting on another occasion. This leads it to position itself in another area compared to a competitor like Google. If instantaneity marketing is done on Google, positive marketing is done on an emotional basis on Facebook. We will talk about the differences between the 2 types of marketing shortly and the importance of using these two tools together. Here we are interested in understanding how Facebook Positive Marketing works. The principle is that it leverages interests, behaviors and connections starting from a single action, the LIKE, a positive sign in the common imagination, online and offline.
At the base of the strategy of a brand that wants to do marketing on Facebook it is therefore necessary that this concept be assimilated and translated into actions aimed at understanding its target audience, retaining the target and creating quality content. Positive Marketing is based on content. Fans do not buy, they become loyal and to do so you need to make them happy, involve them, give them reasons why they choose to follow one brand rather than another and take a series of specific actions.
The digital investments that will be made on this platform have to do with an action strategy that puts content at the center. The success of a brand is measured in terms of engagement, not so much of views. It is the likes, shares and comments that must be measured, it is the engagement rate that measures the ROI on social networks. The reach (people reached) is important but when a considerable number of people have really expressed interest by choosing to share that post or putting the like. Below is the most reliable and valid one because it considers the number of posts published in the reference period:
The monitoring of the ER is supported by Facebook insights that offer very important information about your fan base and the type of post that works best. From an initial analysis of the insights, different variables will then be crossed, creating an editorial plan rich in diversified content that shows a brand with an inclusive character, aimed at creating a storytelling starting from people and, last but not least, making them brand lovers. All this, over time, combined with an advertising investment.
On the other hand, the difference between brand and brand is precisely this: the brand is a value concept made by people, the brand by logos. And in a perspective that is increasingly distant from traditional sales systems, the only way to be present on Facebook and do it well is to excite, be close to your customers, make a joint speech, break away from the traditional logic of understanding marketing. In other words, it is necessary to listen to the needs, not induce them, which helps the brand to develop a positive attitude, humanizing itself.
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