Thanks to the Memorial Day holiday, it’s been a little quiet around here. Well, that, and it’s just been quiet in general it seems. Yesterday, though, presented a couple of interesting things in the world of online marketing, mostly regarding Facebook (and no, I’m not talking about Facebook stock falling or the photos that surfaced of Zuckerberg’s honeymoon).
Apparently the social media giant has decided to roll out a couple of new features for pages, which opens up new possibilities for social media managers. The first is the introduction of Promoted Posts, which allow page managers to promote a post in order to extend that post’s reach. With a normal Facebook post by a brand on their brand page, your reach is limited and constrained by Facebook’s EdgeRank Algorithm, which somehow decides who gets to see your posts. A Promoted Post, however, will reach beyond the algorithm, but Facebook hasn’t said just how much further the post will reach. This is also a paid feature, which means marketers and social media managers will need to pick and choose carefully the posts they choose to promote (if any at all). Obviously, for those that have the budget, promoted posts could be a great way to extend the reach of posts that contain links to lead gen pages, Facebook offers, special fan only promotions, etc. The billing works much like the billing for Facebook ads does, in that you set your own price, and that price is good for the lifetime of the promoted post, which is three days. The screen shot below, courtesy and copyright Facebook, shows how to promote your post.
The other change Facebook made to its brand pages is the ability to set different permissions for different types of admins. Previously, everyone listed as an admin had the same rights, which could obviously cause some issues within organizations where multiple people have admin rights to their company’s Facebook page. The new admin levels are Manager, Content Creator, Moderator, Advertiser and Insights Analyst. As the primary admin for Apogee’s Facebook page, I like that I could give different people different permission levels if necessary, and I’m sure many other marketing managers and social media managers probably feel the same way. From the agency side, I can see how the Advertiser and Insights Analyst permissions could really apply to agencies who manage clients’ social media accounts, or at the very least their social paid media. Basically, an Advertiser can create ads and view insights, and an Insights Analyst can just view insights, allowing an agency to create ads and view the analytics without the manager having to hand over full admin rights. To me, that’s quite possibly a win-win. The other cool part about this change? Page managers can now also schedule posts ahead of time directly through Facebook rather than having to use a third party application such as Hootsuite.
In Google news, the search giant unveiled the “new” Google Places–which is now a part of Google+ and will be called Google+ Local. Earlier this year we had a blog talking about Google+ and how Google’s trying to swallow everything up and put certain things under the Google+ umbrella. Apparently Places wasn’t immune to that, and not surprisingly, the move is purely monetary. The other not surprising thing is that Google says this move was also motivated by an ever increasing amount of mobile searches. One cool thing about the move is the integration of Zagat reviews, which will replace Google’s five-star system. the not cool thing? Google’s obviously trying to herd all of us into the Google+ circle and force us to use a service that still hasn’t seen widespread adoption (170 million active users as compared to Facebook’s 845 million users).
And last but not least, in other search news, Yahoo!, once known as a search engine rather than a news aggregate, unveiled Yahoo! Axis, which is a desktop (or mobile) application that allows you to search the web through the app rather than a browser such as Firefox or IE. I haven’t had a chance to play with it yet, but if Axis catches on, it looks like SEOs might have one more thing to think about regarding search engine optimization and the way we search on the web.