21 Feb ü Oughta Know — Facebook Brings Big Data Ads to Any Sized Business, The Worth of a Retweet and Plugg.io
ü Oughta Know is a combination of digital crib notes and marketers’ cheat sheet, bringing you important – and occasionally weird — stories and trends from digital marketing news.
Each week our hope is to help keep your knowledge sharp while providing a delightful craving of classic Alanis Morissette. Here’s what you oughta know:
Facebook Ad Targeting Becomes More Robust
Facebook recently announced ‘Easier, More Effective Ways to Reach the Right People on Facebook.’ Among the changes, smarter location targeting and more robust demographic targeting compliment an ever growing list of target-able interests. These new core audiences include new relationships statuses, job title and workplace as well as important life events.
With this, Facebook becomes an even more relevant platform for not only consumer targets, but for B2B as well. Now, organizations can targeting decision makers by job title in your geographic area. This also shows potential for recruitment efforts with targeting by location, degree and/or current job title. Previously, this business-life targeting was the realm of LinkedIn alone.
This announcement comes hot on the heels of Facebook’s recent announcement of Partner Categories, a targeting option that allows for reaching audiences based on data such as household purchase information, loyalty card programs and vehicle registration data borrowing from big data power-houses such as Axciom, Datalogix and Epsilon.
Rethinking the Worth of a Retweet
How many retweets your content gets may mean nothing. Or it may mean something. That was the news recently when Chartbeat’s CEO said that people are tweeting stories without even reading them. So that follower who you thought retweeted that great content you wrote because it was so freaking brilliant, may not have even read it at all.
Chartbeat CEO Tony Haile tweeted earlier this month, “We’ve found effectively no correlation between social shares and people actually reading.” (That data is here).
HubSpot’s Dan Zarella came to a similar conclusion in 2012. He found that 16 percent of tweets he looked at had generated more retweets than clicks.
But here’s something interesting: Upworthy’s analytics show that people who get all the way through a piece of content are more likely to share than people who don’t read it at all. And the amount of time people spend on a page correlates with whether they come back or not. Chartbeat tweeted Feb. 4: “Did you know visitors who read an article for three minutes returned twice as often as those who read for one minute?”
So here’s the bottom line: People retweet after they haven’t read anything – or after they’ve read everything. That means the number of retweets is perhaps not nearly as important as how long people are actually engaged.
What do you think? Are clicks more important than engagement? Do you share content without reading it?
Tips and Tricks | Twitter Pro-Tools – Plugg.io
There is a clear line between strategically following people to introduce yourself and mass-following by the thousands. Twitter will step in if brands resort to the later high-churn style, but using the follow as a way of introducing yourself and your organization is old hat on Twitter.
So you’ve been strategically following Twitter users for a year, and it’s worked out really well for your building a following. Now, how can you easily manage both the large list of those who don’t follow your brand back, and those who unfollow your brand over time?
Plugg.io is a free Twitter tool for building and maintaining a social media following. While I wouldn’t manage a brand entirely from it, it makes a solid compliment to HootSuite, Buffer, SocialBro or similar tools.
Two features earn Plugg.io a spot in our toolkit.
Plugg.io’s real-time Twitter monitor searches Twitter for accounts matching set criteria such as following, age and topics discussed. While SocialBro and other discovery tools offer this as well, Plugg.io’s real-time nature makes it useful during Twitter chats or for following busy hashtags around tradeshows and events.
Plugg.io also has one of the easiest ‘unfollow’ options of any tool we’ve reviewed. In addition to offering a list of all those you follow who do not follow you back, it offers a simple 2-click unfollow for 1 to 100 unfollows. It also keeps a running ‘white-list’ of accounts you’ve flagged, so it will only list the accounts you intend to unfollow.