Facebook began testing a new feature this week that allows advertisers to insert ads into users’ news feeds, even if the user isn’t a fan of the brand’s Facebook Page. Previously, Pages could only reach non-subscribers through Sponsored Stories or by placing ads in the sidebar. If the new Facebook Page post ads are permanently adopted, they would allow a Page with no fans to buy their way into millions of news feeds instead of growing a fan base the old-fashioned way – good news for brands with a small Facebook community, but a guaranteed way to piss off businesses who spent a lot of time and money earning and buying Likes.
Right now Facebook is conducting a very small test of the new ad model, and promises not to overload the news feed with ads. We’ve heard that promise before with Sponsored Stories and Promoted Posts, but not all Facebook users feel that promise is delivered. The fear is that users will be turned off by the barrage of ads they’re being served, and businesses will lose their hard-earned engagement.
“Facebook users who now find their stream inundated by a larger number of brands and organizations, and less updates from their friends and intimate network, may find less value from prolonged engagement and interaction on a platform that is over-run with spammy’ updates,” wrote digital marketing strategist Greg Harned in a breakdown of the new Facebook Promoted Posts feature introduced recently.
“The bottom line is that Facebook is treading in very dangerous territory and is at risk of alienating a large portion of their audience who don’t actively ‘Like’ brands but now find their stream inundated with marketing messages. Marketers and advertisers will have to be very careful with the voice and content they are posting,” Harned cautioned.
Luckily, we rounded up a lot of Facebook marketing tips this week to help you avoid this disconnect. When you’re done, check out this week’s top picks for the best marketing news of the week from our sister sites, TMMPDX and Thoroughly Modern Marketing.
Facebook Marketing News – Best of the Week
Facebook Expanding Reach of Page Post Ads, TechCrunch
Brands looking to expand their reach on Facebook may soon be able to target new users via page post ads.
The social network has begun testing a process that allows companies to specifically aim their advertising toward the newsfeeds of Facebook users who are not already a fan of the brand page.>>Read More
7 Facebook marketing myths that will sink a campaign, iMedia Connection
Facebook Best Practices
3 Best Practices for Facebook Sponsored Stories, Huffington Post
Master List of Facebook Marketing Links, Jon Loomer (blog)
New Facebook Features
Other Facebook News
Facebook Dominates Social Media in Mexico, eMarketer
From Facebook Advanced
Free Webinar: Facebook Marketing Cheat Sheet, Jimmy Mackin
August 22, 2012 @ 1 p.m. EDT
Are you in real estate? Jimmy Mackin will hose a FREE webinar full of tips, resources and product reviews for real estate pros. Space is limited.
Facebook Marketing Intensive Workshop @ SMX East, from aimClear
October 1, 2012
From killer Facebook ads to essential organic community management tactics, this all-on intensive training will increase your confidence and ability to dominate the world’s largest social network like a true cutting-edge marketer. Seating is limited, so register now!
Facebook Success Summit 2012, from Social Media Examiner
October 2 – October 23, 2012
This online conference features the world’s top Facebook marketing experts sharing their tips for helping your business quickly implement effective Facebook marketing strategies and tactics so you can gain more exposure, build a more loyal following and grow your business. Register early and get 50% off!
Free Webinar: The Science of Facebook Marketing, HubSpot
October 4, 2012 @ 2 p.m. EST
Interaction on Facebook is a science. In this webinar, HubSpot’s social media scientist, Dan Zarrella, will discuss the sociology of the Facebook community and the scientific way of leveraging marketing opportunities on Facebook. This webinar will cover:
- The behavior of demographic groups on Facebook
- The sociology of the Facebook community
- The difference between men and women’s interactions on Facebook
- Scientifically proven ways to get your content shared on Facebook