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4 Key Takeaways For Marketers From Facebook's Q2 Report... Facebook Friday For Week Ending July 27, 2018

July 27, 2018

Welcome to Facebook Friday, your weekly recap of headlines, news and notes.

MAPFORWARD’S 4 FAST FACTS FROM Q2 EARNINGS REPORT

  1. U.S. and Canadian Facebook visitors provided an average revenue per user (ARPU) in the latest quarter of $25.91, the vast majority from advertising, while the ARPU of Europeans was $8.76, according to figures provided by Facebook. Other markets offer much less value: Asia-Pacific users rack up just $2.61 in revenue, and the rest of the world lumped together, a mere $1.91.
  2. Revenue increased 42% to a whopping $13.23 billion, but the number missed Wall Street expectations and marked Facebook’s slowest quarterly growth rate in three years.
  3. Facebook’s executives also warned a shift toward growing new ad products like Stories, which currently have a lower level of monetization than news feed ads, and moves to give users more choices around data privacy may also impact revenue growth. Advertisers, buckle up for more non-news feed ad updates across Instagram, Messenger and WhatsApp.
  4. 2.5 Billion: The number of people that used at least one of Facebook’s apps (which also includes Instagram, Messenger and WhatsApp) last month.

 

POLICY, PRIVACY & POLITICS

Facebook's Sheryl Sandberg And Twitter's Jack Dorsey Plan To Testify To Senators About Russian Interference (BuzzFeed)

Internet executives are expected once again to face a grilling by lawmakers about foreign interference on their platforms — this time before the top congressional committee investigating Russian election meddling. Leaders will likely testify before the Senate Select Committee on Intelligence in September. 

China Withdraws Approval for New Facebook Venture Within Hours (New York Times)

For several hours, a Chinese government database showed that Facebook had gained approval to open a subsidiary in the eastern province of Zhejiang. Facebook said it would use the company to set up an innovation hub there. Then the registration disappeared, and references to the subsidiary were partly censored in Chinese media. A Facebook spokeswoman declined to comment. 

Facebook Suspends Analytics Firm on Concerns About Sharing of Public User-Data (Wall Street Journal)

Facebook suspended another company that harvested data from its site and said it was investigating whether the analytics firm’s contracts with the U.S. government and a Russian nonprofit tied to the Kremlin violate the platform’s policies. Crimson Hexagon, based in Boston, has had contracts in recent years to analyze public Facebook data for those and other clients. The company says it has the largest repository of public social media posts, totaling more than one trillion.

 

NEW FUNCTIONALITY

New Automatic Advanced Matching in Pixel (Facebook)

Facebook enhanced its existing advanced matching with an automatic version for the Facebook pixel. This version is designed to help advertisers easily leverage their customer data to track more conversions and build larger remarketing audiences.

Facebook Adds Option to Merge Instagram Contacts into Messenger (Social Media Today)

Facebook is rolling out a new option which enables users to add their Instagram connections to Messenger. The integration could also help businesses. It’s not clear as yet if the option will be available to business profiles on Messenger, but if it is, you could use it to merge your contacts to raise awareness of, say, your brand’s Messenger Bot or to spark a more direct conversation with your users.

 

NEWS YOU CAN USE

‘You can sit there and complain’: Inside Facebook’s Marketer Advisory Groups (DigiDay)

Good read on group of marketers Facebook convenes on a regular basis. Today, it has four separate marketer councils — one for clients and media buyers, one for creatives, one for measurement and one for small businesses. Discussions these days tend to be about brand safety, the U.S. presidential election, and third-party data. 

Facebook Releases Latest 'Topics to Watch' Report, Highlighting Key Trends (Social Media Today)

Facebook has released its latest ‘Topics to Watch’ report, putting the spotlight onto the subjects which are gaining significant momentum, based on mention volume, across the network. Some of the trending terms include:  ‘Beach soccer’, ‘paddle boarding’, ‘inning’ and more…

 

OTHER HEADLINES

Google, Facebook, Microsoft, and Twitter Partner for New Data Project (The Verge)

Google, Facebook, Microsoft and Twitter have joined a program called the Data Transfer Project that aims to make it easier to transfer data directly from one service to another without the need to download and re-upload it.

Congratulations, Mr. President: Zuckerberg Secretly Called Trump After The Election (BuzzFeed)

Internal documents show Facebook’s own marketing strategy was influenced by what it learned from its valued customer, the Trump campaign.

Facebook Approves $10 Million a Year for Zuckerberg Family Security (CNBC)

SEC filing following shows allowance covers the costs of security personnel for his protection; the procurement, installation, and maintenance of certain required security measures for his residences; and the usage of private aircraft for personal travel.

 

MTV, Trump, 383M World Cup Fans ... Facebook Headlines From The Week Ending July 20, 2018

July 20, 2018

Welcome to Facebook Friday, your weekly recap of headlines, news and notes.

POLICY, PRIVACY & POLITICS

The Biggest Spender of Political Ads on Facebook? President Trump (New York Times)

A study of political spending on Facebook found that President Donald Trump's campaign and political action committee combined to spend $274,000 since early May, the most of any political advertiser on the platform. The ads have been viewed by at least 37 million since that time.

Facebook to Start Taking Down Posts That Could Lead to Violence (Wall Street Journal)

Facebook said this week it will start removing misinformation that could spark violence, a response to mounting criticism that the flow of rumors on its platform has led to physical harm to individuals in Sri Lanka and Myanmar. Facebook will rely on local organizations of its choosing to decide what may be deemed harmful.

Study: Analysis of Top Facebook Pages Covering American Political News (Media Matters)

Study of 463 leading Facebook pages shows that partisan pages have roughly equal engagement, but right-wing pages drastically outnumber left-wing pages.

 

NEW FUNCTIONALITY

Create Ads on the Go with Ads Manager Enhancements (Social Media Today)

Facebook has added a new suite of creative tools to its Ads Manager app in order to better enable advertisers to create campaigns from their mobile devices. The new tools will make it much easier to build an effective, eye-catching Facebook ad, through the use of simple, mobile-specific tools.

Facebook Tests New Info Labels for Branded Content Partnerships (Social Media Today)

In a nod to transparency, Facebook is now testing new info labels for paid partnerships on posts. If rolled out, a new Branded Content icon would appear on the image of the post, which users would be able to click to get more information about the nature of the brand partnership. This follows suit with the recently introduced labels for political advertising.

 

NEWS YOU CAN USE

Study: Instagram Leads as Influencer Marketing Platform (eMarketer)

In a February 2018 survey by influencer marketing agency Activate, 88.9% of worldwide influencers said they were using Instagram for influencer marketing campaigns more than they did one year ago. Excluding posts on their feeds, Instagram Stories was the most popular tactic used for sponsored campaigns.

Facebook Outlines How it Tracks User Feedback for Algorithm Updates (Social Media Today)

How does Facebook go about soliciting user opinion to inform their decision-making process in this way?

Facebook published a new blog post on the topic which provides more insight into their user feedback methods, and how they’re used in development. Boils down to focus groups and larger scale surveys, often plated up on Facebook.

Facebook Watch Is Struggling to Win Fans (The Information)

Facebook Watch’s audience numbers are reportedly disappointing some of the section’s show creators and Facebook’s own metrics show its midroll ads “have alienated many users.”   

 

OTHER HEADLINES

Report: Instagram May Have 95M Bot Accounts (The Information)

Instagram may have as many as 95 million bots posing as real accounts, making the platform the next frontier in the fight against misinformation, fake news and political propaganda. The publication's estimates are based on a study conducted by researcher Ghost Data.

MTV Taps Influencers to Announce VMA Nominations on Instagram's IGTV (AdWeek)

MTV announced nominations for this year’s Video Music Awards on IGTV, Instagram’s long-form video hub that launched last month. The channel partnered with social influencers on Instagram to reveal the award show’s nominees in original videos.

How the World Cheered Soccor's Finest on Facebook and Instagram (Facebook)

The world came together on Facebook and Instagram, with 383 million people and 272 million people, respectively, interacting across the platforms throughout the tournament.

 
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