Digital Net Agency

How To Combine A Call To Action In Your Facebook Creative

Shaun Hinklein — Tue, 14 May 2013 12:25:09 +0000

Facebook brand managers already know that as Facebook chose to unveil Timeline they were going for a more visual approach to the social network. With this increase in importance in visuals brands and marketers alike took advantage of the real estate as much as they could and with this came the mighty hammer of Facebook’s terms of service. Rules were written up to ensure this image would not be nearly as captivating as it could be and how its content would have to directly relate back to the messaging of the page.

Fast forward to this month and we’ve seen Facebook loosen the reigns for businesses in establishing campaigns for their cover photos. Businesses are now able to insert calls to action and a website, address, and contact information directly within the Facebook cover photo. There are still specific text restrictions (such as poor messaging and profanity), but brands can utilize the digital real-estate more effectively this way.

It’s also important to remember the March 6th addition to the Facebook TOS pertaining to the cover photo, and that is that text may not take up more than 20% of the entire Facebook cover photo. A Call To Action is fantastic, but this is Facebook’s way of making sure the brand doesn’t go overboard. Agencies and creative resources should work hand-in-hand to optimize this media according to these rules as they also apply to all Facebook paid advertising (with the exception of sponsored posts).

So given this new opportunity for Facebook managers what would the most optimal way to encourage a call to action using the Facebook cover photo? Well the first thing to acknowledge is that this photo can be changed regularly and this is perfect incentive to schedule unique photos with unique call to actions depending on revolving offers, sales, or content promotions. Having a general call to action all the time (the most common being a request for a like) defeats the purpose. As this user is already on the timeline they are likely to convert into a subscriber.

The focus should be on promoting content and features that the social media campaign contains they would not be able to view otherwise unless exploring the account. Using the cover photo as a window to this content allows them more information to make an informed decision whether or not to integrate with the brand.

Whether the brand is introducing exclusive content within another application or tab or this content is easily accessible scrolling down; in the beginning the unique user will land on the timeline photo. Consider this your landing page in every respect to convert them. It is true that their visit does suggest an organic like, but it is not guaranteed. How much value can you offer this user within this space without overbearing them with numbing requests and offers?

Remember this is social media and focus on the social experience. Use this opportunity to create a compelling call to action embedded within quality content to advocate to the user your brands value. The call to action is quite important, but in the end it is the quality that remains the key factor.

Instagram Enables Tagging Privileges To Users To Increase Content Outreach

Shaun Hinklein — Thu, 09 May 2013 12:29:16 +0000

Social media managers will know that visual content will always outweigh text posts. The more visually engaging a brand can be whether through a photograph, infographic, or a video the more likely their audience is to connect with them and share content. Users themselves tend to share more visuals than just text as they connect to their network more efficiently this way. Facebook’s owned app Instagram is no exception as friends document themselves, others, and their events consistently.

Now Instagram users will be able to add all the photos they have tagged within Facebook including themselves and other users. When a user uploads a photo to Instagram they are given the option to tag the photo with an Instagram username and respective handle of where they are (similar to check-in technology FourSquare). Once the tags are confirmed and the photo is uploaded the content will also sync with a users Facebook account and be displayed within their new photos of you section.

Instagram’s syncopation with Facebook comes at no surprise as more brands embrace Instagram creating their own content blended with user-generated content. The ability to showcase the media from this network to a larger database of users on Facebook increases the networks influence and overall outreach. Brands will also be able to crosslink Facebook and Instagram users given the content will be originating from one of the two networks. Just because it is shared on both platforms doesn’t mean a brand needs to publish it from both allowing them to choose to focus on either their Facebook campaign goals or their Instagram community growth.

Only a user of a photo (the one who took the image originally) may begin tagging users and brands, however, the tagged entities need to confirm this tag to prevent any Instagram user from bombarding random accounts. Security measures have been taken to protect brands from inadvertently sharing inappropriate content while migrating to the tagged syncopation feature between Facebook and Instagram. The feature is private until May 16th, but what brands can do to take advantage of this is create albums and shared files of content ready to be synced between Instagram and Facebook. Brands who know of this merger can begin tagging themselves in other users photos and encourage their audiences to tag them as well. The increased outreach will lead to organic follower acquisition in networks the brand could not have reached otherwise.

As May 16th draws closer brands can establish their strategies to connect with new users and their ability to tag their page. Gathering a targeted social media audience is a goal that never ends for a social media manager. This opportunity will help those with active Instagram and Facebook accounts to further their reach and gain new fans through content.

Utilizing Facebook’s Image Changes For Brand Managers – What To Know

Kaitlin Kochie — Thu, 02 May 2013 13:54:32 +0000

As a Facebook brand manager one of the priorities in maintaining a great community and presence is user engagement. The natural evolution of Facebook has become increasingly focused on featuring visual content that has proven to yield a superior level of user-engagement and enhances a consumer’s overall experience.
With photos emerging as the more attention-grabbing medium, brands have harnessed their visual assets to broaden reach and increase interaction. In doing so, photo size and quality has become just as important as the content itself.

Over the past year, it’s been the size that counts after Facebook began implementing cosmetic changes to personal accounts and brand pages alike. As consumers increasingly gravitated towards visual representation, brands took note and developed social media strategies revolving around photos and graphics. The main hurdle was, and still is, learning how to adapt image-heavy social media content to the constantly changing photo-sizing guidelines.

While sharing a poor quality photo on a personal Facebook page may not carry much stigma, a poorly-sized or low-quality photo could instantly hurt a business or community due to the reactiveness of its members. Taking time to assure quality is of high caliber sends audiences the critical message that its fan base is valued.

Facebook’s latest cosmetic update promises a “much more vibrant and colorful” user-experience which will see images taking center-stage on consumers’ newsfeeds and timelines. Soon-to-be-extinct are the days when witty text precedes a fabulous product or lifestyle image. Instead, photos will now expand to consume accompanying text so that the message begins to appear within the photo itself.

While the switch undoubtedly accommodates consumers’ attraction to visually interactive content, brand managers must now focus their efforts on how to make photos speak without letting text get in the way.

Since images will be at the forefront of Facebook, their ability to draw the consumer in will become more important than ever. Proper sizing and quality is another increased necessity as the new format will call for added dimension considerations. Images that were once optimized to appear neatly in page timelines will now begin to have their own accompanying text sabotaging their aesthetics. In some cases, the top 66px of the image will be covered by a heading and link, blocking a significant portion of whatever is being shown. It’s important to note considering content will have to be edited in order to not be covered by standard Facebook messaging. That said the concept of optimizing for specific sizes is not new in social media and as long as brands are aware it shouldn’t be a problem.

Currently, there is a waiting list for those who wish to preview the cosmetic changes before they go public over the next few weeks. Social media managers should take advantage of this early opportunity to get acquainted with the new format. Everyone will soon want to ensure that they are showcasing proper techniques to their audience and avoiding the last minute scramble to readjust social media strategies.

Why You Need a Digital Agency

Aaron Baker — Tue, 30 Apr 2013 12:33:14 +0000

Successful Internet marketing isn’t as simple as it used to be. Just a few years ago, it was possible spend long hours debating whether or not your company should handle a large-scale online marketing campaign internally or seek expertise from an outside digital marketing agency. Today, that question has largely been settled: You need a digital agency to get results.

The Complexity of Today’s Online Marketing Environment

To call today’s online marketing landscape complex is an exercise in understatement. The number of marketing channels you could potentially tap to get your message out is staggering. Facebook, Twitter, LinkedIn, YouTube, Pinterest, AdWords, Affiliate Marketers, Email Marketing, PPC, and SEO/SEM best practices immediately come to mind as platforms you might need to take advantage of, and there are many others I didn’t mention.

Consider also the proliferation of consumer devices. Once, customers were tethered to their desktop PCs or hand to drag an unwieldy laptop with them whenever it was time to go mobile. Today, to reach those same customers, our campaigns must also be optimized for tablets, smartphones, and even Internet televisions. Each one of those platforms and devices requires a different form of expertise. Staffing your marketing department with top talent in each would easily become cost prohibitive.

It’s Not Just Personnel That Is Expensive

While no marketing campaign can succeed without great people involved, it’s also true that those people can’t do their jobs effectively without access to the right tools. They need SEM campaign management software, tagging and attribution tools, DSPs, analytics and reporting modules–and none of that comes without cost. Digital agencies leverage those costs across a spectrum of clients. For individual companies, however, investing in all those technologies can require daunting expenditures. In many cases, it might be more cost-effective to let a search engine marketing agency take on those capital outlays.

So, how do you decide what marketing tasks to keep in-house and what you need to outsource to a digital marketing agency? To answer that, you need to consider three questions.

1. Where Do You Excel?

When a portion of your campaign coincides with a competency that truly defines your company, keep that function in-house. For example, if your company always finds a marketplace advantage because it understands how analyze complex metrics and take appropriate action, let your marketing agency handle the creative side of things while you handle the reporting.

2. Who’s on Your Marketing Staff?

While it’s true that it may be impossible for most marketing departments to keep experts in all facets of digital marketing on staff, it’s also true that the people you do have on staff possess expertise in certain areas. Leverage that talent instead of handing over everything about your campaign wholesale to an agency.

3. How Much Will Doing It In-House Cost?

Working with an outside vendor requires paying that vendor. It might be tempting to avoid some of those costs by keeping work that you can do at least competently in-house. Still, it’s important to ask, can you do that work efficiently? What will the tools cost? Most importantly, what are the opportunity costs? Will your team be spending time on work it can do satisfactorily instead of the tasks they have the strengths to do excellently?

DNA Offers ‘Google Affiliate Network’ Merchants Complimentary Migration Services and Special Terms with Affiliate Networks

Aaron Baker — Thu, 18 Apr 2013 16:18:58 +0000

DALLAS, Pa., April 18, 2013 /PRNewswire/ – Digital Net Agency, Inc. (DNA), a leading performance-based digital agency, today announced that its affiliate management division is offering Google Affiliate Network Merchants complimentary network migration to the partner network of their choice, effective immediately. In addition, DNA has negotiated with its premier network partners to waive network launch and transaction fees during the migration, as well as to offer flexible contractual terms to match those previously provided by Google Affiliate Network. DNA’s program offer comes in the wake of Google’s announcement that it will leave the affiliate marketing business and shut its network.

“DNA stands at the forefront of the Google Affiliate Network issue, working with our network partners to help address the needs of affected merchants — starting with the waiving of all traditional migration fees, no matter how complicated the migration, for any new DNA affiliate management clients,” said DNA CEO Aaron Baker . “In addition, we have arranged preferred contractual arrangements with our premier affiliate network partners that waive affiliate network launch, integration and transaction fees during the migration process, and offer flexible contractual terms that match Google Affiliate Network terms.”

Baker also noted that, unlike most of the top tier networks that are challenged with strained resources, DNA has the enormous bandwidth – and experience – needed to effectively perform multiple simultaneous migrations, as well as the in-house capabilities to instantly begin these migrations. The DNA team has handled over 1,000 migrations, including complex migrations for multiple premier brands and, as the leading affiliate management agency for premier brands, DNA has one of the most experienced and tenured teams in the industry.

“As a full service digital agency, DNA’s hands-on, in-house team is poised to migrate Google Affiliate merchants to any of our partner networks, including Pepperjam Exchange, Commission Junction and Linkshare. We are able to support network migrations with a complete slate of management services, assuring a smooth, seamless and ultimately profitable transition for both advertisers and affiliates,” said Samantha Morris , DNA’s VP of Affiliate Marketing. “We see this as a terrific opportunity for impacted advertisers to turn a negative into a positive. We can clean up their existing programs as they move forward with key affiliate partners and because of our advanced business intelligence technologies, we can facilitate rapid new affiliate recruitment and program optimization enabling advertisers improved revenue and ROI, and affiliates to achieve greater levels of revenue than ever before.”

DNA, which has offices in Pennsylvania, New York City and Raleigh, NC, was founded by, and is staffed, with a team of veterans from Top Digital Agencies. The DNA team has helped hundreds of advertisers – from start-ups to Fortune 500 brands – manage the most complex online marketing programs in the world. Dedicated to putting talent, research, technology and proven strategies at the forefront of its business, DNA offers unique pricing models to metrically-align its partnerships with advertisers.

DNA’s complimentary migration program will only be offered until May 31, 2013 and requires the engagement of DNA’s affiliate management services. The program will include:

Migration to the affiliate partner network platform of choice
Hands-on network migration execution and client support from the DNA team
Preferred agency pricing with top tier networks which may include:
- Waiver of launch and integration fees
- Waiver of transaction fees during the migration process
- Contractual and pricing match with current Google Affiliate Network arrangement
Brand protection to ensure client trademarks aren’t being abused by affiliates within the search engines.
One-of-a-kind recruitment approach so clients can see which affiliates are working with their competitors.

Interested merchants can contact DNA for a network landscape showing the benefits of each network atsales@digitalnetagency.com or by calling 1.866.DNA.1275 x706.

About DNA

Digital Net Agency, Inc. (DNA) is a leading performance-based digital agency offering a full slate of services including Affiliate Management, Search Engine Optimization, Search Engine Marketing, Social Media, Brand Protection, Brand and Website Development, and CRM Management. Founded by a team of veteran search and affiliate marketing experts from Top 10 digital agencies, DNA is dedicated to partnering with clients to fuel growth while delivering maximum accountability through its performance-based models. DNA is based in Dallas, PA, with offices in New York City and Raleigh, NC.

Media Contact:
Melanie Webber , mWEBB Communications, 424-603-4340, Melanie@mwebbcom.com

SOURCE Digital Net Agency, Inc.

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DNA’s Samantha Morris on Migrating Your Program From Google Affiliate Network

Samantha Morris — Wed, 17 Apr 2013 19:03:03 +0000

Having managed affiliate programs since 2000 for many big brands, I’ve had the opportunity to work with amazing brands: priceline.com, Gap Inc, Wynn Las Vegas, Snapfish and more.

I’ve seen smaller networks come and go, others have merged – remember BeFree (the BFAST system) – I actually enjoyed some of its features! Now that Google has announced it is terminating their network, many advertisers are being left without a home.

Our team has executed over 20 GAN migrations in the past 3 months alone – we have a streamlined process to make it simple for the advertiser and the affiliate. Despite the hassle of a migration, we also see it as a great opportunity for your program to be cleaned up. Perhaps legacy managers had the program on auto-approve or, like many, you have thousands of affiliates and only 50 are generating viable traffic.

Don’t forget the affiliates! While the advertisers are freaking out about loss of revenue for this important channel – don’t forget – there are affiliates who are strong, established companies who are going to feel the same effects of changing hundreds of links.

You have an important decision to make and you need to make it NOW! As an advertiser, we know the emails have started arriving since we too are receiving them from teams who haven’t done the proper due diligence in reviewing your program and the team managing it.

Their message is simple: we can migrate your program – we are amazing – we offer the best migration services.

Our message is clear: we protect your brand – we will help ALL affiliates during the migration – we will perform all testing needed – we have directors who have all managed big brands from Sears to 1800Flowers, Inc.

As an advertiser, this doesn’t have to be stressful for your team. Keep your business running, Mother’s Day, Graduation and Father’s Day plans moving and we’ll handle the rest!

Click here for additional information about our complimentary platform migration services and to have a DNA team member contact you.

Advertisers and Affiliates Scramble as Plans to Shutter the Google Affiliate Network are Announced

Aaron Baker — Wed, 17 Apr 2013 18:49:03 +0000

Google has officially declared that the Google Affiliate Network is will no longer be with us. Google claims they are winding down the Google Affiliate Network after a re-evaluation of their current offerings resulted in a decision to shift their focus to other products they say “will have the biggest impact for our advertisers and publishers.”

This will of course result in the virtual eviction of hundreds of advertisers who are now finding themselves looking for a new home for their affiliate program.

In addition, the fact that hundreds of Advertisers will be moving to new networks in the near future means that those network affiliates are already preparing for a flood of new opportunities and new offers. Those Advertisers that can get moved over, who migrate the fastest will be able to take the greatest advantage of the network focus on the opportunities to build those new relations. But those that move too slow are likely to find the affiliates already exhausted with process, and buried under link building tasks.

So how to move quickly? Unfortunately affiliate program migrations are notoriously tricky, with mistakes often causing long periods of down time, reduced sales, and affiliate attrition. Any migration can benefit by being conducted by migration experts. When the migration needs to happen quickly, as these do, it is an absolute must that it be conducted not only by a team with deep experience with the process, but one familiar with evaluating the current and future needs of the programs and assisting in all aspects of the choosing a proper partner.

Advertisers who have been using Google Affiliate Network will have gotten used to the benefits of true enterprise level solutions. Now with Google Affiliate Network’s departure, advertisers are left with 3 logical choices to migrate to: PepperJam Exchange (PJX), Commission Junction (CJ) and LinkShare (LS).

Fortunately, there are options for advertisers who have found themselves in this precarious situation. Digital Net Agency’s affiliate management division specializes in program migrations exactly like this and as one of the largest affiliate management agencies in the country, DNA has unique relationships with all 3 of the major affiliate networks that are the best choices to move to. And with more than 1000 successful migrations over the last 10 years from platform to platform, Digital Net Agency’s team understands the intricacies of how to navigate advertisers through this process and can ensure a seamless transition. DNA can manage the entire process and we have also negotiated special terms with our premier network partners.

Some of these special terms include:

Waived launch, integration and/or start-up fees.
Waived network transaction fees during the migration process.
Contractual and pricing terms will be matched to what the advertiser’s current Google Affiliate Networks terms are.

We understand the difficult times these advertisers may be facing and we hope to help as many advertisers as possible in their time of need. And that is why we have one of the most tenured teams in the industry with average experience of over 10 years in affiliate marketing, led by Samantha Morris (Read more about Samantha’s Affiliate leadership here: http://digitalnetagency.com/leadership-team-dna/) If you are an advertiser affected by the closure of GAN, we can help you with the migration process and with ongoing affiliate management services to take your program to new heights.

Click here for additional information about our complimentary platform migration services and to have a DNA team member contact you.

Drive More Revenue by Arming Your Affiliates Properly

Samantha Morris — Tue, 16 Apr 2013 12:56:58 +0000

Nothing should make you happier than paying your affiliates. After all, their commissions directly correlate with the revenue they drive your way. So, if you’re involved in any facet of affiliate management, it’s in your best interest to arm your partners for success.

And you do that by providing information.

Think about it: When a publisher signs up for your affiliate marketing program, they have a lot of work to do. If the affiliate is a quality partner, they’ll realize that without easy access to guidelines and information, they won’t be able to properly promote your products and could even harm your brand. Instead of an evangelist or brand advocate, you wind up with a timid promoter—at least until their questions get answered.

Fortunately, this particular affiliate program management problem has an easy solution: Build a portal that gives your affiliates easy access to all the information they may need. Yes, there is a risk that competitors might find this information and start probing for ways to steal your market share, but let’s be honest—if you’re taking reasonable security precautions to limit access to the portal, the benefits should outweigh the risks every time.

So, what should your affiliate information repository contain? Ask your current affiliates! Reach out to your most successful partners for their input and be sure to ask the lower performing affiliates too. Given the right tools—the ones they are likely to ask you for—the latter group represents a significant source of potential revenue growth.

Some of the answers you are likely to see include:

• Branding and Marketing Guidelines: Easy-to-digest instructions on using your logo and trademark – creating a consistent brand image through fonts, colors, and messaging.
• Marketing Collateral and Product Information: Brochures, sell sheets, product comparisons, etc.
• Copy: Pre-approved text for store and product descriptions, offers, etc.
• Graphic Elements: Banner ads, logos and email marketing templates – if you allow for affiliates to utilize this method of promotion.
• Digital Tools: Data feeds, widgets and code snippets, APIs, and anything else useful for site automation. Search widgets are key for both the travel and electronics verticals
given the vast number of results and product skus.
• Program Information: The most current version of your promotions, offers, contests, and—of course—program terms and conditions. It is also important to note if your affiliates will be compensated for mobile and tablet purchases, offline purchases and those via other payment solutions such as Google Checkout and PayPal.

The best affiliate marketers make this kind of information available as a matter of course. They understand the value in providing these tools and that doing so positions affiliates to maximize the revenue they drive to merchants. Providing such in depth information also shows partners you are committed to their success, creating loyalty and enthusiasm—two qualities foundational to your program’s success.

There’s just no downside to providing quality information to your affiliates—they should be consider true partners in your success plus, you’ll enjoy writing bigger commission checks every month!

Google Plus and Youtube Solidify Google’s Postion in Social Media

Aaron Baker — Thu, 11 Apr 2013 13:00:13 +0000

When you think social media marketing potential, is the first platform that comes to mind Google? If it isn’t, perhaps you need to think again.
While Facebook, Twitter, and LinkedIn can all lay claim to extremely large and established user bases, many leading companies seem to be willing to bet on the growing reach of GooglePlus as they develop this year’s social media strategies.

It’s easy to understand why.

Nearly 135 million users are active on the network, representing a sizable audience no self-respecting marketer would pass by lightly. Still, that number is a bit deceptive—on the low side.

In reality, over 500 million people have upgraded to Google Plus, and 235 million of those users are active in the network via Google’s other web properties. As they surf the web or browse Google Play, they are +1’ing pages and apps. In Gmail, they are taking part in Hangouts.

In response, a full 75% of top 100 brands now maintain a presence on the network. Of those, nearly 59% post regularly. Instead of relying on a token, inactive GooglePlus page to hold their place on the network, these companies recognize its value as a robust, promising social media channel in its own right.
In other words, the crew in Mountain View are overseeing the successful integration of Search and Social.
Of course, it doesn’t hurt that Google is also the proud owner of YouTube.

For top brands, the video sharing site has unexpectedly proven to be an effective way to reach out to consumers. In fact, 87 of the top 100 brands that maintain a presence on YouTube have been rewarded with a staggering combined 3.15 billion views.

Of those, 718 million of those views belong to Google—the top brand on YouTube, and 535 million belong to Redbull. The next runner up was Samsung, which managed to amass 160 million video views.

Perhaps more interestingly, some brands have also been successful in securing user subscriptions. When RedBull, Google, Apple, and Nokia (among other brands) post a new video, legions of followers know about it. And, as any good old-school direct marketer would tell you, the money’s in the list.

Carrying the logic of merging search and social to the next level, Google has been hard at work rolling out improvements in the way that GooglePlus works alongside the YouTube slider, weaving the two networks even more closely together.

Many brands now feature links to their Google Plus page on their brand website, and many promote GooglePlus links right alongside links to their normal homepage. Many brands are also seeing their GooglePlus page make a strong showing in their SERP rankings.

So, what does all this mean for your search engine marketing efforts? If you haven’t tested the waters on GooglePlus, now is the time to give the channel a try. Not only is it an excellent tool for engaging users directly, but its tight integration with other Google properties (including YouTube) allows it to offer SEO advantages too good to ignore.

Facebook Removing Friends Of Fans Analytic

Shaun Hinklein — Tue, 09 Apr 2013 12:57:57 +0000

What This Means For Facebook Campaigns…

Facebook brand managers will notice that come July 10th there will be one less analytic within their page insights. The ‘friends of fans’ analytic will be removed in an effort to optimize Facebook insights. Quite a bit has changed since introducing the friends of fans metric; the most notable change is Facebook introducing the concept of EdgeRank. Here is what you need to know now that the metric is gone.

The total number of your friends of fans was never very useful to begin with in terms of creating an actionable social media strategy. This number consistently fluctuated based on the total like count of a page. Its sole purpose was to allow page managers a look at their estimated fan growth if all of their current ‘likes’ were to acquire their networks onto their page. We now know that this is impossible due to Facebook’s EdgeRank algorithm which showcases content to only a selected percentage of fan bases, therefore this total number of friends of fans is irrelevant.

The analytic was attractive for smaller businesses as with an engaged, but small community seeing a goal could inspire strategy. The problem with this was the strategy would be based off an unobtainable figure that changed literally everyday. Removing this within insights allows a more in depth approach into post analytics and how audiences are responding to content they have seen. This will increase engagement, further develop a brands EdgeRank score, and ultimately increase frequency and reach leading to like acquisition.

Before the implementation of the EdgeRank the friends of fan metric could be looked at as completely obtainable, and even though a strategy wasn’t completely built around this number, the fact that affinity wasn’t a determining factor implied a 100% reach rate of content all the time. Where we know now that it is impossible to reach all 100% of a fan base with an organic post (as sponsoring it can prove otherwise) it was not common knowledge then. Affinity plays a huge factor in determining the realistic outreach of friends of fans. To be more accurate, what is measured now is the friends of fans who have a high enough EdgeRank in order to have a positive impact on the brand. Because of this difference the total friends of fans number is rendered practically useless.

As Facebook makes these changes to their Insights and their Insights API its becoming clear that they are working with advertisers in collecting data. That said this is vital proof that without an action plan and setting an obtainable goal within social media brands are only flying blind wasting ad dollars on fabricated metrics. It becomes imperative that a strategy be in place with a clear understanding of the desired outcome given the technology or network that is being utilized.

The “friends of fans” metric will still exist within the Facebook ad platform as targeting these users directly allows for further engagement given their correlation with the brand. Thankfully the targeting within the Facebook ad platform allows advertisers to see the real number of people who’ll see the ad. If this were the number broadcasted within Insights originally social media strategies might have adapted to EdgeRank a bit quicker.