This is something that has caused a lot of confusion – and panic among Facebook users since Facebook made the announcement.
While the standalone Facebook Analytics tool will no longer be available after June 30, 2021, the good news is that you will still be able to access Facebook’s native Insights platform.
Social media consultant Amanda Webb has made a helpful video to explain the difference between Analytics and Insights and what you need to know about the change.
You’ll feel much more reassured after watching this video. And do take some time to check out Amanda’s other videos – she is brilliant at explaining social media and giving viewers confidence to try something new.
Facebook has introduced two new tools aimed at helping advertisers to reach people who are more likely to take valuable actions towards your business objectives.
The first, value optimization, enables advertisers to optimize their ad campaigns based on purchase value data passed through the Facebook pixel. Value optimization works by using the purchase values sent from the Facebook pixel to estimate how much a person may spend with your business over a seven-day period. The ad’s bid is then automatically adjusted based on this estimation, allowing campaigns to deliver ads to people likely to spend more with your business at a low cost. Value optimization will roll out to eligible businesses over the next few months. Businesses can access value optimization when they create website conversion ad sets that are optimizing for purchases in Ads Manager.
The second, value-based Lookalike Audiences, allows you to include a value column in your customer list, which you can then use to reach new people that look like your highest spending customers. Facebook introduced Lookalike Audiences over four years ago to help marketers reach people likely to be interested in a business based on people who have visited their site or customers added from a Custom Audience.
As Facebook explains:
While Lookalikes are a powerful tool to help grow a customer base, businesses often want to grow specific cohorts of their audience based on the value to their business. In order to provide a more effective solution to do this, we are rolling out value-based Lookalikes globally. With this enhancement, advertisers are no longer limited to creating small groups of audiences based on their spend or LTV prior to creating a Custom Audience. Now, they can include a value column to their entire customer list, which Facebook can use to create an additional weighted signal for people most likely to make a purchase after seeing your ad. Value-based lookalikes can be found across all objectives in Ads Manager or Business Manager.
And advertisers on Facebook will soon have more control over where their ads appear, as Facebook is rolling out several tools aimed at providing more transparency before campaigns go live. The latest updates will provide advertisers with a list of publishers up front to show where ads might appear via Instant Articles, in-stream ads within Facebook and across the Facebook Audience Network. This will help provide more transparency for advertisers before campaigns instead of only after. While the tools are now in beta they’ll be rolled out over the course of this year.
Facebook Graph Search, which will make the ROI of a Facebook following as easy to measure as SEO efforts on Google. Welcome to the new era of SEO: instead of links and keywords, it’s “likes” and “check-ins” that will get your business to the top of the search results.
Almost half of Facebook followers of your brand expect a customer service component.
Consumers are expecting brands to provide customer service options in their social networks. A survey conducted by Oracle found that online users of social networks expect pathways to customer service from the social media site. The expectations include click thrus to customer service departments and instant messaging.
Forty-six percent of Facebook users expected brands to provide customer service options through the social network. Twenty-nine percent of blog followers expected customer service options compared to just seventeen percent of Twitter followers.
Not only do consumers expect customer service options, they also expect quick responses. Over half of Facebook users and eight out of ten Twitter users expected responses within 24 hours or less. Social media is always on and responses to concerns and issues are expected quickly.
How much is too much? There is a common, and intuitive, assumption that brands should not post too frequently, or they will annoy their audience, who in turn will be become less receptive to their messages.