The Platform Programme – 11th February 2016
Facebook launches new audience targeting tool for organic posts
Facebook now allows Page owners to target their organic posts to specific audiences.
When a user “likes” a Page on Facebook, they will only see a small percentage of posts by that Page.
English-language Pages can now use the Audience Optimisation tool to increase and decrease the likelihood of individuals seeing particular posts.
Page admins can access the Audience Optimisation tool by clicking on the cross-hairs icon next to the Publish and Boost Post buttons.
This will bring up a box that allows Pages to specify a Preferred Audience and Audience Restrictions.
The Preferred Audience section allows Page admins to type in target interests. This means that if a follower has indicated that they like this interest on Facebook, the post will be more likely to appear in their news feed. Page admins can see which interest tags contributed to a post’s engagement by looking at Audience Insights.
The Audience Restrictions section allows Page admins to limit the number of people who can see a post by excluding people who don’t fall into the specified criteria. Posts can be restricted by age, gender, location and language.
Facebook says that although the Audience Optimisation tool doesn’t increase organic post reach, it does increase post engagement. And over time, as users see posts that are more relevant to them and engage with them more regularly, it may well lead to an increase in organic post reach as the Page’s posts are shown more regularly due to a user’s past engagement with them.
Twitter launches new advertising format
Twitter has launched a new advertising format.
Conversational ads allow advertisers to post a tweet containing 2 call-to-action buttons with customisable hashtags for users to choose from, similar to the Polls feature it released at the end of last year.
When a user clicks on one of the call-to-action buttons, it will generate a pre-written tweet for them, including the hashtag buttons, to share with their followers, allowing a brand’s message to be shared with a wider audience.
To use the conversational ad feature, Twitter advertisers have to get in contact with their account team.
Weibo launches new analytics platform
Weibo has developed a new analytics platform.
Weibo is one of the most popular social networks in China with 212 million monthly active users, and is a micro-blogging platform similar to Twitter.
The analytics platform, called Weibo Data Center, was developed with the help of Socialbakers and is available in Chinese and English.
It allows verified businesses to analyse followers by age, gender and location; identify which followers engage with and share their content the most; identify whether other companies’ posts are paid or organic; and see advanced metrics for the previous week, month or quarter.
It also intends to introduce advert management in the next few months.
Marketers who have verified business accounts and want try out Weibo Data Center can access the platform through the Weibo website.
Facebook launches live video tool in US
And finally, Facebook has released a live video tool in the US.
US users can broadcast live videos on Facebook by clicking on Update Status and choosing the Live Video icon.
Before going live, users can select the audience who will be able to view the video and write a short description to describe the video content.
Once the user is broadcasting live, they will be able to see the number of people watching the video and any live comments that viewers are posting.
After filming has finished, the video can either be deleted or kept and posted on the person or Page’s timeline.
The feature is available to individuals, public figures and verified Pages using iPhones. It is currently only available in the US, but Facebook is set to expand the feature to the rest of the world and to Android users in the near future.
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