The TL;DR February 11, 2019
Before we dive in, we wanted to let you know that starting next week, you can expect the TL;DR on Tuesdays instead of Mondays. We’ll still be providing your industry insights and updates, but now we’ll have a video to go with it! Thanks for sticking with us.
This week we’re covering Facebook’s new targeting transparency, fake influencers, and how to effectively measure your social media marketing strategy.
Facebook Updates Ad Targeting Transparency
As Facebook continues to push towards being considered a “user-first” platform, it’s now allowing users even more visibility into why they’re seeing the ads they’re shown. You can read more here.
- Starting on February 28th, when users click on “Why am I seeing this ad?” they’ll be greeted with a lot more information.
- The updates will tell users who paid for an ad, what biographical details they targeted, and if the users’ contact info was uploaded.
- It will also tell who uploaded the contact info – the brand or an agency partner.
- This means that if you find that someone questionable uploaded your data, you can take it up with Facebook and potentially take action.
- This update puts the onus on marketers to make sure that data is obtained ethically.
How to Avoid Fake Influencers
With influencer marketing becoming more prominent, the likelihood of false influencers trying to take advantage of brands will naturally go up. Here are three ways to help ensure your influencers are the real thing. Read more here.
- Digital Literacy: Check to make sure the influencers you’re interested in have a solid understanding of the social space. Follower count isn’t enough — check and see if their interactions make sense, if their follower/following ratio works, and if their audience is engaged.
- Third Party Verification: Several third-party influencer platforms have started to assist in the influencer verification process. If your influencer is represented by an actual company, that’s a good indication that they’ve been thoroughly vetted.
- Regulation: While this is still a ways off, a recent legal case could set the precedent for this type of enforcement. A New York court ruled against a company that allowed users to purchase followers and engagement, effectively eliminating this business practice in that state.
5 Ways to Measure Your Social Marketing Strategy
What’s a social marketing strategy without measurement? Here are five ways to measure your strategy. Check out the full article on Social Media Today.