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Large implications as Facebook shuts down Partner Categories

This is significant. Many large companies (Fortune 100 type) have their own data sets on customers and potential customers and audiences they’d like to target. They’ve been able to combine that data with Facebook’s or Twitter’s own user data in incredibly effective (and cheap!) marketing campaigns tied to email newsletters and website promotions. None of that really changes here.

What does change is the democratization of that ability to do intensely targeted marketing for smaller companies and groups. Many of my clients, for instance, are nonprofits and churches operating on shoestring budgets but aware of the incredible reach that Facebook provides. Part of that reach had to do with Facebook’s Partner Categories program that allowed for companies or groups to use customer data with 3rd party data sources (Experian, for example) for campaigns at a reasonable cost. That aspect goes away now.

This third data set is primarily helpful to advertisers who might not have their own customer data, like small businesses or consumer packaged goods companies that sell their products through brick-and-mortar retailers.

Source: Facebook is cutting third-party data providers out of ad targeting to clean up its act – Recode

It’s a good move for many reasons and I expect to see many social outlets follow suit (Twitter, for example). However, it does make the playing field that much more complicated for smaller businesses or groups that don’t have the ability to spend hundreds of thousands of dollars on customer surveys and data collections.

This multi-device, multi-channel world that we’re living in presents tremendous opportunity, but the reality is that connecting these experiences is still very challenging. Especially on a budget.

If you automate tweets for marketing purposes, you might want to read this

Back in January, Twitter announced upcoming changes to its service that would discourage use of automation tools for “amplification” of tweets. Now we’re beginning to see the effects of this change.

One of the great things about using Twitter for marketing is the relative ease of “amping” up tweets and causing increased “velocity” which signals to the Twitter algorithms that more followers should see the tweet. If you’re using the default Twitter app on the web or on your device or tablet, you’re not seeing all the tweets of all the people you follow in real time. Instead, Twitter (much like Facebook or Instagram) uses machine learning algorithms to try and determine what you might want to see. That’s still a big revelation to many, but it definitely impacts how we use Twitter for marketing and messaging purposes. Much like Facebook or Instagram, the more people that like or interact with your tweet, the better.

Agencies and social media managers have long used tools like Buffer or HubSpot or HootSuite to manage multiple accounts and cross-pollinate those tweets with likes and retweets to increase velocity.

The beauty of that approach is that it’s fairly cheap to achieve what looks like a successful series of tweets if you’re using stats or variables like “views” or “favorites” as your main metric. The trick is, you shouldn’t. In the marketing world, it’s common to brag to your clients about the number of page views or “engagements” but in reality, those metrics never measure up to much more than ego inflation. What Twitter is doing here is a healthy thing for its platform as it encourages more meaningful interactions and activity on tweets, even in a marketing context.

Unfortunately, I know of so many nonprofits and churches and small businesses that rely on “a kid down the street” or an intern or a “young person who knows computers” to manage their social media accounts. There are numerous scary and telling cautionary tells on the web of companies or churches or nonprofits causing themselves major headaches by relying on inexperienced users of social media to manage accounts because of their age or hipness or perceived credibility. Social media (Twitter, Facebook, Instagram, Snapchat etc) have really become your front door on the web. It’s often how you can best get people back to your site. So treat it with care and make sure the manager knows the best practices. Tools like Buffer or HootSuite allow for groups or companies on shoestring budgets to really make a powerful use of Twitter as a marketing platform. But moves like this show us that the market is changing and users are wising up.

Here are the highlights from Twitter’s changes that have begun rolling out:

Do not (and do not allow your users to) simultaneously post identical or substantially similar content to multiple accounts. For example, your service should not permit a user to select several accounts they control from which to publish a given Tweet.

Do not (and do not allow your users to) simultaneously perform actions such as Likes, Retweets, or follows from multiple accounts.

The use of any form of automation (including scheduling) to post identical or substantially similar content, or to perform actions such as Likes or Retweets, across many accounts that have authorized your app (whether or not you created or directly control those accounts) is not permitted.

Users of TweetDeck will no longer be able to select multiple accounts through which to perform an action such as Tweeting, Retweeting, liking, or following.

Source: Automation and the use of multiple accounts

As always, get in touch if you need help.

Churches and nonprofits should realize that Facebook privacy issues are just the tip of the iceberg

Way back in 2012, I was featured in a New York Times article titled “How To Muddy Your Tracks on the Internet” and offered up this bit as part of my interview (I was teaching Middle School Science at the time):

“The topic of privacy policies and what lies ahead for our digital footprints is especially fascinating and pertinent for me, since I work with 13- and 14-year-olds who are just beginning to dabble with services such as Gmail and all of Google’s apps, as well as Facebook, Instagram, social gaming,” he said. “I have nothing to hide, but I’m uncomfortable with what we give away.”

It feels like we were so naive then, doesn’t it? Perhaps.

Here’s a segment from a great post by Doc Searls:

Let’s start with Facebook’s Surveillance Machine, by Zeynep Tufekci in last Monday’s New York Times. Among other things (all correct), Zeynep explains that “Facebook makes money, in other words, by profiling us and then selling our attention to advertisers, political actors and others. These are Facebook’s true customers, whom it works hard to please.” Irony Alert: the same is true for the Times, along with every other publication that lives off adtech: tracking-based advertising. These pubs don’t just open the kimonos of their readers. They bring people’s bare digital necks bared to vampires ravenous for the blood of personal data, all for the purpose of “interest-based” advertising.

Source: Doc Searls Weblog · Facebook’s Cambridge Analytica problems are nothing compared to what’s coming for all of online publishing

I have no problem admitting that I’m a fanboy of Doc Searls. Search through the 12 years of archives here and you’ll find me quoting or sourcing him many times in posts regarding advertising throughout the years.

This is one of those seminal posts that I feel like I’ll come back to later and want to reflect upon giving newfound insight or knowledge. That often happens with posts from Searls.

What I’m particularly intrigued about here is the 1) action and 2) reaction notion of “NOW WHAT?”. It’s been no surprise to us that work in the marketing and advertising world what’s happened with Facebook and Cambridge Analytica over the last couple of weeks.

In fact, it’s incredibly easy and almost encouraged to use Facebook data to target people to an alarmingly intimate degree. It’s part of the game. I’ve always felt icky about the situation and I’ve more than once steered clients away from targeting users using FB Ad Manager for campaigns that would otherwise have been fine without that element.

It’s been an uneasy compromise for many of us, knowing what we give away in exchange for the enjoyment of friends and family pictures on Facebook. But this isn’t new. We just waited too long to do anything about it.

So where do we go now? I like Searls’ argument for a reader-first method of distinguishing rights and responsibilities for data on the web. Having worked in AdTech circles for 20 or so years now, I’m dubious about the execution or transformation that it will take to bring about such a revolution though.

Aside from the ethical dimension, there’s also the notion of democratization. Love it or hate it, AdTech and Facebook Ads and Twitter ads and affiliate marketing have leveled the playing field for many small businesses and nonprofits who could never have afforded agency rates as we knew them.

Perhaps that’s the lesson here for us all to learn. There needs to not only be profit involved in algorithmic marketing based on user profiles of demographic data, but also ethics.

We all need to do better with our marketing campaigns. However, the genie is out of the bottle to use another saying. There’s no going back to the quaint world of multi-million dollar Mad Men style creative brand advertisements dominating the industry.

I’d posit that’s a good thing. Meanwhile, online news and publishing and business and church and nonprofit sites should do better about monitoring the type of data they collect and pass on to 3rd parties either knowingly or unknowingly.

Churches and nonprofits especially need to heed this warning. Tracking is built into so many website builders and content management systems and email newsletter systems that they use. However, churches and nonprofits turn a blind eye to the reality that now faces them in an era where people are increasingly already turning away from their outreach.

It’s time to take the web (and those you’re looking to reach) seriously.

Google Rolls Out “Mobile First” Indexing Today

Facebook is undergoing serious challenges to its place as a web hub between the public PR crisis involving its role in the mis/use of data related to Cambridge Analytica and the 2016 election as well as its ongoing tweaks to algorithms which now demote business and group pages in preference to users seeing more content from friends and family.

In the midst of that, there’s been a real uptick in the amount of attention that Google search results receive and topics such as SEO and page loading speed as more and more companies begin to reconsider their social media ad spends on Facebook and Twitter. Companies of all sizes are either pulling their Facebook ad buys altogether or crunching numbers to determine the effectiveness of their campaigns.

Suddenly, Google search results and SEO are becoming the new darlings of the marketing and advertising world again. So, it’s important that starting today, Google is rolling out its “mobile first” indexing scheme.

Whether you’re a big company or a small church or a medium-sized nonprofit, it’s important that you take into consideration elements such as how quickly and how well your website loads on mobile devices (if you want to rank well, at least):

To recap, our crawling, indexing, and ranking systems have typically used the desktop version of a page’s content, which may cause issues for mobile searchers when that version is vastly different from the mobile version. Mobile-first indexing means that we’ll use the mobile version of the page for indexing and ranking, to better help our – primarily mobile – users find what they’re looking for.

We continue to have one single index that we use for serving search results. We do not have a “mobile-first index” that’s separate from our main index. Historically, the desktop version was indexed, but increasingly, we will be using the mobile versions of content.

Source: Official Google Webmaster Central Blog: Rolling out mobile-first indexing