Facebook “Like” Button Helps Marketers Target Messages
Facebook recently announced the next generation of developer tools for social media applications. While the tools may be aimed at developers, they clearly have implications for global marketers and international brands.
In a nutshell, the new Facebook social media plug-in tools aggregate information across multiple social media platforms from Pandora to YouTube to provide a graphical representation of information along common themes. For example, when a person selects a “Like” button on one site, using tools to collect the information through Facebook, marketers can see an overall picture of people who like a certain product or style of music. That will make it easier to target certain kinds of advertising messages on Facebook.
Whenever a person clicks to “Like” something they see on the Web, that information will go into their Facebook profile. While it may help marketers target advertising within Facebook, we can see how it may also raise some questions in the public’s mind about being tracked so consistently across the Web. Here’s what Facebook’s Bret Taylor, head of Facebook Platform products, had to say about it on a Facebook blog post:
First, the Web is moving to a model based on the connections between people and all the things they care about. Second, this connections-based Web is well on its way to being built and providing value to both users and developers — the underlying graph of connections just needs to be mapped in a way that makes it easy to use and interoperable.
Benefits to Marketers
eMarketer’s blog included an interview with Mike Murphy, vice president of global sales at Facebook, who explained the benefits of the new Open Graph API, Like button and other social media plug-ins for marketers.
Murphy said the new tools will help marketers in four ways:
1. Simplify coding. Marketers can add a Like button to their page by dragging and dropping one line of code.
2. Aggregate information. Marketers can gather information about things happening off Facebook — on their Web pages, their landing pages, their microsites, the contests they do—and bring them to Facebook.
3. More personalization. The information collected through Facebook’s Like feature will make it easier for marketers to personalize their websites to the information that interests their customers.
4. Better engagement. The viral possibilities and ability to influence social media campaigns will be more successful as a marketer’s fan base grows.
How do you think the new Facebook social medial plug-in tools will affect your brand marketing online? Tell us what you think.
Filed under: Advertising Management, Digital, Networking, social media | 4 Comments
Tags: facebook, like button, plugins, social media, targetting
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