Learn how you can use social endorsements statistics in Facebook to your advantage.
You see it all the time on Facebook, "Friend X likes this ad". Until last week advertisers had no way of seeing the affects of this "social endorsement." Facebook announced Social Context, a new suite of metrics for advertisers to use to measure the effectiveness of their ads. The purpose of the new metric is to help advertisers "better optimze ads to increase social percentage and thereby improve the performance of [their] Facebook ads."
In the Advertising Performance Report you'll find four new columns:
You'll also see a Social % column in your Ads Manager.
What does this mean for advertisers?
Facebook is all about networking, and for advertisers, it's about catching the right audience that will spread your ad via word-of-mouth, a.k.a. "social endorsements." Once a user "likes" an ad it appears in his or her friends' news feeds, effectively expanding the reach of the ad. Using Facebook's other reports, namely Responder Profiles and Responder Demographics, advertisers will be able to target an even more narrow audience. It will be interesting to see the correlation between high social impression percentage and CTR.
All in all, this is good news for advertisers and clients alike. Copywriters now have a new metric to think about while writing, and in doing so, the ads will likely be more effective. Clients will see more detailed reports if they're outsourcing Facebook advertising. Contact Adam Howitt Consulting, Inc. if you'd like to learn more about our Facebook advertising services.
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