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Inside Facebook

Inside Facebook

Developers can now find out what devices users have to better tailor app content

Posted: 13 Jun 2012 05:35 PM PDT

Developers can now determine which devices a user has and customize their app or game experience accordingly, Facebook announced today in a blog post.

Using the Graph API, developers can retrieve a list of devices that a user has connected to Facebook.

Not only will developers be able to gain insights about their audience, but an app can use this information to tailor in-app content to users of different devices. For example, a canvas game looking to prompt users to download the mobile version can easily determine whether a user should be given an App Store link or a Google Play link.

Developers can also now restrict user-to-user requests based on device by using the "multi-friend selector." For instance, an iPad app might want to present users with a list of only friends who also use Facebook for iPad.

These options could help developers create more relevant experiences that better retain users. Documentation details are available here and here.

‘Facebook Exchange’ retargeting system will bring intent-based ads to the site

Posted: 13 Jun 2012 03:19 PM PDT

Facebook is testing a new advertising system that will allow third-party platforms to place retargeting ads on Facebook after users visit external websites marked with cookies, according to TechCrunch.

The program, called Facebook Exchange, could bring a large influx of new inventory to the social network and give Facebook the intent-based targeting data it previously lacked.

Eight demand-side platforms — TellApart, Triggit, Turn, DataXu, MediaMath, AppNexus, TheTradeDesk and AdRoll — are involved in the test. The program will be more widely available for traditional Facebook ads on the right-hand side of the page within the next few weeks. Facebook Exchange will not apply to Sponsored Stories or mobile ads.

TechCrunch reports that when a user visits a site that has hired one of Facebook’s partner platforms (DSPs), a cookie will be placed on that user’s browser when the person reaches a stage that implies purchase intent. If a user does not complete a transaction, the DSP will be able to bid on retargeting ads that appear on Facebook when the user visits the social network. According to AdExchanger, these ads will go through the same review process as traditional Facebook ads.

After being served a Facebook Exchange ad, users can opt-out of future retargeting from individual DSPs, but they cannot opt-out of the program completely, TechCrunch says. Facebook may also be able to continue to use information from those cookies to target other ads to users, even if they deny DSPs the option to target them this way.

This type of ad program is a somewhat unexpected development from Facebook. Many have predicted that the social network would one day launch its own ad network to display Facebook ads across the web. This move seems to do the opposite, bringing ads based on web browsing to Facebook.

DSPs are likely looking forward to being able to serve ads on Facebook, where users spend an extraordinary amount of time. However, Facebook puts a number of limitations on the size and format of its advertisements, and it remains to be seen whether the creative constraints will affect the impact of a retargeting campaign. Further, none of Facebook’s own targeting options will be available to DSPs, AdExchanger reports. This means that a travel website can retarget a user who searched for a flight through a DSP partner, but it cannot layer on Facebook targeting parameters, such as demographics, Likes or interests.

Traditional Facebook advertisers — those using the self-serve tool or the Ads API — might see bid prices begin to rise as DSPs compete for inventory. Since these DSPs will be retargeting users who have already shown purchase intent, they are likely to be wiling to pay more than advertisers previously have on Facebook.

Overall, Facebook Exchange could be a key way for the social network to improve its effectiveness as an ad platform and increase revenues. The company’s stock has taken a large hit, as investors question its potential to monetize. Facebook shares closed at $27.27 today, down $0.13 from Tuesday. News about Facebook Exchange broke after trading ended.

Facebook has not yet responded to requests for comment.

Facebook prompts admins to re-engage with neglected pages

Posted: 13 Jun 2012 01:36 PM PDT

As part of a continued effort to increase engagement across the site, Facebook has begun emailing some page owners who have not visited or made posts to their pages a while.

Earlier this year we noticed Facebook showing some admins notifications about how many posts and views their page recently received. Now, the company seems to be trying an email campaign that recommends page owners post a new update or photo, fill out components of their page's Timeline or learn about tips and best practices from a video or pdf. An example of these emails is below.

Now that the social network is beginning to hit a threshold of users in markets like the U.S., it has to focus on increasing engagement. There are more than 42 million Facebook pages with 10 or more Likes, but many of these pages are neglected after they fail to pick up traction or page owners have trouble understanding how to get value out of the social network.

These suggestions could be useful start to helping page owners understand what to do to engage fans. As we recommended previously, Facebook should present page owners with more resources, not just notifications about how many views or fans they're getting.

Readers can visit our PageData and The Facebook Marketing Bible products for more insights on how to best use Facebook pages to increase reach and achieve marketing goals.

Facebook now asks for more details when users report fake or abusive accounts

Posted: 13 Jun 2012 12:17 PM PDT

Facebook has updated its user flow for reporting fake or abusive accounts to include clearer options that could improve the level of feedback Facebook receives.

It’s unclear exactly when Facebook made this change, but now when users click "Report/block" from a user's Timeline, they have the option to fill out a detailed report, as seen below. Users can select multiple reasons and confirm their report before sending it. There's also an option to share additional information in a text field later in the flow.

Previously, Facebook presented some of these options under drop down menus that users might not have seen. Now it's more intuitive and efficient to indicate what the problem with an account might be. This is the former report dialog:

Facebook estimates that 5 or 6 percent of its more than 900 million monthly active users are false or duplicate accounts. The social network has a number of systems in place to detect fake accounts, including looking at the rate of accepted and rejected friend requests, but manual user reports are an important part of discovering and eliminating those accounts. We've also heard that if an account is connected to several other accounts that have been reported, Facebook takes that as an indication that the account might also be a fake.

Removing false or abusive accounts is critical for Facebook to maintain a level of trust and usefulness for users. It is also important to give users the sense that their reports have an impact. Earlier this year, Facebook introduced a “support dashboard” for users to track the progress of their reports, and last year the company added several features to help users deal with unwanted photo tags and bullying posts.

Inside Network Happy Hour / PageData Launch in San Francisco Tonight!

Posted: 13 Jun 2012 10:00 AM PDT

Our PageData launch party and happy hour is tonight. Come by, grab a drink with others in the Facebook and mobile app community. At the very least, be sure to check out PageData, our Facebook pages tracking service.

Details are below – see you tonight!

Inside Network Happy Hour / PageData Launch
When: Wed, June 13 – 6 PM to 8 PM
Where: Mars Bar – 798 Brannan St, San Francisco

RSVP here.

torsdag den 14. juni 2012 at 07.20