Inside Facebook
Inside Facebook |
- Announcing Inside Social Apps NY — December 3, 2012 in New York City
- New Facebook platform industry hires: AdParlor, Badgy, Hearsay Social, Unified
- Google acquires Wildfire, maker of social marketing software
- Facebook to introduce additional targeting for page posts, including age, gender, relationship status and education
- Facebook tests bookmarking feature to save News Feed items for later viewing
| Announcing Inside Social Apps NY — December 3, 2012 in New York City Posted: 31 Jul 2012 05:00 PM PDT We are excited to bring our Inside Social Apps conference to New York City. Inside Social Apps NY will be a one-day show where industry leaders will share their insights on optimizing monetization, engagement, and discuss the future opportunities of the social and mobile apps and games. Join us on December 3, 2012! Space will be limited, and our conference in San Francisco sold out well before the event with over 800 attendees. If you'd like to attend Inside Social Apps NY this December, we encourage you to take advantage of early registration pricing – $199 for the first 30 registration – Sign up now. Keep an eye on InsideSocialApps.com for more information as we announce speakers for Inside Social Apps NY in the coming months. |
| New Facebook platform industry hires: AdParlor, Badgy, Hearsay Social, Unified Posted: 31 Jul 2012 03:16 PM PDT If your company is hiring new people or making a notable promotion, please let us know. Email mail (at) insidefacebook (dot) com, and we'll get it into our next post. Also, please note that information about most new hires, below, comes either from the companies themselves or from company updates from LinkedIn. Looking for new opportunities? Check out the Inside Network Job Board, which shows the latest openings at leading companies in the industry. Here's this week's list of hires:
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| Google acquires Wildfire, maker of social marketing software Posted: 31 Jul 2012 11:51 AM PDT
Terms of the deal have not been disclosed, but AllThingsD reports that it could be around $250 million, plus earnouts and employment agreements. Wildfire was widely expected to be acquired this summer, after other major players in the space — Buddy Media, Vitrue, Involver — were also bought. Wildfire is a member of Facebook’s Preferred Marketer Developer program, certified in pages, apps and insights. Co-founders Victoria Ransom and Alain Chuard started the company four years ago focused on building apps for sweepstakes, user-generated contests, quizzes, coupons and incentive-based surveys. In 2011, Wildfire broadened its service offering to include page management and monitoring tools. Besides Facebook management, the platform now allows marketers to manage Google+, YouTube, Twitter, Pinterest and LinkedIn. The company serves clients including Virgin, Cirque du Soleil, Gilt Group and Spotify. It also helps build apps for Facebook’s own use, including the voting app it used for its proposed policy changes earlier this year. Google was reportedly interested in Buddy Media, but that company sold to Salesforce. Now with Wildfire, Google gets a popular platform and large sales team. The Redwood City, Calif.-based company has about 350 people. Unlike Buddy Media, Wildfire doesn’t have access to the Facebook Ads API, but it’s unclear to what degree Google was interested in that aspect of the platform. Wildfire works with Adaptly to provide social advertising services for its clients. In an announcement about the acquisition, Google wrote:
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| Posted: 31 Jul 2012 10:57 AM PDT
This change, which has begun rolling out to some pages today and should be available to all pages within a few weeks, will give marketers more control over how they communicate with their audiences, and may lead to fewer unsubcribers and more People Talking About if fans start seeing more relevant content. Age and gender join the existing targeting options of location and language, but it’s unclear whether interest-based audience segmenting will also be allowed. The social network recently announced that it is deprecating an option to publish updates to users who clicked Like buttons on Open Graph objects around the web, so this upcoming targeting option for pages could be a replacement. We’ve reached out to Facebook for more information about which additional criteria page owners will be able to select for targeting their posts. [Update 7/31/12 11:17 a.m. PT - Facebook did not offer any details about possible targeting options coming to pages. They replied with the following statement, "We are always testing new features across the site. We have nothing further to share at this time."] [Update 7/31/12 11:52 a.m. PT - It seems interest-targeting will not be an option for now. Another marketer tells us these are the targeting criteria that will be available for page posts: - age Page post targeting will only apply to News Feed distribution. All posts will remain visible from the page’s Timeline. This will allow the friends of fans who don't meet the targeting criteria to see stories about their friends Liking or commenting on the post. The change will benefit page owners who want additional controls to tailor messages to different subsets of their audience. If pages take advantage of the feature, users will see more relevant content. This will likely reduce the number of fans who unsubscribe to posts or unlike pages. It could also help pages increase the Talking About This metric by allowing admins to create multiple posts per day without overwhelming fans. Targeting posts by additional criteria will reduce the number of impressions per post, but feedback should increase if content is more relevant to the fans who see it. Facebook has offered the ability to target page posts by location and language since 2009. Page owners can currently select location and language targeting options from the page post publisher by clicking the drop-down menu next
Update 7/31/12 11:52 a.m. PT - Here is an image of the new targeting feature from a guide Facebook has shared with some page owners:
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| Facebook tests bookmarking feature to save News Feed items for later viewing Posted: 31 Jul 2012 10:20 AM PDT Facebook is testing a new option for users to save posts in mobile and desktop News Feed for later viewing, iMore and The Verge have discovered. The feature has not rolled out to all users, but those in the test can bookmark items by clicking “save” on desktop and tapping and holding a story on iOS. If Facebook introduces this to all users, pages could see additional engagement on their posts, especially posts that include links or videos. Often times when users scroll through their feed, they don’t have the time or aren’t in the right environment to read a longer article or watch a video. Previously there was no easy, native way to bookmark these items for later, so pages were likely missing opportunities for fans to view and share their content. We haven’t been able to test the feature for ourselves, but it seems that it will allow users to save stories on either mobile or desktop and then view them from another device by accessing the Saved feed from the Favorites panel on the left of News Feed. Facebook recently hired the team behind Spool, a social bookmarking service that makes web content available for offline viewing on mobile devices, but this new feature is likely unrelated to that deal because saved posts are not optimized for offline viewing.
Images from iMore and The Verge. |
Google today 
Facebook is planning to allow pages to target their posts to new subsets of their audience, including fans of a particular age range or gender, according to a marketer who was briefed by a Facebook representative about the change.
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