What You Need to Know About Facebook--This Week!
At this point, only 16% of a publisher's fans organically see a page post. That's why many would prefer that readers sign up for email newsletters or follow them on Twitter. One publisher said "We are less than happy about this restriction and kind of offended that their proposed solution is to pay them ad revenue to message the users who opted in. Another noted, "You're either spending ad money on Facebook or spending time by working on there; both benefit Facebook."
Ultimately, it seems the problem is that Facebook does not communicate to publishers clear ways or provide numbers to help them improve. For example, with email, you can change tactics such as headings, time of delivery, placement of visuals, etc., but you don't have an equivalent ability to test and experiment with Facebook. "We can't measure our own performance and it's not an empowering effect," was one comment reported.
Facebook continues to be important to publishers' audience-building efforts and many don't see that changing in the near future. The most important point is that anyone building equity in someone else's platform is taking a huge risk.
Facebook agreed to begin showing a little blue "AdChoices" icon on its display ads served through its FBX ad exchange. This development comes after months of complaints from ad agencies and advertisers and is an attempt to satisfy the mission of the Digital Advertising Alliance program.
The icon is intended to provide better notification of behavioral targeting and allow users to opt out. However, the symbol will show up only when users mouse over the gray "x" displayed above the ads on Facebook's right rail. As a result, people not familiar with the feature won't always become aware that ads were targeted using third-party data gathered from elsewhere online. The Federal Trade Commission guidelines call for "clear and prominent notice" when an ad is behaviorally targeted.