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How Facebook is Delivering Personalization on a Whole New Scale

As Facebook becomes more mobile-centric, it’s also becoming adept at laying its customer data over brand data and third-party data to create uniquely customized experiences for its users. In a Q&A, Blake Chandlee, vice president of global partnerships at Facebook, details the power that comes from being able to overlay all that customer information. “Historically, we’ve never had the ability to have the scale of a mass media along with the personalization that digital provides,” says Chandlee.

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How to Create Brand Engagement on Facebook

Brands have embraced Facebook Inc. as a key marketing channel to drive engagement and brand awareness. The question is whether some brand content creates more brand engagement on Facebook than others. A recent study coded more than 1,000 wall posts from 98 global brands, aiming for a better understanding of how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives. This article offers up the results of that study, for brand managers to act on.

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Turning Facebook Fans into Product Endorsers

“If you engage customers,” says V. Kumar, “they go and they get their friends” to try out a product, too. Kumar, of the J. Mack Robinson College of Business at Georgia State University, explains how companies can find their most influential online customers and enlist them to help promote their brands.

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Image courtesy of Flickr user mag3737.
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Using Facebook Helps Customers Solve Problems

MetroTwit is a tool that helps Twitter users track their Twitter feeds, see several columns at a time and easily tweet, reply or retweet. MetroTwit’s managers use Facebook to talk to customers and let them help each other with questions.

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Dethroning an Established Platform

Increasing numbers of companies, whether providing hardware devices, traditional software or software in the cloud, are trying to become platform masters by releasing application programming interfaces that allow others to build software and hardware products or complementary services on top of their offerings. But what can you do when a competitor has already established a leading platform? Learn from Apple’s iPhone, Google’s Gmail and Facebook — and how they overtook earlier market leaders.

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Image courtesy of Microsoft.

Can You Measure the ROI of Your Social Media Marketing?

Effective social media measurement turns the traditional ROI approach on its head: "managers should begin by considering consumer motivations to use social media and then measure the social media investments customers make as they engage with the marketers’ brands."

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