Facebook has launched social metrics, a new tool that helps marketers understand the benefits of adverts that include social context from people’s friends on Facebook.
There is now a new column called “Social %” in the Ads Manager, which shows the percentage of ad impressions that were delivered with social endorsements.
Social context is the sentence in the ad that shows people which of their friends have liked or engaged with the Facebook Page, event or application.
Facebook said that these new metrics will allow marketers to understand the impact social context has on their marketing on Facebook and better optimise future campaigns to maximise the number of ads people see with social context from their real friends.
Facebook advertisers can find the new social metrics on the Reports Tab in the Facebook Ads Manager.
Marketers will be able to see the number of clicks, click through rate and percentage of impressions from ads with social context.
Research from Nielsen shows that people are 68% more likely to remember the ad and twice as likely to remember what the ad said when they see a friend has interacted with the ad on Facebook.
For more information the Nielsen/Facebook report can be found here: http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/.
To protect users’ privacy, Facebook said it never shares names or other personally identifiable information with advertisers. Because Facebook adds the social context on its end, people can see the names of their friends without Facebook having to share that information with the advertiser.
You can read more on the announcement here: http://www.facebook.com/notes/facebook-ads/go-beyond-the-click-to-discover-whats-really-valuable/491670400129
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