Facebook Ads and Beyond: What Marketers Need to Know

Do you use Facebook ads?

Are you wondering how paid Facebook marketing can work for your business?

To learn about Facebook EdgeRank and paid Facebook marketing, I interview Jon Loomer for this episode of the Social Media Marketing podcast.
More About This Show

The Social Media Marketing podcast is a show from Social Media Examiner.

It's designed to help busy marketers and business owners discover what works with social media marketing.

The show format is on-demand talk radio (also known as podcasting).

In this episode, I interview Jon Loomer, who blogs about advanced Facebook marketing at Jon Loomer.com. Jon used to do social media work for the the NBA and American Cancer Society before going out on his own in 2011.

Jon shares what efficient targeting means for marketers and the metrics involved.

You'll learn creative ways to generate more business on a minimal budget.

Share your feedback, read the show notes and get the links mentioned in this episode below!
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Here are some of the things you'll discover in this show:
Facebook Advertising
EdgeRank and why it's important

Jon explains how EdgeRank is the unofficial term for Facebook's sorting algorithm.

You don't see everything that's published in your news feed. It depends on your affinity, your connection with specific people and pages, how you interacted with a specific content type in the past and the 'weight' given to posts.

The EdgeRank algorithm as described by WhatIsEdgeRank.com.

Over time, the older something is, the less likely that you'll see it in the news feed. And in a perfect world, EdgeRank helps you see what you want to see.

You'll discover as a marketer what you need to do to make sure your fans see your content and how EdgeRank can help you rise to the top.

Listen to the show to find out what you need to do to encourage your fans to act on your Facebook updates.

Facebook metrics marketers should pay attention to

As a marketer, it depends what your goals are on Facebook. Jon explains that he is a publisher, and when people visit his website, he makes money. So for him, the more traffic the better.

You'll find out why Jon focuses on consumption and a stat called link clicks.

Jon explains that consumption is any type of click, whether it resulted in a story or not. It could be a comment, like or share, but it could also be a photo click, video play, link click or any other click. Remember Facebook records them all.

You'll hear an example of the post-level export lists for all reposts over a given time period. You can look at it post by post, posts that had the most consumption and quantity of clicks.

With a time decay on Facebook updates, Jon shares what you need to do to make sure you reach people in completely different time zones with your most popular links to help you reach a new audience.

Listen to the show to find out the best time to reshare a post, with time decay in mind.

Facebook targeting for marketers

Over the last few months Facebook has made it easy for you to target your updates to different audiences.

Jon explains there are two different forms of targeting. You can target your posts or you can target your ads.

You'll hear why Jon is not a big fan of post targeting. Where Facebook targeting really comes alive is within advertising. Facebook constantly releases something new to make it incredibly powerful.

On the Facebook advertising side, Jon reveals some of the newer things that Facebook has done with targeting.

Last year when the Custom Audiences feature was first rolled out, it allowed you to target your offline customer list with email addresses you'd collected, phone numbers or Facebook UIDs. These are people who have proven to subscribe to your content or bought something from you in the past.

Whether or not they are your fans,