Tag: social media advertising

Facebook obtains social media marketing “influencers” patent

The largest social network in the world has patented tech to identify those whose influence is the most powerful.

Facebook is always looking for a new way to monetize, particularly when it comes to the lucrative area of social media marketing, and now it has started in yet another direction as it has patented technology that will allow it to spot the top “influencers” among its users.

This is all a part of Facebook’s broader strategy to keep ahead of what its users want while they use the site or apps.

Once it has determined what its users are into at any given time, then the next phase of its social media marketing strategy is to discover those people who will purchase such a user base. It can therefore successfully market content that its users will be able to discover and share. The outcome is that groups of consumers are formed for interested marketers to be able to target. The big data analysis at Facebook has given the company the ability to identify the individual users who are most responsible for creating the largest responses in a group; the “influencer”.

The company has now patented the codes necessary to discover the influencers who give social media marketing the most potential.

Social Media Marketing - Facebook patentThe patent for this marketing technology was first filed in 2011by the head of Ads at Facebook Inc, Andrew Bosworth. The company was able to obtain the patent only a week later. It is somewhat similar to other patents that are held by other industry giants such as Microsoft Corporation, Yahoo! Inc., and Google Inc. According to many analysts, the Facebook patent is especially ingenious for “Influencer Marketing”.

The marketing code from Facebook differs from that of other giants in that it provides a highly simplified method of spotting the celebrity influencers. The analogy from the company is that it finds the “expert”, first. That account will then encourage a share from the influential celebrity, creating a number of follower sharing explosions that are quite strong in themselves. The competition’s social media marketing strategy is more focused on the size of an influencer’s connections or the strength of that influencer’s followers.

Social media marketing over mobile must be very personal, Facebook

The head of mobile advertising has shared that these ads must be exceptionally relevant to consumers.

Jane Schachtel, the Facebook head of mobile and technology and global vertical marketing has explained that when it comes to social media marketing over smartphones and tablets, advertisers have to take that extra step to make sure that consumers are being treated as individuals and not as an overall general group.

The explanation was that mobile devices themselves are highly personal, so ads have to be, too.

She explained that as smartphones and tablets are very personal devices, social media marketing conducted over that channel must also be carefully personalized for the individual recipients. Though this does appear to be quite the significant effort, the reward for marketers that take this step is equally large. According to Schachtel, only about 2 percent ($16 billion) of the total glabl advertising spend is going to be put aside for mobile in 2015.

This means that mobile social media marketing has a considerable amount of room for growth.

social media marketing - personalShe explained to the Mobile First conference audience that “This presents a huge opportunity.” She pointed out that the relationships that people have with their mobile devices has become much more complex and profound. Schachtel expressed that “People used to go to the mobile web to find one specific thing,” and added that “Then came the feed. … Now people discover, they share.”

When device users do this, they provide a considerable amount of information on websites – including Facebook – that can be utilized by mobile marketing companies in order to learn more about the individual what they want, what they like, and what they do not like.

That said, she also stated that “no one company has all the data.” Even Facebook doesn’t have all of the information that would be required to know everything about each individual consumer. Instead, there remain “ a lot of companies with a lot of data.” Therein lies the true challenge of mobile social media marketing. These various kinds of information must be carefully combined in order to be able to fully target and personalize the ads that consumers are receiving on their mobile devices.