Facebook as a Marketing Platform
Social networks, and Facebook above all, have grown from places to chat with fans into environments where business marketing thrives. To help brands use Facebook to target and engage their audience, here are the key terms, as they were used when this article was written.
Canvas Page
A landing page inside Facebook where marketers run their apps: games, contact forms, contests or data collection. They can be promoted through posts, Twitter or email, and work on mobile too.
Custom Audiences
Target people on Facebook using email addresses, phone numbers or Facebook IDs you already have. For example, reach shoppers who abandoned their cart, or win back newsletter unsubscribers.
Facebook Exchange (FBX)
Retargeting based on browsing behaviour: if someone viewed a product on your site but did not buy, you can show them that product again on Facebook. Ads in the News Feed saw far more interaction than those in the sidebar.
Facebook Login
Lets visitors sign up to your site with their Facebook account. It is fast for users, gives you richer data than a simple form and, according to Facebook, can raise sign-ups considerably.
Page Tab
An app added to your Facebook page that works like a mini website, with images, video, contests, offers or even a shop.
Fan Gate
Shows different content in a tab to fans and non-fans. Non-fans are asked to like the page to unlock it, which works well combined with an offer or promotion.
Open Graph
With permission, lets an app share what a user did in it, such as "just read an article in X's app". Open Graph meta tags also control the text and image shown when someone shares your page.
Social Opt-in
Users share their Facebook profile details with a brand in exchange for access to an app with offers or discounts, helping the brand know its audience and tailor its promotions.
Conclusion
Knowing the tools is the first step to using them well. Etherlogic can help you plan Facebook campaigns that reach and engage the right people.
