Facebook Data Update

You’ve probably heard about the Cambridge Analytica fiasco at Facebook. Because of this, Facebook is taking a couple steps behind the scenes to prevent future problems from occurring.

So, how will this affect you?

For now, it won’t. We’ve taken steps to ensure your connection is not interrupted and everything will be business as usual. We do expect to see Facebook send more changes down the pipe, so we’ll keep you aware of relevant changes as they occur.

Please feel free to contact your Lava Surf Account Manager with any questions.

-The Lava Surf Team

NEW: Instagram Scheduling Now Available

Instagram Scheduling Now Available!

Lava Surf is happy to introduce the new Instagram Publishing feature! Now you can schedule Instagram content on your Lava Surf calendar alongside Facebook, Twitter & Google Plus.

How does it work?

  1. Download the Lava Surf app on the App Store or Google Play
  2. Sign in using your Lava Surf user credentials
  3. Schedule your Instagram content on the web platform
  4. Receive a mobile notification when your scheduled content is ready to publish
  5. Press “send” and publish your content via Instagram

Please contact your Lava Surf account manager for details & setup assistance.

What Facebook’s Changing Metrics Mean For You

In a recent blog post and press conference, Facebook announced it would be changing the way several metrics are reported and even eliminating some of them. In the past, Facebook has had to admit to several mistakes that led to misreported metrics. Last year they were even called out for reporting reach numbers higher than deemed possible by census data. Marketers’ understandable lack of confidence surrounding the reported numbers is likely why Facebook has decided to take this action.

Below are some of the changes you’ll need to know and what they’ll mean for your social marketing goals.

1. Consistency

The first major announcement came from a blog post in early February. Facebook stated they would be altering the way organic reach is measured to be more consistent with the way paid reach is measured:

[We] will update how we measure organic reach of Pages to be more consistent with the way we calculate reach for ads. This is a change in the way that we measure reach, not a change in News Feed distribution, and other engagement metrics will remain the same. This will provide Page owners with a more precise measurement of their audience and offer a more consistent measurement methodology across both our paid and organic reach reporting.

What will this mean for you? First, you will likely see a dip in your organic reach numbers. While Facebook previously measured organic reach by the number of times a post was delivered to a News Feed, it will now only measure the times it actually crossed a user’s screen.

Second, you’ll get a more accurate picture of who you’re actually reaching. While the numbers may seem lower, knowing exactly how many people really saw your post is far more valuable. It also creates a consistent standard of measurement between your organic and paid reach numbers.

2. Transparency

It’s no secret that it’s been tough to trust Facebook’s metrics in the past. This has largely to do with the fact that many of them don’t come with an explanation of what they actually measure. Luckily, this announcement comes with the promise of more transparency, including introducing new ways to measure engagement and a robust labelling system that will inform marketers if a metric is “estimated” or “in development. It will also add more detailed descriptions that include how the metric is measured and suggest use-cases for each.

More transparency is always a good thing, and Facebook’s move to embrace it is a good indicator that they understand past frustration among marketers. This will likely be very helpful for you when determining which metrics will be of value to your organization.

3. Clean-Up

In addition to adding new metrics, Facebook is scrapping some of its less useful offerings. The blog continues:

In July, we will remove approximately 20 ad metrics that marketers have told us are redundant, outdated, not actionable or infrequently used. For example, the social reach metric shows the number of people who saw an ad with social information above it, such as noting a friend who also likes a certain brand. We’ve heard from you that this metric isn’t meaningfully different from the reach metric, and we know that the insight drawn from it doesn’t indicate a business outcome.

This focus on what’s useful to marketers is encouraging. It shows that they are listening to what their business customers want. Instead of having to sort through a bunch of metrics that don’t seem to be useful, Facebook will instead make it easy by providing only information you want to know. So, you can spend more of your time reading through actionable insights rather than weeding through all the fluff you don’t need.

4. Education

In addition to fine-tuning the types of metrics it measures, Facebook also announced an effort to educate business users on using them. It introduced a program, launching this month, called Measure What Matters. This program will seek to educate advertisers through in-person events, Facebook live event, and online content.

[It] will offer two tracks—one for advertisers focused on brand objectives and one for advertisers with direct response objectives. Each track will draw from research and analysis across creative planning, ad delivery, cross-channel measurement and video measurement…

New Feature: Calendar/Library Visibility & Permissions

In our quest to continually enhance your experience with Lava Surf, we’re announcing a new and exciting feature that will cut down on calendar clutter and allow for more collaboration between users.

What is changing?

This is an optional feature that can be turned on and off depending on your preferences. For all current users, nothing will change automatically. The calendar and library will function the same as it does now. For those who may be interested in utilizing this setting, this is what will change:

  1. Voluntary post sharing between users will be enabled
  2. “Make post visible to all users” option will be added to post creation
  3. Admins will be able to see and edit all posts created by any user in the organization’s Calendar and Library
  4. Non-Admins will see posts they have created & that have been made visible to all users
  5. Non-Admins will only be able to edit posts they have created

What are the benefits?

  1. The ability to share posts with peers without fear of alteration
  2. The option to utilize peer content through cloning
  3. A less cluttered calendar view that only shows what is actively shared

How do I activate this feature?

If you are interested in taking advantage of this new tool in your organization, please contact your Lava Surf account manager about activation.

-The Lava Surf Team