Gunning to win more advertising dollars, Facebook is rolling out a new tool for advertisers that matches data submitted by its billion-plus users with personal information from outside the social network.
Not long after Facebook announced its redesigned News Feed, with its heavy emphasis on photos, many brands' images looked improperly cropped for this new format. Images were centered on peoples' waists, with text on their heads.
Many of the company's promotions are contests and sweepstakes that require people to "like" the Dunkin' Donuts page before they can enter. Gioglio says building fan counts isn't the principal objective, however; it's about building community.
"We focus more on engagement and that our fans actually own our social pages," she says. "Our primary focus is on responding to our fans, answering their questions, celebrating their loyalty, letting them be among the first to know about new products, and offering social media customer service support. Sprinkling in promotions as its relevant is a great way to surprise and delight fans on top of the day-to-day conversation."
Banks and credit unions averaged a mere 2,000 followers and tweeted an average of four times a day. More than one in five (21%) were characterized as Twitter quitters for abandoning their Twitter accounts.
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