While social networks amass huge audiences and are the most dynamic sector in digital advertising, they tend not to bring in revenues to match. Luckily for brands, that’s beginning to change—and we have the four reasons why.
More metrics. For advertisers wondering whether their efforts are paying off, new social analytics services seem to be launching every week. Facebook, for instance, recently unveiled a new measurement tool called Insights, which has stats like “Friends of Fans.” The social networking company also says advertisers will soon be able to aim their messages at users even more carefully using data from Facebook’s integration with media services like Spotify and Hulu.
Content is advertising is content. Facebook and Twitter have both emphasized turning regular user content into ads—Facebook through its Sponsored Stories unit and Twitter through its Sponsored Tweets. But that doesn’t mean the death of traditional advertising copy. In fact, Facebook has a new ad unit that blends a friend’s activity (e.g., “Anthony likes Movie X”) with a message from the advertiser.
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