Thus said Julie Sun, a mentor I trust dearly. Facebook is the blind men and the elephant, a PR machine, a social complaints box – you name it. But the most powerful way to look at it – and to use it – is as the social postmaster. Ads are the social postage you need to send messages to your … Continue reading →

Last week, Facebook had to admit that impression data was reported incorrectly. The good news is that reach was usually under-reported, so if anything you’ll notice a slight bump in your reach and impressions. Those of you who are data geeks may have also noticed that paid reach figures are weird, too, especially if you’re running promoted posts. (See below for paid, … Continue reading →

Name your ads descriptively so that you can remember them. Just be careful about whether the client will ever see it. I remember back in the day that David Filo, co-founder of Yahoo!, would name his variables as swear words. (Only other engineers would ever know this.) The above is from an actual Facebook campaign that had excellent performance — … Continue reading →

      Facebook keeps changing stuff on us. Remember when Page Post ads in the newsfeed used to have a big “LIKE PAGE” button on the bottom just a week ago?     Now only Page Like stories have the big “LIKE PAGE” button below:     The key in Page Post ads was that huge LIKE PAGE button … Continue reading →