Facebook, the undisputed leader?

Yes, social networks are going through a real crisis of confidence, especially Facebook, due to the Cambridge Analytica affair. Cambridge Analytica was self-dissolved in May 2018 following the leak of data from over 87 million Facebook users! Following this scandal, Facebook updated its privacy settings, so you'll find here; the official source regarding the use of your data as a user of the platform. What's more, as part of the new European regulation (RGDP), this page here allows you to exercise your right to object to certain types of data processing. Is this an unusual step for a marketing agency to take? No, consumers need to know their rights.

However, it's illusory to question the effectiveness and power of social platforms for a brand, company or association to reach their commercial targets: prospects, customers or members. There can be no doubt about it! The agency's expertise is reflected in its effective communications actions on Mark Zuckerberg's social network.

The numbers are in the green

The hegemony of the blue giant and its aggressive strategy to counter the emancipation of other social networks is well established. Facebook acquired Instagram on April 9, 2012, for the modest sum of US$1 billion. Then it was WhatsApp's turn to go under the knife, on February 19, 2014, for 19 billion US Dollars.

There's no stopping Facebook, even though the social network is certainly aging. Indeed, it generally attracts the over-35s, with a very high share of seniors (over 50) compared to other social networks such as SnapChat(see our previous article) or Instagram. The blue giant undoubtedly continues to rule the world.

Its latest sales (Q1 2018) were up 49%. In addition, monthly active users are 2.2 billion, up 13% on last year. The next Q2 2018 figures will be released on July 25.

Does the user have a say?

A big unknown is flying over the blue giant's head: what will be the impact of the General Data Protection Regulation (GDPR) implemented on May 25, 2018? Answer in a few months' time. The question of the validity of consent currently arises. In the event that the user waives acceptance of the new Facebook terms of service, he or she is forced to delete his or her profile. Is the user really in a position to exercise a choice without significant negative consequences? It would appear not! Because deactivating the collection of personal data is impossible. Punkt Schluss! However, the updated advertising settings give users even greater control over their data. The user can opt out of receiving ads from partner data (outside Facebook entity products). Or refuse to receive ads linked to the Audience Network, or choose whether their Facebook ad preferences are used to show ads on apps and websites outside Facebook. Last but not least, users can opt out of having their social actions included in ads. These 3 choices are explained under Facebook advertising preferences(link here). In all cases, private data is neither sold nor revealed to advertisers. Good news! It's important to know that Facebook's business model is rooted in advertising, so you'll continue to see ads regardless of the choices operable and presented above. Good news for advertisers 🙂

Surgical precision

Beyond the various scandals, the use of consumer data and contradictory financial results, Facebook is a super-powerful tool that enables you to target your customers with surgical precision. For example, at +1km from your restaurant, you can target fondue and caquelon lovers, to give just one concrete example... Of course, Facebook has been able to monetize its platform, so this advertising strike force pays off. More generally, digital campaigns are less expensive than offline marketing activities (billboards, direct mail, etc.), but it's important to remember that traditional campaigns are just as effective as long as a well thought-out strategy is in place. The major difference is this: with digital advertising tools such as Google Ads(see our previous article), Facebook Ads, Linkedin Ads and Twitter Ads, large-scale communication is more accessible. In fact, the advertising investment is lower than with a traditional campaign.

Back to the blue giant and its advertising system: Facebook Ads. Here are the most popular tools: awareness of your brand/company, reach or even interactions with your content. In other words, you set the objective of your campaign, which will be optimized by Facebook's algorithm as long as the ad is well configured with a message adapted to your target. Think before you post!

What's more, it's now possible to broadcast your communications on different platforms with a single message. When configuring your ad, you'll be able to choose delivery platforms such as :

• Facebook
• Instagram
• Facebook Messenger
• Audience Network

Audience Network enables you to deliver your ads beyond Facebook, to high-quality applications and sites based on the interests of your target audience, which you specify at the time of configuration.

Most small and medium-sized businesses don't use all the possibilities of Facebook Ads, as they boost their publication by pressing the suggested button at the bottom of the post. This function is limited in scope and doesn't offer the full range of features. We therefore advise you to use Business Manager, which will enable you to set up an ad with more features: business.facebook.com. This tool is free and available to all!

The platform's evolutions are significant, and the challenges of continuing to make Facebook attractive to advertisers are daily. In fact, Facebook is likely to roll out video ads on WhatsApp between users' conversations by the end of the year. It would appear that it will be impossible for users to completely deactivate this type of advertising. Facebook wants to keep its potential for broadcasting advertisers' ads. All these features are often released in Switzerland, after certain larger markets such as the USA, India, the UK and France. We'll just have to be patient.

TheBB Switzerland® agency carries out targeted advertising campaigns on a daily basis to raise the profile and visibility of its customers, while increasing the sales of those who are able to convert (direct or indirect purchase) thanks to their social networks. These days, a presence on social networks is virtually mandatory in order to reach an increasingly digitalized audience. It's important to work on social networks before getting started. It's essential to put in place a coherent digital strategy that respects your values, your mission and your vision as a company. Communication frequency and regularity are important factors in building a loyal community that listens to your communications. Acting strategically is really important, as every communication action can have a significant impact on your target audience's perception of your brand/company.