Hiscox’s Group Digital Manager – Ronnie Brown, shares the latest hints, tips and things you should know when it comes to your digital business life.
This week – losing your reach in Facebook; targeting in Twitter; and where does my Google search go?
#1: Facebook – pay (again) to reach your audience
It’s been widely reported that the natural reach of posts to your fans on Facebook has been decreasing. Now Facebook has confirmed that the audience you worked hard to acquire will probably see less and less of your content in the future. Facebook’s solution is that you buy media from them to reach more of your fans; not an approach universally welcomed but, as some point out, it doesn’t detract from the need to develop ‘a strategic and creative approach to content and conversation’.
#2: Twitter and tailored audiences
Last week Twitter introduced a new advertising product, Tailored Audiences. It ties data on user behaviour gathered from outside of Twitter and allows companies to target their Twitter advertising. So, for example, if someone had visited your website you can then target them specifically with an advert on Twitter. There are a fixed number of ad partners to activate this but the tests have shown large increases in engagement and much lower cost per acquisition.
#3: Google’s Data Centres
If you wanted to know where Google’s fabled ‘index of the web’ is held then this link lifts the lid. When you click ‘search’ on Google this is where your question is answered and then returned to you in results. If you dig a bit deeper into some of the pictures you see that even the cooling pipes are in brand colours.