Social Media

Facebook Launches New Community Accelerator Program to Help Leaders Utilize Facebook’s Tools

And this week, Facebook’s launched another initiative to further boost on-platform group activity, with a new “Community Accelerator” program which will provide support and training for community leaders to help them maximize their use of Facebook’s tools to facilitate growth.  As per Facebook: “Today, we’re announcing the Community Accelerator, a six-month program for community leaders providing training, mentorship and funding to help them grow their communities. Selected community leaders will spend three months learning from experts, coaches and a customized curriculum to create a plan to grow their community and meet their goals. They’ll spend the next three months iterating and executing on their plan with funding and continued support from their network and a dedicated team provided through the program. Up to $3 million in total will be awarded to up to 80 program participants.”

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New Report Looks at Social Platform Performance Benchmarks by Industry

When analyzing your social media performance metrics, you need a level of context to make sense of the numbers and ascertain where you can improve and what’s already working. Comparing the data against your own past stats is the best way to do this, and ensure that you’re aligning with your broader business goals, but it can also be helpful to benchmark your performance against others in your industry, providing further insight into where you’re at, and what you should expect. That’s where this report comes in. This week, RivalIQ has released the latest version of its annual Social Media Industry Benchmark Report, for which they’ve gathered data on the social platform performance of more than 2,000 brands, incorporating some 5 million posts, tweets and updates.

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Marketing

Most Site Content (69%) Not Seen By Customers and Prospects, Study Finds

A new benchmarking report (registration req’d) from Contentsquare contains a number of valuable metrics and datapoints, and one that is especially striking. On average, the report finds, 69% of all web content is not seen by consumers. The report is based on an analysis of “12 months of Contentsquare data from 400 global websites in 9 different verticals.” Across the nine verticals studied, earned or “free” traffic represents 65% of all site visits. The report attributes this to “brand familiarity, repeat visits for regular purchases, and good brand awareness.” Financial services had the most organic or free traffic (80%), while travel saw the most paid visits (49%). Within travel there are probably some sites that see much more direct traffic, while others need to rely more heavily on ads. For comparison, a 2019 study from BrightEdge found that 53% of site visits were driven by organic search. However, Contentsquare was looking at all sources of traffic, not simply search.

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Google Ads Expands Portfolio Bid Strategies With More Options

Google Ads is rolling out new options for portfolio bid strategies, making them compatible with more types of smart bidding. A Portfolio bid strategy can help advertisers optimize performance across multiple campaigns. It’s an automated, goal-driven bid strategy that groups together multiple campaigns, ad groups, and keywords. Up until today, portfolio bid strategies have been available for Target CPA, Target ROAS, Maximize clicks, and Target impression share. Now, making it even easier to use Smart Bidding with search campaigns, portfolios are available to use with Maximize conversions and Maximize conversion value.

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