Tighter, more precise measurements are used for gauging social performance
With standards higher and the bar of expectations suitably raised, the same old social metrics simply could not fly. Buoyed by the communication now trickling between CRM and social teams, transaction and conversion events were traced to the social event that precipitated them. A user who "liked" or shared a certain product could be traced to the friend who clicked the shared link and ultimately to the transaction that resulted.
Klout scores became only one of many nodes by which to measure influence. A user's retweet rate within his circle of followers was interesting to be sure, but that same user's tweet to purchase rate within his circle of followers was suddenly more interesting.
And finally, approved third-party pixels on Facebook media opened the channel for measuring post-view conversions and comparing social ad spend on a more equal footing with RTB.
Facebook Open Graph adoption increases, as brands seek to extract the benefits of social personalization on their own properties and understand their customers better
By some accounts, Facebook is approaching 50 percent of all social logins on websites. The growth in not only Facebook as a login service, but also of "like" buttons and other third-party social buttons on pages has fueled the growth of Open Graph. Here too, Facebook Custom Audience provides a powerful benefit that will sustain this trend. The ability to retarget socially registered users via their Facebook user ID on a one-to-one basis inside Facebook (and in only a matter of time across the web) is unprecedented and will have serious disruption effects on traditionally bought media that utilize cookies to target users. And although Facebook Custom Audience also allows for email and phone number matching, those match rates pale in comparison to the absolute key of a Facebook user.
The brands that invest in bringing social login or personalization capabilities to their owned properties will have greater reach (a larger universe of social registrants and prospects consisting of registrants' friends) to target with this new, more precise ad media. The result is a more joyful acquisition team that can purchase audience with eyes wide open and ROI that will be better for it.
Matt Sunbulli is cofounder and CEO of Social Amp, a Merkle company.
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