What is Facebook Meta Data and How Can It Help Marketers?
What is Facebook Meta Data?
Social media is all about engagement with your target audience and Facebook is one of the most popular social media sites out there, with over 2.2 billion monthly active users. Users can stay up to date with all the latest events and top topics happening around the world.
Some of the most popular types of content that are shared on Facebook are photographs, posts, videos and articles.
The vast majority of the time that people are on social media, they are viewing images or videos, so if you have a stunning photo you’d like to share, this is the platform that you need to be on.
One of the most common forms of content that is shared on Facebook is images.
Facebook’s Data Offerings for Marketers
With so many companies utilizing social media to market and attract customers, it’s easy to dismiss Facebook’s features as solely geared toward serving its ad business. In reality, this is far from true.
Today, Facebook offers marketers tools that allow them to connect their brands to a very large and engaged base of consumers. These tools are complemented by the increased options for advertisers to tailor their campaigns and maximize the impressions they receive across Facebook’s massive user base.
Yet, the opportunities for marketers in Facebook’s offerings are significant—from leveraging Facebook’s data, targeting capabilities and its enormous audience to connect with consumers.
How can Facebook Meta Dat help marketers?
Marketers have always used information on a company’s competitors, products, events, employee benefits, and more to market their businesses. However, Facebook has now made it possible to capture and store the much more detailed information Facebook has on customers and even more importantly, the consumers themselves, by allowing the Facebook Graph API, or the Facebook Data API, to be used for your products and marketing purposes.
Facebook’s Graph API, the data connector between Facebook and other social sites and apps, enables your company to use the Facebook user profile data you already have. Once the data is integrated into your ad platforms, you can present it to your audience via the Facebook ad platform or through your website or blog.
Why You Should Care
Facebook has recently started rolling out an update to its app that introduces new meta tags for photos in the Explore page. This update has been found in the iOS app as well as the web interface of Facebook itself. It appears that this update is currently limited to a number of users and you won’t be able to see it unless you are one of them. So this does not look like something that will show up in your feed as it is a server-side change that should be gradually rolling out over the next few days.
Conclusion
Facebook gives marketers the opportunity to create targeted audience segments with its Facebook Ad Manager and Facebook Ad Experimenter tools.
With Ad Inventory pages, marketers can populate buyer personas, set price points, and plan more intricate segmentation. Custom audience types are also present, including age, gender, education, income, occupation, and interests.
These powerful tools give you the ability to make adjustments to your targeting, set rules for purchase decisions and create reports. However, when it comes to new opportunities, I have found that traditional email strategy still works wonders.