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What Facebook's Evolving Social Graph Means for Content Marketers

by Steve Wick  |  
September 4, 2014
  |  2,014 views

As Facebook's concept of the "social graph" continues to evolve, it presents new opportunities for content marketing on Facebook.

For example, content marketers may now use the website link campaigns to link the power of the social graph with driving engagement to branded content.

Moreover, instead of running display ads on Facebook, you can now develop an engaging article on a responsive design website and drive relevant audience traffic to your branded content. In using this approach, you'll see extremely high levels of content engagement, with users spending an average of over four minutes on each article.

Also, Facebook has developed sophisticated ways of tracking, targeting, and linking a more extensive array of online relationships—instead of just showing the connections between people as a social network.

The Facebook social graph is giving brands visibility and access into users' online lives—social connections, activities, and interests—with a cohesive web that adds value for users and marketers. With the tools and data analysis available from the social graph, Facebook users can get faster and more efficient access to content that interests them, and advertisers can target their messages more precisely to reach consumers most likely to be interested.


There are several reasons why Facebook's social graph is opening up new opportunities for brands and marketers.

Better Targeting Precision for Content Marketing

Facebook has already been popular with marketers for its highly targeted Facebook ads, where advertisers can reach audiences based on users' own interests and demographic data collected by Facebook. The social graph enables content marketing to become more localized, more customized, and more responsive to day-to-day changes in the audience's preferences.


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Steve Wick is founder and president of MobSoc Media, a publishing network.

LinkedIn: Steve Wick

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  • by Andrew Sun Sep 7, 2014 via web

    Thanks for an interesting article Steve. Just wondering if you could clarify a couple of things to help me understand it a little better. In the second paragraph you discuss using "the website link campaigns to link the power of the social graph with driving engagement to branded content." By this do you mean establishing external links to your website from Facebook? Is this what you mean by "website link campaigns"?

    Secondly, in the third paragraph you say "Moreover, instead of running display ads on Facebook, you can now develop an engaging article on a responsive design website and drive relevant audience traffic to your branded content." Can you clarify whether the "responsive design website" you're referring to is Facebook or your own responsive design website and whether you are suggesting utilising sponsored posts to drive traffic to your Facebook page or website? If you could clarify that would help me get the most out of your article.

    Cheers,

    Andrew.

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