FACEBOOK

Facebook has become one of the most powerful marketing platforms on the planet. Due to size, data, creativity and scalability there has never been quite a time like it when you can place adverts in-front of the most relevant audiences.


With micro-targeting features that allow you to reach your exact target audience based on demographics, location, interests, and even behaviors you can always get your message in front of the people who are most likely to want your products or services.

That’s great for your budget, conversion rates, and return on investment. You only pay to reach the most valuable potential customers. But it’s important to understand the different ad types and targeting options before you dive in if you want to get the best results.

PURPOSE

Facebook's stated mission is "to give people the power to share and make the world more open and connected." On its site, Facebook explains that it believes that increased connection between people through their site will lead to better understanding between disparate groups. Facebook is designed to be free for its users; it should give them control of their information and who can access it, according to the company's statement of principles.

Facebook allows businesses, organizations and public figures to connect with customers, fans and constituents through the website. Businesses and other brands create pages where they can post content, provide organizational news, offer deals, introduce products and menage customer service relationships. They also can reach a large number of people with targeted advertising, creating ads specifically for Facebook that are tailored to appear on the pages of specific groups of people they hope to reach.

PERSONALISATION

More than any other organization, Facebook faces the challenge of personalization of digital information at a grand scale (recent numbers for monthly usurs in July 2016 topped out at about 1.71 bilion, almost a quarter of the world's total population). Over the past few years, Facebook users have likely experienced both more ad content as well as "relevant" stories that relate to past searches, clicks, and other measurements of customers interaction (more on how this works a little later).

Facebook's 'instant personalization' feature allows the walls between the social network and the world to be broken through for a seamless experience for all.

While many have not been able to access the instant personalization feature yet, many have founf that it is turned on by default so many will be entirely unaware the feature even exists.

However, this raises concerns amongst the 500 million and growing population of the social network, with the potential for better targeted adverts and more of your data handed out to other websites. Information that is set or has beet set to "Everyone" may have already been copied elsewhere.

How it works?
Provided you are logged into Facebook, certain websites like Pandora and Bing can 'personalise' their sites with data provided from your account. Any information which is set to 'Everyone', like your name or your birthday can be used to make the website appear more friendly and tuned in.
   

Only certain sites can access this, and permissions need to be granted to do this. However, to be on the safe side, it is better simply to turn it off completely.

CONNECTIVITY

The Connectivity Lab at Facebook is developing ways to make affordable internet access possible in communities around the world. The team is exploring a variety of technologies, including high-altitude long-endurance planes, satellites and lasers.

Aquila Unmanned Aircraft
Soaring above 60,000 ft., the Aquila unmanned aircraft is taking a different approach to connecting the world. Its tailless design and enormous wingspan allow it to float almost effortlessly, while its solar cells and super-efficient motors let it stay airborne for months, delivering internet to some of the most remote areas on earth.

Connecting with Lasers
Aquila’s range has pushed us to find new ways to deliver high-speed internet. So we returned to one of the first ways humans used to transmit data—light. Invisible infrared laser beams that flicker on and off billions of times per second are now able to send data at fiber-optic speeds using very little power. Using this laser technology we are able to connect and feed internet to an entire constellation of Aquila aircraft.

Brand New Challenges
Some of the world’s leading aerospace engineers are working on challenging every assumption around how internet is delivered. Finding carbon fiber that’s lighter than aluminum and 3x stronger than steel. Creating lasers so accurate, they can hit a dime from 12 miles away. And accommodating for nearly 200° temperature swings.

TOOLS

Facebook is evolving and brands are missing no beats in keeping up with the changes. Marketers are always on the lookout for the sharpest and smartest Facebook marketing tools to reach their goals.

Some of the most important Facebook tools are described below and will help you achieve the marketing objectives of your business:

1. AdEspresso

Managing Facebook ads is a tough task. AdEspresso is a great tool to create and manage Facebook campaigns.

It automates the processes. You can analyze, optimize and create complex and specific rules for the execution of your campaigns.

And their A/B testing capability helps you create thousands of variants of your Facebook ads. You can focus on key metrics with easy to use customizable dashboards.

 2. AgoraPulse

AgoraPulse is a simple but effective tool that helps you manage content and engagement on Facebook.

It helps you schedule and publish posts, monitors engagement and activity and also enables social listening.

With the AgoraPulse barometer, you can analyze Facebook pages and compare them to learn about your competitors too. It provides you plenty of reports that help you track your efforts. And it has workflow collaboration features for large teams.

 3. Buffer

Buffer is a very popular social media management platform. It helps you schedule and post social media posts.

Its easy-to-use interface is well liked by small and big businesses alike. It contains browser extension which seamlessly integrates with Chrome, WordPress, and other tools to find content for distribution.

And it provides analytics and insights on the post’s reach, likes, and mentions received.

4. Driftrock

Facebook marketers use this lead generation software for conversions.

It is a suite of different tools. Each tool serves specific purpose. And they all can be used together as a complete solution for Facebook ad management and automation needs.

Driftrock helps you create ads quickly and easily. You can test variations easily. It helps you optimize your Facebook ad campaigns.

5. DrumUp

DrumUp helps you manage Facebook marketing with ease. It has a smart workflow which enables you to review, create, optimize, and publish posts on your profile pretty quickly.

Scheduling posts is easy. You can customize your posts with @mentions, emojis, hashtags, and GIFs. And you can track and measure Facebook engagement with its intuitive and deep social media analytics.

ETIQUETTE

The way your engage with your friends, family, and contacts on Facebook could have a serious impact on your relationships online and off. Follow these guidelines to ensure your social media conduct is polite, meaningful, and reflects basic human decency.

1. Always show respect, especially when discussing or posting about politics.

You can share your political views—and even disagree with your friends, family, and network—as long as you do it with basic manners. "Don't question someone's intelligence or integrity," Daniel Post-Seining told Business Insider. "Make your argument about the situation or issue, not the person you're talking to."

2. Quit complaining.

Grumbling about your life is the second most annoying Facebook offense for users, according to Real Simple. You should never complain about work or colleagues online. You never know you may see it—even with the strictest privacy settings in order. And don't complain about your day-to-day in general. "Nobody likes the complainer," Anna Post, author of Emily Post's Etiquette, told Forbes. Your friends don't want their feed full of debbie downers. It's annoying, tacky, and most of all—cringeworthy.

3. Avoid the "humblebrag."

There's nothing worse than a friend posting about their newest shopping purchase, vacation, or achievement and trying to seem modest about it. You may want your friends to know you're #blessed and truly appreciate all that you have, but no one likes a braggart.

4. Always reveal big news to friends and family first.

Engagements, pregnancies, new jobs, births, divorces, deaths, and any other major life event or news should be shared in person or over the phone before it's shared publicly online. It's both impersonal and insensitive to skip this step and may offend loved ones. On the flip side, avoid publicly congratulating someone on their news until they've shared it on social media first—and similarly, don't rush to post a RIP message unless you're sure the deceased's closest relatives would be okay with it. Don't be that person and spill the beans before your friend's had the chance to make the announcement.

5. Find and evaluate the original source before you share.

You may think that popular story is worth a share, but it could be insensitive or deliberately inaccurate. Avoid spreading fake news (defined as deliberate misinformation or hoaxes), scams, or potentially offensive stories by doing a little research first. "This is especially true on viral content, which may appear innocent, but can carry an inappropriate page name or description," etiquette expert Diane Gottsman wrote on her blog.

6. Never post photos of someone else's children.

Privacy is very important to some parents and families, which is why you should always ask for permission before posting. "People have digital boundaries for their families and it's important to respect them," etiquette guru Lizzie Post told Today.com. It's also against the rules. If a friend shares images of a child under 13 on Facebook without your permission, they're violating Facebook's privacy rights. You have the right to ask the poster to remove the image through Facebook.

7. Turn off automatic posting from other social media platforms.

Your friends likely follow you on Instagram, Twitter, Pinterest, in addition to Facebook, so be sure not to overwhelm them with posts they've already seen or liked by making this quick fix.

8. Never share unflattering photos.

Let's remember the golden rule: treat others as you would like to be treated. You wouldn't like it if someone shared an embarrassing or unattractive image of you, right?

9. Never "like" bad news.

Hitting the "like" button just doesn't make sense when someone announces the death of a loved one, a divorce, health problems, or any sort of sad or somber post. Use the proper reaction button, or even better, leave a thoughtful comment on the post. "Stick to the comments to share your thoughts. That way the owner can get a personal message from an individual they can relate to rather than a 'like' that can confuse others," Ravi Shukle, a social media expert told MEL Magazine. "If you feel a Facebook 'reaction,' like or comment doesn't really portray how you feel, it's time to reach out on a one-to-one basis."

10. Acknowledge tragedies with a simple, empathic message.

If you want to share your sympathies after terrorist attack, weather disaster, or death, go for it, but keep in mind this is not the time to inject your political views, judgements, or complaints. A straightforward statement that expresses your support for those affected works best. "Keep it simple with something like 'Our thoughts are with Ottawa today,'" etiquette expert Margaret Page wrote on her blog.  

In conclusion, Facebook plays many vital roles in order to connect people in the world without boundary because almost every people these days are familiar with Facebook .This gives us the opportunity to know more about their culture, values, custom and tradition. Facebook’s mission is to give people the power to share and make the world more open. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them. User can share their feelings and what's happening around in our daily life through Facebook. They also can get feedback from their friends about their reaction toward user's feeling. It is the best medium to share feelings and thoughts with others. User can share their achievements to get some appreciation, or can share their sorrows to get support from the generous friends.