Facebook’s Four Rules for Going Mobile

Gary Briggs, Facebook’s CMO, told the Business Marketing Association’s annual conference in Chicago that Facebook surpassed 1 billion active mobile users, a threshold he doesn’t believe the company will ever get to on desktops.

Here are his four must-dos to becoming an effective mobile marketer:

The mobile team = every team. This mandate came from the top at Facebook. Mr. Briggs, who joined the company last August from Google, said that anytime a person showed a desktop version of a design first, CEO Mark Zuckerberg stopped the meeting. “We don’t have a mobile team anymore; everyone thinks predominantly mobile,” Mr. Briggs said.

Target real people. Mr. Briggs admitted this is probably a bit easier for Facebook given its deep connection to so many people’s daily lives. The idea is to reach people with content important to them. “We can catch people in the right moment on mobile,” he said.

Measure real people. This ties into #2. Don’t go for broad reach for its own sake. Get the right people the right message.

Focus on quality. Mobile can connect marketers to customers in a very personal way. This is the device they take with them everywhere. Of all the different signals marketer may put out about their brands, Mr. Briggs said the mobile message will be the dominant one. Marketers must make the investment to build a quality team.

Via Advertising Age


Facebook making brands pay for engagement

The Simply Measured Blog released some findings that point to a change in Facebook’s News Feed algorithm.

Simply Measured decided to look at the top 10 brands on the network, and how these changes have impacted overall engagement.

With a collective audience of almost 358 Million, these ten brands represent a significant portion of Facebook’s buying power, and their increased efforts (indicated by a growing number of brand posts from the group of 10 accounts) aren’t producing results. Engagement seems to be steadily declining, which is a scarier proposition for brand marketers than the organic reach decline alone.

We compared the engagement for these ten brands year-over-year, looking at May 2013, which was included in our first Facebook Network Study, and May 2014, which ended this weekend.


This aggressive drop in actual engagement showcases exactly why the organic reach crisis should be a focal point for large brands. Facebook is pushing brands to focus on their strategy; both with stronger content, and with an increase in ad spend. With engagement plummeting along with reach, it might be time to pony up.