Social network Facebook is introducing new social metrics to help marketers understand the benefits of adverts that include social context from people’s friends on Facebook. Launched today, a new column called “Social %” in the Ads Manager shows the percentage of ad impressions that were delivered with social endorsements from users.
Social context is the sentence in the ad that shows people which of their friends have liked or engaged with the Facebook Page, event or application. Just like recommendations from a friend offline, social endorsements on Facebook make ads more relevant and have greater impact on the people who see them.
Reporting these new metrics will allow marketers to understand the impact social context and conversation has on their marketing strategy.
Despite recurrent criticism for changing user-privacy setting without notice, Facebook claims it does not shares personally identifiable information with advertisers.
Facebook currently claims over 500 million users worldwide.
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