By anyone’s standards 2016 has been a peculiar year. But, at Facebook HQ, the last 12 months has been largely business as usual. Of course, business as usual for the social networking giant can have a huge and lasting impact on countless other media businesses and (as we’ll see later) on billions of people across the globe.
Little over a fortnight after Microsoft paid $26bn for the social network, LinkedIn has introduced a mechanism for advertisers to buy programmatic ads that will display across the site.
In an effort to draw fresh revenue from LinkedIn’s 433m users, the new system will display banners across the LinkedIn desktop and supplement the subscription fees paid by premium users and sponsored content as the main sources of earnings.
For the uninitiated, programmatic ads are administered by a system that relies on complex algorithms to trigger ad deployment to a set of specific criteria. The process is versatile and quick. It allows advertisers to save resources by automating media buying at pre-determined rates, and book and optimise campaigns via a web interface. Optimisation ensures ads are only shown to desired audiences and on relevant pages – and with LinkedIn’s wealth of business professional indexed by industry, job type, gender, nationality, interests, skills and much more, brands will be able to really drill down to find the most valuable audiences for their ads.
The proposed acquisition of LinkedIn by Microsoft raises an interesting question: how much would you pay for your audience?
As I noted in an earlier blog, predictions have a habit of making you look foolish: but the $26bn valuation for a business with $3bn revenue and no discernible profit looks optimistic, at best. Given Microsoft’s earlier forays into unchartered waters (Nokia, Yammer) it would be best to view the move beyond its core competencies with caution.
LinkedIn is not dying: but a decreasing habit among its users suggests that it is not reaching the parts that other social media cannot reach.
Workers rejoice! The days of firms barring employees from looking at social networking websites could be at an end. Why? ‘Cause Facebook is aiming to help everyone do their jobs just that little bit better…
In-house recruitment professionals should be especially excited by news that Facebook has launched a new social network specifically for office communications – it’s called Facebook At Work.
The speculative amongst you may care to think that sounds a bit like Facebook making inroads into LinkedIn’s territory, albeit in a different way – we’ll come to that…
So far just a handful of companies have be asked to join an extended trial of Facebook At Work, but the service is expected to be rolled out to the wider business community in the coming months of 2015.
Like its big sister site, Facebook At Work lets users create an account, post content, and interact. But instead of doing that with friends, it’s with co-workers.
Have you dipped your toe in the world of social media? Have you set up a Twitter account for your firm, but then perhaps forgotten about it? Is social media something you think your business should do, but haven’t really yet figured out how it all works or what the benefits can be?
If the answer to the those questions is mainly ‘yes’, then you’ve come to the right place. The good news is that it can be a relatively straightforward process to get something workable in place, the bad news is that you may have to do a quick audit first – don’t worry, we’ll keep it short and sweet.