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The Social Media Rundown: Search Overtakes Social, Facebook Blocks Third-Party Data Ad Targeting

With a Facebook News Feed algorithm change and few other factors listed below, search is now driving more traffic than social. And in an apparent effort to make some positive changes at the company, Facebook announced it will no longer allow ad targeting based on relationship status. Plus, be sure to check out this week’s learning section for tips on beating Twitter’s algorithm and how you can better protect yourself online.

Social Media News:

  • The SEO versus Social Battle Has a New Winner (Convince & Convert). Takeaways from Jay Baer on why search is sending more traffic: Less use of social overall, social algorithms showing fewer posts from companies, fewer links in social posts, more social indexed in search engines. If you have an extra minute, definitely watch Jay’s LinkedIn video explaining this trend.
Search vs. Social: Share of Visits Chart

Shareaholic Data Report: Pinterest, Google, & Instagram big winners as Facebook share of visits falls 8% in 2017

  • Facebook Will No Longer Allow Third-Party Data for Targeting Ads (The Verge). The company is disabling a form of ad targeting called Partner Categories, which allowed prominent third-party data aggregators like Experian and Acxiom to provide clients with offline data like purchasing activity to inform ad targeting.
  • Facebook Quietly Removes Ad Filter to Target Users Based on Their Relationship Preferences (Marketing Land). The decision to remove the ‘interested in’ filter from its ad platform was based on feedback from outside experts. The decision could prevent malicious behavior targeting the LGBTQ community.

Learn:

  • Cracking The Twitter Algorithm: 11 Brilliant Ways to Outsmart the Timeline (Sprout Social). This thoughtful post from Sprout Social outlines several ways to increase your organic reach on Twitter, such as tweet consistently, run twitter ads, use twitter video, re-share your top tweets, engage when people mention you, make timely tweets, use emotional trigger words, and several more tips worth considering.
  • Facebook Isn’t the Only One Tracking You. Here Are 5 Ways to Protect Yourself (Digital Trends). With all the heat Facebook is taking for allegedly abusing data as part of the Cambridge Analytica scandal, now might be a good time to consider how you can keep your personal data private online. This article has five helpful tools.

By the way, I share most of the social media news articles and learnings that I come across throughout the week on my Twitter and LinkedIn profiles. Feel free to follow me to keep up. And of course, if you see something interesting in the news, please share.

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About eric_wheeler

I'm a social media specialist and a graduate of St. Cloud State University with a Masters Degree in Mass Communications with emphasis in PR and Advertising. My interests include social media, marketing, photography and traveling. View all posts by eric_wheeler

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