Agency Partner Joins “Morning After” on CW33 TV To Discuss Social Media Safety

Originally aired live on Nov. 3, 2021, on CW33 TV; by the Digital News Desk
DALLAS (KDAF) — More than 7,000 CEOs have been impersonated by scammers since the beginning of the COVID-19 pandemic.That alarming statistic hits home for many others across the world as the FTC says they measured about 500,000 imposter scams since 2020.

This problem is now affecting our very own Jenny Anchondo as she battles with social media accounts pretending to be her and scamming people out of hundreds of dollars.

Adam Rizzieri, co-founder and chief marketing officer for Agency Partner Interactive, joined our show to talk about the dangers of social media impersonation and what you can do to prevent it.


 

 

© 2021 Nexstar Media Inc. and Agency Partner Interactive LLC. All rights reserved.

Other Resources

Learn more about “imposter scams” today. These are a growing threat and have increased in frequency since the COVID mandates. Individuals and businesses alike are targets and the FTC has proven to be a great resource on this topic.

Click Here to learn more from the FTC’s official website.

Catch Us In the Media & Leverage The Power of Your Online Presence

Agency Partner’s award-winning team often contributes expert opinions and perspectives on things that matter. Follow our contributions to the latest news and media topics or head over to the newly reinstated/uncancelled Agency Partner YouTube page to see us on TV and hear us on the radio or podcasts.

If your business is looking to utilize a digital marketing strategy or perhaps you need help with your web design and mobile needs, we’re happy to help! For no risk and no obligation, give us a shot!

Make the team at Agency Partner your next call.

A Deep Dive Into Facebook Ads: How to Create, Optimize, and Test Facebook Ads

A Deep Dive Into Facebook Ads: How to Create, Optimize, and Test Facebook Ads

Expert Tips For A Deep Dive Into Facebook Ads: How to Create, Optimize, and Test Facebook Ads

Marketing is the art of effectively speaking to prospective customers on their terms and convincing them that your particular product or service is genuinely worth spending some money on.

To carry out the subtle art as effectively as possible, people use many different channels. Still, some have only really started to become recognized for their full potential in recent times.

Until quite recently indeed, many marketers believed that Facebook marketing was essentially a waste of time – and if you’re the average Facebook user, you might also be suspicious that very few people end up clicking on those ads.

Though, you’d be wrong if you came to either of these conclusions.

Facebook advertising can be very effective indeed in a variety of different ways. It’s just a b matter of understanding which businesses are the best fit for Facebook ads and then knowing how to properly run successful ad campaigns tailored to the business in the right way.

Here’s a rundown of some of the basics you should understand about Facebook ads.

Are Facebook Ads Right for Your Business?

Although Facebook ads can be very effective, it’s essential to remember that they won’t be the best fit for every business model.

Before getting started with using Facebook ads, it’s essential to investigate whether or not your business is likely to be one of those that will benefit from this particular marketing approach. It’s also necessary to understand how Facebook ads have developed over time – such as the fact that they are now much more helpful than in the past for selling products directly to customers.

Here are some of the types of business models that might be a good fit for Facebook ads.

Low-Friction Conversion Businesses

“Low-friction conversion” refers to a business model where you don’t ask very much of your prospective clients upfront whatsoever.

When it comes to Facebook marketing, it’s important to remember that the people who click through to your site are likely not very invested and are not already highly motivated to purchase your product or service. For that reason, you need to make the process of converting visitors into leads as smooth and easy as possible.

It’s mainly because businesses such as Groupon that only asked for a simple commitment upfront – like signing up with an email address – tend to be especially well-suited to Facebook advertising.

Businesses Based on Small Purchases or Long Sales Cycle

Businesses based on earning revenue from their customers over a prolonged period, maybe as a result of repeated small purchases, are likely to do better in terms of benefiting from Facebook ads than businesses that try to sell expensive goods upfront.

This again is partly down to the fact that Facebook ads tend to attract casual interest. In contrast, people tend to only make large, expensive purchases after plenty of premeditation and consideration.

An ideal approach might see a business earning 20% payback on their Facebook ad on day one and 100% payback after six months.

Tips for Properly Targeting Your Facebook Ads

Facebook ads allow for exact targeting of your advertisements to particular demographics and prospective customer bases to ensure that your ad has the highest likelihood of being correctly effective.

Unfortunately, failing to target Facebook ads appropriately is the number one thing that makes them ineffective for many marketers.

Just a few of the various things that Facebook allows you to target your ads based on include:

  • Language 
  • Relationship status 
  • Location 
  • Age range 
  • Interests
  • Connections 
  • Education

Here are some of the targeting techniques you can employ using Facebook ads.

Targeting to Facebook Lookalike Audiences

Facebook offers the powerful ability to target your ads to “Lookalike Audiences,” which means targeting your ads to audiences that are similar to yours but that exclude your current audience.

If you have Facebook Pixel or other custom audience data that you can plug into the advertising tool, you will be able to use this service to break new ground potentially.

Retargeting to Existing Customers or Audiences

Facebook allows you to “retarget” ads to people who are already familiar with your business, products, and services by focusing on users who – for example – have already clicked on an advertisement of yours or visited your website without completing a purchase.

This can be a great strategy to close the deal and up the ante with new and alluring products or more dynamic and visually appealing ads than previously.

Detailed Interest Ad Targeting

Facebook allows for a truly staggering amount of specificity when it comes to detailed marketing. You can even market to individuals who have “liked” specific films or sports, among other things. As a general rule, the more focused you can get your ads, the likelier you will find an audience that is ideally in line with your particular product or service. On the other hand, if you are too broad, you can easily miss out. Wherever possible, go for maximum nuance and detail when targeting your ads.

Broad Category Ad Targeting

Going for a “broad category” approach to ad targeting instead of detailed interest ad targeting tends to be more expensive and result in fewer conversions.

While this should not be your first-line approach to Facebook advertising, broad category targeting may be helpful alongside detailed interest targeting in some instances. It’s something to try out in a balanced and tentative manner.

Utilizing Visuals for Ads

Visual elements are essential for getting people to click on your Facebook ads, so it’s necessary to go for high-quality images and graphics.

Avoid going for any low-quality pictures or very generic stock images, and don’t make your logo prominent (or even include it at all) unless you are a significant and recognizable company.

Instead, purchase high-quality images or look for unique and high-quality photos with a Creative Commons Licence, and emphasize pictures of people, clearly visible text with easily readable and well-designed typeface, and elements of humor if they work in the context of your ad.

Agency Partner Featured In Katy Trail Weekly: Most Disliked Brand in Texas Surprising

Most Disliked Brand in Texas Surprising

Originally published on KatyTrailWeekly.com, Written by David Mullen

A new statistical report asserts that the most disliked brands by state on social media are often not necessarily the ones you might think. For example, Colonel Sanders is not welcome in Des Moines. KFC (Kentucky Fried Chicken) is the most disliked brand on Twitter in Iowa. In Kentucky, it is Uber. Go figure.

Many of the most successful companies and well-known names have become unpopular brands. RAVE Reviews teamed up with research tool SentiStrength to measure the most hated brands across the U.S by state as measured on Twitter. They assessed more than a million brand-related tweets for positive or negative content and calculated what is referred to as the “hate rate” (percentage of negative tweets) by state.

Everyone loves LEGO, right? In six states, the brand is the most unpopular. No data supports if the hate rate coincides with the percentage of parents with young children that walk around the house in their bare feet.

Twitter, as a social platform, doesn’t represent the diverse opinions of states, let alone countries…

“Twitter, as a social platform, doesn’t represent the diverse opinions of states, let alone countries,” said Adam Rizzieri, an SMU and Boston University graduate and CMO at the Plano based Agency Partner Interactive, a marketing company that specializes in working with small business to help them create online experiences to foster growth. “And it is overwhelmingly male and typically more affluent. But that doesn’t mean what comes off Twitter doesn’t matter.”

It is logical that a foreign car brand is most hated in Michigan. But one would think it would be Toyota, Nissan or Honda in America’s automotive center. The most hated brand in Michigan is Ferrari. “I think that might relate to racing fans,” Rizzieri said. “[It could be] throwing hate on whatever [Ferrari Formula One drivers] Carlos Sainz, Jr. or Charles Leclerc had done on the racetrack. Why do so many people hate KFC or LEGO with so much fury? People are two to three times more inclined to tweet a frustration than a positive experience. With KFC, it could be a delivery experience like “They forgot my gravy!”’

In California, surprisingly, Uber is most hated brand, even though the company is headquartered in San Francisco. “People that hate Uber are still going to use the service,” Rizzieri said. “It’s a little unfair. Think about the volume. I think Uber and Toyota share the same thing. They do so much volume and have a ton of happy customers. But because they have so many users, you are bound to do something — or not do something — to piss somebody off.”

Amazon is the most disliked brand in New Mexico, which seems counterproductive. So does Red Bull not charging up Nevada, America’s 24-hour gaming mecca. McDonalds is not a Maine brand, Minnesota is not gaga over Google, Colorado dislikes Disney, Alaska is not hot on Starbucks and Mississippi hates French luxury fashion brand Chanel. Maybe Mississippians meant to say “channel” because they don’t like their TV shows.

Sony is the most hated brand in Texas. That seems odd. One would think that any company not based in Texas would be tied for No. 1 least liked brand.

“I tried to think about that one because I have literally never heard someone [in Texas] say, ‘I hate Sony,’” Rizzieri said. “As a company, at a higher level, it is a multi-national conglomerate. It is a huge corporation. They are a movie producer. They are an electronics manufacturer. They are also a gaming console brand.

“When I think about Texas and Sony and what the connection might be, I go back to the eSports gaming world,” Rizzieri continued. “All of the people competing may be use Sony consoles or the games themselves and are expressing some sort of discontent. You have [Mark Cuban] and Jerry Jones investing heavily in eSports, and you have a big gaming concentration in Houston and Dallas.”

Tesla is the second most hated brand in Texas, despite building a large plant in Austin. Texas is synonymous with oil and Tesla is synonymous with green energy. Oil and alternative power don’t mix.

The thing that people should recognize is that source of the tweet matters tremendously

“The thing that people should recognize is that source of the tweet matters tremendously,” Rizzieri concluded, “whether it is a troll just throwing some hate or if it is Elon Musk talking about what Tesla’s next big investment or next partnership is going to be. When Elon [Musk] tweets something, you know it is going to be really important.

“Think about Disney. Thirty percent of all the tweets on Twitter about Disney were really hateful, mean tweets. In the same year that they had all of this negativity spewing on social media, their share price rose by 125 percent. Negativity on social media doesn’t always matter. What matters most is who is tweeting and what the customer cares about.”

© 2021 Trail Publishing and Agency Partner Interactive. All rights reserved.

Catch Us In the Media

Agency Partner’s award-winning team often contributes expert opinions and perspectives on things that matter. Follow our contributions to the latest news and media topics or head over to the newly reinstated/uncancelled Agency Partner YouTube page to see us on TV and hear us on the radio or podcasts.

If your business is looking to utilize a digital marketing strategy or perhaps you need help with your web design and mobile needs, we’re happy to help! For no risk and no obligation, give us a shot!

Make the team at Agency Partner your next call.

Facebook, Instagram, and WhatsApp are Down

Facebook, Instagram, and WhatsApp are Down

Facebook and Instagram’s servers are down for nearly 2.85 billion users worldwide. Facebook CTO, Mike Schroepfer, added the following statement via Twitter:

Inside Facebook, the outage has broken nearly all internal systems employees use to communicate and work. Several employees told The Verge they’ve resorted to talking through their work-provided Outlook email accounts, though employees can’t receive emails from external addresses. Employees logged into work tools such as Google Docs and Zoom before the outage can still use those, but any employee who needs to log in with their work email is blocked. 

The Verge reports that Facebook engineers have been sent to the company’s U.S. data centers to try and fix the problem, according to two people familiar with the situation. That means the outage, already Facebook’s most severe in years could be further prolonged. 

What does this mean for your business? 

Having a well-built website that won’t crash is important for sales and customer representation. Depending on when Facebook’s servers will be back up, this could negatively affect their business. Since Facebook went down, its stock $FB has been down nearly 5 points. 

Many businesses are scrambling to cope with this potential loss of revenue due to the outage. The best course of action for businesses is to ensure their email and SEO strategies are included in their marketing strategies 

How can we help you protect your sales during outages? At Agency Partner Interactive (API), we focus on a holistic marketing strategy that does not rely on only social media. Having a proper SEO strategy can prevent your brand from losing out on sales or leads when Facebook or Instagram goes down.
Contact us now! 

Trump’s Injunction Request Has ‘Strong Basis for Prevailing’

Originally published on Newsmax.com, Written by Marisa Herman

Former President Donald Trump’s lawyers have crafted an “impressive” legal argument that has a strong chance of convincing a judge to compel YouTube to reinstate his channel, according to at least one attorney familiar with the lawsuit.

In one of his three class-action suits, Trump asked a Florida judge overseeing his case against YouTube to issue a preliminary injunction that would require the company to reinstate his account on the platform, which would allow him to sell merchandise as part of any political fundraising efforts, the New York Post reported.

Trump’s lawyers say they will file similar requests in the suits against social media giants Facebook and Twitter. Trump’s legal team argues that keeping the former president off of the platforms would cause irreparable harm to Trump as a potential political candidate in the future and the Republican Party overall.

“This injunction is so important because quite possibly the midterms are on the line here,” said marketing and Big Tech expert Adam Rizzieri.

Attorney Paul Kamenar, who serves as counsel to the National Legal and Policy Center, said he was “very impressed” with the legal arguments put forward by Trump’s attorneys.

“The legal issues presented are excellent,” he said. “I expect [the injunction] to be granted either by this court or by the appellate court.”

Kamenar expects the forthcoming injunction requests to also have a “strong basis for prevailing.” If the judges deny the motions, however, he believes the appellate court would “look favorably on the appeal.”

In the three separate, yet nearly identical, lawsuits filed last month, Trump claims he has been unlawfully censored by the Big Tech companies. The suits also ask federal judges to overturn the immunity protections afforded to these companies by deeming Section 230 of the Communications Decency Act unconstitutional.

Under Section 230, Internet companies are largely exempt from liability for the material posted by users. The section permits social media platforms to moderate posts that violate their standards or are obscene – if they act in “good faith.” But many conservatives argue the Big Tech titans have gone out of their way to silence their viewpoints on various politically charged topics.

Trump was booted off social media platforms for posts and comments he made following the Jan. 6 U.S. Capitol breach. He has been permanently banned from Twitter and is ineligible to return to Facebook for at least two more years. YouTube’s CEO Susan Wojcicki said in March that the video platform would lift its suspension on Trump’s channel when it decides the risk of real-world violence has decreased.

In announcing his decision to file a motion for preliminary injunction, Trump said he is “fighting back” against “Big Tech’s unlawful and Communist-style censorship.”

“The American people, and truth itself, are under attack by Big Tech’s unlawful and Communist-style censorship,” he said in a statement. “We filed a historic class action lawsuit because every American deserves to have their First Amendment Rights protected, not destroyed by leftist radicals in Silicon Valley.”

Since announcing his plan to take on Big Tech, he said more than 85,000 Americans, whose “voices are being silenced and freedoms restricted,” have joined the suit.

“We must fight back,” Trump said. “They are destroying our Country. There is nothing more important than our right to free speech.”

Trump filed the suits with the America First Policy Institute, which was founded by former members of his administration.

The motion for injunctive relief argues that Trump’s First Amendment rights were violated and that YouTube violated Florida’s Deceptive and Unfair Trade Practices Act.

Kamenar believes that Trump will win on both arguments because Trump’s attorneys crafted a powerful case showing how YouTube is “arbitrarily discriminating against President Trump” with “no rational basis” when compared to how it treats other YouTube users who have been allowed to remain on the platform despite showing violent videos.

According to Trump’s suit, YouTube removed a video about the Capitol breach from his account on Jan. 6. He was indefinitely suspended from the platform on Jan. 27.

Kamenar said the motion points out how YouTube violates Florida’s consumer law by unfairly determining who it lets on its platform and who it kicks off.

“They are arbitrarily applying their reasons in a way that discriminates against Trump and thousands of others conservative voices,” he said.

AFPI Constitutional Litigation Partnership executive director Katie Sullivan told the New York Post that the social media giants have “inconsistently applied their terms and services and their community standards” and “they censor specific voices and thought so that other users only hear one side of a story.”

She pointed out that banning Trump from Twitter, but allowing the Taliban to broadcast from the platform as they took over control of Afghanistan is a “perfect example” of the uneven application of rules.

“I mean that’s just low-hanging fruit right there,” she said.

Trump railed against Twitter last week for permitting the Taliban’s presence on the platform while his ban continues to stand.

“It’s disgraceful when you think that you have killers and muggers and dictators and horrible — some horrible dictators and countries, and they’re all on, but the president of the United States, who had hundreds of millions of people, by the way, he gets taken off,” Trump said in a statement.

Rizzieri said Twitter’s decision to allow the Taliban on the platform while keeping Trump off sends the message that Trump is worse than a regime that has killed Americans, beaten women for showing their faces in public, and conducted public beheadings.

When you compare the two accounts and realize a former U.S. president, who was supported by at least half of the country, is banned, while a militant regime is still active, Rizzieri said it is “so ridiculous” and the “definition of hypocrisy” – but that hypocrisy runs rampant in Big Tech.

The lawsuit against YouTube, which also names the CEO of parent company Alphabet as a defendant, additionally claims that the company was forced to ban Trump by Congressional lawmakers, especially Democrats.

Rizzieri said it won’t be hard for Trump’s legal team to prove there is a “strong link” between Twitter’s leadership team and the White House communication team when it files that motion for an injunction. He pointed out that White House press secretary Jen Psaki has said on the record how the White House has an open line of communication with Big Tech companies.

“We are in regular touch with the social media platforms, and those engagements typically happen through members of our senior staff, but also members of our COVID-19 team,” Psaki told reporters during a July press briefing.

She added that the White House was “flagging problematic posts for Facebook that spread disinformation.”

Rizzieri said if Trump’s lawyers can show “with consistency” just how closely tied the White House is with the Big Tech officials who are “making daily censorship decisions,” the case will be a “shoo-in” for Trump and his nine co-plaintiffs.

© 2021 Newsmax. All rights reserved.

Catch Us In the Media

Agency Partner’s award-winning team often contributes expert opinions and perspectives on things that matter. Follow our contributions to the latest news and media topics or head over to the newly reinstated/uncancelled Agency Partner YouTube page to see us on TV and hear us on the radio or podcasts.

If your business is looking to utilize a digital marketing strategy or perhaps you need help with your web design and mobile needs, we’re happy to help! For no risk and no obligation, give us a shot!

Make the team at Agency Partner your next call.

‘Woke” MLB Team ‘Sold Out Fan’ in Racial Slur Flap

Originally published on Newsmax.com, Written by Marisa Herman

A Colorado Rockies fan who just wanted a family photo with the baseball team’s mascot, Dinger, instead was vilified by the home team and excoriated by countless outlets and social media trolls as a racist.

During a Sunday game at Coors Field, an unidentified person alerted the Rockies that they thought they heard a fan repeatedly yell a racial slur while Lewis Brinson, a Black outfielder for the visiting Miami Marlins, was batting in the ninth inning. As it turns out, the fan wasn’t yelling a racial epithet and was just trying to get the attention of the Rockies’ mascot – a purple triceratops named “Dinger,” who is named after a decades-old, common slang term for a home run.

But by the time that determination was made and the fan was fully cleared, the damage was done.

The Rockies issued a statement while still pursuing their own investigation and called the incident disgusting. Tony Clark, a former player who now serves as the executive director of the Major League Baseball Players Association, condemned “the abhorrent racial animus displayed today.” Multiple national media outlets ran with the story under the same framing – as indisputable fact – without independently verifying the allegation. Headlines and tweets posted by several heavily trafficked outlets and prominent reporters repeatedly lacked any qualifiers – such as “allegedly” or “purportedly” – to indicate to readers that the accusations had not been confirmed.

When the team investigation did wrap up, it ultimately found that the unidentified fan was “indeed yelling for Rockies mascot Dinger, in hopes of getting his attention for a photo, and there was never any racial slur that occurred.”

But that’s likely little consolation for the fan who was “sold out” by the Rockies’ rush to judgement, according to Juda Engelmayer, a crisis manager and president of HeraldPR.

“They jumped into it,” he said. “But they jumped into it irresponsibly. The team has the responsibility of making sure it is right before they do anything.”

Engelmayer said the team was probably quick to condemn the alleged incident with the intent to protect its brand and players. He said the team should have waited, however, and said it was not prepared to comment until the investigation concluded.

“I think the team ultimately did the right thing, but they handled things wrong at first,” he said. “It’s a tricky time we are living in and no one knows how to handle things so they don’t get ‘canceled.’ We are a little too overly sensitive looking for the charlatan, looking for the problem, looking for the sensationalism.”

Ivan Parron, a sports attorney and sports law professor at Florida International University, said that, even though the Rockies ended up facing a stiff backlash for jumping to conclusions, he isn’t surprised by the initial action taken by the team or the MLBPA.

“Unfortunately, in the times that we live in, from a sporting organization standpoint, when it comes to crisis management, they are going to err on the side that will have less backlash if they are wrong,” he said. “It’s sad for this individual that he got caught in the middle of this.”

The sporting world has become the “center of where all of our social issues are laundered through,” Parron said, and that means anything sensational related to sports is “automatically news,” which led to the story going viral almost immediately.

Parron said the fan may have a legal case if he can prove his reputation was sullied, though, proving damages can be difficult. If he does so, Engelmayer said the Rockies ultimately bear responsibility for accusing the fan.

“In my field, you say it takes a lifetime to build a reputation and 30 seconds to destroy it,” he said. “This guy’s face has been all over.”

The fan wasn’t identified in any official statement, however, images of him sitting at the game and calling for the mascot were widely disseminated on social media. While the fan will likely be able to explain the situation to family and friends, Engelmayer said there’s no guarantee the general audience will care – or even hear – about the mix-up.

“It’s not fair and it’s not right,” he said.

Digital marketing expert Adam Rizzieri said he “can’t imagine” how that fan is feeling after being accused of such loathsome behavior.

“I know people who have been canceled for less, literally innocent people.” he said. “It’s what gets people fired and suspended from their jobs. It’s a toxic reality. You never know what can happen to you when you are exposed online.”

Before the Rockies concluded the investigation, several players, commentators, and reporters brutally ripped the fan for what later turned out to be a misheard word.

Some quickly walked back their comments after the probe was completed.

“I personally apologize for jumping to conclusions,” tweeted Adam Jones, a former All-Star player who’s spoken about his own experience being berated by racial taunts from fans while in the outfield. “I felt, and many heard, something vile and nasty. It’s not the case. So I apologize to him and his family. Know when you’re wrong and apologize.”

But even after the Rockies issued a muted statement clearing the fan of any wrongdoing, social media posts repeating the false racial slur accusation continued to circulate on Twitter and other platforms. Despite social media platforms’ vow to crack down on posts containing “misinformation,” Rizzieri said the truth is it’s “impossible for Twitter to check every post for ‘misinformation.’”

He said Twitter has acknowledged that it “won’t address all misinformation” and that it gauges what posts it will flag based on the “severity” of the content.

While labeling a man a racist seems severe enough to garner some sort of action from Twitter, Rizzieri said the “system isn’t designed to protect one person, and that’s a problem.”

“Twitter is really full of fake news,” he said. “And bad news can spread really, really fast.”

He said people are more likely to fall for and share fake news because it tends to be more “sensational and emotional.”

“The real news is just not that interesting,” he said. “A fan yells at a mascot, who cares?”

Rizzieri added: “People fall for things that aren’t really what they seem. And it’s really a tragedy.”

© 2021 Newsmax. All rights reserved.

Catch Us In the Media

Agency Partner’s award-winning team often contributes expert opinions and perspectives on things that matter. Follow our contributions to the latest news and media topics or head over to the Agency Partner YouTube page to see us on TV and hear us on the radio or podcasts.

If your business is looking to utilize a digital marketing strategy or perhaps you need help with your web design and mobile needs, we’re happy to help! For no risk and no obligation, give us a shot! Make the team at Agency Partner your next call.

7 Keys to An Effective Facebook Ad Strategy

Expert Tips For 7 Keys to An Effective Facebook Ad Strategy

 

The complexity of Facebook advertising can seem overwhelming, especially if you are an agency partner fairly new to the methodology. You know that your digital marketing ads should be optimized somehow, but with so many options and dropdowns presented to you, the path to successful ads is somewhat unclear.

This article demystifies the process for you and gives you some helpful advice!

Facebook advertisement has grown quite sophisticated over the years and can provide your brand or business with excellent opportunities for high engagement and conversions.

Understanding the key elements of an effective Facebook digital strategy gives you a solid road map to follow, keeps you focused on your objectives, and maximizes your marketing budget. Read on for the seven keys to an effective Facebook Ad strategy!   

Know your target audience 

You’ve heard this a million times, but that’s only because it’s so vital to effective Facebook ads! Understanding your target audience is the starting point for effective Facebook ads since it optimizes other aspects of the strategy and sets your campaign up for success. Begin with a broad overview of your target demographic, including age, education, income, and family life. When you have this information, you can start to detail their online behavior and interests. This is your buyer persona that will massively increase engagement and lead generation.   

Your Ad objective  

On the Facebook platform, you have a choice of ad objectives. These are more than simply a way to focus your campaign and arrange your thinking. Facebook objectives influence the way your marketing budget is spent. Examples of Facebook objectives include brand awareness, traffic, post engagement, video engagement. The reason why Facebook objectives are so important is that they determine how your budget is spent. If you choose a “traffic” objective, for instance, you pay based on clicks. Conversely, if your objective is “video,” you pay based on the number of 10-second views. Of course, having an objective also helps to focus your campaign, but it’s much more than that.   

Focus on audience pain points  

This is where your audience persona starts to pay off! Obviously, you won’t appeal to everyone; that’s not the point. Instead, you want to zero in on a particular target customer and show them how your product can fix their pain point. The better you understand your target audience, the more precise you can be regarding pain points. But it isn’t only about demonstrating how your product works and why they should invest in it. Working with pain points and your target audience also helps you decide on display criteria such as graphics or video. The format of the ad must also appeal.  

Use Ad Funnels 

Facebook Ads offer so much in terms of audience segmentation and targeting. One essential element is Ad Funnels. Ad Funnels allow you to appeal to various target audiences at different stages of the customer journey. If no one has heard of your brand before, you can engage them with brand awareness. Similarly, you can meet long-term customers at the interest or consideration stage. To use Ad funnels effectively, you will need to set up a series of campaigns. All this might seem like extra work, but you significantly improve your chances of engagement and conversions when you target customers at the right stage.  

Be smart with bidding. 

Bidding is a crucial part of your Facebook ad strategy! It is often viewed as an afterthought, but in reality, it strikes a balance between your campaign budget and your engagement levels. Carefully optimize your ad bidding, and Facebook will automate your ads to get the highest placements. You can choose between a cost cap or a bid cap. A cost cap is normally set at $0.34 per click, and you can choose a daily budget. This helps keep your campaign costs under control. Additionally, you can choose “target bids” that use an average bid amount. So if Facebook thinks it can get you a higher placement, it will spend a little more.    

Optimize mobile Ads 

Not surprisingly, the majority of audience engagement on Facebook is through mobile! This means that your ads must be optimized for mobile if you want them to be effective. Mobile ads are short and snappy. In contrast to desktop ads, they only give you three lines of copy before the “continue reading” option. The first thing you want to do is front-load your ad copy to give readers a clear idea of your product and what it does. You only have three lines to do this. The other thing you need to keep in mind is the image size. Pay close attention to the dimensions so your ad is not awkwardly cropped. Preview everything before you commit to the ad.

Split testing  

Split testing is a handy feature of Facebook ad strategy that should be used throughout your ad campaign. Split testing allows you to test various audiences against your ad objective to see how they perform. Carry out this process throughout your campaign to optimize for the best results. Facebook split testing is exceptional if you want to test a single element of your campaign – such as images or copy – against different audience segmentations. Since this is what you are primarily interested in doing anyway, Facebook allows you to closely align your ads with the demographics and expectations of your target audience.  

Final thoughts 

Facebook ads have followed Google ads in its approach to Ad marketing, one reason it is so effective. Like Google, Facebook marketing allows you to segment your audience and target specific demographics and particular stages of the customer journey. This significantly increases engagement and conversions. To ensure your Facebook ads are effective, it pays to understand the key elements of their Ad strategy and optimize yours according to the available functionality.  Facebook currently has 2.8 billion monthly active users making it still the world’s largest social media platform.  By using Facebook marketing experts and utilizing the power of their digital advertising methods, you can engage with target customers more effectively and grow your audience simultaneously with a Fb ads strategy. 

Facebook’s Push Into the Metaverse Is “Next Evolution of the Internet”

Originally published on Newsmax.com, Written by Marisa Herman

Imagine attending a packed Trump rally halfway across the country – without leaving your couch. Or meeting the boss for a team strategy session at a café near the foot of the Eiffel Tower without ever crossing an ocean. Unreachable vistas could be a thing of the past as Facebook aims toward the future with the metaverse.

Tech experts warn, however, that the convergence of real life and fantasy in a metaverse has a dark side that could upend society when it comes to the politics, economics, and policing of the virtual world.

During a recent earnings call, CEO Mark Zuckerberg pivoted from discussing the company’s current financials to focusing on Facebook’s future. And his plans seemingly turn the plot of numerous science-fiction movies into reality by creating a virtual world for Facebook’s 2.8 billion users.

Zuckerberg said the social media behemoth plans to become a “metaverse company” and described the new landscape as a “virtual environment where you can be present with people in digital spaces. You can kind of think of this as an embodied internet that you’re inside of rather than just looking at.”

So, instead of just watching a video of hiking Mount Everest, you could do it — in a sense — either as yourself or a digital avatar version of yourself, feeling all the elements, without leaving home or chancing your own safety. It’s a feat that gamers have been tantalizingly close to experiencing for some time: leaving the real world behind and immersing themselves in a virtual reality.

“This is the next evolution of the Internet,” said marketing and big tech expert Adam Rizzieri. “And it is already happening. This move toward recognizing the metaverse reflects an inevitability of our time. It’s a reflection of where we are with artificial intelligence and how machines are increasingly intertwined with every second of our physical existence.”

Tech experts aren’t surprised that Zuckerberg teased the possibility there’s a metaverse on the horizon. Facebook spent $2 billion to purchase Oculus in 2014, which was the company behind virtual reality gaming headsets, and has invested more money and manpower in developing the next wave of tech that fuses virtual reality, augmented reality, and the real world.

Tech experts say there are several factors that could have fueled the timing of Zuckerberg’s metaverse push: 1) To get investors hyped about what the future could bring for Facebook — beyond its social media platform — to boost its stock; 2) To provide a distraction from the big tech crackdown Congress has deployed on platforms such as Facebook; 3) To give a glimpse into what the future holds when it comes to the next wave of innovation in order to maintain Facebook’s dominant status in the tech sphere.

Andrew Selepak, a social media professor at the University of Florida, said it was a “pretty big PR move” for Zuckerberg to discuss something that is “far out in the future.” But he said it was also a “great way to shift focus during the current news cycle to something else,” especially as Facebook is taking a beating on Capitol Hill.

Rizzieri said Facebook is afraid of “being behind.” While it may surprise some, he said Facebook found itself scrambling to catch up with the shift from desktop computers to mobile devices and early versions of the Facebook app were buggy. He believes Zuckerberg’s metaverse push could be rooted in a fear of repeating the same mistake twice.

Regardless of the motivating factors behind the metaverse push, techies say the Matrix-like environment is already taking over parts of our daily lives.

“We have been promised virtual reality for years,” Selepak said. “A lot of the beginnings of the technology are here and have been around for some time. It’s what’s next.”

Selepak points out that people are already using elements of augmented reality when they use apps like Snapchat and Instagram or even put up a virtual background in a Zoom meeting. He said the coronavirus pandemic likely sped along the development of a metaverse that appeals to more than gamers.

“Virtual reality is just the next step of that virtual meeting,” he said.

Tyrone Evans Clark, a 3-D game artist and programmer, said gamers have been “super invested in metaverse games,” especially amid the pandemic where people could connect without having to meet in person.

He expects the metaverse to mirror the real world in many ways, especially when it comes to politics and economics. He said people will form alliances in the metaverse in the same way they do in real life, based on commonalities, like age and interests.

“Everything will be virtual, including groups that people are already part of in the real world,” he said. “The virtual alliances on a political level will help people understand each other more all around the world, while making explicit agreements and potentially buying and sharing virtual goods amongst themselves.”

While forms of augmented and virtual reality are already integrated in our daily lives, Selepak points out that just what a defined metaverse will be remains largely unknown. He notes that a major hurdle to overcome for Facebook, and other companies interested in the metaverse, is hardware. Clunky headsets will be a barrier for entry for many who want to test out the alternative world.

But despite not knowing exactly what a metaverse will look, feel, and sound like, Selepak knows it will likely be a money maker. If the metaverse takes a page out of the gaming world, he said it will feature tons of advertisements and the ability to purchase goods and services in the virtual world that will line the pockets of the company in the real one.

Not only will Facebook profit financially, Rizzieri said the company would likely become extremely more powerful, especially if it owned all the data associated with users in the metaverse.

“Do we own our own data or does the metaverse own our data?” Rizzieri asked.

While the metaverse could provide a lot of advantages for both the user and private sector, he wonders just how much power big tech would relinquish over its metaverse creation.

“I really wonder what this is going to look like in real life,” Rizzieri said. “While this definitely drops the ‘fiction’ from ‘science fiction,’ it comes with some extremely globalist, new world order type of scary implications.”

Selepak fears that parts of the metaverse will be dark and even disturbing. He noted the popular virtual world game called “Second Life” made headlines after people used their avatars for acts such as virtual prostitution.

To avoid illicit activity on the platform, like sex trafficking or drug deals that could be planned in the metaverse for real-life meetups, Selepak said the metaverse will have to be moderated and regulated. Currently, Facebook finds itself in a delicate position regarding moderating and regulating content on its social media platform, and experts say the metaverse would be no different.

“Once you have people interacting virtually and 2.8 billion people doing it, you will create a virtual surveillance state,” Selepak said. “Facebook will be monitoring everything everyone is doing in this virtual world.”

While the world will have to wait and see what exactly the metaverse ends up being, Rizzieri said it will ultimately be something we don’t log onto or plug into.

“One day, we will open our eyes and realize, I am totally combining my physical and digital worlds,” he said. “We aren’t going to have a whole lot of decision making behind whether we adopt the metaverse. It’s just going to hit us, and we are just going to find ourselves in the metaverse.”

© 2021 Newsmax. All rights reserved.

Catch Us In the Media

Agency Partner’s award-winning team often contributes expert opinions and perspectives on things that matter. Follow our contributions to the latest news and media topics or head over to the Agency Partner YouTube page to see us on TV and hear us on the radio or podcasts.

If your business is looking to utilize a digital marketing strategy or perhaps you need help with your web design and mobile needs, we’re happy to help! For no risk and no obligation, give us a shot! Make the team at Agency Partner your next call.

5 Important Digital Marketing Tactics in 2021

Expert Tips For 5 Important Digital Marketing Tactics in 2021

With the digital world constantly evolving, marketers are continuously challenged to stay updated with the latest marketing trends. A good percentage of our jobs consist of learning the new updates and seeing how it affects our current marketing strategies. 

In this blog post, we will be sharing 5 digital marketing tactics that have emerged in 2021. Although these marketing tactics aren’t necessarily new, marketers are looking at these tactics on a deeper level, learning the science behind them and how they can use these updates to their advantage. Below is a list of tactics that we will be discussing:

  1. Influencer Marketing 
  2. Mobile-First Marketing 
  3. Local SEO 
  4. Personalized Content / Audience Segmentation / AI 
  5. Voice Search 

With the advancement of technology, marketers are becoming more knowledgeable on ways they can reach their consumers and telling them what they want to hear. Even though the constant transformation of the internet can be draining, its development has been beneficial. 

Influencer Marketing

Influencer marketing has always been a traditional marketing tactic. The concept is simple. Someone with strong influence shares your product or service with their audience, and in return, you can gain more awareness from the promotion of your product. With the growth of social media each year, the impact of influencer marketing has become exponential. 

TikTok, for example, is the newest venture when it comes to influencer marketing. TikTok has been very successful in being a video-based app. Audiences are entertained for longer periods of time and stay on the app longer, giving marketers more exposure opportunities. The influencer marketing tactics on the app have been so successful that software marketers now use them to recruit influencers influential to their target audiences.

Instagram is another powerhouse in influencer marketing. Recently, Adam Mosseri, the head of Instagram, shared that there will be changes in the way users use the app. Video and shopping content will be prioritized, minimizing the visibility of photos posted by family and friends on the timeline. As you can imagine, influencer marketing will be used more frequently with these updates.  

Mobile-First Marketing 

Mobile-first marketing has been taken into more consideration by marketers in recent years. Many are starting to understand that the majority of online traffic derives from mobile devices, which means your content must be optimized for mobile devices for users to engage with it.  

If your website is not mobile-friendly, you risk the chance of quality leads leaving your site simply due to user experience. Marketers now understand the importance of mobile and how their content strategies must be based around it before executing.  

Local SEO 

SEO (Search-Engine Optimization) is becoming a more respectable piece in marketing. With the development of the internet, a website’s quality score plays a big part in measuring its success. Google will not make it easy for websites to gain traffic if it sees no relevance in it. Google’s priority is the user. They want more people to use Google to solve their day-to-day problems, and the way they are accomplishing that is by updating the algorithm to improve user experience. Google wants to make it easier for users to quickly search for something and find a solution to their problem. If your content is not answering a user’s question, your site will have a lower SERP (Search Engine Results Page), and it may never get found or clicked on. 

Local businesses have recognized the importance of SEO, and without it, they don’t stand a chance against the competition. Local SEO is essential because local audiences have a higher chance of conversion, and as a local business, you want to be present when that user is ready to make a purchase. Google My Business has helped many local businesses get listed on Google result pages. Utilizing keywords like your city name and services will make you more relevant, and it will higher your chances of appearing on a higher Google result page. 

Personalized Content / Audience Segmentation / AI 

Creating your content based on your target audience has always been a marketing best practice. And thanks to the growth of artificial intelligence, personalizing content has never been easier. Audience segmentation is the process of dividing your general target audience by traits and attributes. The segmentation helps marketers create and tailor content that will specifically market to that group. And with the help of artificial intelligence, marketers have understood their audience’s wants and needs on a deeper level. 

For example, if you are an ecommerce business, you can tailor your audience’s content by their shopping habits. A frequent buyer can receive a different newsletter from an infrequent one, and each of their newsletters will be customized to what each buyer wants to see. Artificial intelligence is becoming more and more advanced, and it allows marketers to use it to their advantage that goes beyond just email personalization. The data supplementation from AI software systems is skyrocketing, and it will enhance our marketing strategies as we continue in 2021.  

Voice Search 

Search engines and other applications have introduced voice typing features to enhance user experience. It makes searching a lot easier when it is hands-free. Marketers had noticed that when audiences used this feature, the keywords used are different from their regular typing. Due to the difference in vocabulary, SEO specialists consider how this will affect their SEO strategies.

Conclusion 

Digital marketing has advanced within just a few years. Marketers must consistently stay on top of the latest trends to ensure their digital marketing tactics are executed successfully. Even though some of the tactics mentioned above aren’t necessarily new, they have evolved with the advancement of technology. 

Agency Partner lives in the digital world, and we know how the digital landscape changes by the minute. If you have any questions about cutting-edge marketing tactics, please get in touch with Agency Partner.

Agency Partner Featured In Newsmax: “Trump Facebook Ban Upheld”

Trump Beats Facebook No Matter How Panel Rules, Experts Say

Originally published on Newsmax.com, Written by Marisa Herman
A panel stocked with anonymous content-moderation “judges” upheld Facebook’s ban of former President Donald Trump while also leaving the door open slightly to have that ruling revised in six months, but no matter what the group ruled, Trump was poised to claim victory – as the vindicated or the victim.
The social media giant, which froze Trump’s account in the wake of the Jan. 6 U.S. Capitol breach, cited a pair of Trump posts as having violated Facebook rules and Facebook CEO Mark Zuckerberg claimed Trump’s posts were meant to “undermine the peaceful and lawful transition of power to his elected successor, Joe Biden.” But while Twitter – which suspended Trump on Jan. 6 and booted him from the platform Jan. 8 – acted quickly, Facebook waited until Jan. 21 to announce that the company’s oversight board would render Trump’s ultimate Facebook fate — though that board then kicked the can down the road a bit more on Wednesday morning. The determination by the board also applies to Instagram, which is owned by Facebook.
Few of those experts and analysts who’d been hotly watching the drama play out pretended to know which way the board would rule before the odd 9 a.m. decision – but they all acknowledged how momentous the decision was likely to end up being.
“It’s a big day,” said Andrew Selepak, a social media professor at the University of Florida. “The oversight board is looking at something of great significance. This is obviously something that is vastly different from any decision they have made in the past in terms of size and scope.”
Dallas-based digital marketing expert Adam Rizzieri said the board’s verdict was a tossup.
“It really is a coin toss,” he said. “I give it a 50/50.”
If Trump was reinstated, Selepak predicted the president would do a “victory lap” of vindication against big tech and pressure other platforms that banned him to follow Facebook’s lead.
Aside from Twitter, Trump was also booted from other popular platforms, including Twitch, Snapchat and YouTube. On Tuesday evening, his website launched a new page that allowed one-way communication – in real time – from the 45th president at donaldjtrump.com/desk. Notably, Trump’s posts have a social share tool that allows users to push the messages onto Facebook and Twitter.
But the ban being upheld, however, may have represented an even bigger win for Trump.
Selepak expects a Republican-led backlash to be launched against big tech, which has been increasingly accused of silencing conservative voices.
“Being deplatformed makes Trump a victim of social media and gives him a greater voice against it than if he was simply allowed back on,” Selepak said.
Rizzieri agreed that a decision upholding the ban could add “much fuel to the fire” that already exists when it comes to creating new social media platforms and placing more scrutiny on big tech, in general.
And though Twitter “permanently” banned Trump months ago and YouTube CEO Susan Wojcicki said in March that the video platform would reactivate Trump’s account only when it was “safe” to do so, those sites and others may be pressured to quickly re-evaluate their decisions if Facebook goes against the grain six months from now, when the company is due to reevaluate its decision.
“If Facebook indicates that they are going to allow him access to his accounts again, it will be very difficult for Twitter, Snapchat, and YouTube to say we are still not,” Selepak said.
Facebook created its 20-member oversight board through an endowment it funded. The board and its bylaws were put in place last year, and members come from different countries and a range of professional backgrounds – including lawyers, human-rights advocates, former politicians, and journalists.
In the big picture, the board is tasked with determining whether Facebook correctly followed its policies in either leaving up or taking down content or accounts from the platform. Cases, which are either referred to the board by Facebook or from an individual user via a petition, are reviewed and adjudicated by five of the members.
The group of five who render the decision remain secret.
Once the small anonymous group comes to an agreement, their decision must be approved by a majority of the full board. In the case of a major disagreement, the process restarts under a new panel.
Once a ruling is reached, it’s binding, and Facebook has agreed to abide by the panel’s decision. The board may also recommend policies for Facebook to implement. But in the case of proposed rule changes, it’s up to Facebook officials to decide if new policies – or changes to existing rules – should be enacted.
“Irrespective of the decision, Facebook is looking to the committee for a policy recommendation on how they will ban or not ban world leaders moving forward,” Rizzieri said. “That gives the company the ability to say how they will make decisions moving forward.”
One thing social media experts do agree on is that, no matter which way the ruling goes, there will be plenty of scrutiny over the faceless group rendering the decision.
Rizzieri said while the oversight board’s members are generally respectable, educated, and influential people, the fact that only five total members are American could cause pushback. The interpretation of free speech varies among countries – but Facebook is based in America.
“Do we really want decisions that influence how we view free speech determined by this ‘social media supreme court’ that isn’t fully American?” Rizzieri said. “We really have no idea what might influence someone from a totally different country to make a decision about a policy or law.”
So far, the board has mostly reviewed posts made by users that most people don’t know. But in this case, the board was tasked with determining the fate of a former U.S. president who had some 35 million followers when his account was suspended and may run again for the highest office in the land in 2024.
Rizzieri said the board considered the following questions during its deliberations:

  • Did the content violate Facebook’s policies?
  • Did the removal of the content respect human rights standards like freedom of expression?
  • What was the intent behind the post?
  • Did the user understand Facebook’s terms and rules?

He said the board also takes into consideration nuances of the language used in the post and any surrounding context. It also took some time to review the more than 9,000 public comments that users submitted about the case.
In fact, that flood of public comments led the board to delay its original 90-day deadline to decide Trump’s fate.
Initial rulings issued by the oversight board earlier this year indicated they weren’t afraid to overturn Facebook’s content-moderation decisions. The board has overturned decisions in five of the seven cases it has ruled on so far.
“This independent oversight board is not a bobblehead nodding an affirmation for what Facebook is doing, just looking at how they judged their first five cases,” Rizzieri said.
Despite that demonstrated independence, if Selepak had to place a bet, he wagered the ban would be upheld.
“If I was to place some Las Vegas bet on it, the easiest thing for the board to do is uphold the deplatforming now that [Trump] is a private citizen,” he said. “What is the justification for lifting the ban? Allowing a private citizen the ability to go back on social media because he has a large following?”
Because Trump is now a private citizen, Selepak said Facebook can more easily justify its decision to uphold the ban by arguing he isn’t entitled to the same leeway as a sitting world leader.
Rizzieri completely disagrees. He saw a decision that allowed Trump to rejoin Facebook as the “path of least resistance.”
“If the decision is one that says we are going to keep Trump off of Facebook and uphold the ban, there will be a lot of attention on who is on that oversight board,” he said.
And if Trump does choose to run for office again, Facebook could be forced to reconsider any ban that may be in place at that time. The company has pledged to not limit the voice of any candidate running for office.
Facebook has typically adhered to its policy of not removing a world leader or sitting official from the platform. But it has taken down posts and suspended accounts of sitting world leaders such as Brazilian President Jair Bolsonaro and Iran’s Supreme Leader Ali Khamenei.
Rizzieri believes there is “no way” Facebook could sustain its ban if Trump were on the ticket in 2024 or became president in 2025.
A new Florida bill, which is expected to be signed into law by Republican Gov. Ron DeSantis, would actually fine social media companies that knowingly deplatform a political candidate. Under the proposed law, suspensions up to 14 days for rule violations would be allowed, however, and posts that break any terms of service could be deleted.
But the state’s elections commission would be able to fine a social media company $250,000 a day for statewide candidates and $25,000 a day for other candidates if a company’s actions are found to violate the law.
Even if Trump’s account was reinstated, regardless of whether or not he is running for office, Selepak noted he could have faced other sanctions, such as seeing a dip in his posts’ reach.
“There is no guarantee [Facebook] wouldn’t ‘shadow ban’ him or put warning labels on posts and limit his reach and voice,” he said. “These tech companies are very powerful because they can limit anyone’s voice.”
Even if Facebook did reinstate Trump and then use its algorithm to limit the reach of the former president’s posts, it’s something that Selepak said is very difficult to prove is taking place because users have no ability to “look under the hood” to see how the platform operates internally.
“They have the ability through their platforms to downgrade the posts,” he said. “They can do whatever they want to limit the reach of his posts using their algorithm. Posts may not get the reach they had in the past.”
Regardless of the outcome, Rizzieri said big tech can expect Congress to make some noise about how social media companies make content moderation decisions.
Already, there have been several attempts to look at Section 230 of the Communications Decency Act of 1996, which gives social media companies immunity from liability, from lawmakers on both sides of the aisle. Democrats want to go after the protection in order to curb the spread of what they say is disinformation, while Republicans rail against alleged censorship.
“Weekly, there is a new effort to overhaul, rewrite, or undercut Section 230,” Rizzieri said. “There is bipartisan support for a change to the overall system, but there hasn’t been a perfect solution proposed.
“Whether Trump is allowed back on Facebook or the ban is upheld, some sort of regulation is inevitable. The real question is: To what extent?”

© 2021 Newsmax. All rights reserved.

Catch Us In the Media

Agency Partner’s award-winning team often contributes expert opinions and perspectives on things that matter. Follow our contributions to the latest news and media topics or head over to the Agency Partner YouTube page to see us on TV and hear us on the radio or podcasts.
If your business is looking to utilize a digital marketing strategy or perhaps you need help with your web design and mobile needs, we’re happy to help! For no risk and no obligation, give us a shot! Make the team at Agency Partner your next call.