Facebook Beefs Up Tools for Publishers

By David Cohen 

PublishersInterestTargeting650Facebook announced a host of new features aimed at encouraging publishers to share more content on the social network, introducing the ability to target posts by users’ interests, a way to eliminate posts that are out of date, a new Smart Publishing tool and improvements to domain insights.

Product manager Holly Ormseth detailed the new tools for publishers in a post on the Facebook Media blog:

Interest targeting: To help you reach precisely the right people, we now offer the ability to target posts to a subset of the people that like your page (pictured above). For example, a publisher can use interest targeting to post a story about a sports game that will only be shown to people who like the teams that are playing.

This is now available to all pages that have enabled the targeting and privacy setting, and is currently only accessible on desktop.

Post end date: Post end date allows page administrators to specify a day and time to stop showing a post in News Feed. This tool prevents people from seeing out-of-date posts in News Feed, but posts will continue to appear on your page. For instance, a publisher can use this to remove yesterday’s weather report from News Feed.

This is now available to all pages that have enabled the targeting and privacy setting, and is currently only accessible on desktop.

PublishersPostEndDate

Smart Publishing: Until now, it has been challenging for large publishers to predict which stories will resonate with their audience. Smart Publishing is a new, optional tool that identifies and publishes stories that are popular with people on Facebook.

Once you enable the setting, frequently shared links to your website can appear in News Feed for people who like your page. Those posts will not appear on your page, but you’ll have access a new dashboard in insights to see analytics, moderate comments and choose which you want to post to your page.

Smart Publishing is currently available to a limited number of media organizations, but we hope to make it more broadly available in the coming months. Page admins can opt into Smart Publishing from the Publisher Tools section within page settings.

PublishersSmartPublishing

Improvements to insights: Accurate and actionable analytics are critical for media organizations to understand and optimize how their content is performing on Facebook. We’ve made a variety of improvements to domain insights to show how pages and social plugins drive traffic to websites.

We’ve added a new Top URLs section, which displays URL-level reporting and shows when other pages and influencers share a post you’ve made to Facebook. For example, if a celebrity shares one of your URLs, you’ll know why that URL may have reached more people than other URLs. We also made the interface more intuitive and provide a way to segment data for specific time ranges, including hourly.

We also recently fixed a bug that caused many third-party analytics tools to undercount the percentage of their organic traffic from Facebook. In the past, referrer data was missing from some of our outbound mobile clicks. This issue has been resolved for iOS, with a fix for Android coming soon. Publishers may see an increase in iOS mobile traffic from Facebook and a decrease in undefined sources or direct traffic.

PublishersDomainInsights

More resources and communication: In addition to these product improvements, we also want to make sure publishers are making informed decisions on how they use Facebook. We regularly share announcements and tips on the Facebook Media blog, News Feed FYI, our industry group and through industry events.

Publishers: What are your initial thoughts on the new tools from Facebook?

Advertisement
Advertisement