SearchTaking the Guesswork Out Of When to Join the Conversation
Remember when everyone was bailing on Facebook advertising, saying it just didn’t deliver a worthwhile return? Ok, not everyone, just one of the world’s biggest advertisers. Well, those GM-sized doubts certainly didn’t distract Oracle or Salesforce.com from making a billion-dollar bet on social media ad platform enablers Buddy Media and Vitrue over the past week, and it hasn’t stopped another Facebook ad-serving specialist, IgnitionOne, from launching a one-of-a-kind technology that places ads inside trending discussion threads.
The new tech means that when a topic gets hot and the comments and/or likes mount up, an advert is launched automatically to the relevant demographic. It works like a thermometer, it measures the temperature of conversations and when they reach a desired level, an ad is launched, automating what human Facebook moderators do. It is the only technology of its kind in operation.
The new technology is made possible through a partnership between IgnitionOne and Expion, whose software manages brands’ social media profiles across a variety of platforms. The idea behind the partnership is to take the (human) guesswork out of social media marketing. Rather than monitoring all discussions for a chance to jump in and plug your product, brand or whatever, the software will do this for your team. It’s explained thusly: “The solution will feed continuous social analytics into the IgnitionOne DMS to trigger instant ad creation for Facebook’s Sponsored Stories. Expion monitors content in real time to create triggers based on insights related to the volume and ratio of Likes, comments and posts on Facebook brand Pages.”
The new tech means that when a topic gets hot and the comments and/or likes mount up, an advert is launched automatically to the relevant demographic. It works like a thermometer, it measures the temperature of conversations and when they reach a desired level, an ad is launched, automating what human Facebook moderators do. It is the only technology of its kind in operation.
The new technology is made possible through a partnership between IgnitionOne and Expion, whose software manages brands’ social media profiles across a variety of platforms. The idea behind the partnership is to take the (human) guesswork out of social media marketing. Rather than monitoring all discussions for a chance to jump in and plug your product, brand or whatever, the software will do this for your team. It’s explained thusly: “The solution will feed continuous social analytics into the IgnitionOne DMS to trigger instant ad creation for Facebook’s Sponsored Stories. Expion monitors content in real time to create triggers based on insights related to the volume and ratio of Likes, comments and posts on Facebook brand Pages.”
