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BizReport : Social Marketing : October 03, 2011

Facebook launches Premium Ad product and expands insights

More tools and insights have been made available to brand marketers on Facebook including a Premium Ad product and further expansions to its insights and measurement metrics.

by Helen Leggatt

Just a week after Facebook launched a new-look platform to users the social network has added some new features for marketers.

The new 'Premium Ad' unit is designed to promote page posts. The ad format is bigger than any previous units and is an expansion of its Sponsored Stories format that fuses Friend interactions within the ad creative.

Facebook has also upgraded the Page Insights tool with features such as "People Talking About This". This new measurement shows, in raw figures, the number of Likes, Facebook user comments around the brand, RSVPs, Places check-ins, "@mentions" and photo-tags. These stats are viewable by users of brand pages, not just administrators, which means they are accessible by a brands competitors.

Other new metrics include Friends of Fans, which allows a brand to calculate their maximum social reach and Weekly Total Reach which shows the total number of Facebook users that have been exposed to paid-for media and organically shared content.

Tags: brand marketing, campaign metrics, Page Insights, social marketing, social network

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