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BizReport : Social Marketing : July 02, 2013

How valuable is social marketing?

New data out from Neolane offers insight into just how effective those Facebook campaigns can be. Among the findings: Facebook users are most interested in service apps, contests and games.

by Kristina Knight

According to the Neolane data the most requested information by businesses are email addresses, birthdays and customer likes, while the most engaging Facebook apps and pages include Service apps (17% interest, US users), contests and games (44% interest, US users).

"With 1.1 billion users actively sharing details spanning all aspects of their lives, Facebook is perhaps the largest, richest and most accurate database ever," said Stéphane Dehoche, president and CEO, Neolane. "While brands continue to employ strategies to engage their community of fans, our analysis reveals that they're also increasingly leveraging Facebook to capture and enrich customer data. With consumer expectations for relevant, personalized experiences rising, marketers can't afford to ignore this still largely untapped goldmine."

Two new products are set up to help social brands better communicate.

First, from Visible Technologies, a new way to measure social media campaigns. The Visible Intelligence platform now allows brands to reach custom metrics and segmentation graphs, in addition to metrics previously available. These new analytics should help brands better track their social investments.

"This release taps into the goldmine of information in our platform to help marketers boost brand awareness, streamline marketing workflow and uncover insights that provide return on social investments," said Richard Pasewark, CEO of Visible. "At Visible, we understand that every customer has a different set of expectations for social media and we continue to drive results with the scope of capabilities in our VI Platform."

Finally, LinkedIn and IDG Communications have partnered to offer IT brands an 'in' with LinkedIn users. Through the partnership IDG and LinkedIn will offer IT pros using the social network groups and programs which can be used to strengthen their professional positions.

They will create a Hosted Technology Group Program to educate IT professionals and tech buyers on IT topics and will also create a 6-month program called the Custom Technology Group, which will push content to the users.

Image via Shutterstock

Tags: Facebook, LinkedIn, Neolane, social marketing, social media trends, Visible Technologies

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