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LinkedIn Opens the Door to Online Video Advertising

112987077Video ads are coming to LinkedIn. The professional-focused social networking site today announced that its LinkedIn Ads platform is now capable of delivering 300x250 video ad units for advertisers.

The new video ads will have the same potential reach -175 million current LinkedIn members - as the text and image-based ads that were already available to advertisers on LinkedIn's self-serve ad platform. The video ads will compete for clicks and impressions on the site just like traditional text and image ad formats, the company added.

When users click on the new ads, a 30-second video will play in the full 300x250 ad space and advertisers can direct users to their landing page or website following the conclusion of the 30-second ad.

"With LinkedIn Ads you can control your costs, pay per view or click, and stop your campaign at any time," Will Hambly, online marketing manager at LinkedIn, wrote in a blog post.

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Facebook Weaves Tangled Web With Secret Marketer Tools

112987077If a marketer mistakenly believes that its Facebook Page is a form of owned media, don't point the finger at Facebook. The company has reminded companies that their Facebook Pages and fans really belong to Facebook.

But marketers that still refuse to understand that their Facebook Pages don't belong to them, or don't want to think about the implications of this fact, are in for a rude awakening as Facebook weaves an increasingly tangled web with its efforts to turn marketer activity on its social network into cold hard cash.

The reason? As reported by Adweek's Tim Peterson, "Facebook has been internally allowing a select number of marketers to see their fans' other affinities, such as their favorite brands, bands or TV shows." According to Peterson's sources, "the company has only been using [the tool] on a one-off basis with big-budget brands" and that representatives of preferred brand were only given access to the tool in a Facebook office.

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5 Tips for Handling Negative Social Media Comments on Facebook in Real-Time

112987077If you've never had a negative event blow up on Facebook, your turn is probably coming. What are you going to do when a comment, post, picture, or news item goes viral in the wrong way? Here are five tips that will help you navigate the critical first 48 hours.

1. Make sure you have a posting policy visible. Some brands have their posting policy on a special "tab" visible in their apps section and some in the "About" section under Description or Mission. Just make sure it defines elements that are unacceptable and may cause a post or poster to be hidden, deleted, or blocked. Here is a good general example:

Posting Policy:
Thank you for liking the official ______________ page. We're glad you're here.

We are committed to creating a community that encourages self-expression and mirrors the values of _________ including respect for the rights, dignity, and property of others. We ask all fans to do their part to help us achieve the goal. In doing that, we ask you not to post content that:
-is threatening, abusive, obscene, indecent, or objectionable.
-is deceptive, false, or misleading
-violates the intellectual property rights of other people
-is illegal
-references a third party website or is self-promoting spam
-is inappropriate, offensive, or hateful

We reserve the right to remove any content or block users that violate our community guidelines, or that we determine are otherwise offensive to our community. All content must also comply with Facebook's policies as well.

We would be sorry to see you go, but if you change your mind and no longer want to like our page, please feel free to "unlike" our page.

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Facebook's EdgeRank Changes and How it Affects You

112987077Facebook has made a tweak to its EdgeRank formula which now places posts from pages into feeds which have high engagement. Previously it placed posts from any Page the user liked, but now it gives priority to Posts form Pages that have high engagement.

In plain English basically if a post has lots likes and comments it will be shown more than posts that don't have lots of likes and comments. This is a logical move by Facebook as they try to show to their users more relevant and engaging content in an effort to keep them on the platform longer.

But it's not being seen like this by Small Businesses who see it as a way for Facebook to give brands more incentive to spend on the Promoted Posts advertising feature. In general a Promoted Post will achieve more engagement as its shown to more users so the side effect of a promoted post is that it will now also go more viral.

Unfortunately this means smaller businesses with lower budgets will suffer, as they won't be able to afford the investment needed to promote posts and have them compete with larger brands.

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Content Marketing the # 1 Driver of Leads for B2B Marketers

112987077This past May I wrote an article entitled Why The Value Of Content Is Nothing New. The opening line to that article would also be appropriate here:

"One of the big buzz phrases sweeping the digital nation is the term "content marketing.'"

It seems the sweeping of said digital notion is still occurring, especially in the business to business marketing world for B2B marketers - according to the results of a study conducted by B2B Magazine, identified content marketing (51%) as being the most important tool for generating leads, outscoring brand awareness (38%), thought leadership (34%) and sales (29%).

The study of 440 B2B marketing professionals also indicates a sincere willingness to make a commitment to content marketing with two-thirds of the respondents saying they will be either "very" or "fully" engaged in content marketing by next year. This represents a 100% increase (66% to 33%) over 2012 to 2013. I would say that is a pretty significant increase, wouldn't you?

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