Facebook has begun trials of its new targeted advertising technology, which responds to conversations that occur in real-time.
Although there may be a chorus of groans rising from Facebook users worldwide who find Facebook’s ads annoying and irrelevant, businesses who use the social media site as part of their search engine optimisation and online marketing campaigns will welcome the feature, which aims to target the sites users with more accuracy.
Speaking to Techradar.com, a Facebook spokesman said:
“We are currently testing a feature that simply helps surface relevant advertising more quickly.”/blockquote>
The data that will be used for advertising purposes will be mined from status updates, as opposed to real time conversations on Facebook Chat, and will be used to target users with relevant ads.
Lots of companies wishing to establish a connection with existing and prospective customers do so through the site, and it has completely changed the face of SEO and online reputation management. Any comments or feedback given to a business on Facebook, whether positive or negative, have the potential to appear high up in search engine results pages.
The appeal of this new feature to businesses is obvious. For example, it will soon be possible for a pizza company to deliver an advertisement to someone who says that they are hungry on a status update.The CEO of Facebook marketing firm Vitrue, Reggie Bradford, welcomed the changes. He said:
“This is a massive market shift everyone is pivoting toward, led by services such as Groupon. Facebook has the power of the graph of me and my friends placing them in the position to dominate this medium.”
So far, the new technology is being trialled with 1 per cent of Facebook subscribers – around 6 million people – but is anticipated to roll out soon.
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