{"id":1227,"date":"2021-11-23T11:55:17","date_gmt":"2021-11-23T10:55:17","guid":{"rendered":"https:\/\/monblogeur.tech\/index.php\/2021\/11\/23\/facebook-we-cant-live-without-it-so-how-do-we-live-with-it-the-drum\/"},"modified":"2021-11-23T11:55:17","modified_gmt":"2021-11-23T10:55:17","slug":"facebook-we-cant-live-without-it-so-how-do-we-live-with-it-the-drum","status":"publish","type":"post","link":"https:\/\/monblogeur.tech\/index.php\/2021\/11\/23\/facebook-we-cant-live-without-it-so-how-do-we-live-with-it-the-drum\/","title":{"rendered":"Facebook: we can&#039;t live without it, so how do we live with it? &#8211; The Drum"},"content":{"rendered":"<div class=\"cfbc967f0983488262956e73eca9483a\" data-index=\"1\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3859091246952232\" crossorigin=\"anonymous\"><\/script>\r\n<!-- blok -->\r\n<ins class=\"adsbygoogle\" data-ad-client=\"ca-pub-3859091246952232\" data-ad-slot=\"1334354390\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n\n<\/div>\n<p>                     The Latest news for the marketing &#038; media industries.                 <br \/>                     Explore the latest, and greatest, creative work from around the globe.                 <br \/>                     Providing great companies with the recognition they deserve.                 <br \/>                     Holding events to support, inform, challenge and advise.                 <br \/>                     Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations.                 <br \/>                     Search 2,345 jobs in marketing, advertising, creative and media.                 <br \/>                  Take a fresh approach to raising your profile with potential clients.                 <br \/>                     Features providing insights into the marketing industries.                 <br \/>                     Creating compelling content your customers will love.                 <br \/>                     The fastest way to find the right agency                 <br \/>This content is produced by a member of <a href=\"\/network\">The Drum Network<\/a>, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.<br \/>TRENDING TODAY<\/p>\n<p>Millions reached for their phones, looking for a distraction from the inevitable autumn rain. They opened Facebook, Instagram, WhatsApp. Feeds failed to refresh, stories buffered, messages went unsent. <a href=\"https:\/\/www.theguardian.com\/technology\/2021\/oct\/05\/facebook-outage-what-went-wrong-and-why-did-it-take-so-long-to-fix\" target=\"_blank\" rel=\"noopener\">Facebook was down<\/a>. Again.<br \/>Facebook hasn\u2019t been having an easy time. A day earlier Frances Haugen, its latest whistleblower, appeared on <a href=\"https:\/\/www.cbsnews.com\/news\/facebook-whistleblower-frances-haugen-misinformation-public-60-minutes-2021-10-03\/\" target=\"_blank\" rel=\"noopener\">60 Minutes<\/a>, adding to the previous criticisms of the social media giant. But, as much as we celebrated the opportunity for a forced digital detox, users were back scrolling, posting and messaging the second the issues were resolved.<br \/>October was a busy month for Facebook, culminating in the <a href=\"https:\/\/about.fb.com\/news\/2021\/10\/facebook-company-is-now-meta\/\" target=\"_blank\" rel=\"noopener\">announcement of Meta<\/a>. There are questions over what this means for the business. But it doesn\u2019t mean the existing apps are going anywhere. And the user stats support this. Facebook remains the biggest social network in the world with<a href=\"https:\/\/www.statista.com\/statistics\/264810\/number-of-monthly-active-facebook-users-worldwide\/\" target=\"_blank\" rel=\"noopener\"> 2.9 billion monthly active users<\/a> and <a href=\"https:\/\/www.statista.com\/statistics\/1219318\/social-media-platforms-growth-of-mau-worldwide\/\" target=\"_blank\" rel=\"noopener\">19% growth over two years<\/a>. Only YouTube prevents a Zuckerberg clean sweep of the top five, <a href=\"https:\/\/www.statista.com\/statistics\/272014\/global-social-networks-ranked-by-number-of-users\/\" target=\"_blank\" rel=\"noopener\">ahead of WhatsApp, Instagram and Facebook Messenger<\/a>.<br \/>It\u2019s clear we can still find our audiences on the platforms. So, how should brands be working with Meta in 2022?<br \/>GDPR and Apple\u2019s ATT feature have <a href=\"https:\/\/www.socialmediatoday.com\/news\/facebook-outlines-impacts-of-apples-data-tracking-update-provides-tips-on\/607039\/\" target=\"_blank\" rel=\"noopener\">impacted the use of third-party data<\/a> across Meta\u2019s apps. However, first-party data offers huge opportunities to deliver the personalization consumers expect. Brands can create compelling organic content based on their audience insights and build Custom Audiences to target with personalized paid ads. <br \/><a href=\"https:\/\/techcrunch.com\/2021\/04\/19\/facebook-is-expanding-spotify-partnership-with-new-boombox-project\/\" target=\"_blank\" rel=\"noopener\">Spotify\u2019s partnership with Meta<\/a> exemplifies the creative use of rich first-party data. Its annual Wrapped campaign uses streaming data to create paid content that talks directly to its audiences, pushed out through mass and customized targeting. Once users are engaged, the personalized round-up of an individual\u2019s annual soundtrack is organic content that people actually want to share, and the Spotify-Meta relationship makes this easy. FOMO generated through this social sharing drives a peak in Spotify\u2019s app downloads in <a href=\"https:\/\/www.moengage.com\/blog\/spotify-wrapped-2020-app-downloads-engagement\" target=\"_blank\" rel=\"noopener\">December<\/a>.<br \/>The same principles can be applied even without the wealth of data available to Spotify. Fueling that ongoing consumer relationship through both organic and paid <a href=\"https:\/\/blog.marketo.com\/2020\/06\/data-driven-personalized-content-build-customer-trust-and-loyalty.html\" target=\"_blank\" rel=\"noopener\">personalized content builds trust, and ultimately encourages repurchase<\/a>.<br \/><a href=\"https:\/\/initials.co.uk\/news\/social-commerce-transforming-the-online-shopping-experience\/\" target=\"_blank\" rel=\"noopener\">A 2020 survey by Initials<\/a> showed that nearly two in three UK shoppers would be more likely to purchase from a brand if they could browse and shop entirely within a social platform. Despite a slow global roll-out, social commerce is a priority for Meta, with new features such as <a href=\"https:\/\/www.thedrum.com\/news\/2021\/05\/26\/social-commerce-levels-up-with-new-instagram-drops-feature\">Drops<\/a> having launched this year. Brands can benefit from product targeting based on user interests, and the ease of customer communication through DMs, Messenger and WhatsApp. Investment in this area will likely see high returns as sales are expected to increase from <a href=\"https:\/\/www.reuters.com\/technology\/facebook-twitter-big-tech-sees-social-commerce-driving-sales-growth-2021-07-29\/\" target=\"_blank\" rel=\"noopener\">$36bn to $50bn by 2023 in the US alone<\/a>.<br \/>Having worked with <a href=\"https:\/\/www.harpersbazaar.com\/uk\/fashion\/fashion-news\/a26810306\/missoma-jewellery-brand\/\" target=\"_blank\" rel=\"noopener\">influencers such as Lucy Williams<\/a> to fuel growth, jewelry brand Missoma was the obvious choice to be one of the first European brands to go live with Shops. <a href=\"https:\/\/business.instagram.com\/success\/missoma\/\" target=\"_blank\" rel=\"noopener\">Launching in November 2020<\/a>, it married the creativity it had cultivated on the platform with the ease of purchase expected by today\u2019s consumer. The investment paid off with <a href=\"https:\/\/business.instagram.com\/success\/missoma\/\" target=\"_blank\" rel=\"noopener\">45,500 new visitors and 5.6k orders<\/a> across Missoma\u2019s Instagram Shop in the pre-Christmas period.<br \/>Commerce brands that have invested in building an organic following are perfectly positioned to exploit the opportunities social commerce offers, providing a personalized shopping experience once reserved for in-store transactions.<br \/>If we believe Zuckerberg, we are heading into the metaverse. This space where physical, augmented and virtual worlds collide is where the future ambitions of Meta (as the name indicates) lie. The theoretic opportunities for brands are huge. Fashion brands have been early to jump into this space, with <a href=\"https:\/\/www.glossy.co\/fashion\/how-5-brands-have-launched-into-the-metaverse-since-september\/\" target=\"_blank\" rel=\"noopener\">NFT and gaming collaborations<\/a>. The rewards are still to be seen but a long-term strategy could prove successful \u2013 as long as the right regulation is in place. Meta is positioning itself as the lynchpin of the metaverse, <a href=\"https:\/\/about.fb.com\/news\/2021\/09\/building-the-metaverse-responsibly\/\" target=\"_blank\" rel=\"noopener\">helping shape the standards for this new world<\/a>. If this is the future, then brands need to join them on the journey.<br \/>There may be another outage, whistleblower or accusation. But like any member of the family, we\u2019ve learnt to live with the Meta family of apps. As marketers, we need to embrace its strengths. Meta has big ambitions for the future, but the existing apps still offer great opportunities for business growth and audience engagement in the palm of their hands. Use first-party data to create content that matters. Use live shopping and messaging to guide consumers through a bespoke purchase journey. It\u2019s all about the personal touch. And you don\u2019t even need to join Zuckerberg in the metaverse&#8230; yet.<br \/><strong>Cecily Hart, senior marketing consultant at Frog, part of Capgemini Invent.<\/strong><br \/><span class=\"article__tagline\">This article is about: <\/span> <span class=\"article__tags\"><a href=http:\/\/www.thedrum.com\/location\/world class=\"js-ga_event_click\" data-event-value=\"0\" data-event-label=\"Tag\">World<\/a>, <a href=http:\/\/www.thedrum.com\/topics\/mark-zuckerberg class=\"js-ga_event_click\" data-event-value=\"1\" data-event-label=\"Tag\">Mark Zuckerberg<\/a>, <a href=http:\/\/www.thedrum.com\/topics\/facebook class=\"js-ga_event_click\" data-event-value=\"2\" data-event-label=\"Tag\">Facebook<\/a>, <a href=http:\/\/www.thedrum.com\/topics\/metaverse class=\"js-ga_event_click\" data-event-value=\"3\" data-event-label=\"Tag\">Metaverse<\/a>, <a href=http:\/\/www.thedrum.com\/topics\/instagram class=\"js-ga_event_click\" data-event-value=\"4\" data-event-label=\"Tag\">Instagram<\/a>, <a href=http:\/\/www.thedrum.com\/topics\/whatsapp class=\"js-ga_event_click\" data-event-value=\"5\" data-event-label=\"Tag\">WhatsApp<\/a>, <a href=http:\/\/www.thedrum.com\/topics\/ecommerce class=\"js-ga_event_click\" data-event-value=\"6\" data-event-label=\"Tag\">Ecommerce<\/a>, <a href=http:\/\/www.thedrum.com\/topics\/capgemini-invent class=\"js-ga_event_click\" data-event-value=\"7\" data-event-label=\"Tag\">Capgemini Invent<\/a>, <a href=http:\/\/www.thedrum.com\/us\/media class=\"js-ga_event_click\" data-event-value=\"8\" data-event-label=\"Tag\">Future Of Media<\/a>, <a href=http:\/\/www.thedrum.com\/us\/marketing class=\"js-ga_event_click\" data-event-value=\"9\" data-event-label=\"Tag\">Modern Marketing<\/a>, <a href=http:\/\/www.thedrum.com\/sector\/media class=\"js-ga_event_click\" data-event-value=\"11\" data-event-label=\"Tag\">Media<\/a>, <a href=http:\/\/www.thedrum.com\/sector\/technology class=\"js-ga_event_click\" data-event-value=\"12\" data-event-label=\"Tag\">Technology<\/a>, <a href=http:\/\/www.thedrum.com\/us\/agency class=\"js-ga_event_click\" data-event-value=\"13\" data-event-label=\"Tag\">Agency<\/a><\/span><\/p>\n<p>             Choose from a series of great email briefings, whether that\u2019s daily news, weekly recaps or deep dives into media or creative.         <br \/>                 Join hundreds of thousands of marketers in signing up for The Drum\u2019s email briefings. Let our editors talk you through stories we know you\u2019ll love.             <br \/>&copy; Carnyx Group Ltd 2021 | The Drum is a Registered Trademark and property of Carnyx Group Limited. All rights reserved.<\/p>\n<p><a href=\"https:\/\/www.thedrum.com\/opinion\/2021\/11\/22\/facebook-we-can-t-live-without-it-so-how-do-we-live-with-it\">source<\/a><\/p>\n<!--CusAds0-->\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>The Latest news for the marketing &#038; media industries. Explore the latest, and greatest, creative work from around the globe. Providing great companies with the recognition they deserve. Holding events to support, inform, challenge and advise. Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations. Search 2,345 jobs in marketing, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"googlesitekit_rrm_CAow1sXXCw:productID":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-1227","post","type-post","status-publish","format-standard","hentry","category-non-classe"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts\/1227","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/comments?post=1227"}],"version-history":[{"count":0,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts\/1227\/revisions"}],"wp:attachment":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/media?parent=1227"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/categories?post=1227"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/tags?post=1227"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}