Facebook Launches New Advertising Platform

Facebook, Atlas

A few weeks ago, Facebook rolled out a new (and very interesting) advertising platform from Microsoft, called Atlas. The social platform has been the #2 digital advertiser in the world, thanks to the large amount of information that it has on its 1.3 billion users, which it sells to individually targeted ads. Today, Atlas will be taking similarly targeted ads across the internet, which will more seamlessly connect online and offline.

Atlas will effectively give marketers more information on its users to point them to varying websites, apps and more. For instance, if RedBull wanted to target men between the ages of 18-24, it could use Atlas to identify such users and specifically show them ads for the energy drink across a multitude of sites, apps, etc.

If this multi-platform digital marketing works, it will create an additional method of marketing to users. One that will directly compete with the likes of Google, Apple, Yahoo, etc.

Having said that, this highly detailed targeting from Facebook brings up many worries relating to online privacy. Facebook specifically states that it never discloses info on its users, but the shear amount of details that the platform has on its users (both stated and voluntarily disclosed info) is highly coveted by all marketers.

Even scarier? When a user logs into Facebook on their phone, the company is able to see what other apps he or she is using and would then be able to show possible ads within those apps. “Nobody else besides Facebook has the depth of data about individuals,” said Debra Aho Williamson, a principal analyst at the research firm eMarketer. “That’s where the power of this ad platform is going to come from.”

Atlas will be interesting to watch develop, especially in the upcoming months as marketers determine how it could best benefit their clients. For now, it’s invite only and has been rolled out to a few of their key partners like Omnicom Media Group, SalesForce and SHIFT. Because of Facebook ‘playing favorites’, some marketers fear that they’ll be left out of the process and ultimate success of the new ad platform.

— Samantha

3 Ways to Build a Brand Personality

It’s been said again and again: A successful business must differ itself from its competitors on social media. Determine who your audience is and speak to them accordingly. Be present on social media so your customers can find you.

BUT, a company needs much more than just a presence on social platforms. A successful company will have a brand personality that draws a customer in and keeps them engaged to retain them as a loyal fan of the brand.

Here are 3 ways to build a brand personality online:

1. Know who you are. 

You, above everyone else, needs to know what your brand represents. Take a day and discuss the following: What is our unique selling proposition? What specific demographic are we targeting? Where is our demographic on social media? What content would our demographic want to engage with?

By getting to know your brand BEFORE setting up a social presence, you’ll be on the right track to creating a personality that will resonate with your fan base on a deeper level. This foundation is key to any company hoping to infiltrate and stand out among the millions of other messaging on social media. Plus, it’ll give your fans a connection to your company that they’ll remember.

2. Have a strategy.

Once you’ve established who you are a brand, it’ll make strategizing that much easier. At this point, take time to document a solid digital marketing plan. Then, think about how you can incorporate a successful content marketing, social media and paid support strategy.

Remember that these documents are not final. They should always be evolving as your company, brand and product evolve. Having said this, each strategy should be thoroughly thought through and executed as accordingly to who you are as a brand.

3. Hire the right team.

Don’t wing social media, especially with a brand new personality. Trust us, it won’t end well. If this is not your strong suit, trust someone with experience to handle all digital marketing so that you can focus on other things.

Who can you hire? A social media director, a digital strategist or a community/brand manager will do the trick. There are so many names for people who do the same type of work that it’s dizzying. No matter who you go with, make sure that they’re comfortable on social networks, can create quality content to help your brand stand out and know how to read metrics to understand what’s working and what’s not.


No matter if you’re a newbie or highly experienced within the space, building a brand personality is key to running a successful company online. With knowledge of who you are as a brand, an overall digital strategy and the best team to help execute your ideas, you’ll be well on your way.

Tell us: Does your business have a brand personality? If so, what is it?

– Samantha

5 Ways to Kill It on Google+

Over the past few years, new information and analytics have determined that creating a presence on Google+ is a smart move for any business wanting to grow and engage with fans online. Whether you already play in this space or not, here are the top 5 ways to be successful on Google+:

1. Try embedding Google+ posts directly onto a site. 

Everyone is familiar with embedding a tweet or Facebook post onto a website, so it shouldn’t come as a surprise that you can also link your content from Google+. Although it’s a tad more difficult to do than other social platforms, click the arrow button in the right hand corner of a post and click “Embed post” from the drop down. The code comes in two parts — one that is added within a HTML template, the other that can be used anywhere!

How to Embed a Google+ Post

2. Use a catchy headliner.

What’s great about Google+ posts, is that each one is similar to a blog post. There is ample room to write copy, editing options to make your content count — and the ability to add a captivating headline. Because the headline is pulled into the title tag of the Google+ post and because this is what shows up in Google search results, having a good headline is very important for SEO purposes.

3. Know what and when to post.

Thanks to a lot of great research by the folks at Quick Sprout, there are five types of content that are inherently preferred by Google+ users including, questions, quotes, video, animated GIFs and of course, images. Animated GIFs often garner the most +1s, while questions get the most comments from users.

Top 5 Pieces of Content on Google+

4. Use Google+ hashtags in every post.

Thankfully, Google+ makes it super simple to add hashtags to your posts — and even goes so far as to recommend which ones to use. Put 2-5 appropriate hashtags directly in the copy or include it at the end of a post. Either way, keep an eye out for trending hashtags in order for your business to stay relevant and to create more engagement with conversations that are already taking place online.

How to use hashtags within Google+5. Know how to use Google+ circles effectively.

Google+ circles gives businesses the chance to interact with a targeted group of users or on a larger scale, community groups. Because circles are manually created, your business is can market to a list of top followers or to an entire group, depending on your strategy. Continue to build relationships with your circles to increase engagement and better determine what content is sticking and what is not.

Google+ Circles

Is your biz on Google+? If so, what do you do on the platform to be successful?

— Samantha