The new format is designed to help brands bring awareness to their events within Facebook’s network. How can business marketers get the most out of this offering?
To enable businesses to reach even more people, Facebook is introducing new tools designed to help Pages better promote their events.
Previously, event listings were only shown in Facebook's right-hand column on desktop. But now, brands can display their events in both the desktop and mobile News Feed, as shown below:
Page owners can create this new type of event ad in both the Ad Create tool and Power Editor.
In addition, hosts can now access some metrics in the right-hand column of an event Page, including the number of people who've seen a link to the event on Facebook, the number of people who've viewed the event, and the number of RSVPs (joins, saves, and maybes) to the event.
Commenting on the new event response ad, Gary Stein, senior vice president (SVP) of agency Sterling Brands, says, "Anything that can get a brand into the News Feed is a good thing," as Facebook has been limiting brands' ability to get into this "prime space."
While Stein believes Facebook's "Events" feature presents a big opportunity for business marketers, he says few brands have tapped into this offering.
"Events really draw focus to a brand and not enough brands take advantage of it," Stein notes, saying that brands should think about the things they have been doing and decide if they can add events to their strategy.
"[An event] also creates a new call to action (CTA), which is to attend. That is an easy thing for people to say yes to, especially if it is just to tune in online or something," Stein adds.
How can marketers get the most out of Facebook's "Events" tool? Use it judiciously. Brands shouldn't bombard consumers with events just to get attention, Stein says. "Only create events for things that are momentous and meaningful. A brand should try to not create too many events or events for trivial things," he says. "That will just get people grouchy."
This new events ad format will be available in the coming weeks to Page owners around the world.
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Yuyu Chen is a reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
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