Facebook has a global audience of approximately 1.5 BILLION people – around one-fifth of the entire planet’s population, give or take a few hundred million. Understandably, this statistic is one of the most popular among Facebook advertising evangelists, and for good reason. No other social network comes close to Facebook’s market penetration, but what’s almost as exciting as the sheer enormity of Facebook’s audience is the time in which it achieved this unprecedented achievement.
“It’s the age-old ‘if you’re happy, tell others’ mantra,” Shirley said. “Women love to share with other women, so we hope to continually move women along the I have a question > I received a thoughtful and meaningful reply > I want to tell all my friends spectrum. Every single day we get notes of gratitude—usually within the same theme: I was suffering in silence and now I realize I am not alone and I can get through this.”
Aside from pre-produced video, Facebook Live is another option to explore multimedia content. Facebook Live is a feature that allows live-streaming capabilities to users on their desktop or smartphone. It’s available to any Facebook user, but is particularly appealing to brands who want to capture the culture of their company and form authentic relationships with their followers.
“Creating a private online Facebook group seemed like the most natural thing to do,” Shirley said. “It was quick and easy to set up, and my tribe ‘lives’ on Facebook. It was the perfect launch into creating two-way and group conversations about the perimenopause-to-menopause transition that allow women to get informed, know their options, and then make the health decision that’s best for them.”

As you can see, the steady decline in organic reach on Facebook correlates almost perfectly with the steady increase in Facebook’s stock price. Of course, correlation does not necessarily equal causation, but this data speaks volumes about how Facebook gained from many marketers’ loss, regardless of whether this was a calculated business decision or a happy coincidence.

In January 2014, two researchers at Princeton University’s Department of Mechanical and Aerospace Engineering (yes, you read that correctly) conducted a study to determine the potential longevity of Facebook as a social network, and how fluctuations in adoption and usage of social networks can reflect trends often observed in epidemiology, the study of how diseases spread (again, you read that correctly). The paper concluded that, based on declining volumes of the keyword “Facebook” according to Google Trends data, that Facebook was doomed and would begin to crumble like the Roman Empire as early as next year.
Advanced tip: Use Facebook Connect as a sign up option on your site. When users connect via Facebook, you’ll be able to analyze their interests. Index these interests against the number of fans of their respective Facebook Pages. You’ll be left with your high-affinity interests. Using this method, we created a target group that has been our best performer (out of hundreds of test groups) for nearly a year.

The competitive value of a Facebook ad is the sum of an advertiser’s maximum bid – how much an advertiser is willing to pay every time a user takes the desired action – and the ad’s intrinsic quality bid, or how much engagement an ad brings to Facebook and the user experience. Although the precise methodology behind how Facebook calculates intrinsic quality bid is a closely guarded secret, Facebook does concede that factors such as the volume of clicks, likes, and shares is included in this calculation, as is general feedback on an ad.
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