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How to Use Your Brand Story to Succeed With Facebook Advertising



How to Use Your Brand Story to Succeed With <b>Facebook</b> Advertising thumbnail

Stories make you immune to competition. People are going to knock off your product, but they can’t knock off your story. Nowhere is that truer than in the world of Facebook advertising.

This plays out every day on Facebook. The Facebook News Feed is simply a scroll of stories from people and brands you choose to follow. Facebook is the only medium to truly connect your business with new people who are very similar to you and will enjoy hearing your stories and seeing your pictures and video.

That’s where Facebook beats the social competition when it comes to building a following based on the power of story. Twitter is very short. Instagram is very visual. TV and radio don’t have any real-time feedback (i.e. comments sections) and are too expensive for most of us. Facebook is the perfect platform where you can develop an entire lifestyle or personal brand and truly build a following. Yes, it’s harder in 2020 than it was in 2014, but people are doing it every day. Who you are, why you do what you do and why you created the product is really important.

Related: Use These 10 Facebook Ad Campaigns to Maximize Your ROI

The people that we’ve seen the most success with have been the ones willing to be vulnerable and go deep, the ones who skip past the superficial stuff. They’ve got something of value to offer the marketplace. They open up personally and tell real stories about themselves and their products and why a product is special. Even for simple things like headbands, jewelry and checks, there’s a story to be told. It’s your job as an advertiser to discover the story of the product, the company and the customers and weave that into your marketing to take advantage of Facebook’s strengths.

We spend the most time with our own clients, diving into their story. Not nailing your story will give you poor results. When you find the unique story angle to connect your business to the product to the marketplace, you have set yourself up for success.

The Right Time to Deliver Your Story

The time to tell your whole story is not when you first meet your future customer. When we created a 30-second video for a client, we carefully chose to do a five-second intro of who the founder was. Then we dove into the part of their story that most resonated with their customers.

It doesn’t make sense to lead with your backstory or core beliefs. You start with the part of the story that’s important to your customers. They don’t care about you just yet, but that time will come. So, first, within your story, identify hooks to your product and service to get the viewer’s attention. Then, once you have their attention and pique their interest, you have a platform to go into more detail with your story to keep them interested.

Product Always Follows Story

One of the misunderstood fundamentals of advertising is that many people think: I have this great product, and all I have to do is put out an ad and everyone is going to buy it. People fall in love so much with their product they forget actual people have to buy it. Yes, there are a few products that stand out on their own, which people will buy without a story. However, a majority of products and services can’t stand alone without a story angle.

Too many ads are superficial. They trot out features. They detail things that are expected of a product, but nothing that attaches an emotion to the product so people understand why they need it. When storyboarding an ad, you get someone to talk about their back story, core beliefs and why they do what they do, because it starts to get their mind focused on the reason that a product or service exists. It gets them into the mindset of how the product or service benefits the marketplace and their users, not just utility.

Related: 6 Keys to Email Marketing Success

“I’m Not a Storyteller!”

This is an objection we hear all the time. Business owners use this excuse to cop out of doing the harder work of digging deep into finding their own story. Don’t fall for this trap!

Listen, if you feel you’re too boring, find excited customers who will talk about your product. Allow them to tell their story about how your product changed their life and you’ll begin to see common threads. The experience they have with your company will spur your inner storyteller. You don’t have to be great at holding an audience like Jimmy Fallon. You just have to be you.

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Copyright 2021 Inc., All rights reserved

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How to prepare your Facebook account for your digital afterlife




How to prepare your <b>Facebook</b> account for your digital afterlife thumbnail

Today, our online lives are where we share a lot of private and personal information, especially on social media platforms where we share many of our thoughts, post photos and videos over the time we have spent online. Among these social media platforms, Facebook is the most used social media service today. A lot of us, our friends and our family members have a Facebook account. We post and share everything from our private photos to a personal message via Facebook.

But have you wondered what happens to your Facebook account and the information (like posts, comments, photos, videos, etc.) that you have created and accumulated on the service after your time?

■ What will happen to my account?

■ Who can access your profiles?

■ Who will own your account and data?

■ How to manage it when such a time comes?

Facebook has added features to your account so that you can decide what happens to your account when such a time arises. Follow the steps given below to set it up and ensure that the information in your Facebook accounts is handed over to someone else safely or managed according to your choice.

Setting up Facebook’s legacy contact:

In the case of Facebook, you can choose to memorialise your account and hand over the control to a ‘Legacy contact’ of your choice or altogether delete your profile after your time.

Step 1: To set up your legacy contact, you can visit the ‘Settings & privacy’ option under your profile and select the ‘Memorialisation settings’ under ‘General Account settings’. You can also sign in to your account and visit to access this setting.

Step 2: Now, you can choose a legacy contact in this setting by searching for and adding a friend from your account as your legacy contact. Do note that, once memorialised, the legacy contact can only moderate the posts on your page and not post on your behalf.

Step 3: The following setting is to choose whether to allow your legacy contact to download all your data that you have created or shared on your Facebook account like posts, photos, videos etc.

Step 4: The final setting on this page could be considered an alternative to choosing a legacy contact. This setting is to delete your complete Facebook account once you pass away. Facebook needs to be informed about your death and requires verifying it with valid documentation to activate this feature. The company will delete all your information on Facebook on completion of this process.

To know more about these settings, you can visit the FAQ page on legacy contact.

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Big EU lawsuit against Facebook morphs into 3-year ‘partnership’ with complainants




Big EU lawsuit against <b>Facebook</b> morphs into 3-year 'partnership' with complainants thumbnail

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Three years ago, a group of EU consumer agencies launched a multi-country lawsuit against Facebook, accusing the social media giant of having illegally harvested the data of millions of users.

More than 300,000 angry Facebook users positioned themselves behind the collective action suit, which promised to award them individual monetary damages if the company was found guilty of wrongdoing.

On Friday, those lawsuits quietly morphed into a brand new partnership with Facebook.

Euroconsumers, the umbrella organization behind the Spanish, Italian, Belgian and Portuguese lawsuits, announced they were entering a partnership with the company focused on the “safety and privacy” of Facebook users.

The move comes after POLITICO reported that Euroconsumers had settled its lawsuit with Facebook at the end of April — and highlights the fact that collective action lawsuits rarely make it over the finish line in Europe, sheltering companies from the type of action that can produce crippling damages in U.S. courts while leaving consumers with little recourse.

Originally, Euroconsumers had told people who joined the case it would seek compensation of €200 for every Facebook user whose data was mishandled.

In the end, though, there will be no court decision, no admission of wrongdoing by Facebook and no direct payment from the company to consumers as a result of the settlement, according to Euroconsumers.

Instead, the consumer groups and Facebook said they were forming a joint committee focused on three priorities: sustainability, digital empowerment and fighting scams. The issue of privacy — which was the explicit focus of the lawsuit — is the “umbrella” under which the thee priorities fall.

As for the consumers, they are being promised a vague consolation prize.

The four consumer groups said they would commit to “reward” consumers who joined the original lawsuit with “a package to help consumers be safe online” — but no hard cash.

Asked whether Facebook had paid money to Euroconsumers in the settlement, the group declined to comment. POLITICO reached out to Facebook, but the company didn’t give an immediate response apart from the press release.

Meanwhile, the committee isn’t committed to producing any specific results.

“There are specific initiatives in the making, but there will also be a consumer reporting channel. We will able to report problems that emerge, like feedback from our members,” said Els Bruggeman, head of policy at Euroconsumers.

A spokesperson for the group said: “It’s the moment to try to influence the reasoning from companies who are managed far away.”

Legally speaking, though, the heat is off Facebook.

The consumer groups will evaluate their collaboration in three years.

“An agreement for one year would be too short. Three years is long enough to be able to evaluate. There will be a lot of changes in the digital world in that period,” added the spokesperson.

In the meantime, a change in legislation may give future collective action lawsuits in Europe more teeth: A directive finalized late last year could lead to bigger pan-European collective redress cases.

Want more analysis from POLITICO? POLITICO Pro is our premium intelligence service for professionals. From financial services to trade, technology, cybersecurity and more, Pro delivers real time intelligence, deep insight and breaking scoops you need to keep one step ahead. Email [email protected] to request a complimentary trial.

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Russian watchdog demands that Facebook delete post insulting WWII veterans



Russian watchdog demands that <b>Facebook</b> delete post insulting WWII veterans thumbnail

MOSCOW, May 29. /TASS/. Russia’s Federal Service for Supervision of Communications, Information Technology, and Mass Media (Roskomnadzor) demanded that US company Facebook delete an Instagram post that insults the memory of World War II veterans, the watchdog said on its website on Friday.

“Roskomnadzor has sent a letter to Facebook Inc top management, demanding that content insulting the memory of World War II veterans be deleted,” the watchdog said. “The governmental agency found the unlawful post on the Instagram social network, owned by Facebook.”

According to Roskomnadzor, publication of clearly offensive information that insults Russia’s military glory and memorable dates, or desecrates military glory symbols, or offends WWII veterans constitutes a criminal offense in Russia and is subject to criminal proscution.

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