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RAB Research Archive

Facebook – Friend or Foe?



Everywhere you turn, you see and hear references to Facebook. Advertisers on the radio tell listeners to “like” their Facebook page; radio stations generate thousands, if not hundreds of thousands, of followers to their own pages.

What began in 2004 by Harvard student Mark Zuckerberg as a resource for college students to stay connected has become a global source of connection. In 2017, Facebook crossed the two-billion user threshold worldwide.

Facebook has also become a place where advertisers can hyper-target audiences in an almost creepy, Orwellian fashion. Some radio stations are partnering with Facebook and selling advertising. Others are using Facebook to drive their own digital strategy. More still use a combination of these strategies.

Facebook claims it doesn’t want to compete with radio. It wants to work with radio. That's the message FB's head of local partnerships, Phillip Rather, plans to discuss at Borrell's #LOAC2018 (Local Online Advertising Conference) in March. There's no question Facebook has its sights set on local advertisers, and its eagerness to work with local media companies directly is a new twist. RAB members who want to attend the conference will receive a $200 discount by using promo code RAB200. You can register here.

We will also be talking about Facebook’s impact on digital advertising as we release the “Benchmarking Local Radio Stations’ Online Revenues” report next week as part of two webinars. These webinars are free for RAB members, but seating will be limited. Click on the dates below to register:

February 13 at 10 a.m. CST
February 15 at 3 p.m. CST

Source: Jeff Schmidt, RAB





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