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Facebook Apologizes for Inaccurate Reporting | Social You Should Know


The first presidential election makes real-time history, while Facebook tries to make up for inaccurate reports, all in this week’s Social You Should Know.

Twitter Continues to Evolve Advertising

Twitter is allowing advertisers to “have it their way” when it comes to clicks and conversions. This new ad option will allow marketers to serve ads based on the action they want from a specific type of visitor. For example, if an advertiser wants people to only view their website, they would serve a different ad than one looking to convert visitors into sales. Twitter is able to offer this service by using tags and collecting data about visitors to its own site to determine which are more likely to visit versus those more likely to covert to a sale. Sounds like a pretty neat option. According to Marketing Land, some advertisers have already seen 2.5x more conversions than previously received.

The “Great” Debate

If you watched the first debate like I did the other night, you may have seen or heard about CNN’s Fact Check. The site was a near real time analysis of what each candidate had to say, using 30 political reporters and correspondents to “check” the validity of each candidate’s statement. By Tuesday morning nearly 6 million people had used the site, according to CNN. This had me thinking, where might these fact-check sites appear next?

Speaking of Fact Checking, Dare We Say… Facebook

In a moment of transparency Facebook has admitted to inaccurately reporting video views –possibly by as much as 60%-80% by some estimations. After two years of misreporting the facts about the duration of video views on the platform, Facebook is now renaming the metric previously known as “Average Duration of Video Viewed” to “Average Watch Time”. That should fix the problem, right? Well, yes, except marketers aren’t too thrilled about this error.  Facebook reps tried to down play the situation by saying “…we also renamed the metric to make it clearer what we measure. This metric is one of many our partners use to assess their video campaigns.” Seems like a few million “make goods” are in order.

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