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Twitter to add a way to ‘memorialize’ accounts for deceased users before removing inactive ones

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Twitter has changed its tune regarding inactive accounts after receiving a lot of user feedback: It will now be developing a way to “memorialize” user accounts for those who have passed away, before proceeding with a plan it confirmed this week to deactivate accounts that are inactive in order to “present more accurate, credible information” on the service.

To the company’s credit, it reacted swiftly after receiving a significant amount of negative feedback on this move, and it seems like the case of deceased users simply wasn’t considered in the decision to proceed with terminating dormant accounts.

After Twitter confirmed the inactive account (those that haven’t tweeted in more than six months) cleanup on Tuesday, a number of users noted that this would also have the effect of erasing the content of accounts whose owners have passed away. TechCrunch alum Drew Olanoff wrote about this impact from a personal perspective, asking Twitter to reconsider their move in light of the human impact and potential emotional cost.

In a thread today detailing their new thinking around inactive accounts, Twitter explained that its current inactive account policy has actually always been in place, but that they haven’t been diligent about enforcing it. They’re going to begin doing so in the European Union partly in accordance with local privacy laws, citing GDPR specifically. But the company also says it will now not be removing any inactive accounts before first implementing a way for inactive accounts belonging to deceased users to be “memorialized,” which presumably means preserving their content.

Twitter went on to say that it might expand or refine its inactive account policy to ensure it works with global privacy regulations, but will be sure to communicate these changes broadly before they go into effect.

It’s not yet clear what Twitter will do to offer this ‘memorialization’ of accounts, but there is some precedent they can look to for cues: Facebook has a ‘memorialized accounts’ feature that it introduced for similar reasons.

TechCrunch

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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