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Facebook Bluetooth Beacons

12.06.15

Yesterday’s blog looked at Facebook for Business and how businesses can make the most of their presence on the social media channel. But we’re intrigued by another project launched by Facebook to place itself at the centre of all businesses’ marketing strategies…

As part of Facebook’s intensive business targeting, over 100 select businesses in New York City are currently trialling, “Place Tips”, the Facebook Bluetooth beacon.

Don’t be alarmed by the jargon-tastic name. It’s a device a company can stick to the ceiling of their shop, restaurant etc, and when a smartphone user passes within its vicinity, it will prompt them to like the company’s Facebook page and show them content that other fans of the page like.

Facebook was keen to stress that information sharing is “one way” – the devices aren’t gaining insights from users they target. It’s also important to note that for the beacons to work, users must accept certain permissions and download an app that accepts the content.

So, is the end game here for all Facebook business pages to install a beacon? With 25 million small business pages already in existence, the potential of this project is enormous.

With integrity and personality becoming ever-important assets for a company brand, it’s essential that content is relevant and engaging to the audience that Place Tips is reaching. That means it’s our job as writers to find out what makes the brands’ consumers tick, and channel that in the content we put out, ensuring it doesn’t feel like spam or newsfeed pollution.

What’s more Facebook has just announced plans to expand its partnership with Shopify. This translates in to a lot more “BUY NOW” buttons and a unique opportunity for brands to offer products and services instantly to target audiences at the click of a button.

With 1.3 billion monthly users, it doesn’t look like Facebook has any plans to slow down. Twitter (284 million monthly active accounts) and Instagram (300 million monthly users) are both hot on its tail and we can’t wait to see what’s next.

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