It was initially developed for internal use by The Washington Post Company–SocialCode enabled its advertisers to translate their marketing strategies into Facebook-savvy plans. Recognizing that the performance advertising technology and quantitative results could be useful to other companies, The Post created SocialCode as a vehicle to offer these capabilities to the broader marketplace.
SocialCode (www.socialcode.com; www.facebook.com/socialcode), is now a full-service agency focused on helping brands leverage advertising and marketing on Facebook. Its tools and quantitative approach are available to help brands grow their fan base and engage those fans. The SocialCode team helps companies conduct advertising and message testing, as well as market research.
Going beyond advertising, SocialCode helps companies strategically build their Facebook presence with competitive analysis, application development, Page management, social commerce and fan monetization. SocialCode is a participant in the beta Facebook Ads API program, which allows it to stay on top of the latest Facebook advancements.
The division is housed within The Washington Post Company’s Slate Group.
RBR-TVBR observation: According to an estimate from eMarketer, Facebook took in $1.86 billion in worldwide ad revenue for 2010, a 151% increase over the company’s estimated 2009 ad revenue of $740 million worldwide. $1.21 billion of that was earned inside the U.S. 60% or $1.12 billion, was earned from smaller companies in 2010. This is specifically the local advertisers local companies like the Washington Post would like to reach. Facebook is becoming an ad behemoth and any way to offer existing clients a way to spend money with it via an in-house means is a good thing.