Giáo trình Facebook marketing (Phần 1)

VIII.PROFILE ................................................................................................................................................................................................... 120

8.1. How to use Facebook Profile effectively?..................................................................................................................... 120

8.2. Promote Posts on Profile ................................................................................................................................................ 129

8.3. Pages Expert & Ads Expert Badges ................................................................................................................................ 133

8.4. Account Security.............................................................................................................................................................. 136

IX. POWER EDITOR....................................................................................................................................................................................... 140

9.1.

Power Editor Overview ............................................................................................................................................ 140

9.2. Lookalike Audiences ....................................................................................................................................................... 157

X. FACEBOOK MEASUREMENT .................................................................................................................................................................. 165

10.1. Facebook Ads Reporting............................................................................................................................................... 165

10.2. Facebook Marketing and Google Analytics................................................................................................................. 168

10.3. Tracking Facebook Ads................................................................................................................................................. 177

XI. FACEBOOK RESEARCH........................................................................................................................................................................... 186

11.1. Facebook Trends........................................................................................................................................................... 186

11.2. Facebook Insights.......................................................................................................................................................... 198

11.3. Research Facebook Marketing..................................................................................................................................... 205

XII. STRATEGY& TACTICS........................................................................................................................................................................... 216

12.1. Facebook Marketing Process ....................................................................................................................................... 216

12.2. Facebook Circle Focus................................................................................................................................................... 218

12.3. Conversion Rate ............................................................................................................................................................ 220

12.4. Target Audiences........................................................................................................................................................... 221

12.5. Brand.............................................................................................................................................................................. 222

12.6. Customer........................................................................................................................................................................ 223

12.7. Sale.................................................................................................................................................................................. 224

I. Facebook Marketing overview

Facebook up to date has been considered the largest social network in the world, which can be

compared to a nation in terms of population. Facebook gives people more freedom and

contributes to the formation of a flat world where there is little gap between the real and

internet world.

Below are Facebook statistics in 8/2013 on Facebook users and its user trends.

There are currently 1.15 billion Facebook users and 699 daily active users.

.

Averagely, one person gets connected to and like 89 groups/Fan Pages.

The average time a user spends on Facebook each day is 20 minutes.

An average user has 141.5 friends.

There are totally 50 million Fan Pages.

240 billion of photos have been uploaded to Facebook.

There are 350 million of photos uploaded to Facebook each day.

The total number of songs and albums shared on Facebook is 110 million.

48% of 18-34 year old users think about checking Facebook first when they wake up every

morning.

.

250 million of users play games on Facebook each month; the most popular games are: Candy

Crush Saga, TripAdvisor and Farmville 2.

There are 130 million Istagram accounts connected to facebook, which are posting more than

40 million of pictures from Instagram each day.

Those numbers vividly illustrate the popularity of Facebook, thus why should we make efforts to

imagine how the world would be without Facebook? It is absolutely nonsense! Otherwise if there

would be such scenario, there must be some greater social network than Facebook in the future. From

my point of view, I highly recommend you to dig deep and imagine about what Facebook can do for us?

According to the staticstics in 2013, in Vietnam, there are 31 million internet users, 66% access

internet everyday, and 86% have the habit of using social networks which means there are about

26.66 million social network users. Up to August 2013, Vietnam has 19.6 million Facebook users,

accounting for 21.42% of the population and 71.4% of internet users. Vietnam is ranked the 16^thin the

world for the growth rate of Facebook users by the period of July 2013.

Facebook is supporting us to do MARKETING better!

Do you know that every 3s, there is a new user on Facebook, and 81% use social networks to make

consumption decisions?

79% of internet users have visited online

product selling websites at least once.

61% HAVE ONLINE SHOPPING EXPERIENCE

First of all, we should clarify what that means to do Marketing on Facebook social network, or what is

Facebook Marketing?

(1) You do Facebook Marketing when you have products/services ;(2) you have found out the

demands of users/customers for your products/service, what they really need or what they can get

from your products/services;(3) and you want to satisfy their demands; (4) to increase profits or

benefits;(5) via Facebook social network.

There are different ways to reach the end-users: the Follower, Fan, User, and Customer…. You can

evoke their emotion or provoke their knowledge threshold… whatever approaches apart from

hacking, spamming, illegal interactions … then it is that you are doing Facebook Marketing.

Facebook Marketing 2013 – 2014

In Facebook Marketing, there are 2 groups to concern: 1. People who want to do Marketing (Facebook

Marketers), 2. People who use Facebook (Facebook Users).

1.1. Facebook Marketers

They are the people who:

.

Want to promote personal brand (personal image) via personal profile.

Want to boost business results or profits via personal profile.

Want to promote their company’s brand via personal profile – rare case.

Want to promote personal brand (personal image) via Fan page– applies to celebrities and

influencers.

Want to promote their company’s brand via Fan page– most of big brands appear on Fan

Pages.

Want to boost business via Fan page– many companies, shops, and individuals use this

channel.

.

Want to implement non-profit plans (which will eventually generate profit later) via Fan page–

Fan Pages about love, art of living …

.

Want to develop community to build and reinforce personal brand (personal image)

Want to develop community to build and reinforce business brand.

Want to build community to serve product users via Group.

.

Want to build community for non-profit purpose (which will eventually generate profit later)

via Group

.

Want to promote company’s brand via events

Want to promote personal brand via events.

Want to boost business via events.

Want to promote personal brand (personal image) via contest on Facebook profile/ group/fan

page/event.

.

Wan to promote company’s brand via contest on Facebook profile/ group/Fan page/event.

Want to boost business via contest on Facebook profile/ group/Fan page/event.

Want to develop community for non-profit purpose (which will eventually generate profit

later) on Facebook profile/group/Fan page/event.

.

…

Where are you in the list above?

Besides, there are many other indecent ways to exploit Facebook such as to build a community to

spread bad words, do nonsense stuffs, add more friends to friendlist by using hot girl profiles … all of

these will be exclusive to this book.

1.2. Facebook Users

To understand our own need is already a success, to find out the person (or many people) who we can

satisfy their needs – or to find out the users’ needs for our product, certainly via Facebook channel, is

another story of victory.

The final goal which counts is the conversion value:

.

Profile: user-follower, user-friend, follower-friend, user- customer, follower-customer, friend-

customer.

.

Fan page: user-fan, user-customer, fan-customer.

Group: user-member, member-customer.

Event: user-member, user-customer

Contest: user-member

…

It means that, what a Facebook Marketer has to do is to convert the unrelated Facebook users, random

visitors into their Fan Page likers, Followers, members of their community who will participate in their

events, contests…

The question is: how to do that when we have already known our target audience?

1.3. Facebook Marketing Strategy

There are many ways for Facebook Marketers to touch the heart and pocket of Facebooker users,

which all can be summarized as 3 ways below:

a.Application

Facebook Marketing strategy using Apps is an effective and also

long-term campaign. A Facebook Marketing Application campaign

normally contains 3 main factors: User-Marketer-App Developer.

Facebook Applications are sorted into 2 main types in accordance

with Facebook Marketers’ needs.

+ High Quality Apps: For high quality apps, investment of time and

money will be a large amount, thus it is important for Facebook

Marketers to carefully study all the features of their product/service

to find out distinct differences, also deeply study customer insights

and behaviours on Facebook to clearly illustrate the message, distinct features, or the satisfyingness of

the product/service to the users. Everything must be accurate and properly following procedure.

(Because no one wants to spend much money without good return)

Those Apps offer users certain values (awards, gifts…), with great money investment, intensive

investment in content, beautiful graphical interface, interactive capability, viral factors, positive

effects, and active use on Facebook platform.

+ Low Quality Apps: For apps of low quality, expense and time to invest in is very modest

(unimportant). This kind of app is rampantly developing with wide variations, yet always ends up text

or image format. Those apps are likely to “lure” users to play, arouse curiousity, such as the apps:

when will you die? Who often visit our timeline? Hot tips…

Inspite of low value, those apps hit users’ psychology, together with some tactics, low quality apps are

broadly viral, and their application do not function on Facebook platform but some other websites

with solely white background and a Call to action right in the center of the websites.

b. Ads

With outstanding features for users and interactiveness, Facebook is a thriving market for all parties.

Thus, there is no reason for Facebook to let go of the services which allow users to buy ads for their

products/services.

+ Advertising on Facebook.

Businesses pay Facebook to show their ads to the potential users who might care about their products.

Advantages of Facebook Advertising

a.

Always aims to the right potential customers.

You can always set tartget audience for your Facebook advertising strategies, including deciding which

groups of audience will be able to see your ad, basing on genders, age, geography, language, interests.

Target your ad directly to the expected customers!

b. You only have to pay when there is someone uses your service.

Facebook allows you to choose advertising method between CPC (cost per click ad) and CPM (cost per

impression). With CPC, you pay for the clicks that you get; With CPM, you only pay at least $0.03 per

one thousand impressions. Those are all reasonable expenses.

c. High flexibility:

.

With Facebook advertising, it is very easy to adjust your advertising campaign. You can flexibly

switch between the two paid advertising methods: from CPC to CPM and vice versa. Moreover,

other settings can also be altered easily to optimize your campaign.

.

Facebook ads show both image and attached description. This is an advance in advertisement

which has been applied by many businesses to send their image to the massive audience.

The Facebook ad might show interactions of users’ friends with your product/service to

increase your credibility.

d. Changeable budget

You don’t have to pay a fixed budget for all Facebook advertising campaign. Depending on the

practical situation, you can adjust budget daily or monthly to best suit your campaign.

e. Reasonable distribution of Ads.

Facebook always ensures that the Ads on Facebook are evenly placed to evenly spend your budget.

There will never be the chance for an Ad to focus too much on one user but never show up to one

another. Therefore, your Ads will always be displayed to potential customers.

Facebook advertising

Boost Post

Is the way to promote your updates in Fan Page to a certain amount of users who “like” your page. In

fact, if the users already like your page, but they don’t usually interact with it, their news feed will

hardly show your page’s updates.

When the admin decides to pay a certain amount to

advertise for the page’s new update, Facebook will

make sure that this content will be displayed on the

news feed of users who like the page, regarding their

intensive level of interaction with the page.

Normally, the total views of the posts will be higher

than the views merely from the ad because this

advertised post appears many times on the fans’ news

feed which eventually will attract attention of the fans’

friends.

Facebook Ads

Facebook Ads or Sponsored Ads are the Ads which appear in certain placements on the website. The

biggest distinct difference between Facebook Ads and Facebook Promoted Post is that Facebook Ads

will be displayed to a specific group of audiences defined by the targeting options, while Facebook

Promoted Post is only shown to the “likers” of the page.

Certainly, among the audiences who see the Facebook Ads, there is a certain number of users who

have already been fans of the page. And similarly to Boost Post, Facebook Ads can be displayed many

times to the same single user.

Choose the right ads

.

Page Post Engagement: Promote certain posts on Fan

page to increase view, shares.

.

Page likes: Increase Fan page likes.

Clicks to website: Make ads to drive traffic to your

website.

.

Website Conversions: Create a conversion pixel, get the

code and add to your website to track conversion rate to the

expected website. The Ad will be displayed then.

Apps Installs: Make Ads to get people to install your app

App Engagement: Create Ads to get some actions on

your facebook. The Ad creation will be similar to that of Apps

Install.

.

Event Responses: Create Ad to promote event.

Offer Claims: Create Ad to advertise offers.

c. Content

The last factor, also a very important one in every single Online Marketing strategy in general, and

Facebook Marketing in particular, is CONTENT. Content is the easiest way to spread messages and

emotions (Viral Marketing).

Some popular types of content:

.

Updates of products/services from offline stores.

Information on offers/deals

Post with questions to urge users to respond by comments.

Contests.

Events

Social activities.

.

Brand news

Occasional specific deals.

Others

To have good content, beside good insight analysis on target audiences, you also need good

copywriting ability.

1.4. EdgeRank

a. Edgerank 1.0

Edgerank is an algorithm developed by Facebook to determine “which placement” and “which post”

will appear on the News Feed of personnal profiles. Initially, there are 3 main variables in this

algorithm: Affinity, Weight, Time-Decay.

+ Affinity:

Influenced by the relationships-Facebook will set priority to display on your News Feed the updates

about people with close relationships with you: brothers, parents, grandparents, husband/wife …, the

ones you regularly contact with via comments, likes, shares…The more intimate the relationship is, the

more likely their new posts will appear on your News Feed.

+ Weight:

As mentioned above, for each Fan Page or personal profile, different priorities will be set to each type

of post; depending on the users’ interactions, Facebook will evaluate efficiency of the posts, which

finally will affect the algorithm. Therefore, it is safe to say that every single type of post can have high

reach, not just Photos or Text.

+ Time-Decay

Regarding time-decay, Facebook simply sets priority to display new information. The fresher the

content, the higher Time-Decay value, and vice versa.

b. Edgerank 2.0

Facebook has updated Edgerank algorithm, with adjustments and addition of some indicators.

+ Last actor: 50 most recent interactions.

+ Edge Weight: Interaction weight.

+ Story Bumping: Displaying of unseen posts.

The easiest example of Last actor is when you interact with someone on Facebook

(chat/like/comment/share), then immediately, your chat list will show that person when they are

online.

When someone has not logged in Facebook for so long, they might miss some of the good and relevant

updates from others; Facebook addresses this matter by applying Story Bumping.

c. NFO (News Feed Optimization)

While Google develops their own algorithm to show the search’s result which is SEO (Search Engine

Optimization), Faceook has NFO (News Feed Optimization). Fundamentally, the two algorithms share

the same purpose: to reach Users at the first page (page 1 on Google & News Feed), and the same

approach for Marketers: to satisfy these algorithms or requirements of the two giant friends Google &

Facebook.

NFO simply statisfies EdgeRank to increase display rate on News Feed.

1.5. Summary

The year 2013 marked a significant advance in digital technology, media communications, online

marketing, and Facebook marketing. Facebook will keep changing to either satisfy users’ demand, or

generate new demands since users always long to change their own demands along with time,

awareness, communities, and other factors…

Facebook Marketing has therefore, become a real battlefield for Facebook Marketers. Facebook will

get smarter, which arouses competitions among Facebook Marketers, requires more clever technical

supporters, with more diverse contents for more intelligent users.

II.Facebook Terms

To develop, our community of civilized human beings needs certain rules and regulations to bond

between the rights and responsibilities of each single person, one should have already known (or

about to know) what they should and should not do. Thanks to the regulations that our society can

strive and grow, and that’s a common sense.

However, in a virtual society, not every one knows thoroughly, but just implicitly agrees on some rules

derived from the real society such as: no sex posts, no disrespect, no this thing, no that thing … As a

community, a public playground, Facebook also has rules as mentioned in the Statements of Rights and

Responsibilities. This part of the book will discuss about this issue.

2.1.Rights and Responsibilities

Please visit this link first: www.facebook.com/legal/terms

After reading these regulations and policies, how many of you are confident that you have not violated

Facebook’s regulations? I guess that not many! And from those violations, we have created

consequences and bad effects that we (seemingly) never care.

We have to sign up, log in by email account, and confirm mobile phone number. Then, when we run

Facebook Ads, your account will be locked times to times for user authentification and fraud

prevention. Facebook markeing in some industries and segments has been suffering super high

bidding prices for each interaction, this is simply due to the violations of some marketers who are

deceitfully running Facebook Ads without worries about price and payment … This unintentionally

causes bad impacts on the whole community.

It is obvious that every community has its own rules, if some one can not conform with, or even do not

care to read the rules; they have no right to complain about the owners for punishments in case

violations occur. In those cases, it is best for them not to consider joining the community.

2.2.Facebook Ads Guidelines

Sections IV, V, VI of Facebook Ads Guidelines:

www.facebook.com/ad_guidelines.php

IV. Ad content

Advertisers must ensure that their ads comply with all applicable laws, regulations and guidelines.

All claims in ads must be adequately substantiated. Ads must not offend users. Ads and any offers

promoted within ads must not be false, deceptive or misleading or contain spam. Ads must not

contain or promote illegal products or services. Ads must not violate the rights of any third parties.

The following specific content guidelines apply:

A. Adult products

Ads may not promote the sale or use of adult products or services, including but not limited to toys,

videos, publications, live shows, or sexual enhancement products. Ads for family planning and

contraception are allowed provided they follow the appropriate targeting requirements.

+ Ads and sponsored stories do not encourage pornographic contents of any formats, either for

commercial or artistic purposes. Ads and sponsored stories will not prioritize nude photos, adult

toys, or erotic images.

+ Ads and sponsored stories allow promotion of reproductive health products/services such as:

birth controls, lubricant gel … which must aim to adult audience.

Acceptable content:

“Free condoms in local student medical center”

“Safe sex with brandy comdom”

Unacceptable content:

“Super condoms boost your excitement”

B. Alcohol

i. Ads that promote or reference alcohol are prohibited in the following countries: Afghanistan,

Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Norway, Pakistan, Russia, Saudi Arabia, United

Arab Emirates, Yemen and any other jurisdiction where such ads are prohibited by law.

ii. Where permissible, ads that promote or reference alcohol must: (i) Comply with all applicable

local laws, required or recommended industry codes, guidelines, licenses and approvals and (ii)

apply age and country targeting criteria consistent with Facebook's targeting guidelines and

applicable local laws. Where a user's age or country cannot be determined, the ad must not be

displayed to the user.

iii. Please refer to the Help Center for additional alcohol-specific guidance.

Alcohol Ads and sponsored stories may not:

- Include content intended to appeal to anyone younger than the permissible targeted age

group or is otherwise associated with youth culture (for example, implying that the

consumption of alcohol is fashionable or accepted behavior for those who are underage).

- Portray or be targeted at pregnant or nursing women.

- Be untruthful or misleading about alcohol, its use, effects or properties.

- Portray people consuming or encourage people to consume alcohol rapidly, in excess, or

irresponsibly.

- Negatively portray abstinence from alcohol consumption or moderate alcohol consumption.

- Portray or promote intoxication or the intoxicating or stimulating effects of alcohol.

- Positively portray the strength of an alcoholic beverage.

- Portray alcohol consumption as causing or contributing to the achievement of personal,

intellectual, business, social, sporting, physical, sexual, or other success.

- Portray alcohol as being healthy, offering medical or therapeutic benefits, aiding relaxation,

alleviating individual or collective problems, as contributing to or being a sign of maturity, or

having other benefits.

- Associate the operation of any vehicle or engagement in any sport or potentially hazardous

activity as having taken place during or after the consumption of alcohol.

- Associate violent, dangerous or antisocial behavior with the consumption of alcohol

Acceptable:

"Buy Beer and Wine at Joe's Liquor Shop"

"Come to the Wine festival for a taste of the magic"

Unacceptable:

"Drink to get Drunk"

"Under 18 drinking allowed"

Targeting: Subject to all applicable laws, regulations, industry codes, and these guidelines,

you may only target alcohol ads to the following age groups:

- 25 years or older in India and Sweden

- 21 years or older in Cameroon, Micronesia, Palau, Solomon Islands, Sri Lanka and the US

- 20 years or older in Japan, Iceland, Thailand, and Paraguay

- 19 years or older in Canada, Korea, and Nicaragua

- 18 years or older in any other country (excluding those countries specified in Section IV.B.i

of the Ad Guidelines).

Keep in mind that ads may not be targeted to any people (irrespective of age) in Afghanistan,

Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Norway, Pakistan, Saudi Arabia, United

Arab Emirates, Yemen, Russia, Turkey, or any other market where such ads are prohibited.

C. Dating

Ads for adult friend finders or dating sites with a sexual emphasis are not permitted. Ads for other

online dating services are only allowed with prior authorization from Facebook. These must adhere

to the dating targeting requirements and the name of the product or service must be included in the

ad text or image.

Ads for adult friend finders or dating sites with a sexual emphasis are not permitted. Ads for

other online dating services are only allowed with prior authorization from Facebook. These

must adhere to the image, targeting, and language requirements below:

1- Image:

Dating ads may not use images that imply nudity or are otherwise provocative or sexually

suggestive. Images may not show excessive cleavage or skin or otherwise inappropriately

dressed people.

Acceptable:

(These images portray people in a happy, yet appropriate and neutral manner)

Unacceptable:

(These images are not acceptable to run on Facebook because they are provocative and

glamorize body images)

2- Targeting:

The "Relationship" targeting parameter must be set to "Single" or "Not Specified".

The "Sex" targeting parameter must be set to either "Men" or "Women" and cannot be both.

The "Age" targeting parameter must be set to a minimum of 18 years.

The "Interested In" targeting parameter must be set to either "Men" or "Women" and cannot

be both.

Note: Ads targeted to France will not have the ability to be targeted by sexual preference.

Dating ads targeted to this country must abide by all other guidelines.

3- Language:

Ads may not use vulgar, profane, or insulting language. Ad texts or images must clearly state

and represent the product or company that is being advertised. Ads may not indicate that

people will meet or connect with fictitious or specific individuals. Ads may not suggest that a

person may be, will be, is, or has been searched for or interacted with in any way.

Dating ads must include the name of the site or service in the ad text.

Acceptable:

"Looking for a Girlfriend?"

"Find a Date Today!"

"Looking for Love? We've got the answers"

Unacceptable:

"Chat with Boys on Facebook" or "(1) Message For You"

(These imply that there is a connection between the Facebook chat and message products

and your service.)

Restricted:

Ads for dating sites with a primarily sexual emphasis such as sites with "couple" or "group"

options, or that promote casual dating, hook-ups, or affairs are not allowed.

Ads may not promote "mail-order bride" services. Please see the below examples of

unacceptable ads:

D. Drug and Tobaco

Ads may not promote or facilitate the sale or consumption of illegal or recreational drugs, tobacco

products, or drug or tobacco paraphernalia.

E. Gambling and Lotteries

Ads that promote or facilitate online gambling, games of skill or lotteries, including online casino,

sports books, bingo, or poker, are only allowed in specific countries with prior authorization from

Facebook.

ii. Lotteries run by government entities may advertise on Facebook, provided that ads must be

targeted in accordance with applicable law in the jurisdiction in which the ads will be served and

may only target users in the jurisdiction in which the lottery is available.

iii. Ads that promote offline gambling establishments, such as offline casinos, in accordance with

applicable laws and regulations, are generally permitted, provided that ads must be appropriately

targeted.

iv. Refer to the Help Center for additional gambling-specific guidance.

F. Pharmaceuticals and Supplements

i. Ads must not promote the sale of prescription pharmaceuticals. Ads for online pharmacies are

prohibited except that ads for certified pharmacies may be permitted with prior approval from

Facebook.

ii. Ads that promote dietary and herbal supplements are generally permitted, provided they do

not promote products containing anabolic steroids, chitosan, comfrey, dehydroepiandrosterne,

ephedra, human growth hormones, melatonin, and any additional products deemed unsafe or

questionable by Facebook in its sole discretion.

G. Software

Ads may not contain or link directly or indirectly to a site that contains spyware/malware

downloads or any software that results in an unexpected, deceptive or unfair user experience,

including but not limited to software which:

i. "sneaks" onto a user's system;

ii. performs activities hidden to the user;

iii. may alter, harm, disable or replace any hardware or software installed on a user's computer

without express permission from the user;

iv. is bundled as a hidden component of other software whether free or for an additional fee;

v. automatically downloads without Facebook's express prior approval;

vi. presents download dialog boxes without a user's action; or

vii. may violate or infringe upon the intellectual property rights of any third party, including

copyright, trademark, patent or any other proprietary right.

H. Subscription Services

Ads for subscription services, or that promote products or services that include negative options,

automatic renewal, free-to-pay conversion billing products, or mobile marketing are subject to the

following requirements:

i. Ad text must clearly and conspicuously disclose the recurring billing component (e.g.

"subscription required").

ii. The landing page must:

a. display the price and billing interval wherever the user is prompted to enter personally

identifiable information;

b. include an unchecked opt-in checkbox; and

c. include language informing users how to cancel their subscription or membership.

iii. Each of the foregoing must be located in a prominent place on your landing page, as

determined by Facebook in its sole discretion, and should be easy to find, read, and understand.

I. Unacceptable Business Model

Ads may not promote a business model or practice that is deemed by Facebook in its sole discretion

to be unacceptable or contrary to Facebook's overall advertising philosophy or to any applicable

law, including but not limited to multi-level marketing schemes, or advertisements for scams.

J. Weapons and Explosives

Ads may not promote the sale or use of weapons, ammunition, or explosives.

V. Ad Community Standards

Ads, or categories of ads, that receive a significant amount of negative user feedback, or are

otherwise deemed to violate our community standards, are prohibited and may be removed. In all

cases, Facebook reserves the right in its sole discretion to determine whether particular content is

in violation of our community standards.

A. Illegal Activity

Ads may not constitute, facilitate or promote illegal activity.

B. Harrassment

Ads may not insult, attack, harass, bully, threaten, demean or impersonate others.

C. Hate speech

Ads may not contain "hate speech," whether directed at an individual or a group, based on

membership within certain categories. These categories include, but are not limited to, race, sex,

creed, national origin, religious affiliation, marital status, sexual orientation, gender identity, or