Washington – Looking to take broader advantage of its
internal social media ad technology, The Washington Post on Wednesday
officially launched SocialCode, a new agency aimed at helping clients improve
the effectiveness of their advertising and marketing campaigns on Facebook.
Post debuted the firm — which will operate as part of its Slate Group — with
a soft launch last July, working only with close partners.
The Post said it
created the agency as a vehicle to offer its technology and quantitative
approach to other companies.
"SocialCode allows companies to capitalize on
Facebook’s offerings," said Laura Graham O’Shaughnessy, the agency’s
general manager, who is also the daughter of Washington Post CEO Don Graham.
"We know the technology and we know what works, so we can design campaigns
that enable brands to make the most of their advertising and marketing
SocialCode is a participant in the beta Facebook Ads API
program, which allows it to take advantage of a variety of newly developed
tools for running campaigns on the social network.