Tag Archives: Facebook Pages

Important changes to the way Facebook shows you Pages updates

Page Admins  might have been concerned recently as their text posts have not been getting as much engagement as their posts with links, images, or Videos. Facebook has been running a variety of tests to encourage engagement and it has noticed that when it shows users text based posts in the news feed, other users post more updates themselves.

Facebook also noticed that users reacted differently to text only updates from Pages. When shown to users, users did not feel compelled to write more texts themselves. On Its blog Facebook said that “Page admins can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types”.

So why is Facebook playing around with what it shows you from brands and your friends? currently to get a post guaranteed to appear in another users feed, you need to promote the post.

Facebook recommends that we share links differently.  Usually we add the link to the post update in the text -  like this:

image

But Facebook wants us to use the share button feature embedded in many websites. So the same link using the share button looks like this:

image 

Both options allow me to add my own text to the share, and both options give me the same link. But there is a fundamental difference between the two.

The share button gives Facebook much more detailed analytics that it can then use to sell on to businesses that want it.  Facebook has much greater difficulty tracking the links that we embed in our posts. Our own embeds do not give Facebook such rich information that It can share with its paying customers.

Facebook says  “We’ve found that, as compared to sharing links by embedding in status updates, these posts get more engagement (more likes, comments, shares and clicks) and they provide a more visual and compelling experience for people seeing them in their feeds”.

It also recommends that you use the share button to share to give the followers of your page the best possible experience.

The challenge is, if your page does not have a Facebook Share button – then there is the risk that your carefully crafter message will not be seen by your intended audience – at all…

Eileen Brown is a social media strategist and consultant at Amastra, a columnist at ZDNet and author of Working The Crowd: Social Media Marketing for Business. Connect with Eileen on Twitter and   or contact her to find out how she can elevate your brand and help your business become more social.

Advertisements

Scheduling your posts on Facebook

There are new marketing tools that have been announced for Facebook.  Now you can schedule your posts on your page

image

Click on the clock in the bottom corner of the status update for the Page and add the Year, Month, day and hour. 

image

You can also add posts which only display to a certain segment of the audience for a Page.  For example, you might wish to target your campaign entirely at men. These posts would appear on the right hand side using the Graph API Developer Page.

This is an advanced marketing feature and it is obvious that Facebook are using this feature as an opportunity to generate revenue for status updates.  Currently you can update your status as often as you want at no cost.  With the ability to segment your status updates to make them visible to certain demographics, you can tarokoget your messages much more carefully. A clever move from Facebook.

Facebook has also given more granular permissions to Page admins.  This means that if you have a team of Admins, you can become much more specific about roles that you assign to other administrators of the site

image

The roles are cumulative – meaning that the Top role, Manager has every permission, whereas Content Creator, Moderator, Advertiser and insight Analyst have decreasing roles across the page.  This is really useful if you run a large team of Page administrators and you do not want everyone to have overarching permissions.

More information is over at the Facebook Developers page 

 

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Facebook Private messages: Good for social business, good for CRM?

Now brands can use Facebook Direct messaging to respond privately to their customers for a more personalised support experience.

image

Facebook has rolled out its new version of Brand pages.  These look like the page familiar to users who have enabled Timeline view. It will also include a feature to improve social CRM – if it gets it right..

Now, when customers interact with the brand, the brand has the opportunity to respond by private message, without the rest of the stream seeing the interaction.

Brands can also respond to individual wall posts through private message, as long as a fan initiates the conversation.

Private messages for pages will be great for brands that want to get open and honest feedback from their customers. Although it is currently only available in Asia, it will be rolled out world wide soon.

Brands need to get their act in gear if they want to take advantage of the 1:1 interaction with their customers.  They need to respond in a positive, and timely way to avoid any negative responses.

Bob Kraut, SVP of advertising and marketing communications for Arby’s, suggested the direct messages may help firms avert comment threads that spiral out of control, causing bad branding.

"This [will] lower the risk and be better for customers in the long run," he said. "There will be more people in the game, and maybe less transparency. But maybe the customer is fine with that. It’s the customer that counts."

Without an effective customer engagement framework in place, and a team to respond to the demands of 24 x 7 complaints and comments, brands might feel that they are not as social as they think they are…

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Facebook pages: Really worth the effort?

image

These figures from the All Facebook blog, don’t look too good do they?

Companies spend a lot of money creating their Facebook page and are disappointed with the percentage of fans that actually see the page. 

If you’re not actively canvassing likes and comments then your page posts might be disappearing as Facebook scores other pages higher than yours.  The Facebook Edgerank weighting may mean your posts are never seen – even if you have hundreds of fans.

So is it all worth the effort?

Good news, the answer is yes…

If you have a great strategy, you can encourage engagement.  There are ways that you can grow engagement and keep your fans interested. 

  • Post regularly.  Add polls, quizzes and questions to encourage interaction – especially if there is an incentive to answer.
  • Offer a prize for the best answer to the question
  • Encourage creativity, haikus, poems, limericks, tongue twisters
  • Allow posting of user generated content such as photos to the site.
  • Target your audience – encourage people who are more likely to share your page with their friends
  • Celebrate winners.  Fan of the week, etc will encourage further sharing as fans vie for attention

Hardly anyone pays attention to your Facebook posts.  You will miss lots of status updates from your friends, so unless you are really active on your Facebook page, then your fans will miss that activity too.

So if you’re a page administrator, use the page as often as you use your own profile – and keep the engagement going…

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Facebook increases character limits to enable longer status updates

Facebook recently announced that they were increasing their character limit on status updates from 5000 characters to a "nerdy" 63,206 characters.  This means that brands will be able to post far more information to Facebook without using 3rd party applications such as Networked blogs or by linking to information stored elsewhere.

Google + posts are limited to around 100,000 characters, so Facebook have upped their status update limit to allow people to write just about what they want to (Working The Crowd has about 377,000 characters  – so I could get it into 6 Facebook updates if I wanted to.. ).

Facebook removed the ability to syndicate  something to your page or profile using Notes in October so this increase in character limit makes sense.  Brands can now post items directly onto Facebook which gives the post more EdgeRank.  Everything in Facebook is called an Object, and when a user interacts with the object then an Edge is created.  Some Facebook Edges have more value than others.  Writing your own post has more value to Facebook than posting via an application such as Twitter, Foursquare or a blog post through Network blogs.

Posting Facebook updates directly into Facebook gives Facebook direct access to a huge amount of information.  They can mine this information and use it to give you more accurately targeted adverts.  They can add to their already huge amount of data in a way that Google+ can’t match at the moment.

But for brands who want to get noticed, posting direct updates onto Facebook — and getting those posts shared will ensure longevity of the posts, and more potential views in a way that links and short updates just can’t do.

So this is a win win for both — brands and Facebook.  And an opportunity for any budding authors out there to publish their stories to their Facebook friends, followers and subscribers.

The challenge now is getting the posts read – all the way to the end…

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Facebook Page changes: Encouraging engagement and page impact

There are some interesting things happening to Facebook pages that might affect you if you administer any Pages for others or for your own business:

image

Here’s a summary of some of the key additions and removals from Facebook Pages coming this quarter:

People talking about this.  This is a new number  for insights which is is a total of your Reach comments and shares, displayed for everyone to see when they visit the page..

Longer shelf life for posts.  If you post an update on your business page, and someone with 150 friends comments on it 3 days later you’re in luck.  Their comment will appear on their personal profile ticker – and all 150 friends could see your original post.  Great for longevity.  Try to get fans to comment to ensure your posts last longer..

Reach:  Your friends and their friends – which is your potential reach metrics if you can provide compelling content.  It’s a bit like the 2nd degree connection in LinkedIn.  You can get some idea of their ages and sex so you can target them more effectively

image

 

Facebook is removing:

Notes.  If you;re syndicating your blog posts onto your business page using the import feature in Notes, then you’ll need to find another way to do this.

FBML (Facebook Markup Language).  It’s now ok to use ordinary HTML now – and use a secure server to host the HTML pages onto…

Reviews: Discontinued in October

Hat tip to the Pagemodo blog for the reminder…

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.