Tag Archives: Facebook
Big changes are afoot at Facebook. Yesterday, we announced the rollout of Promoted Posts on Facebook that allow marketers to extend the reach of their page content. Today, two new changes that marketers have been requesting for what seems like forever are finally rolled out: the ability to schedule posts, and the ability to assign roles to page admins.
First, let’s take a look at the different admin roles and what permissions they’ll have.
Creating Facebook Page Admins
Here’s a matrix Facebook released in its Help Center that explains the 5 different roles a page admin can have, and what responsibilities those roles entail:
So a page manager is the ruler of the Facebook realm, and can do everything from create ads to moderate comments to promote and demote other page administrators. But not everyone should have that level of responsibility (or ability). You can limit some administrators to just content creation, some to just moderators, and some to simply analyzing your page Insights.
Why might you do this? Think of it this way — ever had that boss that wakes up in the middle of the night curious about how your Facebook page is performing, takes a look at your Facebook page Insights, freaks out at some numbers he doesn’t quite understand, and then starts posting updates every 15 minutes to “improve engagement?” That’s the guy you’ll demote to the ‘Insight Analyst’ role. Hey, that’s a pretty sexy name if you ask me!
Or perhaps you have a new social media intern who hasn’t quite mastered your social media strategy or brand voice, but you want to get her immersed in your social media presence so she can, you know, learn it. Maybe her role as a page administrator is ‘Moderator’ so she can do some social media monitoring, but doesn’t start messing with the page’s apps and status updates.
Sounds pretty handy, eh? To set these permissions on your own page, go to the top right corner of your screen and hit ‘Manage,’ then select ‘Settings‘ in the drop-down. That will take you to this screen:
Under ‘Admin Roles,’ simply select the page administrator whose permissions you’d like to change, and select the role for which they’re best suited. Voila! You’ve now edited the roles and permissions of your Facebook page administrators. And, bonus — there is no limit to the number of admins a page can have!
Scheduling Facebook Posts
And now, for the other half of this exciting news … the ability to schedule posts! Until now, you’ve probably made use of a third-party app (still a viable solution!) to schedule your Facebook posts in advance, or you’ve simply gotten used to logging in to your Facebook account every couple hours to post your next update. But now, you have options; take a look at how easy it is to schedule your posts right in Facebook:
To schedule your post, simply go to your page’s sharing tool like you usually do, and select the type of post you want to add to your page. Once you’ve crafted your update, click the little blue clock icon in the lower left corner of the sharing tool, and select the year, month, day, hour, and minute at which you’d like your post to appear in the future. Then click ‘Schedule‘!
You can schedule a post up to 6 months in advance in 15-minute intervals. If you choose a date in the past, however, the post will appear immediately on your page’s timeline. And no time zone calculations are needed, either — Facebook will automatically correspond to the time zone you’re in! Pretty easy, huh?
Facebook has made no mention of a timeline for when these two features will be rolled out to all pages, so just be on the lookout.
Many people have asked me what I think about advertising on Facebook.
Is it effective? How does it compare with Google AdWords? Will it track my ROI?
Well, for starters there are over 800 million people on Facebook that you could potentially reach with your ad. That’s impressive.
Aside from that, Facebook allows advertisers to choose the audience they want to reach by filtering by location, age and interests. It offers the ability to test different image and text-based formats for the ad to see which gets the best response. You can also set a daily budget and adjust it at any time, so you have complete control over how much you spend on ads on a daily basis.
On top of all these features, Facebook just recently announced they are rolling out some new changes to Facebook Ads, giving marketers more opportunities for targeting and tracking results.
Coming soon, Facebook advertisers will be able to see what actions consumers take after seeing their ad on the social networking site. Before, Facebook Ads only permitted optimization for clicks, Page Likes, app installs and check-ins, but now marketers will be able to see whether the particular ad elicited the desired behavior (ie. visiting the website, making a purchase, redeeming offers, posting a comment, etc.)
Also with the new changes, advertisers will be able to target their ads to the people who are most likely to take the desired action. Eventually, Facebook will be able to tell which people are most likely to purchase online, share links, redeem coupons,etc., and then target their ads to those people.
Why is this new data so important? Measurement is EVERYTHING!
One thing about this kind of advertising is that you really need to pay attention to the metrics to make sure you’re getting the most out of your ad dollars, or else you can end up losing a lot of money.
You need to be analyzing how many impressions and clicks you’re getting and the conversion rates. You should also alter the messaging of your ads a few times to see what works best—which ad gets the most clicks? Which gets the most conversions?
So, what’s my answer? It all comes down to your goals.
Do your research and find out the average cost-per-click, the targeting options, tracking abilities for Facebook Ads and its competitors. See which one makes sense for your business.
Facebook Ads can definitely be a good idea. Just be sure to keep an eye on your results to ensure you’re getting the most out of your ad dollars.
Facebook deployed its changes to Pages at the end of March, transitioning all Fan/Business Pages to a timeline format.
Aside from dealing with the frustration of having to adapt—yet again—to Facebook’s changes, many business owners are wondering how the new timeline will benefit the online presence of their business.
Here’s the lowdown on some of the new features:
Timeline Cover Photo
- The new banner-like cover photo for the Facebook Timeline is big—big enough to make the business’ Page stand out.
- Facebook mandates that cover photos do not include price or purchase information, contact information, references to the “Like” or “Share” button or call to actions.
- Brands can add up to 21 apps to their Timeline and are able to choose four to showcase on the Page.
- Businesses are able to customize the name and photo that appears for each application (except the built-in apps like Photos, Likes, etc).
- Only four apps show up at once, so users visiting Pages must click an arrow to show the rest of the applications on the Page.
- Designating an app as a landing Page is no longer available—the timeline will automatically be the default when users visit the Page.
- Brands can highlight important posts by pinning a post to the top of their timeline.
- Only one post can be pinned at a time.
- Pinned posts only last for seven days and then return to their normal spot on the timeline.
- Brands can also highlight content in the timeline, allowing you to stretch an image or post across the entire timeline, making it more visually appealing.
So, there you have it. The new timeline format seems like it will be a beneficial change for Brands on Facebook. Sure, there are some features that will take getting used to. But love it or hate it, the timeline is here to stay. That is, until Zuckerberg rolls out the next round of changes.
Facebook recently created some new opportunities for brands and marketers who want to target mobile consumers on the social networking site, which include three main components – Pages, Ads, and Sponsored Stories.
There are some exciting opportunities for brands and marketers that want to target mobile consumers on Facebook, the company revealed in an exclusive interview with Mobile Marketer.
Facebook has mobile applications for all of the top smartphone operating systems and has a mobile Web site as well. The company claims that approximately 200 million consumers access Facebook from their mobile device daily.
This is an obvious and huge opportunity for marketers. But it has been unclear as to what Facebook offers marketers on its mobile destinations, until now.
Mobile Marketer Deputy Managing Editor Giselle Tsirulnik interviewed Facebook regarding some of the opportunities for marketers on the social network’s mobile destinations.
Here is what the company said:
What are some of the opportunities that Facebook offers brands in terms of marketing and commerce?
Facebook has become an important part of online marketing. This is evidenced not only by the growth of Facebook’s business but also by the industry being quickly built around it. Facebook is now at the center of a fundamental shift in how marketers think about the role of social in their marketing.
There are three components for brands who want to get involved on Facebook – Pages (owned), Ads (paid) and Sponsored Stories (amplifying earned).
When you combine an engaging Page with creative Ads and Sponsored Stories, the opportunity to achieve a truly “always on” status increases exponentially.
We’re just getting data back on the success of Sponsored Stories, since they are a new addition to a marketer’s toolbox on Facebook, and it’s impressive. On average we’re seeing twice the engagement over Ads and in some cases we’re seeing up to seven times the engagement.
In order to help brands scale their efforts, Facebook created the Ads API, the Insights API, and the Pages API so third parties can help their clients efficiently buy and measure Facebook ads.
The Ads API is now out of Beta and anyone can apply to use these APIs.
The Ads API Beta included more than 20 companies that have already used the Ads API to service thousands of advertisers.
What role does mobile play in terms of the marketing and commerce opportunities for brands on Facebook?
Brands looking to take advantage of mobile marketing opportunities with Facebook can activate Check-In Deals when they claim their Place on Facebook.
Check-In Deals can be a powerful way to connect with local customers and spread the word about a brand or business.
There are four types of Check-In Deals:
● Individual Deal: You can offer this type of deal to both new and existing customers. You may create Individual Deals when you want to launch a new product, get rid of excess inventory, offer seasonal incentives, or simply get more people into your store.
● Friend Deal: Friend Deals allow you to offer discounts to groups of up to eight people, when they check in together. Friend Deals are a great way to build even more exposure for your business because more stories are generated when multiple people check-in.
● Loyalty Deal: To focus on rewarding your most loyal customers, create a Loyalty Deal. These deals may be claimed by customers only after a certain number of check-ins. Depending on your business, the number of check-ins may vary. Please note that you must create a deal that is redeemable after no fewer than two and no more than 20 check-ins.
● Charity Deal: Create a Charity Deal to make a donation to the charity of your choice. This is a great way for your business to give back to the community while adding a human touch to your business.
Recently, Places has been enhanced, allowing people to also check-in to an Event on Facebook, view their friends’ check-ins through a map view and have the ability to Like a Place (like a brick and mortar location) without leaving the mobile app.
At this point Facebook has not announced plans to serving Ads on mobile apps. However, a developer could choose to serve Ads in their own mobile application or mobile Web site.
Can brands split efforts for mobile and online? In other words have specific programs for PC users and different smartphone-tailored programs for mobile?
Yes, brands always have control over where they want to focus their efforts.