Facebook Ads allows geo-location targeting…

This is a no brainer and to be honest I can’t believe it took so long to happen.

LocalAwareness

Facebook will only know where users are if the user has allowed this in their Facebook settings. Understanding this, ads will not be shown to everyone and in fact most people knowing this change may turn this off. Facebook users are becoming numb to ads and this is a last ditch effort for Facebook to try and rein in more dollars.

If all users had geo-location switched on this would be a far more affective tool.

For small business I believe this could be a useful tool. The ad will need to have a strong offer and should help to bring foot traffic into their stores.

What are your thoughts on this?

Advertisements

Catch Your Website Visitors

Came across this and thought I would share with you. Whilst I’m not an advocate for  gaining Facebook likes due to you then having to pay more to reach them, I do like this theory to help build communities especially email.
Email generates fantastic value for brands through brand awareness, engagement and return. Swap out Facebook Like to Email Address and this initial website pop up is a great, easy to execute idea.
Website:
BEFORE
Inline images 1
AFTER
Inline images 2
Whilst the execution isn’t amazing the idea is right.

New Facebook Feature – This post will self-destruct in…

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With the success of SnapChat, Facebook are going to trial posts that will disappear, you will have the choice of 1 hour to 7 days.

For us marketers this will be an interesting feature if rolled out to everyone. Allowing for sale and offer messages to only last for a certain amount of time. I’m unsure if the engagement of those posts will disappear as well.

Looking forward to testing this once it’s out. Facebook are rolling this out to mobile app users first.

Game on!

Facebook Videos, I’m not sold yet…

Whilst I’m slowly turning off Facebook, I still can’t delete the app due to FOMO.

At present Facebook still has a purpose as a news first platform. It’s increasingly becoming more like Twitter and now Facebook is trying to take on YouTube as a place where people will consume videos. It’s an interesting battle at the top as they all copy each other. What’s common is us users are becoming more and more visual.

You would have noticed your NewsFeed being littered with videos of late, as Facebook is trying to push these down everyones throats. It can be frustrating as videos aren’t everything that I want to view. Understanding that Facebook is pushing this feature extremely hard brands need to strongly consider adopting video in it’s infancy stage.

Video can be an expensive tool for brands, as shooting a video off your iPhone probably won’t cut it for most brands and paying someone to do a cheap video, well just looks cheap. As brands you need to be mindful of video execution vs just doing a video just because everyone else is doing it. They take time and cost money, so they’re not for everyone.

Videos that are working on Facebook are news and viral videos. Brand videos might fall into either of these categories, but at first you may see uptake being light on. I would test this out and see organically how your videos are fairing. If you’re finding the reach and engagement is low your next move is to promote the videos. This again is more money, so I would argue not to do this.

Facebook is about to release Facebook Video Views. Telling their users how many times a video has been viewed. This is a naff release to me, yet still interesting for the users to determine if they should watch your video or not. I think for brands that have less plays it might be a negative feature.

Facebook Video Views

Image: Inside Facebook

I’m in two minds with Facebook videos for the brands I look after (heavily retail). Unless the content is relevant, timely and has share-ability, the cost to produce this video just might be not worth it. Your money may be better spent on social photography.

Facebook Videos, what are your thoughts?

Further reading on video optimisation best practice.

Facebook Update – Post as yourself or the brand.

In the past once you’re admin on the page it was quite painful to post as yourself to the page if you wanted to. This is typically called astro-turfing so it’s not advised, however at times it’s needed.

Facebook post as yourself

 

Under each post simply click the drop down and change it to you or if you want another brand page you manage.

A quick and simple update but a handy one for you social community managers.

Social Listening Audit. Much like a mystery shopper but online!

I often run social listening audits on my clients to see if they’re dropping the ball or if they’re on point… sneaky I know.

Listening Audit

What’s a Social Media Audit?

This is where you get an unknown to the brand to ask the brand leading questions in all social channels they’re active in. The question needs to implicate you’re only a click or two away from buying. I do this because you would figure anyone who asks a brand a strong leading question should be responded to as quickly possible (timely and relevant).

Here is the different ways to ask a brand a leading question on 5 of the main social channels.

Facebook – create your own wall post, comment under the most recent brand post and private message.

Twitter – @mention the brand, @reply to the brands most recent tweet, mention the brand (but don’t tag them) and if possible send a DM (can only do if you’re both following each other.

Instagram – create your own image and tag the brand in your comment and comment under their most recent post.

Pinterest – pin a brands product and comments under a brands pin.

Polyvore – comment under a brands set or create your own set featuring the brand.

Listening Audit2

The list goes on… from here, during business hours they should all be responded to within 1 hour.

How does your brand stack up? Is it missing daily opportunities, you might be surprised with what you uncover.

I will also not take ‘lack of resources’ as an excuse.

Facebook Wall Posts VS Albums … and the winner is?

First of all you need to understand and agree that we’re mostly consuming digital content on mobile, now once this is acknowledged the battle is really an unfair one. As on mobile users can consume a wall post image without engaging with it.

What’s engaging you ask? This is when a user does one of the following actions:

  • Likes
  • Comments
  • Shares
  • Tags
  • Clicks a link in the post
  • Clicks on the photo to make bigger

The last one is crucial, clicks on the photo to make it bigger. You may be wondering why, and it’s simple. By doing this the user is ‘engaging’ with you posts.

Forever New Wall Post

Image: Forever New

Why is engagement so critical?

Facebook only allows a short period of time for your posts to be engaged with. If no one engages with your post in the first 30 minutes to 1 hour then Facebook will deem your content not ‘news’ worthy and will not share it with the rest of your community. It’s not a coincidence that most of your Newsfeed is filled with actual news stories as Facebook are wanting to be more like Twitter. Making your NewsFeed as relevant and timely as possible.

If a user doesn’t want to like or comment on your posts then you have lost engagement. Yes the user scrolled past your post and saw your content but without them engaging with it, Facebook consider that to be a swing and a miss!

Forever New Album Post

 

Image Forever New

Facebook Albums on the other hand encourage engagement as users need to swipe through the album to see more images. You will find more users will swipe through an album to see what’s in it. By doing this they’re engaging with the post. Facebook then think this bit of content could be interesting to more of your community and will share it.

Test: Go to your Facebook page and look at the reach of your wall posts vs albums. You’ll notice the reach is bigger with albums.

Whilst ‘reach’ is a vanity metric, albums allow your community to engage with the brand through ‘photo clicks’. Brand engagement is not a vanity metric and this advise should be considered in your Facebook content strategy.