A Close Inspection of Facebook’s Updates and What They Mean for Your Brand
Thursday, 18 April 2013 11:42
Virginia Arnold
Facebook has been busy making changes to its functionalities in the last few months- eight since January to be exact- but don’t be overwhelmed by these new updates. Instead, optimize your brand’s Facebook page by using the following tips and best practices:
Partner Categories
Through Partner Categories brands will be able to focus their advertising dollars on Facebook users with purchasing histories that suggest they would be interested in specific products or services.
Brands can leverage this new Facebook feature by advertising products or services that build on purchases users have already made. For instance, a computer company may choose to advertise computer-maintenance services instead of computer hardware since they have access to a group of users that are guaranteed to already own computers.
Facebook Home
While the success of Facebook Home is yet to be determined, it does bring into focus an important social media trend: mobile marketing. Brands should remember to make their Facebook content mobile friendly. Keep it short, to the point, and include media-rich elements, such as infographics, to help users digest the information.
Ads in News Feed
This new advertising feature allows businesses to target specific audience members with posts that appear in their News Feed. Since these posts will be shared with Facebook users that have expressed interest in the types of products or services being advertised, the ads should be optimized for engagement through the use of language and images that relate specifically to the target audience.
Reply Button
Brands can now reply to specific comments on their Facebook posts. This new function makes it easier for brands to manage comments and to host events that foster engagement, such as open forums or questions-and-answer sessions, directly on their Facebook page.
Cover Photo Freedom
Businesses on Facebook now have more freedom to add text that encourages interaction with the brand page to their cover photo. Some previous restrictions that are no longer in place include: Adding contact information, suggesting users “like” the page, and including call-to-action text such as “tell your friends”.
These well-designed brand cover photos are great examples for companies hoping to refresh their Facebook presence:
Brand Cover Photos from giniarnold
Hashtags
In mid-March The Wall Street Journal announced that Facebook is working to adapt hashtags into its standard functionalities. Facebook hashtags will help businesses be found more easily by allowing users a way to search for posts referencing topics they find interesting. To prepare for this new function, brands on Facebook should compile a list of strategic hashtags that can be used when the feature is launched. Look to current Twitter efforts for inspiration.
The New News Feed
The updated News Feed layout, not yet available to all users, places a specific emphasis on brand cover photos and profile images. It is now more important than ever that brands are cognizant of their photo choices. This new, prominent position in users’ Timelines is a great opportunity for increasing network size, so use these images to attract and engage.
Facebook Graph Search
Some Facebook users are still waiting to receive access to Facebook Graph Search, but that doesn’t mean businesses should wait to optimize their page. Brands should pay special attention to the “About” section of their profile, making sure it includes a description with keywords that describe the company.
Has your brand found success with Facebook’s latest updates? Let us know your tips for Facebook optimization in the comments section.
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