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Monthly Archives: February 2011

How Marketers Can Fully Utilize The New Facebook Pages

I recently had the privilege of sitting in on a Facebook Q&A Marketing webinar, made possible through Social Fresh and HubSpot. Facebook recently released a whole boatload of updates for their Pages, possibly the largest update ever. This Q&A gave us an opportunity to ask questions about the new Page layouts and what it means for businesses who use Facebook as a marketing medium in 2011.

The presentation was incredibly informative and gave some insight into how Facebook Pages can be utilized to their full potential. It was an hour-long presentation with constantly great information and advice so I’ve condensed it into a handful (or two) of key takeaways for Facebook marketers to pay attention to:

  • Posting videos and photos, rather than text or links, will get your post on more walls –> and therefore get more views
  • The best times to post (on average) are on weekends and in the mornings during the week. Obviously this doesn’t apply to all brands but it’s something to keep in mind.
  • The optimal frequency for posting on Facebook is once every other day. It keeps up consistency but has not been found to inundate the audience.
  • Posts that mention Facebook, and off-FB blogs and articles mentioning Facebbok (that are shared) will appear on more Facebook walls, and more frequently.
  • Since tabs are no longer as prominent on the new page layout, they should be used to maintain branding. The wall is to maintain interaction and engagement.
  • All pages should have a custom Welcome tab. It’s been shown that a welcome tab with good information doubles the likeability of your page, leading to more fans.
  • Additionally, a fan/non-fan welcome tab that lets non-fans know what they will be getting access to after becoming a fan is the best type of welcome tab.
  • The #1 reason people become a fan: because they get an email from the brand, or see an advertisement for it. The #2 reason is word-of-mouth through a friend.
  • To maintain brand voice while still achieving one’s business goals is very difficult. The best way to achieve this: look at what’s engaging and what gets fans to interact, look at these things from your business perspective, then produce brand content from what you see. All posts don’t need to be brand related, getting engagement is the most important, not getting your brand up as much as possible. If they are on your page chances are they like the brand already so content doesn’t always need to be brand focused.
  • Jump on the cross-brand promotions and campaigns with the new “Sign-in as page” feature. This isn’t being done so doing this early is a great way to take advantage of the new feature.
  • Use the FB ad platform to find out if your target audience is on Facebook. The ad setup allows you to search demographics, interests, etc. without running the ad. Take advantage of this.

Now, this is not nearly everything that was presented…it’s just a small part of the whole thing. If you’d like to view the entire transcript head right here to see the whole thing. I’d just like to say thanks to Jason Keath, Justin Levy (@justinlevy), Justin Kistner (@justinkistner), and Ellie Mirman (@ellieeille) for a great presentation!

Also, if you’d like more info on the new changes Facebook has made, feel free to check out this great blog post on 5 Unique Features Of The New Facebook Pages.

What do you think about the new Pages layout? If you have any advice on how to use Facebook Pages post it in the comments.