Optimize Your Facebook Page for Engagement
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This document provides information about Facebook pages and timelines. It discusses the history of Facebook pages and how they have evolved over time from 2009 to 2012. It also provides tips for businesses on how to optimize their Facebook page and engage audiences using features like the cover photo, profile picture, tabs, apps, pinned posts, and highlighted posts. The document emphasizes focusing on user interaction and sharing brand and user content separately on the new Facebook timeline format.
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Optimize Your Facebook Page for Engagement
- 1. Facebook Timelines for Fan (Business) Pages Lisa Ann Landry Vibrating Positive Energy In Life, In Business In, Social Media Lisa Ann Landry, MSM Creator http://www.socialnetworkingcoachingclub.com/ Lisaa.Landry@yahoo.com 602-793-9071
- 2. Exercise The way to get more likes, comments, & shares: Like other pages o Makes sure & like the pages of the other participants here & mine o NOW For the most engagement o Post Pictures o Videos – Include description o Short text o Use Facebook as Page – Home • Social Media CPR
- 3. Facebook 101 Share photos, videos, & posts with family & friends. Connect with friends & old classmates you have not seen in years. Experience & share the milestones in your life & the lives of those close to you. Stay in touch with family members who live at a distance. Play Games Personal vs. Professional
- 4. A brief history of Facebook pages “People tried to connect with brands in a way that didn’t work. So we created Pages with features such as Apps, tabs and wall-like interaction” Facebook - 2009
- 5. Facebook 101 Business Page 1. Reach a new fan base & connect with existing customers. 2. Build an interactive page that will keep your customers/clients coming back. 3. Establish your business as the expert or leader in your particular industry. 4. Help spread your mission as an organization without the expense of traditional marketing. Personal vs. Professional
- 6. A brief history of Facebook Pages Tabs are displayed at ‘App Tabs‘ are the top, high pushed to the Facebook visibility. left. Timeline introduces First Stronger focus . ‘Pages for ‘fangates’ pop on user input & brands’ up interaction ‘09 ‘10 ‘11 ‘12
- 7. A brief history of Facebook pages ‘09 ‘10 ‘11 ‘12
- 8. A brief history of Facebook pages ‘09 ‘10 ‘11 ‘12
- 9. A brief history of Facebook pages ‘09 ‘10 ‘11 ‘12
- 10. A brief history of Facebook pages ‘09 ‘10 ‘11 ‘12
- 11. Timeline changes almost everything - AGENDA General layout Featured Milestones Cover Photo No auto refresh upon Profile Picture liking Tabs & Apps No more default landing tabs Display location of apps More app space About section Same app rules Star, Hide, Pinned posts Great examples no Enable Messages promotions in the header Fangating is no more image
- 12. 1. General layout. Header image history Profile image About the brand Featured tabs Pinned posts
- 13. 2. Cover & Profile Image • No more 520px high profile image on the left square • No more image-grid above the timeline • Header image can not be used for promotional purposes, fangating, contest referral or even contact information!
- 14. 3. About & Tabs Old Apps & tabs location Featured apps / tabs (4 max) About Other tabs hidden here
- 15. 3. Other apps expanded Other tabs Will barely be found
- 16. 4. Fangating Fangating works no more • A custom ‘Default landing tab’ will no longer work • ‘Welcome’ is just another tab • No auto-redirect after liking a page • Still detection if you liked the page or not.
- 17. 5. Apps Entire websites can be pushed in this space no fundamental redesign of websites. Full 810px for Higher resemblance between Facebook and original website content vs. 520px previously No change in app rules
- 18. Adapt tab content to correct width
- 19. ‘Highlight’ posts to give them the full width of the Facebook container.
- 20. ‘Pin’ posts, these posts stay at the top of the feed promoting posts
- 21. Brand content and user content are separated • Timeline puts the focus on the interaction with the consumer • Your brand becomes what you publish • No more hiding behind fangates & custom tabs content is your only asset • Comments by others are collected in a separate console
- 22. 7. To Dos Pin ‘top’ or ‘important’ posts 3 Choose a cover Add brand description & image 1 information 2 Remove the ‘fangate’ 4 Insert the back 6 5 catalog of the ‘Highlight’ brand + reconstruct Clean up the wall important events 9 history Adapt the Feature ‘Welcome’ Adapt tab-content to 810px width important tab 7 apps 8 10
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- 25. Next Steps More Facebook Blogging Dates: LinkedIn April 18th Twitter Youtube May 5 Google+ May 12 Social Media Marketing Strategy May 19 May 26
Notes de l'éditeur
- The rise of visual storytelling as a means of spreading a marketing message couldn’t possibly have evaded you. A number of image-based platforms out there, including pinterest, instagram, and slideshare, have already made a strong statement about how visual content can impact business results. So not surprisingly, images are some of the most popular pieces of content that you can share on our Facebook page. They accumulate thousands of views, engaging more people than other content types do. In this workshop I will help you make sense of the Facebook business page timeline: the new features it comes with and how to use them for marketing success. I will also highlight a few businesses that have done a fantastic job with their Facebook timelines. Enjoy this intentionally visual 2 hour workshop!
- 63,206 Characters or [example: Document with 502 words, the same document has 3759 characters not incl. spaces. 3759/502 = average word length of 7.5 characters per word. Including spaces is 4230/502 = 8.4] You can work out the "average" number of characters per word, and then divide your 60,000 character count by this number. It will at least get you in the ball park. [Example: 60,000/8.4 = 7143 words]
- Personal vs. Business Accounts http://edgerankchecker.com/index.php Understanding the Difference Between Personal profile & Business Pages Once you understand how to integrate Facebook into your business, you’ll really begin to see he power of this social media tool. Let’s examine some of the main differences between a personal profile & business Facebook page: On Facebook, Profiles are meant for people, & Pages are meant for businesses. To fully engage & leverage Facebook’s features, you should create a personal profile. What Not to Do: Don’t create a personal Profile for your business. Profiles are for people; Pages are for businesses. Facebook has built significant functionality specifically for businesses, & all of this functionality is only available for Pages. There are a few key differences between Business Pages & Personal Profiles: Pages allow you to designate multiple administrators so you can have more than one person help manage the account. In addition, if one of your administrators leaves the company, you can still have control over the Page. Pages are, by default, public, & are starting to rank in Facebook & public search results. Pages are split into different categories (local businesses, brands, musicians) that help you get listed in more relevant search results. Personal profiles have friends, which require mutual acceptance, whereas anyone can become a fan of your Page without needing administrator approval.
- Facebook Timeline allows a number of changes businesses should be familiar with. Facebook timeline comes with a set of new features which affect what businesses can and can not control on the social platform. Some of the new features offer brands more flexibility, while others limit organizations by requiring them to follow specific guidelines. In this workshop we will discuss these new features in an order that follows the path of setting up a Facebook timeline. First lets start with some basics. And clarify the confusion between the profile & page
- How are Pages different from personal profiles (timelines)? Profiles (timelines) represent individuals and must be held under an individual name, while Pages allow an organization, business, celebrity, or band to maintain a professional presence on Facebook. You may only create Facebook Pages to represent real organizations of which you are an authorized representative. In addition, Pages are managed by admins who have personal Facebook profiles (timelines). Pages are not separate Facebook accounts and do not have separate login information from your profile (timeline). They are merely different entities on our site, similar to how Groups and Events function. Once you have set up a Page within your profile (timeline), you may add other admins to help you manage this Page. People who choose to connect to your Page won't be able to see that you are the Page admin or have any access to your personal account.
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- Overview : (Personal Profile Cover) A cover is the larger photo at the top of your timeline, right above your profile picture. Note: Like your profile picture, cover images are public , which means anyone visiting your timeline will be able to see them. We've found that people have a better experience viewing your timeline when they see a cover that is as unique and individualized as you are. This helps people learn more about you. It also helps Facebook prevent spam, fake profiles, and other content that can detract from your experience on Facebook. An easy way to ensure your cover image is unique is to choose an image from your life, like a photo from a wedding, day at the beach, or birthday party. If you want to use a photo to show solidarity or express support for a cause or organization, you can still post a status or a photo and star it on your timeline . To add a cover image to your timeline: Go to your timeline Click Add a Cover Choose whether you want to upload a new photo or pick a photo from one of your existing photo albums Once you choose a photo, you can reposition it by clicking on the image and dragging it up or down Click Save Note: Your cover image has to be at least 720 pixels wide . Permalink · Share
- How should I choose a cover photo for my Page? Use a unique image that represents your Page. This might be a photo of a popular menu item, album artwork or a picture of people using your product. Be creative and experiment with images your audience responds well to. Cover images must be at least 399 pixels wide and may not contain: Price or purchase information, such as "40% off" or "Download it at our website" Contact information, such as web address, email, mailing address or other information intended for your Page's About section References to user interface elements, such as Like or Share , or any other Facebook site features Calls to action, such as "Get it now" or "Tell your friends" To get the best quality image and fastest load times for your Page, upload an sRGB JPG file that's 851 pixels wide, 315 pixels tall and less than 100 kilobytes. All cover images are public , which means anyone visiting your Page will be able to see the image you choose. Covers must not be false, deceptive or misleading, and must not infringe on third parties' intellectual property. You may not encourage or incentivize people to upload your cover image to their personal timelines. Learn more about Pages guidelines . Permalink · Share
- Personal profile - Adjust your profile picture, the image that will get shown next to each of your updates on your wall & in users’ news feeds. Choose an image that fits 180 x 180 pixels & also looks good when scaled down to a thumbnail size of 32 x 32 pixels. Brand Pages - Use your profile picture this image will also appear with any sponsored stories or ads that you run. A logo is a great choice here! How do I add or change my profile picture? To add a profile picture or change your current profile picture: Go to your profile (timeline) and mouse over your profile picture Click on the to edit your picture Choose whether you want to: Pick a photo you already uploaded to Facebook Take a new photo (using your computer's webcam) Upload a new photo Edit your thumbnail Remove your current photo Tip : You can also make any photo you're tagged in your profile picture. Just find the photo you want to use and click the Make Profile Picture option below the photo. If you're looking at a friend's photo, you will only see this option if you are tagged in that photo. Your profile picture must be at least 180 pixels wide . If you are unsure of whether or not your picture meets this requirement, you can right-click on the picture to see the photo properties, which should include the photo dimensions (ex: 100 x 91 would be too small). If you can’t find the photo’s dimensions, try uploading the picture and assigning it as your profile picture. You will see the following error message if the image is too small: Permalink · Share
- Organize Views & Apps The new design features photos, likes, and apps at the top of your page, below your cover photo. Photos are automatically featured in the first spot, but page admins can rearrange the rest to feature the most important ones first. Overall, a total of 12 apps can be shown here. 1. To rearrange apps: Click the arrow to reveal all 12 apps Hover over the app and click on the pencil icon Choose the app you want to swap it with Remember that most visitors to your Timeline will only see the top row, so make sure that the 3 apps you choose to list at the top are the most exciting or interesting apps for visitors. Depending on your apps, this could be giveaways, videos or blog content. 2. Changing Your App’s Name and Thumbnail Image Changing the name of your Page Tabs was possible before, but now you can also change the image associated with your app. To change an app’s name and thumbnail image: Under the pencil icon, choose Edit Settings. Here, you can change your Custom Tab Name (make sure to click Save before you click Okay) or you can change your Custom Tab Image. When changing your app’s thumbnail image, the image you upload can be a maximum of 111 pixels x 74 pixels. We suggest using an image close to the maximum size in order to take advantage of the space. Experiment with different photos, text, and calls to action for your thumbnail images to test out what works with your Facebook fans.
- 3. Promoting Your Apps Using Facebook Timeline Because there’s no default landing tab anymore, promoting apps is a bit trickier. For example, you can still use fan gates (or like gates) on a contest app so that only those who have liked your page can see the contest details. But driving traffic to that contest is all the more difficult. This is true for all Timeline Apps. Here are 3 ways to drive fans to your Facebook Timeline apps: You can post a status update about your app and link to it. Get the link for your app under the pencil icon by choosing “Link to this Tab.” If you want to promote the app for 7 days, you can post a status update as mentioned above but then pin your post to the top of your Facebook Page . A pinned post has a orange flag in the top right corner and remains at the top of the page for 7 days. After 7 days, the post will return to the timeline under its original post date. You can also run a Facebook ad and link to your app. Follow the same instructions as above to find the link for your app.
- http://www.hyperarts.com/blog/cover-photo-timeline-facebook-pages-rules/ - examples of rule breakers
- How to optimize: It’s time to re-think your marketing strategy since you can no longer force new visitors to navigate through the calls-to-action on your landing pages before reaching the wall of your Facebook page. The best way to ensure your new or returning guests have a positive user-experience on your page is to create an attractive cover photo that highlights your best amenities, guestrooms, or products. In this case, although landing pages have been removed from marketers' arsenals, pinned and highlighted posts have been added as new opportunities. How to optimize : Facebook added new features to posts on your Wall, including “Pinned” posts and “Highlighted” posts. Highlighting a post : When you hover over a given post and click the star icon that appears, the option to highlight that post appears. Highlighting a post will stretch the post to the entire width of your Page, thus calling attention to that particular message among the hodge-podge of other posts. The highlighted post will remain this size until you highlight a different post. Use this feature to draw attention to contests, sales, or to market special events. Multiple posts can be highlighted at any given time. Pinning a post : Similarly, by hovering over the pencil icon in a post you can pin the post to the top of your Page. This post will remain at the top of your page until you pin a different post, for a maximum of 7 days. A ribbon on the right-hand corner of the posts indicates that the post has been pinned. Again, pinning posts to the top of your Timeline is a great marketing strategy for flash sales, approaching events, or contests.
- Feature a pinned post at the top of your page with a great rate, sale, or event. Highlight an even better post to expand it across the width of your page to make a great first impression. Bring your applications front and center, which shouldn’t be difficult to accomplish since the new app boxes are much larger than the old 16x16 icons and encourage guests to expand your app list with attention-catching visible tabs.
- As you may know, private messaging was not available through the original Facebook pages. However, the Timeline format encourages more socialization, and with that comes deeper interaction between the brands and customers through the addition of private messaging. How to optimize : Although this isn’t exactly considered “optimizing,” there are times when it’s best to use private messaging. For example, the Timeline format creates a scattered, disorganized feel for some users. When a customer or guest posts an inquiry on your Wall, it can become overwhelming and appear scattered as the responses multiply or when multiple people begin posting. This would be a perfect opportunity to move the conversation into a private message so that you can address all the customers’ questions without clouding up your valuable Timeline space. One thing to note : Brands can receive and send private messages with users, but the user has to initiate the private conversation by sending the first message.
- Your assignment.
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