Facebook just launched Timeline for brand pages. Marketers and brands are looking forward on how the Timeline will enhance user engagement and CRM. Big brands like Starbucks and Coke have launch their revamped brand pages and more brands will follow suit as Facebook reminds that the Timeline change will be mandatory. If you’re a page admin, you can check how your page will appear in Timeline format by previewing it. It’ll help you plan and assess what you need to add on the page aside from a cover photo. The cover photo is one of the visual enticements that the Timeline has. It’s proof that Facebook wants to enable brands to connect with customers using a more visual approach. But is this change favorable for brands? Will user engagement still be the same without the feed? I’ve rounded up a few ideas why the Timeline can make or break a brand’s Facebook page. Read on.
1.) Leveraging UGC
Content is asset. It’s the very lifeforce that fuels the Internet. In the Social Web, content isn’t limited to text or a couple of sentences. We live in a world of instant where users will share content using mobile devices. Photos, videos, location-sharing pins, and site links are the most shared content on Facebook. For brands, it’s an opportunity to utilize Timeline as a powerful syndication tool to spread content. But wait, brands should ascertain what content drives the most engagement. Dunkin’ Donuts is doing it well with their…donuts, and they’re also putting a premium on user-generated content. Their page is very customer-centric which is why it has 5 million fans. With the Timeline format enhancing pages visually, it’s time for brands to drive their fans in sharing content. After all, a brand’s page is really the customer’s page.
2.) No Tabs. No Problem.
The landing page has been a great help to brands and page admins. Facebook’s Timeline is changind the landscape of brand pages. The tabs were options to control an impression a user will encounter. Now that the Timeline format has arrrived, there’s no default page anymore. This means reduced fan-gating and instant likes. It’s either a good thing or a bad thing. The Timeline is designed for users to get “lost” within their page and explore so they can learn more about the brand. The bad? No CTAs like “Like Us to View More” which can add instant fans to the page. It’s up to brands how they’ll customize their facade to make it more interactive for users to share the page.
3.) Connecting More Through History
Sure, the News Feed will be missed. But this is an opportunity for brands and marketers to focus on new functions of the Timeline that will increase user engagement not only with user-generated content but with brand-generated content as well. The Timeline format for brands is no different from an ordinary user’s personal Timeline. It tells us that Facebook is enabling brands to open up itself including every brand’s rich history. Every accolade and milestone that a brand achieves is documented in their timeline and this acts as a wikipedia of sorts. The Timeline format is a pseudo time machine where people can learn about a brand's throughout the years. People are educated about the brand through being open which prevents the idea of alienating users and dismissing them as mere customers.
4.) Humanizing Brands
Facebook is a great community management tool if you know how to use it. Seasoned community managers and page admins are always monitoring and replying to customer queries and rants on their pages. Usually, a thread turns ugly and forms flash mobs even if the complaint of one person doesn’t really concern them. Not all brands are able to put up a social monitoring command center like Dell’s or Gatorade’s, a Facebook page is a practical and easy tool for better CRM. With the launch of Timeline for brands, customers will now be able to exchanged private messages with a company. It makes the conversation more personal and every customer appreciates that.
5.) Real-Time Social Analytics is Imminent
Google launch Real-Time Analytics last year. Facebook didn’t have an answer until Timeline for brands was released. Facebook now plans to gear community managers and page admins with real-time tools for better social monitoring. Page managers will be able to view and analyze real-time date for metrics such as Engaged Users, People Talking About, and Page post metrics. Brands and marketers can also instantly omit what isn’t workin and replace content or ads with better copies and CTAs. Real-time tools will be a game-changer, but with the recent EdgeRank issues it remains to be seen if Facebook’s real-time analytics is actually feasible or just hype.
Monday, 5 March 2012
Friday, 2 March 2012
Facebook Introduces Real-Time Analytics for Pages
Facebook plans to roll out analytics that will for the first time give Page administrators visibility about real-time activity on the site.
The addition to Pages Insights is expected to roll out over the next few weeks, a rep from the company says. The analytics will be available to all Page administrators globally. Such administrators will have instant access to real time results for People Talking About This, and Page post metrics including Reach (Organic, Paid, Viral) and Engaged Users.
The upshot for marketers, media outlets, public figures and organizations is that they can now see what’s going on on their Pages and tweak their content and advertising. They can also see if a post is performing poorly and then replace it if that’s the case.
The real-time Insights comes after Facebook overhauled Pages Insights in October with new metrics including People Talking About This, Friends of Fans and Weekly Total Reach. In addition, Facebook began offering a deeper dive into data around specific updates. Pages Insights now shows your last 500 posts (going back to last July) and tallies the total number of engaged users, People Talking About it and virality. The latter measures the percentage of users who commented on the post, though sentiment isn’t taken into account.
Facebook, which is prepping for its $5 billion IPO, has expanded its analytics in an attempt to curry favor with marketers with a range of new ad products and the addition of the long-awaited Timeline for Brand Pages this week. Researcher eMarketer last week issued a report stating that Google will outpace Facebook in display advertising revenues next year. Debra Aho Williamson, an analyst with eMarketer, told Bloomberg that Facebook still has to win over much of Corporate America. “It really comes down to brand advertisers,” she said. “They just need to do a better job of convincing the big advertisers that ads are effective and that they perform.”
Google also beat Facebook to the punch on real-time analytics, with the introduction of Google Analytics Real-Time in September.
The addition to Pages Insights is expected to roll out over the next few weeks, a rep from the company says. The analytics will be available to all Page administrators globally. Such administrators will have instant access to real time results for People Talking About This, and Page post metrics including Reach (Organic, Paid, Viral) and Engaged Users.
The upshot for marketers, media outlets, public figures and organizations is that they can now see what’s going on on their Pages and tweak their content and advertising. They can also see if a post is performing poorly and then replace it if that’s the case.
The real-time Insights comes after Facebook overhauled Pages Insights in October with new metrics including People Talking About This, Friends of Fans and Weekly Total Reach. In addition, Facebook began offering a deeper dive into data around specific updates. Pages Insights now shows your last 500 posts (going back to last July) and tallies the total number of engaged users, People Talking About it and virality. The latter measures the percentage of users who commented on the post, though sentiment isn’t taken into account.
Facebook, which is prepping for its $5 billion IPO, has expanded its analytics in an attempt to curry favor with marketers with a range of new ad products and the addition of the long-awaited Timeline for Brand Pages this week. Researcher eMarketer last week issued a report stating that Google will outpace Facebook in display advertising revenues next year. Debra Aho Williamson, an analyst with eMarketer, told Bloomberg that Facebook still has to win over much of Corporate America. “It really comes down to brand advertisers,” she said. “They just need to do a better job of convincing the big advertisers that ads are effective and that they perform.”
Google also beat Facebook to the punch on real-time analytics, with the introduction of Google Analytics Real-Time in September.
Wednesday, 29 February 2012
10 Social Media Tips For Bloggers
When it comes to building an audience and driving traffic, bloggers are turning to social media with record results. Instead of relying on organic search or (gasp) IRL friends, successful bloggers know they have to develop a following on key social networks as a way to promote their brands and ultimately get more clicks.
Twitter, Facebook, StumbleUpon and now Pinterest provide the savvy blogger with plenty of opportunities to attract new readers and engage with regulars, but it can be overwhelming if you’re new to social media or if you only use it for fun.
Here are 10 tips to help bloggers navigate the increasingly complex world of social media — while still making time to write content.
1. Display your social media icons prominently toward the top of your website.
Make it as simple as possible for your blog readers to connect with you on various social media platforms. They shouldn’t have to hunt around to find your Twitter handle, but should be able to click on a button and be taken right to your profile. Bonus points if your social media icons reflect the overall design or feel of your blog.
2. Every blog should have its own Facebook Page.
Even with Facebook’s new subscription feature, there’s still merit to giving your blog its own space on Facebook. It’s nice to be able to post a link every time you publish something new, and not have to worry about annoying your friends. Plus, readers who don’t your name but know the name of your blog can search for it on Facebook. Show your fans some love on your blog by using the Facebook social plugin, which makes it easy to convert readers to fans.
3. Generate traffic with StumbleUpon.
This “recommendation engine” serves as an alternate browser where users click through pages that their SU friends and SU itself have recommended. You can submit your own blog posts into the system, but it works best if you also share them with your SU friends and accept their shares back. Like most social platforms, you need to have a strong following to get good results. While people are still trying to figure out what makes SU content go viral, many bloggers have seen terrific, albeit fleeting, traffic spikes through the service.
4. Import your RSS feed onto your LinkedIn profile using its Blog Link application.
As long as your blog somewhat pertains to your professional goals, you should be showcasing it on LinkedIn. List it as one of your three websites in your profile, where it will be labeled “Blog.” However, by using the Blog Link application, your most recent posts will display right on your profile.
5. Pinterest is the hot new frontier for bloggers.
Pinterest is the cool new kid, and all of the bloggers are scrambling to establish a presence there. Pin your best photos onto themed boards with links to a relevant blog post. Blogs with strong visual content, like fashion, food, design, crafts and travel, are a natural fit. Infographics will also do quite well. Don’t forget to add a Pinterest plugin (like the Pinterest “Pin It” Button for WordPress users) to make it easy for your readers to share your content on their Pinterest boards.
6. Use link shorteners even when you don’t have to.
Twitter will now shorten your link for you, and the length of your link doesn’t matter on Facebook and Google+. But by using a link shortener like bit.ly, you will gain access to metrics, so you’ll know how many people clicked and at what time. With this essential data, you can experiment with different ways to tease your content and different times to post it.
7. Use your blog name as your username whenever possible.
Promote your personal brand by consistently using your blog’s name for your Twitter handle, StumbleUpon name, Pinterest name and so on. Then, people don’t have to wonder about your blog’s name — it’s right there. Also, people will remember you easily across platforms, which is key as you develop up your online community.
8. Join blogger groups on Facebook.
There are some very active groups on Facebook that are terrific resources for any blogging issues you encounter. Look for groups like “Travel Bloggers” or “Global Bloggers Network.” WordPress geeks have “Advanced WordPress” and Central Florida residents have “Central Florida Bloggers.” Not only are blogger groups good for problem-solving, but it’s well-known that bloggers like to read other blogs. Do some searching and find a bloggers group that’s suited to you, or start your own!
9. Be generous with other bloggers.
Promote other bloggers’ content, and hopefully they’ll return the favor. You can’t simply blast your own content anyway — you need some variety in every social media stream. So why not check out what your fellow bloggers are posting and give them a retweet, a share or a repin whenever you can. And don’t forget to reciprocate and share content from bloggers who share yours.
10. Be on social media — even when it’s not driving traffic.
It can be frustrating when you feel that you’re doing everything right (posting good content on the appropriate platforms in the best way possible) and you’re still not getting many clicks. But console yourself by thinking about all of the links that you see throughout the day that you don’t click on. Just spending time on social media platforms is great way to forge relationships, keep up on industry news and find inspiration for that next blog post.
Twitter, Facebook, StumbleUpon and now Pinterest provide the savvy blogger with plenty of opportunities to attract new readers and engage with regulars, but it can be overwhelming if you’re new to social media or if you only use it for fun.
Here are 10 tips to help bloggers navigate the increasingly complex world of social media — while still making time to write content.
1. Display your social media icons prominently toward the top of your website.
Make it as simple as possible for your blog readers to connect with you on various social media platforms. They shouldn’t have to hunt around to find your Twitter handle, but should be able to click on a button and be taken right to your profile. Bonus points if your social media icons reflect the overall design or feel of your blog.
2. Every blog should have its own Facebook Page.
Even with Facebook’s new subscription feature, there’s still merit to giving your blog its own space on Facebook. It’s nice to be able to post a link every time you publish something new, and not have to worry about annoying your friends. Plus, readers who don’t your name but know the name of your blog can search for it on Facebook. Show your fans some love on your blog by using the Facebook social plugin, which makes it easy to convert readers to fans.
3. Generate traffic with StumbleUpon.
This “recommendation engine” serves as an alternate browser where users click through pages that their SU friends and SU itself have recommended. You can submit your own blog posts into the system, but it works best if you also share them with your SU friends and accept their shares back. Like most social platforms, you need to have a strong following to get good results. While people are still trying to figure out what makes SU content go viral, many bloggers have seen terrific, albeit fleeting, traffic spikes through the service.
4. Import your RSS feed onto your LinkedIn profile using its Blog Link application.
As long as your blog somewhat pertains to your professional goals, you should be showcasing it on LinkedIn. List it as one of your three websites in your profile, where it will be labeled “Blog.” However, by using the Blog Link application, your most recent posts will display right on your profile.
5. Pinterest is the hot new frontier for bloggers.
Pinterest is the cool new kid, and all of the bloggers are scrambling to establish a presence there. Pin your best photos onto themed boards with links to a relevant blog post. Blogs with strong visual content, like fashion, food, design, crafts and travel, are a natural fit. Infographics will also do quite well. Don’t forget to add a Pinterest plugin (like the Pinterest “Pin It” Button for WordPress users) to make it easy for your readers to share your content on their Pinterest boards.
6. Use link shorteners even when you don’t have to.
Twitter will now shorten your link for you, and the length of your link doesn’t matter on Facebook and Google+. But by using a link shortener like bit.ly, you will gain access to metrics, so you’ll know how many people clicked and at what time. With this essential data, you can experiment with different ways to tease your content and different times to post it.
7. Use your blog name as your username whenever possible.
Promote your personal brand by consistently using your blog’s name for your Twitter handle, StumbleUpon name, Pinterest name and so on. Then, people don’t have to wonder about your blog’s name — it’s right there. Also, people will remember you easily across platforms, which is key as you develop up your online community.
8. Join blogger groups on Facebook.
There are some very active groups on Facebook that are terrific resources for any blogging issues you encounter. Look for groups like “Travel Bloggers” or “Global Bloggers Network.” WordPress geeks have “Advanced WordPress” and Central Florida residents have “Central Florida Bloggers.” Not only are blogger groups good for problem-solving, but it’s well-known that bloggers like to read other blogs. Do some searching and find a bloggers group that’s suited to you, or start your own!
9. Be generous with other bloggers.
Promote other bloggers’ content, and hopefully they’ll return the favor. You can’t simply blast your own content anyway — you need some variety in every social media stream. So why not check out what your fellow bloggers are posting and give them a retweet, a share or a repin whenever you can. And don’t forget to reciprocate and share content from bloggers who share yours.
10. Be on social media — even when it’s not driving traffic.
It can be frustrating when you feel that you’re doing everything right (posting good content on the appropriate platforms in the best way possible) and you’re still not getting many clicks. But console yourself by thinking about all of the links that you see throughout the day that you don’t click on. Just spending time on social media platforms is great way to forge relationships, keep up on industry news and find inspiration for that next blog post.
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