Facebook Targeting – Improved User Engagement

Have you noticed the little target icon below your Facebook post box? It’s next to the icon where posts can be scheduled. It’s called Enhanced Page Post Targeting, and it’s available to Facebook business pages.

Facebook Targeting

By targeting your Facebook posts, there actually may be engagement improvement.

The option allows for a wider range of options, targeting a post by gender, relationship or educational status, age, location and language instead of simply language or a location. Certainly in choosing to target the search parameters are narrowed, however if used wisely, it may have a big impact on user engagement and post interaction.

The best way to know if enhanced targeting will work for you though, is to test it – Good luck! Need help navigating the waters of running your social media platforms or Facebook ads? We can help, give us a call at 734-995-5000.

Image Sizes for Social Media Branding [Infographic]

A week ago when I logged in to a clients YouTube channel to upload some video, I noticed a prompt that made me grown. I was notified that the channel layout was about to change. Again.

youtube changes

“Upgrades” or changes often mean the creative needs to be edited when branding a social media site like YouTube.

What does this mean to me? It means that I will be busy for the next little while adding new creative to each client channel PWB manages. In this case it was alright though, since the client’s (Uniloy) YouTube channel needed new artwork anyway. What I discovered though is that as part of the process, you are “encouraged” to edit your Google+ page.For my personal reference, that is why I had one of our art directors create a new Social Media branding Infographic.

The changes to cover art sizing are frequent enough, and none of the channels – Facebook, Linked In, Twitter, Google+, YouTube – have the same size images. Heck, they don’t even have image sizes that can be easily scaled when branding your social media pages!

So please feel free to use this infographic for your reference when adding branding to any of the popular social media sites! The infographic will help you create the correct size images for your LinkedIn or Facebook cover photos, Google+ channel art or Twitter and YouTube header!

social media branding infographic

When editing social media sites, it is important to remember what size images are for creative branding! Use this infographic as a reference to understand what size images you will need for your LinkedIn or Facebook cover photo, Google+ channel art or YouTube and Twitter header image.

One word of caution. Although my art director created the exact size image for Google+, we needed to trick the system by adding a couple of pixels to the height and width. Otherwise the image would not load to the site!

Facebook Ads: Do They Work?

There are many ways to market your business website. You can do so through paid search, print ads or outdoor advertising, just to name a few. Broadcasting you business name, products, services or brand has never been easier. However, when I ask clients if they’d consider advertising on Facebook, I often get a blank stare or an immediate “no”.

The rejection in using Facebook ads has perplexed me – If well thought out, advertising on a popular platform like Facebook could bring a large return to the client. I just didn’t have many clients willing to play along.

A few weeks ago though, I received a free Facebook advertising opportunity after my Page reached a certain number of “Likes.” At first I too was stumped. The Facebook Page for my personal blog is certainly popular enough, but what would I really offer? For my Ann Arbor Mom Facebook Page, the answer was simple – I offered new fans the opportunity to find information on free and low cost family activities in the area. That meant that my Facebook ad campaign should be one to generate more “Likes.”

So with a $50 ad campaign, I ran a 10-day trial spending it on a $5/day budget. What did I get you ask? A lot! The 10-day campaign increased my pages likes by 62%. It actually improved fan engagement drastically too! As a blogger, that allows me to give more to my fans through relevant, well thought-out content.

facebook ads

Running a 10-day trail of Facebook ads increased on page Likes by 62%

Was it a fluke? Could I do it again? A few days later, I was happy to realize, that yes, I could try it again. The PWB Facebook Page was sent a similar offer.

Once again I set off with $50 in free Facebook Ads, but this time it was for a company that markets to B2B. The free ads for PWB only generated a 6% increase in “Likes” however it also improved user engagement and the overall virility of our posts. Our content didn’t change much, however the increased visibility the ads afforded us allowed us to get further with our Facebook Page.

facebook ads

For PWB, running a brief Facebook Ad Campaign, improved user engagement and the overall virility of Facebook posts.

With two “wins” under my belt I was very excited to try ads a third time which happily happened when another client Facebook Page that I manage was offered free advertising dollars. The client is a Ypsilanti bariatric surgeon, and with obesity being in the media often enough, I wondered how the campaign would run. Would it gain a lot of new “Likes”? Would engagement improve like the other campaigns?

Engagement did improve, and the Facebook Ad campaigns did generate a 10% increase in the number of “Likes”. What was enlightening to the client however, was viewing the demographic data provided by Facebook analytics. The client was also able to clearly see that many Facebook fans come back to the page with a much frequency, which indicated a good amount of brand loyalty!

Facebook ads

Running ads on Facebook can certainly provide new “Likes” and greater user engagement, but often the analytics prove to clients that they reach a cetrtain demographic or that that they have strong brand loyalty.

One of our current clients is going through a website redesign and has indicated that they will use targeted Facebook ads, so I’m in a holding pattern. Through the three brief trials I ran, Facebook ads have certainly proven helpful on many levels.

Want to know more about advertising on Facebook or through other online marketing? We can help. Let us help you define a roadmap to help you reach YOUR business marketing goals!

Great Example of Photos in Social Media [Infographic]

Sharing photos in social media often improves the chances that posts get views. It can also help improve user engagement. Hubspot recently reported that Facebook posts using photos received 53% more Likes.  In fact imagery is one of the major reasons for the Facebook News Feed redesign. Simply slapping images into posts onto Social Media sites, like Facebook or Twitter isn’t going to cut it. Want to see a great example of sharing photos in social media?

The Soup Facebook

Last week on Facebook, I noticed an image shared on The Soup Facebook Page.  It wasn’t simply loaded to the wall in the hopes that someone would see it, instead the photo featured a large yellow rectangle blocking the image. Viewers were then instructed to click-through to see the image, then come back to Facebook to comment  on the “Caption This” photo contest.

You may ask yourself, “Why is that important, or in the very least, why would that be noteworthy?” I would then argue that in posting an image with a good part of it blocked, the viewers are drawn in. They are drawn in by the yellow block but they also get the “what’s behind the curtain” feeling and want to peek. That my friends is user engagement. The Soup’s social media interns have just caused fans to take an action!

What makes this example even more special is that the contest wasn’t being run on entirely on The Soup Facebook Page. The post directed viewers to click-through to The Soup to see the image, then asked the viewers to come BACK to Facebook to post their comment. Pretty brilliant eh? Simplicity often is.

A week later The Soup posted the entire image to their Facebook Page which included the best caption. They also wrote a second blog post about the image and Caption This contest that included a second award for the comment with the “Most Likes.” Want to see if YOUR comment won the most likes? You created more user engagement by having fans click-through to the blog yet again.

Want to know something even more amazing? Between their website analytics and the basic analytics Facebook provides, The Soup should be able to guage the effectiveness of the contest, two Facebook posts and two blog posts! It must be working for them. There are more “Caption This” contests happening that include the yellow rectangle.

Now lets’ stop for a moment to consider the many social media sites. How can your business grab attention on each of them by posting photos? Are there things your company can do to improve user engagement acorss channels?  With millions of potential viewers and rapidly growing social media platforms this better be something your company is thinking about.

social media, photographs in socail media

Using photos on the many social media platforms often increases visibility. Are you using images to reach more readers? Does using photos improve user engagement?

Infographic Sources: Facebook, Hubspot, CNN

 

 

 

 

 

Social Media Censorship: Think Before Deleting Comments

social media censorship

Negative opinions and comments that you don’t like don’t merit immediate censorship – Think before hitting delete!

I was chatting with a friend the other day about a comment she didn’t like on a Facebook post. She told me “Well I didn’t like it, so I removed it.” I asked if the comment was especially negative, off-topic or otherwise offensive and she stated that no, she just didn’t like it.  This really struck a cord for me, and not in the most positive way.

For social media to be “social” there has to be dialog – Two way dialog. My policies often include never removing negative comments or “opinions” unless they are purposefully nasty to the blog author, advertise irrelevant products or are somehow derogatory in nature. Certainly this leaves room for interpretation, however I feel strongly that everyone has a voice and that voice should be heard so long as it is respectful of whatever policies are in place.

Simply removing a negative opinion often “fires up” the individual who made the comment. It’s like adding fuel to the fire and can cause you to get burnt in the long run. So my advice is to simply leave the comment where it is and respond directly to the post.

Here are a few brief things you can do to address a negative comment on your social media outlets.

  • Take control before things spin out-of-control and address comments head-on.
  • Be respectful to those posting the comments; Always take the high-road and be sincere in your response.
  • Address comments as quickly as possible – A good rule of thumb is to respond to Facebook or blog posts within 24-hours or to Twitter within a few hours.
  • Personalize how you respond using the individuals name if at all possible. Don’t use terms like “valued customer”. If the writer used an alias to hide their identity, use that name in your response.
  • Follow-up to the comment in other ways. Can you call the individual? Email them? Respond with a personal message on Facebook?
  • And most importantly don’t hide your head in the sand and hope it will go away. It won’t!

When considering social media censorship, remember to be proactive by creating a social media policy ahead of time to guide you and your team should a situation arise. At that point you can ensure discussions remain within the parameters you have set and can enforce the policy regarding offensive posts and comments.

Facebook Ads In Your Inbox

Fear not, it’s really not the end of the world, however it may be the end of an era. Or is it the beginning of another? Facebook is trying REALLY hard to make some money, and has implemented changes that allows YOUR Messages inbox to be monetized – Yes that’s right, they are beginning to sell your inbox to the highest bidder. Enter the “Inbox delivery test.”

On an announcement in Facebook, the marker has said the following:

“Facebook ads are designed to get the most relevant messages into your Inbox and put less relevant messages into your Other folder. We rely on signals about the message to achieve this goal.

Some of these signals are social – we use social signals such as friend connections to determine whether a message is likely to be one you want to see in your Inbox.

Some of these signals are algorithmic – we use algorithms to identify spam and use broader signals from the social graph, such as friend of friend connections or people you may know, to help determine relevance.

Today we’re starting a small experiment to test the usefulness of economic signals to determine relevance. This test will give a small number of people the option to pay to have a message routed to the Inbox rather than the Other folder of a recipient that they are not connected with.

Several commentators and researchers have noted that imposing a financial cost on the sender may be the most effective way to discourage unwanted messages and facilitate delivery of messages that are relevant and useful.

This test is designed to address situations where neither social nor algorithmic signals are sufficient. For example, if you want to send a message to someone you heard speak at an event but are not friends with, or if you want to message someone about a job opportunity, you can use this feature to reach their Inbox. For the receiver, this test allows them to hear from people who have an important message to send them.

This message routing feature is only for personal messages between individuals in the U.S. In this test, the number of messages a person can have routed from their Other folder to their Inbox will be limited to a maximum of one per week.

We’ll continue to iterate and evolve Facebook Messages over the coming months.”

If you are a marketer. This may be really GREAT news! If you are an individual that thought Facebook was safe from messages like this – well things are a changing. Marketers will now be able to PAY to assure that everyone and anyone will see their messages.