Many (most?) marketers have a love-hate relationship with Facebook.
On one hand, not only is it an easy-to-use, low-cost platform with more than a billion members, but 77% of B2C companies and 43% of B2B vendors have acquired customers from Facebook, and the world’s largest social network drives 20% of all internet page views.
On the other, marketers don’t “own” their presence on Facebook, consumers continue to have privacy concerns about the site, and Facebook is constantly making changes to its interface and other functionality, including recent modifications that have drastically reduced organic reach for brands.
But the bottom line is, as Amanda DiSilvestro notes in one of the posts highlighted below, “there are two online platforms (marketers) just can’t avoid: Google and Facebook.”
So with that in mind, how can brands optimize the limited organic visibility they still have? What are the best page apps for Facebook today? What can SMB marketers learn from the biggest brands on Facebook? What are the best practices for advertising on Facebook?
Find the answers to these questions any many more here in almost two dozen of the best guides to marketing on Facebook of the past year.
Best Facebook Marketing Guides
Writing that she’s “heard that it’s easier to get into Harvard than into someone’s Facebook news feed,” Stefanie Grieser shares a handful of tips to help get your content noticed by fans, such as creating a photo collage instead of just posting a single image, and asking questions only at the end of posts.
Is there value in #Organic #SMM after Facebook closes the “Like Economy”? by Social Media Marketing 4 Business
Pondering the impact of the death of EdgeRank, Gary (@ProfessorGary) Schirr ?notes that “a post by a brand’s Facebook page could expect to reach 16% of its fans” up until the fall of 2013; but “after the algorithm change that figure seems to be 2.5%!” Will content proliferation and advertising keep small companies from being successful with social media marketing?
Infographic: Ten Facebook Page best practices by leaderswest Digital Marketing Journal
Jim Dougherty highlights an infographic detailing ten ways to boost a brand’s Facebook page agreement; for example by asking questions (ask fans to share consumer preferences or help name your new product), use images, use fan content (“People love to see their content & their friends’ content shared by brands”), keep posts simple, and have fun!
Writing that “One of the easiest ways to use your Facebook page to its fullest potential for social media marketing is to employ third-party Facebook applications,” Pam Dyer provides brief reviews of more than three dozen such apps here, from Facebook app suites like AgoraPlus to apps for creating tabs, ecommerce, posting/scheduling, contests and promotions, blog apps and more.
Easy-to-steal ideas from Facebook’s 10 biggest brands by iMedia Connection
Drew Hubbard shares ideas from mega-brands that “can be stolen…by even the smallest brands,” such as showcasing sponsorship of a local cause or organization; using caption contests (Red Bull does this well); documenting an event in photos; sharing an image of a cute animal next to your product (you don’t really need a reason); or giving people a look “behind the scenes” at your brand or company.
Facebook: News Feed Visibility Changes and RIP EdgeRank via V3 Integrated Marketing
Katy Ryan Schamberger explains that while the term “EdgeRank” is no longer officially used by Facebook, “the algorithm’s three determining factors—affinity, weight and time decay—still play a role in News Feed visibility, although today’s ranking algorithm is much more complex. After detailing other new features, she notes that the key to increasing Facebook visibility is to create content users find engaging.
7 Powerful Facebook statistics you should know for a more engaging Facebook page by The Buffer Blog
***** 5 STARS
Belle Beth Cooper reveals some real-world findings about Facebook use that can help marketers optimize use of the social network, such as that photo posts get 39% more interaction; using emoticons increases comments by 33%; and question posts generate double the number of comments as the average post.
Facebook Finally Gets Hashtags: 10 Smart Ways to Help B2B Marketers by Inbound Visibility
Explaining that “hashtags can help your business get noticed by putting your posts in the stream of what’s being said and bringing you together with other people that are talking about the same thing as you are,” Sunita Biddu shares tips for optimizing your posts with hashtags, among them: know your audience, be consistent in your communications, engage your fans, and be active during events: “Creating a custom hashtag for your event (e.g. fundraising, seminar, handmade trade, etc.) and sharing it with attendees is a great way of increasing your brand’s buzz online.”
Does Facebook Work for B2B Lead Generation? Hell Yes! by Marketo Blog
Writing to those “who say that Facebook is not an effective lead generation tool for B2B, I will tell them that they need a new strategy,” Jason Miller reveals how Marketo generates leads on Facebook and summarizes the experience with four helpful recommendations, among them: “Wittiness is terribly underrated. B2B marketers like to have fun too. They are not on Facebook to be sold to. Entertain them a bit, and then tie it back to something useful.”
Best Facebook Advertising Guides
Infographic: Facebook ad term glossary by Inside Facebook
Justin Lafferty presents an infographic that explains words and phases as used in the world of Facebook advertising, such as Broad Categories (“allows advertisers to target users who have information in their Timelines and actions taken related to a specific category of interests”), Conversion Specs, Custom Audience, and Offsite Pixel (“tracking code placed on an external success page which alerts Facebook” of a conversion).
Amanda DiSilvestro provides an outstanding guide for those new to Facebook advertising, covering everything from the four different types of Facebook ads (and under what circumstances each option works best) and progressing through how to set up a Facebook ad, how to manage ads, and how to optimize campaigns once they are up and running.
Infographic: Facebook ad cheat sheet by leaderswest Digital Marketing Journal
***** 5 STARS
Jim Dougherty (again) showcases a phenomenally useful cheat sheet detailing all of the different Facebook ad sizes, types, positions, and options available. Beyond ad dimensions, this infographic also includes helpful tips, recommendations, and potential pitfalls to avoid.
20 Quick Facebook Ads QA Steps by FB PPC
Andrew Foxwell lists 20 questions to ask if your Facebook ads aren’t performing well, or if performance takes a sudden dip. Among them: Does (the) mobile landing (or desktop) page stink? Are the targeting audiences too small? Does the client have an active Facebook page? And have you gone through the signup flow and seen if the parameters stick properly?
Writing that “the Facebook Conversion Tracking feature is a way for marketers to measure the return on investment (ROI) of their Facebook ads,” Amanda DiSilvestro (again) provides a concise, three-step process for setting up and using this capability.
A Guide to Facebook Advertising by Capture the Conversation
Confused by “the ever-changing landscape of Facebook ad types”? You’re not alone. But Leah Lesko here helpfully sorts it all out, explaining the use of, details behind, and tips for sponsored stories, promoted posts, dark posts, Marketplace ads, and mobile app install ads.
Best Guides to Facebook Cover Photos
This post provides detailed and richly illustrated examples of five ways to drive conversions using Facebook cover photos, such as promoting a Facebook Page Tab, getting more “Likes,” or promoting gated content such as a white paper–though the post does point out that “it is not easy to fit content like ebooks and infographics inside of a Tab.”
Facebook Reduces Cover Image Restrictions by v3 Integrated Marketing
Shelly Kramer says that “the latest (Facebook changes) might just make your day. The site has quietly removed the majority of its cover image restrictions, making it easier for brands and businesses to use this valuable visual real estate to promote things like sales, events and the Facebook page itself.” She then details what elements brands are now permitted to use in cover images, including “Calls to action such as ‘Buy now,’ ‘Tell your friends,’ ‘Contact us,’ etc..”
How to Effectively Use CTAs on Your Brands Facebook Page Cover Photo by Ignite Social Media
Building on Shelly’s post above, Ross Wilson delves into the use of calls to action on Facebook page cover photos, offering six tips for writing a compelling CTA (such as “Front load them with subjects and verbs. With only 20 percent content allowed in your cover photo, your CTA will be approximately the length of a tweet”) and following up with a handful of illuminating real-world examples.
Best Guides to Facebook Graph Search
Jim Dougherty (one more time) showcases a nine-step “cheat sheet” for optimizing a page for graph search, from the basics like choosing the right category and making sure your business address is listed correctly through posting and tagging photos and videos (“posting photos and videos and tagging your business page in them can improve Graph Search rankings”).
Introducing Graph Search: Help People Discover your Business by Facebook Studio
This brief post explains what Facebook Graph Search is, how it works, why it was developed, and how it will be rolled out. “With Graph Search, people can search the social graph by looking for things like ‘sushi restaurants that my friends have been to in Los Angeles,’ ‘hotels near the Eiffel Tower,’ or ‘TV shows my friends like.'”
Noting that “The way Graph Search works is simple … it filters our search results by what our friends and neighbors have previously liked and shared with us,” John Cockburn explains that while graph search by no means heralds the end of marketing on Facebook, it does make relevance even more vital and means “companies will now have to find the right mix of creativity and incentives as they battle for check-ins and likes to maintain relevancy in consumer search listings.”