How Facebook Says We should Use Facebook To Market!!

There’s no shortage of blog posts and pages out there offering advice on how to use Facebook as a marketing tool. But what was news to me (just being honest) was that Facebook has a whole range of resources to give marketers advice on how to successfully use it as a marketing tool.

Facebook marketing advice, facebook guidelines, how to use facebook to market

  1. Facebook Studio:
  2. Facebook Success Stories:

In reality both of these resources are pretty similar. Facebook studio is meant to be from an agency perspective show casing successful use of Facebook to reach mass audiences and increase sales by millions of percents! There is quiet a handy feature on it though allowing you to search for campaigns based on location, category of product, and the type of Facebook feature used.

Facebook success stories is meant to provide page administrators “in-depth looks at successful campaigns, from inception to execution”. And sure, they certainly do give some great examples where big multi national companies have used Facebook well. But for the average Joe soap advertiser hoping to increase exposure and engagement and eventually sales, there isnt really a whole lot there.The success stories come from American express, At&T, Spotify, Huggies, Pepsi, Diagio, ticket master, 1800 flowers to name a few. For me as a marketer working with a very limited budget thats like saying to a small restaurant  “Why don’t you take a leaf out of Mcdonald’s book they seem to be doing quiet well” !!

Facebook marketing, Facebook big brand, facebook buduget

3. Brand Resources and Permissions Center: This section of Facebook’s guidelines helps campaign managers ensure that they are using the social network’s logos and other images properly. Nothing too exciting here

4. Facebook Demo Tool: Now this is quiet a nice little toy. It allows users to create ads and see how they will appear to others before actually going and paying money for the ads.  It works for sponsored stories and premium ads. The one thing I did find annoying though is the fact that it doesn’t self populate the demo page with your own page info even if you are logged in. Which means that you need to ad a cover photo, a profile photo etc if you want to see how your own page will look.

5.  Facebook Marketing Page: This is an actual Facebook page which you can “like” where they post tips and useful information on an ongoing basis. They just posted a link to pre- designed tent cards, posters and stickers which can be customized with your own URL to let people know about your Facebook page. Useful to hand out at events or have them in shop windows.

Facebook released some new marketing guidelines on Friday. Here’s a quick run down of what they said

  • The overall message is be short and sweet. Body copy should be no more than 90 characters, in an effort to grab users’ attention. Videos should be no longer than 15 to 30 seconds.
  • For videos, Include an eye-catching and action-oriented thumbnail to achieve high video play rates. Be engaging, but make sure the image you select relates to the video content and your brand.
  • For Photos Be engaging, since an eye-catching photo is essential to draw people’s attention. But make sure that the photo relates to the brand. Use a photo that is at least 168×128 and maintains a 16:9 aspect ratio. 
  • For questions only check the “Allow anyone to add options” box if you want to allow user generated responses and you’re positive it will result in a better post.
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How Facebook Decides What Will Appear in Your News feed

What you see in your Facebook news feed is dependent on a number of factors which Facebook calls Edgerank. Similar to how Google uses pagerank when ranking pages in their search results. Realistically what this means for most posters on Facebook is that the friends that you interact the most with are the most likely to see your posts and that’s the way you would want it. However for businesses on Facebook understanding how each of your posts are ranked and how likely they are to come up in their followers wall is far more important.

This is particularly important for followers who have selected “top news” as opposed to “most recent news”. Top news displays the news that Facebook feels are most relevant to you based on usage data and interactions. Most recent will display updates from all your friends as they happen. It is worth noting that Top news is the default setting on facebook.

How is Facebook EdgeRank calculated?

The mathematical formula released by Facebook is

Facebook Edgerank = Affinity score * Weight * Time Decay

The Affinity score is a calculation for the affinity between the user and the creator of the item. Some of the measures that can help calculate the affinity are:

  • The messages being exchanged between a user and the creator of the item.
  • Number of times the  users profile was checked

The Weight is the type of the interaction between the Facebook users.  The following are some of the interactions which can considered when calculating weight (listed in the order of importance) :

  • A tag on a picture
  • Comments
  • Likes

The last and most obvious one is the Time. The older the post or update, the lower the time decay number.

So looking at each factor, all comes back to the most important factor in Social media marketing: User Engagement. The higher your engagement with your friends or fans, the higher will be your edgerank with a user. And the higher your edgerank score with a user, the higher is the chance of your update to get listed in the users ‘Top news’.