How to Customize your Facebook Page

facebookstitchAlmost every modern company in the world has made the big decision; should we be on Facebook or not? Most of them said yes, and some of them without thinking of the consequences. This blog post provides you with some quick guidelines on what to remember when having a Facebook page.

Are you ever unsure about what to post on your Facebook page?


Drop-dead design
The design and images are increasingly more important on Facebook. Your design should therefore be prioritised, and your profile picture and cover photo should be original and catchy. Make sure to follow Facebook’s design restrictions – do you need to take an extra look at my previous post about the changes in the cover photo restrictions?


Crystal clear content
Relevant content is a key factor to make your brand interesting. Your content should revolve about topics in the same field. Do not think that toilet paper should be mentioned in relation to the Oscar-awards – these are on two different planets. It’s okay to twist news or activities, as long as the parallel is clear and relevant.


Don’t spam!
We are all eager to get out there, to be heard and seen. But putting up posts constantly, will make your viewers immune to all your interesting outcome, and even worse, you could become as annoying as a buzzing fly, and will only generate interactions from ‘fans’ that will unlike you.


Create a content calendar
It’s a good idea to make a content calendar. With this, you can pick out the most relevant themes for your brand, such as Heritage & Identity, Product and Creative Ideas. The value of news and bank holidays are not to be missed out on; remember to include outcomes from the election campaign, season for shrimps and Easter lunch parties – if it’s relevant for your market. Furthermore, competitions and apps are excellent to make variation in your content and to create engagement with your fans.


Treat your fans
You are in a relationship with your fans, and just like all other relationships, you’ll have to treat them well. On Facebook this would come out as asking your fans interesting questions. Remember to make short and precise questions that only require a short reply, because it’s the fewest fans that got the time and desire to make a very long answer. You should be open and polite by saying thank you if fans compliment your brand. And most importantly you have to listen. You cannot control the direction of the thread but you can learn from it. Use your new wisdom and make it generate new content: “We have been listening to you…”


Good luck with your page!




Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?


Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.


Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.


The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.


Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.


A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.


Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.


At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.


If you’d like to find out more please get in touch.


*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!