In the beginning of February, Facebook Timeline was rolled out to all users.
Obviously, this also brought along changes for brand pages, such as having to adjust to the new Timeline design by creating new profile pictures, cover photos, tab images etc.
Restrictions related to these changes were made clear by Facebook, e.g. no price or offer information in the cover photo, no company information, no calls to action etc. In a previous post on our blog, we have listed some of the important guidelines for brands to follow in this regard.
Since then, Facebook has maintained their flow of introducing new features. In this post, I will therefore make a sum-up of them to give you an actual overview of the features relevant for brands to know.
By the end of February 2012, Facebook announced the launch of a new feature called Offers. Offers are basically coupons for people to redeem. The platform already began testing this feature last year. Facebook has previously launched Deals, which is a check-in product in relation to Places. Offers are however not location-based, but focus solely on the relation that the customer has with a given business on Facebook. If you are managing a business page, the Offers feature is a good way to combine online with offline activities and to directly engage customers in your products and services. Read more about it here.
“Facebook Terms and Policy Hub”:
In the beginning of May, Facebook launched a new site that tries to help all of their users navigate in the jungle that is Facebook’s terms and policies. With the “Terms and Policies Hub”, Facebook tries to meet the needs of both users, who are paramount the company, and the advertisers, who are the ones bringing in the money. “Facebook Terms and Policies” is thus a helpful tool for both users and advertisers to navigate in the expanding policies.
Assign Admin Roles:
Facebook has also launched a feature that makes it possible to assign different roles to the admins of a Facebook page. There are five different roles to choose from as seen below: Manager, Content Creator, Moderator, Advertiser and Insights Analyst. The different roles give admins different levels of access to functionalities, which you can read more about here.
This feature will be welcomed by international Facebook pages, who are running several localized presences on one global page. So far, we have only seen this in testing on the Facebook Marketing page, but we anticipate that it will be launched some time in the near future. The ‘switch region’ feature means that brands will be able to gather all their local brand pages on one centralized global page at the same time as they can customize content with regional filters. Instead of having a page for each country, there are thus several local pages within one centralized brand page, which users themselves can choose to switch between. The page will have a unified number of Likes for the entire page, but the ‘talking about this’ number will vary according to region. Read more about it here.
A new functionality that will definitely be welcomed by page admins is the ability to schedule updates. Many admins are using content management tools for their mere need of scheduling. When writing an update, you are now able to choose date and time below the update field. Your scheduled posts will then appear in your ‘activity log’ in your admin panel. Read more about this new feature here.
Reach Data on Timeline Posts:
When managing a page, it is always good to gain insights on how your updates are performing in order to improve your efforts. For page admins, Facebook has launched a simple way for page admins to view some simple post metrics on the Timeline. Below each post, you are able to view the number of people the post has reached divided into ’organic’ and ’viral’ reach. Read more about it here.
As you look through your post reach data, you will see that content posted on your page will only reach a certain percentage of the people who like your page. Facebook has now enabled a feature that allows you to pay to promote certain posts. The promoted posts will then reach more of your fans depending on how much you spend. They will be shown as a sponsored story in the fans News Feeds. When people engage with a Promoted Post, it will be shown in their friend’s News Feed too. Read more about it here.
Mobile Reach Data:
As we have advised on our Facebook page, the SoLoMo (Social, Local, Mobile) revolution of how we interact on social media platforms refers to the need of an intensified focus on the use of mobile devices in daily life of social media. Recently, Facebook upgraded their mobile app to better incorporate the new Timeline design with an increased focus on visual content. Some days ago, Facebook reinforced their analytics module, Insights, to encompass reach data on users interacting via a mobile device. Read more about it here.