Category FACEBOOK PAGE ENGAGEMENT

HOW TO USE FACEBOOK GRAPH SEARCH TO FIND YOUR IDEAL AUDIENCE

Facebook’s Graph Search is an amazing tool and provides tons of information about your ideal audience, competitors fans, and your fans’ interests.

With a little imagination, your research options are endless! This post covers various ways on how you can research, optimize and engage your ideal audience using Graph Search.

Research

Discover more about your fans. With a few keywords, you can get information about your existing fans and friends in order to fully understand what your ideal audience likes.

You may want to start with your friends. Go ahead and try these search terms:

  • My friends who like [your page]
  • Favorite interests of people who like [your page]
  • Favorite interests of people who like [your page]
  • Groups of people who like [your page]
  • Pages liked by people who like [your page]
  • Fans of [your page] and [another similar page]
  • Places, like Restaurants in [your city] visited by people who like [your page]

Divide your fan base into demographics like men and women:

  • Pages liked by women who like [your page]
  • Pages liked by men who like [your page]

 

Use the Facebook Graph Search to visualize your current and target audiences. With more digging, you can uncover the real picture of your audience’ demographics: age, gender, education, and “likes”. Make sure you search as much as you can since this tool is designed for market research.

Optimize

Not only it is important to know more about your current fans, it is also noteworthy to know other business or pages’ interests as well. Make sure you optimize your page by updating it with all of the most important information about your business. The business name, category and other information on your About page is highly important, so that Graph Search can tailor its results using your data. Develop interesting post content. This way, your search results become more relevant to your ideal audience. This also makes your Business Page more appealing to your fans.

Always remember that everything in Facebook: links, photos and News Feed that a user has “liked” becomes searchable content on Facebook Graph Search. In short, getting people to like your page as well as its content are important. The more likes, the more search results you can dig up.

Engage

Once you have learned about your audience and optimized your page, you can now start with connecting to new people. Use the Graph Search to know more about the competition in your area and compare your page to theirs. Be on the lookout for Facebook users who are similarly interested to what your current fans “likes”. In this way, you can select more engaging content to post or develop your ads to reach more targeted audience.

3 WAYS YOU CAN ENCOURAGE “CHECK-INS” AT YOUR BUSINESS

Are you a local business?  Do you have a brick and mortar store?  Then you’ll definitely want to keep reading!!

Check-ins is a Facebook mobile feature which allows users to discover and share their favorite locations to friends. This feature is great if you have a physical location and you want your shop to be talk of the town. It’s also a great way to get your store noticed by people who might have not otherwise known you had a retail location.

You can best utilize Facebook checkins by doing this:

First: To allow people to check in at your Business Page, you will need to select Local Business as page category. Then add a business address on the Page settings. If the page has already been created, you can still change the page category.

1. From the top of your Page, click Edit Page and Select Update Page Info
2. Edit Category
3. Select Local Businesses from the first dropdown menu, then select a more specific category (ex: Restaurant/Cafe) from the second dropdown menu.
4. Click Save Changes

Second: Edit your business address to your Page:

1. At the top of your Page, click Edit Page and select Update Page Info

2. Edit Address
Facebook check in step 2.2

3. Enter your business address then check the box next to Show this map on your Page
Facebook check in step 2.3

4. Click Save Changes

Third: People can also check in at Pages with locations they are into. Even if you’ve never made a Page for your business; people may still be able to check in by creating a new location. If you happen to see duplicate Pages regarding your business, it is because people has added your location so they can check in. To fix this, you as an administrator can claim and merge the duplicates, by making your page as an Official Page. Click here to learn how…

Checking in is just one of the cool Facebook features you can use if you have a local business. There are also Facebook Reviews, Facebook Offers, and Facebook Promotions that you can use to get your store noticed.

HOW TO FIND MORE STORIES & NEWS TO SHARE ON FACEBOOK

Do you struggle with finding interesting content for your Facebook page?  This is the NUMBER ONE issue my clients are having with their Facebook content strategies.

It’s hard (not to mention time consuming) trying to find interesting content to write each day but it’s proving even more difficult to find the right content to share that is relevant to their fans.

The Facebook News Feed is placed on the center of the home page for a good reason: to highlight what your friends are doing –especially the links they share.

News links increase the relevance of the post and the more links are shared – the better as far as Facebook is concerned.

As a matter of fact, more people are now tuning in to Facebook for stories about things they care about; from live news coverage, to Miss Universe, to sports scores, to the latest meme images and inspirational quotes.

It was reported in October that Facebook’s average referral traffic to media sites has increased over 170%, which was 3x more than the previous year. Facebook has enhanced the newsfeed with more controls and the #hashtag to help you keep track of the topics that matter and are relevant to your page.

Facebook is using an algorithm (known to some as Edge Rank) to determine which stories matter, which includes the number of likes, comments, who posted it as well as the type of post (whether it is a photo, video, or a status update). It enables people to discuss and share what’s happening. With the algorithm, Facebook focuses more on what makes high-quality content, particularly when it comes to mobile.

But why does Facebook need to sort out stories and why do they determine which stories get “bumped” in your newsfeed? Why don’t they just serve up everything to our newsfeed? It is because of relevance. They want to give people a better user experience by just showing what people want to see. In the near future, the News Feed will be able to determine the difference between high-quality articles from any mediocre content hosted outside Facebook. This means that the News Feed will give more prominence for valuable news related links and articles over other types of content.

How to find stories to share for your Facebook Business Page?

  1. Log-in to your Facebook account and switch As Your Page
    Facebook Page
  2. Like and follow as many people/page relevant to your niche. Include reputable news and media sites.
  3. While posting as the page admin, click on Home. There you will see what companies, brands and the people you follow are talking about.
  4. Select the stories you want to share. You can share it at that time, or better yet, pre-schedule to post at a later date (this helps you get more posts ready for later!)

Facebook just launched – Similar To – which is a simple feature that appears under a post on your page.

To make the News Feed more suitable to people’s interests, Facebook is now suggesting articles or posts that are “similar.” Once you click on the post, about three more articles similar to what you have read will show up beneath the post feed. This will help you discover more content you may find interesting and shareable on your own Facebook Page timeline. You will never have to miss out on the topics you care about.

See it in action here:

The key to all of this is to know that Facebook’s research shows that people prefer links to quality articles or news vs. just an image or meme and they will start showing more of this type of content in people’s newsfeeds so take note and start created AND sharing this type of content.

You should see an increase in your reach of your fan page if you start following these rules.

I’d love to hear in the comments below this post if you guys have seen a drop in your reach with these recent changes.

THE ULTIMATE FACEBOOK MARKETING GUIDE FOR THE HOLIDAYS

This holiday season is a great opportunity for YOU – the business owner to share the holiday spirit with customers and fans.  You can boost your sales and engagement by getting your holiday-themed campaigns and page content ready.

Here are several ways to get your Facebook campaign ready for the holiday season:

Plan Ahead
Decide which types of activities will help you achieve your holiday marketing goals. Utilize your Facebook page insights to determine whether you are going to conduct contests, promos, content, freebies etc. With Facebook Insights you can discover more about your fan demographics: gender, age and location, as well as the similar pages your fans like. With better understanding of the numbers, this tool will help you fine-tune your holiday marketing efforts. It is also important to determine the end of your promotions. This way you will have plenty of time to stock up your products or hire additional staff.

Pre-schedule Posts and Use Call to Actions
Action words such as “Post”, “Comment”, “Take”, “Submit”, “Like” and “Tell Us” help boost engagement rates on Facebook – so make sure to combine these keywords into your holiday-related posts. Take note of the following holiday spending days in US:

  • Black Friday (November 29th)
  • Small Business Saturday (November 30th)
  • Cyber Monday (December 2nd)
  • Green Monday (December 9th)
  • Free Shipping Day (December 18th)

It’s easy to preschedule the posts using Facebook’s scheduling tool.

Post Restock Alerts
Know which products or service packages your company has offered in previous holidays.  Let your fans know that because they were so popular, you are restocking the products and offering them again and they will ONLY be available this season only. Start your post or ad with content that says something like “back by popular demand….”

Use apps for your holiday campaign
There are TONS of Facebook apps that you can use to promote your activities. Select 3rd party apps that offer sharing and refer-a-friend features already built-in. Refer-a-friend allows users to increase their chances of winning (like additional entry points) every time someone joins the promo through the referral link they share.  I use ShortStack apps and have been super pleased with their apps and their service!

Be like Santa: Give Away Free Items
There are a number of ways to share the holiday spirit:

  • Build a list of your most loyal clients and page fans then send them an early gift.
  • Grab the chance for your company to partake in social work: donate to charity or render free services for the needy this holiday season.
  • Offer coupons for everyone -especially those who Like your page.
  • Offer free shipping on special items.

Use Custom Audiences to Target Your Customers
Tailor ad copy that is custom-made for your customers rather than just creating a generic copy for all. This will make audiences feel special as the message is directly addressed to them.  You can upload your email address list and create a custom audience on Facebook that you can then create an ad campaign for.  This feature is available when creating ads using Power Editor.  Not sure how to use Custom Audiences?  I can help you.

Share your store hours
There might be changes in your store hours during the season so make sure to announce it early. This will allow your customers to conduct business with you before you close down for the holidays and might even get you some extra sales if you’re a local shop and have extended hours.

Timeline Cover Photo Ideas

Having a holiday themed cover photo can leave your fans feeling jolly!  Here are a few ways to get your timeline cover photo ready for the holidays:

  • Use the cover photo to promote your holiday app.
  • Showcase new products or services.
  • Promote your giveaways.
  • Say thank you for their business.
  • Use the cover photo to inspire audiences to take action.
  • Promote your homepage, other sites or links.

Optimize Your Page for the Holidays

  • Create an editorial plan for your posts
  • Use the appropriate Call to Action (CTA)
  • Share images of holiday related products
  • Include fine prints: disclaimers, rules into your verbiage.
  • Promote your posts with Facebook Ads
  • Use an app to collect data/email addresses from contest entries.

Pay attention to Facebook’s Page Guidelines
This should be on top of your list when creating any kind of Facebook campaign. However, I thought it would be a good opportunity to remind you as there are daily changes to Facebook’s page and ad guidelines.  Here are a few to consider:

– Avoid inaccurately tagging people, as well as encourage people to tag themselves in a promotional photo if they are not included on the photo themselves.

– Covers can’t be deceptive, misleading, or infringe on anyone else’s copyright.

– Choose an expiration date for your offer. You can also add optional terms and conditions and advanced options, like a redemption link, redemption code, claims limit and reminder time.

– Promotions may be conducted on Pages or within apps on Facebook. Personal timelines should not be used to administer promotions. So, encouraging people to share on their timeline or share on their friends’ timeline is prohibited.

I hope this gives you some great holiday marketing ideas for your Facebook page. You don’t need to do it all – simply select a couple and focus only on the activities that will help you achieve your marketing goals this season.

Happy Holidays!

GOOD NEWS & BAD NEWS ABOUT FACEBOOK PAGE REVIEWS

Have you seen the new star ratings review on your Facebook business page?

They previously were shown on the right hand side of your business page and you typically had to scroll to see it.  However, the new star reviews are shown directly under your timeline cover image for all to see.

Facebook Reviews

The Good…
The stars are placed in a more prominent place –just beneath the page name. They are now more prominent than any other element of a brand’s fan page such as the number of Likes and “talking about this” metric. This can be great for some brands, as it is much easier to showcase positive reviews.  Page admins will now need to focus on and pay special attention to improving the quality of their pages, thus naturally encouraging positive reviews from fans and potential followers.

This also makes monitoring metrics more simplistic. It leaves out the focus on geeky statistics –like counting number of reach or virality. Page admins can promote a more positive and authentic engagement by simply making fans happier.

The Bad…
The stars can be too prominent because it can appear, not only on the page itself but could also end up on other apps such as Like boxes, Profile badges or anywhere else on the web through embedding codes. If you are able to ensure great reviews, then your less likely to have issues, But let’s face it, it’s not always easy to get a 5-star rating!  For instance, I only have 5 star ratings on my page but Facebook is only showing 4 stars. Therefore, we have to assume they are using additional algorithm scoring such as fan engagement to determine the star rating,

Let’s talk about how the rating is determined..

A like is only counted as one vote, whereas star reviews count into averages.

If your page does not allow fans to post on your Timeline, the review feature can be the easiest, most convenient way to leave poor feedback. When people want to contact your brand on Facebook, they can only send you a message, leave a comment or better yet leave a review. If they are trying to reach you over a customer-related issue, then chances are you will accumulate some bad reviews.

How to enable or disable reviews on my Brand Page?

Based on Facebook’s Helpdesk, admins can only allow reviews by adding your address. If you would like to disable reviews on your business page, you can remove the address which will remove the reviews option entirely.

If your Page has a location, star ratings and reviews will appear once you have updated the page info with a business address.

  1. At the top of your Page, click Edit Page
  2. Select Update Page Info
  3. Click Address
  4. Edit your address
  5. Click Save Changes

How to add a review to other Facebook Pages?

  1. Just visit the Facebook page of the business you want to review.
  2. Find the review section by scrolling down, on the right hand side of the timeline.
  3. Fill in the number of stars (total of five) that reflect your experience with the business.
  4. Write a written review on the space that says “What do you think about this place”.
  5. You can select your review to go public or select the friends, acquaintances or other connections so they can see it as well.
  6. Click “Review” when done.

FB Reviews