Facebook Marketing Basics

Facebook Marketing Basics

Now that your Facebook Page is looking great and you’re encouragingpeople to visit it, let’s explore some ways that you can make the most effective use of the platform, in conjunction with the content strategy ideasdescribed in the previous chapter.

Pin important posts

Facebook allows you to pin a single post to the top of your Page’s timeline forup to a week. Use this to feature important content, and make it more visibleto fans who visit your Page. All new status updates will appear below the pinned post until it is unpinned (or a week elapses), whereupon it will fall into its original chronological position. After creating a post, hover over it until the pencil icon appears, click it and choose ‘Pin to Top’. In particular,posts to consider pinning include special announcements, contents, promotions, etc.

Boost interaction with Facebook-embedded posts

In August 2013, Facebook rolled out the ability to embed personal profile or Page posts into an external website. Use embedded posts to lift conversations from your Facebook Page to help encourage and boost interaction with your statuses in places away from the site, like as part of ablog post, or even in an e- mail newsletter as a way to drive readers to your Page. As long as the status update you post is public, anybody can embed itfrom your Facebook Page or re- embed them from wherever else it appears, which – if your status is really shareable – could give your Page and content alot of exposure. Embedded posts even include buttons for viewers to “Like”,comment, and Share the post, and a button to “Like” your page.

How to embed a Facebook post

  1. Hover over the post you want to embed, left-click on the arrow thatappears, and choose “Embed Post”.
  2. Copy the code that appears and paste it as HTML on your website or

Re-post top notch content, but don’t be spammy about it

As not everyone checks their Facebook News Feed all day every day, andonly a small proportion of your fans will see your content first time around,if you have a killer article or link to share, post it several times as a way foras many of your fans to see it as possible. However, make a concerted effort to share the information under different guises, e.g., different wording in the text, an image with a link, a link share post, etc. Although image-with-a-link posts are worth experimenting with, traditional link shareposts come most often recommended because they reflect the way that theaverage person uses Facebook… when did you last see a friend sharing a link with an uploaded image? Facebook will penalize your reach if youpublish the exact same status over and again, as it has

found people react negatively to “copy and paste” posts.

Encourage clicks through call-to-actions but avoid “click-baiting”

To encourage higher click-through rates from Facebook and other socialmedia to your website and blog, being specific about what you want yourcustomers to do using a clear call to action is often a good bet, e.g. “Click here for more information [your link]”. Sometimes that little push can make all the difference between a successful status and one that sinks without a trace.

Note: In relation to the above, it is worth pointing out that August 2014, Facebook amended its News Feed algorithm to crack down on so-called”click- bait” article-sharing. These are typically articles with vague and over-promising headlines like “You’ll never believe who puked on the red carpetlast night…

CLICK to see our exclusive pic!” that do not make it plainly clear what thepost will entail. Facebook wants you to share valuable content that peoplewill read and share with their friends, so if it spots that your fans are clicking on these types of links and returning straight to Facebook (becausethe content is poor) and not sharing, similar posts will receive less visibilityin the future.

Conversely, high quality links that get shared many times over will benefitfrom higher reach.

Guarantee views with “Get All Notifications” and “See First” strategy

One tactic that can be used to all-but guarantee that fans see all of your Page’s content is to train them to select the “Get Notifications” and “SeeFirst” options, found in a drop-down menu when hovering their cursor over the “Liked” and “Following” button underneath your Page’s cover photo. With this selected, every time you post a new status update, the fans in question will be informed with a notification under the blue “globe” icon inthe status bar of their Facebook account, and your new content will appear at the top of that users’ News Feed respectively. These requests are bestcommunicated through a status update with a screen grab of the menu, todemonstrate the exact action that you wish them to take. Whether or not you are comfortable with asking at the risk of appearing pushy is up to you, and you should judge it based on the strength of the relationship you have with your audience. If you do decide to do it, I wouldn’t force it upon fans veryoften, particularly as they are unlikely to be right on your Page when they see your instructions appear, and even more unlikely to click through and carry it out.

Optimize blog images to make an impact on Facebook

In September 2013, Facebook introduced a significant increase to the size that thumbnail images from linked articles appear in the News Feed. Whenyou post a status update including a link, Facebook will automatically pullan image from the article, and as long as it is of sufficient size, that image will display at full width on your Page and in News Feeds, with the blogtitle and blurb below it. In exact terms, for a linked article’s image to displayat full width on Facebook, the width of the image needs to be 1.91 times itsheight. Facebook recommends an image that is at least 1200 × 630 pixels,which, truthfully, isn’t realistic for most bloggers. Instead, aim to produceblog posts that include at least one image that is 600 × 315 pixels (even if it an image that is uploaded large, but shrunk to fit your blog’s formattingstyle), as this is the minimum size that Facebook requires for any linked article’s image to display at full width in any position on all devices – desktop, mobile, or tablet. If your linked article’s chosen image is below600 × 315 pixels, Facebook will automatically shrink it much smaller.

Note: When you paste a link into the status box and the automatically-generated preview appears, two small arrows appear on top of the thumbnail image allowing you to select the most appealing photo from the article. If none of the available thumbnail images takes your fancy, click the”Upload Image” link and choose one that is saved on the hard drive of your computer. You can edit the text in the headline and description fields thatare generated, too, if you wish to make them more effective. On the rare occasion that you paste a link to share and no preview image appears at all, you may have to debug the page – essentially forcing Facebook to refresh its cache of your site. Simply visit the Facebook Debugger tool at https://developers.facebook.com/tools/debug, paste in the URL of the Page with the problem image, and click “Debug.” Wipe your status box clean and trypasting the link again; the problem should now be fixed.


Note: Somewhat related to the previous tip regarding the popularity ofimages and quotes in particular, why not try the following: Pick out a blogpost’s most quotable, shareable snippet and turn that into an image either asa quote on its own or coupled with an appealing photo. Then, link back tothe blog post from the text box in a status update and monitor how well thepost is received.


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