Facebook, a marketing strategy channel that has emerged in the past few years with the ability to reach hundreds of millions of users has taken another step with their Business Pages. Last week we tuned into Hubspot’s latest webinar “Facebook for Business: 4 Steps to Success” where we learned about Facebook’s latest changes for its Page features. The use of Facebook’s business page features for advertising is already an excellent marketing strategy, leveraging the power of social media tools,but with these updates it only gets better. These changes included offering the ability to “promote” and schedule your posts and set a specific role for your admin users.
We learned earlier this month from Mari Smith’s webinar “10 Essential Money-Making Techie Tips” that Facebook only shows a limited percent of your posts to your fans – as little as 16 percent! As a way to offset this number, Facebook is now offering brand pages the option to advertise their post for a 3-day time frame to heighten their content and page visibility. This advertising fee starts at a minimal amount such as 5 or 10 dollars and increases depending on the number of people you would like to reach through your business page fans and their friends. This option is only available for Facebook Pages that have more than 400 likes.
How to use Facebook Pages as part of your marketing strategy:
The advertiser sets a budget depending on the number of Facebook users they would like to reach and then posts the content. Unlike the “sponsored” business pages or ads, this post will show up in news feed with other organic posts, but will have “sponsored story,” noted. This post will be shown on the wall for up to 3 days with the option to pause, cancel or adjust the budget/reach during that time frame. Once the promoted post goes live, page admins can immediately access metrics to the activity of the post, including the number of users that have seen the post organically, viral or by paid promotion as well as the total percentage of users. Businesses can promote any type of post including status updates, photos, offers, videos and questions and can be targeted by location and language.
Another great feature that Facebook has implemented is the ability to schedule your posts ahead of time. Users can now schedule posts up to 6 months in advance, making Hootsuite and other social media management platforms irreverent for Facebook pages. In order to implement this option, business pages need to have their business creation date listed in their “About” section first.
Lastly, Facebook Page Admins can now be assigned different roles for the business page. As per the chart provided by Facebook’s help section, the responsibilities of the Manager, Content Creator, Moderator, Advertiser and Insights Analyst will vary in permissions. These roles can be assigned to enable a greater sense of control.
These new features will greatly change the way that businesses utilize their business page on Facebook to interact and increase the awareness of their brand name with their fans and their surrounding network. We will be testing out these new features over the next few weeks and are excited of the possibilities these enhancements will bring for social media.
To read a great article on Facebook Promoted Posts and their best practices written by David Cohen, AllFacebook unofficial blog, please follow this link. To learn more about Facebook Admin Roles and Scheduling Posts written by Corey Eridon from Hubspot, please follow this link.