By Claudia Titolo With all of the changes that Facebook has made, marketers and brands are all shuffling to figure out what to do next. When is the timeline rolling out to profiles? When will brand pages turn into timelines? Will tabs disappear? Where will ads go? These are questions that for the most part, don’t have solid answers. We can all speculate, but Facebook is still in the process of figuring it out on their own. That’s what made me think about this blog post. Since everyone is speculating, I thought I’d share some of what I’ve noticed involving interactions of Fan Pages.
For the past couple of weeks, I’ve noticed three trends.
Time Sensitive Content is Getting Lost
As marketers, we spend a lot of time trying to be as relevant as possible. When something hits the news, we post about it. If it’s Halloween, we encourage our fans to talk about it. In the past, this has been the most logical thing to do on Facebook. Is it anymore though? Since Facebook began clumping together posts that discuss the same topic, I’ve noticed something. Some posts that are extremely time sensitive, haven’t been receiving as many impressions as they usually receive. If a fan hasn’t marked your page as a “top post”, your Halloween status update could end up on the list of links with all of the other pages that have posted about the same thing. See the below image as an example.
So, what should brands do? Never post about anything relevant? Of course not! Encourage fans to mark you as a top post, so that you don’t show up as a link. Also, try to educate your fans on what exactly that means.
Likes, Comments, and Tags. Oh My! Oh right, and Shares!
As Facebook grows, there are more and more actions that fans can take when interacting with a post. A fan can like your status update, post a comment, share it with their friends, or even tag themselves in a picture you’ve posted. That all sounds great, but that's probably a bit too much to ask from your fans. So, is there one action that does better over the others?
When looking at the virality of a post, I have noticed something. I had posted an image on one of my client’s pages. I was happy to see that it received over 5,000 likes and about 10 fans tagged themselves in the image. When I checked the insights, I saw that the percentage of virality was at 9.59%. A couple of days later, we posted another image that received a little over 1,000 likes but well over 30 tags. That post was 11.3% viral. From these insights, it seems that tags are going to cause more impressions and interactions on your page. It make sense! If a fan tags themselves in one of your images, it shows up in their profile (soon to be timeline) and every time their friends visit the profile, they'll see the image too!
Since images now take up more real estate on Facebook, post more of them! They will stand out of the clutter on the newsfeed, and fans will be able to tag themselves.
With Facebook’s ticker, fans are able to see when a page posts something right away. When a fan interacts with that post, their friends immediately see it on their ticker. This has caused posts to receive interaction much quicker than ever before. In the past, posts would gradually receive interactions over a day or so. Now, I’ve been noticing that this is sometimes happening within seconds.
How should brands take advantage of this? This is where the emphasis on apps comes in. Create a well thought out application that will allow fans to continuously come back and interact with it. Every time they use the app, it will show up in the ticker.
Something you can do right now is always include a call to action in your posts. That may seem like Facebook 101, but it’s not just about “likes” anymore. Ask them to share the post, tag their friends, or comment.
The changes are all very new, and I imagine we’ll see a lot more change as time goes on. These trends may even change as Facebook receives feedback from users and marketers. For now, this is what I’ve noticed. Look out for a follow up in the next couple of weeks!
Have you noticed anything similar? Share your findings below!