The Most Underrated Feature of Facebook

By Barry Hott

This month marked the one year anniversary of one of the most powerful marketing tools Facebook has ever offered, but you probably don't even use. No, not Insights. Not Sponsored Stories. Not Open Graph or Graph Search.

Interest Lists.

Interest Lists were heralded as a new tool that would allow you to organize your News Feed into a "personalized newspaper," but many Facebook users completely ignore the feature. Interest Lists have, however, become an integral part of my day as a social media professional.

Monitoring Clients

By setting up a list of all of your own clients, you can monitor how all of your daily posts are performing from one spot. You can also respond to comments on behalf of each of your pages, without having to check on each one separately. While I used to open six tabs to check on my Facebook pages, I can now open one and get a comprehensive view of what's happening. I still visit the actual pages to view other posts on the page, but this allows me to quickly see how posts are performing and, more important, see how the posts look in the actual News Feed, instead of just on the page.

Spying On Competitors

Some clients have many competitors that can be difficult to track. By creating Interest Lists for each of your clients' competitors, you can easily keep an eye on them without having to visit each of their pages. Added bonus: you don't have to like the page, so your friends (and clients) won't see you liking your competitors' pages.

Inspiration From The Best

There are some pages that nail their Facebook content, and it's important to follow them for inspiration. Instead of hoping they show up in your News Feed, see all their amazing work in one place with an Interest List, and get inspired!

What tools and features do you use to streamline your social media monitoring?