Last night we went over Facebook brand page best practices. For those of you who were not in class, pull up the following Facebook pages: Red Bull and DSW. Look at their cover photos, profile pictures, menu buttons, about information, and how often the post. We also talked about Facebook’s algorithm and why people don’t see every posting in their new feed. On average only 16% of people who have liked your page actually see your postings. That’s a very small number. So to counteract that, and work with Facebook’s algorithm, there are a few tricks:
- Post timely content (average of 1x a day)
- Post high quality content (not silly postings about Happy Friday)
- Posts with images and videos. This means actually uploading an image to Facebook – not just using the image that renders from a link, or using a YouTube link. Facebook views those as links which are not given as much weight.
If you look on Channel 3000’s page, you’ll see how they do this successfully. With almost every post, there is a picture. This is not the picture that renders from the link they posted. But rather they have actually uploaded a picture, and the information with the link is the description of the picture. This makes Facebook view this post as higher quality – making it rank higher. See example here:
Other feature we talked about: Highlighting and Pin to the Top. DSW’s page has done the highlight feature with its Annie Shoe Lover post. See here:
This highlight feature allows you to have an important post display across both columns. It’s good to use for important events in a timeline, or promotions. It’s also a nice way to break up the design of a Facebook page.
This highlight feature is found in the drop down menu to the right of a post. See example here:
Here are the options you see when you click on that drop down menu:
As you see in that image, there is also the feature Pin to Top. This allows a post to stay at the top of postings even after you’ve added more posts. For example, say your brand is running a month-long campaign so you want the post about that campaign to stay at the top of your page. Clicking on this feature will do that. Otherwise, that post will move down the page as you add more postings.
In two weeks:
Your assignment to review a brand’s Facebook page is now due April 3rd. Please be prepared to talk about these in class on April 3rd. Use the information from last night’s class to help with this review. For additional information about this week’s assignments, please view the Assignment tab.
Next week is Spring Break. Enjoy! The week after is an online session, so I will see you again April 3rd.
Phew! That was a lot to cover. Let me know if you have any questions.