As a result of Facebook’s recent Mission Control Conference, a new timeline layout has been introduced which brings with it some powerful and fundamental tools for your business. Facebook has changed, and this means your business marketing strategy needs to change too. At the moment you are most likely using a program to manage multiple social media platforms. These programs allow you to track mentions, schedule updates, generate data and monitor growth. However to make the most out of social media you need to have a deeper understanding of what works best for your business and what new features will benefit you, here are some you need to know about.
Timeline page layout:
While is can be confusing at first, this new layout offers a unique tool that will archive all of your Facebook interactions, allowing you to go back, access and evaluate specific posts when required. This can be used to check on the level of engagement and feedback from customers, as well as monitor your businesses growth over a selected period of time.
One of the most obvious changes to the new layout is the banner style cover photo. A restriction that you face with the cover photo is that you can’t have any call to action or contact information. Therefore you need to be creative with your cover photo and ensure it is attention grabbing while truly reflecting your business or brand personality.
Targeting specific demographics:
The manage tab in Facebook’s Admin panel allows you to nominate which demographic groups you do, or do not wish to reach with particular posts. This means you can now reach the exact people you want to communicate with and tailor messages specifically related to them. For example, you can hide an update to people under 18, or announce something in only one country or area.
You can now choose to place more emphasis on important posts by pinning them to the top of your timeline for a prolonged period. (To do this, click the pencil icon in the top right corner of the post and select ‘pin to top’) Along with pinning posts you can highlight stories so that they will span across both columns in the timeline layout, also emphasising its importance (to do this, click the star icon in the upper right of the post)
This is a tool that is not currently available to all businesses but will be accessible soon. It will allow businesses to post Offers onto their followers news feeds, where they will select Get Offer, see the terms and conditions and later be emailed a coupon. These offers may be things such as 20% off, buy one get one free etc. However, be careful, Facebook will not be inspecting offers as they go live, decreasing the trust of users. Also there is no limit to the amount of offers that can be claimed and therefore businesses may not be able to redeem coupons if the number of people who claim them is far greater than expected.