Watch this space for something new coming soon!
Facebook has just announced that business pages are getting a whole lot more mobile friendly thanks to new features and functions designed with hand-held devices in mind.
There are 45 million businesses using Facebook pages to reach more than 1.5 billion people. More than 660 million people use only a mobile phone to access Facebook, so the improvements are smart and will help page owners promote their businesses and achieve objectives.
Already, there are new and more prominent call-to-action buttons placed directly under the page cover photo in a bright blue band. This is commonly used to bring a business’s most important objective to the forefront, for example Contact Us, Watch Our Video, Shop Now, Learn More, Sign Up, Book Now or Download.
The social network will be soon introducing new sections to Pages, so different types of businesses can feature prominently the most relevant content. Retailers and professional services providers will be the first to benefit with the addition of Shop and Services sections to the top of pages. Here page owners will be able to feature the most popular products and services on offer with one tap.
Page navigation on mobile too, is set for improvement with an update to the layout that will reduce the need for scrolling and clicking. This will include the addition of a tab for each page section, somewhat like the current ones for videos and photos. Visitors to a page will be able to click on the tab to see more details. The Home tab, which is the landing tab on Pages, will also contain highlights of each section, to keep relevant information displayed prominently.
These Facebook Page updates are a welcome development and will improve their effectiveness. Watch for new features to roll out over the next several weeks.
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Ever notice that the video ads you see in your Facebook news feed start running even if you don’t click on play? There’s a good reason for that.
People respond differently to the videos that the see in their Facebook news feeds. Some scroll right by, some watch a few seconds then move on, still others will watch the video right through to the end. For content marketers it’s difficult to measure the impact a video might have.
A recent study found that almost half of the impact of a video ad is realized when people have seen three seconds or less of it. In addition, nearly three-quarters of brand lift, a positive shift in awareness and perception, is gained within the first 10 seconds of a video. These are findings of a recent study conducted by research company Neilson on behalf of the Facebook Marketing Science team.
The goal for the research was to understand how best to measure the effectiveness of video content on Facebook. The survey findings are important for brands and organizations using video as part of a content marketing campaign, especially paid or sponsored content. The study provides a framework for understanding the impact of video content that goes far beyond simple click or views.
These findings should inform video creative. “Marketers should experiment with shorter ad creative to drive value for their brand, keeping in mind that value increases the longer people watch,” according to a the Facebook For Business blog.
A version of this article was first published on Thornleyfallis.com.
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Do you struggle to keep up with the demand for quality content? You are not alone. Today’s ‘always on’ consumers are a thirsty bunch seeking a constant flow of new, fresh experiences. To cope, you need to create a ‘culture of content’, according to recent research from the Altimeter Group.
This ‘best practices’ report makes the argument that only when an organization has ‘content’ hardwired, can it create, produce, publish content continually. The report outlines what ‘content’ means in this context. It’s more than blog posts, white papers and newsletters. It encompasses the broadest definition of content including video, images, tweets, ads and more. And the convergence of owned, earned and paid media drives this trend.
For those of us who work in the trade, this report has few earth-shattering insights. It is an accurate description of what it takes to create a constant flow of valuable content. However, for organizations which are struggling to keep up with the demand, the report has some great insight and advice.
According to the report’s authors Rebecca Lieb, Jessica Groopman and Susan Etlinger, having a content culture takes the concepts of a content marketing to a whole new level. It means extending publishing beyond the marketing department to include employees across the organization. Subject matter experts can be found in product development, production, research, senior management, and in the front lines of customer services.
However, to build this culture an organization must have inspiration, people, process and content.
A critical first step creating a content culture is having the organization’s leadership not only on board, but at the centre of the initiative driving it. Another key component is flourishing creativity. Having many perspectives, including customers’, is important when it comes to generating new, exciting ideas. So too is the willingness to fail. Not every content idea pans out; but it’s important to take risks to find true inspiration.
A content culture needs a ‘content leader’. This individual is the key evangelist and identifies where content is needed, and which team members tend to have a content-centric mindset. The content leader will work with PR, social media and marketing teams and anyone working in a customer-facing group. Thought leadership and subject-matter experts are drawn from among senior executives, researchers and even product groups. Some organizations depend on external partners too such as agencies, vendors and researchers. Rank-and-file employees have a role to play, and can be encouraged and empowered to identify content needs or stories worth spreading.
Establishing clear processes, roles, and resources will help a culture of content thrive and evolve over time. Part of the process is evangelism, education and training, because stakeholders must understand the purpose of content if they are to embrace it.
Many organizations establish a governing body such as a center of excellence, an editorial board or steering committee to define how content is developed, curated, created and reviewed; and to establish other publishing standards and practices.
Technology underpins process. Shared access to common tools will streamline creation, curation, measurement, analytics and deployment.
That content takes many forms beyond the blog or newsletter is a new mindset for many organizations. It’s changing the way marketing departments think and work. In a content culture, marketers create and systematize the integration of paid, owned, and earned media in collaboration with departments and functions across the organization.
This post was originally published on ThornleyFalis.ca.
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I usually only follow celebrities on Facebook if I have actually met them in person, such as Jim Carrey, who I met about 30 years ago when he did a surprise gig at Yuk Yuks in Ottawa. I have this self-imposed rule because my own personal goal in social media is to make real connections with real people.
Besides that, I don’t want to fill up my feeds with irrelevant updates about things I care little about. Over time, however, I have tended to bend my rules. I have never met Ricky Gervais, but he’s pretty darned funny and seems to be in charge of his own Facebook page, so I follow him. I also now follow George Takei. I’ve not met him but I did see him speak at SXSWi, (so at least I’ve been in the same room as him.)
So that’s three celebrities I follow now, but I recognize that I’m not typical. According to Facebook 800 million people are connected to public figures on Facebook and are interacting with athletes, musicians, actors and other celebrities. The social network says that more than billion interactions take place each week between public figures and their fans on Facebook.
Now, there’s a new app out that’s supposed to make it easy for celebrities to talk to their fans, Facebook Mentions. It provides analytics, real-time posting and live Q&A sessions right from a phone.
William Shatner is not a fan of the app; Ed Sheeran is going to give it a try as are Mariah Carey, Arianna Huffington and Kim Kardashian.
You don’t have to be celebrity to download the app to search for ‘mentions’ of a famous person, but only verified accounts can post responses.
Is there really a need for such an app? I’m not famous enough to know, but I would be interested to hear about the experience from anyone who is.
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