Facebook is doing everything it can to stay in the spotlight lately, isn’t it? It makes sense that the Zuckerberg Supersite would want to find new sources of revenue, and with the advent of Facebook’s Timeline, as well as heavier promotion of Facebook Ads, it should come as little surprise that Facebook would combine the two into Promoted Posts to benefit its bottom line.
For many business and blog pages, promoted posts on Facebook won’t be an option until later. But that doesn’t mean that you can’t prepare for the inevitable. We’ve compiled some useful information to help smooth the transition. It’s important to make an informed decision about whether or not to use the Promoted Posts, and it will help you feel more confident – however you choose to promote your page.
First, it’s important to know exactly what Facebook is doing with Promoted Pages. Facebook’s Help Center explains what their promoted posts are in reasonably clear language. The bottom line is that it amounts to a Facebook Ad. A promoted post will be labeled as sponsored, and it will be seen more easily by those who have liked your page. Also, if they “like” the post or comment on it, their friends will also see the post.
Mashable has a useful post that paraphrases the Facebook Help Center page. There is also a slideshow with a step-by-step explanation of how to promote your posts.
EcoEtsy has a great offering that I like to call the “It’s going to be okay!” post. It runs through many of the questions that page owners may have. And, relevant to smaller pages, it demonstrates the differences in a promoted post versus an organic post. (And by organic, I mean no special promotion.) As the author points out, promoted posts may be useful to some brands, but they also wonder about what will happen when everyone promotes a bunch of posts. Sounds like the beginning of a Virtual Cold War.
The Hubspot’s blog has a fantastic list of ten questions Facebook page owners may have. Not limited to the Promoted Posts, Allyson Galle includes items about allowable headers on Facebook as well as how clicks on videos affect Facebook’s EdgeRank score for each page. It’s a must-read for those new (and not-so-new) to Facebook Pages: HubSpot Blog’s post Top Ten Questions.
When developing a Facebook Page or just starting a new one, keep in mind that carefully thought-out posts and design is key. Each post is sent to your fans, and there is a delicate balance between getting out your message and spamming your audience. It takes a lot of work to get people to *like* a Facebook page, and it takes maintenance and relevance to keep your fans happy. Sandler & Wald Social Media can help show you how.
How are you feeling about the new Promoted Posts from Facebook? Are you eager to jump in, or will you wait to see how others handle the changes?