Facebook Guides for Business

Facebook releases new marketing advice for businesses

Value:

Recommended link: http://www.facebook.com/business

Our commentary: In the first week of August, Facebook announced “Facebook for Business”. While this sounds like an attempt to compete with LinkedIn or Google+, in fact it’s just an update to their guidance notes which had been lacking for quite a while.

The most useful guide is this practical download that works for small and large business.

24/11/2011 update – New Facebook Insights features and learning course

Facebook have announced a microsite, www.learnpageinsights.com which steps you through how to use the new features. If you’re short on time and who isn’t I recommend the “Quick Reference” feature, where you can hover over and see what’s what:

Alternatively, Hubspot has a step-by-step guide that’s worth a scan if you’re a Facebook Admin.

10/10/2011 update – New Facebook Page Insights guide

We advised last week that Facebook that was introducing two new features and it hasn’t taken long for Facebook to roll these out. The main change is that Facebook Page admins will see a new “People Talking About This” measure on the page and in Facebook Insights:

This measure gives you an overall idea of conversations about a brand within the past 7 days. Facebook have introduced a new guide on Page Insights (below) which explains this measure and how you can use it to help review your marketing. This is what they say about the new measure:

The next metric, “People Talking About This”, indicates how many people are actually talking about your
business to their friends. This metric includes everyone who:

  • Liked your Page
  • Liked, commented on, or shared your Page post
  • Answered a Question you’ve asked
  • Responded to your event
  • Mentioned your Page
  • Tagged your Page in a photo
  • Checked in or recommended your Place

Here’s the full guide:

03/10/2011 update – Facebook advice on SEO

03/10/2011 update – Facebook advice on SEO

Facebook has added another small guide encouraging companies to rank for brand searches for their Facebook page and so encouraging more engagement on its platform. I think most companies will want to do this, except those with reputation issues – Nestle? The example they give is http://www.google.com/search?q=macys. In my experience Facebook Pages won’t ever rank for generic phrases because it’s difficult to create backlinks to them and unique content. However, many companies don’t have a top 5 listing in the search results for their brand name, so this is worth considering.

Here’s the advice – I’d recommend gaining links from other sites also to get a top 5 position.

Marketing implications: Our update summarises what we think are the most useful guides available to help your Facebook Marketing. We’ve used the Google Docs Viewer to share the guides from the Facebook site so they’re in one place.

1. Facebook Pages

This guide shows how to set goals and manage the conversation through a “conversational calendar” which they have an example for.

2. Facebook Ads

There are downloadable guides on improving ads and the analytics available from Facebook Insights. This is the Ad Optimization guide:

3. Sponsored Stories

Although Facebook Ads are discussed a lot, we haven’t seen much separate coverage of sponsored stories where Likes are enhanced through sharing them in the right column of Facebook. This guide goes through the 7 different types of sponsored stories and how to set up budgeting and targeting criteria.

4. Facebook Platform

There are no downloads in this case, but this section reminds us of the importance of making the site social to integrate with Facebook through the range of Facebook Social Plugins for sharing and logging in.

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  • Trevor

    Don’t suppose anyone knows if the “Optimizing Facebook Pages for Search” guide pdf is available in other languages. Facebooks usually good for that, but I can’t find it anywhere.

  • Kathryn

    Thanks for this Dave. I had just noticed the new Page Insights so it was great to get this article.
    One thing I’m struggling with is the date range. The top numbers on the home page of insights shows how like and reach have changed, so in the screen grab in your article, likes are up by 2.21% and Friends of Fans up by 1.65%, but compared to what. If I rest on the arrows for my client’s page it shows a date range of 13/11/11 – 20/11/11 for ‘friends of fans’ and 18/11/11 – 25/11/11 for ‘likes’ but it doesn’t say what the increase or decrease in numbers correlates to. The old insights showed how this number was comparing to a separate date range.
    Also on this home page it seems there’s no option to change the date range so you can compare over time. Is it just me?

    • http://www.smartinsights.com/about-dave-chaffey/ Dave Chaffey

      Glad that’s useful Kathryn. On your query – no that isn’t you – it’s step backwards in reporting I think. You can’t select week/month/range like you could before and like you would want to in any analytics package. So let’s hope they fix this soon.

      On the + side I like the Reach Insights – good to see the referrers and tab views. Shows the importance of the Info page compared to Wall for us.

  • Kathryn

    Thanks for the quick response Dave (as always!). I tend to panic because I always think ‘it’s me’. There’s so many tools to get your head around. I like the ‘reach’ too. It’s very powerful to be able to see your fans’ potential in spreading word of mouth about your business.

  • http://www.smartinsights.com/about-dave-chaffey/ Dave Chaffey

    No problem Kathryn, and you got me thinking about something else that is missing. Facebook has an Insights for Domains http://www.smartinsights.com/blog/digital-marketing-strategy/facebook-launches-real-time-analytics/ – i don’t know whether it’s me, but the link has disappeared from the new Insights (although you can get at through the deprecated analytics).

    For us and many others, many more people will share content via Facebook when it is on our site/blog. Facebook seems it doesn’t want this insight to be available now.

    Dave

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