• kumarjit sarkar

    Awesome and mind blowing post. This is what i call experts or “right from the horse’s mouth”.I am going to share this post on all sm platforms.
    Thanks once again for the exhaustive and right (optimally) way to use FB .

    kumarjit@iQeCommerce.com

    • http://www.blog.marketo.com/ Jason Miller

      Thanks for the comment. Much appreciated.

  • http://rumblestripradio.com rumblestrip

    But here is the thing. When I look at the numbers, views, like, shares, etc., we have better impact and reach NOT using visuals than with. This is not a one or two hit thing, this is something I’ve been tracking for a few months.

    Also, #4 is an issue if you are in a fast paced dynamic industry. Setting an editorial calendar is fine, just don’t be too tied to it.

    • http://www.blog.marketo.com/ Jason Miller

      I heard that the rule of thumb is better reach with text posts, more engagement with visuals. From a best practice, I would say visual more than not, especially with the new newsfeed which FB has clearly designed for photos. With that being said, if text is working for you, or anything is working on FB these days to effectively manage Edgerank, that’s a good strategy to do more of.

      As for #4. The editorial calendar is meant to be there for better consistency with posting, and giving folks something regular to look forward to each week. Check out the post for details as I outline exactly how it works really well for us. It’s also about running themes and planning ahead. But as you mention, don’t be tied to it.

      Thanks for the comment.

      Jason

  • Angi Beauheim

    Phew, I thought you were talking to me.

    • http://www.blog.marketo.com/ Jason Miller

      Only FB pages : )

  • Laura Elizabeth Wilson

    Hi Jason, I’m not entirely convinced your content will get more “air time” with custom tabs on Facebook. Mobile users can’t view the custom tabs on Facebook (yes, you can use smart links but the experience tends to just not be as good on mobile) and the tabs get very limited views organically. Facebook may “reward” you for driving people back to Facebook in your content but ultimately it seems like the custom tabs are wasted energy. I wish that weren’t the case but in my experience it has been.

    • http://www.blog.marketo.com/ Jason Miller

      I couldn’t disagree more with you in this case. Custom tabs as landing pages are free lead gen opps. Running ads against them in the mobile newsfeed works perfectly as we do it all the time. What’s ever cooler is if you use a photo app and run a contest using the FB tabs engagement is much higher with mobile. We get hundreds of qualified leads from our FB tabs both desktop and mobile. Not utilizing them as part of your overall strategy is simply missing opportunities. Thanks for the comment.

  • http://www.blog.marketo.com/ Jason Miller

    Well said Carrie! Thanks for chiming in.

  • Graciousstore

    Yes indeed!

  • TRI-GEM

    Awesome Article. Thanks for share your post. I Like it.
    This Information Will be Helpful for us.
    Again Thanks for sharing.

    GOD Bless You…

    - TRI-GEM Outsourcing

  • http://www.jmlalonde.com Joe Lalonde

    Loved the message Jason. One of the problems with my work’s Facebook Page has been we don’t have much editorial content for the page and we’re afraid to share images as customers could be stolen. I’ll have to show this article to the bosses and see what they think.

    • http://www.blog.marketo.com/ Jason Miller

      Thanks for the comment Joe. If you have the budget I would suggest hiring an agency to help re-purpose and cater some of the content you already have specifically for FB as well as creating a bit of new stuff as well to raise affinity.

  • Praverb

    Great post…I really identify with this post Jason. Great insight on how to make your Facebook page stand out.

    i love this quote. “Social media is all about prudent trial and error, and Facebook is no exception.”

    Trial and error works. Creating co-marketing alliances work as well. Thank you for this post. I had to Like Convince and Convert’s Facebook page because of this.

    • http://www.blog.marketo.com/ Jason Miller

      Thanks for the comment! Really glad to hear you enjoyed it.

  • Praverb

    Carrie, you can grow a brand page without utilizing Facebook ads. The key is creating content that is easy to share. Shared content = increased reach. Our Facebook community values Shares over Likes because we do not utilize Facebook ads.

    • jbarber5000

      You USED to be able to grow a brand page without utilizing Facebook ads. I’ve seen a huge decrease in growth (still growing, just smaller increments) in the past 6 months since promoted posts really took hold.

      • Praverb

        I agree. Have you used the promoted post option?

        • jbarber5000

          I have. It’s pretty amazing to see how much more reach/engagement you get for a brand by doing so. But, as a consumer, I hate when the first thing I see at the top of my news feed is a sponsored post from a company that I’m not interested in. :(

          • Praverb

            I agree.

          • http://www.blog.marketo.com/ Jason Miller

            The targeting will get better :)

  • http://www.viralseoservices.com/ MOS SEO Services

    Great insight. Thanks for sharing

  • Taylor Rhodes

    Great article! Social media is no different from web marketing in terms of targeting audiences. Just because the internet seems like such a widespread communication medium does not mean businesses should operate them on an ad hoc basis. Businesses will greatly benefit from tailoring their messages based on engagement. One glitch I’d like to point out on Facebook when it comes to paying to promote posts is that the geotag setting is not overly obvious (small arrow like icon on bottom dashboard of message area). By properly selecting the location setting you’ll get the most bang for your buck by targeting those with a greater propensity to care/read/buy your product/service, rather than getting random ‘Likes’ with no real potential value from say someone in Russia.

  • http://www.sheilasguide.com/ Sheila Scarborough

    Good info here, but please remember that all the time you spend fiddling with Facebook is time you are not spending on your own blog, website and email list (the only things that YOU control, not Zuckerberg or anyone else.)

  • http://www.13thbeachdiywebassist.com.au/ Nigel Rawlins

    I have to agree with all the above, small one person businesses have a lot of work to do to stay on top of things. At least I’m in marketing and know my way round this stuff. That doesn’t mean I’m perfect at getting it all done. Interestingly I promote my posts but had one rejected the other day for promoting an article I wrote about using Google analytics in your blog. No explanation which doesn’t help for future reference.

  • Dean Marsden

    Excellent points Jason, especially the first five! Hopefully users wont start to become blind to more detailed cover images and more visual posts. On the other hand if this happens then being clever with what you post will give an advantage.

    It’s sometimes difficult to be creative when you are working on a quite boring brand, but sometimes this brings unique opportunities that generate excellent engagement.