As Singapore businesses seek new and innovative ways to market through digital channels, one of the best new formats just so happens to be through Facebook Brand Pages. These no-cost website-style pages quickly paint a picture of your business that millions in our region can view to get a great sense of your company.
1. The New Facebook Timeline Demands Fresh Content and Interactive Posts
With the new Timeline feature came the ability for business pages on Facebook to operate and appear just as individuals’ profile pages do. Business pages can no longer use the old “default tab” setting to be the automatic landing page for new visitors. Instead, pages must actively create content. This makes for a lot of interactive posts like polls and posts that ask fans questions, which encourages current and updated conversation.
2. Timeline Is Now a More Aesthetically Pleasing Space to Promote Your Business
Timeline’s new look is a more visually appealing space to showcase your business. The cover photo is a great way to promote your brand and message as it is all consuming at the top of your page and can be looked at as a sort of banner. Additionally, now that the profile information that used to be featured on the left of Facebook pages has been moved up to the top just below the cover photo, the page itself spans all the way left to right, offering a 810 pixel wide experience as opposed to the former 520 pixels.
3. You Can Now Access Better Engagement Insights on Facebook
Facebook now offers real-time data, meaning sellers can view the analytics of a post almost as soon as it is published. This allows them to tweak posts based on how they are performing. Well-performing posts can almost immediately be amplified in reach by being turned into a premium ad or sponsored story.
4. Tools Admins can use to measure their brand page
People Talking About Engagement: This is a measurement of the number of people that have engaged with your page, in any way shape or form. Be it through liking your page, commenting on or sharing posts from your page or answering a question you’ve asked, this will measure and deliver the information directly to you. By using this tool, sellers are no longer limited to judging the success of their branding of Facebook merely by the likes/comments on their own page.
Friends of Fans: This is the total number of friends all of your fans have. This is extremely valuable in terms of tracking the reach of your brand on Facebook. The larger the number of friends your fans have, the greater potential for your message to spread further.
Reach: This is the total number of people who have seen content from your page. Ultimately, understanding the scope of your reach is vital in order to produce content that maximizes it.
Virality: This is the percentage of people who “talk” about a story from your Page. This is imperative information when considering what truly interests your fans/customers on Facebook.
5. More background information available
You can offer fans a history on your brand or business leading to a deeper connection. This can be done by creating a post on your page that notes the date in the past that a new store opened, or the company itself was founded. This provides fans with more information on your business, and they will feel more connected.
6. New Admin Panel on Timeline Feature
With the new admin interface, you are now able to open your panel directly on the Fan Page instead of navigating to a separate page to make the changes, updates, or improvements. The panel also provides the admin with the social media analytics of their company’s Fan Page
7. Highlighted Posts
Along with the refurbished interface, these brand Fan Pages are now able to highlight, or feature, certain page updates that they make. For example, if an admin were to highlight their post from a week ago, it will push that post to the top of the Timeline stream, making it more visible to the viewer. This feature is helpful when wanting viewers to be able to see important content faster.
8. Direct fan-to-admin Communication
One very key feature that has been implemented in the new interface is Private Messaging. This unique feature gives any fan the power to send a direct, private message to the Fan Page’s admin.
9. Fan Pages allowing brands to showcase creativity
With the new interface comes many new features to the Fan Pages themselves. With these new features comes even more opportunity for each brand to showcase their creative side. With characteristics to your page such as the cover photo, an admin and his or her crew is able to show off products or feature brand-specific images in a much brighter more interested light. These sorts of tactics to your page can take the consumer’s understanding of the brand culture to a much deeper level.
10. Identities created by Facebook Pages
The new Timeline interface was first introduced for the personal profile world of Facebook to give users the opportunity to create their own personal identities on Facebook. Now, with FanPages, brands can do the exact same thing. Different companies can establish their identities by narrating the evolution of their business in the Timeline interface’s format.
Starting a Facebook page is simple and free. You can easily create a basic page using the “Create a Page” guide on Facebook. You can then add on multimedia rich pages using tools such as FetchFans, which is now available on SingTel’s myBusiness.
This article is part of a series about why SMEs should consider including Facebook as part of their marketing tools. Click on the links below to read more:
- Facebook for SMEs: Top 10 reasons to use Facebook to market your business
- Facebook for SMEs: Top 10 reasons businesses should use Facebook Timeline Brand Pages
- Facebook for SMEs: The impact of new Facebook Brand Pages on SMEs
Article contributed by Bailey Monte
Bailey Monte is currently an intern for Fetch Plus Inc as well as contributing writer for e27 and Charlton Media Group. Back in the States, she is the Opinions Editor for her school newspaper. She was the Today Show’s Youth Correspondent 2006-2008 reporting and producing stories, ultimately interviewing Miley Cyrus and other notable people. She hopes to stay involved with journalism in the future be it through print or broadcasting.