Tag Archives: Facebook

How to Create Your Brand Page on Facebook’s New Timeline

5 Mar

On March 30th, Facebook’s New Timeline will go live for all Brand pages, whether or not your company has updated its page.  Take this opportunity to create an engaging page for your brand over the weeks ahead. There are several changes you need to be aware of for your brand page. Below is a handy guide from hearsay social on what you need to know to create a brand page and links to blogs that cover the changes.  Make sure you review the blog by TechCrunch’s Josh Constine.  It’s thorough. For additional information and help go to the Facebook Help Center.

Here are a few key changes worth highlighting:

1.  Cover Photo – The cover photo takes up a large amount of space spanning the entire page.  Here you should choose a photo that supports your brand.  It is important to know that Facebook Covers may not display calls to action or references to Facebook Like or sales promotions, pricing or website URLs.

2.  Left Side Navigation – The navigation for page apps has moved to the right and below the cover photo with thumbnail photos above the text link.  Four of these apps are above the fold and one is default for Photos.  So, three of these four you can choice your apps. Pick your most important three. Unfortunately, this limits visibility for custom apps; contests, promotions, coupons, games, etc. since the default landing page for all users will be the Timeline page.  Users will need to click through to find additional apps.

3.  Messages – Messages can now be sent privately by users vs. posting on the public wall for all to see.  This can be a benefit if you don’t want certain comments visible.  You’ll need to determine a process internally to actively and timely respond to the Messages.  For some businesses, this may create a burden.  Try testing it for a few weeks to monitor the number of messages sent and your organization’s ability to manage it.

4.  Timeline Bar – To the right of the cover photo is a new timeline bar that allows users to view a brand’s history over the years.  It’s a great opportunity to highlight your favorite posts by you and your fans.

5.  Pinning – This feature will allow you to pin an important feature story, promotion or event and post it at the top of the timeline for seven days.

6.  Star a Story – You can also star a post to grab attention and highlight a story on your timeline.  When you star a story, it will expand the full width of the page.

Cover of Facebook ebook by hearsay social

The New Facebook Pages Brand Timeline by hearsay social.

Resources:

Introducing New Facebook Pages, Facebook website
Learn About Facebook Pages, Facebook video
How to Use Facebook Timeline for Brand Pages: New Feature Details, Josh Constine, Technology Writer, TechCrunch
Timeline for Brands:  How to Prepare for Your Company’s New Facebook Page, Jim Belosic, CEO Short Stack on Mashable
Facebook Timeline for Brands, the Complete Guide,  Christine Erikson on Mashable

Advertisements

Harness the Power of LinkedIn for B2B Lead Generation

31 Oct

by Susan Lowe

If you want to get more from your social media marketing, look at including LinkedIn in your mix. LinkedIn is the social media site for business professionals.  Members total over 120M (million) that includes 12M small business professionals, 5.5M high tech managers, 2M C-level executives, and 1.3M small business owners.  You can be very granular when choosing your audience on LinkedIn. The site allows social media marketers to target key decision makers by specific industry, company size, geography, job function and other demographics.

Advertise on LinkedIn

LinkedIn Advertising is a great way to generate leads and grow your audience. LinkedIn offers several options when choosing the type of ad to run.  You can run a text only banner that runs across the top of the LinkedIn page of your chosen targets.  The other option is a text and image ad that again runs on the pages of your chosen LinkedIn targets.  Both have limits to the amount of characters you can include but, LinkedIn provides best practices to help you get the most from your ad. Provide your company URL to direct viewers to your website.  You may direct them to a special promotion on your website and a form to gather contact information.

Run a Promotion on LinkedIn to Grow Your Audience

In addition to advertising offered by LinkedIn, certified applications are available to help promote your brand and grow your audience through the LinkedIn network. One of these applications is Wildfire.  Wildfire allows companies to integrate branded interactive campaigns like sweepstakes, contests and give-aways with LinkedIn and it integrates with social media site Facebook and Twitter.

Ready to Go 

The nice thing about Wildfire is it provides several ‘out-of-the-box’ tools that can get your promotion up and running on LinkedIn in about four weeks.  And the app has several priced options to suit a small or large budget.  The app includes an ad for your company profile page (if you don’t have a LinkedIn company page – make sure to get one), a Microsite, a form to gather entrants contact information and a landing page for sharing.  You provide the content. Make sure to purchase the option that provides entrants data for your future engagements.

Combine a LinkedIn Ad with a Promotion for Greater Results

Run your promotion in combination with a LinkedIn advertisement to drive traffic to the Microsite. Place the ad in specific areas of the LinkedIn site to target your audience.  You can also use your website and current contact lists (newsletters and other marketing activities) to invite participation in your LinkedIn promotion. Entrants are able to share your promotion with their contacts and groups on their LinkedIn network or via email.  This is why social networks like LinkedIn help you grow qualified leads quickly.

Keys to Successfully Generating Leads Using LinkedIn

1- Strategy – Consider how your LinkedIn activities support your overall social media strategy.

2- Set up a LinkedIn Company Profile – if you don’t already have one.

3- Define your audience.  Remember LinkedIn allows you to very specifically define the target audience.

4-  Set your objectives and goals.  Decide what results you want to achieve from your LinkedIn activity. Include the kind of information you want to obtain from the entrants.

5- Plan and Tactics- Determine the right activities to generate the results you want with your target.  Is it a LinkedIn ad, a coupon, a giveaway or a combination?  Provide something of value in return for participation in the promotion. Remember in social media – it is  better to give then to receive. Don’t forget to include a definitive start and end date as a call to act.

6- Measure- Once your ad or promotion has ended determine how well it did in accomplishing the objectives and goals.

Additional Resources
Finding Your Way Through the Social Media Maze, White Paper

 

Is Social Media the Right Choice for Your Business?

3 Oct

By Susan Lowe

There is no denying that social media is the biggest thing to happen to marketing since the Internet.  Businesses are trying to figure out how to effectively be a part of this game changing phenomenon.  A friend and I were talking the other day about one of her clients who believed their company needed a presence on Facebook. When the client asked for her help, she recommended they focus their marketing activities in other areas.

Why? Facebook has over 800 million active users and plays an important role in many of the largest corporations’ marketing efforts.  For my friend’s client, a B2B supplier in a specialized industry, Facebook isn’t the best fit to reach their target customers and to meet their business objectives.  So, how do you know if  social media is the right choice for your business?

Start with a marketing plan.  A good marketing plan includes your business goals and objectives and which marketing activities can help you achieve them.

Here are a few basic elements that should be included in your marketing plan;

  1. Your business goals and objectives.
  2. Your target customers.
  3. The marketing activities that support those goals and objectives with your target customers.
  4. Your budget.

Determine if social media can further your business goals and objectives.  Is social media an effective use of your budget and resources compared to other marketing tools?  Answering these questions when developing your marketing plan will help you decide if social media is the right choice for your business.

Additional Resources
Finding Your Way Through the Social Media Maze, White Paper

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