Cosa postare su Facebook: se le aziende non danno agli utenti ciò che cercano

Le immagini sono il contenuto che su Facebook genera il maggior numero di reazioni e interazioni (non a caso Zuckerberg si è comprato Instagram): verrebbe da dire che, di conseguenza, le aziende che sono presenti su Facebook con una fan page ne facciano un utilizzo massiccio. Sbagliato, non è così.

Una ricerca condotta da Pandemic Labs, una social media agency di Boston, ha evidenziato che in realtà i brand preferiscono di gran lunga pubblicare sulla propria pagina dei link che rimandano al sito ufficiale piuttosto che video o immagini. Analizzando circa 300 pagine aziendali, 150.000 post su Fb e 700milioni di likes, i risultati sono i seguenti:

Riassumendo: la classifica di gradimento degli utenti vede, in ordine 1. foto 2. video 3. status testuali 4. link. Eppure i brand analizzati sembrano essere sordi a questa classifica, postando in stra-grande maggioranza link, seguiti da status testuali, foto e video. Considerando che foto e video sono, nell’ottica degli utenti, 5 e 10 volte più “condivisibili” dei link, il pasticcio è fatto.

Perchè le aziende preferiscono proporre ai propri fan dei banali link (per quanto possano essere interessanti) piuttosto che dar loro quello che si sa essere uno dei must di Facebook?

A me vengono in mente questi motivi: 1) meglio avere traffico sul sito che interazioni sulla pagina Fb. Portando utenti sul sito il vantaggio può essere dato dalla pubblicità ospitata e dal fatto che sul website le informazioni sono necessariamente più complete che su Facebook. 2) speranza (vana) di alimentare una discussione: quante volte vediamo post del tipo “leggete qui e diteci la vostra”? Eppure credo sia un miracolo se l’utente, una volta cliccato sul link e quindi uscito da Facebook, torni a commentare sulla pagina ciò che ha appena letto 3) poca cura della pagina: piazzare un link è molto semplice, veloce e non richiede particolari dettagli.

E voi, quale spiegazione date a questa cattiva abitudine?

6 Fantastici Infographics sul Marketing con Facebook

Social media marketing is dominated by Facebook with research revealing that over 90% of all social marketing endeavours include a Facebook marketing campaign.

6 Fabulous Facebook Marketing Infographics

Twitter is still used by brands and organisations to engage with an audience and run marketing promotions but its lack of a self service advertising platform has restricted its ease of use as a marketing tool.

There are many ways to market on Facebook including paid self serving banner ads that can be the catalyst to kick off an immediate start to a Facebook marketing campaign or creating custom tabs to capture Facebook “likes”

Many companies marketing teams are still learning to optimise and utilise the reach and the power of  Facebook’s 800 million users as a marketing platform, from when to post an update to what are the best tactics to implement.

Here are some infographics that will provide some tips, tactics and insights into the world of Facebook marketing.

1. The History of Advertising on Facebook

Facebook was founded in 2004 and its main revenue driver is its self service advertising platform that allows companies to create design and place their own banner advertisements on Facebook. It was only in July of 2009 that the self serving feature for brands to advertise was introduced.

The History of Advertising on Facebook Infographic

Source: Mashable

2. 64 Facebook Marketing Tactics

The number of Facebook marketing strategies and tactics that you can create comes down to the creativity of the marketing team. Here are 64 ideas including.

  • Feature a fan of the month
  • Create a contest
  • Award a prize for fans that share the most

64 Facebook Marketing Strategies Infographic

Source: Maria Peagler of Socialmediaonlineclasses.com

3. Five Questions and Answers for Facebook Marketing

There are many questions that are raised during planning your Facebook marketing campaign including:

  • What is the best day to post an update on Facebook?
  • What time should you post?
  • What is the best type of content?

5 Questions and Answers for Facebook Marketing

Source: DanZarella.com

4. The Anatomy of a Fan

Capturing fans for a brands Facebook page is the “new” social media marketing equivalent of building an email database. There are many ways to engage with fans on a company Facebook page such as ”Likes”, Shares and “Apps”

Anatomy of a Fan on Facebook

Source: MoonToast

5. How Facebook Generates Business for Companies that Use It

It is always good to know what the competition is doing and this survey reveals how companies are using Facebook to market their business.What is revealing about this survey is

  • Nearly 20% of companies had a Facebook page before they even had a website
  • 23% of Companies hold contests and giveaways on Facebook

How Facebook Generates Business for Companies that Use It

Source: PageModo

6. Twitter vs Facebook

The battle for the marketing dollar is dependent on many factors and this infographic looks at the factors that help drive those decisions such as.

  • Gender
  • Age distribution
  • Sharing power

Twitter vs Facebook Infographic

Dieci errori da evitare nel gestire il social network marketing

Business owners worldwide are utilizing various social media platforms to promote products and reach out to consumers.Ten Social Networking Mistakes to Avoid When Marketing Your Business

Many companies thrive, thanks to strong web presence. However, some struggle as a result of costly mistakes made during the online marketing process. Thus, before you began marketing your business it is advisable to brush up on your social media skills.

Better yet, read on for a crash course on the ten most common social networking mistakes and how you can avoid making them yourself.

#1. No Clear Social Marketing Strategy

Forbes columnist Pamela Springer notes that many business owners fail to properly budget their resources. “Even though many social media applications are free,” she writes, “they still cost small businesses time – and time equals money.” She suggests a formal online marketing plan, with a clear goal for each step of the process.

#2. The Media is Inconsistent

With a marketing plan in place, every Tweet and Facebook post should be planned in advance to avoid inconsistency. Terri Seymour, of Site Pro News, advises company marketers to draw up a weekly social media schedule—and then follow it. “Choose a couple of the best sites and give them the time and attention they need to work their magic,” she writes.

#3. No one Monitors the Site

BusinessWeek columnist Mike Proulx says inattentive site management can lead to a PR nightmare. Every site on the Internet is vulnerable to hacking viruses and other online malfeasances. As a result, web programmers must remain one step ahead of violators by continuously checking up on all company sites.

#4. The Material isn’t Proofread

“Bad grammar and spelling can make a good page go bad,” Seymour notes. All blogs, posts and tweets should be professional in appearance, even though social media sites are generally informal in nature. Authors should read posts as they are writing them, and have a co-worker look over the copy before it is uploaded online.

#5. Missed Branding Opportunities

Springer notes that most social media sites include multiple fields for profile owners to personify their page—but many business owners leave them blank. “Your company information, logo, and any other links or images on your profile are the sales tools you have to pique a potential customer’s interest in your business,” she writes. “If your profile is half complete it reflects poorly on your company.”

#6. Accounts aren’t Linked

Businesses with multiple sites should install a mechanism to link them together—and connect various users of these sites in the process. Seymour advises business owners to link social sites on their official homepage using widgets. Additionally, posts on the homepage should be automatically uploaded to all social sites simultaneously, rather than one at a time.

#7. Profiles aren’t Claimed

Springer reminds business owners that, whether or not they choose to participate in social media, their sites are part of the public domain. Yelp!, Google Places and other services create company profiles for owners who have not done so themselves—and this is a great opportunity to build web presence. “All of these services give you the option to control what’s shown about your company and how it’s shown,” she says.

#8. Responses aren’t Timely

In the event of bad publicity, Proulx warns that waiting too long can result in further disaster. When businesses err, he says immediate, humble acknowledgment of wrongdoing on social media platforms is the best route to take. “Taking the time to craft a perfect corporate response with layers of bureaucratic approvals will only cause more damage to your brand’s social reputation,” he says.

#9. No “Likes” or “Follows”

Seymour notes these seemingly arbitrary terms are highly relevant in the age of Facebook and Twitter, because they can greatly increase social activity on a business site. Company owners should include a request in their email signature, print a URL on their business cards and post links whenever possible. Many companies offer customer incentives to those who “like” or “follow” them—and these are typically the businesses with the most active sites.

#10. The Scope is Limited

A social media campaign should be continuous, says Proulx, since a cardinal goal of networking is to reach new clientele. Furthermore, new platforms emerge every year, and web users will often cast aside “old-fashioned” brands for those who acclimate to current trends. “While campaigns that have a social media extension may come and go,” he writes, “you must maintain an “always on” approach and outlook.”

Company owners today must contend with all the nuts and bolts associated with social media, for it has become a standard of modern business practices. Brands that embrace the social networking phenomenon are much likelier to draw in new customers—and their money.

However, firmly understanding how various platforms work, what their limitations are and how people use them is a fundamental first step.

I miei amici di Facebook (thx to http://oltreuomo.com)

Il super riservato. Questa categoria comprende gente per cui Facebook non ha alcun senso, in quanto per loro cade il presupposto di un suo utilizzo finalizzato e causato dal creare un’immagine di sé agli altri. Gli utenti, infatti, possono sapere di lui solo il nome e il sesso (destando comunque dubbi). Il super riservato si è registrato su FB semplicemente per vedere le foto di classe delle medie su consiglio dei vecchi compagni incontrati alla pizza di classe, animali sospettosamente e fastidiosamente socializzanti, senza più l’apparecchio ai denti o le ascelle pezzate, ora superfighi grazie all’unico strumento che permette al mondo di restare connesso: Facebook. Il super riservato però non coglie le potenzialità che il social network potrebbe offrirgli per ciò che concerne l’approccio all’altro sesso. Manderà quindi l’ennesima occasione di riscatto sociale a puttane.

Gente in cerca di avventure. Classe che comprende persone di tutte le età, accomunate dal non riuscire proprio a scopare. Hanno in media mille amicizie, sperimentano tattiche di seduzione telematica via chat con approcci a dir poco penosi, poi si fregano perché non sanno come fare l’emoticon giusta, essenziale per chattare via Facebook. Trascinate in un circolo vizioso, confondono l’approccio su internet con quello dal vivo e viceversa (agli appuntamenti mimano l’emoticon del pinguino, risultando gravemente ritardate). Destano imbarazzo.

Le mamme. È un fenomeno sempre più diffuso quello della discesa in campo delle mamme nei social network. Chiedono l’amicizia – rifiutata al 98% – ai figli, agli amici dei figli (accettata nel 45% dei casi), ai professori dei figli, e alle altre madri nella loro stessa situazione. Mettono qualche Mi piace a caso ma con grande entusiasmo (per esempio alla pagina bouganville in fiore), e usano Facebook come passaparola per catene fasulle su un bambino leucemico che ha bisogno di sangue HW Gh-. Si vantano infine con i coetanei di essere moderne e di giocare a Farmville su Facebook, e dopo aver chiesto loro l’amicizia, li riempiranno di poke. Solo loro ne hanno capito il senso.

L’utente medio. La classe media, in quanto nella media, fa capolino anche nel mondo facebookiano, nel quale si limita a postare a volte qualche canzone che ascoltava in realtà 5 anni prima per far vedere che conosce quel gruppo musicale, oppure pubblica qualche frase sulla crisi economica e la corruzione che dilaga, o ancora dà l’addio a rockstar tragicamente morte di overdose a 27 anni, a cui dedica frasi quali “Ciao Jim, sei un grande”, o loro canzoni mai ascoltate prima. L’utente medio è terribilmente noioso, i suoi Mi piace sono perfettamente calcolati, i suoi libri preferiti attentamente studiati per rientrare nella categoria cui pretende di appartenere, sotto uno schema di ideali mai capiti realmente e che si riducono a cliché.

La puttana del social network. E’ l’utente perfetto (sia maschio che femmina) attorno cui Zuckerberg ha costruito Facebook. Le impostazioni sulla sua privacy sono pubbliche, i gruppi o fan page a cui appartiene i più svariati e inutili al mondo (da lampada a scovolino del cesso a chi ha pestato una merda più di 3 volte nella sua vita). Posta in continuazione top list di canzoni preferite (scontatissime), avvisa gli sventurati “amici” (il 50% non lo conosce) che è tornato a casa in tram e si è bagnato alla fermata perché pioveva, o che il suo cane ha rovesciato il tavolino in salotto. Tra i circa 67 album di foto che ha pubblicato (e che il mondo può ovviamente vedere), un must è “Un po’ di me”, che comprende mediamente 150 foto avvincenti e veramente molto varie raffiguranti il nostro simpatico amico in posa, modalità auto-fotografia tramite IPhone, con faccia sovrapponibile a tutte le foto ma vestiti sempre diversi molto cool, con qualche concessione in tuta (foto intitolata “a casa ”). Altro album molto in voga è quello del suo cane o gatto o canarino, storia di un animale domestico da quando è cucciolo fino alla sua tomba in giardino. La puttana, che non ha fondamentalmente un cazzo da fare nella vita, interpreta ogni momento della sua giornata per capire come renderne partecipe il mondo di FB, torna a casa pensando allo status che può far sorridere gli amici e che secondo lei le farà guadagnare la reputazione di mister o miss simpatia, vive ragionando su come gli altri si faranno un’idea di lei grazie a FB e si impegna perché essa sia la migliore possibile, non rendendosi conto che in realtà inizia a stare sul cazzo a molti. La puttana si sentirà ogni giorno al centro dell’attenzione, grazie a Facebook, ma sottovaluta il fatto che la gran parte dei suoi contatti l’ha oscurata dalla Home.

Il non plus ultra. Supera addirittura le potenzialità della puttana, che almeno mantiene una sua, seppur minima, “dignità”. La crème de la crème di Faceebook infatti pubblica foto dei genitori in mutande per casa, del vecchio zio nella bara, di un piccione spiaccicato sull’asfalto. Generalmente il suo retaggio culturale non supera la recita dell’alfabeto (escluse J e Y), e nella gran parte dei casi è in stato di grave obesità e solitudine.

Il saccente. Ha scambiato Facebook per un blog culturale o di attualità, e sciorina commenti lunghi almeno 25 righe su ogni stronzata che viene pubblicata. E’ pesante e scrive per se stesso e i pochi pazzi che leggono i suoi romanzi, privi di senso in un social network per cazzate.

The boss. Al vertice della piramide, un’unica persona: Mark Zuckerberg, faccia d’angelo ma anche da idiota, vanta un patrimonio di 17,5 miliardi di dollari. Ama descrivere la sua opera caritatevole a favore dell’umanità così: “Facebook non è stata originariamente creata per essere un’azienda quotata. È stata costruita per svolgere una funzione sociale, per rendere il mondo più aperto e connesso”. Come dire, lo faccio per il bene del mondo. Ringrazia ogni notte non Gesù, né la Madonna, bensì i suoi vecchi amici di Harvard a cui ha fregato la proficua idea di creare un sito in cui votare chi, in parole povere, fosse la più disponibile o chi avesse il fondoschiena più figo dell’università.

Lo spammer. Usa Facebook con l’unico fine di pubblicizzare il suo blog e quindi spammare i post in ogni gruppo/pagina/fan page cui beffardamente si iscrive. A questa categoria appartiengo io.

10 changes to Facebook you need to know

The changes that Facebook announced yesterday at their fMC event in New York represent a fundamental shift in brands’ relationship with Facebook. The new Timeline functionality for brand pages is only the tip of the iceberg – Facebook have, in effect, given brands a 30 day ultimatum to totally change the way they manage their community on Facebook.

Here are the 10 things you need to know about the changes:

1. Direct messages between pages and anyone

Facebook have introduced direct, private messaging between any Facebook user and pages. When arriving at a brand’s page, someone simply needs to click the ‘Message’ button (placed prominently right next to the ‘Like’ button) to initiate the process. Brands have the option of disabling this functionality if they wish.

This means fans and non-fans alike suddenly will be expecting near to real-time and personalised customer service on Facebook, something, let’s face it, most brands are just not prepared for. Those brands that disable the functionality will appear to be distant and un-progressive.

Expect brands who have properly operationalised social media customer service to gain even more competitive advantage, and many more social media fuelled crises for brands that haven’t, as frustration at unanswered messages (or the inability to send them) spills over into the rest of social media.

2. The blurring of paid, earned and owned media

Facebook released a slew of changes in the way brands can pay to promote themselves on the platform. They’re pushing brands to reach more of their fans and their friends through ‘featured stories’ in their newsfeeds – whether that be on the web or on their mobile phones. ‘Featured stories’ are amplified page updates linked to users’ social graphs, with their friends and other fans actions driving recommendation and therefore effectiveness. These are not ‘ads’ in any conventional sense of the word, but a new combination of brand conversation and word of mouth, irrevocably blurring the lines between paid, earned and owned media to the extent that the lines no longer exist.

Collectively being referred to as ‘Reach Generator’ by Facebook (along with the Right-hand and Log-out formats shown above), there’s a fixed fee price structure based on the number of fans a page has. Facebook say that this will take the average reach of a page update from 15% to 75% and that its tests have shown the news feed ads receive a 5-10x higher click-through rate than standard ads.

This change shifts the balance even further towards specialist social agencies – traditional media agencies, hampered by structural issues relating to the fee arrangements they’ve struck with their clients spanning all types of media buying, have never been able to deliver well on Facebook as they’ve been unable to apply the right level of skill and resource required. However, they woke up this morning to find that their media plans are based on newtonian physics in a world where quantum theory reigns.

3. Facebook offers

Facebook offers is a new type of post that allows brands to freely distribute coupons to fans that can can be accepted straight from their web or mobile newsfeed. They also can be promoted through ‘Reach Generator’ ads to a wider, targeted audience. One click (or tap on mobile) sends the offer to your email account. From there, the voucher can be used at a bricks-and-mortar store or entered as a coupon code into an ecommerce site. When you accept a Facebook offer, a story is generated and may be shown in your friends’ newsfeeds, increasing the viral reach of the promotion.

This is a great feature for CPG/FMCG brands wanting to drive product trial, or retailers wanting to use discounting to drive sales.

4. Real-time insights

Facebook are introducing real-time insights, and will start reporting stats with a delay of 5-10 minutes (previously this was a few days at least). Data about page posts will appear in Facebook Insights just minutes after posting, including how many views, clicks, media consumptions, and spam marks. Other stats will be real-time too, such as total reach and “people talking about this”. page-level data aggregations will still be delayed a few days.

This will close the loop for good community management, as it will be instantly obvious whether a post is going to be successful or not, and the ongoing real-time feedback will make it much easier for those managing pages to develop a real sense of what works at what doesn’t with their fan communities.

Real-time insight into post performance also feeds into the new ‘Reach Generator’ product, as it will allow those managing pages to know which posts to amplify with paid media – either because they’re performing well organically and will therefore generate a similar response amongst a wider audience if promoted, or if important posts are not getting the desired pick-up without paid support. Another reason that those doing the media ‘planning’ should be part of the same team as those doing the community management.

5. Competitive insights

Facebook is now revealing much much more data about page’s fanbases to non-admins, accessible through the ‘Likes’ box on all pages. This includes a 1 month historical graph of both ‘People Talking About’ and a brand new metric, ‘New Likes per Week’, as well as some base-level demographic data.

This will come in very handy for ongoing analysis of competitor activity and performance.

6. No default landing page

Facebook have removed the ability to set a tab as the default view of a page for non-fans (which often were implemented as ‘fangates’, encouraging people to become fans before giving them access to an incentive). pages still can have fangates on apps, these just can’t be the default view when people arrive at the page direct or through search – but these still can be used as a landing page for ads.

This change could drastically reduce most brand’s organic fan growth, and certainly will require brands with fangates to re-think before the 30th March.

7. Apps

Facebook have made apps are more visible, moving them from tabs listed in the left-hand sidebar to large 111×74 pixel boxes with text labels below the main image – each able to be separately branded with an image of its own. page admins can set the order of the apps easily though the admin interface.

Apps themselves now appear in a 810 pixel wide canvas (i.e. over 50% wider than previously) – potentially allowing them to be much more engaging experiences.

8. Highlights feed

When users visit a page, they’ll see a mix of stories published by the page itself, by their friends, and stories from other users that have received a lot of Likes, comments, and shares.

Posts to or mentioning a page by a visitor’s friends are always visible, which can be a problem (see screenshot above), but brands do have the have the option of either removing the ‘Recent Posts by Others’ box entirely or requiring posts to be moderated before they can appear – this will undoubtedly be a useful feature for brands in time of crisis, allowing them to monitor and manage conversations without going to the drastic measure of turning fan posts off all together.

9. Pinned and other post types

Facebook have also introduced a selection of new options for posts:

  • Pinned posts keep important stories at the top of the highlights feed for up to seven days (pinned post are marked by yellow tags – see the Starbucks example above).
  • page posts can also be ‘starred’. Starring makes a post go full width across the highlights feed to prominently feature the story.
  • page admins can also hide individual posts without deleting them. This allows pages to display only its most engaging posts without losing important data.
  • There’s a new ‘milestone’ post type, which have bigger photos and can include a date and other content.

It’s clear that milestones are more important than normal status updates, and therefore may carry higher EdgeRank and be more likely to appear in fans’ newsfeeds.

10. Cover photos

Lastly and most obviously, Facebook have introduced ‘cover photos’ – a large 851 x 315 pixel admin configurable image at the top of each page.

Facebook are trying to keep these pretty, and their terms state that they cannot contain price or promotional information, contact info, calls to action or references to any Facebook features like ‘Like’ or ‘Share’.

In conclusion

Now that we’ve outlined the whole iceberg, it’s much easier to see that the new Timeline format is merely the tip. The changes are fundamental, including to how a brand’s page looks when visited.

However, don’t let that distract you from the fact that 85% of a fan’s interactions with a page take place in the newsfeed, away from the page. In fact, the advent of Reach Generator re-enforces it…

Le migliori TIMELINE di Facebook del momento

 

Here, Coca Cola uses snazzy design to make a strong visual impression on visitors.


2. Cover photos for teams

Manchester United uses its cover photo to reflect the inherent passion, camaraderie and joy of sports.


3. Timeline leveraging history

Dating back to 1878, Manchester United can use Timeline to honor its rich history. This photo shows the club’s league championship from 1908.


4. Timeline for callouts

Here, Manchester United leverages Timeline’s strong visual elements by starring a specific current post, making it appear twice as wide.


5. Coldplay cover photo

Coldplay’s Timeline cover photo hints at the wealth of potential the new format holds for bands and other performers.


6. Ben & Jerry’s cover photo

Ben & Jerry’s cover photo further illustrates Timeline’s potential to make a strong first impression on Page visitors.


7. Ben & Jerry’s Timeline

Ben & Jerry’s timeline itself showcases the new brand platform’s strong visual elements.


8. Ben & Jerry’s milestone

Here, Ben & Jerry’s uses the new format to call out an important company milestone — its introduction of several new flavors in 1999.


9. Timeline makes Pages more social

When you visit a Page, you see how many of your friends have liked the company, as well as friends’ relevant public posts. Here, Ben & Jerry’s serves as an example.


10. Different cover photos for different Pages

Restaurants can leverage the new design by showing off what they serve. Here, Starbucks flaunts its coffee beans.


11. How many of your friends like Starbucks?

Further evidence of how Pages are more social with Timeline.


12. A local twist

Here, the Page of Manhattan’s Magnolia Bakery shows how, for local businesses only, a map appears in the row of apps below the cover photo.


13. ESPN’s cover photo

ESPN’s cover photo is an intriguing shot from the set of its iconic Sportscenter show.


14. Baby’s first show

Here, ESPN highlights its first Sportscenter broadcast with a doublewide photo in its timeline.


15. Livestrong’s cover photo

Livestrong chooses to make its logo the central theme of its Page cover photo.


16. Starring an important message

Livestrong starred this post that provides resources for people under emotional duress as a result of cancer. Starring it calls extra attention to the post by making it twice as wide as others.


17. A Livestrong milestone

Organizations similar to Livestrong can highlight specific milestones, such as the opening of new services. This post celebrates the debut of Livestrong’s Cancer Navigation Center.


18. Meet the admin panel

Timeline introduces a new format for administrators of brand Pages, and one that should be simpler to use.


19. Getting to know you

The admin panel features notifications, analytics, messages and, yes, a help menu to ease your transition to the new set-up.