By Angela Brown, Marketing Manager
Beginning today, Facebook users will notice something different when tagging photos. In addition to the longstanding ability to tag friends in photos, you can now tag images with pages associated with brands – whether you “Like” them or not. The feature still has a few kinks – not every page type is available for tagging yet and some brands that should be fail to show up as options. But if you’re a Facebook supertagger or a brand looking to drum up additional visibility on this channel, this is generally good news. A couple of added bonuses: Facebook had the foresight to design the feature to appear on a page’s photo tab as opposed to clogging the wall and page admins will have the ability to disable the feature.
Social media is no longer the shiny new thing, and with its age has come the wisdom that social media tools are not the silver marketing bullets everyone wanted to believe they were. This article addresses the shift in mentality taking place among marketers who are beginning to understand what we and many others have been saying all along – like everything else (email marketing, SEO, PPC, offline collateral) it’s all about strategy and giving your audience what it wants.
ROI for social media channels is still a confusing topic for many marketers and Facebook certainly plays a big role in contributing to that confusion. This article offers a great list of metrics to explore using to evaluate the effectiveness of your Facebook presence.
Takeaway: This list is a great start, but it isn’t comprehensive. It also isn’t necessary for every organization to measure everything on the list. Finally, while the list is helpful at a high level, what it doesn’t do is explain how each of these metrics can be evaluated. While the native functionality of Facebook’s Insights for pages continues to show incremental improvement, third-party measurement and analytics tools such as Google Analytics (web) and Omniture (web, mobile and social) are often necessary to take the deep dive into analytics required to truly evaluate ROI. Facebook can tell you at a high level who likes your page and how your content is being consumed, but engagement, conversions and SEO impact require more robust evaluation.
Comments are yet another Facebook integration feature – think “Likes” – that blogs, news sites and others are chomping at the bit to add to their sites. But like everything else in marketing, technology and social media, a tool’s availability doesn’t make it right for you.
As Facebook enjoyed its ascent as a marketing medium, many businesses struggled with its functionality. Before the launch of Facebook Pages, marketers represented their brands and organizations through groups and profiles, only to deal with the frustration and hard work involved in starting from scratch as a page. Now, Facebook offers a profile to business page migration tool, which streamlines the process of making the switch.
Takeaways: While the tool is useful, it isn’t a silver bullet solution. Your avatar and friends will be migrated over, but at this time, you will lose all other content. The upside is that a few of the most frustrating barriers to switching from a profile to a page have been eliminated. This is a big deal, because for businesses, the benefits of having a Facebook page are numerous. Unlike profiles, allow for a much higher number of connections (likes versus friends), have much more sophisticated marketing functionality via applications and iFrames and can be measured via Facebook’s native analytics and more robust third-party measurement tools such as Webtrends and Adobe Omniture.