New New Facebook – Don’t Give Your Fans Crap
Mashable’s wonderful update on new Facebook explains many of the changes, including a link to the most relevant changes for social media marketers. In the Opportunities section, they highlight these 4 points:
1. Stronger Interaction with Fans
Because the Wall tab will become the focus, Pages will feel much more active and dynamic than ever before. This will encourage more participation and interaction between brands and their Fans.
2. Increased Virality
Content posted on the new Wall will also show up in Fans’ News Feeds more often. This means that posting updates to your Page is much more viral and has the potential to drive significant traffic to your Page.
3. More Ways to Communicate
The Status Update will provide a powerful way for Pages to share short interesting blurbs with Fans in a way that is less obtrusive than an Update delivered to their inboxes. Brands that use Twitter can sync their accounts so that selected Tweets will automatically post to Facebook as Status Updates.
4. Specific Landing Page for Non-Fans
The Wall tab will be the point of entry for all Fans when they visit a Page (with the idea that they’ll first be exposed to the newest content). When it comes to non-fans, Page admins will be able to choose which tab they’d like to use as the landing page. This means that if a Page has a new application or custom content that they’d like to promote, they can set this as the point of entry for all new visitors to the Page.
But seriously…how many brands are you a fan of? Probably your company and a few others to make former high school classmates think you’re cooler now than when you were 16.
Don’t recycle Twitter Content
The biggest implication is in Mashable Opportunity #3, More Ways to Communicate. Specifically, “a powerful way for Pages to share short interesting blurbs with Fans”. However, don’t take the lazy way out and recycle your Twitter messages; your fans are interested in you so give them more interesting stuff than what you are spamming to the legions on Twitter.
Create short URLs from your domain
If you are providing links to content you host, don’t bog your URL down in a mess of directories. Additionally, if you have to use a URL shortener like bit.ly or tinyurl.com avoid the random letters and make it your own. Simple is key, for example, a post from CareerBuilder.com offering advice for job seekers should read like this
“Tips to make your resume stand out to recruiters – careerbuilder.com/resumetips”
Provide “How-To”, not “Buy Me”
No one wants to see an advertisement in their news feed, that’s why facebook puts their ads on the side. Make your updates a source of information to help your fans make a purchase decision. Sorry Skittles, not much you can do here…however Guitar Center, pay attention. A great Guitar Center status update would read something like the following:
“How do guitar strings affect the sound of your music? – http://bit.ly/GuitarStrings“