Why are passion pages so popular on Facebook?

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There’s a group of pages that achieve loads of organic reach, with little Facebook advertising involved. How are they doing it? Through passion.

Passion pages — like “Architecture & Engineering,” or “Welcome to the Internet,” — aren’t so much selling a service or a product, or acting as the public face of a company. They’re meant to be a gathering place for people who love something. But what goes into a passion page’s content strategy and what are the major goals?

Inside Facebook talked with Saul Leal and Saborn Va of Salt Lake City-based Deseret Digital Media, the minds behind popular passion pages such as “I Love My Family” (8.8 million fans), “Yo Amo a Mi Familia” (5.6 million) and “I Love the Bible” (5.3 million). Deseret has more than 100 passion pages across Facebook. Last month alone, they drove 3.3 billion impressions to the company’s FamilyShare Network websites.

Deseret’s Facebook ad budget to acquire new fans? $0.

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Facebook changes guidelines for page ratings

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If you’ve got a product-based page on Facebook (but haven’t entered your physical address), you might have noticed recently that your page ratings are no longer showing. It’s not a bug, it’s a feature.

Facebook confirmed to Inside Facebook on Thursday that only Facebook pages with a defined location will have the star ratings, not pages in the product/service category. A Facebook spokesperson said that they’re focused on the page ratings relating to businesses with a physical place:

We’re focused on ratings and reviews for places right now.

This was first pointed out to Inside Facebook by reader Matteo Gamba.

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Top 25 Facebook pages: August 2014 — Soccer stars still on the rise

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Long after Germany claimed the World Cup title, soccer players and teams are rapidly growing their Facebook pages. Cristiano Ronaldo of Portugal is now the 2nd-most popular person on Facebook, trailing Shakira by roughly 8 million likes.

F.C. Barcelona, Real Madrid F.C. and Leo Messi have also seen significant gains on the PageData leaderboard. Every month, we track the top 25 pages on Facebook, in terms of the number of page likes.

Want to find out which Facebook pages have the most likes? Look below.

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How Jesse Stay uses passion pages to supercharge a brand’s Facebook audience

Jesse Stay is a long-time friend of ours at BlitzMetrics, and an accomplished author. We caught up with him for an interview on the strategy behind Familyshare.com’s Facebook presence. 

https://www.youtube.com/watch?v=oIazOv0ocWg

I’ll speak today in a perspective of the news industry and pull in the Deseret News experience. There, we were building a new presence called Familyshare.com, which is a family-based news website targeting a non-denominational audience.

Instead of creating and promoting one main-brand Facebook page, we figured out who our audience is and what areas we want to target, what areas we want to move into, and we built Facebook pages around each of those, focused on the passions of those audiences for each page — passion pages.

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Facebook testing rankings on page timelines

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While all place-based Facebook page admins can see how well their fans and customers have rated them, some page owners are now seeing how they stack up among the competition.

Inside Facebook reader Giannis Andrikopoulos of Greece noticed on his page that there’s now a ranking showing that it’s the No. 2-rated page in that category in his area.

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4th of July: Top Facebook pages liked by Americans

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As today is 4th of July — the United States’ celebrated Independence Day, we figured it would be prudent to take a look at the top pages liked by Facebook users in America.

Though by far the page on Facebook with the most likes is Facebook for Every Phone, it’s a major big-box retailer that captures the most likes from the U.S., according to PageData. Additionally, more American Facebook users like the page for rapper Nicki Minaj than President Barack Obama.

Look below for a list of the top 25 pages, in terms of likes from American users.

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Facebook admits month-long ‘discrepancy’ in reported reach, engagement metrics

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If the reach and engagement metrics you’ve seen on your Facebook page seem a little off, it’s because there’s been a bug affecting those figures. Facebook admitted to many page owners today that there is a discrepancy between the reported reach admins see on posts and the actual reach and engagement of a post.

Many page admins can see this message atop the dashboard:

There is a discrepancy in the engagement and reach metrics for all Page Posts and Boosted Posts between 5/30 and 6/30. We are working to resolve the issue as soon as possible.

Facebook told Rachel Globus — social media strategist for ABC 10News in San Diego — who reported the problem to Inside Facebook, that the issue should be resolved early next week.

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Facebook prompts page name translation

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Have an international market share? Facebook wants to make sure that users in different countries can find your page. Some page admins saw this week a prompt on the top of the page management dashboard to enter in translated titles for the page.

This way, a user in Japan will see the title of the page in Japanese, and so on.

Facebook doesn’t provide the translation, allowing the page manager to input the most precise and accurate title for that language. We’ve reached out to Facebook to elaborate, and we’ll update the story when we hear back.

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Facebook testing easier management of multiple location pages

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For business owners who manage a small chain, navigating those multiple location pages can be a bit of a pain. Which location should be posted as the main one? But now, it looks like Facebook is trying to figure out a way to solve this problem.

Inside Facebook reader Enrico Gualandi, the Founder and Digital Strategist of Social Factor, pointed out that some chain business owners who manage a place-based page can showcase other locations on their timeline.

A Facebook spokesperson confirmed that this is something Facebook is testing, but not ready to roll out yet.

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Facebook’s one-column page timeline available worldwide this week

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Facebook’s latest page timeline design — more closely imitating a user’s personal timeline — started popping up in March, but the company announced Wednesday that it is rolling out the design worldwide.

By the end of this week, all pages should have access to the new design, which places tabs in the sidebar and eliminates the post shifting when a user scrolls down.

Facebook announced this in a blog post:

In March, we announced that Pages would be getting a streamlined look to make it easier for people to find the information they want, and give Page admins easy access to the tools they use most.

Earlier this week, we announced that Facebook now has 30 million active small business Pages worldwide. And now, starting later this week, all existing Pages — including the 30 million active small business Pages — will have access to the refreshed design, as well as more control over the functionality of their Pages.

Scared about tabs? Read more about tab placement here.

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