Now your business on Facebook can talk about how the office is eating tacos or feeling hopeful. Facebook introduced the structured status update feature to pages today, as many pages have the ability to share a more descriptive update.
For brands representing themselves on Facebook with both global and local pages, a recent study reveals that fans of a given local page are far more engaged than fans of the corresponding global page, and this extends to promoted posts as well.
Facebook Marketing Partner Socialbakers cross-analyzed 800 global pages and their accompanying 5,000 local pages and found that while global pages may have more total interactions than local pages, the interactions per 1,000 fans on local pages are significantly higher.
Furthermore, the results showed that as page size increased, so did the interaction gap between global and local pages. Socialbakers Chief Editor Zachary Peterson wrote about the study in a blog post:
The value of posting on Local Pages increased as the Fan base grew. The smallest Local Pages took on 107% more Interactions than Global Pages in the same size range. Middle-sized Local Pages outperformed their Global equivalents by 169%. For the largest Pages, Local Pages gained 346% more Interactions than Global Pages did.
You know the saying, “You get what you pay for.” That’s often true. In the case of businesses with Facebook pages, you’re actually getting more than what you pay for, since – it’s free! So why would you not only look a gift horse in the mouth, but shoot it?
Yet some businesses are doing just that. It’s become the latest brag, trailing closely behind that fantastically annoying “I don’t even have a TV, never mind watch the drivel!”
Let’s lay it out: deleting your Facebook page is foolish.
Facebook recently gave many page admins a powerful feature: the ability to save drafts of posts.
Edit: Page admins have had the ability to backdate a post, but the feature of drafting a post is new.
Through this feature, page admins can now compose a draft of a post, save it for later, and post it when it’s ready.
Recently, Facebook tested a feature that apparently told page admins which fans were valuable or irrelevant.
The test was first spotted by Inside Facebook reader Matteo Gamba. A Facebook spokesperson confirmed that this was something the site was testing, but the test has been called off. When asked if this could identify influencers, in terms of engagement, the Facebook spokesperson said, “Not necessarily.”
Gamba found this feature in the banned users section of his page’s settings menu. He was able to select from a drop down menu valuable or irrelevant, but both options resulted in zero results, Gamba said.
Is your Facebook page performance up to par?
Every month, Quintly (formerly AllFacebook Stats) compiles the average key performance indicator stats for Facebook pages of all sizes. While this tally doesn’t break down into verticals, it shows how Facebook pages of different sizes are doing in terms of engagement. For instance, in September, 13 percent of engagement for pages with 10,000 to 100,000 fans and 100,000 to 1 million fans were shares. Likes are still the most dominant form of engagement across the board.
The infographic also shows how often pages of different sizes post. Want to see how your page is performing, compared to these averages? Look below.
The study took into account 8,000 brand pages internationally from August 2013 to August 2014, finding that overall clickthrough rate is up 48 percent year-over-year, but fan penetration is down 55 percent year-over-year.
Komfo notes that in August 2013, the brand pages monitored were reaching 25.2 of their audience. That was cut to 14.53 percent in November, and now sits at 11.34 percent.
Facebook is trying to make things a little easier for page admins by showing a breakdown next to News Feed of post and ad performance.
Several page admins have been seeing a feature that Facebook is apparently rolling out, where information about recent posts and ads shows up to the right of the News Feed. Hat tip to Kevin Mullett, Director of Product Development at Cirrus ABS, for sending this to Inside Facebook.
Facebook is making it easier for page admins to switch between pages they manage and their personal profile with clearer toggle buttons.
As pointed out to Inside Facebook by reader Alessandra Rossi and The Next Web Social Media Director Matt Navarra, page admins who control several pages can have the ability to easily change between posting as themselves and their pages. On a broader scale, page admins can switch back and forth between pages and personal profiles by choosing the option in the top right corner menu.
This gives admins easier access to changing voice on a post-by-post and comment-by-comment basis.
Social Media Jobs
of the Day
New York, NY
A Luxury Real Estate Developer
New York, NY
New York City / Long Island, NY
Los Angeles, CA
Popular Right Now
- Facebook announces the new Atlas: a cross-platform ad network
- What experts are saying about Facebook's Atlas
- How to deal with negative Facebook comments on your brand's page
- Study: Clickthrough rate continues to rise as reach drops on Facebook
- Study: Facebook fans who interact with the brand page make for higher-paying consumers