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. 

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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New addition: menus for restaurant Facebook pages

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Facebook has added a cool new feature for restaurant-based Facebook pages: menus. Now, thanks to a partnership between Facebook and SinglePlatform (a Constant Contact branch), restaurants with a page can now have their actual menu right there on their timeline for both mobile and desktop.

Restaurants who have uploaded their menu through SinglePlatform can easily have their menu accessed from the Facebook page in tab form, so users can get a full sense of the eatery before they go. This helps restaurants put their most important information right on their Facebook pages.

Pete Chen, Vice President and General Manager of SinglePlatform, wrote about this new feature:

You probably already know that Facebook is an excellent tool for engaging loyal customers and spreading the word about business activities. Having a menu easily available on Facebook is convenient for those who regularly interact with your brand there. No longer do they have to open a separate browser window or different app; everything they need is right on the local business Page.

SinglePlatform restaurant customers can now insert their menus on their Facebook Page as a new tab right next to their ‘photos’ and ‘likes’ tabs. Any change—from new menu and drink items to weekly specials—can be made directly from their SinglePlatform account, and it will be reflected on their Facebook Page and elsewhere across the SinglePlatform publishing partner network.

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Facebook’s organic reach is declining — what do you need to do?

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One of the biggest topics in the Facebook marketing world right now is the decline of organic reach and the rise of Facebook advertising. Facebook page admins built their fanbases, sometimes through page like ads, and now they feel like they’re being bait-and-switched by being asked to advertise again to reach those same fans.

So, what can a frustrated Facebook marketer or page admin do? That’s what we asked Lance Neuhauser, CEO of Facebook Preferred Marketing Developer 4C (ads and insights). Neuhauser discussed the twilight of pure unpaid reach on Facebook and shows where smart marketers can find opportunity in an increasingly paid media world.

Inside Facebook: What is your reaction to the changes that Facebook has made to the News Feed algorithm and the diminishing organic reach?

Lance Neuhauser: If we realize that social as a whole is the world’s largest collection the least-biased observational data that has ever existed, and we realize the benefits that that has for marketers, then the goal for us as marketers to make sure that data set remains observational and it truly is indicative of user behavior and it really is as least-biased as possible. If we take this long-term view, then I would hope Facebook would continue to advance their algorithm, change what enters their News Feed and the user interface as a whole as much as humanly possible in order to provide the best possible user experience.

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5 things your business needs to consider before starting a Facebook page

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Facebook has 1.15 billion users. Each of these users spends an average of 8.3 hours a month on the site. You don’t have to be a genius at math to work out that this social media giant is a force to be reckoned with.

It’s no wonder that wherever you look, people are telling you to hop on board the Facebook bandwagon. It makes sense to try and connect with this phenomenal audience.

Facebook can be an extremely powerful tool for small businesses. When approached with care, it can grow your business in ways you never thought possible – if, and only if, it’s done properly.

Before you go charging into the world of Facebook with all your barrels blazing, there are a few things that you need to consider. Pay attention, plan carefully, and you’ll soon be ready to get a piece of the Facebook action.

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