Small “See All” Change Could Spell Big Trouble for Marketers On Facebook

Tuesday, 31 March 2009

Unless you’ve been living under a rock, you know that Facebook made some changes recently. Facebook Pages for business and the home page layout have both undergone major overhauls, but there are also a lot of other little changes sprinkled throughout the site.

One of the seemingly insignificant ones that could get a lot of people (and by people I mean marketing and/or advertising professionals) in trouble is a small tweak to the “See All” feature for members of Groups and fans of Pages.

It used to be that when you searched for a group or page, usually by an interest keyword such as “Buffy the Vampire Slayer” or whatever else you’re into, you would be shown a list of search results for People, Pages, Groups, Events, Applications and Web mentions of your search phrase. Then you could refine your search by selecting a tab of what you were interested in, like becoming a fan of the Buffy Page.

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Facebook Friend Lists: A Numbers Game

Wednesday, 25 March 2009

I was having a mini-Twitter discussion yesterday with @DanZarrella and @ChrisMusial on using Friend Lists within Facebook, specifically about the math and logic involved in creating list of Facebook friends. Facebook Friend List segmentation is a useful tool, particularly if you have a lot of different kinds of friends or are setting up a Profile for a public figure of some sort.

Most average Facebook users don’t see the value in creating Lists of friends, but Lists can be helpful for even the most basic and stereotypical Facebook tasks. Raising money for a charity run or alerting people of a new phone number is infinitely easier if your friends are already broken down into Lists.

The advantages of using Facebook Friend Lists for business and marketing purposes are fairly obvious and abundant, but the biggest draw for the average, everyday user is, or should be, that they can “label” their friends for easy adjustment of Profile Privacy Settings.  Creating Friend Lists may sound harsh or judgmental, but this categorization happens every day in real life; Facebook just allows you to put it to good use.

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Facebook SEO Part 3: (New) Pages

Tuesday, 10 March 2009

Admittedly, this post is less “Search Engine Optimization” and more “New Page Structure.” But if your SEO tools and tricks are rusty, go back and read SEO for Facebook Groups or SEO for Facebook Events to get a better handle on using keywords to improve not only your Facebook search rankings, but your organic results as well.

Facebook SEO in a nutshell: include keywords, post content frequently and think synonyms.

Navigating the New Facebook Pages

Facebook Pages recently underwent a major overhaul, bringing them more inline with personal profiles and breaking a lot of the barriers formerly encountered by business pages. Ostensibly, these changes are meant to help users connect better with their favorite brands and streamline the Facebook experience, but they also benefit the brands and businesses on Facebook—especially from a marketer’s perspective.

However, as with all Facebook changes, there is an adjustment period where people are confused or annoyed by the shift and people stop using the changed portions of the site. Many will peek at the new Pages, cringe, and come back in a few weeks after playing with the album app for awhile.

Believe it or not, this is good news if you don’t have a Facebook Page yet, or have a kind of “eh” one right now. This is the perfect time to blow the competition away with a better-than-ever-before-possible Facebook Page that makes use of all the new features and functionality, instead of just trying to retrofit your old page to the new system.

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Facebook Pages have been and will continue to be indexed by search engines; this means that unlike Facebook Groups and
Facebook Events, your Page will be visible in Google search results and can be viewed by people who do not have a Facebook account. So, make sure you’re applying your SEO knowledge and including keywords in your content, both for Facebook and overall organic search.

In other words, even if you don’t think that Facebook is a perfect fit for your company, it can’t hurt to set up a Page and put in a little effort. If nothing else, think of it as part of your overall SEO strategy.

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Facebook SEO Part 2: Events

Thursday, 05 March 2009

If you haven’t read the previous post on Facebook Group SEO, I suggest going through that first before diving into Events. Groups are a little bit easier to grasp in general, and there’s a lot of overlap in the setup fields, so that post is an effective way to position this one and get you up to speed.

So go learn some basic Facebook Group SEO, then come back here for part two on Facebook Events.

Facebook Event SEO

Events are easy to invite people to, just like Groups, but there is a little more setup involved and a few tricky spots. But, they are much easier to grasp and promote than Pages and make a great complement to a Facebook marketing endeavor.

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Facebook SEO Part 1: Groups

Thursday, 05 March 2009

There are lots of things you can do, create and interact with on Facebook, each of which also has a number of its own internal elements. Each piece of Facebook functionality can be used in harmony to create a full-scale Facebook promotion effort that utilizes the entire network and the strengths of each tool for maximum reach. Sound like a lot of work? Doesn’t have to be.

You already know all of the tools I’m talking about: Pages, Groups and Events are the three heavy hitters. Literally, anyone can set one up; it’s the setting up well and maintaining that become stumbling blocks.

Much like my Privacy Settings Guide, I’ve created a three part series on Facebook promotions using SEO techniques. This step-by-step guide takes you through setting up a Facebook Group, Event and Page that will not only rank well within Facebook, but also attract people to join and stand out from the clutter.

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