Tag Archives: FB

Facebook Cover Images: Dimensions July 2014

Have you taken a look at your Facebook business page lately – not just on your desktop computer or tablet but also via your smartphone?

Facebook now (Q1 2014) has more than a billion monthly active users who visit the site via mobile device, representing 79% of total Facebook active users, so if your Facebook page doesn’t look as smart as it should on mobile, you just could be discouraging three-quarters of your prospective customers/followers.

Facebook Cover Image Dimensions Have Changed

The most important visual element of your Facebook page is your Cover Image, which sits at the top of the page welcoming visitors. Below, you’ll see the real estate you have to play with (we’ve borrowed a template from these fine folks and added a few extra bits and pieces of our own).

Facebook-cover-image-July-2014

Looks complicated doesn’t it? The key point that you need to note is that the true active area that you have to play with (the area that should be safe on both mobile and desktop) is just 563 pixels wide by 175 pixels deep.

True Active Area Facebook Cover image

Yes, it’s a relatively small proportion of that seemingly glorious cover space, 851 pixels by 315 pixels, but the rest of your image is at risk of being covered by your profile photo, the title or category of your page or the like, follow and message boxes (except of course for the left and right-hand sides of the image, which simply won’t be displayed on mobile).

You still need to surround that active area with other imagery that reflects your brand values – but understand that most of that real estate is likely to vanish. A mobile visitor will never see it, while a desktop traveller may see only some.

Facebook Cover Images: Before And After

Here (gulp!) is what our Netmarketing Courses Facebook page, optimised for Facebook’s 2013 design, looked like under these new design parameters. Note that our subtitle “online training courses for businesses” was partly obscured by the profile picture.

desktop view 2013 Facebook cover image

The mobile view was far worse:

mobile view Facebook page 2013 version

So we gave our cover image an extreme makeover, shedding many of the design elements in favour of a centred logo, with the result below. It won’t win any awards but at least it communicates what we do (and we’re no longer losing any of the information featured in the image).

desktop view 2014 Facebook cover image

 

A quick look at the page on mobile shows that we’ve achieved our branding goals there as well.

mobile view 2014 Facebook cover image

It’s time for you to take another look at your Facebook page (start with your mobile device, ideally through the dedicated Facebook app) and see if you still scrub up as well as you should.

7 Obvious Signs That Your Organisation Needs Social Media Training

Time and again, we’ve seen that Social Media amplifies – sometimes for good, too often for bad or worse. Say something stupid in social media and there’s a better than even chance that the whole world will find out about it, far sooner than you think.

There’s really only one solution (and even that’s not guaranteed): learn what you should and shouldn’t say on Facebook, Twitter, Google Plus, LinkedIn and all those other social networks. Get some training before it’s too late.

So how do you know if you need social media training?

If your organisation exhibits any of these classic errors.

7 Obvious Signs That Your Organisation Needs Social Media Training

Social Media Warning Signs

Get yourself social media training fast if your business makes any of these mistakes:

1. Asking open-ended questions (and then ignoring the responses)

2. Getting into an argument and insulting your customers and followers

It was the customer service disaster heard around the Internet. An Arizona restaurateur, fed up after years of negative online reviews and an embarrassing appearance on a reality television show, posted a social media rant laced with salty language and angry, uppercase letters that quickly went viral, to the delight of people who love a good Internet meltdown.

Amy & The Cakes #fail

 

3. Not replying to questions and comments on your social media platforms.

Too many brands simply ignore what’s being said to them, with entirely predictable results. This graph from SocialBakers shows which industries are the best (and worst) at responding:

social media responses by industry

 

4. All you talk about in social media is yourself

Only 10% of what you talk about in social media should be yourself and your own products or services. The rest of your discussions should be about things that matter to your followers. Don’t be like this Donut shop, constantly posting meaningless pictures of donuts and drinks to an audience that couldn’t care less (3416 followers but less than a dozen likes per image).

donut posts that nobody cares about

 

5. Nobody’s talking about you

As you may have heard, Facebook is dialing back its organic reach. What that means, in a nutshell, is that even if someone likes your Facebook brand page, it’s most unlikely that they will see your posts in their newsfeed. That means, to all intents and purposes, that you’re invisible to your followers — unless (a) you promote your posts to them; or (b) you write posts that are sufficiently interesting and engaging that they get shared by the few that do see them (and thus get out to a wider audience).

The Star Wars page on Facebook, for example, despite 11 million followers, was only averaging around 15,000 weekly talks — until May the Fourth (“be with you”), when interest surged and more than a quarter of a million people found Star Wars worth talking about again on Facebook.

May the Fourth Be With You

 

6. Everybody’s talking about you (but not in a good way)

Justine Sacco, head of public relations for UK media giant IAC, flew towards Africa in December 2013, blissfully unaware of the uproar caused by her final tweet before boarding her 12-hour flight.

Justine Sacco

Even though Ms Sacco had a mere 200 followers, the tweet went viral even while she was flying. Her tweet was universally condemned as racist, resulting in the hashtag #HasJustineLandedYet trending worldwide. Unsurprisingly, Ms Sacco lost her job, her former employer apologised profusely and several AIDS charities received donations from appalled twitterati.

 

7. You post too often (or too seldom)

How often should you post to your social networks? That depends on (a) your networks; and (b) your followers.

If you’re posting to Twitter, for example, and reaching out to a business audience, then posting (variations on the same information) at three-hour intervals during the business day is acceptable — very few will see more than one post, given the transient nature of Twitter.

On the other hand, posting to a consumer audience via Facebook should be less frequent, because posts are likely to linger more there. Take a look at your Facebook page Insights data (via your Page Manager dashboard) and view “When Your Fans Are Online” (under “Posts”).

when your fans are online

Post perhaps twice a day, at times that coincide with most of your fans being online.

fans online

 

Once you realise you need Social Media Training

We would be remiss if we didn’t point you to our range of social media courses: overview here.

  • If you want a comprehensive overview of Social Media Marketing, its principles and its practices, start here
  • If you want a rundown of the latest developments, check out our Advanced Social Media Marketing course here
  • If you want to market your business on Facebook but don’t know how, our Complete Facebook Marketing course is the place to start
  • If you’re already active on Facebook but think you could be doing it better, our Facebook Accelerator course could be the one for you
  • If you operate in the B2B space, we strongly recommend you learn How To Use LinkedIn Effectively
  • If you plan to use social media but won’t be hands-on yourself, you should take a look at our course covering How To Prepare An Effective Social Media Brief
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Facebook Revamps The News Feed

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Facebook just announced a revamped version of its News Feed, which it is starting to roll out around the world. The Facebook video above (supplied via CNET) highlights the key points:

1. User Controls of News Feed Content

Users Can Choose The Contents Of Their News Feed

Users can now determine exactly what populates their News Feed.

PC World explains this new approach:

The existing News Feed displays a mash-up of posts from friends alongside Facebook pages you’ve liked . Those posts include check-ins, photos, videos, and status updates in some arcane order determined by an algorithm. The updated News Feed, by contrast, separates  types of content, and lets users choose to view only photos, or only music, or only updates from businesses like yours—in other words, the pages they’ve liked.

TechHive drills into more detail about the new News Feed options:

The Music feed

One of the biggest changes to the design is the way it handles music. There’s a new feed to deal only with music-related stuff. You just choose the feed from a feeds drop-down list at the top right of the page.

Facebook News Feed

Music feed

The Spotify music your friends are listening to is now featured in the music feed. Facebook has moved your friends’ song listens out of the old ticker at the right hand side of the screen, and into the music feed.

And Facebook is doing a lot more with those Spotify listens. It looks for artists and songs that multiple friends are listening to and groups them together in an article in the news feed. The article contains a large picture of the artist, and at the left you can see all your friends who’ve listened to the artist lately. Mouse over any of the pictures and you can see what those people said about the artist.

The Following feed

Facebook News Feed

Some of these themes are continued in other feeds. In the Following feed, Facebook now builds media rich articles using content from the pages of publications or public figures you like. For instance, if you follow the Onion’s page, you might see an article in your feed with the three most recent articles from the publication. Each article has its own image, and a 20-word summary. You might also find in-page videos of public figures you follow.

The Photos feed

Facebook News Feed

Photos feed

The Photos feed simply displays all the posts that include photographs. The photos appear larger in the feed, as well as the text around them. Even the text in the comments boxes below the photos appears to be a little bit bigger than before. At the top of the Photos feed page, you’ll find a small header image that incorporates one of the images from your feed. (Actually, all the new feeds pages have these header images.)

2. Larger Pictures for More Visual Impact

Images are to be given much more priority in the new-look News Feed, for which we can probably thank Pinterest and Instagram (and the fact that, as revealed by Mark Zuckerberg, 50 percent of the content in the Facebook News Feed already comprises photos and videos). Little wonder, then, that the News Feed is being given a visual makeover.

Here’s what you’ll see if you look at a typical Facebook News Feed now:

Current Appearance of the Facebook News Feed

And how it will look once the revamp rolls out:

Larger Visual Images in Facebook News Feeds

3. Facebook Albums Look Better Too

From this:

How Facebook Albums Look Now

To this:

How Facebook Albums will look

4. New Look For Shared Stories

Perhaps the most dramatic change is to the way that links are shared on Facebook. You’ll be familar with the current appearance:

How links are shared on Facebook

Look again:

The new look for shared links on Facebook

The new Sharing layout resembles (and was probably inspired by) the table of contents of a magazine. The new look includes:

  • A much larger image
  • A more prominent title
  • And a longer summary that tells you what this article is about

Facebook is also starting to add the logos of the publishers in the corner, its own effort to add authority and credibility to the shared content.

5. Desktop Mobilised

Facebook Looks The Same Across Desktop and Mobile

This visual makeover will see Facebook adopt similar layouts across both desktop and mobile, taking advantage of recent mobile styling.

What About The Marketers?

Collectively, the changes add up to a bold new look to the Facebook News Feed, at least for consumers. But where are marketers in all this?

AdWeek reported on the reaction from the marketing industry:

Many marketers gleefully anticipated that the content-specific feeds that Facebook was reportedly prepping would improve their ability to target ads. But when Facebook announced the new feeds on Thursday, advertisers were all but shut out—many of them feeling none too happy about it. CEO Mark Zuckerberg said the company has yet to determine how it wants to handle ads in the four new feeds.

The ability to target, say, image-rich ads to the Photos feed, or promote a brand-related jingle to the Music Feed ads would be “definitely a great opportunity for advertisers. I don’t know why they’re not making that available right now,” said Performics global CEO Daina Middleton.

Facebook isn’t leaving Madison Avenue completely in the dark. After the announcement, the company emailed marketers with a follow-up overview of the new feeds and design “and said right now ad units aren’t going to change,” said iCrossing’s head of social media Amanda Peters, who received such an email.

Despite that outreach, “I was surprised that there wasn’t any mention of ad units [during Thursday’s announcement],” Peters said. “I think [the new feeds] do present an opportunity for new units and potentially more dynamic units, more targeted units for specific feeds. My guess is that would come very soon.”

But maybe marketers shouldn’t be surprised about a lack of initial ad talk, given past Facebook announcements regarding product changes, said MEC managing partner and social practice lead Kristine Segrist.

“I feel like historically whether it was Timeline or other big platform changes, they roll out the user experience first, get some learnings, test it in the wild, then roll out the accompanying ad products,” she said. However “the scary story for marketers is whether users have newfound controls and can choose to spend time where brands or businesses can’t be part of the conversation.”

“There will be a section of the new News Feed dedicated to pages that users have liked”, says Tony Bradley. However:

Borrowing the personalized newspaper analogy, that section will be the equivalent of the classifieds section.

It’s fair to assume that the users who have liked your Facebook page are at least peripherally interested in your products and services. However, people spend time on the social network to be, well, social.

Their first thought won’t be, “Hey, I wonder if that company I liked has anything new to say.” It probably won’t be their second or third thought, either.

Don’t wait for users to find you in the equivalent of the classifieds. To stay in the game and engage with your community, take your business to them. How do you do that? Use lots of photos and videos to help you business show up in the sections of the new Facebook News Feed, such as Photos, that will have the most traffic.

In other words, even in the new-look Facebook News Feeds, old-fashioned Engagement is as essential as ever.

The Hobbit, The Facebook and The Wisdom Of The Crowd

New Zealand has been a little obsessed with The Hobbit in the lead-up to the world premiere — well, the NZ media have, anyway, with more television coverage devoted to the meanderings of Middle Earthers than with anything since the Rugby World Cup.

But, we wondered, has all this media attention translated into word of mouth amongst the people? What do us ordinary folks think about all this palaver? Are we mere mortals talking about The Hobbit as much as we might?

We delved into our ongoing monitor of some 8000 NZ and NZ-related Facebook pages to find out.

The Hobbit

If we look back to the beginning of 2012, we find that The Hobbit‘s Facebook page had 385,739 likes and 8,202 People Talking About the page on the 29th of January.

Fast-forward ten months to today, 1 December 2012 (with the movie’s release just under two weeks away), and those numbers read 830,164 likes and 120,395 People Talking. Massive gains, especially when it comes to the buzz.

There’s a bit more to Middle Earth than just The Hobbit, of course. There’s Air New Zealand and its Hobbit-themed marketing, another 68,633 chatting about the inhabitants of the Shire:

The Hobbit

Add in another 30,167 supporting 100% Pure New Zealand as our tourism marketing kicks into full swing behind the movie:

The Hobbit

And, of course, let’s not forget our very own Sir Peter Jackson, whose own Facebook page has been attracting the attention of another 92,935 wanting to be heard.

The Hobbit

And last, but by no means least, there’s the mothership itself, the Facebook page patrolled by nearly eleven million followers of The Lord Of The Rings Trilogy. 236,547 are Talking About that page — and you can be assured that a healthy number of those are focussed on The Hobbit round about now.

The Hobbit

Add up all the chitchat (just on these official pages) and that translates to more than half a million Facebook mentions of The Precious, just by one simple measure alone. Not all Kiwis, of course, but clearly the Crowd is indeed Wise when it comes to the Third Age.

The Hobbit Likes: Trending Upwards

We took a look at the three primary Hobbit-related Facebook pages (The Hobbit, Peter Jackson and The Lord of The Rings Trilogy) over the last three months. Once we indexed the pages against their starting positions (i.e. the number of Likes for the first week shown), we saw steady growth, with people Liking The Hobbit up nearly a quarter in that time period:

The Hobbit

Our conclusion from all this number-crunching: The Hobbit has indeed attracted solid word of mouth thus far, both locally and internationally, not just media hype. With two more movies still to go, we can expect the buzzing to continue for the next eighteen months, at least.

How to use Social Media for Business: What to Track

Companies in New Zealand and around the world are now starting to use social media for business purposes more effectively, tapping into tools such as Facebook and Twitter, to market their services and to communicate more effectively with their customers.

According to a recent study reported by the Los Angeles Times, around 90% of U.S. small businesses are now using social networking platforms. That’s the good news.

Slightly less cheerful news, however, comes from a study by eConsultancy and Adobe, which finds that there’s little deep tracking going on by those who use social media for business.

use social media for business

One In Five Companies Who Use Social Media For Business Do Virtually No Tracking

You’ll recall the old saying “Half of my advertising is wasted. I just don’t know which half.” That situation was almost acceptable in the context of mass marketing, where companies cast their advertising upon the vast watery expanse of print and broadcast media and the only way to figure out what was working was to count the number of sales you made (or, more likely, how often the Chairman was told “saw you on TV” by his golfing buddies) — but when you’re dealing with one-to-one methods such as social media, it’s simply poor business practice not to know what results you’re achieving.

So what should you track?

To answer this question, let’s just focus on Facebook for now. Through Facebook’s built-in Insights tools, you can track:

  • Likes. That, sadly, is where many marketers start and stop their tracking. In our view, that’s a lot like monitoring the number of people who come into your store — but not bothering to track whether or not they buy.
  • Talking About. Knowing this information is a big step up. Social Media, as the name suggests, is all about talking – engaging with your followers, and having them engage with you. Take a look at how many of your fans were actually “talking about” you last week, and calculate that as a percentage of your overall followers. The whole idea, when you use social media for business, is to engage — otherwise, you might as well devote your time and money  to mass media advertising instead, you’ll reach far more people.
  • Reach. Facebook calculates how many people saw your posts, either directly or via your followers. This will be low at first, but don’t worry — one of the first lessons to learn when you set out to use social media for business is that size (of audience) doesn’t matter. Engagement is the key.
  • Sentiment. It’s good to have people talking about you, but if they’re not saying nice things, clearly something’s rotten in the state of Denmark (or Dargaville). Still, it’s better to know when bad things are being said (rather than remain in blissful ignorance) — it may be hurtful, but at least you can do something about it. So how do you measure sentiment (without poring over your own Facebook pages every other moment)? Start with a free Sentiment Analysis tool such as the Chrome plugin offered by Viral Heat, and consider other, more powerful paid options as budget allows.

What else can you track to use social media for business effectively?

As the graph above suggests, Revenue is an obvious measure (and one which will matter most to your CEO and CFO). “Why am I spending so much time on Facebook? Take a look at these sales!”

How can you track revenues and attribute them to your use of social media for business marketing?

  • If you sell online, use a unique web link to send people from Facebook (or whatever social media site you’re using) to your website
  • If you only sell offline, make an offer that’s unique to your social media efforts (eg “free giftwrap when you quote OFFER FB”)

Traffic

Another metric that many of those who use social media for business choose to track: how much traffic was driven from their social media pages to their website. We don’t want to delve into the technical aspects here — suffice it to say that your webmaster (if you have one) will tell you what you need to know about setting up Google Analytics to monitor such efforts.

Social Media Training

If you’d like more detailed advice on how best to use social media for business, we encourage you to check out our social media training courses.We cover a variety of topics, including:

The courses are all online and they provide comprehensive explanations of tracking and the many other aspects that matter when you use social media for business.

Upcoming Enhancements from Facebook

At Facebook’s September F8 Developer conference, CEO Mark Zuckerberg introduced a range of new features tied around the Open Graph protocol. What’s Open Graph? A clunky name for the software hooks that enable developers to link their website content back to Facebook, so that stuff people do on your website gets reported back to their friends.

What are the new features? Here’s a taster video:

For the geeks among us, here’s a link to the documentation.

These new features are still in development, but you might like to give some thought to how you might use them to socially supercharge your own website.