Facebook Tools and Enhancements

When we think about Facebook, we are still not sure what Facebook offers to a brand except for posting. Facebook has a list of features which I am sure many small/big brands are unaware of. Let’s see below about the various tools provided by facebook to enhance our experiences.

Facebook Business Manager

Business Manager lets businesses more securely share and control access to their ad accounts, Pages, and other assets on Facebook. Anyone in a business can see all of the Pages and ad accounts they work on in one place, without sharing login information or being connected to their coworkers on Facebook. .

It is highly advisable to have a Business Manager for Brands when they are sharing their details with agencies or have multiple brands.

It is a free tool by facebook and any brand can make their account by simply clicking to business.facebook.com

You require a personal facebook account to confirm your identity.

Facebook Global Pages

 

A scenario where a  brand has presence in multiple locations, each location ends up making their own Facebook page. Facebook itself provides a solution where a brand can be present at a global level and all local pages can be given the access to the country accordingly.

There are three types of Pages in the Global Pages structure:

• Market Pages: You can have as many market Pages as you want. You can customize who gets redirected to which Page, according to where they live and which language they speak.
• Default Page: this is the default page where a fan will be redirected if they do not meet any of the criteria you set for your market Pages. This Page also acts as the main username for your Page structure (e.g. www. facebook.com/brand). When people navigate to the default Page’s web address, they’ll then be redirected to the appropriate Page (market Page or default Page).
• Root Page: The root Page is invisible and overlooks the whole structure. The root Page gives you insights for all of your Global Pages. Admins of the root Page can also manage the Global Page structure at the targeting level, such as:
  • Add and remove countries
  • Add and remove languages

The beauty of Global Pages is that it allows advertisers to provide localized versions of their content for their customers all over the world, but with one universal brand name, total fan count, vanity URL, and global insights across their entire fan base.

To get started, go to https://www.facebook.com/business/resources/ and contact the Facebook team, to allow you to start creating Global Pages.

Facebook Power Editor

We all are used to work with the ads manager on Facebook. But Facebook provides a more powerful tool which is specifically designed to cater to advertisers who need to create lots of ads at once and have precise control of their campaigns.

Power editor requires Google chrome to be downloaded . You can download from the call to action button on this page https://www.facebook.com/business/help/162528860609436

Facebook Account Verified

When we have a facebook page and a good number of fans, our first aim is to get our page verified.

As quoted by facebook – “Some Pages and profiles have been verified by Facebook to let people know that they’re authentic. If you see a blue badge on a Page or profile, it means that Facebook confirmed that this is the authentic Page or profile for this public figure, media company or brand. If you see a gray badge on a Page, it means that Facebook confirmed that this is an authentic Page for this business or organization.”

Check out the link below
https://www.facebook.com/help/100168986860974

Facebook Merge

Being a small business we often come across situations where we tend to make several pages for the same business. And after a while we realize we can handle a single page only or rather need a single page only. Facebook realized this need and came up with Facebook Merge .

If you are stuck with various pages for your brand, go ahead and merge all the small pages to highest number fan page. Yes you do not lose on your fan base.

Just go ahead and merge the pages here – facebook.com/pages/merge

Facebook Custom Audience/Lookalike Audience

Custom Audiences let you reach customers you already know with ads on Facebook. You can upload a list of email addresses or phone numbers of at least 20 people and facebook will deliver your ad to those people if they’re on Facebook. You can also build audiences from the people that visit your website or from people who use your mobile app.

Check out this article on Facebook to create your own audience – https://www.facebook.com/business/help/170456843145568

LookAlike Audience –

This is a type of audience that’s created by Facebook to help advertisers reach people who are similar to an audience that they care about.

Create your lookalike audience – https://www.facebook.com/business/help/465262276878947

This is very important if you are looking to target the right audience for better conversions.

Facebook Live

Last but not the least is the recent entrant “ Facebook Live”

You are doing an event and want to cover it live on facebook, its simple now and available for all.

To start a live broadcast from your personal Timeline:

1. Log into the Facebook for iOS app or the Facebook for Android app
2. Tap  from your News Feed or Timeline
3. Tap
4. Write an optional description for your broadcast
5. Tap Go Live to begin your broadcast

You can be live from a page or an account. All your friends/fans will receive a notification on the same.

There are lot of help articles on facebook and this blog post has used the details from those articles. Facebook keeps on adding new features and we as users should make the best use of it.

If you have any queries regarding the tools above do not hesitate to comment below ..

 

 

 

SOCIAL MEDIA ROI

One of the most compelling challenges for the companies/clients which enter in social media is to calculate the ROI. Most of the time the agencies are speechless to their clients and the clients to their CEOs.

When it comes to numbers, Facebook, Twitter and Instagram all of them have huge metrics available to measure, but still when it comes to ROI the same metrics seem to be less important to figure out the right numbers in excel for the clients and CEOs. We are happy to say “Yay we have got 100,000 fans” and this becomes our success metrics. This indeed is not a great measure of success but still lots of people consider it as a great ROI metric when they compare their spending to increase Likes(so called unreachable/paid fans).

What is ROI?

How to calculate your return?

To calculate your return it is very important that we are first aware of our goals. What are you looking as the output from your campaign on social media.

Goals are not necessarily an online sale on the website but can be categorize into several things

• Filling out a lead generation form
• Signing up a newsletter
• Social Interaction(A comment or a share)
• Views on a Video
• Time Spent on a Webpage
• Reach a specific page on website
• Traverse minimum number of pages on website
• Post reach to a specific number of people

The goals are set up by the marketing team and senior managers, and should be fixed at the beginning of the campaign. Please note it is important to have specific goals from the campaign initially so that you can clearly map your results to that.

Social Media has 2 perspectives to it as they are shared Media –

Perspective 1

How to add a value to your goals on social media metrics

Perspective 2

Macro vs Micro Conversions

In simple terms there can be many micro conversions on page level but there will be one ultimate goal of your owned property(like website , blog etc) which is your MACRO Conversion.

Facebook launched conversion measurement protocol which will help to optimize your adverts. Simply follow the steps in below link to create facebook conversion pixels

https://www.facebook.com/business/a/online-sales/conversion-tracking

Once you have set the pixels, start tracking your GA (Google Analytics). You can also see the results on Facebook tool.

It is always recommended to track your conversions from one tool (GA preferred) or if you are a tool freak here is the list – http://www.adpushup.com/blog/web-analytics-tools-google-analytics-alternatives/.

You cannot keep tracking different medium conversions on different tools. In worst case put all your tools data at a common point under common metrics. (Will cover this in detail in my coming blogs)

The other way to go ahead on this is to create trackable links for different social medium- https://support.google.com/analytics/answer/1033867?hl=en

This will help you create trackable links by giving in details the Source, Medium, Campaign Name and other details. This can directly give you the conversions made by your social media separately. Make sure the links you are sharing on posts or ads are trackable to have a clear idea on all the details

Now when you see your analytics you can clearly see the number of Macro Conversions that you have made using ‘social’ in your reports

After analyzing the data from both perspectives (it is not ‘either or’ it is both) you can check out the marketing/advertising spend.

The total spend on the campaign will include your advertising spend on the different medium to increase reach, tools cost and time invested(if you want to include the hourly cost of your manager)

Make an excel for your company putting all the fields in detail, assign values and see the dollars which you or your marketing team is generating from Online Medium.

The final table will look like as below

Take spend into account for each of the channels and calculate the ROI. These figures will definitely give you a closer look to your social media channels in terms of spending.

Incorporate this exercise in your Social Media Reports to calculate and track the ROI. Do not forget to share this with your friends. I have to track my social media ROI too 😊