Recently, Facebook has announced a number of updates to Facebook Pages. These include updates to Facebook Analytics, authorization for Pages, Page improvements aimed at small businesses, and updates to Facebook Advertising.
To use the new Facebook Analytics features, you must be using the Facebook Pixel on your website. If you don’t have it set up, you can find more information here.
The new Facebook Analytics uses machine learning algorithms to help you understand how customers are finding you, and where your best customers are coming from. You can read more about Facebook Analytics here.
Authorization for Pages
Facebook is requiring admins for pages with a large US reach to authorize their account with 2-factor authentication and to confirm their primary country location.
This information will be used to show Page History in the Page Info and Active Ads section of the page. The Page History will include when the page was created, any page name changes, and any merged pages.
There will also be a People Who Manage This Page section, with information about the primary countries of all the page admins.
Facebook says “Our goal is to prevent organizations and individuals from creating accounts that mislead people about who they are or what they’re doing. These updates are part of our continued efforts to increase authenticity and transparency of Pages on our platform” (read more).
Improvements for Small Business Pages
Facebook is making changes to Pages, Events, and Jobs, to better serve small businesses.
People can now post recommendations to your Page. They can include text, photos, and tags in their recommendations. According to Facebook, “Recommendations will also help you reach people while they’re searching for or talking about your business” (link).
You can read more about Recommendations here.
Facebook has introduced more Page Templates with specific action buttons on mobile, like book an appointment or order a pizza. Make sure you pick the correct Page Template for your business.
You can find out more about Facebook Page Templates here (scroll down to the section titled Optimize Your Page).
People can now view your Page Story by clicking on your Page Profile Image. Composed of images or short video clips, your Page Story provides another way for people to engage with your business.
To find out more about Page Stories on Facebook, click here.
Feature Business Information
Depending on your Page Template and other settings, business information like your hours, Recommendations, menu, etc. can be prominently displayed on your Facebook Page.
You can now sell Event tickets directly through Facebook, as well as create Event Ads to promote your events.
Find out more about Facebook Events here.
Facebook will be rolling out their Jobs feature to all businesses across the world in the next few months.
This feature allows you to post a job on your Business Page and for people to apply through Facebook. You can learn more about it here.
Facebook has removed “over 5,000 targeting options” from the advertising platform. The example they give is “limiting the ability for advertisers to exclude audiences that relate to attributes such as ethnicity or religion”.
Facebook is also rolling out a certification for advertisers “to underscore the difference between acceptable ad targeting and ad discrimination” (link).
Video Creation Kit
Facebook has introduced a new tool for advertisers to take your existing images and text and turn it into a mobile-optimized video ad. According to a study commissioned by Facebook, “mobile-first creative has a 27% higher likelihood of driving brand lift and 23% higher likelihood of driving message association compared to video ads that are not optimized for mobile” (link).
Where do I start?
Facebook has made a lot of changes related to the increased scrutiny they have received lately, and hopefully, there are features here that your business can make use of today.
If you’re not sure where to start, I would recommend beginning by updating your Facebook Page info. You can find Facebook’s Page Setup Guide here and you can find directions on how to change your Page Template here.
Once your Page Template and information is updated, then start requesting recommendations from your customers. Remember that most people don’t mind providing these for businesses they like but you do have to ask for them.
Then, try out the new features and see what works for your audience!
If you’re in the Indianapolis, Indiana area, we have an upcoming workshop you might want to check out. To find out more information about our Facebook Business Pages workshop, click on the button below!Go to the Workshop