As the nationwide four city series of half day conferences showcasing the latest trends in Facebook marketing comes to a close today in San Fransisco, the rigorous approach to the Facebook marketing remains. After attending the Chicago session earlier this week, I have compiled a robust list to assist you uncover the latest marketing mysteries.
On yesterday’s post, I started to share some tidbits in attempt to help make sense of the marketing madness. These facts, trends, tips and whatnots were presented by the dynamic duo of Dennis Yu and Justin Kristin, otherwise known as “genius” and “geek with social skills.”
Let me unroll the next handful of facts, trends, tips and whatnots on Facebook marketing here:
D. TREND: 84% of Facebook fans are your existing customers.
E. TIP: Don’t put everything about your company on your fan page. Only use highly engaging comments on your wall posts. Every wall post should speak as the brand, invoke emotion and engage with customers. Don’t forget your brand, its voice, style and emotion it has been created to evoke.
F. FACT: Marketers can access very detailed demographic data including location, gender, age, hobbies and more from Facebook fans.
G. TREND: “The issue is not what kind of data can we get, it is what do we do with all of the rich data now.” says Dennis Yu. When he asked the question, “Who in the room is using fan-leveled data for marketing?” Only one person of about 100 raised his hand.
H. WHATNOT: When you analyze Facebook fan activity, one metric to note is from each wall post, consider this: What % of your fans saw the post on their feed? Then, what % of them acted with a click? This detail shows you how effective your wall posts are spreading and just how influential your Facebook marketing currently is.
I. TIP: Aim for at least 50% of impressions and 1% feedback on each wall post. This shows a thriving page. However, if your Facebook pages are zero comments or likes, your page is in a dead zone and you must overhaul your content strategy.
J. FACT: Edge Rank, is a mathematical formula that Facebook uses to measure value. It is based on the connections of engagement, or “points of influence” to determine whether a wall post will be displayed in feeds or not. Data points like gender, location, hobbies, friends, time of day, all work together to rank your feed. This is similar to Google’s algorithms and top results from search terms.
K. FACT: Edge Rank values comments more than likes.
More FACTS, TRENDS, TIPS and WHATNOTS will be rolling out in the next post of this series. They will unveil some answers to Facebook advertising and more. Better keep your sleeves rolled up as we continue to stretch your Facebook mind. If you attended any of the presentations of the Facebook Sessions series and there are additional tips and tidbits that you found particularly fascinating, please share!
About the Author: Andrea Cook is a brand builder, buzz generator, media developer and out of the box razzle-dazzler. She works for marketing agency in Indiana called The Midas Center. As owner of iHEART Green Media, she creates media for street-corner communities that promote all that is good in the marketplace for local businesses and the quality of life in small towns.