The Facebook Cover Photo –prime real estate for you to visually represent what your company is all about. Are you adhering to the latest guidelines? Is your cover photo compelling enough to draw user engagement?
Facebook has proven to a valuable asset for many businesses over the last several years and has helped many companies expand their online presence considerably. From “mom-and-pop shops” to some of the world’s largest and most recognizable brands, Facebook has been targeted as one of the top marketing and advertising platforms on the Web.
In fact, Facebook is second only to Google in terms of unique visitors per month and this nearly unparalleled visibility gives the network a considerable audience (currently over 1 billion active users worldwide) and provides businesses an opportunity to have their products and services showcased around the world.
However, like all marketing and advertising zones, Facebook maintains guidelines which all of its users, including businesses, must adhere to. Following Facebook’s gradual deployment of the controversial Timeline feature last year, many companies attempted to capitalize on new functionality such as the Cover Photo. The large banner which spans the upper third of all Facebook profiles and business pages is, ostensibly, prime real estate for advertisers and marketers. Facebook understood this and created a set of guidelines strictly pertaining to the new Timeline layout.
The latest and arguably most important revision to these guidelines: Cover photos must now be primarily imagery and only as much as 20% of the photo itself can be composed of text.
This update is aimed at businesses which utilize the cover photo as an advertising tool rather than a branding resource. With imagery now playing a larger role than ever before, Facebook marketers and advertisers will need to utilize more captivating and engaging photos to gain exposure and increase brand awareness.
Going “Under Cover”
Facebook cover photos are still an integral part of the network and businesses should continue to recognize them as such, but while these photos are expected to be lighter on text in the months ahead, there are still several areas where text content is essential to create an effective Facebook marketing strategy. Profile/About fields, Timeline posts and image captions are more than just informational – they’re valuable!
These should be used to include links back to your site and critical information about your business, as they each represent possible conversion opportunities and can provide more relevant site traffic.
Like Search Engine Optimization & Marketing, Social Media Marketing requires a balance of skill, research, knowledge and data collection. Over the next several months, many businesses will undoubtedly unveil new Facebook cover photos in order to abide by the new guidelines and a new form of “Visual Social Marketing” will emerge as brands try to create more effective imagery. With popular networks such as YouTube, Pinterest, Instagram and Tumblr at the forefront of an online “image revolution,” businesses will need to adapt in order to provide a more visually-enhanced user experience to remain successful in the highly competitive social media marketplace.
What images visually represent your company’s mission and values?
The folks at Nielsen are pretty good at media market research and providing extensive (and more importantly accurate) data within various verticals including entertainment, advertising and recently, a growing industry which combines both: Social Media.
In this year’s Social Media Report which Nielsen released earlier today, a staggering statistic was revealed regarding social media usage – Americans collectively spent 121.1 billion minutes on social networks in July of 2012 alone!
Image Courtesy of Nielsen
According to the infographic published by Nielsen, 5.7 billion of those minutes were logged via mobile devices, 40.8 billion were through apps and somewhat surprisingly, 74 billion minutes were attributed to desktop/laptop users. Even more surprisingly, apps and PCs experienced significantly more growth in this sector than smartphones and tablets.
What’s less shocking is Facebook’s continued dominance in the social media industry. The world’s largest social network accumulated an average of over 300 million visitors per month this year. Facebook also proved to be the most engaging network in terms of audience retention, as users spent more time on the site than any networks such as Google+, Twitter or Pinterest.
Speaking of Pinterest, the up-and-coming, visually-appealing social startup has earned the title of Fastest Growing Network of 2012, having grown by over 1,000% since 2011. Blogger, Twitter, WordPress and LinkedIn were amongst the other top networks this year.
What do these stats mean for business owners? Most importantly, they’re an undeniable indicator of social media’s staying power and usefulness as a marketing tool. Every minute that a user spends on a networking site sharing, following and liking is another opportunity for businesses to achieve greater consumer awareness and gain new customers. With literally billions of minutes a month being spent on social media, those opportunities are virtually limitless.
Furthermore, these statistics show that while Facebook is the most obvious target for Social Media Optimization & Social Media Marketing campaigns, rapidly emerging networks like Pinterest are truly capable of gaining market share and getting noticed in the social media landscape and shouldn’t be overlooked as potential marketing platforms. The data speaks for itself: Social Media is a valuable resource for businesses and those not utilizing it are undoubtedly missing out on one of the world’s largest and most effective promotional outlets.
What are your thoughts on Nielsen’s 2012 Social Media Report? I’d like to know your thoughts on how social media marketing will change in the year ahead. Leave a comment below, send an email or a tweet with your opinions and insights on the future of Social Media!
Of all the popular social media companies out there, Facebook always feels like the most troubled. It also has more users than any of its competitors, so criticism is easy to come by. Ever since it’s lackluster IPO, the company has been scrambling to come up with a way to reassure investors that they are worth the billions they were valued at. Responding to market pressures, Facebook has aggressively pushed the message that they are focusing their energy on becoming a mobile service first and foremost. As more and more users access the internet primarily through their phones, Facebook is rushing to change the way they operate in order to meet the needs of changing demographics.
They’ve restructured their staff, requiring all of their developers to have skills in mobile application development. Whereas previously the company had a small, dedicated staff that worked exclusively on mobile, now mobile is factored into every project. For example, the team which develops the Messenger service (you know, the Facebook instant messaging feature that is both really useful and often infuriating?) also has to develop for the mobile app version of Messenger at every step of the way.
The most important thing Facebook needs to tackle first is getting its mobile app working properly. If you own an iPhone, you’ve no doubt noticed the constant updates that keep coming out. As of late, they’ve all been for the better! Hopefully with time they can get the app moving fast enough that it’s always an enjoyable experience.
In recent years, mobile Internet usage has increased dramatically and smartphones, tablets and other mobile computing devices are now the primary point of connectivity for a rapidly growing mobile demographic. For Internet marketers, reaching this massive user base is essential in creating more effective campaigns.
In order to truly achieve optimal visibility throughout social media, developing mobile-friendly sites, pages and content are a must. With Facebook and Twitter ramping up their mobile advertising efforts, it has become easier for social media marketers to build campaigns which target tablet and smartphone users, but even with some help from the networks themselves, it is still important to fully understand the metrics of mobile online marketing.
The Big Difference
The most critical aspect to keep in mind when developing mobile-specific content is compatibility. Does your site have a design that looks good and loads quickly on a tablet or smartphone? Is your rich content mobile-friendly? If not, any pages or content shared throughout the mobile Web is virtually useless. Additionally, social media marketers can take full advantage of popular apps such as Instagram in order to generate more original content geared toward mobile users.
The impact of mobile device usage on social media campaigns is already being noticed and as new “must-haves” such as Apple’s iPad Mini, Google’s Nexus 7 and Microsoft’s Surface make their long-anticipated debuts this holiday season, the market is expected to grow even larger in the months ahead. Every social media marketer should pay attention to their mobile audience and understand the value of building campaigns with this ever-increasing demographic in mind.
Although this year’s election has been the most expensive in US history to date (with a total price tag of over $2 billion), the most significant platform utilized by both Romney and Obama to enhance their visibility throughout the campaign may, surprisingly, be the most cost effective, as well. Social media first proved its worth in the political arena during President Obama’s groundbreaking 2008 campaign. The usage of YouTube and Facebook to connect with a vast, diverse audience had undeniably helped Obama pull ahead in the polls and capture coveted demographics in crucial swing states such as Ohio.
By creating a new form of “digital grassroots” campaign, Obama was able to successfully reach voters who spent more time on Facebook and YouTube than watching C-SPAN or reading political publications. Additionally, the least expensive element of Obama’s campaign proved to be the social media component, as the President’s social following was largely organic and the campaign’s online ad spend was far less than its print and television counterparts. The first ever “Social Election” was a complete success and had paved the way for future campaigns.
Fast Forward to 2012…
As the incumbent, Obama now maintains a sizeable lead in terms of social following. As mentioned by both Todd Bailey and Mike Stricker in our “Social Media & Election 2012” Web series, Obama’s following has been substantially greater than Mitt Romney’s on networks such as Facebook and Twitter since the outset. However, Romney’s campaign has placed a strong emphasis on social media and this has made the race to the White House much more competitive.
While the size and scope of this campaign has been greater than any before it, the role of social media marketing has played an instrumental role in the overall reach of the campaign. Going forward, candidates will almost certainly need to make social media a major part of their campaign efforts in order to raise awareness and establish themselves amongst the ever-expanding Internet audience.
SEO is almost constantly evolving, growing and becoming more complex, but regardless of how search engine optimization techniques change; content will always be an important component of online marketing initiatives.
While a majority of my posts emphasize the benefits of rich content and multimedia within Internet marketing campaigns, the role of blogs, articles and other on-site text is as crucial as ever before. In fact, creating more effective and “SEO-friendly” content is a primary objective of many campaigns.
Since Google’s Panda and Penguin updates made their now-infamous debuts, words like “quality” and “relevance” have become prevalent in the SEO community, but creating strong, relevant content is only the first step. Search engines actually encourage the promotion and distribution of such content and have even developed useful tools to help authors achieve greater visibility within the SERPs. The following strategies are amongst the most effective in the industry for authors and marketers looking to enhance the reach and visibility of their content:
When properly utilized, Google Authorship can be an excellent resource for content creators and can help to increase overall visibility and social engagement within Google+.
Notice how a Google search of the term “Chris Countey” returns results from sites on which our own SEO guru is featured as an author? Additionally, when Chris is mentioned by other contributors with authorship enabled, those results appear prominently on the SERP, as well. Authorship offers distinct advantages to content creators and definitely provides value within SEO campaigns.
Social Media Promotion
Outside of G+, networks such as Facebook and Twitter provide prime promotional real estate. Sharing, tweeting and liking have played a part in social media marketing and optimization campaigns for quite some time now, but using these platforms to promote blog posts, articles and other content has also helped many SEOs achieve greater success and higher visibility.
PR & Media Outreach
There are opportunities for content creators that go beyond guest blogging and social promotion. PR efforts such as press releases, media outreach and interviews provide major platforms for content creators to enhance their audience on a local, national and even global scale. Some Internet marketing firms are already offering PR services and more are likely to jump on the bandwagon in the months ahead due to its proven success.
Speaking of PR, I’ll be presenting at next week’s Agile SEO Meetup and further elaborating on the role of public relations and media outreach within online marketing campaigns. Click the link to check it out live next Monday (the 12th) at 7pm EST or tune in online via Webex.