I can’t believe summer is almost over, can you?! There were a lot of changes and additions in the social media world, so I’ve included a quick summer social recap below.
Summer Social Recap Covering:
- Schedule Facebook Ads
- Send Pins on Pinterest
- New Instagram Tools, including Ads
- Facebook Audience Insights
- Facebook Increases Ad Frequency Caps
- Facebook Manager
- Facebook Bans Like-Gating
- New Canada Anti-Spam Legislation
- Twitter Profile Redesign
- Facebook Messenger
Schedule Facebook Ads. Available in both the Facebook Ads Manager and the Power Editor, you can schedule your ads to so you don’t run the all day long, possibly during times when your fans are not online.
Through scheduling your ads you can:
- Specific what days and times you want your ad to be shown during
- Combine run times with independent budgets and audiences
- See how your ads perform at different times of day
Send Pins on Pinterest. You can now add a message to a pin and send it to another Pinterest user or users. Send a special offer to your most interactive Pinterest followers, or send inspiration to your staff when you find ways to merchandise the store, products to carry, event ideas, or tips on how to market the store. Click here to see how to send a Pin.
New Instagram Tools, including Ads. Instagram will be rolling out a new suite of tools to help brands learn more about their impressions, reach and engagement, give access to brand analytics and have the ability to run ads to targeted groups. Here’s what will be included in the roll out, happening within the next few weeks and months. Click here to see visuals.
- Account insights: Allows businesses to see how they’re increasing brand awareness on Instagram through impressions, reach and engagement
- Ad insights: Shows the performance of paid campaigns with brand analytics (impressions, reach and frequency) for each individual ad delivered to the target audience
- Ad staging: Allows advertisers and their creative teams to preview, save and collaborate on ad creative for upcoming campaigns.
Facebook Audience Insights. You can now learn even more about users connected to your business on Facebook through Audience Insights. Facebook breaks it down in the below four steps, Social Edge members will receive a training video on this in September.
- Build: Create Audience Insights based on Facebook users, your fans or Custom Audiences
- Find: Narrow your audience based on demographics and behaviors
- Compare: Learn about things like the lifestyle, education level and job title of your audience
- Target: Save your audience to use it for later for ad targeting
To access, go to facebook.com/ads and click ‘Manage Ads’ then click ‘Audience Insights’ from the left sidebar, like in the below example.
Facebook Increases Ad Frequency Caps. Recently, Facebook updated their policy to allow a single ad to be inserted in the News Feed up to twice per day (up from one) to people who are not connected to the advertiser. Ads from a page that a person is connected to can see ads in their News Feed up to four times per day, which remains consistent from before.
You won’t see more ads, but you might see some repeats in any given day:
Facebook states: “Someone could perceive this as ‘more ads on Facebook’ – but it’s not. This does not change ad load. We will not show more ads; rather, we are updating the spacing between ads, and relaxing some of the parameters around insertions of ads from the same advertiser.”
Facebook Manager. Facebook created a way to manage your ad accounts, Pages, apps and the people who work on them, all from one platform called Business Manager. This is more geared towards agencies, businesses that have a team of people managing their social media efforts. You can learn more here. I personally don’t like Facebook Manager and I’m managing multiple pages. Maybe I didn’t give it enough of a shot, but I found it a little confusing and hard to maneuver.
Facebook Bans Like-Gating. I sent a video about this a few weeks ago, in case you missed it click here to watch, and learn about the new policy on fan-gating/like-gating.
New Canada Anti-Spam Legislation. Taking effect July 1st, 2014 businesses in Canada and businesses that email to consumers in Canada need to comply with the new laws. If you’re a business in Canada, or have customers in Canada, here are two helpful resources. Click to learn more and view the compliance basics here. I also suggest checking with your email service provider to ensure you’re complying with these laws.
Twitter Profile Redesign. Not really summer changes as this happened the end of April, but just a friendly reminder to make sure your Twitter graphics fit the new dimensions which were rolled out a few months ago. Use a tool like Canva.com to optimize your Twitter Posts and Header.
And in case you missed the announcement about the new Twitter profile, here’s a reminder of the additions:
- Best Tweets: Tweets that have received more engagement will appear slightly larger, so your best content is easy to find.
- Pinned Tweet: Pin one of your Tweets to the top of your page, so it’s easy for your followers to see what you’re all about.
- Filtered Tweets: Now you can choose which timeline to view when checking out other profiles. Select from these options: Tweets, Tweets with photos/videos, or Tweets and replies.
Facebook Messenger. Facebook released an app that takes Facebook chat to a mobile device; they call it ‘free texting’. You wouldn’t use this for your business page but for a personal profile however I wanted to include it in this recap, as there’s been a lot of controversy around the Messenger app because some are saying Facebook’s terms of service ‘are alarming’. If interested, you can read more about this from an article I found on snopes.com. I personally use Messenger and like it.