Facebook is always bringing out new features, so it’s important that Page Admins review their Page Settings and visuals regularly. If you just set up a page and forget about it, you could be missing out on the new features that may help you get noticed by a wider audience (and that’s just craaaaazy).
Here’s a few pointers for things to look out for when auditing your Page:
1. Check your Cover Photo
Facebook have recently updated the rules for Cover Photos; allowing for more text to be visible within the image (check the new Facebook Guidelines). You can now include your website address and other calls to action. Just keep in mind that this text must not take up more than 20% of your cover photo image – that’s against the rules.
2. How’s your Profile Pic?
Your profile pic is the image that is seen most often across Facebook; when you post content in news feeds, when you comment and when you reply to comments. Be mindful of what picture you choose, as it should represent the brand (rather than the owner of the brand). Your logo is an obvious choice for the profile pic, as this will help reinforce company branding online.
It’s best to use a square image for the profile pic, so nothing gets cut-off in the thumbnail image. The image size needs to be 180 x 180px to upload, but what will be displayed is 160 x 160px. With the placement of the profile picture on the page, (slightly inset on the cover photo and sitting next to the company name) there is no need to have your entire company name in the profile picture.
3. Review your Tab Thumbnails
The tab thumbnails can be found at the top of your page beneath the cover photo. Currently, Facebook allows you to showcase 3 thumbnails; so it’s important to make these as eye-catching as you can. We’d suggest creating these thumbnail images to match your company branding, using brief headlines that grab attention – as this makes your page look consistent and professional. It’s easy to swap the positions of each thumbnail around to make better use of the current apps you wish to highlight.
The size for each of these App Icons is 111 x 74 pixels. Keep this in mind when you’re designing.
4. Maximise Your Page Tabs
The tab apps at the top of your Facebook page are a great way to boost engagement, as you can create some interactive options within them, such as competitions or games. Did you know that using these tab apps is the only way you can run a competition on your page that meets with Facebook’s promotion guidelines? True story.
What sort of tab apps should you have? It can be as simple as a sign up form for the company newsletter; or a Contact Us form. Other ideas are games, giveaway competitions, links to your other social media platforms, such as YouTube, Instagram, Twitter as a reference to keep users connected (we’ve created an app for our Thinktank Social Page that encompasses all three social networks within the one app page. Check it out!).
And while you’re busy looking at your apps, make sure they are always up to date with the most relevant and important ones utilising those top 3 positions on the page.
5. Review your ‘About’ Short Description
Just under your profile picture is a key place for you to briefly describe what you are about. And by brief, I mean that you’ve got approximately 155 characters to concisely explain your page/business.
Within those 155 characters, make sure you include a clickable URL to your website so it is always visible to those visiting your page. Even if you have your website included in your cover photo, it’s still a good idea to put it in this section, as it can be a clickable link.
6. Optimise the ‘About’ section for Search
Once you’ve nailed your Short Description on the main page of your Facebook Page, make sure you review and update the remainder of the About area. The subsections within this include: Company Overview, Description, General Information, Mission and History. The exact subsections will vary depending on what Page category you have set-up. You may not realise this, but the About section is indexed by search engines (i.e. Google), so make sure it contains your keywords.
To optimise your Page for product searches, make sure you complete the Company Overview, Mission and Products fields.
To optimise your Page for local search, ensure you’ve included your address, city, state and postcode in the General Information area – that also pinpoints your location on a map.
7. Get yourself a customised Facebook URL
After your Page has 25 likes, Facebook gives you the ability to create a unique URL (or username) for the Page. Because URLS are heavily weighted by search engines, it is essential that your Facebook Page URL reflects an aspect of your business.
We’ve recently seen a few situations where another Page has already claimed the business’ name, which means you’ll need to be a bit more creative when choosing your URL. You could create your URL using the company name and adding AU, or Australia at the end of it, for example.
If you’re still not sure, have a look at the different username options available from Facebook before selecting yours. Keep in mind that Facebook only allows you to change the URL (username) once, so choose wisely!
Adding a username to your Page helps people find your business on Facebook much easier; and the custom URL can be used in other marketing communications too.
8. Update/Review your Category
If you’re a local business with a physical address that you want people to visit – pay attention here! Facebook has a variety of Category options, which enable different features within your Facebook Page. If you set your Category to ‘Local Business‘, you’ll be able to take advantage of the Check-in option – which allows users to check into your location.
Why is a check-in awesome? It can raise awareness of your business and location with friends of the user who checked in and it aids in Graph Search results. With Graph Search, a Facebook user could be searching for a cafe in Prahran that friends have visited, and any check-ins will then appear in the results!
To update your Page category, click on the Admin Panel > select Edit Settings > choose Basic Information > and Category will around the top of the list.
9. Activate Replies to Comments
Recently, Facebook enabled a new feature which allows Pages to offer their community the ability to reply to a specific comment in a thread. Previously, if a user wanted to add to a discussion/comment they’ve read from another user, they would have to tag (using the @ symbol) that person’s name in the comments thread.
This new feature makes it much clearer which line of conversation each reply is referring to – and ultimately allows for more specific and quality interaction around a comment.
How do you activate replies? Go to the Admin Panel > select Edit Settings > Manage Permissions. Scroll down the page a bit and find the section that says ‘Replies’ and tick the checkbox next to it. Scroll down to the bottom of the page and hit ‘Save Changes’.
10. Review Admins and Roles
Keeping on top of who has admin access to manage your Page is often overlooked. If you have any staff changes, always use this time to review your Page Admins and make sure the right people are able to access your Page.
Facebook offers multiple roles with different levels of access, so you can make sure that the permissions are set appropriately for each Admin.
Hopefully this has sparked off some action to get your Facebook Pages up to date to maximise on the features available for your Page! Have I missed anything that you’ve also found useful? Add in your ideas below in the comments section.