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Why You Should Temper Your Tabs and Focus on Your Feed
Posted by Michelle (Haschka) Wright
on July 11, 2011 at 9:12 AM
Facebook analytics provider PageLeveler recently released some telling stats on how users are interacting with brands on Facebook. Peruse the pages of major brands like Oreo, Skittles and Red Bull - they're all pimping their pages with flashy custom tabs and supercharged page apps. That must be what fans are looking for, right?
Lucky for those of us with marketing budgets that may be a bit more modest, that's not necessarily the case. The larger a page grows, the fewer unique page views per fan it tends to receive. The same goes for news feed impressions per fan; however, the rate of decrease is much faster for unique page views.
In general, people are more likely to interact with a brand's Facebook newsfeed than custom tabs and page applications.
That doesn't mean there's not a place for custom tabs and applications - they can be a great way to attract new followers to your page. But if you have limited resources to spend on managing your Facebook presence, your best bet seems to be focusing on your newsfeed strategy.
Newsfeed strategy is certainly a bit more art than science (though don't forget to study your Facebook Insights and figure out when your audience is most active). But there are a few tactics that we've found particularly effective - both from our experience managing Facebook pages on behalf of various Padilla clients and from observing the behavior of other successful, non-client, brands:
- Spice up your content mix
A newsfeed strategy that revolves around posting your brands' news release headlines is a good way to get your brand hidden in a hurry. Think about what other content is floating around your organization. Are your employees presenting at industry events that could be captured on video? Are you attending any trade shows where you could snap some pictures or record an in-booth interview? Have you read any interesting articles about your industry that would interest fans?
- Appeal to a variety of fans
Fans respond to content in various ways. A simple "fun fact" might receive dozens of likes and few or no comments, an open ended question about a favorite brand experience may receive a handful of meaningful comments, a video might be shared by a few devoted fans, while a multiple choice question could receive a variety of one-word responses. When developing your news feed strategy, consider that your fans have different preferences when it comes to engagement, and give them a variety of ways to interact with your brand.
- Go behind-the-scenes
People following a brand on Facebook are generally looking for some kind of personal benefit. While in some cases that might be coupons or giveaways, many times simply doling out information that makes them feel like an "insider" is tops. Think about what type of exclusive or behind-the-scenes content you can offer fans - a tour of a facility, a how-to demo, an interview with your R&D mad scientist to talk about future trends, or perhaps advanced notice of a product release or new feature that allows them to be in-the-know before their friends.
Whether your organization is just starting to dip its toes into the murky Facebook waters or has already developed a more advanced strategy, keep feeding your feed with a variety of relevant, timely content and your fans will surely follow.
Plugged In Picnic for Pets on July 16
on July 7, 2011 at 9:34 AM
Padilla employees, family and friends are invited to attend the Plugged In Picnic for Pets
, a fundraiser to benefit the Animal Humane Society (AHS), on Saturday, July 16, from 11 a.m. to 1 p.m. For a suggested donation of $10 per adult and $5 per child, the Plugged In Committee will provide a picnic lunch, with all proceeds benefiting the Animal Humane Society. Please plan to pay with cash or check (made out to the Animal Humane Society). RSVP via email to firstname.lastname@example.org by July 13
, and include your group or family attendance total.
Pet owners and non-owners are encouraged to attend. Attendees are welcome to bring well-socialized pets on leashes, held or in safe containers. Limited clean-up supplies will be provided, and pet owners are fully responsible for cleaning up after their animals. All attendees are welcome to participate in the pet talent show and costume contest, beginning at 12 p.m.
Fun Padilla Pet Facts (percentages reflect total number of employee survey respondents):
- 89 percent of employees take pride in being a pet or animal lover.
- 69 percent of employees currently own pets.
- 83 percent of Padilla pet owners have dogs.
- 25 percent of Padilla pet owners have cats.
- 4 percent of Padilla pet owners have fish.
- 2 percent of Padilla pet owners have amphibians.
- 35 percent of employees' pets were adopted from a shelter or rescue organization.
- 32 percent of employees take their pets to coffee shops.
- 26 percent of employees take their pets to restaurants.
- 80 percent of employees' dogs frequently run and play at dog parks.
- 29 percent of employees take their pets to parties.
- 42 percent of employees' pets perform tricks.
- 19 percent of employees' pets wear or occasionally sport costumes.
- 54 percent of employees display photos of their pets at work.
Visit our Padilla Facebook page to view our employee pet photo album!
About the Animal Humane Society
As the leading animal welfare organization in the Upper Midwest, the Animal Humane Society is committed to providing comprehensive programs and services to compassionately serve all of the stages of an animal's life. As a private non-profit organization, the AHS receives no federal, state or government funding and relies totally on private donations, merchandise sales and adoption fees. Its programs include:
- Adoption and surrender efforts based on an open admission philosophy, which means every animal is accepted regardless of health, age, breed or temperament.
- Education and outreach that fosters humane values and animal responsibility.
- Rescues by humane investigators that respond to reports of animal cruelty and neglect.
- Pet services, including training and socialization.
This event is weather pending - if it rains, we will notify you with a cancellation by email on the morning of the event, and via the Padilla Facebook page.