Category Archives: Facebook Branding

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Likes vs. Comments vs. Shares

by: Jamey Brown

We all want em! As soon as our beloved content goes up we wait on those numbers to skyrocket. But what do the likes, comments and shares mean? Alright, so someone shared content you posted, so what? Does one have higher value than the other (if you’re a Community Manager feel free to shake your head yes now)? Below are likes, comments and shares broken out.

 

 

 

 

 

 

 

 

 

 

Likes

- The original form of engagement for Facebook.

- Likes are the “ok, well at least I got that” app of Facebook.

- Sadly, they don’t hold as much value as they once did.

Comments

- These are always welcome and definitely pivotal in Facebook marketing.

- They let a brand see what their market is thinking, a test group if you will.

- They also allow a brand to keep a finger on their community’s pulse. Word of advice: don’t take your finger off…

Shares

- The most important button on Facebook.

- Promotes virality (yes, this is now a word because Facebook said so), thus allowing content to go viral

- Sharing is caring; if you ask your community to share content they will probably do it, but only if you have been keeping that finger on the pulse. Oh yeah, use CTA’s sparingly. Too many call to actions and your community will see it as spam and not do it anymore. You don’t want this tactic to lose its zing!

The next time you push out content, either for yourself or the brand you manage, remember what your community is thinking when they are clicking these buttons. And if you think of it prior to publishing then you might see some more success with overall engagement.

What kind of engagement does your content produce? 

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4 Things To Remember When Promoting Posts On Facebook

by: Jamey Brown

So how does content really get out there for users to see? There are the basic strategies and tactics, but it never hurts to put some ad dollars behind solid content. That being said, promoted posts are a content marketer’s dream. I am currently running multiple promoted posts campaigns for a client and so far (knock on wood) the numbers are coming out great. Below are 4 things to remember every time you run a promoted post campaign.

 

 

 

 

 

 

1. Include Links: always always always have this content driving traffic to a certain destination. You’re putting money behind, make it worth the expense! Along with including applicable links in the content, make sure to track these links on the back end. I use bit.ly for all of my link statistics. You can also incorporate promo codes within the copy to make clicking the link more attractive to users.

2. Target Correctly: bottom line, if you don’t target well you WILL be the victim of a spam invasion. I have seen it happen and trust me, it isn’t pretty. Be precise in your targeting because the more precise you are, typically, the better your numbers will be. This is not the case every time, but if you are seeking out a specific group of people to engage with (and trying to get them to purchase something) then you need to zero in on them.

3. Set The Appropriate Budget: the bigger your Facebook community is, the bigger your ad spend options are going to be. The higher the spend, the bigger the reach. The more you invest, the more engagement you will receive, thus resulting in a growing community and more traffic being driven to your digital destination.

4. Oh Yeah, The Content Has To Be Good: Warning! If the content is bad, promoted posts will only help so much. Put yourself in your market’s place and say, “would I click this?” When you pass this test, then click “promote.”

Promoting posts is a real game changer for brand pages because it is a guaranteed way to market good content to the exact people who need to see it. In fact, I would not be surprised to see traditional Facebook ads to start slowly fading out. Why? Well, promoted post advertising is all the gravy of a traditional Facebook ad, but with engagement applications attached to it and it is placed in a news feed as opposed to the side panel (aka the no man’s land of mouse cursors). So the next time you are launching an ad campaign, give promoted posts a thought and watch the results roll in.

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How Red Bull is Doing It Right [FACEBOOK]

by: Jamey Brown 

It’s simple. Red Bull dominates the multimedia scene. They are a brand transcended because of it. So…why?

1. Visual content: content is king. Always. Red Bull capitalizes on this by pushing out the most extreme, eye-popping visuals online. Professional and intriguing visual content = more engagement.

 

 

 

 

 

 

 

 

 

2. Copywriting That Matches the Brand: Every brand should have a unique, human voice – a personality. Red Bull attaches wording to its multimedia content that punts images and video content further down the field. Their writing inspires fans’ lifestyles and inspires them to engage.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

3. Maximum Interactivity: Red Bull’s brand page is a hub for all things: visual content, jobs, television, events and games. A user can land here and not only engage with others in the community, but engage with the various apps for an extended amount of time.

 

 

 

 

 

 

Do you think Red Bull is doing it right? If not, why? 

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Here’s To You, Esurance!

by: Jamey Brown 

Car insurance is boring. Honestly, how can it be a fun, lively topic? You got me. So how on God’s green earth do you make it cool? And fun? Well, take a look at Esurance. They made car insurance, well, awesome.

Ever since Esurance joined with Allstate they have been doing something right, especially with their social program. I never really liked or disliked their commercials, which is honestly the worst option. A brand’s message and feel should NEVER be stuck in the middle and hard to convey. Now, they have a new look. A new feel. And it is clean, sleek and generally awesome. And along with that, the bulk of their commercials are based around what they, and you, are doing socially. Smart. Driving traffic to a key online source for your brand (in this case, their Facebook Brand Timeline) is always good, but they bring to light that THIS is the place to be. THIS is where people are talking, “saying things like awesome and rockin.” They are capitalizing on encouraging their customers and fans to generate more online chatter – that is where the real opinions will be expressed, both good and bad.

Looking closer at their social department, I’ve really noticed that their content is thoroughly engaging. Enough so to make me continually come back to their page to hang out and see what’s going on. Here are some examples:

Ensurance has given car insurance the third dimension it needs to resonate and connect with fans. They know what they are doing and they are doing a great job. Check em out. Poke around. Engage. You won’t be disappointed!

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5 Timeline Pages That Don’t Immediately Come to Mind

by: Jamey Brown 

If you are like me you enjoy searching those certain brand timelines on Facebook, and checking out their awesome cover photos and content. Some brands that are on my go to list are Red Bull, Old Spice, Paramount, Neutrogena and Bud Light - all of these brand timelines have awesome content, applications and creative design. But what about everyone else – those brand pages that are highly engaging, but maybe not on the forefront of your memory? Here’s a short list dedicated to the other guys.

1. TV Land

 

 

 

 

 

 

These guys rock! I am a die-hard oldies fan so I thoroughly enjoy coming to this page to see their awesome visual content and their cleverly written copy. Since I am a cinephile I have much appreciation for this page’s content – and video clips. So if you’re a fan of “I Love Lucy” or “The Andy Griffith Show” this is the page for you!

2. National Geographic

 

 

 

 

 

 

Nat Geo is obviously a HUGE organization, but surprisingly not one I immediately go to when browsing on Facebook. This brand page is one of the cleanest, and most visually appealing, out there. The visuals are stunning, and are matched by some of the most engaging written content around. If it is digital adventure you are looking for then this is the place for you.

3. Pizza Hut

 

 

 

 

 

 

Are you a pizza fiend? If so, Pizza Hut’s visuals will make you the happiest you’ve ever been. Some might not think a pizza company is a “go-to” brand on Facebook, but if you like pizza, pepperoni, cheese and ranch as much as I do then you will be visiting this page about twice a day. So, when you do visit, it needs to be well done, right? Correcto Mundo! The visuals are salivating and the copy is cleverly written. Oh yeah, for really good deals just click the app!

4. AMC 

 

 

 

 

 

 

This is by far one of my favorite cover photos because it is clean and highlights the main attractions of AMC. Mad Men, Breaking Bad (my favorite), The Walking Dead, The Killing and Hell on Wheels. Not to mention I LOVE the “Ultimate Fan Movie Game” app! If you are a movie buff and want to be a part of a great, cinematic online community that discusses anything and everything film and television related, then you will dig. Also, the AMC brand timeline is amazing, but so are each of the show’s timelines! Be sure to check them out and see which is your favorite.

5. Kia Motors

 

 

 

 

 

 

I drive a Kia. And it is AWESOME. So, I decided to check out their brand page and absolutely loved it! Kia does a fantastic job of using the highlighting application to show off their vehicles. They harness their brand page as a car look-book and it is visually stunning, and effective. As soon as I land on this page I feel as though I have entered a digital Kia world. I am flooded with engaging visuals that I want to share with my friends. This is EXACTLY how visual brands out there should model their timeline strategy. Just sayin…

I hope this list helped, and not only helped, but sparked your interest for seeking out brands on Facebook that are doing great work, but might not be the first thing you think of when on Facebook.