Publishing interesting, genuine and engaging posts are important for businesses that implement marketing strategies on Facebook. The social media giant has now introduced new tools to help media publishers in their marketing efforts on its network along with some improvements to Insights. These tools are designed to help online marketers better manage their organic posts published on the business page and connect better with potential customers on Facebook. Letâ€™s take a look into these new developments.
According to the official blog post, Facebook has launched three new tools which will allow publishers to target posts, remove posts that are not relevant any more, and identify popular links that are not yet shared on their Page:
- Interest Targeting â€“ This feature allows you to target post to a subset of the people who like your Page so that you can reach your potential customers more effectively. For example, a publisher who posts a story about a music app can use Interest Targeting to show the post only to people who like music. Though this feature is available to all Pages that have enabled the Target and Privacy setting, it is currently accessible only on desktop.
- Post End Date â€“ This tool enables you to specify a date and time to stop showing a particular post in your News Feed.
Source: Screenshot Taken from official Facebook blog
With this, you can prevent your audience from seeing out-of-date posts in your News Feed though the posts will appear on your Page. This feature is also accessible on only desktop and is available to Pages that have enabled the Target and Privacy setting.
- Smart Publishing â€“ It has been a great challenge for publishers to predict which stories will click with their audience and get shared. This new tool will identify and publish stories that are popular with Facebook users. When you enable the setting (choose Smart Publishing from the Publisher Tools section within Page settings), frequently shared links to your website will appear in the News Feed for users who like your Page. Though these posts wonâ€™t appear on your Page, you can access a new dashboard in Insights to see analytics, moderate comments, and select which you want to post to your Page. Though only a limited number of media organizations are provided with this option currently, it is set to become more broadly available in the coming months.
Advancements introduced in Facebook Insights include a variety of improvements to Domain Insights to show how Pages and social plugins drive web traffic. A new Top URLs section has been added which displays URL-level reporting and shows when other Pages and influencers share a post published on your Page. There is a provision to segment data for specific time ranges, including hourly.
A bug that caused several third-party analytics tools to undercount the percentage of their organic traffic from Facebook was also fixed. Earlier, referrer data was not there in some of the networkâ€™s outbound mobile clicks. This issue has been fixed for iOS, while the fix for Android is coming soon.
While businesses rely on the popular social networks to increase their traffic, individuals use it to stay up-to-date on news as well as keep tabs on what is going on with their friends. These new tools will bring about a balance between the two as businesses can publish the right post for the right audience without simply publishing posts that people wonâ€™t pay any attention to. To make informed decisions on using Facebook for your business, itâ€™s best to rely on the professional social media marketing advice provided by an experienced SEO service company.