Facebook has changed a lot since it’s early days as a social media pioneer.
What once consisted of desktop applications limited to picture posting, image galleries, and rudimentary messaging options has evolved into one of the largest networking empires in history.
Remember when geotagging and video uploads came out? Those were the days.
America’s favorite social app, and its frustrating algorithm, has had marketers and organizational leaders spinning since the Ratings & Reviews feature rolled out.
If the ever-changing digital platform has you feeling a little overwhelmed, don’t fret.
Here are six quick and easy updates you can make to your organization’s Facebook Page to help bring it into the New Year:
Customized Cover Video
You may have noticed a video icon over your Facebook Page’s cover photo – it’s a relatively new (circa 2017) feature that allows Facebook Page Administrators to upload a short video (20 to 90 seconds in length) where static cover photos used to be located.
This updated cover video feature provides the opportunity for organizations to showcase their company and expertise in a much-more engaging way. Think of the new cover video option as an interactive commercial that provides new Page visitors the chance to virtually meet you and your organization.
While creating a cover video may sound daunting, there are a variety of third-party options available to help Page Administrators create a branded film suitable for posting. A few of our favorites include Lumen 5, Animoto, and Powtoon.
Be sure to draft a video script with a clear introduction, main message, and more information segments before filming begins. Some video apps allow for interactive link embedding (think: “For more information…”). Consider what types of features your cover video will need to stand-out and structure your scene sequence accordingly.
Leverage Your Live Options
Facebook’s Live video feature allows users to get up close and personal with brands, appealing to today’s consumer’s need for authentic and real-time communications.
Recent social platform statistics reported that Facebook Live videos are watched 3x longer than non-live videos. While the thought of going live may give you hives (PSA: THERE’S NO EDITING OPTIONS!!!), it’s a unique social media tool that can help digitally savvy brand cut through all the curate content noise.
Before going Live, make sure you’ve got a game plan in place for the sequence in which content will be covered, and who will monitor and respond to comments. While you can’t edit Live videos (hence, the “Live”) having a video strategy pre-Live sesh will help you pull off an engaging event.
Consider how your organization could integrate Live videos into its future communications strategy with announcements, behind-the-scenes tours, and event coverage.
Integrate Messenger Chatbots
Artificial Intelligence (AI) innovations are paving the way for many new ways to automate digital communications, and one of the most popular up and coming technologies is Messenger chatbots.
53 percent of consumers report that they are more likely to support an organization that they can message through Facebook versus one they cannot. While it’s rarely cost-efficient for organizations to provide 24/7 monitoring of their organization’s Facebook Page, integrating a customized chatbot within Facebook Messenger can be a great way to connect with followers in a timelier manner.
Good news for Page Administrators is that third-party apps like Chatfuel and OnSequel can help you create a customized chatbot for your Page without requiring complicated coding skills. Once installed, the chatbot will facilitate automated conversation when people click on Facebook Messenger, guided by selected keywords, helping to provide your page with a “Very Responsive” badge which will encourage more engagement.
A few things chatbots can help facilitate include: frequently asked questions, setting up an appointment, getting directions, etc.
Popular social media platforms like Facebook are always rolling out new features designed to enhance user experience.
Staying up-to-date on new app options, and routinely updating one’s social channels can be a great way to stay ahead of your competition in the digital space. Update your brand’s Facebook page for the new year by adding a customized video cover, developing a Live video strategy, and integrating Messenger chatbots.
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.