New Facebook Features: What Marketers Need to Know

Are you using Facebook for your business?

Are you wondering how Facebook’s newest features can help your business?

To learn about what these new Facebook features mean for marketers, I interview Mari Smith for this episode of the Social Media Marketing podcast.

More About This Show

Social Media Marketing Podcast w/ Michael Stelzner

The Social Media Marketing podcast is a show from Social Media Examiner.

It’s designed to help busy marketers and business owners discover what works with social media marketing.

The show format is on-demand talk radio (also known as podcasting).

In this episode, I interview Mari Smith, who is known as the Queen of Facebook. She’s the world’s leading authority on Facebook marketing and author of The New Relationship Marketing and co-author of Facebook Marketing: An Hour a Day.

Mari shares how the new Facebook features can work for your business and what you should pay attention to. You’ll learn how to use the new hashtags and how to make the most of your cover image.

Share your feedback, read the show notes and get the links mentioned in this episode below!

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You can also subscribe via iTunes, RSS, Stitcher or Blackberry.

Here are some of the things you’ll discover in this show:

Facebook Features for Marketers

Has Facebook rolled out a lot of changes recently in response to Twitter and Google?

Mari states that there are many reasons for these new changes, although not necessarily in response to Twitter and Google+. However, Mark Zuckerberg and his entire team do keep a very close eye on the competition.

When it comes to features that have been around for a while, Facebook tends to be late with their release simply because they are a much bigger machine. They have a lot more complexity to deal with.

facebook latest news

Facebook have a lot of complexity to deal with before they release new features.

With Facebook being a public company, they have to make money for their shareholders. They’ve made a lot of changes to their ad product and it seems like they move things around to try and get the marketers attention.

Listen to the show to find out why most of the features are there to predominantly improve the monetization aspect.

What Facebook hashtags are and why marketers should care

Mari explains that the simple definition of a hashtag is that it’s a way to group conversations together, around the same topic. This makes it easy to discover and follow conversations. Just like you see on Twitter, Instagram, Pinterest, Google+ and LinkedIn.

If you think about TV ads 2-3 years ago, the call to action would be an invite to join the brand, where they would give out their Facebook Fanpage. Now the call to action is a hashtag.

You’ll hear Mari talk about the reason behind why some TV shows have niche hashtags appear throughout their broadcast, instead of one main hashtag.

sytycd hashtag

The TV show, So You Think You Can Dance use specific hashtags for viewer interactions.

As a business owner you need to start to experiment with hashtags. Find one or two hashtags that can help you ride a wave. There’s a term called newsjacking. It doesn’t sound very nice but it’s a very popular way to get your business in front of people who are talking about something anyway.

The great thing about Facebook’s hashtags, is that they are clickable. So if you click on any, whether it’s on a Post or a Comment, it opens up into what is called the Hashtag Feed. This feed displays other posts with the same hashtag.

hashtag facebook questions

The Hashtag Feed displays all posts with the same hashtag.

However, recently they have introduced related searches into this feature. So not only will you see the exact verbatim hashtag but also similar ones.

As a strategic marketer, Mari highly recommends every business owner make good use of hashtags. Even if you don’t have them personally, they are active for other people.

Listen to the show to find out how clickable hashtags can get you in front of new people.

Tips and creative uses for Facebook hashtags

Mari uses two generic Facebook hashtags which are #facebookmarketing and #facebooktips. You’ll hear what hashtag Mari uses to separate herself away from her peers.

It’s where you’ll find all of her posts. This is one thing to consider when you create hashtags.

mari smith hashtags

Mari uses a mixture of generic and specific hashtags.

You really want to do your homework before you create a hashtag. Basically use the same best practices as you would on Twitter.

You can search by going to www.facebook.com/hashtag/whatever your keyword is. Every hashtag has it’s own unique URL, which you can use to drive traffic.

The hashtags are still very young on Facebook and most users don’t know how to use them. It’s something that you should experiment with and see if it makes a difference.

Listen to the show to hear why Mari believes Facebook hashtags are the tip of the iceberg and what else there is to look forward to in the future.

The changes on Facebook’s commenting system

Mari talks about the main change which is the Reply feature. It has been around for some time as a Facebook commenting plugin but was finally brought to the main Facebook site.

With the Replies feature it gives you the ability to have threaded conversations. On Fan Pages, you can turn it on or off. It’s a feature you can enable in your admin panel.

mari smith reply feature

The Reply feature is a great way to have threaded conversations with your fans.

You’ll hear about a brand new feature that was rolled out recently, which is the ability to sort.

As a Page owner, Mari advises to make sure you use the @tag for the person or page you are replying to in the Reply feature. As a Fan Page you can hit the @sign and then start to type their name and that way their name will be a hot clickable link and they will also get a notification.

With regards to images, right now you can only use them in Personal Profiles with the Reply feature. When you hit Reply, you can add an image. It’s coming to Fan Pages and mobile too.

You’ll discover the advantages to using the threaded comment capability and what it means for your fans.

Listen to the show to find out what feature you can use to help drive traffic back to your conversation.

How marketers can take advantage of the new changes to the Facebook page cover image

The Facebook cover image is the huge header at the top of your Facebook page and is there for visual branding.

mari smith facebook timeline image

The cover image is the perfect space for visual branding.

When Facebook first introduced the Timeline design about 18 months ago, the rules were very strict about what you could have in the image. For instance, you weren’t allowed your website name, contact information, calls to action or arrows pointing to features.

shortstack facebook timeline image

You are now allowed to add call to actions to your cover image.

Earlier this year the rules changed and the only one that remained in place was the 20% text rule. More recently this rule has quietly disappeared out of the Page Guidelines. The only caveat is that the 20% text rule still applies to any paid products.

This new change got a lot of social media experts and Facebook experts excited.

hubspot facebook timeline image

You can use text in so many different ways on your cover image.

You’ll discover why you need to keep your cover image visually appealing and how frequent you should change it.

Listen to the show to find out what Mari recommends you put in the description of your cover image.

What’s the deal with Graph Search? 

If you make the swtich to Graph Search, you’ll notice that the search box at the top will look completely different. Your name and your page now sits in the white search box.

When you type in any word or name you’ll get a drop down box with a bunch of different icons in there. For example, there is an icon for the hashtag and for photos.

mari smith graph search

From the drop down box in Graph Search you'll see different icons for each category.

If you haven’t already got Graph Search, you’ll find out what you need to type in the search bar on Facebook.

You are able to search for four things which are photos, people, places/pages and interests. However, it will not surface an individual post and is only available on desktop right now.

You’ll hear Mari give an example of how you can use Graph Search to find people within a very narrow niche and how you can use it to search for specific photos.

Listen to the show to find out how you could use it in terms of a business application.

Discovery of the Week

If you want to find out what your website or blog looks like on a laptop, tablet, smartphone or desktop, then you should check out this free tool by QuirkTools called Screenfly.

screenfly

Give Screenfly a try if you are interested to know how others see your site on their device.

You can enter any URL from your website and you’ll have options to see how it looks on any size desktop or any hand held device. You’ll also find many other options that are available with this tool.

It’s not perfect but it’s good enough to run a quick test if you hear from some of your readers that your site doesn’t look right on their device or desktop.

Listen to the show to learn more and let us know how this works for you.

Other Show Mentions

Over the last couple of weeks I’ve done a series on ‘How to Launch,’ using the new site we are launching as an example.2013/06/MKA_logo

I’m very excited to let you know that My Kids’ Adventures has officially launched this week.

It’s an online magazine for busy working parents, who want to have fun adventures with their kids anywhere. It’s your go to resource to get articles on how to do really cool stuff.

These are some of the articles that came out this week:

  • Getting Dirty: Five Fun Composting Projects for Kids
  • How to Make an Adventure Movie With Your Kids
  • How to Create a Backyard Treasure Hunt, Minecraft Style
  • How to Create Glow-In-The-Dark Bowling In Your Home

Go check them out.

Call in and leave your social media–related questions for us and we may include them in a future show.

Listen to the show to learn more and let us know how this works for you.

Key takeaways mentioned in this episode:

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What do you think? What are your thoughts on Facebook’s new features? Please leave your comments below.

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About the Author, Michael Stelzner

Michael Stelzner is the founder and CEO of Social Media Examiner, and host of the Social Media Marketing podcast. He also authored of the books Launch and Writing White Papers. Other posts by »




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  • http://marketwithmario.com/ marketwithmario

    Great stuff as always. Just picked up on the “reply” button on comments. Not sure how I missed that one! haha. Thanks

  • http://www.agencyplatform.com/ Dave Thompson

    The article is really good but I think Facebook hashtags is yet to gain momentum as they have some disadvantages attached too. Like users don’t really take efforts to find out more posts on a particular hashtag. Also, there ain’t any space which shows trending hashtags. Facebook really has to come up with an idea which lets people know what advantages it has.

  • http://indispensablemarketing.com/ Patrick McFadden

    Really like how you pointed out that TV ads 2-3 years ago would invite people to join the brand as the call to action, but today the call to action is a hashtag. Great insight! Thanks

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks for pointing that out from the show. That is a great point Mari brought up.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Agree Dave. It will take a while to catch on.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    So much is changing with Facebook I don’t blame you for missing it :) Thanks for your comment!

  • Dan

    Prior to graph search, I used to be able to use the search function to search within groups that I am a member of. For example I type in “toys” in the search bar, and then click “groups”, and it used to bring up all posts from various people throughout the groups that contain that word.

    With the new graph search, I see no way of doing that. If I click on groups after searching for a word, it will now only find groups that contain the word (e.g. “toys”) as part of the group name!

    Does anyone know a work around?

  • http://marismith.com/ Mari Smith

    Thank you kindly for the opportunity to contribute to your listeners and readers, Mike!! Always a pleasure! :)

  • Azi

    Great article. Thank you. I am a shareholder and so happy to hear about the new facebook applications and momentum. I Need to learn how to use it to promote my new business and attract prospects. Is there a tutorial for it?

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    My pleasure, thanks for being on the show! Would love you to check back as I’m sure folks may have questions for you.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Hey Azi – Glad you found this encouraging. We have tons of resources here: http://www.socialmediaexaminer.com/tag/facebook/

  • http://www.EntrepreneurOnFire.com/ John Lee Dumas

    Mike, Mari – what an incredible interview with so many great insights and tips. I find the Facebook hashtag conversation in particular so interesting, and so I’m really glad you delved into that. Thanks so much for the valuable episode!

  • Shelley Roth

    Mike, I have followed SME for a long time. You do a great job, as does Mari!

  • jamiehayes

    Fabulous… it sent me back to FB to explore the new features BUT, for me at least, I lack some of the basics (like the whole hashtag thing) and so was overwhelmed by the info. With some shows like this, I’d be delighted to pay for a webinar “Review of show topic – the basics – assumes little knowledge”. Maybe there’s somewhere I can go online to learn about hashtags from the start.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks John – Yeah the hashtag thing is very interesting indeed

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks so much Shelley, we try :)

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Hey James, if I were you I’d have a look at our getting started page here: http://www.socialmediaexaminer.com/getting-started/

  • jamiehayes

    Thanks Michael, Will do. Greetings from Brisbane Australia (Down Under)

  • http://www.soorajkeshav.com/ SoorajKeshav

    Facebook adding images as comment is on for both personal profiles & pages now… :) Its annoying at times though…

  • Jason King

    It was great to hear Mari talking, the odd American twang every now and then but she still has the guteral Scottish accent – good stuff Mari! Some excellent tips about Hashtags and the Graph search, brilliant guest this week Michael which I really enjoyed :)

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Hey Jason – Glad you enjoyed it. She often says she has a Scottish-Canadian accent.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Facebook is always so interesting. I only have the reply button on our page, not my personal profile

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Perhaps @MariSmith:disqus has the answer?

  • http://marismith.com/ Mari Smith

    Btw — the ability to add images to comments on fan pages is now available!

  • http://marismith.com/ Mari Smith

    Well said @AgencyPlatform:disqus — the one additional feature Facebook added after the launch of hashtags was related searches. So, at least it’s a small improvement. Next up, I’d for sure like to see trending hashtags – that’s got to be next in line, surely! :)

  • http://marismith.com/ Mari Smith

    Hi Dan — @d01c17eb3211875494c4cc64db6c4ff2:disqus — wow, I wasn’t aware of that type of deep group search before. I’ve never seen Facebook actively surface content from within groups; no doubt what you were seeing was only content from Open groups. (Only actual group members can see content in Closed and Secret groups). Groups do have their own content search feature once you’re a member.

    I just looked around for alternatives for you — I used to like http://kurrently.com for Facebook searches but it’s shutting down on July 31st. There’s also http://advancedsearch.in which is a rather nifty app, but only searches Pages and People. I also tried a single site search on Google to search within the /groups sub domain but that didn’t yield much! e.g. site:www.facebook.com/groups toys

    If it’s any consolation, I do know that Facebook has plans to (eventually!) add the ability to search posts (profile and page) from Graph Search. As always, this feature will be privacy aware.

    Hope this helps some!!

  • http://marismith.com/ Mari Smith

    Sure thing, more than happy to.

  • http://marismith.com/ Mari Smith

    John in the house!! hehee — good to see you here, and than you for your kind words! SO much more to come from Facebook wrt #hashtags!! :)

  • http://marismith.com/ Mari Smith

    Thanks, @soorajkeshav:disqus — this feature went live shortly after we did this interview the other week. You know Facebook, changes almost daily. Phew. I rather like the ability to add images in comments.

  • http://marismith.com/ Mari Smith

    Hi @disqus_EcCa1S0F2V:disqus!! Heheee, thank you kindly! Yep, first 12 years in Canada, but 100% Scottish parents. Then the next 20 years in Edinburgh, and San Diego since 1999. I’m a tri-national, Scandifornian…. something like that. haha. Or Scotnadian.

  • Jason King

    Scotnadian could catch on :) Festival time here in Edinburgh, always very colourful and eventful, of course with the obligatory rain

  • http://www.CareleBelanger.com/ Carele Belanger

    I really love the use of hashtags, as we see here, it can bring visibility ;-) , thank you. I find this is a wonderful tool for entrepreneurs and yet not enough people are using it….it will come.

    As of the “tag people” in the reply comment box, I find it so important because it make it more personal and close to our clients.

    Mari, thank you for constantly sharing lots of amazing tips.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks Mari

  • DesignSpike

    We are in love with Screenfly. Never give a webdev company something like that. We’re wasting precious coding time looking at everyone’s websites.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Cool!

  • Pingback: Facebook marketing weekly review (August 2nd) - AgoraPulse()

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  • http://www.seomasterexpert.com/ Swapan Kumar

    Thanks Michael for the post. The new features in Facebook will definitely help the webmasters to keep an eye on the competition. Amazing post as always!!









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