Neben dem bereits bekannten “Gefällt mir”-Button ist seit kurzem auch ein “Abonnieren”-Button auf Facebook Seiten integriert, Besucher einer Seite müssen somit nicht mehr Fan der Seite werden um deren Statusmeldungen im Newsfeed empfangen zu können. Ob es sich dabei um eine neue offizielle Funktion oder einen Test handelt ist nicht bekannt.
Abonnieren und Listen
Die Funktion scheint auf den ersten Blick identisch mit dem Abonnieren von privaten Profilen zu sein (siehe dazu auch: “Facebook: Einführung der „Abonnieren“-Schaltfläche“), dh. Facebook Benutzer können die Aktualisierung einer Seite abonnieren und Listen zuordnen (siehe dazu auch: “Facebook: Neue Funktion “Interessen-Listen”). Wie auch beiden privaten Profilen, können zusätzliche Einstellungen zur Häufigkeit der Aktualisierungen (“alle Aktualisierungen”, “die meisten Aktualisierungen”, “nur wichtige Aktualisierungen”) vorgenommen werden, welche aber im Gegensatz zu den Profilen noch nicht bekannt sind.
Einstellungsmöglichkeiten bei der Abonnieren-Schaltfläche
“Gefällt mir” ist automatisch auch “Abonnieren”
Klickt ein Nutzer auf “gefällt mir”, wird automatisch auch das “Abonnieren” aktiviert, interessant dabei ist, dass die Standard-Einstellungen auf “die meisten Aktualisierungen” gesetzt ist, nicht aber “Alle Aktualisierungen”. Wird bei der Auflistung innerhalb des “gefällt mir”-Buttons die Funktion “in den Neuigkeiten anzeigen” deaktiviert, wird entsprechend auch das Abonnement gekündigt.
Beachtet man die theoretischen Möglichkeiten mit der neuen Funktion, ergeben sich folgende Einsatzszenarien (Spekulation):
Fans ohne Aktualisierungen
Ein Facebook Nutzer könnte sich als Fan einer Seite outen, ohne entsprechende Aktualisierungen zu erhalten (entspricht der Funktion “verbergen”), dh. man kann sein Interesse an einer Marke gegen aussen zeigen, wird aber nicht zuhörender Fan einer Marke.
Aktualisierung ohne Fan-Status
Ein Facebook Nutzer kann Aktualisierungen einer Seite empfangen, ohne Fan zu sein. Beispielsweise kann ein Mitarbeiter einer Firma X die Aktualisierung der Marktbegleiter abonnieren, ohne Fan der Seite zu sein, was wiederum komische Darstellung beim Einsatz von Ads (XY ist Fan der Konkurrenz) verhindert könnte.
Fan only Postings
Mit der Einführung der “Abonnieren”-Funktion könnten, falls Facebook eine entsprechende Funktion bereitstellt, Statusmeldungen von Seiten explizit nur für Fans publiziert werden, welche für die breite Öffentlichkeit nicht sichtbar wären.
Spezielles Targeting für Ads
Selbstverständlich könnten die neuen Stati auch für das Targeting in Ads verwendet werden.
Verwirrung bei den Nutzern vorprogrammiert
Egal wie die Funktion auch eingesetzt werden wird (falls überhaupt, wenn es sich nicht nur um einen Test handelt), dürfte sie bei den 08/15 Facebook Nutzern für Verwirrung sorgen, bereits die bestehende Abo-Funktion wird von vielen Benutzern weder verstanden, noch eingesetzt. Auch für Seitenadministratoren dürfte die neue Funktion Unklarheiten über die effektive Anzahl von Personen, welche einer Seite folgen, auslösen, unabhängig davon, was in den Statistiken zur Reichweite dargestellt wird. Zusätzlich interessant dürfte es dann werden, wenn Seiten in Listen aufgenommen werden, welche wiederum abonniert werden können..
Wir dürfen gespannt sein, was Facebook mit dieser neuen Funktion bezweckt.
Autor: Thomas Hutter
1. Post too many times a day on Facebook
This could be also represented as spamming their Facebook fans which shouldn’t be done by any means.
Posting too many times a day should be different for brands and media companies.
The recommended average of posting would be once a day for a brand (or 2 – 3 times exceptionally if you have a very good announcement).
For media companies, the threshold that fans can endure is much bigger, typically in the range of 6 – 12 posts per day.
2. Posting the same content again
Reposting - though sometimes recommended by social media marketers, it is not a recommended thing to do. Never repost the same content – and if you have to, make sure that it is always with a new twist.
3. Arguing with your fans
Well, we all know the Nestlé Kitkat case by now, be very careful while trying to argue with your fans.
4. Delete negative comments
Another Kitkat sin, but also of many other companies - instead of deleting, set rules of how to manage negative comments.
5. Posting too often (close to each other)
This is different from #1. Posting too many times. Even though you might post just twice a day – a common mistake is a social media manager comes in and launches these posts 2 minutes from each other. Saving time? Yes, but lowering the social engagement rate of the page.
6. Posting one type of content
We know you have that website, and you might have KPIs that are aimed at driving people to your site (change them!), but fans are not interested to see only links from your company - we are sure they`d love to see images, status updates, etc.
7. Posting without descriptions
Minor thing – sometimes you just feel like posting that link, photo, or video on Facebook, but you don`t put a description in the actual status update, so the status update doesn’t provide any additional information.
8. Not responding to your fans
This is a big mistake. Facebook is a 2-way communication, make sure you connect with your fans and engage in conversations on your Wall.
9. Responding too slow to your fans
Fans don`t only expect you to respond. When you call customer care, you also expect a response quite quickly. We suggest in this case companies try to get their average response rates to under 6 hours in the first phase .
10. Not using Facebook landing tabs
Every week from now on, we will put a list of the top brands that do these mistakes the most, and also detect some of the best ones.
In the wake of Facebook’s fMC event, the advertising world is understandably abuzz about brand timelines. While brand timelines have tremendous potential and are quickly becoming a table stake for brand perception, the most important announcement was over shadowed.
That’s the fact that most premium advertising on Facebook must now originate from the brand page (what Facebook regards as the brand’s “mission control”). This is a big deal because it speaks to a larger trend that social marketing is enforcing on the marketing world: the need for seamless management of earned, owned and paid media in real time.
In this case, with Facebook we must realize that most of the time, the people who manage brand pages for big companies (such as PR, customer service or social media teams) are not the same people buying ads on Facebook (typically a media agency), who are not the people making the content. When buying some of the most important ads with the number one seller of display advertising, they must closely coordinate their work.
To succeed and, eventually, to simply survive in a world that requires real-time collaboration, you must start by taking these four steps:
Learn how to earn your way into the newsfeed. The world of communication is increasingly dominated by newsfeeds. The best and most fun proof point was the Lightspeed research a year or so back that showed that one-third of women 18–34 check their Facebook status before going to the bathroom when they wake up in the morning. Timeline or not, most people don’t visit brand pages, so newsfeeds are where the real action is. This is not just traditional social networks, either, as Google is incorporating Google+ activity into their search results. And if you step back and think about it, getting your brand content into someone’s newsfeed, especially their Facebook “Top News,” is very impressive, because you’re actually trumping much of the activity that that person’s friends and family are publishing to them. That’s why you need to learn how to regularly create content that people will want to interact with and share with their personal, professional and public social networks. In addition, both Facebook and Twitter now offer you paid media options with the immediacy and scale to catalyze those efforts.
Orchestrate both the drumbeat and the pulses. Content can come in many forms. Most marketing organizations and agencies are built to create big ideas that manifest in big campaigns. Despite some conventional wisdom in the digital marketing world, big ideas can still help cut through clutter and promote key drive periods. These “pulses” help increase engagement on an infrequent basis. However, it’s just as important to manage the everyday “drumbeat” of conversation that keeps the community active. Orchestrating these together is the real challenge.
Manage, analyze and act on real-time data. Social analytics is hot. It started with the tidal wave of listening tools and has expanded from there. There is a science forming around social media, and the next step will be the “smart” content calendar – one that is proactive in its planning around seasons and promotional periods, but also reactive in that it is optimized based on the data available in near real time. Social data is still very much like a fire hose, so success will require both the analytics tools and the people in place to use those tools to collect, manage and analyze it.
Seamlessly integrate all the necessary skill sets. Managing all of these different functions requires skill sets that include PR, CRM, customer service, analytics, advertising, editorial and creative development. And the biggest challenge of all is getting those skills to work together in real time. You must consider new processes, new people and new partners to get this done.
TV has tried to come to grips with the “second screen” for nearly 15 years. Once our computers started getting connected to the internet, networks have tried to harness that connectivity, and that screen, to add value and context to the broadcast products and advertising they were pushing. But now, a second screen is poised to supplant the first.
Back in 1998 when I was the founding content czar at cable network ZDTV, interactive and intelligent TV platforms were just starting to explore the combination of computing and video. Wink, OpenTV and Liberate were bringing computing smarts to settop boxes, while WebTV and others focused on turning the TV into a computer.
A third class of products actually synched up internet-delivered content on desktops and laptops with the TV you were watching at the time. And it seemed to work. Our companion website ZDTV.com (and then TechTV.com) saw huge traffic spikes when we talked up unique and related web content during our daily shows. Patrick Norton, Tom Merritt and Chris Pirillo were some of the early experts in the understanding of how to link up linear TV networks and the on-demand web.
And now, today, social “check-ins” layer on top of co-viewing, as more convenient tablets and phones enter the mix. New services including GetGlue, GoMiso and a host of others provide viewers and advertisers a way to connect and share with each other, while delving more deeply into the video content. But interestingly, new technology makes these new co-viewing apps less valuable than you might think.
Sure, there’s tons of value in sharing a live event with friends and strangers. Who wouldn’t want to speculate in real-time about JLo’s aureolean slip, or Madonna’s Lady Gaga slam? But we’re moving more rapidly away from live linear viewing, as more of the stuff we want to watch becomes available on-demand. There just aren’t that many tentpole live events that require real-time viewing. And those social co-viewing apps just don’t work as well if our viewing isn’t synchronized with others.
But even more importantly, the focus on the tablet as a co-viewing device is wrongheaded. In fact, I believe the tablet is about to revolutionize on-demand video viewing, as it supplants the big-screen TV for a very large fraction of primary video viewing.
We see this at Revision3. Ever since we launched our HTML5 and tablet apps, we’ve been seeing more and more viewing moving to that screen. We’re over 30% mobile now (which includes tablet and phone), and the numbers are accelerating.
New research backs it up. A recent study by Chadwick, Martin, Bailey showed that 63% of people watching TV on a tablet do so even though similar or the same content was easily accessible on a big-screen TV in the same place [[link http://blog.cmbinfo.com/in-the-news-content-/bid/75214/Study-63-Who-Watch-Video-on-Tablet-Did-So-With-TV-Available ]].
So let me make a bold prediction. Big screen TVs will more and more be used for tentpole, live viewing – for the types of programming that must be consumed live, including sporting events, awards shows, election and disaster coverage. The big screen will also be used to view those can’t miss serial programs with friends and family, including the Game of Thrones season 2 debut, Survivor Finale, Mad Men and Modern Family. During these (relatively) few and far-between video events, our tablets will become co-viewing screens, allowing us to comment, rate, and share the experience with others – or to look away when the action wanes.
The tablet, however, will become the screen of choice for most other in-home video viewing. Whether it’s catching up with your favorite made-for-web programming like Revision3′s Phil DeFranco Show, Epic Meal Time or Tekzilla, catching up with the last 5 episodes of Weeds or The Office, or just poking around YouTube looking for a laugh, personal viewing will more and more happen on our tablets.
And with pixel density surpassing even the best HDTVs, these personal screens will become even more viewable than our big screen displays. Think about it. A tablet held 18″ from your eyes fills up more of your field of vision than a 50″ TV 10 feet away. Apple continues to lead the charge here. The company’s new iPad3, which will launch next week, will likely include a screen measuring 2048 x 1536. That’s 50% more pixels than a 1080p HDTV measuring 1920 x 1080.
With much of our daily video viewing moving to the tablet, that means big changes in content, advertising and distribution. On the content side, expect a more intimate style of programming to rise up, as the experience of cradling a screen in your lap provides more direct connections between hosts, stories and viewers.
For advertisers, this means viewers will already be connected to a smart device when watching your ads. But unwelcome interruptions are magnified when a screen is held in your fingers, meaning that earned interruptions – including sponsor-style integrations and mid-show ad breaks – will be more palatable than the pre-roll format used today. It also means that ads will have to be more personal, entertaining and intimate as well.
And for video distributors – read broadcast, cable and web original networks and aggregators – you’ll need to make sure your tablet experience is as good, or better than on any other platform. You’ll need to understand the difference between how live and tentpole events are viewed, and serially consumed on-demand, and build the platforms, user experiences and sharing experiences where appropriate.
Think it’s a long way off? We’re actually pretty much there right now. Jason Hirschhorn, editor of the popular Media ReDefined newsletter posted a screen shot of his iPad home page – and it’s basically a cable VOD system.
And for those who are building co-viewing experiences, focus on live and large shared events. Because when you’re curled up with a good show, just like a good book, you really don’t want to be disturbed.
Do you know what Fan-gating is? It´s a practice of displaying certain content only to users who click on the Like button on your Facebook Page. By Liking the Page they will unlock the content behind the tab and become your Fans. In order for that to happen you need to provide them with an attractive incentive, perhaps in the form of Applications.
The Sephora Facebook experience
This international beauty company uses Fan-gating to reveal exclusive content, special offers and beauty advice to its new Fans. And in case you will become their Fan on Friday you will bump into their application called Fan Fridays offering the day´s exlusive deal, for e.g. a free Full – Size Buxom Lip Balm in Waikiki with a 25$ online purchase.