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Upgrade Your Facebook Marketing Strategy for 2022

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Want better results on Facebook? Are you taking advantage of all that the platform has available?

In this article, you’ll discover five ways to supercharge your Facebook strategy.

#1: Include Short-Form Content

Create Short-Form Video for Facebook Reels

Borrowing another Instagram-first feature, Facebook launched Reels in late September 2021. These short-form videos made a splash when they launched on Instagram a year earlier so it’s no surprise that they’ve already begun to generate buzz on Facebook.

Facebook reels can last up to 30 seconds and can include a mix of video, audio, and creative effects. Similar to stories, they appear in their own dedicated panel at the top of users’ Facebook feeds, integrated into news feeds, and even in Facebook groups.

Although reels don’t have the linking capabilities of stories, they’re ideal for driving discovery, as well as growing audiences and building communities. Because Facebook is currently testing additional options like sharing reels from Instagram, advertising in reels, and monetizing reels, this is a feature you’ll want to watch.

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To create Facebook reels for your business, open the mobile app and navigate to your page. Tap the Reel button at the bottom of the screen and create up to 30 seconds of video. Use the creative tools to add music, insert special effects, or adjust the speed before publishing to your page.

Compose Facebook Stories

Have you tested out this Instagram-first feature on Facebook yet? Although Facebook stories exist for just 24 hours before disappearing from view, they’ve become many marketers’ go-to solutions for generating engagement, improving visibility, and creating more authentic content.

Yet scheduling Facebook Stories has always been tricky, making creating and publishing them a challenge for busy social media marketers. Although some third-party apps have allowed brands to plan stories, scheduling them to publish automatically hasn’t been an option.

At least, it wasn’t possible until Facebook launched story scheduling via Business Suite in mid-2021. Now you can take advantage of the benefits of Stories while still planning ahead.

With the Facebook Business Suite mobile app, creating and scheduling stories is easy. Open the app, navigate to your page, and tap the blue plus icon to create new content. Select Story from the pop-up menu and start creating with newly produced video or pre-existing content from your gallery.

Then add text, graphics, or interactive stickers to make your story more engaging. You can also add a link that followers can tap to visit your website, buy a product, or download a freebie.

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When you’re done creating your story, tap the white Share On button in the lower-right corner. Choose whether you want to publish to Facebook, Instagram, or both. Then tap the Schedule for Later option and set a time.

After your stories go live, take time to review the analytics. Identify the best times to publish so you can keep scheduling stories when your followers are most likely to engage.

#2: Incorporate Third-Party Content

Source and Share User-Generated Content on Facebook

When you think of user-generated content (UGC), there’s a good chance Facebook isn’t the first social media channel that comes to mind. Instead, hashtag-driven channels like Instagram, Twitter, and TikTok are much more widely known for their UGC capabilities.

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However, Facebook has become a key channel for finding and sharing UGC, which can enhance virtually any business’ 2022 social media strategy. When you incorporate UGC into your publishing routine, you can share authentic content that resonates, reinforce relationships with customers, and potentially even reduce your production costs.

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To find UGC on Facebook, your best bet is to set up a simple workflow.

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In your Facebook inbox, create labels for potential and approved UGC. Add a potential UGC label to any mentions or reviews that contain consumer-created content you want to share.

Reach out to the original creator to get permission to share the photo or video. Once you confirm permission, replace the potential label with an approved label.

When you share the original post or content on Facebook, mention the creator in the caption to give them full credit.

Manage Influencer Partnerships

Influencer partnerships are also increasingly important for marketing your business on Facebook in 2022. Fortunately, Facebook has Brand Collabs Manager, a built-in tool to streamline influencer marketing. It offers a variety of helpful features, from finding the right creator for a project to disclosing your relationship correctly.

To access Brand Collabs Manager, navigate to your page’s monetization tools in Creator Studio. From there, you can find influencers to work with, make sure their audiences align with yours, and approve partners. You can also share project briefs and review analytics from influencer collaborations—without having to ask for reports.

But be aware that Facebook may be planning substantial changes to this tool. If you’re serious about influencer marketing, keep an eye on the new partnership features that Instagram announced in October 2021—as Facebook could adopt a similar approach in the future. Instagram is testing a DM folder for partnerships and an influencer finder tool for businesses, which could significantly improve the experience for both creators and brands.

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#3: Invest in On-Platform Community

If you’ve noticed declining organic reach and engagement on your Facebook page, creating reels and stories may help you turn those numbers around. But publishing more content on your page isn’t the right solution for every business.

Instead, Facebook groups are becoming increasingly important for brands looking for more creative solutions for driving engagement. What’s the difference between groups and pages? Essentially, pages are ideal for promoting your business, while groups are designed for building a community around your business.

You can certainly have both but it’s important to know how to differentiate the two. While your business has complete control of the content on a page, groups rely much more on contributions from members.

To help your group reach its full potential, think about how you can encourage participation—such as by asking thoughtful questions or hosting weekly events. You can also invite members to create posts and start discussions to give your group a life of its own.

To make your group as visible as possible, link it to your page. Open your page in Business Manager and navigate to the settings. Click Templates and Tabs and turn on the Groups tab.

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Then click on the new tab and link an existing group or create a new one.

For example, the @elemntor Facebook page features the brand’s official Elementor Community on its Groups tab. The group complements the page by allowing members to ask questions, share tips, and even seek resources for hiring experts using the brand’s web design software.

No matter how you organize your group, be sure to use all of the available tools and keep an eye out for new ones. In November 2021, Facebook announced several new features including community chats, fundraisers, and shops to help admins do more with their groups.

#4: Increase Your Revenue From Facebook

Host a Paid Online Event With Facebook Live

Are you looking for even more ways to improve reach and engagement? Facebook Live continues to gain steam, largely due to the authentic appeal of live video. The engagement potential of Facebook Live is no joke. A Socialinsider study shows that live video engagement surpasses pre-recorded video engagement, sometimes by more than double.

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Once you master the art of hosting Facebook Live events or live streaming via third-party webinar tools, consider taking advantage of Facebook’s newest monetization option. Facebook now allows creators to host paid online events so you can recoup some of the expenses from your hard work.

To get started, navigate to your page’s Events tab in Facebook Business Manager and click Paid Online Events. You’ll need to apply for monetization and create a payout account. After processing, you can create your first paid online event.

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In Business Manager or Creator Studio, click the blue Create Paid Online Event button. Give your event a name and description and set the date and ticket price. You can offer early purchase discounts to incentivize attendees or limit capacity for a more exclusive event. You can also host your event on Facebook Live or via an external link.

Note that Facebook doesn’t intend to collect fees for paid online events through 2022. That means you currently receive 100% of what you earn, giving you all the more reason to test this tool now. Starting in 2023, that may change, as Facebook has announced it will collect fees at a rate that’s competitive with other platforms.

Sell Products via a Facebook Shop

If your business sells products online, there’s never been a better time to integrate your eCommerce with Facebook. The social channel supports eCommerce platforms like Shopify, BigCommerce, and WooCommerce so you can easily connect your online store.

Even if you don’t have an eCommerce site, you can still set up Facebook Shops and sell directly through your page. Because Facebook has waived standard selling fees through June 2022 and doesn’t charge a subscription fee, you don’t have to worry about additional overhead.

To set up Facebook Shops, go to Facebook Commerce Manager and choose a checkout method. In addition to low-friction checkouts with Facebook or Instagram, you can complete checkouts through Messenger, WhatsApp, or a third-party site. Then you can add your product catalog, link your website, and add shipping and return policies.

Once your Facebook shop is live, you can feature it on your page for added exposure. As you post content on your page, you can also tag products so customers can browse and check out seamlessly. Plus, if or when Facebook eventually makes live shopping widely available to all pages, you’ll be ready to start selling via live stream.

For example, this @FranksRedHot Facebook post includes shoppable products. When customers click on the interactive icon, they go right to the brand’s Facebook shop. From there, they can click to browse or make a purchase on the brand’s website.

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#5: Enhance 1 to 1 Messaging With Customers

Chatbots, WhatsApp, and Messenger are seeing an increase in adoption by brands looking to create faster customer service and marketing channels with consumers. Consider these three options to update your communications in the coming months.

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Set Up Automated Responses in Facebook Messenger

Starting conversations in post comments is great. But if engagement is important to your business, you’re also going to want to make use of Facebook’s new tools for Messenger—where you can do anything from answering frequently asked questions (FAQs) to accepting payments.

If you get a lot of repeated questions, you can automate keyword-based responses in Messenger. Go to your Facebook inbox in Business Manager and click the Automated Responses tab. Then click to create your own custom response.

Enter the keywords that you want to trigger the response and type a message. You can also add personalization or a hyperlinked button to your message to increase the chance of resolving the issue via an automated response. That way, your team can spend less time typing the same replies over and over and more time on higher-level tasks.

To make it even easier for customers to get answers, set up FAQs for your page. When someone clicks to message your page, they’ll see all of your questions in the chat window. Then they can click to get an instant response to one or all of your FAQs.

For example, the @Zatarains Facebook page features the brand’s FAQs in a panel at the upper right and in Messenger. Customers can tap in either place to ask a question and get the information they need right away.

Add a Messenger Chatbot to Your Website

Automating basic customer service tasks with Facebook Messenger can save you a ton of time. But why stop there? With a chatbot, you can get even more mileage out of your automations.

If you haven’t experimented with chatbots yet, you may be missing out, as this technology has seen impressive growth in recent years. In fact, according to research by Drift, nearly 60% of business-to-business companies have already implemented this tech.

The good news is that Facebook makes it easy to add a Messenger chatbot to your website. Open your Facebook Inbox in Business Manager and go to the Chat Plugin tab.

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Enter your business’ website URL and a greeting to welcome site visitors.

Then add FAQs to get the conversation started. You can use the same questions you added to Facebook Messenger or create a completely new list.

Then press Publish and complete the setup on your website.

Integrate WhatsApp Messaging With Your Facebook Page

With 2 billion monthly active users, WhatsApp easily outranks Facebook Messenger’s 1.3 billion users. Given this large user base, it’s no surprise that Facebook has begun to integrate some WhatsApp features into Facebook pages.

To link your WhatsApp business account with your Facebook page, open Business Manager and navigate to Page Settings. Click the WhatsApp tab and enter the phone number associated with your business account to complete the connection.

If you want to get WhatsApp messages via organic content, open your page in Business Manager. Click the Get WhatsApp Messages button to add this call to action (CTA) to your post and publish your content. When it’s live, followers will see a WhatsApp prompt below your post.

To generate even more results, create a paid Messages campaign in Facebook Ads Manager. Select WhatsApp as your messaging app of choice and launch an advertising campaign designed to start conversations and engage with potential customers.

Conclusion

Whether you aren’t getting the results you want from your page or just want to optimize your approach, these Facebook marketing trends can guide your 2022 planning. From live and short-form video to community-building and monetization options, Facebook has tons of opportunities to help you stay on the cutting edge.

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Resources for Completing App Store Data Practice Questionnaires for Apps That Include the Facebook or Audience Network SDK

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Resources for Completing App Store Data Practice Questionnaires for Apps That Include the Facebook or Audience Network SDK

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Resources for Completing App Store Data Practice Questionnaires for Apps That Include the Facebook or Audience Network SDK

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Updated July 18: Developers and advertising partners may be required to share information on their app’s privacy practices in third party app stores, such as Google Play and the Apple App Store, including the functionality of SDKs provided by Meta. To help make it easier for you to complete these requirements, we have consolidated information that explains our data collection practices for the Facebook and Audience Network SDKs.

Facebook SDK

To provide functionality within the Facebook SDK, we may receive and process certain contact, location, identifier, and device information associated with Facebook users and their use of your application. The information we receive depends on what SDK features 3rd party applications use and we have structured the document below according to these features.

App Ads, Facebook Analytics, & App Events

Facebook App Events allow you to measure the performance of your app using Facebook Analytics, measure conversions associated with Facebook ads, and build audiences to acquire new users as well as re-engage existing users. There are a number of different ways your app can use app events to keep track of when people take specific actions such as installing your app or completing a purchase.

With Facebook SDK, there are app events that are automatically logged (app installs, app launches, and in-app purchases) and collected for Facebook Analytics unless you disable automatic event logging. Developers determine what events to send to Facebook from a list of standard events, or via a custom event.

When developers send Facebook custom events, these events could include data types outside of standard events. Developers control sending these events to Facebook either directly via application code or in Events Manager for codeless app events. Developers can review their code and Events Manager to determine which data types they are sending to Facebook. It’s the developer’s responsibility to ensure this is reflected in their application’s privacy policy.

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Advanced Matching

Developers may also send us additional user contact information in code, or via the Events Manager. Advanced matching functionality may use the following data, if sent:

  • email address, name, phone number, physical address (city, state or province, zip or postal code and country), gender, and date of birth.
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Facebook Login

There are two scenarios for applications that use Facebook Login via the Facebook SDK: Authenticated Sign Up or Sign In, and User Data Access via Permissions. For authentication, a unique, app-specific identifier tied to a user’s Facebook Account enables the user to sign in to your app. For Data Access, a user must explicitly grant your app permission to access data.

Note: Since Facebook Login is part of the Facebook SDK, we may collect other information referenced here when you use Facebook Login, depending on your settings.

Device Information

We may also receive and process the following information if your app is integrated with the Facebook SDK:

  • Device identifiers;
  • Device attributes, such as device model and screen dimensions, CPU core, storage size, SDK version, OS and app versions, and app package name; and
  • Networking information, such as the name of the mobile operator or ISP, language, time zone, and IP address.

Audience Network SDK

We may receive and process the following information when you use the Audience Network SDK to integrate Audience Network ads in your app:

  • Device identifiers;
  • Device attributes, such as device model and screen dimensions, operating system, mediation platform and SDK versions; and
  • Ad performance information, such as impressions, clicks, placement, and viewability.

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Enabling Faster Python Authoring With Wasabi

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This article was written by Omer Dunay, Kun Jiang, Nachi Nagappan, Matt Bridges and Karim Nakad.


Motivation

At Meta, Python is one of the most used programming languages in terms of both lines of code and number of users. Everyday, we have thousands of developers working with Python to launch new features, fix bugs and develop the most sophisticated machine learning models. As such, it is important to ensure that our Python developers are productive and efficient by giving them state-of-the-art tools.

Introducing Wasabi

Today we introduce Wasabi, a Python language service that implements the language server protocol (LSP) and is designed to help our developers use Python easier and faster. Wasabi assists our developers to write Python code with a series of advanced features, including:

  • Lints and diagnostics: These are available as the user types.
  • Auto import quick fix: This is available for undefined-variable lint.
  • Global symbols autocomplete: When a user types a prefix, all symbols (e.g. function names, class names) that are defined in other files and start with that prefix will appear in the autocomplete suggestion automatically.
  • Organize Imports + Remove unused: A quick fix that removes all unused imports and reformats the import section according to pep8 rules. This feature is powered by other tools that are built inside Meta such as libCST that helps with safe code refactoring.
  • Python snippets: Snippet suggestions are available as the user types for common code patterns.

Additionally, Wasabi is a surface-agnostic service that can be deployed into multiple code repositories and various development environments (e.g., VSCode, Bento Notebook). Since its debut, Wasabi has been adopted by tens of thousands of Python users at Meta across Facebook, Instagram, Infrastructure teams and many more.

Figure 1: Example for global symbols autocomplete, one of Wasabi’s features

Language Services at Meta Scale

A major design requirement for language services is low latency / user responsiveness. Autocomplete suggestions, lints and quickFixes should appear to the developer immediately as they type.

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At Meta, code is organized in a monorepo, meaning that developers have access to all python files as they develop. This approach has major advantages for the developer workflow including better discoverability, transparency, easier to share libraries and increased collaboration between teams. It also introduces unique challenges for building developer tools such as language services that need to handle hundreds of thousands of files.

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The scaling problem is one of the reasons that we tried to avoid using off-the-shelf language services available in the industry (e.g., pyright, jedi) to perform those operations. Most of those tools were built in the mindset of a relatively small to medium workspace of projects, maybe with the assumptions of thousands of files for large projects for operations that require o(repo) information.

For example, consider the “auto import” quick fix for undefined variables. In order to suggest all available symbols the language server needs to read all source files, the quick fix parses them and keeps an in-memory cache of all parsed symbols in order to respond to requests.

While this may scale to be performed in a single process on the development machine for small-medium repositories, this approach doesn’t scale in the monorepo use case. Reading and parsing hundreds of thousands of files can take many minutes, which means slow startup times and frustrated developers. Moving to an in-memory cache might help latency, but also may not fit in a single machine’s memory.

For example, assume an average python file takes roughly 10ms to be parsed and to extract symbols in a standard error recoverable parser. This means that on 1000 files it can take 10 seconds to initialize which is a fairly reasonable startup time. Running it on 1M files would take 166 minutes which is obviously a too lengthy startup time.

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How Wasabi Works

Offline + Online Processing:

In order to support low latency in Meta scale repositories, Wasabi is powered by two phases of parsing, background processing (offline) done by an external indexers, and local processing of locally changed “dirty files” (online):

  1. A background process indexes all committed source files and maintains the parsed symbols in a special database (glean) that is designed for storing code symbol information.
  2. Wasabi, which is a local process running on the user machine, calculates the delta between the base revision, stack of diffs and uncommitted changes that the user currently has, and extracts symbols only out of those “dirty” files. Since this set of “dirty” files is relatively small, the operation is performed very fast.
  3. Upon an LSP request such as auto import, Wasabi parses the abstract syntax tree (AST) of the file, then based on the context of the cursor, creates a query for both glean and local changes symbols, merges the results and returns it to the user.
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As a result, all Wasabi features are low latency and available to the user seamlessly as they type.

Note: Wasabi currently doesn’t handle the potential delta between the revision that glean indexed (happens once every few hours) and the locally base revision that the user currently has. We plan on adding that in the future.

Figure 2: Wasabi’s high level architecture

Ranking the Results

In some cases, due to the scale of the repository, there may be many valid suggestions in the set of results. For example, consider “auto import” suggestions for the “utils” symbol. There may be many modules that define a class named “utils” across the repository, therefore we invest in ranking the results to ensure that users see the most relevant suggestions on the top.

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For example, auto import ranking is done by taking into account:

  • Locality:
    • The distance of the suggested module directory path from the directory paths of modules that are already imported in this file.
    • The distance of the suggested module directory path from the current directory path of the local file.
    • Whether the file has been locally changed (“dirty” files are ranked higher).
  • Usage: The number of occurrences the import statement was used by other files in the repository.

To measure our success, we measured the index in the suggestion list of an accepted suggestion and noted that in almost all cases the accepted suggestion was ranked in one of top 3 suggestions.

Positive feedbacks from developers

After launching Wasabi to several pilot runs inside Meta, we have received numerous positive feedbacks from our developers. Here is one example of the quote from a software engineer at Instagram:

“I’ve been using Wasabi for a couple months now, it’s been a boon to my productivity! Working in Instagram Server, especially on larger files, warnings from pyre are fairly slow. With Wasabi, they’re lightning fast 😃!”

“I use features like spelling errors and auto import several times an hour. This probably makes my development workflow 10% faster on average (rough guess, might be more, definitely not less), a pretty huge improvement!”

As noted above, Wasabi has made a meaningful change to keep our developers productive and make them feel delightful.

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The metric to measure authoring velocity

In order to quantitatively understand how much value Wasabi has delivered to our Python developers, we have considered a number of metrics to measure its impact. Ultimately, we landed on a metric that we call ‘Authoring Velocity’ to measure how fast developers write code. In essence, Authoring Velocity is the inverse function of the time taken on a specific diff (a collection of code changes) during the authoring stage. The authoring stage starts from the timestamp when a developer checks out from the source control repo to the timestamp when the diff is created. We have also normalized it against the number of lines of code changed in the diff, as a proxy for diff size, to offset any possible variance. The greater the value for ‘Authoring Velocity,’ the faster we think developers write their code.

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Figure 3: Authoring Velocity Metric Formula

The result

With the metric defined, we ran an experiment to measure the difference that Wasabi brings to our developers. Specifically, we selected ~700 developers who had never used Wasabi before, and then randomly put them into two independent groups at a 50:50 split ratio. For these developers in the test group, they were enabled with Wasabi when they wrote in Python, whereas there was no change for those in the control group. For both groups, we compare the changes in relative metric values before and after the Wasabi enablement. From our results, we find that for developers in the test group, the median value of authoring velocity has increased by 20% after they started using Wasabi. Meanwhile, we don’t see any significant change in the control group before and after, which is expected.

Figure 4: Authoring Velocity measurements for control and test groups, before and after Wasabi was rolled out to the test group.

Summary

With Python’s unprecedented growth, it is an exciting time to be working in the area to make it better and handy to use. Together with its advanced features, Wasabi has successfully improved developers’ productivity at Meta, allowing them to write Python faster and easier with a positive developer experience. We hope that our prototype and findings can benefit more people in the broader Python community.

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