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Still Trending:. Liz Bowles, UNC-TV. Details Matter. The ideal image size for link previews is about 1200 x 625 px . Create eye-catching custom graphics and upload them to make your posts pop in the news feed. You can edit the title and text in link previews — do it!
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Still Trending: Liz Bowles, UNC-TV
Details Matter • The ideal image size for link previews is about 1200 x 625 px. Create eye-catching custom graphics and upload them to make your posts pop in the news feed. • You can edit the title and text in link previews — do it! • If you might want to boost a post, keep in mind that images contained in the post can’t have more than 20% text, including logos, and that also applies to link previews. Here’s a tool to help put that into context.(https://www.facebook.com/ads/tools/text_overlay) • Word usage – Remove “Tune in” from your vocabulary. Facebook is cracking down on that type of overly promotional language that pushes a user to buy, download or watch something.
Check Out… • Facebook Live – This is a promising new feature similar to Periscope but offering far greater reach. I’m not going in depth about this today, but you can learn more here: http://media.fb.com/2015/12/17/live-for-verified-pages/ • Facebook for Nonprofits — A website geared specifically to nonprofits with detailed product information and examples for getting the most out of Facebook: https://nonprofits.fb.com/
Verify Your Page • Go into your settings and from General, click on Page Verification. • Click Verify This Page, and then click Get Started. • You’ll enter a publicly listed phone number for your station, your country and language. Click Call Me Now to allow Facebook to call you with a verification code. I alerted our receptionist to be on the lookout for this call via our main switchboard number, and she sent me the code. • Enter the 4-digit verification code and click Continue. • The whole process takes less than five minutes.
Native Video in Facebook While YouTube links receive dramatically reduced organic reach, native Facebook videos enjoy increased organic reach. This doesn’t mean Facebook should replace other distribution platforms like YouTube or Cove. Facebook should be an additional one. While another distribution platform may seem daunting, remember that Facebook has approximately 968 MILLION daily active users. Don’t you want to tap into that potential?
My Home, NC This branded series has picked up a following through consistent branding, storytelling, and Facebook distribution.
The Basics of Facebook Video • Resist the urge to abuse this tool. This is not the place for all your video. Be selective, but also experiment—especially in the beginning. • Your post is your video description. Either make it evergreen from the start or go back and edit to increase its long-term relevance. • Long Legs – Facebook videos have the opportunity to remain relevant and viewed over the long term. Keep this in mind when deciding what videos to natively publish. • Along those same lines, don’t forget what videos you’ve published, and don’t be afraid to share them again when appropriate, which adds to the life of the content. • Link at the end – You have the option of adding a button to “Watch more” or “Learn more,” among other pre-set options, to be displayed at the end of your video. Take advantage of this and think about what link you want to use. Where do you want viewers to go next? To your website? To the program’s Cove channel? To your YouTube channel?
Captions… FCC… Enough Said • Initially, Facebook didn’t have the functionality to upload caption files, but now they do! • The caption file must be a subrip SRT caption file (there are different types of SRT files so this is good to note). • The filename must be in this format: filename.en_US.srt • I’m not a lawyer—and don’t even play one on TV—but captions aren’t required for web exclusives or promos, for now anyway. • Captions can be added to a Facebook video later, if you want to post a video prior to broadcast and captions aren’t available until broadcast. However, make sure you stay on top of adding them when the times comes to be in compliance. The broadcast triggers the need to add them.
Boosted Posts • Boosting a post is like giving it a megaphone – it reaches more people. • One word: Targeting! The targeting capabilities are incredible. You can choose to reach users in certain locations, ages, sex, and interests. • The budget can be as low as $5. Facebook will not exceed the budget you set. • Accounting — At UNC-TV, we are on a rolling billing threshold, and when we are billed, I receive a receipt listing the posts and amounts. I can then forward this documentation to our accountant and let her know how much should come from each budget/project based on the content of the individual posts. Depending on your internal workflows, you can handle this a number of ways. Find the one that works best for your organization to make this part of the process as turn key as possible.
Boosted Posts: Getting Started • Publish a post like you normally would, although keep in mind the 20% text rule if you intend to boost it. This includes link preview images, actual images and video thumbnails. • Let it gain some organic reach first. Boost later, after at least a few hours. • You can edit a post after it is boosted, but it is tricky. You have to cancel the ad first, edit, and then reset the ad. So try to avoid the need to do this by catching mistakes first. • Strategize your targeting. Think carefully about the keyword interests to enter. • Start small. If I have $50 to spend on a post in total, I usually start with a $25 budget, just in case it really falls flat. Then I can increase the budget at anytime.
Boosting a post does not guarantee wild success. Some content will fail to engage, while other content just needed to be served to more users to take off. Whatever happens, try to learn from it and apply that knowledge to the next campaign.
Success Stories & Buy-In • Find one project and a budget to get started. • When a success happens, shout it from the rooftop—beyond just management to everyone on staff. At UNC-TV, I use an all-staff email list to let everyone know what I did and how it succeeded. If the success involved one producer’s work, the others will take notice and seek you out. • Ask for a small line item in grant budgets. You may not get it every time, but every time you do, you might just rack up another success story to feed the buy-in.
