Social Media Training for Marketers

PTAT brings everything together by measuring all of the individual Facebook users who have engaged with a page’s content and created a “story” in their News Feed and their friends News Feeds in the past seven days.

Prior to the introduction of PTAT in the Fall 2011, most marketers relied on a mashup of metrics – including the number of Likes, active users, comments and other performance indicators – to measure the health of their page.

According to Facebook the different types of stories measured in your PTAT score include: Liking your page Liking, commenting on, or sharing your page post Answering a Question you’ve asked Responding to your event Mentioning your page Tagging your page in a photo Checking in or recommending your place

The Facebook news feed algorithm appears to be calculated both per fan and per type of post. That means a person might see Coca-Cola’s photo posts, but not the company’s link posts. There are six post types: a text-only status update, a photo, a link, a video, a platform post, and a question. The first four are the most commonly used.

After some research, its clear that a Facebook page gets more fan engagement from photos than links, statuses, or videos. In fact, photos get as much as twenty times more engagement.

My experiments show that you can get a good amount of clicks on links above photos.

Again, it starts with a customer list that a business has already created — for example if I’ve given my email address to the bookstore on my block so that I can hear about future sales and events. Businesses will be able to upload those lists of email addresses, phone numbers, and user IDs to Facebook, though the data will be hashed first so that Facebook doesn’t have access to that information. Meanwhile, Facebook’s user data will be similarly hashed, so the company can compare both sets of hashed data, creating a list of users whose contact information matches up with what the advertiser uploaded.

You can see tab engagement begin to decline on Feb. 28, the day brands were able to opt-in to Timeline. There’s a steeper leading into March 30, the day all Pages were forced to convert.

Why the general drop-off? PageLever founder Jeff Widman believes it’s a combination of two things: That brands can no longer set a custom tab as their default landing page for non-fans, and Tabs are less visible in the Timeline layout.

top-performing brand pages, compared to average brand pages, had a higher percentage of fans considered “sharers”

“Twitter’s ad products have proven to be a good platform for Kia, especially when attempting to maximize ‘in the now’ moments,” said George Haynes, social and digital media manager at Kia. “It provides real-time opportunities to engage with people as conversations and events are happening.”

“Promoted tweets are also a great way to join the online conversation about a major event or TV show, without having an official relationship or spending a ton on commercials,”