Whether it is to share something funny or get the word out about a project that you are working on, Facebook is a powerful medium.
In the past, if you shared a photo on Facebook, it would receive the highest exposure rate. The reason was probably because Facebook wanted to be the preferred social media outlet for sharing pictures.
Now that we all rely on Facebook, the website changed its EdgeRank to show less of your work.
You might have noticed that since last year. This happend roughly the same time when Facebook went public and needed to make more money. Therefore, by reducing exposure of photos, you will be forced to Promote (advertise) your Posts.
Check out the stats below for my Page of 10,400 Likes – this number is important because it will be used to calculate the effectiveness of the different types of posts. The estimates are considerably accurate since I have access to a number of Facebook Pages.
Photo With Text Post –
20% Exposure Rate
As mentioned earlier, in the past, users were encouraged to upload photos. It is aesthetically stunning and takes up a lot of visual real estate in a newsfeed. Plus, you can add a link (e.g., to your website).
For example, when I wanted to remind fans of my Platform Presentation for WPPI 2013, I had three options on this social media platform – photo, link or plain text. Observe differences below.
With 45 Likes, it only reached roughly 20% of my fans. In the photo below, with twice as many Likes, it only increased its viewership by a few hundred. My point is that photos don’t have the same traction as in the past.
Despite its lower viewership, photos have one advantage. If the image is striking enough to go viral, the exposure can be indefinite. Below is an example of noticeably more viewers based on shares by readers.
Link With Text Post –
30% Exposure Rate
Depending on the value of the content, link posts receive roughly 30% exposure rate. It adds a thumbnail photo and meta information (e.g., title, first paragraph) from the post.
A common issue with link posts is that users who share the link get to pick the thumbnail. If your post contains multiple images, then there can be an inconsistency. To circumvent this dilemma, WordPress users can install this plugin, which lets you select which photo you want used.
Text Post –
45% Exposure Rate
Text posts are the least visually appealing and cannot contain a call to action hyperlink. However, I have observed that they receive the highest exposure, even if they have minimal Likes and no Shares.
So, why would you use a text post if it neither drives traffic to your site nor allows for cool photos?
If you have a message or announcement to make that could go without a photo or link, then use a text post. It will reach the most people without having to advertise. For example, to thank attendees for my WPPI class, I used plain text.
Takeaways
Whether you use a photo, link or plain text post, keep in mind that you should stay within seven lines of text. Otherwise, the post will be truncated with an elipsis.
Key Points:
- Use a photo if that is the only way to express your message, it has potential for virality and you like a pretty Facebook Page
- Use a link if it has valuable content and you want to drive to your site
- Use plain text if the message can be conveyed without visual aid or a link
All of this is subject to change, which is why it is critical that you bulletproof your social media efforts. What happens if you create a loyal following on Facebook and the platform goes down the drain?
Hope you enjoyed the insight,
Lawrence Chan
P.S. I want to share an awesome email from Gary Smith who made some simple changes on his site using SEO (search engine optimization).
P.P.S. Over the weekend, I went kayaking with some friends. It was a splash! Get it? Get it? Good.
Photography Marketing Tips Ideas Free – Social Media Traffic
Sometimes, when there are too many comments on a Facebook thread, it’s hard to keep track of what is going on. Cleverly, Facebook enabled replies to comments for Pages in November 2012.
Conversely, inline commenting is not ordered chronologically. Therefore, you, as a reader, cannot discern the newer comments from the older ones, unless you comb through the time stamps.
It’s a toss-up, which is why Facebook allows you to enable or disable “replies.” By default, this feature is not activated. To enable “replies,” follow these two simple steps.
1. Manage Permissions
On the top of your Facebook Page, go to your permissions page.
2. Enable Replies
Near the bottom of your permissions tab, check or uncheck the box for “replies.” You can always change this option in the future. Lastly, save!
Cheers,
Lawrence Chan
P.S. This was me on Friday after photographing six straight hours of editorial in the outdoor heat at Four Seasons Beverly Hills. Exhausted.
Photography Marketing Tips Ideas Free – Social Media Traffic
Ever wonder why not everyone gets your Facebook updates? For example, I have over 8k Likes, but my average update is viewed by roughly 3k people.
Sort of like SEO for search engines, Facebook has something called EdgeRank. Imagine someone with hundreds of thousands or friends / Likes. How can this person possibly read everything? Well, EdgeRank’s goal is to put only what they deem to be the most important content into his or her feed.
It’s essentially broken down into three sections.
- Affinity Score
- Weight
- Time Decay
I went into some detail in my social media marketing book, but this infographic by CopyPress is a fun illustration of the main points.
Now that you understand, make sure to create fun and relatable posts to maximize exposure.
Cheers,
Lawrence Chan
P.S. Saw this fun cartoon of photographers and superpower. Pin it if you have a superpower too!
At first, I wasn’t so enticed. I thought it was going to appear as another Facebook ad on the right column. Ads in general have an ulterior motive.
While testing it out, I quite liked it! And here’s why …
Facebook Promoted Posts
First and foremost, it appears in the newsfeed like any other post. The only thing that discerns it from other posts is the tiny “sponsored” words at the bottom. So, readers will probably welcome it more willingly.
Also, it’s only pushed to those who have already Liked your Page; not to random strangers. Some people have hundreds of friends and not everything makes it into their feeds. This increases the chance for subscribers to see the content from Pages they’ve Liked in the past.
Next, Facebook installed some neat stats built right into the Promoted Posts themselves. You could see how many were organic, viral or paid. Additionally, the paid sponsorship will automatically deduct until the budget is spent.
Lastly, it’ll show you the percentage of your reach between organic and paid.
Pretty neat, right? For more information about Facebook Promoted Posts, you can read about it here.
Therefore, in the event that you need to get more exposure (e.g., contest, portrait discount, holiday reminders), choose a highly visual post and give it a shot. One last note, this Facebook Promote feature only works for Pages with 400-100,000 Likes.
Hope you enjoyed the insight of how it works!
Ciao,
Lawrence Chan
P.S. Summer is officially here! And so are my organic tomatoes! Soon, there will also be mint, cucumbers, lettuce, celery, onion, and many others.
Ever fudge up on a Facebook comment? Well, worry no more.
- You can now edit your own comments.
- You can see the edits your readers have made! (no, you cannot edit their comments)
To edit a comment you have made, simply click on the pencil button to edit.
If one of your readers have made a change to their comment, it will read Edited in grey. You can click on it to see what changes he / she has made. Pretty nifty, right?
Now, feel free to be reckless and have all of the Freudian Slips you want.
Yours truly,
Lawrence Chan
P.S. Isn’t this one of the coolest chandeliers you’ve ever seen? I was doing an editorial photo shoot in Los Angeles and came upon this at the host’s warehouse. Wicked prop.
Away for vacation, in a different time zone, or just want to sleep in? Well, Facebook allows you to schedule posts, so that maintaining relevancy couldn’t be easier.
In another post, I talked about about how Facebook is now a Timeline (and more) – whereas all posts are pinned to a timeline of origin.
As part of this Timeline feature, Facebook allows you to pre-date posts (e.g., milestones in the past) and schedule posts in advance!
Scheduling Posts
There are third party programs like Hootsuite and Tweetdeck that offer similar services, but Facebook Scheduling has advantages.
- Facebook Scheduling allows you to tag companies / Pages.
- Facebook Scheduling allows you to upload photos.
- Facebook Scheduling allows you to backdate content
Let’s get started. Hit the schedule button on the bottom left of a post box.
If you have not set when you were created (born, founded, started, opened or launched), you must do so lest your posts be a scatter on your Timeline.
Set a date that proceeds the current moment.
Don’t be alarmed if the post disappears after you schedule. It’s still there; just hidden from the current Timeline. In order to see it, select “Use Activity Log” to see it in your Admin Panel.
You will find your Scheduled Post and three options – change the time to post, publish now or cancel the post.
That’s it!
So, sit back. Relax. Open a bottle of Corona and let technology take care of you.
Pamper yourself,
Lawrence Chan
P.S. Don’t over pamper or you’ll end up drunk with Homer Simpson. This photo was taken in New Orleans, Louisiana.
On February 29, 2012, Facebook rolled out their new Like Pages. If you haven’t converted over, it will be mandated by March 30, 2012.
If you have gone through the tutorial, then you should be acquainted with the updates. However, I’m going to add my own insights to each section:
- Branding
- Analytics
- Messaging
Branding
There are a number of areas that have changed including the rules and condition. Please read carefully.
Cover Photo
The cover photo is probably the most obvious update of them all. It precedes your Timeline, so it’s important to have your brand message speak loudly and clearly.
- Dimensions: 850px by 315px
- Be sure to review the Page guidelines. There are important things that you must not do, such as “40% off” or “Tell Your Friends.”
This is where you can be creative without being too sale-sy. Yes, I made that word up.
Profile Picture
No more long vertical images. It is now a square that sits on the bottom left corner of your banner. Be creative and add something that represents you.
I talk about humanizing a brand all of the time. One of the most important features is to have your own profile (not a photo of a flower, client or kid).
This is one of the reasons why I believe Siri is so popular – she’s a person – while other voice command systems failed.
About Page
Before, the About Page was on the left column. Now, it’s prominently under your Profile Picture. Get creative!
No More Landing Tab
This is one of everyone’s disappointments. Don’t worry, they still have the Like, then reveal capabilities.
Therefore, it puts more emphasis on your Cover Photo to make your Page clear as possible. In exchange, Facebook does have certain Timeline features that can help promote your brand better. Read on.
Separate Page for Custom Apps
Custom apps are now on separate pages. If you already have one, they put it right in the center now, so that it’s pretty. You’re limited to 12 apps on your page.
- Dimensions: 520px by 810px (still the same)
Pin
Since we don’t have Landing Pages, it’s important that your Timeline reflects your brand.
One nifty feature is pinning posts, so that it will stick to the top of your Timeline. This way a cool post won’t be drowned in a Wall of updates.
Highlight
Highlight is a cool way to, well, highlight a post. Rather than making it float on the left or right side of a Timeline, it expands across the Timeline’s full width. It definitely adds attention to important updates.
Analytics
Facebook combined most of the important Analytics all into one section above your Timeline – Notifications, New Likes, Insights. No one can see it except for you.
Engaged Users
One overlooked feature about Facebook Insights is Engaged Users. I’m not talking about just looking at the number. If you click on the number of Engaged Users, it’ll show you how many people gave “negative feedback.”
A Negative Feedback is not an Unlike. It’s just as bad though. It’s when people decide to hide your posts. So, use this as a measure to see what posts work and what posts don’t.
To see your Insights, follow these instructions:
- Go view Insights.
- Hit “See All.”
- Under the graph, find the fourth column – Engaged Users.
- Find the individual Post you want to examine and click on the number of Engaged Users.
- A window should pop up with the information you need.
Messaging
In the past, Brand Like Pages cannot message people and vice versa. You had to have a Personal Page to do so.
Now, you can directly communicate with Like Pages. If you choose to not have this feature on, you could turn it off.
Conclusion
Overall, there are a lot of updates, but I welcome new changes. Facebook is always trying to improve. I’ll always write about updates on social media marketing. So, be a smart photographer and keep up!
- Follow my Facebook Page
- Follow me on Twitter
- Subscribe to newsletters for weekly fortune cookies
Do you like the changes? Comment below. And if you found this useful, share!
Ciao for now,
Lawrence Chan
P.S. I just discovered a card game and I’ve been obsessed with it. Monopoly Deal card game is so freaken awesome! That is all.
Although it’s debatable between the benefits of a Personal Page versus Like Page for business, I strongly feel that the former still holds great value as we build relationships with clients in an intimate way. For example, Facebook Personal Pages allow you to see clients’ updates whereas a Like Page can only push information outwardly.
In any event, let’s talk about the Ten Commandments of Facebook Personal Pages.
1. Thou shalt not invite everyone on their Friends list to an event.
I live in the United States, but I get invites to parties — get this — from across the Atlantic Ocean. Does this screenshot qualify his or her efforts? Localize.
Instead, create an event and post it on your Timeline. If it piques interest, people will join.
2. Thou shalt not tag for the sake of viewership.
Don’t upload a photo and tag everyone for the purpose of having them see it or shown on their respective Timelines, especially if they’re not even in the photo.
3. Thou shalt not promote oneself 24/7.
If you can’t produce beneficial content, then share content relevant to your business goal. Go ahead and throw in some funny pictures like cheezburger cat.
4. Thou shalt not complain 24/7.
Splendid. For the 3rd week in a row, you have insomnia. Repeating it won’t make it go away.
I know that life sometimes stinks. We will console you. Ultimately, focus on feel good factors.
5. Thou shalt not invite everyone to Like your Page.
If you have a Page, good.
Create some worthwhile content and tag yourself, so that it’ll enter people’s newsfeeds. If viewers are curious enough, they’ll explore. Forcing invitation of your Page to everyone is annoying.
Here’s another idea: host a giveaway.
6. Thou shalt not invite all Friends to play a game.
Negative.
7. Thou shalt not request all Friends to use an application.
Another negative.
8. Thou shalt not mass email everyone on his or her Friends list.
We hate spam. Even Spam Musubi isn’t that appealing … Why do it on Facebook?
9. Thou shalt not invite people to Groups without their knowing.
The perfect way to wake up in the morning is to realize that you’re unknowingly part of an active Facebook Group, so it plugs up your real notifications.
10. Thou shalt not update every hour.
Thanks for letting everyone know that you’re at the supermarket via FourSquare. And then at home. Followed by a visit to a burger joint. Next, a pit stop at Starbucks. And so forth …
Bottom line? Be considerate.
Facebook is always evolving, so this list will inevitably evolve. Just don’t do things you don’t think is cool.
I’m not complaining. I’m saving whomever face. I still quietly and diligently unfollow Groups I was forced into. I still quietly and diligently untag myself from photos that have no relationship to me. I still quietly and diligently …
Alas, not everyone is like me. The aforementioned actions could really upset others — like a permanent ban.
Saving people from trouble,
Lawrence Chan
P.S. I’m having an Häagen Dazs social at WPPI. Come join me Sunday, Feb 19, 2012 – 6:00 PM!
P.P.S. If any of these have happened to you, share.
P.P.P.S. Did I miss anything?
P.P.P.P.S. A nice note from Mark Oristano for my pricing and packaging e-book.
As of this week, Facebook decided to change yet another aspect of its social network. I’m not complaining 
It’s generally for the better.
Have you ever seen an ugly Facebook Business or Personal page URL? It might look something like http://www.facebook.com/pages/Tofurious/220354592565.
In the past, Facebook required a minimum of 25 Likes before you could set a vanity URL like http://www.facebook.com/TofuriousPage. Now, you can customize your vanity URL without any Likes.
- Login to Facebook.
- Go to Edit Page or click the following link: http://www.facebook.com/username/
- Select the Page you wish to customize.
- Enter desired username or vanity URL.
- Check availability.
- Confirm.
Choose wisely. Once it’s set, it’s set. There is no givesies backsies!
And if you don’t have one, OMG please stop what you’re doing and GRAB ONE … NOW.
Other Stuff …
On another note, Facebook has also increased its picture resolution allowance to 960px wide. Wow. Plus, they have a nice white theater effect; much better than the black one.
Go to my Business page to see the bottom image in theater mode!
Bondi Beach, Australia
Anyway, to see more social media marketing for digital photographers, visit this tag.
Ciao,
Lawrence Chan
P.S. Don’t eat a bowl of chips right before you go surfing … oh the ramifications. On the bright side, unlike Santa Monica Beach, Bondi Beach does not have floating diapers.
