Facebook Launches 'Interest Lists' (Why Marketers Should Care)

Posted by Dmytro Matvisyk on Fri, Mar 09, 2012 @ 06:03 AM

Taking a page out of the Twitter playbook, today Facebook revealed its launch of "Interest Lists," strikingly similar to Twitter Lists, which have been around since October of 2009. According to TechCrunch, Facebook will be rolling out Interest Lists to users over the next few weeks.

What Are Interest Lists?

Interest Lists allow users to organize updates into separate topics from a collection of fan pages and public figures who have the subscribe button enabled on their profile. For example, a user could create a "Recipes" Interest List, adding to it fan pages like Betty Crocker and the Food Network, as well as the profiles of their favorite food bloggers to which they subscribe.

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Users can also subscribe to Interest Lists created by other people, as Facebook will suggest popular lists and make it easy for users to discover lists created by their friends.

While content from Interest Lists to which you subscribe will automatically get pulled into your main news feed, individual Interest Lists can also be viewed in a separate news feed of their own, so users who follow an individual list can access a feed dedicated to updates just from pages or people included on that list. To do so, the user clicks on the Interest List in the left sidebar on their Facebook homepage -- AKA their news feed.

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When a user creates a list, only he/she has the power to edit it. The creator can also choose to make the list private, available to friends, or allow it to be publicly available so it will appear in Facebook’s list recommendations to others and enable them to subscribe.

How to Create an Interest List

If Facebook has rolled out Interest Lists to you, locate 'Interests' in the left sidebar navigation on your news feed (you may need to click "more" at the bottom to see it). Click 'Interests' --> 'Add Interest,' and then you can search for other Interest Lists or create your own.

When creating a list, a user can then add pages or people they're already subscribed to, as well as choose other popular pages/people in specific categories (e.g. Art, Books, Business, etc.) that Facebook recommends, or search for people/pages to add on their own.

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Once you've created your list, click 'Next,' and choose a name for your list as well as who you'd like your list to be available to -- just you, your friends, or the public.

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How Marketers Can Leverage Interest Lists

Facebook has now made it a whole lot easier for users to curate the content they're interested in. So how can marketers benefit?

While it doesn't look like Facebook has added functionality to enable you to create Interest Lists as a brand page, we still see several benefits for marketers that come with Facebook's new feature.

1) Create Awesome Lists in Your Industry

You may not be able to create Interest Lists 'by' your brand page, but that doesn't mean a prominent, public-facing employee from your company can't. Ask one of your executives to create a list for your industry, and help him/her curate the best pages and people on it.

For example, if your industry is business services, you could create a list curating educational resources in the business services industry. Just make sure you add your company's business page to it, and then promote it to the high heavens -- on your blog, in social media, etc. If you're successful in generating a lot of subscribers for it, the updates you post to your Facebook business pagewill get seen by the subscribers of that Interest List, exposing you to people who may not be following your Facebook page directly.

2) Encourage Thought Leaders to Add the Subscribe Button to Their Personal Profile

While you're at it, encourage the public-facing executives and thought leaders in your business to add the subscribe button to their personal Facebook profiles and share your business' content. Individual people can only be added to Interest Lists if they've implemented the subscribe button, so doing so will enable users who are creating new Interest Lists to add your business' thought leaders to their list, increasing the chances of exposing your business' content to people who subscribe to those lists.

3) Promote the 'Add to Interest Lists' Feature on Your New Facebook Page Design

You're getting up to speed with the new Facebook page design, right? With the new design, visitors to your page can easily add your page to one of their Interest Lists using the drop-down menu at the top of your page. So first, update your business page to the new design (you'll be forced to do it on March 30th anyway), and then encourage page visitors to add your page to their Interest Lists where appropriate. Using the new 'pin' feature of the new Facebook page design, you could even anchor a message that encourages page visitors to do this at the top of your page.

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4) Create Content About Industry News

We can't help but see a connection between Interest Lists and the power of leveraging fresh content about industry news. Think about it: if something newsworthy happens in your industry and you're the first to cover it on your blog and promote it on your Facebook page, you'll indirectly also be broadcasting that news (and your brand) to any Interest Lists you're a part of. And being first means you'll likely capture the majority of traffic interested in that news to your blog. In today's online world, timeliness wins. Think about how you can do some newsjacking in your industry to get in front of your audience. As an SEO bonus, you'll also benefit from Google Panda's emphasis on fresh and timely content! 

5) Create a Must-Subscribe, Content-Rich Facebook Presence

Facebook users are never going to add your business page to one of their Interest Lists if it's not, well ... interesting. So if you want your business page to be on every Interest List pertaining to your particular industry, you need to be regularly updating it with fresh, relevant, and high-quality content. That's right -- content is still king, so if content creation isn't already a central part of your inbound marketing strategy, this just makes another compelling case for why it should be.

What do you think about Facebook's new Interest Lists? How else do you think marketers can leverage them?

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/31766/Facebook-Launches-Interest-Lists-Why-Marketers-Should-Care.aspx#ixzz1ocLqF821

Topics: n5r blog, fan page, social media, facebook, n5r, 2011 Social Media Marketing, Facebook news, new facebook ad-ons, analytics

Facebook Launches Revamped Insights Tool for Business Pages

Posted by Roman Bodnarchuk on Wed, Nov 23, 2011 @ 18:11 PM

Inbound marketers of the world, today was a good day. Upon logging into your Facebook business page, you may have noticed a little box pop up that read, "Introducing New Insights for Pages." (This is the point where you realized today was a good day.) The revamped insights feature comes fully loaded with metrics that are truly insightful and can help you super-charge your Facebook marketing. Here's how.

1. Important Metrics

While we've always known how many total likes a page has, we can now clearly see the total reach our page has based off these likes. In other words, "Friends of Fans." This number is the number of people you can potentially reach if everyone you are connected to talks and/or shares your page on their account. 

Facebook also included a "People Talking About This" and "Weekly Total Reach" metric. The first is the number of unique people who have created content about your page on Facebook in the past week, meaning they have never shared your content previously. The "Weekly Total Reach" is the actual number of people who have seen that content, which is aggregated by adding all the people ("friends") each shared post has reached. Pretty nifty stuff, huh?

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Marketing Takeaway: A count of total reach is to a marketer what a count of total media impressions is to a PR specialist--except better. When a story is published in a magazine, we know how many people are subscribed to that publication, but we can never truly measure how many additional people have seen it. Facebook's new reach metrics allow you to see exactly how far beyond the initial fan that content went. The more the content is viewed, the more people get directed to your page, and the higher the chance of them clicking on an offer.

2. Overview of Activity

Facebook insights have always provided a graph highlighting "New Likes," "Lifetime Likes," and "Monthly Active Users." While the first two are intuitive, what the heck does "Monthly Active Users" really mean? This information does not direct our social media marketing efforts in any significant way. Thus, it is with great joy that we are introduced to an upgraded graph that shows how individual posts influence the number of people talking about you, as well as the impact it has on the overall reach. The size of the circle simply indicates how much you published that day (in the screenshot below, the small circle is 1 post and the bigger circle is 3 posts). The graph also provides a visual presentation of the aforementioned "People Talking About This" and "Weekly Total Reach." 

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Marketing Takeaway: Take the time to analyze the number of posts published per day compared to the number of people talking about those posts and the total reach for insights into your content strategy. In HubSpot's case, the graph hints that the number of posts published does not directly correlate with the total shares or reach. This tells us that regardless of whether we post once or thrice, it's the value of the content we're posting that is generating our reach.

3. Understanding Your Posts

Now this is truly why the updated Insights are so spectacular. Ever wondered the total reach for each individual post? How many users that specific update engaged? How many people are talking about it? And the virality of it?! Facebook has answered our deepest marketing wishes. As displayed in the screenshot below, we can now look at the metrics for each of these factors and know exactly how it played out. And if that wasn't enough, you can also filter the post type to specifically measure how photos, status updates, videos, etc., are stacking up.

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Marketing Takeaway: This tool can you help you evaluate what types of offers are performing well on Facebook, giving you insight into what your fans actually wantYou can then post offers catering to that to more efficiently earn social media leads. Additionally, seeing the virality, which measures how likely a person is to share that piece of content, is a fabulous way to gauge the type of content your fans will respond to.

4. Analyze Your Audience

While Facebook previously included a breakdown of the demographics, these statistics were subjected to those who have 'liked' your page. You can now further analyze the structure of two additional populations: people reached and people talking about this. Each set of metrics is organized the same way, but simply clicking on one of three populations can give you insights into the demographic of people beyond those who like your page.

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Marketing Takeaway: Just because a user 'likes' your page does not mean he/she is sharing your content. So while demographic information is good to know about these people, it's even more valuable to know for people who are actually engaging and reposting your content, because it allows you to know what your real fans want. These metrics for reach are valuable for helping you target new customers by determining who is frequently seeing your content, therefore increasing the possibility of converting them into a fan.

5. Present Like a Boss

Just as before, Facebook allows you to export your Insights. With the addition of these new and improved features, you can now pull a report flooded with valuable data that will provide you and/or your marketing team with key insights into the boatload of topics discussed in the four points above. 

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Marketing Takeaway: Be sure to include these reports in presentations revolving around your social media efforts. Also, export and save them at various points in time to compare and contrast your inbound marketing efforts. 

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/29064/Facebook-Launches-Revamped-Insights-Tool-for-Business-Pages.aspx#ixzz1eZaqU2pj

Topics: n5r blog, fan page, social media, facebook, n5r, 2011 Social Media Marketing, Facebook news, new facebook ad-ons, analytics