Why aren’t people attending your events? 3 event marketing don’ts

If you’ve ever planned events, you know how frustrating it can be if they don’t turn out the way you thought. Fortunately for me, I’ve planned smaller meetup-type social events that aren’t the fundraising kind. Even if only a few people show up and have a few drinks and a few laughs, you and your guests can consider it a successful evening.

You would think that social media marketing would give event planners a huge leg up to get tickets sold and butts in seats. It’s summertime right now – a busy time for events – and my friends and I are checking out festivals and meetups on a regular basis.

But I’ve seen so many huge, basic event marketing mistakes that make me wonder if anyone is forking over their dollars to pay an admission fee. Here are 3 event marketing don’ts. Names and identifying features are blacked out to protect the guilty. Hey, I’m annoyed, but I’m not a jerk.

Don’t forget vital information – like the time. And LISTEN to your Facebook fans.

I recently paid $112 for 2 tickets to a brand-new music festival. Happy to do so – my husband and I love one of the bands that’s playing, the festival is 5 miles from our house, and neither of us had plans for the day.

The problem? We’ve heard about the festival for a month, and – even after buying the tickets – could not find the time that it starts and ends. Anywhere. Not on the festival’s official web page, not on their Facebook page, and not on the Ticketmaster site. Despite that, we bought tickets anyway (again – we do not have plans that day and we are really excited to see one of our favorite bands), but none of our friends purchased tickets because they wanted to know the start and end time before committing.

So I decided to ask the festival organizers to give us basic information that should be part of any event’s public-facing digital and social presence. And this happened:

Facebook Festival No Time Listed

I asked organizers about the time, and – instead of answering me – they liked my comment. What?! Did they even read my comment? I just paid $112 for tickets. Tell me when I need to show up. Why is it so hard to find this out? By the way, their answer was wrong. They officially released the schedule on their website since that post, and the entertainment begins an hour later.

If you are having an event, please make sure the time and date are EVERYWHERE. And make sure the information is CONSISTENT. I’ve never had this experience anywhere else, and it is ridiculous. Attending an event should not involve attendees begging organizers to tell them where to show up.

Don’t put the burden on your attendees. And be professional.

I love 5K races. There’s a few local 5Ks that I’ve participated in since moving to New England. I know – 5Ks are mostly an all-volunteer effort, and sometimes that means you’re not going to get top-notch, professional marketing. But you should make an effort because it could make a difference.

This email is from a 5K I’ve participated in for the last 5 years. The first year, organizers sent an email and did not use blind carbon copy. Everyone on their list was in the To: line. So unprofessional. This year’s email takes the cake:

5K Email

They sent a reminder through the registration service – my Gmail flagged it as possible Spam. And the organizer tells his potential attendees in a poorly-written email to register ASAP so he doesn’t have to deal with last-minute registrations like he did last year.

Excuse me?

Last-minute registrations are NOT my problem as an attendee for a 5K race. There are a lot of people who do wait until the last minute because of weather. Your communications to attendees should be professional (check your spelling and grammar!), provide the facts, and thank people for even considering your event. That’s it.

Be mobile-friendly

Here’s a reality: A large portion of your audience is finding your event information via mobile. And that’s because a smartphone is an important part of our daily life –  79% of adults age 18-44 have their smartphone with them 22 hours a day. We’re using mobile when we’re meeting up with and talking to our events and making plans. We’re using mobile while we’re watching TV at night. We’re on our smartphones when we’re waiting in line. We are using our smartphones as a way to plan how to spend our money and our free time.

Please make it easy for us to find information about your event, and don’t make us look at things like this:

Event Calendar

Can you read this calendar? I can’t. Unless I squint and scroll, and use an un-pinching motion to zoom in. And I’m probably going to click the wrong link because sometimes links are too close together. No matter how much I zoom, I can’t aim that well with my giant finger.

Your website and your event information need to be easy for me to find, read, and scroll on a mobile phone. If it’s not, I’m going to give up and check my email. Or check out my Facebook and Instagram apps. Make sure your font is not tiny. Don’t overload your page with lots of paragraphs and photos. I don’t want to spend 5 minutes scrolling. Give me the basics on one page. Not sure if your event info is mobile friendly? Try it out on your phone, or ask a friend or colleague to check it out. Can they find what they need right away?

What should you do?

I’ve covered the don’ts today, but what should you be doing? Check out my posts on marketing best practices. Or add your suggestions in the comments. If you’ve found examples of event marketing gone wrong or event marketing done right, I’d love to hear about it!

How one small business creates great Facebook content

Anyone who uses Facebook for social media marketing is looking for that magic bullet of content: What can I post that will get my fans talking, make them loyal, and spread the word about my business?

One of my favorite local small businesses has figured it out. Modern Edge Art Bar is a studio in my area that offers BYOB painting classes, jewelry classes, birthday parties, and kids classes. I have taken 3 of the BYOB classes, and was thrilled as a non-artist that I could have so much fun with my friends and walk out with a painting I am proud to hang up at home.

When I first heard of Modern Edge last summer, and liked their page, they had a few hundred fans. Since then, they’ve grown to 1,200 fans and have expanded their business – last month they moved to a larger space, increased their staff, and added more classes.

I think that word of mouth had a lot to do with Modern Edge’s growth, and they’re getting great word of mouth through Facebook because of the engaging content they share. Here are 5 ways Modern Edge creates great Facebook content

1. They strike the right tone

Modern Edge doesn’t post bland text updates about products or services. They share information about their business in a friendly, helpful way. This post is about a possible painting for a future BYOB class – it got 33 comments and 133 likes.

Modern Edge Painting

2. Photos, photos, photos

There is no mystery about what happens in a Modern Edge art class. They post photos of what project the class will work on. They post during a class. They post photos of happy artists with finished projects. This is the cover photo they posted after a class I attended with my friends.

Modern Edge Cover Photo

3. Call to action/get people to share

Want to drive traffic to your products or services? Modern Edge has this down: tell people how many seats are left. Or ask your fans to share on Facebook for a chance to win a free class. This post got 47 comments:

Modern Edge Giveaway

4. They ask for their customers’ opinions

Modern Edge instructors are trained and skilled art teachers. But you can’t fill your classes if no one wants to learn what you’re teaching. They keep their classes fresh by asking their fans what they want.

Modern Edge Facebook Poll5. They’re not all business

This Bob Ross meme is spot-on. It’s about art and it’s entertaining to fans, which is why it got 53 shares.

Modern Edge Bob Ross

Need more help with Facebook marketing? Check out my other posts about Facebook!

A lesson on Facebook EdgeRank: Fans miss out when they don’t engage

Like ButtonIt’s not a secret that – as a user of Facebook – you don’t see every single thing posted by people or pages in your little corner of the Facebook universe. It’s all based on Facebook’s EdgeRank algorithm.

If you’re not familiar with EdgeRank, check out this nifty infographic by PostRocket – EdgeRank is Facebook’s formula that determines what a user sees in their newsfeed. It’s a complicated secret sauce, but the basic idea here is this: between your friends and the pages you like, there’s a lot of stuff being posted, and Facebook wants you see the posts that are most relevant to you. Relevancy is based on how much you interact with a friend or a brand page. The more you comment on, like or share posts, the more often that friend or page will appear in your feed.

Facebook has become a primary source of where we get our information about our friends’ lives, news, and what’s happening at local businesses. And if something’s not in your newsfeed, you’re missing out.

I experienced this in my life this week. It’s a small incident, but it illustrates the power of EdgeRank:

My friend Andrea and I take a Zumba class at our local gym. There are 2 instructors who teach the Zumba classes, and we prefer one instructor’s teaching style over the other. When we walked into the class this week, the other instructor was setting up. We saw a mutual friend and asked if she knew what was up – she said that the regular instructor announced on her Facebook page that she wouldn’t be teaching that day.

Not a big deal to most people, but it was to us. We left during the class, before the first song was over.

“We were on Facebook all day,” I said to Andrea. “Why didn’t we see this?”

And then it hit me: EdgeRank!!! (shakes fist and screams at the sky) I didn’t see the Zumba instructor’s post because I never interact with her content. My lack of engagement means those posts are hidden from my newsfeed.

Something else hit me: Marketers talk all the time about what brands need to do – create engaging content, share more visual content, think about the frequency of posts, and find out what days and times are best – but the fans have a responsibility too.

If you are really loyal to a business, it’s a good idea to interact with a brand on Facebook on a regular basis so the information you’re interested in is coming to you in the newsfeed. It can be as simple as liking a post, or you could take a few seconds to write a comment. Or – if it’s something you think your friends might enjoy – click that share button.

Another thing that helps? Use Facebook’s interest list feature and give yourself easy access to all the recent information from the pages you really want to keep track of.

Have you missed out on something because you didn’t see it on Facebook? Let me know in the comments!

Want loyal customers? Take a lesson from Sephora: Teach them how to use your products

After the makeover: Melanie and I strike a pose during our post-makeover cocktail celebration.

Melanie and I strike a pose during our post-makeover cocktail celebration.

I am a member of the cult of Sephora.

Actually, I’m a VIB member – that’s Very Important Beauty – of their Beauty Insider rewards program for spending $350 in a calendar year (don’t judge; it’s not all for me – I do buy lots of birthday and Christmas gifts there!).

Why do I keep coming back? Because Sephora is not just a place where you buy makeup. You also have access to information and education – in the store and online – to help you choose the right products and learn how to use them.

This is a lesson that anyone – whether you’re a small business or big corporation – can use to win loyalty by letting customers try out products and services, and going beyond that with in-person demonstrations and social media content that provides education and best practices.

It starts with the store itself. If you haven’t been to a Sephora (or if you’re a guy and have stayed far, far away from them), they have a knowledgeable staff and aisles and aisles of makeup. Each product has a sample available that customers can try on. There are plenty of endcaps with disposable eyeshadow brushes, cotton swabs and tissues that allow you to try on the makeup (without getting any germs from the last customer). Beauty Insider members also get samples to take home and try based on purchase points earned – and a free birthday gift.

A Sephora palette from one of my Instagram photo-a-day pics.

A Sephora palette from one of my Instagram photo-a-day pics.

Sephora also offers a range of in-store educational services: express makeup application, classes and personalized consultations. Most are free, and a few are paid. A few weeks ago my friend Melanie and I made appointments for the customized makeup application, and it was definitely worth the price. The Sephora consultants were fantastic – they helped us with all of our questions on makeup application, indulged us with our “I always wanted to learn how to do ____” requests, and helped us find our own perfect colors and combinations. I had such a great experience and shared it on Facebook (word of mouth!), which is why I’m going back this weekend with 3 more friends – I’m picking up a few supplies and hanging out while they get express makeovers.

Most of their social media and email content shares that same combination – they strike a good balance of education and best practices vs. sales. The Sephora Facebook page and Pinterest boards are full of pro tips, links to Q&As with cosmetic company founders and reps, links to instructional videos, ideas, trends and invitations for fans to share their tips and photos.

Yes, Sephora is a global company and they want to make money, but they’re also providing a good experience for the customers with the sampling and educating. If you’re a customer, you can know on the spot if something’s right for you and not waste money on products that you’re never going to use. And if you’re a loyal customer, you’ll come back when you’ve used up your favorite shade of lipstick.

How can your business get noticed in the new Facebook news feed? More visual content

A look at the new Facebook news feed (image from Facebook)

A look at the new Facebook news feed (image from Facebook)

The most important lesson from Facebook’s news feed upgrade announcement this week is this: multimedia is critical to your business’ success on Facebook.

Photos and videos will appear larger in the news feed – currently that content makes up 50% of the stream. And there’s a good reason for that. Facebook users are more engaged with multimedia than with text updates alone, or with text and a link. MBooth found that videos are shared 12 times more than link or text updates, and photos are liked 2 times more than text updates.

It makes sense. for Facebook users – your fans and followers – photos and videos are a huge part of their social media activity. A recent Pew Internet and American Life study shows that almost half (46%) of online adults post photos and video, while 56% have completed at least one photo-sharing activity.

For small businesses who are already using photos and video, the changes validate the time and effort they spend on creating that content. For those that aren’t, it’s time to take stock of your content creation for 2013, and change those New Year’s content resolutions. The top content types that small businesses in a BusinessBolts.com study planned to increase this year were written content; 53% wanted to focus on video, and 30% planned to increase photo creation. If your business placed multimedia towards the bottom of the list, your smartphone is going to be your new best friend.

The time is right for multimedia content, especially for small businesses on a small budget – no one has to purchase expensive equipment, or hire high-end professionals to show off their business. Everything you need is on your iPhone or Android. The tools are extremely easy to use, and you don’t have to spend hours on your photos or video. A couple of images in a small album or photo collage, or a short video (really short if you’re using 6 second clips from Vine) are all you need. If you haven’t already, download Instagram and Vine, and start capturing engaging, interesting visual content.

We’re getting away from Marketing 101

This is a guest post by my friend, photographer and social media marketer Dana Dillehunt. If you have a minute (or two), please check out her photography website, read her blog, Like her on Facebook, and follow her on Twitter!

Dana is tired of brands and businesses abusing social media marketing. She’s got 4 tips on how you can redeem yourself:

Blonde Woman with MegaphoneIf McDonald’s was showing clips of ‘80s movies instead of advertising their food on TV, we’d all surely enjoy the commercials. But we’d have no idea that they were created by McDonald’s, and they wouldn’t exactly inspire a surge of Big Mac purchases.

So why are brands abusing the largest marketing opportunity available?

Somewhere along the blue-brick road, companies lost their way. They decided it was more important to have 1 million likes than 1,000 sales directly inspired by content. They wanted ALL THE FOLLOWERS, regardless of the actual audience composition.

So they stood over their social media minions (with whips! and fire!), evilly cackling away at LOLCATZ and ehrmagerds, completely neglecting their actual message. And no one bought anything from them, ever, and they went bankrupt and the media minions rose up and bought the company and renamed it something awesome and made all the bosses work as janitors.

Don’t let this happen to your business! Here are four no-fail ways to make sure nobody ever thinks of you (or your company) as a giant douche.

1. Stop asking your followers to LIKE, or SHARE, or COMMENT. They can read (they’re on Facebook, after all). Allow your content to inspire them, to drive them to do any (or all) of those actions. Even the least savvy of followers might be dissuaded from acting, just because you told them to. (We all have a little rebellious streak).

2. Don’t exploit memes because people “like” them. We don’t need any more stock Victorian imagery over pastel backgrounds with snarky text. Ain’t nobody got time for that. Does the meme somehow communicate your brand’s message? And on the rarest, (read: RAREST) of occasions, can it be modified or stretched slightly to align with your brand?

3. Don’t capitalize on national tragedies to leverage engagement. This is the douchiest move of all. We all groaned as brand after brand posted stock images of candles or flowers and aligned themselves as keeping “the victims of Sandy Brook Elementary in our hearts.” Just don’t do it. It’s tasteless. It’s OK to NOT acknowledge awful things. In fact, a nice way to acknowledge without being a total douche would be to NOT post. By not posting your typical upbeat, on-brand (albeit trite, in the face of tragedy) message, you are paying respect without exploiting. And we all know that it’s better to do a good thing without telling everyone that you’ve done it. Trust me. People will notice.

and of course, the most important lesson:

4. DON’T POST ANYTHING THAT DOES NOT DIRECTLY RELATE BACK TO YOUR COMPANY OR MESSAGE. Just re-read that a few times.

We’re all capable of producing fresh, inspiring and fabulous content, and have no need to resort to these awful (and surprisingly still prevalent) tactics.

3 tools to analyze the impact of your personal Facebook profile

I live in the world of social media marketing geeks, where we spend all day talking about how small businesses can effectively use their Facebook business page to market themselves.

There’s a lot of tools out there to measure ROI of your marketing efforts. Facebook has Insights for business pages, and there’s a lot of free and paid tools that exist as well.

But what kind of impact are you making with your personal Facebook profile? Who is engaging with the content you’re posting for your personal networks? What types of posts do your friends engage with?

Before we go any further: I am NOT talking about using a personal profile as your business page. If your business’s Facebook account has friends – not Likes – you are not using the right account. Stop reading this right now and convert your business’ personal profile to an official Facebook business page. Trust me. You’ll thank me.

Here’s what I found to give you some insight on your personal Facebook profile:

Wolfram Alpha Word Cloud

Apparently I say the word awesome a lot in my posts!

1. WolframAlpha’s Facebook Report

This first tool – free from computational knowledge engine WolframAlpha – is the most comprehensive of the 3. Click through to the Facebook Report, connect it with your personal profile, and you’ll receive a ton of information:

  • Recent posting history – posted links, vs. statuses vs. photos
  • The most frequent times and days of the week that you post
  • The total likes and comments, average likes and comments, and average length of your most recent posts
  • What words you use most frequently – and a word cloud!
  • Your most liked post and most commented posts
  • Your top commenters and sharers
  • Your most liked and commented photos
  • Friends’ demographic information
  • Most common names among friends
  • Friends with the most mutual friends
  • A graphic that shows different combination of “friend clusters” based on mutual interests/demographic information
One of my most popular Facebook posts. Apparently my friends want more stuff like this.

One of my most popular recent Facebook posts. Looks like my friends want more stuff like this.

2. Klout

If you haven’t signed up for Klout, you’re probably not a marketing geek. Klout provides each of its users with a score that shows how influential they are on social media.

In Klout’s words:

Klout measures your influence based on your ability to drive action on social networks.

The Klout Score is a single number that represents the aggregation of multiple pieces of data about your social media activity. We compute the Klout Score by applying our score model to these signals.

Marketers like to roll their eyes at the impact of a Klout score, but it’s also a bragging right. I think it’s fun, and I have a little bit of trash talk going on about the scores with a handful of people.

Klout monitors your personal Facebook activity, plus 11 additional social networks. It gives you a look at the most popular content you’re sharing on your personal Facebook profile – the posts with the most likes and comments, and who you engaged with.

3. My Social Strand

This last tool – from the National Marrow Donor Program – creates a cool infographic about your Facebook activity and networks (and suggests possible donation matches) that you can post to your Facebook page.

Connect it to your profile, fill out some basic info (city and state), answer a few questions (Zombies or Aliens?), and My Social Strand will create something like this:

A personal infographic! Woo hoo!

A personal infographic! Woo hoo!

You’ll get some interesting facts about yourself vs. your friends, which friends are most engaged with you, and your average activity level on Facebook.

I hope you try out these tools too! Let me know if you’ve found any more tools like this in the comments.

15 tips for using social media marketing for nonprofit events

Yes, I know it says Tweeter (I didn't create it). But having the social info on table tents was progress!

Yes, I know it says Tweeter (I didn’t create it). But having the social info on table tents was progress!

I’ve volunteered for my local United Way the last two years, but I’m not building houses, helping with community gardens or raising money. I’m using my social media marketing skills to help the agency with social media for their events.

My role is to engage their audience of volunteers and supporters before, during and after events, including traditional save-the-date/registration, thanking volunteers when the work is done, and creating and sharing multimedia. Most of the work takes place during the event day – including live posting and working with a group of volunteer photographers who provide images and video content.

After helping with several events – including annual Martin Luther King Jr. service days and the Day of Caring – I’ve learned a lot of tips on how to use social media for nonprofit event marketing, and I’d like to share a few of them with you:

Working with the nonprofit staff, volunteers and supporters

1. Create a content calendar – Meet with event organizers at least two months prior to your event to plan out your social media communications. Include save-the-date messages, registration reminders, linking to monthly newsletters, and highlighting sponsors and participating organizations. Balance your event content with your everyday content so you’re not just talking about the event all the time.

2. Meet with everyone who has access to the organization’s social media profiles – It’s important to review basic social media marketing best practices to prevent oversharing, to know who is posting what content, and to review social media etiquette (such as not liking your own posts).

3. Look before you post – If you are a Facebook admin, you will get alerts when a fan interacts with your page or content. You don’t get alerts if another admin has posted to the page. Even if you have planned your content with the other admins, someone will forget. Check the time and the date of the previous post to avoid oversharing.

4. Integrate your marketing – Remind event organizers to include links to the nonprofit’s social media sites on every communication that goes out about the event, and make sure you have a sentence or two that lets volunteers know that they can find event updates there during the event day.

5. Follow your supporters – It’s important to thank your supporters – those who gave money to your cause, as well as those who sent teams to participate in your event. Get a list of supporters before the event day. Make sure your nonprofit’s page likes their pages, and your Twitter account follows their accounts. When you thank them on Facebook or Twitter, tag them. They’ll be notified that someone’s talking about them, and any interaction they have with that content will be seen by their fans, and so on.

6. Encourage volunteers to participate – If your volunteers don’t know that you’ll be providing live updates throughout the day, they won’t know to check your Facebook page or tweet about the event. Let them know in your event communications. Tell them at the event kickoff. We have lots of younger volunteers at these events, so – at one point during event kickoffs – one of the organizers holds up their smartphone and tells volunteers it’s OK to use it. We usually create an event hashtag for Twitter, and we’ve been getting better about sharing it and the social media info during the kickoff –we had table tents with the Facebook URL, Twitter handle and Twitter hashtag on display at the Martin Luther King Jr. service day this month. Volunteers had plenty of time to pull out their smartphones and follow us as they were having breakfast.

Working with volunteer photographers

All of the events I’ve worked on have involved projects that require physical labor. A few of them have involved multiple locations, so the following are tips for working with volunteer photographers under those conditions:

7. Use Dropbox to gather multimedia –You’ve got multiple people who are shooting at multiple locations and are producing dozens of large image files. Dropbox is the easiest and best way for you to receive those images. Create a folder for the event and share it with your volunteers ahead of time. New Dropbox users have trouble navigating the site, so setting this up ahead of time and providing instructions for uploading photos will make it easy on your volunteers and yourself.

8. Minimize your uploads – During an event day, I’ll edit as many images as I can and post them all at once in a Facebook photo album around lunchtime to show fans the progress that’s being made. I’ll wait for more photos to come in, and then add the rest of the images that night or the next day in one bulk upload. By adding a ton of photos at once, that action appears once in the newsfeed and will keep me from oversharing.

9. Provide some photography guidelines

  • No butts – Volunteers who are working at the Day of Caring or the Martin Luther King Jr. service day are typically doing a lot of bending over – working in gardens, painting rooms, or hammering nails. So you’re going to get a lot of photos of butts unless you point this out to your photographers. I don’t know about you, but I really don’t want a photo of myself bending over to appear on Facebook. Ask your photographers to slow down, take their time and find a more flattering angle.
  • Smiling and candid shots are great – These events are about working hard, but they’re also about teamwork and having fun. Encourage your photographers to get group shots at project sites. These are great images for nonprofits to add to their website, blog or promotional pieces about their programs.
  • Ask for the top 10 – Save yourself and your photographers some time by asking them to send you the top 10 photos from each project site. It’s not realistic to use every image that was shot that day – no one wants to look through a Facebook album of 300 images to try to find themselves.

Working at project sites

On event day, your role is dependent on technology, so make sure you have everything you need:

10. Wifi – Does the event site have wifi? If so, get the account name and password ahead of time. If not, consider purchasing a mifi/wifi card to create your own wireless hotspot.

11. Social apps – Are Facebook, Twitter, Instagram, HootSuite, or TweetDeck installed on your phone? Do it before the event day so you’re not trying to remember logins and passwords on the fly.

12. Electricity – Are there outlets on site, and are there enough? You might think about bringing an extension cord to support your laptop power source and any chargers you need.

13. Batteries – Are all batteries charged for digital cameras and video cameras?

14. Cell phone contacts – Add your event staff and volunteer photographers ahead of time so you’re not digging through notes or paper lists to find their contact info.

15. GPS – If you’re traveling to several project sites, consider using an app like Waze to get turn-by-turn directions.

This is a long list, but it’s essential if you want to get the most out of social media for your nonprofit’s service days and events. If you can think of any other tips, please share them in the comments!

How your business can prepare for Facebook Graph Search

Facebook Graph Search

Facebook’s big Graph Search announcement today was a wake up call for businesses. Essentially, Facebook is the next big search engine and local search app. Your potential customers are on Facebook, and if you’re not using Facebook for marketing, you won’t be found.

If you’ve been on the fence about using Facebook for marketing, or you haven’t done much with your page, this is why Graph Search matters:

So, you can see where this is going. Facebook is where we’re going to find the products, services and recommendations we need. A lot of this searching is happening when we’re on the go with our smartphones – which people are already using to access Facebook. Graph Search is how you’re going to be discovered.

This is a win for businesses and marketers. We’ve all been trying to figure out how to beat EdgeRank to make sure our posts show up in our fans’ news feeds, because – due to the EdgeRank formula – only 16% are seen by your fans. As more people use Facebook as a search engine, your chances of coming up in a search will increase because of the content you’re already creating.

How can you prepare your business for Graph Search?

  • Fill out all of your profile information – even if it’s already complete, give it a second look. Is everything current? What keywords could you add to your description that would benefit you in a Graph Search?
  • Make sure you’re regularly adding visual content because photos and videos shared on Facebook will also come up in a Graph Search. It’s a good idea to do that anyway – posts that include images will get 120-180% more engagement than just text.
  • Grow your fanbase. A no-brainer, but Graph Search results are personally tailored based on what a Facebook user – and their friends – like. So make sure you are:
    • integrating your marketing efforts. This sounds basic, but only 19.5% of small businesses have a link to their Facebook page on their website. Make sure there’s a link in your email newsletter, your blog and anywhere else you’re listed (LinkedIn, Twitter, Yelp, etc.) in your profile or about information.
    • creating engaging content to keep your fans interested, improve your page’s EdgeRank, and amplify word of mouth. The more your fans interact with you, the more likely you’ll show up in their news feed. And the more your fans interact with you, it will appear in their friends’ news feeds.
    • preparing offline. Do you have signs or decals in your store that promote your Facebook page? Do they have the entire URL (facebook.com/yourbusinessname) or a QR code so they’re easier to find and Like by smartphone users?

Want more info on Graph Search? Check out this business guide on the Facebook Studio site.

What do you think of Graph Search? Let me know in the comments.

3 tools that will turn your Instagram images into a Facebook cover photo

It’s been over a year since Facebook introduced cover photos for profile and business pages, and I’ve only changed mine 9 times. Why? That is a big space – 851 by 315 pixels. Whatever you put up there is huge, and you want it to be good, right?

That’s where Instagram comes in. Their filters and tools let you look like a photography rock star. Why not use all those great images you’ve been creating, and make them into your cover photo?

I’ve found 3 tools that will help you create a beautiful Facebook cover photo from your Instagram pics:

PicStitch

PicStitch (available for iPhone and Android) is a collage app with 70 different layouts. To create your cover photo, choose your layout, then click on Aspect in the tools on the bottom of the screen. After you choose Aspect, you have several sizing options; scroll until you see the one called FB Cover.

PicStitch FB Cover

To add your photos, click on any of the boxes in your collage layout and click the Edit tool. Then choose your Instagram images you’ve saved in your phone’s photo album or on Facebook. Once your photos are in place, click Export, and choose Facebook.

PicStitch Edited and Export

Statigram

Statigram is an Instagram management dashboard that tracks your Instagram stats, but did you know it’s another tool that you can use to make Facebook cover photo collage?

To get started, click the Promote tab, and scroll down to Profile Cover. Click the Create your cover button, and Statigram will automatically pull and size your images.

Statigram Create Your Cover Button

It takes a few minutes, but you get an easy-peasy way to create a cover photo. When your image is all set, right click it and choose Save image as to save to your computer. Then use Facebook to upload to your page.

Statigram Save Image As

InstaCover

The InstaCover site makes a Facebook cover photo that’s a bit similar to Statigram, but you get editing options. Start by choosing which Instagram account you want to pull from – it doesn’t have to be yours – by entering the Instagram ID. You could also make collages out of categories, tags, or photos you’ve liked. Choose your layout and spacing, and then click the Preview button.

Insta-Cover Choose Options

InstaCover pulls up a draft of your cover photo, which you can edit. Click the orange X in the top right of any photo to drag and drop to another spot, or delete it. When you delete it, InstaCover replaces it with another Instagram photo. Click the Final Preview button when you’re finished editing.

InstaCover Edit Drag and Drop

You’ll see the finished cover photo, and you can save it to your Facebook profile by clicking the Save to album on Facebook button.

Save InstaCover to Facebook

Changing your cover photo

None of these tools instantly changes your cover photo. You need to be on your page to do that.

Go to your Facebook page, and hover over the bottom right corner of your current cover photo. A Change Cover option will appear. Click Choose from Photos.

Change Cover

Select the new cover photo you just added to your Facebook page.

Choose from your photos

Voila! You now have a collage cover photo made from beautiful images you created with Instagram.

PicStitch Cover Photo