Facebook has made considerable changes recently to its platform that affects how brands and consumers use the social network in May/June 2013. The introduction of Verified Pages and hashtags, the phasing out of Sponsored Stories and introduction of new Insights are important developments to understand in the scope of brands’ overall digital and social strategies.
Moreover, Instagram, the photo-sharing app owned by Facebook, has introduced video functionality. This POV contains an overview of the latest developments and considerations for brands and marketers.
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Facebook Changes: June 2013
1. POV: Facebook Changes June 2013
Introducing Hashtags, the end of Sponsored Stories, photos in comments,
Verified Pages, Instagram Video, and new Facebook Insights
June 2013 By: Matt Kelly, Claire Lekwa, Dhara Naik, Meghan McMahon, Brian Camen,
Eric Munn, Mac Cullen, Yianni Konstantopoulos, Kate Donahue
2. Facebook POV June 2013 2
Executive Summary
Facebook has made considerable changes recently to its platform that affects how brands and
consumers use the social network in May/June 2013. The introduction of Verified Pages and
hashtags, the phasing out of Sponsored Stories and introduction of new Insights are important
developments to understand in the scope of brands’ overall digital and social strategies.
Moreover, Instagram, the photo-sharing app owned by Facebook, has introduced video
functionality. This POV contains an overview of the latest developments and considerations for
brands and marketers.
Table of Contents
Introducing Facebook Hashtags
Ending Sponsored Stories
Photos in Comments
Verified Pages
Instagram Video
New Facebook Insights
3
7
8
9
11
13
3. Facebook POV June 2013 3
Introducing Facebook Hashtags
On June 12, Facebook announced all users would soon be able to use hashtags, a functionality
made popular by Twitter. This will allow users, including brands, to include an interactive
hashtagged phrase in their status updates and comments. Clicking on the hashtag (or searching
for them via Facebook’s search functionality) will lead users to a page featuring real-time content.
At only a week post-launch, we at Social@Ogilvy have already noticed many of our brands’
constituents are already using the functionality.
How Do Hashtags Work on Facebook?
Facebook hashtags allow users to tag their posts or comments with an interactive link. This
will make a broader base of content more easily discoverable than ever before.
What can they do?
Users may create hashtagged content and discover others
users’ hashtags through search. The functionality also extends
to other linked sites with hashtag capability, like Instagram and
Twitter.
What can’t they do?
Currently, the product is limited to posts, comments
and basic search. Unlike hashtags on Twitter, for
example, users cannot simply scan the sidebar for
the top trending hashtags in real-time and can only
see hashtags that belong to friends or are made
public. As of this writing, there is also not a paid
offering in place to support the product (but that is
expected soon).
4. Facebook POV June 2013 4
Implications for Brands
Content
Facebook hashtags allow brands new opportunities to extend reach and show real-time relevance
with content on the world’s largest social network. They represent Facebook’s new focus on
providing brands with better ways to discover real-time public conversations. The company
announced that trending hashtags and new insights are also expected to roll out, which will help
marketers maximize the potential of this new feature.
Brands should begin strategically testing Facebook hashtags now in concert with their current
approach on platforms such as Twitter, Instagram or Tumblr. As more Facebook users receive the
hashtag feature, any tagged content will become more visible. Brands should identify key hashtags
to incorporate into content, such as brand/product names, current campaigns, and industry topics
and trends. Monitoring these key Facebook hashtags will also help surface other relevant content
for brands to share, especially for event activation strategies.
In addition, any hashtags from posts pulled in to Facebook from other linked platforms, such as
Twitter or Instagram, will populate automatically. Brands may now consider cross-promotion
opportunities from syncing select posts to promote contests, campaigns or events.
With Facebook hashtags, a real-time content strategy will be an even larger priority for brands. As
key events and news cycles now become more easily searchable, brands have significant
opportunity to swiftly engage in these conversations with Facebook’s wide audience (think surprise
and delight). Brands that produce nimble, real-time content will reap the benefit of earned
relevance.
Community
Because of Facebook’s popularity, many brands use the platform as a hub for social media
interaction. As hashtags are adopted en masse, skilled community managers must be prepared. In
the product’s current state, this means searching for ways to engage creatively with Fans in
threads, directing them to relevant hashtags where applicable and searching for hashtags people
are using about your brand. Though listening for opportunities beyond post threads is a manual
process at this time, excellent community managers will include the step in their workflow to
provide valuable insights that inform content and overall strategy.
Furthermore, upcoming developments in hashtags could affect community management. If the
platform allows users to view “trending” hashtags, it will shift the conversation for brands – even
within threads about unrelated topics. Brands using the product in an honest, authentic, and
respectful way will potentially reach a new audience. Community, analytics and content specialists
must work together as they do on other platforms to ensure a holistic approach to executing this
tactic.
Advertising
Facebook representatives have stressed that hashtags and other upcoming products serve brands’
overall business objectives. This should come as no surprise to brands, as the company has taken
5. Facebook POV June 2013 5
several steps within the past year to introduce a more streamlined advertising offering. Currently,
Facebook has not announced plans for advertising based on hashtags. Privacy settings affect
hashtag results, so only public posts are seen, meaning the reach may not be as large as brands
looking to shell out large budgets would like.
Brands will be able to promote content that contains hashtags, however. And hashtags used on
alternative linked platforms will be clickable and searchable on Facebook. Weigh the benefit of
early adoption against the time spent managing your community’s reaction about the product.
Because users are already filling their posts with hashtags, brands likely won’t stick out too much
by adding them now.
Search
Facebook hashtags now allow people to consume more of the content they like, when they want it.
The new hashtag feature means Facebook users are able to search for the content they’re most
interested in, a lot faster. Users are able to see relevant and interesting brand content without
leaving the platform (even though it’s not available via mobile as of this writing).
Brands have the opportunity to build a more relevant community on their page. Those who are
most likely to be interested in a brand’s content are looking to engage in dialogue related to the
hashtag topic. Additionally, brands are also now able to participate in real-time conversations by
using relevant hashtags. However, it is important to consider developing a comprehensive hashtag
strategy to ensure your brand is participating in relevant conversations and not simply using
hashtags to expand the reach of your content.
Privacy
Just like when Graph Search was introduced a few months back, it will be important for users
concerned about the privacy of their posts to examine their settings, especially if they’ve included a
hashtag. As it did before, directly beneath any status or update there exists a small toggle that
allows you to select who sees your content (friends, friends of friends, the public, restricted, etc.)
While public posts have always appeared to anyone on Facebook, there has NOT been a simple
way to find them until hashtags were introduced. Now, in an effort to be an even greater player in
the real-time conversation space, it will be very easy for content to be aggregated. For example, a
public post like “Wow, that was a great episode of #Trueblood” will appear to anyone who is
searching for #Trueblood on Facebook, not just someone who happened upon your personal
profile.
FAQs
How do hashtags coincide with Graph Search?
Previously Graph Search allowed users to search for people, places and things by entering a
keyword. Graph Search allowed Facebook users to search for which of their friends have specific
likes/interests and other segmentation opportunities. With the introduction of hashtags, users can
6. Facebook POV June 2013 6
now simply enter a hashtag related to a particular topic in the search bar at the top of their News
Feed and take a look at relevant content.
How will privacy settings affect the content that I am able to see for a particular hashtag?
Currently, when you click on a hashtag in your News Feed or type a hashtag in the search field,
you are only able to see content that is made public by an individual user as well as public brand
page content.
How can I advertise using hashtags?
Brands will be able to promote content that contains, hashtags, however promoted hashtags are
not available for purchase at this time. This is expected to change as the product develops.
If I am already using hashtags on another platform, can I sync my content with the same
hashtag on Facebook?
If you’re currently using a hashtag on any linked third-party platform (such as Twitter or Instagram)
it will populate on Facebook automatically. Users tend to adopt official hashtags from other
platforms for use on Facebook and we believe this trend will continue.
What about privacy?
For Facebook users who want to remain extra vigilant about who sees your posts, you should set
your default settings (in the settings menu) to only your friends.
What happens to really old posts, or posts that were also posted in Twitter?
According to Facebook, once it “turns on” the hashtag grouping functionality, it will automatically
make hashtags from earlier posts clickable. So, it may be a good idea to go back into your timeline
and ensure that you do (or don’t) want your hashtagged content to be widely searchable to anyone.
7. Facebook POV June 2013 7
Ending Sponsored Stories
As part of an effort from Facebook to provide a more integrated and streamlined advertising
offering (as based on feedback from Marketers), Facebook recently announced they are reducing
the number of ad units from 27 to less than 14 beginning in July.
This slim-down of Facebook’s ad options includes the removal of Sponsored Stories. These ad
units were generated in a user's newsfeed because of an interaction that user’s Facebook friend
had with a brand’s post.
While Sponsored Stories will be removed, some elements of the ad unit may be available through
other ad offerings. No need to be upset by this removal as Facebook plans to make their ad unit
offerings have a more consistent look and feel. This will make the ad creation process simpler for
advertisers who are running multiple campaigns and taking a test and learn approach.
Implications for Brands
Looking to advertise on Facebook? Brands will still be able to utilize Like ads, Promoted Page
posts and a number of individual smaller ad unit offerings from Facebook. Here’s a look at how
previous ad units were combined. The result is the following new look ad unit that includes social
context.
8. Facebook POV June 2013 8
Photos in Comments
Facebook is continuing to evolve their engagement offerings. Recently, the social networking site
announced that users will be able to view comment threads by engagement or recent activity.
Additionally, Facebook users will be able to attach photos to comments.
Having the ability to view comment threads by engagement could resonate with Brand Page users
in a positive or negative way depending on Fan’s reactions. Fans who view comment threads by
engagement may only choose to read the top 1 - 2 comments and choose to simply conform to
those comments. Depending on what the comments states, this could have a positive or negative
result for the brand.
Implications for Brands
The new functionality that allows users to comment on posts using photos (JPEG or PNG image
files) is a benefit for brands. Previously, users could only link to images in a comment. Users will be
able to comment with a photo right in the comment stream as a reply to a brand’s status update.
This new functionality benefits brands as it will lead to an increase in user-generated content in the
form of photos. Users should also expect to see an increased amount of photos in their newsfeed.
9. Facebook POV June 2013 9
Verified Pages
Facebook announced in May that it began verifying select Facebook pages and public profiles.
Like the verification system on Twitter (a blue checkmark), Facebook verification allows high profile
celebrities, public figures, and brands to stake their true claim to their online profiles.
Additionally, users can more easily find authentic accounts for the top people and businesses they
wish to follow. In Facebook’s words: “Verified Pages belong to a small group of prominent public
figures (celebrities, journalists, government officials, popular brands, and businesses) with large
audiences.”
Currently, public figures and brands cannot ask to be verified. The Facebook team proactively
verifies select profiles and pages.
What Does Verification Look Like?
Blue Circle Checkmark
The verification icon looks strikingly similar to
the verification icon on Twitter. It’s a circle
checkmark directly next to the profile name.
Within page posts, the verification icon will be
visible when hovering over the page name.
Your Brand’s Category
As this new feature continues to roll out,
brands should continue to monitor to see if
their competitors are receiving verification.
This could prove to be a competitive
advantage as users associate the verified
status with trust, credibility and -- ultimately --
authority in a category.
10. Facebook POV June 2013 10
Verification in Search
When searching for a brand in Facebook, the blue
checkmark appears for verified pages. This will make
it easier for users to identify the official brand pages
within search results.
Implications for Brands
Beyond having the blue checkmark appear on your brand’s page and next to posts that appear in
user timelines, there are no immediate effects of having a brand page verified. Still, there may be a
few key considerations for brands attempting to bolster their online presences.
Search
Facebook users often find brand pages via the search function. Having a verified profile allow
users to spot authentic profiles when unaffiliated fan pages or parody accounts may exist.
This will help brand social teams combat parody accounts from diverting a user’s attention.
Content
When verified profiles post content to Facebook, the verified icon will appear in user timelines
when hovering over the page name – but not directly in the news feed. Having a verified profile
may help brand content further resonate with users (i.e. seeing the blue checkmark verifies that the
content is authentic and credible). If Facebook ultimately allows the checkmark to show up in the
news feed, this will become even more valuable for brands.
Credibility
As a brand’s digital audience grows, it has the opportunity to bolster the credibility it has with the
public. Having a Facebook verified brand signals to online users that the brand has a prominent
digital presence, and these pages may increasingly be seen as legitimate locations where the
public can get relevant content and updates.
Opportunity
Moreover, this may reveal an opportunity for a unified and credible look-and-feel when cross-
promoting content for brands with multiple Facebook pages. As this becomes recognized as the
official seal of credibility on Facebook, consumers may only engage with pages that have achieved
verified status.
The rollout process is ongoing and there is currently no mechanism for requesting verification.
Facebook will proactively reach out to verify accounts. Until then, continue to monitor parody
accounts and community/interest pages.
11. Facebook POV June 2013 11
Instagram Video
Instagram, the photo-sharing app that was purchased by Facebook, announced they are entering
the video arena. They mentioned via their blog that users can now start recording 15-second
videos within the app. Users will need to make sure they are using version 4.0 of the app which is
available in both the App Store and Google Play. When a user goes to take a picture with
Instagram they’ll now have an option to click on a movie camera icon. Clicking this icon will allow
the user to record a video and upload to Instagram and any other connected social accounts like
Facebook, Twitter, and Foursquare.
Similar to taking photos with Instagram, a user can also add a filter to the video and change the
lighting and color. Also similar to taking photos in Instagram, a user can review their video before
posting it live. Previously recorded videos cannot be uploaded to the app and there is currently no
ability to tag people/brands in a video. One of the most interesting features is a Cinema function
that will stabilize videos that may be shaky due to being filmed via a mobile device. Watch an
overview here.
Implications for Brands
The use of videos in Instagram allows your brand a new way to present ideas and stories to your
customers and fans. If you already have an Instagram account, it’s a simple way to start recording
short films and get them out to an active audience. The length of 15 seconds is also longer than
the current 6 seconds offered by Vine. This allows your brand some extra time to make sure your
message is received. You can check out a full comparison between Instagram and Vine here.
12. Facebook POV June 2013 12
The Vine question: It remains to be seen how Vine will perform in the market in light of Instagram’s
update. Since launching, Vine has developed a modest audience of creative, quirky micro
filmmakers (We implore you to check out Will Sasso’s videos) who may prefer Vine’s scrappy, on-
the-go video sharing to Instagram’s more polished clips. But Instagram has a young, devoted, and
highly engaged community that can now create and consume video content without leaving the
app or recreating their social graph on another service.
In less than six months, Vine has grown to more than 13 million users. But its tight integration with
Twitter — videos automatically display and play through Twitter Cards — means that Vines have
the potential to reach Twitter’s audience of 200 million monthly active users. Still, Instagram lets
users share photos and videos to Facebook, Flickr, Foursquare, Tumblr, and Twitter, while Vine
only shares to Twitter and Facebook. Time will tell if Instagram videos will be as impactful as Vine
13. Facebook POV June 2013 13
Facebook Insights Changes
Facebook recently announced changes to Page Insights, helping businesses gather more of the
facts and data that they care about. The global changes focus on improvements to the way key
metrics are organized and displayed.
Overall, the changes are incremental and largely organizational. They don’t offer new data or
metrics, but make the key metrics easier to find and report within the insights dashboard. These
changes include:
Simplified Metrics
People Talking About This (PTAT)
The PTAT metric will no longer be available. Instead, it will be broken down into its component
metrics that will be reported separately. These metrics will now be Page Likes, People Engaged
(number of unique individuals that have clicked on, liked, commented on or shared a post), Page
tags, mentions, Page check-ins. PTAT will continue to be available for Page owners that do not
have the new Insights preview. These metrics are currently available, but not displayed by default.
Virality
Additionally, the current virality metric will now include post clicks to provide a stronger indication of
positive post engagement. Furthermore, ‘virality’ will be renamed to ‘engagement rate’ to
accommodate changes to the metric. Page owners may see increased average virality if their posts
include links that are driving clicks.
Better Content
Performance Analysis
Currently, post specific
content is based on
performance, reach and
engagement, which are
found in three different
areas of Page Insights. In
the new format, all of the
metrics will be aggregated
into a post-specific
scorecard so that
marketers can evaluate
positive and negative
metrics in one place.
14. Facebook POV June 2013 14
This will allow branded page owners to effectively evaluate their content performance and make
necessary optimizations a lot more quickly. This will enable Brands to publish better content with a
greater impact.
Demographic Breakdown by Engagement
Because the PTAT is being replaced by the People Engaged metric, this change will also be
reflected in the demographic data available. Page Insights will allow Page admins to see more
demographic data in one place.
15. Facebook POV June 2013 15
Implications for Brands
For large brands that already have a thorough process for analyzing the data provided by
Facebook insights as well as other analytics tools, this will not make a big difference in how they
measure content performance.
For lighter users, who rely heavily on the insights dashboard, this will have more of an effect. Page
admins who are invited to use the new Insights will be notified within the Insights tool interface. The
full Page Insights will be rolling out to all Page owners by the end of the summer.
About Social@Ogilvy
Social@Ogilvy is the largest social media marketing communications network in the world. Named
2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages
social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services
within the foundational business solutions – Listening and Analytics; Social Business Solutions;
Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and
Conversation Impact.
For more information, visit social.ogilvy.com and connect with us at facebook.com/socialogilvy,
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