Nikola, Author at Centella Media

Author: Nikola

Social media posting ideas for Travel Industry

7 min
Content Marketing
Written by Nikola on
Introduction

Social media is everywhere. Every company has at least one account on Facebook, Twitter, Pinterest, and Instagram.  It’s critical to put content out there that your followers actually want to read and respond to.

Nowadays, social media is one of the effective ways to attract more clients to your travel business. Visitors are likely to share their experiences on their social networking accounts including Facebook, Twitter, and others. If you want to quickly increase the number of visitors coming through your website, follow these 30 posting ideas for the traveling industry below.    

Social Media can be an excellent source of information for travelers who plan to visit a certain destination or event. Most users have shared travel tips, reviews about hotels, restaurants, shopping malls, and other accommodations through different social media channels.

 Here are some ideas for your travel business:

-Travel Deals

Promote travel deals or last-minute trips your company offers. You can post it as a photo, video or create advertising through social media.

-Travel tips

Social Media can be an excellent source of information for travelers who plan to visit a certain destination or event. (Most users have shared travel tips, reviews about hotels, restaurants, amenities, and other accommodations through different social media channels.More and more users use the information they see on Social media as the main source of information when considering where to travel or what to do while they are traveling.

-Destination news

Talk about news in the destination of travel that might be interesting to your customers, it may be simple as new amenities that have been opened or information on working hours of a specific point of interest.

-Things to consider before the trip

Talk to your customers about necessary procedures and thing that needs to be done before a trip, it can be in the domain of health, length of travel, or legal documentation that needs to be dealt with before departure. You can even create a checklist so customers can follow along.

-Meet the culture

Transfer the idea of the culture of enrichment and development, open the eyes of the people to other cultural behaviors and characteristics.

-Answer the common questions

Collect questions customers often asked via email, comments, messages, in person or through reviews, and create a blog post that you can share with your customers through social media channels.

-Useful resources

Point users in the right direction regarding resources they might find interesting or useful in their trip planning via links to youtube channels, blogs, websites, or your own resources you created for them.

Company

-People behind the company

Stories from the employees who work in your company. It’s great for customers to feel connected with those who create their favorite products or services – and it encourages other employees to get involved online.

-Staff picks

Let your staff talk about their favorite trip or destination, it allows customers to see what your staff thinks about the certain travel destination. It may influence destination booking.

-Your planning process

Show of your planning process, show how you are diligent in creating the best experience for your customers.

-Safety standards

Show exemplary standard of safety and reason why your company takes safety as one of the top priorities.

-Share Expert advice

We all know that the best information is often found inside people’s heads, let experts in your company share their advice and expertise.

-Share people’s experience with your company

Let your customers talk and share their experience with your company, show the world why they are satisfied with your product or service.

-Share trip reviews

Share textual version of trip reviews your company gathered, it is an easy way to share customers’ thoughts on their experience with your company.

-Milestones and awards

Present awards or certificates your company received, it is proof of your professionalism at the, specifically for certification received from the respected institution or well-known company.

-Food

Talk and educate your customer about destination cuisine, what they might encounter, what is a must to try, and help picky eaters find something for themselves.

-History

Explore the rich history of the destination in images and videos, from old monuments, museums to entire cities. History is a vast and rich source of information.

 

-Locations to visit

Showcase locations that will be visited in destination travel, making your customers excited for their trip.

-Hidden places

Present less known and secluded places,

-Locals

Educate and inform customers how locals on their destination live, talk about their cultures, beliefs, and traditions. Communication of this type greatly reduces the possibility of issues by knowing and respecting local traditions and culture.

-Polls

Create a poll with questions about the next destination or changes in itinerary, compare beautiful sightings or food, and generate input from your customers.

-Things to do

Explore activities that can be done in the destination, such as snorkeling, cycling, museum visits, national park visits, food tours, paddling tours, walking tours, etc.

Stories

-Trip reports

Showcase trip reports from your last trip, create video or image compositions

-Funny stories

You can tell funny stories that happened on your travel, something you did not expect, something that made the experience unique and part of your memory.

-Live video from the destination

Live video is a great way to showcase why the specific destination is worth visiting, you can show

-Behind the scenes

The behind-the-scenes of our journey is definitely something that can be entertaining. Maybe funny bloopers or even just a cut-out section from the video where you show what was going on!

-Client stories

-Share client stories in their own words and point of view, let them talk for you.

-Update from the road

Share regular updates from trips, where have you been, what have you been doing, unexpected events in form of short vlogs, blog posts, etc.

-Travel quotes

-Share travel quotes that will resonate with your customers.

In the ever-growing competitive market of the travel industry, you have to take every opportunity to stand out and to direct customers towards your company. Every great travel company needs to make social media channels unique and personal to attract users who are looking for specific kinds of information. To do this, try some of these ideas for your next round of posts. Adding something new to your page every day is a great way to keep people engaged and informed!

These ideas can help to guide you, can help to inspire you and it’s always good to know where to find ideas when you just run out of creativity, this will definitely get you back on track in those moments.

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Why is social media presence important for companies?

5 min
Social Media
Written by Nikola on

The benefits of social media for business can be evaluated from several angles. The first one is that around 5 billion people use social media to some degree and social media usage has soared in the last 5 years and become an integral part of a human socioeconomic presentation to the world. It is time for the companies to leverage influence social media offers in unprecedented levels of connection and engagement.

Social media usage:

Social media presence and its benefits can be described in 4 basic categories:

  • Communication
  • Engagement
  • Advertising
  • Data Analytics

Each category represents the value business can acquire while doing social media activity.

Communication:

The main channels of communication on social media are comments and messages. Customers will always pick the easiest and simplest way to get an answer to their questions. Companies like Twitter, Facebook, and Instagram have become the preferred medium of social interaction that offers a more personal touch than email communication or phone calls.

Feedback in reviews on your products and services can make all the difference for a business. Wouldn’t it be great to hear what customers really think about you and your brand?

“55 % of enterprises reported using social media to obtain customer opinions or reviews, or to answer their questions”

In today’s increasingly digital world, customer service has evolved dramatically. Nowadays, many consumers prefer to turn to social media platforms to express their concerns and reach out for help.

– Reach out to people who are interested in your business.

– Be able to respond to questions, comments, and reviews.

– Build relationships with your customers.

– Stay in touch with your customers.

– Get real-time feedback from your customers.

TIP:  Customer reviews across multiple sites can also help increase traffic to your business as it’s easier for search engines like Google and Bing to find them.

Engagement

Engagement is one of the most used words in the social media marketing world. But what does engagement really mean?

Engagement on social media is a powerful metric that captures the ratio of clicks, comments, shares, and likes. However, it often involves certain time-intensive tasks such as real-time engagement throughout the day with your followers while also looking to create more organic reach through original content in order to have consistent growth with your community.

Technical benefits:

– Get more traffic to your website

– Increase the number of followers on your social media profiles.

Emotional benefits:

– Increase your brand awareness.

– Build a strong community.

“85 % of small enterprises and 87 % of large enterprises used social media to build their image or market products”

Have you ever wondered how successful brands and business owners attract their audience’s attention? Do they have a team of social media managers or is it something that comes naturally to them? These people are very much aware of what kind of content performs best on each network. They know exactly when and in which language should be published for maximum effectiveness.

TIP: Customers that are engaged by content on company social media pages are more likely to buy products or services offered by that company.

Advertising

Facebook ads let you build a target audience for your business by displaying your ads to people who have visited your website, or who belong to groups of people with common interests, demographics, or behaviors.

You can develop a tracking and monitoring system to continually follow your customers’ engagement with your business, brand, and products, allowing you to adjust your strategy on the fly to deliver relevant content to them.

When it comes to purchasing ads for social media marketing, the biggest challenge most businesses face is determining the best investment level. There are a number of ways to determine the proper allocation, from using historical data to developing strategic estimates. (using historical data to develop complex strategic estimates).

TIP: You can precisely narrow down your Facebook audience to increase the likelihood of purchasing your product or service while reducing the cost.

– Reach people who are most likely to buy your products.

– Connect with your existing customers

– Get new customers and leads

– Promote your business, products, and services.

– Get a higher return on your advertising spend

– Get more exposure for your business.

Data Analytics

Data Analytics, is the word you heard often in Digital marketing circles, but what is the true meaning and why do I need it?

By definition, it is a structural way of collecting, storing, and analyzing data you gather. Data can be collected from numerous sources and we can categorize it as:

  • Web Analytics data
  • Social Media data
  • Secondary data sources (all data collected by other people and shared online) e.g. statistics of a survey conducted about the usage of a new social media platform in the United States.

After the data is collected and stored, we can do the following with analyzing it:

  • Understand why someone has taken an action online and what links they clicked
  • Reduce advertising costs and increase revenue
  • Measure customer activity holistically
  • Eliminate human bias allowing for consistent decision-making
  • Find answers to vital business questions

It’s only when the importance of digital analytics in business is fully understood that companies can have the best results.

Social media presence is getting more important for business each day. Competition is growing and smart use of social media channels is really something that can give your company a competitive edge. We are still in the age where some companies overlook the importance of Internet marketing and with that, they are leaving a lot on the table for their competitors to take. Take a step forward and take full advantage of the power that social media channels have to elevate your business forward.

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Facebook naming convention

5 min
Advertising
Written by Nikola on

What is the naming convention in regard to advertising? To make it simple, it’s the way you name your campaigns, ad sets, and ads in order to make it easy to understand to everyone who works on the project. In this blog post, we will dive deeper into the world of naming convention. You will learn how to properly name campaigns, ad sets, and ads so you can navigate through your ads manager with ease.

The campaign, ad set, and ad naming convention mainly depend on your company’s marketing practices, if you need to create a naming practice it could be something like an example.

Set some basic rules that will help you more easily manage your campaign in web analytics and social analytics.

Do not use default Facebook campaign names. Facebook always creates the same name per objective and you could end up with a mess such as a screenshot below, you only know the campaign objective from the name and nothing that differentiates one from another.

With Ad sets and ads you get the same result.

The same goes for ads.

Examples of bakery campaign naming conventions.

Bakery is running a campaign for large order donut sales with phone calls only.

The idea behind the campaign is to maximize larger volume orders and reduce excess production in order anticipation and therefore increase efficiency and profitability.

Products

  • Black chocolate donut with top and side image, total 1 product with 2 images
  • White chocolate donut with top and side image, total 1 product with 2 images

Centella media naming convention facebook funnel

Simplified rules:

  1. Do not use Facebook default names
  2. Use prefix if needed + short campaign description + all call to actions(if needed)
  3. Use prefix if needed + short adset description + call to action on ads per ad sets
  4. Use prefix if needed + short ad description + call to action per specified ad.

Suffix that is in this case call to action can be anything that is important or informative enough for you. If you are testing two calls to action in a campaign, add them in the campaign name so you know.

Examples on campaign level:

My bakery +  large order donut sale +  phone call / send msg

My bakery +  large order donut sale +  CTA test + phone call / send msg

Now you can differentiate campaigns you are running.

Examples on ad set level:

My bakery + White chocolate donut +  phone call

My bakery +  Black chocolate donut + send msg

Using Template

By clicking and creating templates you can speed up your process of naming campaigns, ad sets, and ads.

You can add components such as Campaigns fields with three options, open text field, or Custom field.

Ad set name template

Under the ad set name template, you get more options. Specifically, under ad set fields you can choose between 15 additional options.

Ad name template

Under the ad name template, you can find 5 fields with special ad fields with 9 additional options.

As you can see your campaign/ad set/ad names can be quite complex. But remember that the main point of naming is to get information from it. The level of details is up to you and your newly set rules regarding the naming convention.

Best practices have shown that naming the campaigns, ad sets, and ads in a way that is easily understandable gives the best results, especially if there are more people working together in teams. In those cases, the naming convention is essential to maintain high efficiency.

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Influencer marketing and its effects on brand advertising

9 min
Content Marketing
Written by Nikola on

“Influencer marketing is in overdrive, market size was 9.7 billion dollars in 2019 and 13.8 billion dollars in 2021, which is a 42% increase!”
Source – statista

Influencer Marketing is a term that has gained recognition and notoriety in marketing circles as well as the general public for its ability to reach new audiences via opinion leadership, meaning influencer communication affects the opinions and decisions of their audience.

In order for influencer campaigns to be successful, many factors have to align – from identifying the right opportunity with a target audience, nailing down which blogger or influencer(s) you want to partner with, and ensuring your campaign’s success by tracking performance metrics along the way.

More and more brands are turning to social media stars and everyday people with large online followings to promote their products and services. And it’s no wonder why-influencer marketing is a more effective way to reach consumers than traditional advertising methods.

So what are the benefits of influencer marketing, and how can your brand use it to its advantage?  

1. What is influencer marketing and how does it work

Influencer marketing is a form of marketing where opinion leaders are paid to promote, use and review products and services to their audience in exchange for payment or compensation. Price and compensation are usually determined by the follower count and brand power.

Advertisement is often presented in the form of a detailed description of usage review and experience with the product or service. It is usually be done through channels like:

  • Blogs
  • YouTube channels
  • Instagram/Facebook
  • TikTok
  • Snapchat
  • Twitter

Most influencers choose to specialize in one type of industry and try to develop a certain type of authenticity and uniqueness, which is necessary to establish needed expertise. We can divide influencers into 3 main categories of specialization:

1. General industry

In general industry, influencers can be categorized in their respective broader expertise categories such as:

  1. Fashion,
  2. Cosmetics
  3. Travel
  4. Food,
  5. Automotive industry
  6. Electronics,
  7. Gaming
  8. Sport & Fitness

 

2. Niche

In niche industry influencers are mainly occupied by creating content inside general industry categories such as:

  • Shoes or dresses in fashion
  • Makeup art in cosmetics
  • Certain destinations in travel
  • Specific game genre
  • Simple home cooking in the food industry
  • Premium cars in the automotive industry
  • Specific sports

3. Super-niche

In the super-niche industry influencers are mainly occupied by creating content regarding certain niche products & services or their functionality:

  • Eco-friendly skincare,
  • Walking tours in certain travel destinations
  • Homemade pastry in the food industry
  • Race track driving in the automotive industry
  • History of physics and mathematics
  • Specific video games

 

4.Influencer audience

A sheer number of followers does not guarantee that campaign with that influencer is going to be successful. As the name suggests, nano and micro-influencer have a smaller, audience, but they usually have a stronger relationship with their audience, a higher percentage of reach, and an engagement rate. Niche and micro-influencer offer opportunities to work with a segmented audience with well-defined interests.

Influencer audience can be categorized into 5 segments

  • Nano 1k-10k
  • Micro 10k-100k
  • Mid 100k-500k
  • Macro 500k-1M
  • Mega 1M +

Demand and pricing are increasing for each follower influencer has prior collaborations with strong brands, their brand power, your company brand power, and mutual interest.

2. Why should you use influencer marketing for your business

There are a number of reasons why you should consider using influencer marketing for your business. First, it’s a great way to reach a new audience. Influencers have built trust with their followers, so by working with them, you can tap into their audience and reach people who may not have heard of your brand before.

Second, influencer marketing is an effective way to build credibility for your brand. When people see that an influencer is promoting your product or service, they’ll be more likely to trust you and consider giving you a try.                                                                          

“Most Gen Z and Millennials follow influencers, and teenagers are more likely to follow many: 72% say they follow at least some influencers.”

“influencers are more trusted as spokespeople than celebrities: 50 percent of Millennials trust influencers they follow on product recommendations, compared to 38 percent for their favorite celebrities.”

Source(Morning Consult)                                        

3. Choosing the right influencers

When it comes to choosing the right influencers to work with, businesses need to consider a few different factors:

  • Understand who their customer is
  • Understand influencer audience
  • Understand influencer expertise on the subject
  • Understand influencer general trustworthiness

Then, they need to find influencers who are aligned with their brand values and have a similar target audience. When looking for an influencer to partner with, it’s important to make sure that they have a good reputation and are seen as trustworthy by their followers. Additionally, the influencer should be knowledgeable about the product or service that they’re promoting so that they can create authentic content that will help convince potential customers to buy. If you’re unsure about who to target as an influencer or how to find a good one for your brand, reach out to us and we’d be happy to help!

Check the chart for more information

Centella Media graph influencer marketing

Chart created by: Centella Media  Data Source:  Morning Consult

4. Tracking Influencer campaign success

Affiliate Link

Links can be incorporated in the post, description, or CTA(call to action), allowing users that are exposed to the campaign to click and check product/service/offer. The link should be decorated with UTM tracking parameters,  so you can track, analyze and properly assign conversions to your campaign in analytical systems.

TIP: You can use tools such as campaign URL builder to easily decorate your links.

Coupon code

A coupon code should be a simple word, phrase, or numeric code that customers may use during checkout or payment. It is usually done by naming influencers and adding percentages of discounts.

TIP: do not use complex words that are hard to remember, it will lower the conversion rate of the campaign.

Brand term

The brand search term is a metric that can be measured within an analytics system and it indicates how many searches were performed regarding your brand name.

An increase in search volume indicates that the Influencer campaign increased brand awareness for the duration of the campaign.

Social media engagement metrics

Create branded hashtags for campaigns to increase the tracking capability of social monitoring. Each increase or ‘spike’ indicates the campaign is working.

        

5. Influencer effects on brand advertising

Influencers or opinion leaders are content producers on topics of their choice in which they consider themself an expert

We can divide and distinguish three different influencing levels

-compliance

-identification

-Internalization

The strongest influential effect occurs in the case of Internalization when a person adopts the opinion or behavior of the communicator, opinion leader, or when they are perceived as a credible source.                

That is why source credibility is the most important determinant in marketing and advertising research 

Source(Crane 1972).                                        

It is subdivided into two characteristics, namely expertness (the extent to which the communicator is perceived to be able to know the truth) and trustworthiness (the degree of confidence to which the communicator is perceived, to tell the truth), both being critical in the overall perception of a communicator’s credibility

Source(Hovland, Janis and Kelley 1953)

Influencers have been found to increase brand awareness and sales significantly more than traditional forms of advertising such as TV commercials or radio ads. Content created by an influencer will typically be more authentic, their message comes from a genuine place in their life experience with the product which helps create a trust for potential customers who may then purchase a said product based on what they read or seen from the influencer’s content.        

Content produced by the influencers is structured and produced in a way that is familiar and expected to their audience. Each post, video, guide, or review communicated with a similar tone of voice, format, length, and quality. Each step is carefully managed to get the best results.                

6. Common mistakes and how to avoid them

Companies often try to incorporate influencer marketing strategies into their marketing actions without enough research on the topic and it leads to wasted money. One of the key mistakes that were also mentioned above is to know who is your audience and who is the audience you want to talk with through an influencer. If your audiences are people of the same characteristics as influencers then that marketing operation has a ground to be built upon and to be successful.

It often isn’t about the number of followers but about general engagement and trust that an influencer’s audience has to the words he says.

We will list the common mistakes in influencer marketing and what to do to prevent them

  • Selecting influencer whose audience is not interested in your product – to avoid this, do research about the influencer, go through his posts and see what kind of audience is responding to him, what language they use, what are their demographics, etc. Learn as much as you can about their audience and ask yourself, is this audience that will consume my product or service.
  • Making a number of followers is a primary decision factor – making this mistake can cost you a lot, and you should do everything to avoid it. The number of followers can be an honest and good metric to estimate the possible reach, but in today’s world where that number can be easily manipulated, it is extra important to take into consideration other factors too. The first step to avoid this is to check out the number of likes and comments on influencers’ posts to see the engagement level. The second step would be to rate the quality of that engagement and to see if it’s a real engagement or is filled up with bots and spam. If influencers passed on that test and you want to collaborate, it’s good to ask to see metrics on some of their posts to see the reach and engagement rate along with other metrics. You can also ask for metrics about the audience to see if that’s what you’re looking for.
  • Not making it clear what do you want from them – make sure they know what the goal of your campaign is so their content aligns with your goals
  • Not following the platform terms and conditions – it often happens that during the promotional events or collaborations one or both parties don’t follow the platform guidelines which can lead to fines. One common mistake is creating conditions for people to participate in giveaways on Facebook or Instagram. It is against the guidelines to tell people to share and tag friends in order to enter the competition. Make sure you always read the platform guidelines before you start your campaigns.

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Ultimate Facebook business page guide and checklist in 2022

35 min
Social Media
Written by Nikola on

A company’s Facebook business page is one of the most important tools for your digital marketing strategies to reach out to your potential customers. It allows you to interact with current and future clients in real-time and present your business in a professional manner.

This guide covers all the necessary steps for creating a professional business page account google sheet with a checklist for easier implementation and planning.

How to access your Facebook business page after you created it?

You can access it via Facebook Business suite or through your personal Facebook page by clicking on the name of it.

Step 1 – Click on your business Facebook page.

Step 2 – click on the settings

Basic business page structure:

The basic structure of the business page you need to cover.

General segment

This section covers general information and page restrictions you may want to implement on your business page. We will cover each section and include tips where we see necessary.

Page Visibility:

It offers 2 options, just be sure everything is set up correctly before publishing:

-Page published

-Page unpublished

Visitor Posts

Option 1: Allow photos and video posts

Are you allowing visitors to post anything to your page? As the fundamental rule of Facebook is engagement, it should be on in most cases for photos and video.

Option 2: Review posts by other people before they are published to the page.

If you want a more granular approach you can review posts before they are published on your site. It is useful when you are working with sensitive content that needs to be moderated to a higher degree such as youth content or socially sensitive content.

Option 3: Disable posts by other people on the page

Disable only if you know and are absolutely sure that content people will post will not add any significant value to your page.

News Feed Audience and Visibility for Posts

This option allows you to target the audience by selecting an interest, gender, age, location, and language. It is a useful option if you have a large page where you can segment your audience and better coordinate content push and in return get higher engagement.

Auto-Generated Captions

There are 3 options under Auto-generated options,

It is recommended to have captions for videos that are not self-explanatory, since users cannot always watch videos with sound.

1. Option of fully auto-generation

Use in best case when you do not have time for post-production of video, or you do not know how to add a custom-crafted caption. ​Automated captions are available only in English for advertisers in the United States and Canada, and can only be used on Facebook and Instagram.

2. Option is auto-generation with review and edit

The best option for fast and easy caption implementation.

3. Option Do not auto-generate captions

Post and Story Sharing

Allow people to share your story and post. This method extends reach and engagement as people do not share content they do not like.

Messages

Facebook is an interactive two-way platform for communication with users and clients via posts, messages, or ads. This should be on by definition.

Tagging Ability

Tagging photos or videos from users is beneficial. By tagging their photos while using a company product or service, users allow the company to better understand how the product or service is used or notify them of problems they encounter while using the product or service.

Country Restrictions

Restrict page access per country. There are two options:

Option 1: Only show this Page to viewers in these countries, select countries.

Option 2: Hide this Page from viewers in these countries, select countries.

 

Age Restrictions

For the underage restriction, you can choose several settings, Age restriction should be set according to your country’s laws and Facebook terms of use.

Page Moderation:

Under page moderation, you choose a list of words, phrases, or emojis you want to hide from your page. This option should be used when you are dealing with sensitive content and you expect polarised engagement between users. The maximum number of blocked words is 1000 per page in any language, word variation will be excluded automatically.

Other options are:

Option 1: Variations of keywords that use numbers, symbols, or different spellings are automatically hidden. Learn more

Option 2: Hidden comments with these words remain visible to the people who wrote them and their friends. For everyone else, they’re no longer visible.

Option 3: add words manually

Option 4: add words via CSV file.

Profanity filter

Automated filter that filters commonly reported offensive words.

You can learn more on the link: https://www.facebook.com/help/131671940241729

Similar Page Suggestions

Turn on to get suggestions to people who are searching or might be interested in your page.

Page Updates

We are personally not a fan of this option, as it updates each change directly to feed and can clutter your timeline. All important updates should be presented via posts that best represent that information.

Post in Multiple Languages

This option should be turned on and used under this condition:

-You have one page and your audience is multilingual and you do not have the option of creating a page for each country or language. Translating post text, phrases and meaning is a difficult job in languages you do not intimately know and requires additional resources to be effective and correct.

Translate Automatically

Can be used as people are already used in imperfect AI translations and can choose to have an original post instead. If you can use a professional translator in your native language, use them instead.


Comment Ranking

Turn this option on, as Facebook is pretty good at determining relevant and engaging comments.

Content Distribution

You can block video downloading from Facebook if you want to. Video downloading is blocked by default on mobile.

Download Page

You can download your entire page including posts, photos, video, and page info if you need it.

Merge Pages

You can merge pages if you have similar pages and you want to combine them into one page.

An option can be useful in situations when two pages are not differentiated enough and will confuse users in their actions.

Remove Pages to

Remove the page from the system after 14 days. This action is permanent. Use cautiously and only when you are 100% sure your page has run its course.

Messaging

General Settings

-Use the Return key to send messages

This option can be turned off to reduce the chance of sending unfinished messages by accident.

Starting a Messenger Conversation

-Show a greeting

This options should be always on and you should customize greetings according to your company needs. It should always include customer names as it is a form of personalization.

Your Messenger URL

Direct link to your inbox, you can use it in emails, SMS, or any other channel. Simply copy and paste.

Add Messenger to your website

Ability to add a direct link from your website to your Facebook inbox. People access it by simply clicking on it and interacting with you. It requires a little bit of coding proficiency. Implementation is outside of this guide scope and we advise you to consult your developer regarding implementation.

Set up automated responses

Great option to automate and predefined questions your customer may ask and therefore reduce chance of non interaction after opening messenger.

Instant Reply

The instant reply should be sent on Messenger and Instagram and Message should be customized according to your company needs.

Away Message

Use on both platforms, set timing after working hours.

If you receive messages after working hours automated system will notify customers that you are currently unavailable or any other information you decided to communicate via away message.

Frequently asked questions

Under FAQ set questions and responses you know customers often ask and reduce needed time to respond and increase your business efficiency.

Job Application Received

Use it if you are willing to accept Job application via messenger.

Appointment reminder

Great option for small business to remind their customer about their appointment.

Show who’s sending messages on behalf of your Page

Tell people who’s responding to them in Messenger on behalf of your Page. People can choose how their name appears.

Page Info

Under page info you should populate information regarding you company:

-Name

-Username

-Description

-Categories(ones that best represent your company)

-Contact

-Email

-Website

-Location – under location you have several option such as:

If you are only online service only or you do not want customer visiting your street address than uncheck options:

Customer visit my business at my street address.

Does your page have a physical location that customer can visit?

Yes if you have physical store for more foot traffic.

Does your page travel to its customers?

Yes If you are travelling service, then check.

Can customers buy your goods or services online?

Yes if you have webshop

Service Area

Define range of your service area to your customer by simply adding up to ten neighborhoods, cities or region.

Hours

Under hours add your working hours to better inform your customer.

There are four options:

No Hours Available

Visitors won’t see business hours on this Page

Always open

e.g. parks, beaches, streets

Permanently closed

This business has permanently closed

Open on selected hours

Input your own hours

Temporary Service Changes

Open With Service Changes

This business has new or changed services (e.g. pickup, delivery, online service, etc.)

Use for all essential service changes.

Temporarily Closed

This business isn’t currently open but will open again in the future.( Can be checked if you are for example renovating)

Operating as Usual

This business doesn’t have any temporary service changes.

Choose an option to indicate how your services have changed due to coronavirus (COVID-19).

More

Under more, you can add additional information in 4 segments.

Privacy policy

If you are processing any kind of personal data you should link or describe your privacy policy. It is often required by law. Consult with your data privacy company.

Template and Tabs

Templates and tabs define your Facebook page look, you can choose between several templates or you can customize it according to your need.

Templates you can use are.

Services

Designed to help people find your services and get in touch.

Buttons on toolbar

Like, Follow, Share, Save

Business

Designed to help you manage your business, including ways to post jobs and special offers.

Buttons on toolbar

Like, Follow, Share, Save

Tabs

Your Services, Shop tabs will be hidden. The order of your tabs will change.

Venues

Designed so you can highlight useful info like your venue’s hours, location and upcoming events.

Buttons on toolbar

Like, Follow, Share, Save

Tabs

Your Services, Shop tabs will be hidden. The order of your tabs will change.

Nonprofit

Designed to highlight your cause and encourage people to fundraise and donate to your nonprofit.

Buttons on toolbar

Like, Follow, Share, Save

Tabs

Your Services, Shop tabs will be hidden. The order of your tabs will change.

Politicians

Designed to help politicians reach their supporters and communicate their message.

Buttons on toolbar

Like, Follow, Share, Save

Tabs

Your Services, Reviews, Shop, Jobs tabs will be hidden. The order of your tabs will change.

Public Figures

Designed to help public figures reach their supporters and communicate their message.

Buttons on toolbar

Like, Follow, Share, Save

Tabs

Your Services, Reviews, Shop, Jobs tabs will be hidden. The order of your tabs will change.

Restaurants & Cafes

Designed to highlight photos and important info about your menu, hours, and location.

Primary button

Your primary button will change to Get Directions.

Buttons on toolbar

Like, Follow, Share, Save

Tabs

Your Services, Shop tabs will be hidden. The order of your tabs will change.

Shopping

Designed to showcase products and make it easy for people to shop online.

Buttons on toolbar

Like, Follow, Share, Save

Tabs

Your Services tab will be hidden. The order of your tabs will change.

Video Page

Designed to showcase video content on your page.

Buttons on toolbar

Follow, Like, Share, Save

Tabs

The Live tab will be visible, and your Services, Reviews, Jobs tabs will be hidden. The order of your tabs will change.

Standard

Good for all Page types, with buttons and tabs to help showcase what’s important to you.

Buttons on toolbar

Like, Follow, Share, Save

Tabs

Your Services, Shop, Jobs tabs will be hidden. The order of your tabs will change.

Tabs

Click and drag to rearrange tab order. tab order also determines the order how people see sections at the top of your Page.

Notifications

Under notification segment we have number of customisable options, you can explore list under.

You can turn off all notifications or limit the number of notifications you receive per day.

Page interactions

These are notifications you receive when people interact with your Page.

Receive notifications for

We can group notifications under 2 groups:

Essential (messages)

Non Essential (All others)

We consider messages essential notification in business and only notification that must be on at all times. All other notifications are useful but they do not require immediate attention.

Advanced Messaging

Advanced messaging settings where you can implement additional automation and bots.

We will make a short cover of this segment to allow you to understand what you can do. This is an extensive topic and falls out of scope of this guide.

Overview:

General Settings

Connected Apps

Apps that are connected to your page and have certain permissions and access to your data.

For more information regarding configuration of hardware Protocol check documentation on:

https://developers.facebook.com/docs/messenger-platform/handover-protocol/

Whitelisted domains

Third-party domains that are accessible in the Messenger webview for use with the Messenger Extensions SDK(software developer kit), and for Messenger plugins.

Requested Features

Additional features you can request from Facebook messenger team and include:

One-Time Notification

This allows your Page to send one message to people in Messenger that may fall outside of the 24-hour messaging window. Only people who have chosen to receive each one-time notification will receive one.

Info About People

This allows business integrations connected to your Page to access specific info such as gender, language locale, and time zone about the people that send you messages.

Gender (The gender of people who message your Page)

Language Locale (The language locale of people who message your Page)

Time Zone (The time zone of people who message your Page)

High-Volume Messages

If your Page sends too many messages in Messenger in a short time period, or is constantly sending or receiving messages in a large number of conversations at the same time, your Page will lose access to Inbox. Your Page should then begin managing messages through the platform APIs.

Feature Availability

Notification in availability that has been reduced by GDRP laws.

Page Roles

Page roles allows you to designate roles to your employee with certain limitations that allow you to protect you facebook page asset.

Admin Role:

Can manage all aspects of the page, publish and send Messenger messages as the Page, respond to and delete comments, post from Instagram to Facebook, create ads, see who created a post or comment, view insights, and assign additional page roles. If an Instagram account is connected to your Facebook page, the admin can post from Facebook to Instagram, respond and delete comments, send direct messages to other accounts and most importantly delete your page.

Editor Role:

Can publish content and send Messenger messages as the Page, respond to and delete comments on the Page, create ads, see who created a post or comment, post from Instagram to Facebook, and view insights. If an Instagram account is connected to the Page, they can post to Instagram from Facebook, respond to and delete comments, send Direct messages, sync business contact info and create ads.

Moderator Role:

Can send Messenger messages as the Page, respond to and delete comments on the Page, create ads, see who created a post or comment, and view insights. If an Instagram account is connected to the Page, they can respond to Instagram comments, send direct messages, and create ads.

Advertiser Role:

Can create ads, see who created a post or comment, and view insights. If an Instagram account is connected to the Page, they can create ads.

Analyst Role:

Can see which admin created a post or comment and view insights.

Custom Role:

These roles are specifically created per company needs when default cannot be used due to permission segmentation and limitation.

People and other Pages

Under this section you can check people and companies that liked or followed your company facebook page, ban people from pages or block people from messenger.

Issue, Electoral or Political Ads

To run Electoral or Political ads, you are required to get approval and accept and follow additional terms of use for these sensitive ads.

Ad limit

This ad limitation was imposed by facebook. Limit is set up to 250 ads per ad account.

Branded content

Branded content is content created by a publisher or content creator in exchange for service, products or other monetary value. Creators and publishers must tag a business partner’s Page when posting branded or influenced content.

  • Creators include celebrities, influencers or public figures
  • Publishers are media companies and entities that post branded content.
  • Business partners may include brands, advertisers, marketers or sponsors that sponsor branded content.

We can divide branded content per facebook and instagram platform.

Branded content on Facebook can be used with these types of formats:

  • Photos
  • Videos
  • Links
  • Text
  • Live broadcasts
  • Carousels
  • Stories

Branded content that is not allowed in the post is dictated by Facebook branded content policies that can be found: https://www.facebook.com/business/help/1190980254246452

Information for branded content on Instagram can be found on this link: https://help.instagram.com/116947042301556

Instagram

Under instagram section you can add and connect your business instagram profile with your business facebook page and review additional information.

Whatsapp

Under Whatsapp section you can add your number to easily connect with your audience via page button or ads.

Featured

Place where you can check what pages did you liked with your page.

Crossposting

Crossposting allows you and another Page to post videos on each other’s behalf.

Crossposting can only happen between Pages that have added each other. You control which videos are eligible to be crossposted. When a Page crossposts your videos, they will also be able to view video insights for their posts.

You can add Pages or remove them.

Page support inbox

Under Page support inbox you can access reports you created and check for possible violations.

Page management History

Place where you can check all changes that people that have access to your page made.

With filters you can choose filtering by:

All actions: page info, page roles or group,

By name of page manager

By time: Newest or old

Activity Log

In the activity log you can check details of all changes occurred on your page during time.

You can filter by: Activity log, Profiles, Photos, Video, Spam, Post, Comments, Others posts to your timeline, Notes, Events, Groups, Other records.

This guide can be used over and over again when you have to change something on the page and you either don’t know where to find that feature or when you’re setting up a new page for yourself or your client. This is a walkthrough guide that will ensure you did all the right steps to correctly set up your Facebook page and everything connected to it.

 

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