Apr
01
2013
MAJOR CHANGES IN FACEBOOK LAST WEEK
Written by Lori Shecter

Facebookchange

Facebook has changed their strict guidelines on what business can and can't do when it comes to cover photos-- -- specifically, the rule that businesses can't include calls-to-action (CTAs) in their cover photos. Here's what you need to know about this cover photo update to start taking advantage of it right now.

Updates to Facebook's Cover Photo Guidelines

"All covers are public. This means that anyone who visits your Page will be able to see your cover. Covers can’t be deceptive, misleading, or infringe on anyone else’s copyright. You may not encourage people to upload your cover to their personal timelines. Covers may not include images with more than 20% text."

OLD POLICIES THAT ARE NOW VOID

  1. Price or purchase information, such as “40% off” or “Download it at our website.”
  2. Contact information of any sort, like a website address or email address, or information that should go in your Page’s “About” section.
  3. References to Facebook features or actions, such as “Like” or “Share,” or an arrow pointing from the cover photo to any of these features.
  4. Calls-to-action, such as “Get it now” or “Tell your friends.”
  5. Covers must not be false, deceptive, or misleading, and must not infringe on third parties’ intellectual property.

What this means for Dance Studios:

The ability to include a call-to-action in your Facebook cover photo presents the opportunity to increase enrollment from your Fan Page

1) Generate More Facebook Leads

By 2012, 77% of companies acquired a customer from Facebook. In order to generate customers, though, you need to generate leads. While Facebook has been a hub for attracting new visitors and prospects, the conversion path to get them to your studio isn't as smooth. By allowing calls-to-action in your Facebook cover photos, studios can now include links to specific offers such as discounts on classes, trial classes, coupons, free gifts, applications, and the like. For example, if you're hosting an event, you could include a promotional event photo and clearly write a call-to-action prompting Facebook users to register, with a link to event registration.

2) Better Analyze Your Facebook Photo Efforts

While the updated CTA rules don't directly provide analytics, the allowance of CTA copy allows you to include bitly links that you can track and analyze for cover photo engagement. A bitly link allows you to easily shorten any link so that the link takes up less space in a caption. Now you can link your cover page directly to your ONLINE REGISTRATION page OR your CLASS DESCRIPTION pages.  Awesome!

3) Promote More Content for Your Students

 Problem is, if you want to share a big promotion, such as a LIVING SOCIAL DEAL with a call-to-action for more information, you previously couldn't do it. How upsetting would it be to a customer to come to your Facebook Page, hear about a new promotion that delights them, but then no have a way to click to learn more? Not very delightful.

With Facebook's adjusted guidelines, businesses can now post cover photos targeted to their customers with clear Call to Action copy about where they can go to learn more. 

4) Reap More Timeline Photo Value

According to Simply Measured shows that photos perform best for likes, comments, and shares as compared to text, video, and links. While there's no proof of correlation between these two stats, the ability to include CTAs on your Facebook cover photos will likely help improve engagement with your studio on Facebook. Think strategically about what visuals will captivate your audience, promote engagement, and generate leads from your audience the most.

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