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August 13, 2018

How to Use New Facebook Pages Tools to Better Engage Consumers

Two important announcements for businesses.

Facebook Pages

The first week of August was a big news week for businesses that use Facebook to expand their online presence and engage consumers.

Mobile Browsing

First, new research reveals Facebook has become a significant — and growing — mobile browser. With 8.82 percent market share, Facebook is the third most used mobile browser — behind only the default browsers for iPhones (Safari) and Android phones (Google Chrome).

What do these findings mean for businesses? As more people use Facebook as their main point of discovering and consuming online content, the importance of having a strong Facebook presence will continue to grow.

Fortunately, Facebook is enhancing Pages to make it easier to do just that. And that brings us to the second news update.

Pages Enhancements

On August 6, Facebook announced several updates to Pages that will make it easier for local businesses to maximize their exposure on the platform and utilize customer word of mouth more effectively.

“Each week, two out of three people on Facebook visit a local business Page or an Event Page,” Facebook shared in its announcement. “That’s why we’re updating Pages and expanding Events and Jobs to make these connections simpler and more valuable.”

Below are some of the updates Facebook is making and why they may be significant to financial services companies.

Recommendations

A recent study by LIMRA and Life Happens found more than a third of Americans (34 percent) — and more than half of Millennials (54 percent) — are likely to ask for recommendations for an insurance agent or financial advisor on social media. Fortunately, Facebook is making it easier for people to recommend your company by bringing recommendations to Pages. People will now be able to post a recommendation for your business including text, photos and tags directly on your Page. And Recommendations will also help you reach people while they’re searching for or talking about your business.

Actions

People will now be able to tap on a simplified and prominently featured suite of call-to-action buttons to do things like send a message, write a recommendation, or book an appointment — all on mobile. To make the most of the updated Page design, be sure to select the Page template and call-to-action button that make the most sense for your business.

Increased visibility of your story

Page Stories offer an immersive way to connect with consumers. People can now view your business story by tapping on the Page profile photo. You can learn more about how to use stories to engage with your customers in the Advertiser Help Center.

Customized business information

You’ll now be able to feature information such as hours or recommendations more prominently on your Page.

Although Facebook continues to take steps to diminish organic reach for businesses, having a robust, active Facebook Page is a must for many brands — especially those wanting to connect with consumers at a local level through advertising.

It may be worth considering how your organization can implement these new tools for your company, as well as your agents and advisors. If you need help, get in touch with us today.

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