5 Recent (and Pending) Changes to Facebook and Why Your Hotel Should Care



If we can learn anything from Facebook, it is that change is inevitable. While it can be overwhelming to log in and notice that nothing looks the way it did five minutes ago, often times these changes are for the best!Facebook’s latest round of updates should be influential in your admin’s content strategy, will improve your organization within the Ads Manager, and can result in more efficient and cost-effective campaigns. Check out what is new on Facebook in the last couple of months and why this matters to your hotel!

Facebook Update #1: Facebook’s Pages to Watch provides more information

What’s new: Facebook has finally made the Pages to Watch Section on the admin panel more robust. Previously, this section only showed a high-level glimpse of your page’s growth compared to up to five other pages of your choosing. Now located within Facebook Insights, you can compare more metrics to gauge the performance of your hotel’s page and your posts.

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Pages to Watch can be found under See Insights, at the bottom of the Overview section.

Why your hotel should care: You can measure the frequency and engagement of your hotel’s Facebook posts against your competitors’. If your competitors are continually gaining more page likes than your page and have higher engagement (more shares, likes, and comments), is it because they are posting more times each week? Keep this in mind as you create your upcoming content calendar so you can continue to improve your hotel’s Facebook engagement as well. If one of your competitors is consistently outperforming the other hotels in your comp set, take a look at their Facebook timeline to get a feel for what type of content they are sharing and what their strategy is. Is the hotel using better images in their posts? Is their content more relevant to their target audience? Are they constantly running promotions or giveaways? Make note of what works well for other hotels and adjust your hotel’s posting strategy accordingly!

Facebook Update #2: Facebook Campaigns changes the ad structure

What’s new: Previously, Facebook’s campaign structure within the Ads Manager consisted of two levels: campaigns and ads. The new campaign structure consists of three levels: campaigns, ad sets, and ads. Each ad set has its own budget and schedule, and target audience.

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Why your hotel should care: The new campaign structure is especially helpful for promoting different events, targeting different groups of people based on interests, tailoring ad copy to each audience, and allocating your budget accordingly.

For example, imagine you are a Chicago hotel and your Facebook Ad budget for April is $50. Your hotel’s overarching advertising objective for the month is to build awareness about your property and gain quality Facebook fans that are likely to travel to Chicago within the next year. You decide to target two upcoming Chicago events that will likely capture your target audience: Chicago Half Marathon and Chicago Bears home games (since the Bears schedule is set to be released mid-April, fans of the Bears’ opponents are likely to start planning which games they are attending at Soldier Field). Under Facebook’s new campaign structure, your hotel’s April campaign would consist of two ad sets: (1) Chicago Half Marathon and (2) NFL fans. Each ad set would consist of its own target audience and budget. The Chicago Half Marathon Ad Set targets Facebook users who live in the United States, are interested in running, and like pages similar to “Nike”. Your hotel is dedicating $30 of your total Facebook ad budget to Half Marathon ad set. The NFL fans ad set targets people who like the NFL, ESPN, are fans of teams that the Chicago Bears are playing at home this season, and live in Green Bay, WI and Minneapolis, MN. Your hotel is dedicating $20 of total ad spend to the NFL ad set. The new Facebook campaign structure then allows you to create multiple ads within the ad set so your hotel can target by users’ interests, relationship status, location, etc. You can tailor each ad with unique copy to ensure it resonates with the intended audience and control the amount of money you want to spend on each ad.

Overall, this means a more organized process for hotel’s that are running multiple ads and the ability to target niche communities more effectively.

Facebook Update #3: Facebook Ads provides more effective targeting options

What’s new: Facebook has simplified their ad targeting options based on four main categories: location, demographics, interests, and behavior. Location targeting is more accommodating; Advertisers can now create a campaign including or excluding any combination of zip codes, counties, cities, or states. You will also notice that Facebook has said goodbye to hashtag and keyword targeting and is now concentrating on targeting the overall interests users have vocalized. This means you can choose to target one subject such as “hockey” and Facebook will show your ad to users who have liked or expressed interest in topics related to hockey.

In even more exciting news, Facebook’s Partner Categories is now being integrated into the Ads Create Tool under Audience > Behaviors. Partner Categories allows marketers to target people based on their activity outside of Facebook, such as recent purchase behavior, the types of products or services they buy (home goods, cars, etc.), and the device they use to purchase. Before this Facebook ad update, advertisers had to go into Facebook’s Power Editor to utilize this awesome feature, now it is integrated into ads to create a more efficient targeting process. You can read more specifics, and see what Facebook has to say about these updates via Facebook for Business News.

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Partner Categories can be found in Behaviors within the Audience section.

Why your hotel should care: Some of the highlights to the Facebook ad updates include more values for relationship statuses (i.e. civil unions) and enhanced targeting capabilities, so you can now narrow down your audience to be as specific as “people engaged within the last 3 months.” Demographics now include information such as workplace and job title – watch out LinkedIn…

This new, streamlined Facebook ad targeting will ultimately result in more efficient, cost-effective campaigns and, in turn, your hotel can get directly in front of the types of people that are likely to book rooms.

Facebook Update #4: Facebook redesigns page layout

What’s new: Your hotel’s Facebook page will soon have a similar layout to that of your personal Facebook profile. Your hotel’s timeline (which consists of the page’s posts) will appear on the right column of your hotel’s page and the left column will include all of your hotel’s business information (map, hours, website, likes, page tabs, etc.). Currently, all of the business information is at the very top of your page’s timeline.

In true Facebook fashion, certain page administrators have been invited to join the waitlist for the new layout, but Facebook has not released an official timeline stating when this change will roll out to everyone.

Why your hotel should care: With this new page layout, Facebook is (seemingly) giving less prominence to page tabs. Page tabs will still be included on the business page, but tabs will no longer have thumbnail images, so they won’t stand out as much on the new layout. At Blue Magnet, we typically optimize hotels’ Facebook page tabs with calls-to-actions, like a Book Now app, Plan a Meeting app,  TripAdvisor review app, or custom-built iFrame for giveaways and promotions. So, if your hotel is hosting a social media giveaway or has a booking widget app integrated on its Facebook page, it will be a good idea to highlight this information within your hotel’s Facebook posts as well to increase its visibility.

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Example of old Facebook page layout. Note the prominent page tabs and the size of the property’s rating.

 

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Example of new Facebook page layout. The page tabs no longer have images supporting them at the top of the page (there will be images for these page tabs further down your timeline in the left-hand column). In the new layout, the star rating is larger and more prominent.

Check out Facebook’s example of the new page layout here.

Facebook Update #5: Facebook’s Newsfeed clean up

What’s new: Facebook is making an effort to get rid of posts and stories in the newsfeed that come across as spammy to users. Facebook has broken down the types of posts and content that will be penalized as a part of this process:

  1. Like Baiting: A post that asks people to do any given action, such as liking or sharing in effort to increase the post’s reach (i.e. “What is your favorite city to visit? ‘Like’ for Chicago, ‘Share’ for Los Angeles, or ‘Comment’ for New York!).
  2. Frequently Circulated Content: Content, photos, or videos that are shared again and again and again. This doesn’t mean you should stop sharing posts from other page’s and interesting content, but this is a good reminder to not just share a popular story for the sake of sharing it because “everyone else is doing it”. Make sure the content you share has relevancy to your brand and its mission.
  3. Spammy Links: Stories in the News feed that don’t accurately describe where they are linking out to are considered spammy links. Don’t try to trick someone into visiting your hotel’s website, an ad, or a special offer. When sharing a link on your hotel’s Facebook page, make it clear where users are going when they click.

Why your hotel should care If your hotel has a good Facebook content strategy in place, you won’t be affected by these clean up initiatives. However, it is always important to keep best practices in mind when creating your Facebook content calendars and brainstorming social media promotions. Smaller scale giveaways asking fans to “like” or “share” a picture where one randomly selected person will win a one-night stay at your hotel will no longer be an efficient way to boost page engagement. Also, be sure to keep your hotel’s content refreshing. If you have a special offer that you are trying to promote, don’t keep sharing the same image over and over again alongside the offer details. Instead, try using different visuals and mix up the copy every time you post about the offer.

Additionally, don’t feel obligated to link out to your hotel website in each and every status update. Only post links that are relevant to the content your hotel is publishing. When you are posting a link, make the link destination clear so users know where they are going to end up when they click on it. After all, this will ensure you are receiving quality traffic to your hotel’s website, which will result in a higher conversion rate. If you think you are being sly by getting Facebook fans to unknowingly click a link to your website, you will likely see a high bounce rate, meaning the user didn’t want to end up there.

We’d love to hear your opinion! What do you think of Facebook’s page redesign? Are you finding it easier to organize your hotel’s Campaigns with the new layout in Ads Manager? Leave a comment below.