Authored by Tom Edwards, VP of Digital Strategy & Innovation
Behind the scenes, I was working closely with various internal teams at Facebook over the past two months to better understand the potential impact the changes may have and how to plan for future campaigns.
Based on this information I have written a white paper (available below) that outlines what I am calling the 3 new promotional engagement models that Facebook now supports. The foundation of each model is tied to aligning the type of brand objective being considered to the ideal engagement model. The models are as follows:
- Short Term Engagement Model
- News Feed Engagement Model
- Sustained Engagement Model
This white paper can be used as a resource when mapping client objectives to the type of promotional engagement model that may be ideal including making the call between an app vs. responsive News Feed strategy or how Hashtag promotions differ on Facebook vs. other platforms such as Twitter, Instagram and Vine.
Download the white paper TMA_Facebook_Guidelines
SUMMARY: The biggest change tied to the recent changes are tied to a brand s ability to create short burst engagement opportunities with the additional flexibility now afforded to brand pages. From an innovation and alignment perspective, the News Feed engagement model is directly aligned with where Facebook as a platform and a business are going. This is a mobile first experience that capitalizes on capturing users’ attention “in-stream” and reaches them across both desktop and mobile. The final model looks at when to leverage an app-based approach as well as key campaign characteristics that would lead to the use of a canvas page or Facebook page tab solution.
Follow Tom on Twitter @blackfin360