Social Media Wiki

Using the New Facebook Insights to Improve Your Page

In case you haven’t heard, Facebook has updated its platform once again. If you want to catch up on all the new features and our point of view on what they all mean for marketing on Facebook, then I invite you to download my company’s point of view on the subject: Major Facebook Changes and What They Mean for Your Brand (834 downloads). I’ve also just written two other posts about how these changes might impact healthcare. You can check them out here and here. Today’s post will be the final post in this series about the new Facebook Page updates.

This post is going to cover one very specific change to Facebook that’s definitely a positive. I’m talking about a big upgrade to Facebook Insights, which contains all the performance data you need about your Page. All Page admins should now have access to this information. The image at the top of this post (click to enlarge it) shows you what the main Insights page now looks like. Also, you can see that it is accessible in the left column of the page, which shows all of your Page’s tabs. The Insights tab is only visible to admins.
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Two Simple Ways Pharma Can Use the New Facebook Features

Let’s be clear on the title of this post. The key word is “MIGHT.” I put it in all caps hoping everyone would notice. I plan to share some more details on some of the new Facebook features that have been released (or will be shortly) and how these could be used in healthcare including by pharma companies. However, I’m not quite saying to run out and leverage these features or do exactly what I will describe. It still has to make sense. I’ll talk more about that in the rest of the post.

One more caveat…I’m not saying that Facebook is or will become some healthcare information destination (quite the opposite actually). However, it will be where more people look to gather advice from trusted friends just like they do now in real life whether in person or via, say, telephone. We often turn to friends for medical advice especially when that friend has personal experience with a particular condition. There’s nothing wrong with that. It’s part of the normal research process. This advice needs to be combined with other sources (especially a physician) to come up with a final decision. So, again, Facebook isn’t a replacement for other sources, but could be an additional source providing a very specific bit of information into the decision making process. For all of you thinking about commenting that Facebook shouldn’t be a healthcare information source, those last few lines are for you.

Onto the good stuff…

First, as you probably have heard or noticed, Facebook recently rolled out a bunch of changes to its platform. Some more are coming soon. I just wrote a post about how one of these coming features, called Timeline, might actually make in impact on healthcare. Before moving forward, I’m going to quickly skim over some of the changes and won’t go into a lot of detail about how these changes work or how they might impact brands and companies who use Facebook. If you want to catch up on all the new features and our point of view on what they all mean for marketing on Facebook, then I’ll invite you to download my company’s point of view on the subject: Major Facebook Changes and What They Mean for Your Brand (834 downloads).
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How New Facebook Features Will Impact Healthcare

Update, Oct. 12: if you want to see all of our posts and white papers from the series we did on the recent Facebook changes, you can visit this page.

Like many humans, you’ve probably noticed that Facebook has made some changes recently to its platform. For most people, these changes became apparent with the addition of Lists, a new News Feed structure, and the ticker. All of these changes will impact how people use Facebook and will force brands to rethink how they use the platform as well. I co-authored a point of view paper on all of these changes for my company, Possible Worldwide, and I’ll be discussing many of these over the coming days. I’ll include a link at the end of this post where you can pick up a copy of the full point of view paper. Rest assured that the paper and some upcoming posts will explain why I think brands need to completely rethink their approach to Facebook. The value of a “Like” isn’t what it used to be, so brands will need to find other ways for people to engage with them. I could go on for hours. Check out the paper or stay tuned for some upcoming posts for more details.

For today’s post, I wanted to talk about one really interesting new feature that is part of the Timeline format for profiles that Facebook has announced. If you don’t know what Timeline is, then check out this page that explains it all. I personally think this is one of the best things that Facebook has ever done with the platform. It’s a really aesthetically pleasing interface that serves as a really interesting digital scrapbook of your life. It’s got everything you’ve ever put on Facebook in an organized, time-based format and it looks great.
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Observations from a Week on the Road

Last week I had the opportunity to attend a couple of conferences and speak at each of them. I wanted to share both my presentations and my observations from these two trips. I think there’s a little something for everyone.

Conference one was ePatient Connections in Philadelphia to start off the week. As I’ve said before, this is one of my favorite conferences of the year for a few reasons. First, it’s a diverse audience and group of speakers. There is certainly a lot of healthcare-specific content, but there are also presentations from outside healthcare (including the keynote talk from Seth Godin). I’ll tell you why I think this is important later. Second, each speaker gets 15 minutes max. That means a fast-moving conference that keeps your interest. It means that you get just enough from the really good presentations and the bad ones are over soon enough. Fortunately, there aren’t too many bad ones at this conference, but I know you’ve seen them before at other conferences (especially when they last 45-60 minutes).
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