Whether you like it or not, a Facebook marketing strategy is not something you can set up once and forget about. For it to be successful, you need to be constantly monitoring what’s happening, what’s working, and what isn’t — otherwise, it’s easy to lose direction.
Thus, a regular Facebook page audit should become a habit, a second nature, if you will. You don’t need to do it too often — once per month, or even once per quarter can be enough. However, at the very start, when you’re just beginning your Facebook journey, doing an audit is essential. It’s likely that you have some content on your Facebook Business Page already — and that includes things you wouldn’t consider to be “content”, like your About section or your Reviews. And you need to make sure that you’re on the right track with that before jumping into producing and scheduling posts, measuring ROIs, visiting Facebook Insights every day, and so on.
So in today’s post, I’m going to talk about how to do your very first Facebook page audit. Let’s dive in! 😇
How to Do Your First Facebook Page Audit
1. Optimize your logo and your cover image
Before you go “duh, Olga, what can be so tricky about a logo”, I’d like to open with a shocking stat:
In other words, you have 1/8 of a blink to make a good impression.
So are you really, REALLY sure you’re 100% nailing that tiny little, almost invisible, gap of opportunity?
I’d say, it’s always better to double check.
Your logo and your cover image are the first impression you make when a visitor lands on your Facebook Page. As the dimensions and requirements change often, the first thing to do is make sure that your logo and cover image are optimized correctly.
Your logo should be 170×170 pixels, and your cover 820×310 pixels. In both cases, you should upload a PNG (loads faster) and make sure the files weight less than 100KB (in order to avoid compression).
That’s point A.
Point B — Keep in mind that your logo will be cropped in a circular shape in ads and posts, but will remain the same square shape when people land on your Page. So make sure that when your logo is circularly cropped, no important element gets chopped off.
In addition to checking sizes and dimensions, also make sure that your logo and your cover page stand out. Make sure they’re eye-catching, instantly recognizable, and, all in all, make a memorable first impression.
The best practice re. your logo is to put your, well…, logo out there. Not an image, but a logo. That spells out the name of your brand.
The best practice re. your cover image is to put a photo with your tagline or mission statement — or any visual that represents your brand very clearly.
Here’s a little example from Olapic: very clear logo, very clear cover image, very clear brand presence:
The latest trend is to use a video for your cover image: it’s interactive, new, bold, and also tells a story better.
Here’s an example from Zara, for instance:
2. Your category
A bit of a no-brainer, but it might be easy to overlook!
Make sure your category is up-to-date since it’s one of the first things that attracts attention. The category should represent what your brand is about. Also, don’t forget that if you use Instagram for Business (which you should!), that category will appear on your Instagram profile too.
Facebook allows quite a broad variety of categories, some of which offer different features for your page. One of the biggest feature differences is the Check-in option — a huge advantage for any local brick-and-mortar business. Allowing users to check into your location is helpful for at least two reasons: First, it raises awareness. Second, check-ins are part of the Graph Search results, so whenever somebody is using Facebook to search for, say, a restaurant in Chicago that their friends have visited, the check-in will appear in the results.
Pretty sweet, right?
And finally, depending on the category you choose, you’ll have different features available for your CTA. Speaking of which…
3. Your CTA
Don’t forget about your CTA! Whether it’s “Shop Now”, or “Learn More”, or “Sign Up”, or “Play Now”, your CTA should not be neglected. Add a CTA button so that your fans can get involved immediately — and you can get the chance to immediately convert visitors into customers.
Remember: it’s your logo, your cover image, your CTA and your category that make that first impression!
4. About us
What was the last time you read your own About page? Is it up to date? Is it written with your target audience in mind?
On Facebook, you have the About section and your Story. Now, the About section is a very brief description of your Page, which is limited to 255 characters only. As a general rule, the best practice is to put your tagline there.
Your Story section, however, is where you can get way more personal, write more about your mission and vision, and give people more background information about who you are. You can also include a few CTAs with links at the end, if you like, and don’t forget to optimize the Story for search!
5. Featured videos & Pinned posts
If you ever uploaded a video to your Facebook Page, that video is now probably sitting at the very top of your page, one of the first things your visitors see. And if the last time you uploaded a video was in, say, 2015, that means that the first impression you make is dated by almost 3 years now.
It’s okay NOT to have any videos featured on your page — if they’re old, outdated, and don’t contain relevant information anymore, it’s better to say your goodbyes and delete them from your page.
Some goes with your pinned posts. You’d be surprised how easy it is to forget that you still have a post from 6 months ago pinned to the top of your page (I’ve been there)! Make sure the first few posts, whether videos or link previews, aren’t now obsolete. And also — make sure the links on those posts are still working and don’t lead to a 404!
6. Using the right Page template (and the right tabs)
If you ever paid close attention to your Facebook Business Page, you might have noticed that, underneath the logo, there are always several tabs, such as “Home”, “About”, “Videos”, “Community”, etc, which allow users to quickly jump to a specific type of content or offering that you have.
Now, Facebook sets a lot of them by default, but you can edit them if you click on “Settings” (top right corner) and then “Edit Page”. Depending on the Page template you’re using (Standard, Business, Venues, Non-Profit, etc), your tabs will be arranged in a certain way, but you can still drag them to change position and switch some off, if you don’t need them.
7. Connecting with your Instagram
If you come back to “Settings” and click “Instagram”, you’ll be able to connect your Insta with Facebook and manage your Instagram through the Facebook Manager.
With that feature enabled, not only will you be able to edit your IG account details from Facebook, but also manage your Insta comments through Facebook Page Manager App, and create real Instagram ads directly on Facebook.
Thing is, on Instagram, you can only promote or boost existing posts. However, if you ever choose to create a dedicated ad on Instagram — it’s something you can do directly from Facebook. So it makes sense to have this feature activated!
8. Enable tagging!
Tagging others (and being tagged) is one tactic to grow your audience on Facebook, as it provides you extra exposure on other people’s accounts and pages.
9. Review admin & roles
Have there been several people managing your Page in the past? People who maybe don’t work for you anymore? Who are still listed as your Page’s managers?
This happens so often: people leave your team, people join your team, and sometimes it doesn’t seem like a priority to change the access settings — or, sometimes, it just slips your mind. However, it’s important to make sure that only those you trust have access to your page. You can also review the goals for each person listed, as Facebook offers multiple roles with varying degrees of power and access. So make sure the permissions are set right for everybody!
10. Comments & Reviews
Last but not least, take a look at your comments and reviews left by other users. While it’s not something that you might consider “content”, it is, nevertheless, an important type of content you should be paying attention to. If you’re a local business, you probably have reviews activated as one of your tabs — but are you sure you’re monitoring the mood there? Not leaving any negative review without a reply? Providing support through comments? Replying to your fans? Leaving that part unattended might leave an impression that the page has been abandoned, and that’s definitely not the impression you want to make!
Now you know how to get your page up to scratch, and maybe you’re even thinking about details that never crossed your mind before? The important point is that your Facebook marketing efforts shouldn’t only be focused on the posts you share, but also on the smaller details, all of which work to create the best impression of your brand or business. It’s all content, even down to the template you use and the CTA you pick!
So, good luck with your audit! And if you want more tips and tricks to help you on the road to Facebook success, check out our e-book below 🙂
Over to you! Have you done a Facebook Page audit? If so, what else would you add to this list?