Facebook Users Time on the Site and Activities

Majority spend time interacting with friend’s posts

On an average day in 2011 according to Pew Internet and the American Life Project, the typical Facebook user spent time on the site primarily “Liking” other users’ content and commenting on others’ photos. This continues to be true today with Facebook users allocating their time on the site as follows:

  • 15% of Facebook users update their own status.
  • 22% comment on another’s post or status.
  • 20% comment on another user’s photos.
  • 26% “Like” another user’s content.
  • 10% send another user a private message

Facebook Where People Spend Time

Research shows Facebook users taking breaks

Facebook use may be on the decline, if you read recent data from Pew Research as I do. Sixty-one percent of Facebook users report “taking a break” from this popular social media site.

John Martin Taylor Taking a Break from Facebook

It’s no wonder that so many are decreasing their use of the site. Since the 2012 presidential election and Newtown tragedy, the invective and political ranting seems to be at a fever pitch. People are getting worn out. Though they may report that they are too busy, tired or don’t care, I think they have realized that increasingly, Facebook can be a time suck. And people using Facebook seem to have lost much of the fine art of civility. It seems lately I read more people venting and insulting others’ parentage, heritage, beliefs and lives.

Although sixty-seven percent of Americans use Facebook on a regular basis, more and more I read posts from people who whose lives have become saturated with Facebook and they choose to disconnect as culinarian and author John Martin Taylor did in his handwritten photo post reproduced above.

Vacations from Facebook

Reasons for taking a break vary, but most report that they are just too busy to “get on Facebook.” While people report they don’t have enough time to bother with Facebook I believe that people have become worn out with the self-involved, naval gazing that many do via the site. Pew reports the following data:

Reasons for Facebook Breaks

If your business wants to reach these increasingly disaffected users, you must design posts that reach people’s newsfeed, because not many people make it to your brand’s Facebook Page. Facebook has facilitated fewer direct business Page visits through new “like” opportunities. Facebook now suggests you “Like” a page from your friend’s post or after “Liking” a Page, at which time Facebook offers other Pages for you to “Like.” There is even a direct menu item to allow you to view Pages Facebook recommends to you as you can see in the screen grab below.

Facebook Recommends Pages for you to Like

Facebook Pages to like suggestion following page like action

Facebook users report plans for less time on Facebook

When asked if they plan to spend more or less time on Facebook in the coming year, increasing numbers of younger users report wanting to spend less time on the site. Your marketing will be impacted by this trend to a greater or lesser degree based on your customer demographic. The wise entrepreneur or marketing manager will increase or diversify their social media content distribution to other social channels as appropriate for your brand.

Plans for Spending Time on Facebook in Coming Year

Is Facebook valuable to users?

According to Pew,

“42% of Facebook users ages 18-29 and 34% of those ages 30-49 say that the time they spend on Facebook on a typical day has decreased over the last year — these are both significantly higher than the 23% of users ages  50 and older who report decreased Facebook usage over the same time period.”

The Value of Facebook

Women still report finding that Facebook is “more important” and will spend more time on the site.

Be strategic and use Facebook tools

Design your social media content to be appealing to your customers. Make sure it offers a way for them to engage with you by creating content that is helpful, informative, and fits with users’ needs. Analyze your brand’s interactions with Facebook users and if you find that you don’t have the engagement needed to be present in Facebook users’ newsfeeds, modify your content.

Use Facebook Insights to help you analyze and take advantage of what works best for your brand. Pay close attention to the time of day posted, content type receiving the highest interactions and the numbers of shared to direct your future posts. You can also pay attention to current news, and Internet memes to help you create content that is “of the moment.” The Harlem Shake meme has been adopted by everyone from animal shelters to senior citizens centers, feeding on the popularity of the topic. This video from a senior center has received thousands of views and shares as a result of being au current.

Clark Retirement Community Harlem Shake Video on Facebook

If you need assistance formulating, implementing or managing your Facebook marketing, or social media campaigns, call us. We’re here to help you increase engagement among Facebook users, plan and implement campaigns that fit your business.

Changing, Adding or Modifying Facebook Page Admins

Can I add or delete Facebook Page Admins?

Today a friend called me and was wondering how to add a new Facebook Page Admin to help manage her business’s Page because she could not figure out how to do this.

She had read the steps in Facebook’s help section but could not locate the Edit Page button. What was stopping her was the fact that she was trying to manage Page Admins from a Timeline. (Read about the difference between Timelines and Pages.) The first thing to know about managing Facebook Page Admins is that only Facebook Pages have Admins. Therefore controls for adding Admins are on the specific Page and not the Timeline associated with the Page.

Your Timeline is managed only by you. Conversely, Facebook Pages can have multiple admins and they can have very a specific role that limits their permissions to interact with the Page’s likers, manage advertising or manage the Page.

Settings for Facebook Page Admins can only be set when you are logged in  to Facebook and have navigated to the Page for which you are an Admin.

I’ve created a series of images illustrating how to add or change Facebook Page Admins. There are just five simple steps to adding, managing or changing Facebook Page Admins. Click to view these images in a slideshow at a higher resolution.

Step 1 of Ad New Page Manager for Facebook Pages

1. Locate the Edit Page button

Step 2  of Add New Page Manager for Facebook Pages

2. Click to expand the Edit Page Button and choose Admin Roles

Step 3 of Add New Page Manager for Facebook Pages

3. Enter the Facebook Timeline name associated with the person you wish to add as an Admin

Step 4 of Add New Page Manager for Facebook Pages

4. Select the role you wish to assign to the person

Step 5 of Add New Page Manager for Facebook Pages

5. Click “Save” to add the new Facebook Page Admin

Be sure the person you wish to add to your Page as an Admin has a Timeline on Facebook. People not “on Facebook” cannot be designated as Page Admins.

Should you wish to modify a current Admin’s role, simply click on the drop-down menu displaying the roles and modify the role by selecting a new role and saving that change.

If you wish to delete an Admin, simply click the X to the right of the field area displaying their name.

Facebook Page Admins roles and permissions

Facebook has created a very handy graph illustrating the roles available to Facebook Page Admins and what permissions are allowed to each role. As you can see from reviewing the graphic, the defined roles are

  • Manager—Greatest number of permissions and can add other admins, edit the page, create posts and respond to comments, as well as create ads and monitor insights.
  • Content Creator—Fewer permissions but can do many essential functions such as create posts, respond to comments, send messages and view insights.
  • Moderator—Moderators are those who are able to respond to and interact with a Pages likers and also can create ads and review insights.
  • Advertiser—Advertisers can create ads and view insights. If you are working with an ad agency to manage your ad campaigns, this would be the role you might assign to a person there.
  • Insights Analyst—They can only view insights and nothing more.

Page admin roles

Now that you know these simple steps, create a team to manage your Facebook Page and distribute the responsibilities and lighten your administrative load.

Illegal Facebook Promotions, Contests, Sweepstakes and Give-aways Put Your Page at Risk

Correctly done, Facebook promotions are great ways to involve your customers

Did you know that there are specific rules and guidelines regarding Facebook promotions? These guidelines spell out specific conditions which you must follow to hold a Facebook promotion. Unless you follow the Facebook guidelines you could be putting your page’s status at risk by holding an illegal Facebook promotion, sweepstakes or give-away. Facebook does shut-down promotions that don’t adhere to their guidelines. Ignorance is no excuse. When you created your Facebook page, you agreed to Facebook Pages Terms. Hopefully, you did read them.

Facebook Pages Terms

Promotions are limited to pages. Profiles, meaning individual people’s Facebook accounts, are not allowed to hold promotions. If you don’t have a Page and you are holding a promotion on your personal account, you could loose your account.

If you have a Facebook Page and want to hold a promotion, read the promotions guidelines which we’ve reprinted here.

Facebook Guidelines for Promotions from Facebook’s Pages Terms

E. Promotions
1. If you use Facebook to communicate or administer a promotion (ex: a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including:
a. The official rules;
b. Offer terms and eligibility requirements (ex: age and residency restrictions); and
c. Compliance with applicable rules and regulations governing the promotion and all prizes offered (ex: registration and obtaining necessary regulatory approvals)
2. Promotions on Facebook must include the following:
a. A complete release of Facebook by each entrant or participant.
b. Acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
3. Promotions may be administered on Pages or within apps on Facebook. Personal Timelines must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend’s Timeline to get additional entries” is not permitted).
4. We will not assist you in the administration of your promotion, and you agree that if you use our service to administer your promotion, you do so at your own risk.

How frequently are Facebook promotion guidelines violated?

If you’re typical of most Facebook users, you spend almost seven hours on the site per month. Keep in mind that is an average. Heavy users spend far, far more. So, you have probably encountered an illegal Facebook promotion.

Facebook promotions that violate Terms & Conditions

The image above contains an invitation for the page’s friends to share in comments the reason they’d like to win a prize. This violates Facebook promotion guidelines (above.)

Legal Facebook promotions

The safest way to comply with all these rules is to comprehend that Facebook requires all promotion activity take place OFF Facebook. That’s why they require Pages to use approved apps in a special tab. You can customize the app tab image to correspond to your branding as Piggly Wiggly has done in the image below.

Facebook Promotions App Tab in App Bar

Most significant is that Facebook promotion participants must have a clear notice that the promotion, no matter what kind, is in no way associated with Facebook.

Typically, these notifications state,

This promotion is in no way sponsored, endorsed or administered by, or associated with Facebook. You understand that you are providing your information to the owner of this Facebook page and not to Facebook.

Approved Facebook apps the best way to go

There are many third party apps you can license to use to hold contests, sweepstakes, raffles, and give-aways. We’ve used several of them and each of them has their pros and cons. You should read each app’s guidelines, review examples of how the app has been used, as well as compute the expense of using and licensing the app. The costs for apps varies widely from free to hundreds of dollars.

Hold the right promotion for your brand

When you decide to hold a promotion, be sure it’s the right type for your business. Typical promotions are Give-aways, Sweepstakes and Raffles. Less common but still good if they fit your business model are photo and video uploads, or asking Facebook fans to submit an essay or story. In all cases, you must be sure your promotion complies with all your state laws.

According  Social Media Examiner, there are several types of promotions you may hold on Facebook. You should read their post which explains the pros and cons of holding each type of Facebook promotion. One may work better for your business than another depending on your customers and their lifestyle, and your product and your brand.

Done correctly, Facebook promotions help you reward and engage your “likers.” Done incorrectly, they will cost you your Facebook Page. Be sure you know the difference.

We’d be glad to help your business sort through the options and determine which app is best for your intended Facebook promotion. We’ve helped many businesses do just that. We’d be delighted to assist yours. Call us.