From January, everybody using a Facebook Page will need to come up with new ways of communicating using Facebook and their Facebook Page in a way which
- engages an audience
- stimulates interest which leads to enduring 'likes' and an ongoing following
- avoids the Page being buried and disappearing from the newsfeed of followers due to any inadvertent breach of the new rules
What this means for artists
|Will the new rules for Facebook Pages have a major impact on |
the livelihoods of artists, art teachers, gallery owners, workshop providers etc?
Every artist promoting their business or products on Facebook needs to have a long hard think about whether and what they need to change to conform with the new rules for Facebook Pages being introduced. (see yesterday's post Change in Facebook Pages Rules will affect artists marketing their art).
What the new rules cover
The scope of the NEW rules COULD cover:
- art for sale (originals or reproductions)
- art exhibitions,
- art workshops and
- art books
- new product/services you offer
Specifically what the new rules DEFINITELY INCLUDE are the following. Remember these were identified as practices which either people said they really didn't like and/or these were the type of posts which people hid or otherwise indicated they didn't want to see in their newsfeeds.
- posts which want people to buy a product e.g. a painting or a workshop. In effect, it seems to me that Facebook think "adverts" for products or services which will generate income ought to be paid if you are using Facebook which is a site which you pay nothing to access. My view right now is you should AVOID:
- language such as "Buy now" or "Go to wherever to buy my art" or "sign up for my workshop"
- posting of links e.g. to an eBay auction or anywhere else you are selling your art
- Posts that push people to enter promotions and sweepstakes with no real context. The clue here are the words "no real context".
- Do not make your Page a "gaming" site with offers and promotions which are OTT.
- Always make any promotion 100% relevant to the stated purpose of the Page e.g. an art magazine running a competition for artists whose art was going to be featured in "Top paintings of 2014" who were then going to be featured in an article in the magazine would, in my opinion, be OK.
- My advice would be to:
- avoid sharing offers made by others which are specific to their sites but not yours
- avoid sharing any third party content relating to competitions or sweepstakes
- whatever the content if it looks "pushy" and/or "in your face" avoid it and do NOT share
- Posts that reuse the exact same content from ads - if the content is in an advert then it can't be on a Facebook Page.
- I think this is Facebook trying to "nab" people who start of advertising to get their follower numbers up - then they stop paying for their adverts and carry on using the content from their adverts.
- However what's odd about this is it might work against Facebook. Who now is ever going to include any text or links in an advert if this means they will never ever be able to use them again on Facebook? Why would anybody ever use their studio or gallery name and/or a website link in an advert?
Marketing & Communication - 10 Tips for using Facebook Pages in the future
I've been thinking about what opportunities remain for people to continue to use a Facebook Page to market their art in 2015 and below I have 10 tips for how best to approach marketing and communication in 2015 - and how best to use your Facebook Page in the future.