Publishing on Facebook

Once configuration is complete, Social Marketing lets you post publications on the walls of your Facebook pages.

Limitations

The following limitations are inherent to Facebook.

  • Messages may not exceed 1,000 characters.
  • HTML is not supported.

Creating the delivery

Create a new delivery using the Publish to a brand page delivery template.

Selecting the main target

You need to select the page(s) which you want to post your publication on.

  1. Click the To link.

  2. Click the Add button.

  3. Select A Facebook page.

  4. In the Folder field, select the service folder which contains the Facebook page. By default, pages are stored in the root of the Facebook service folder. Then select the Facebook page which you want to post on.

Selecting the proof target

The Target of the proofs tab lets you define the Facebook page which you want to use for testing deliveries before sending them out. We recommend creating a dedicated private Facebook page for this purpose. For more on creating a private Facebook page, refer to Creating a test Facebook page. To select the proof target, apply the same steps as for the main target: Selecting the main target.

NOTE

If you are using the same Facebook test page for all deliveries, you can save the proof target in the Publish to a brand page delivery template, which is accessed via the Resources > Templates > Delivery templates node. The proof target will be entered by default for each new delivery.

Defining the audience

If you want to use local segments to refine the type of public authorized to view the publication, we recommend that you create one Facebook page per segment (for instance: Adobe Campaign Paris, Adobe Campaign London, etc.).

However it is also possible to use the audience filters used by Facebook. The Audience tab of the Select target window offers four filters:

  • Country
  • Regions
  • Cities
  • Languages
IMPORTANT

Use this function with care. In delivery reports, the Number of fans indicator will not take these Facebook filters into account.

Facebook may change the list of audience filters as well as their values.

Defining message content

Select the type of publication using the Content type drop-down menu.

The following types of deliveries are available:

  • a Status
  • a Status with a link
  • a Status with a YouTube link
  • a Photo album

Publishing a status

A status type delivery can only contain text, as in the example below:

Enter the publication status in the input zone.

A status type delivery with a link may contain text, images and a link. The following section details the symmetry between the fields of the delivery editing screen and the final publication on Facebook:

Enter the various fields:

IMPORTANT

All URLs must start with “http://” or “https://”.

  1. In the Status field, enter the text which will be displayed under the name of the page.

  2. In the Name field, enter the publication title.

  3. In the Link field, enter the URL that the publication points to.

    NOTE

    If you want to add the Link field to the URL of a Facebook application to promote it, we recommend that you adapt it to smartphone display criteria:

    1. Select the Facebook application https://developers.facebook.com/apps, and select the Settings > Basic tab.
    2. Enter the Namespace field.
    3. Enter the Mobile Site URL field: when a user clicks the publication link on their smartphone, they will automatically be redirected by Facebook to the URL defined in this field.
    4. Create your web application so that the Facebook display is personalized as a function of the device used (smartphone or PC).
    5. Go to the Link field of the publication via the Adobe Campaign console, enter the URL of the Canvas page field.
  4. In the Image field, enter the URL of the image which will be displayed to the left of the publication.

    IMPORTANT

    The image has to be hosted on a public internet site in order for Facebook to be able to upload it.

  5. In the Caption field, enter the text that will appear at the end of the publication.

  6. Go to the Description field and enter the text to be displayed under the title.

This type of content lets you publish a link to a YouTube video. Just like a status with a regular link, you can define a status, a name, a caption, a description and an additional link. The image is added by Facebook automatically. Symmetries between the fields of the delivery editing screen and the final publication on Facebook are detailed below:

Enter the various fields:

IMPORTANT

All URLs must start with “http://” or “https://”.

  1. In the Status field, enter the text which will be displayed under the name of the page.
  2. In the Name field, enter the publication title.
  3. In the Video code field, enter the code of the YouTube video. For instance, for the ‘https://www.youtube.com/watch?v=abc123456’ link, the video code will be ‘abc123456’.
  4. In the Caption field, enter the text that will appear at the end of the publication.
  5. Go to the Description field and enter the text to be displayed under the title.

Publishing a photo album

This type of content enables you to publish a photo album. You can add a name and a description for the album as well as a caption for each photo. Symmetries between the fields of the delivery editing screen and the final publication on Facebook are detailed below:

Enter the various fields:

  1. Start by entering the Album name.
  2. Then enter the Description to be displayed above the photos.
  3. To add a photo, click the Add button, select the photo and click Open.
  4. A caption can be added to each photo.

Previewing

The Preview tab lets you view the rendering of the publication.

  1. Click the Preview tab.
  2. Click the Test personalization drop-down menu and select Service.
  3. In the Folder field, select the service folder which contains your Facebook pages. By default, pages are stored at the root of the Facebook service folder.
  4. Select the Facebook page which you want to test the preview on.

NOTE

The preview may differ slightly from the final Facebook publication. We highly recommend sending a proof before final delivery for an exact rendering of the publication. Refer to Sending the proof.

Configuring tracking

Tracking can be viewed in the delivery reports and in the Edit > Tracking tab of the delivery and the service.

Clicks on the URL contained in the delivery are measured by Adobe Campaign. The number of clicks on the Like button, the number of comments and the number of fans are measured by Facebook.

Tracking configuration is the same as for an email delivery. For more on this, refer to this section.

NOTE

In the Publish to a brand page delivery template, tracking is enabled by default.

Sending the proof

We highly recommend sending a proof of your publication before the final delivery to view the exact rendering of the publication on a private Facebook test page. For more on creating a private Facebook test page, refer to Creating a test Facebook page. The steps for selecting the target proof are detailed in Selecting the proof target.

Proof delivery is identical to email deliveries. Refer to this section.

Sending the message

  1. Once the content is approved, click the Send button.

  2. Select Deliver as soon as possible and click the Analyze button.

    NOTE

    The Postpone the delivery option lets you postpone delivery to a later date.

  3. Once the analysis is complete, check the result.

  4. Click Confirm delivery, then click Yes.

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