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Facebook has long claimed to be more than an online sphere in which to socialize and kill time. Recent changes to mobile Facebook Pages support this claim, proving just how useful the social network can be! Users now have easier access to the information and features they need to take the actions that matter most to marketers.
Announced this week, the two newest features to hit Facebook are the abilities to make restaurant reservations and to view TV show listings, key additions to food service and entertainment companies, and perhaps a sign of more to come.
Through an integration with OpenTable, Facebook will allow users to book reservations directly from a restaurant’s mobile Page. There’s no need to visit another app or website, Facebook fills in your important details like name and contact information so the booking process is as simple as possible. This feature joins other Yelp-like functionality on restaurant mobile Facebook Pages, such as mapping directions to the eatery, checking and leaving reviews, one-tap calling, price information, and photos of food and drink, which were all prioritized in Facebook’s mobile page redesign earlier this year. The social network’s increasing emphasis on online discovery with subsequent real-world actions – like visiting and spending money – are beneficial to local businesses and large chains alike.
Similarly, Facebook is improving discovery for television and promoting tune-in. The new TV show listings on mobile Facebook Pages allow users to see information about an upcoming episode of a show, including the episode name, date, time, and channel, thanks to Facebook’s deal with Rovi, a database of information about movies, TV shows, and celebrities. Network visibility has been boosted by Facebook with these new TV listings, along with the recent TV show section on Timeline, action-oriented status updates (“I’m watching…”), and the addition of hashtags to organize conversations about content and live events.
These new features make Facebook Page management and advertising an increasingly effective investment for restaurants and TV networks. When users see posts from or about these pages, Facebook isn’t simply offering awareness or abstract “engagement,” but valuable opportunities for follow-up actions that have an impact on their business.
As thoughtful marketers have been saying for years, success is about more than just Likes. Now, Facebook Pages have begun to reflect that reality!
-Jesse Pujji is the CEO and Co-Founder of Ampush, a social technology company that helps enterprises achieve performance at scale with Facebook Ads. As a Facebook Strategic Preferred Marketing Developer (sPMD), Ampush is helping large advertisers demonstrate ROI on Facebook, with clients such as Rdio, MasterCard, LivingSocial, Kellogg’s, and Sojo Studios. Prior to Ampush, Jesse was an investment professional at Goldman Sachs and a consultant at McKinsey & Company.