Extending Your Social Media Reach: Working the Facebook Author Tag Feature

In this digital age, marketing is progressing with leaps and bounds. The advent of social networks has further opened up new avenues for marketers to promote their products and increase their reach. Probably, one of the best social networks for advertising right now is Facebook.

Since it launched its targeted advertisements program in 2012, more and more marketers are opting to go with it because of the flexibility and tremendous reach it offers.

Image Credit: Flickr, Creative Commons: Charis Tsevis

Consequently, nearly half of Facebook’s revenue now comes from advertising.

Author Tags
However, Facebook is not all about big business marketing as the recent launch of Author Tags shows. It is allowing equal opportunity to individuals in order to extend their personal social media reach. This feature is quite revolutionary because only a single line of code on the publisher’s website increases an author’s social presence exponentially.

This in turn would positively impact the publisher by driving more traffic to its website.

How it works
Facebook’s Author tags work in a simple way. For example, a piece of content has appeared in your newsfeed and you click through and go to that. After returning from there, there would be a byline in the link preview you just clicked on. This byline would have a tag linking to the Facebook profile of the author with a complimentary Like or Follow button. The former in the case of the author having a Facebook page and the latter in the event of only a Facebook profile being associated with the author.

The impact
Facebook Tags hold the potential of completely overhauling the way many publishers and news organizations see marketing. This is so because this feature can be very powerful in audience development.

Let’s say a reader likes an article about how Airbnb impacts homeowner’s insurance. The reader who is interested in the work of this particular author will have more chances to interact with him or her. The author can hold Q A sessions, converse with the readers, and even share behind-the-scenes content.

The combinations of these will help the respective author to deepen their relationship with the niche audience. This holds a lot of promise for a wide array of authors — from fashion bloggers to journalists.

Additionally, as mentioned before, this feature can also be a great traffic generator for publishers. This would be the consequence of increased user engagement on author pages. Facebook already drives more than one-fourth of the entire traffic on the web. By making this mechanism more robust, publishers stand to gain a lot.

The Author Tags feature is completely opt-in. The author’s profile or page would behave normally in its absence, as well. Additionally, this feature is currently only available in the desktop version of Facebook. There is no app or mobile site variant yet.

Millions of people turn to Facebook to discover what is going on around them every day. With author tags, publishers can capitalize on this by allowing for readers to follow authors that best entertain or inform them.


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