Tag Archives: huffington post

How to use a Facebook cover photo

One of the biggest lessons I learned when first studying social media and multimedia production was, “Follow the eyeballs.” Know where your audience members are looking, what draws their attention and how you can take advantage of it.

Today, Mashable published an interesting piece about Facebook’s Timeline pages for brands vs. the old generic brand pages, using an eye-tracking study. The study found that viewers were less likely to notice sidebar ads on a timeline page, that there was less immediate interaction with the Timeline content (i.e. the new Wall) and that quantitative data measures (Likes, Followers, etc.) are now much more prominent.

The biggest takeaway, though, was the awesome power of the cover photo. Cover photos are new to Timeline, and are found on both personal and brand pages. The eye-tracking study found that everyone — everyone — looks at the cover photo. It’s the prime page real estate, choice material that on an old page would be dominated by the more content-rich Wall.

So why are so many brands wasting this space by filling it with nothing? Take the Huffington Post. The site’s flagship brand page actually has a decent cover photo, of the newsroom. Or more specifically, it’s a photo of people in the newsroom — the Mashable article also notes that cover photos with people in them are better at drawing and keeping viewers’ attention. A similar cover photo adorns its UK page. But on some of its other sub-section pages, the cover photo space goes to waste. HuffPost Religion, HuffPost Denver and HuffPost Books, for example, have generic titles on a colored backdrop. Gawker’s page isn’t much better, with a graphic of the site’s logo.

Considering the study, I offer up a few suggestions for brands looking to maximize the potential of their Timeline cover photos.

1. Don’t repeat anything that can be just as easily seen in your profile photo or in the basic information section directly beneath your cover photo.

2. Use people whenever possible. Even if they’re Muppets (yes, that page was one of those featured in the Mashable article).

3. Don’t be afraid to make use of text, especially if that text conveys information and/or cross-promotes the brand’s other social media profiles. The New York Knicks make great use out of points two and three with their cover photo — it includes both J.R. Smith (a face) and a hashtag for fans to use on Twitter.

4. Keep it fresh. Sports teams can include hashtags for games or playoffs, or information about their next matches. Companies can update their cover pages with newly introduced products, or craft them to fit new marketing campaigns’ visual styles. Newspapers and magazines can use actual staff photos that accompany prominent/centerpiece stories. No brand, be it a news agency, a sports team, a corporation or anything else, is ever completely sedentary. Neither should their cover photos.

The cover photo block is the biggest thing on the page and it will be seen, even if the viewer misses the Timeline, the ads or the metrics. Make sure that the photo does your brand justice.

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Searching for Compassion in the Storm

If you haven’t already heard (or seen, or read), tornadoes in the southern U.S. killed at least 200 people last night and caused untold damage. The tornado season has gotten off to a devastating start in the midwest and in the south.

Being from Kansas, I’ve had tornado safety drilled into my mind practically from birth. A microburst hit my college town in March 2006, and I’ve spent untold numbers of spring and summer evenings hiding out in the basement watching or listening to the weather forecasts, occasionally peeking out the window to look at thunderstorms, hail and the eerie green stillness that only comes when something awful is about to happen. So, learning what’s happened in the south, I can commiserate with what the poor people down there are going through.

I’ve also read various stories about the storms on Gawker and The Huffington Post. While the stories themselves were sympathetic or at least innocuous, I was shocked and disgusted at the tone of many reader comments. Cracking jokes about God’s judgment and the Wizard of Oz, calling the storms retribution for “birtherism,” telling southerners they had no right to expect disaster aid — this is compassion? I by no means consider myself a conservative or a Tea Party member, but these tasteless comments from so-called enlightened liberals made me extraordinarily angry. Tornadoes do not care whether you’re a Republican or a Democrat, I promise.

As a Kansan, I’m used to people automatically assuming that I’m uneducated, live on a farm, hate gays and disbelieve evolution. Southerners are often the victims of stereotyping that’s at least that annoying if not worse. But to bring it out when people are dead and dying through no fault of their own, frankly, makes me sick.

What makes it more galling is that most of these people no doubt consider themselves to be open-minded, educated and tolerant. The same people who’d be offended if these comments were slung at gays, minorities or liberals in general have no qualms tossing them at people from an “inferior” region. (For the record, I abhor blanket statements about any demographic.) Many of them self-identify as being from parts of the U.S. like the northeast, which doesn’t typically have as many tornadoes as the midwest and south; do they know what it’s like to cower in your basement and have the very real fear that at any second, without warning, your home may be blown away?

And yes, many people in the south (and elsewhere) express a dislike for government handouts. Does this mean that in their hour of need, we should tell them, “No disaster relief for you”? No. Why? Because we’re supposed to be better than that. If we show a lack of compassion to those who lack it themselves, how are we better? How does that set an example and help people to change their minds? It doesn’t. In pointing out some southerners’ hypocrisy regarding federal assistance, some people have equally made hypocrites of themselves.

The Red Cross is accepting donations on behalf of people in the south affected by the storms. Please make a contribution.