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Facebook’s 20% Text Rule

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Most of the time I try to stay positive…. when dealing with Facebook’s 20% text rule I have to admit I went the other direction for a temper tantrum or 5!

So, what is Facebook’s 20% rule?

Via Facebook:

“Ads that have more than 20% of text in their image won’t be approved to run in News Feed.”

Seems simple enough right?  Yeah, not so much…

The rule itself is understandable, last thing we want to do is to clog up people’s News Feeds with endless post that look like spam or want ads in your local newspaper.

Here’s why the rule makes me crazy:  It’s not consistent and you never know if it’s actually going to be enforced.

This week I began a Facebook ad campaign for Positive Hits PER.  We are a listener supported station, and the purpose of the ads were to drive listeners to click on the image and be directed to our “giving” webpage.  Here’s one images we used as a boosted post.

Don-&-Happy

I micro-targeted the ad to specific listening areas, specific interests for our demographic, set the budget, and VOILA!  

As far as I could tell the boosted post was up and running, and just about the time I was about pat myself on the back… I noticed that the ad after 3 hours had only received 701 views… did you hear the tire screeching sound?

After reviewing the ad here’s the message I received:

Not boosted because

First of all, there is the annoyance of thinking that for the past 3 hours my ad was running and changing the world (you can always hope)!   When in reality, it was simply sitting there taunting me…

Second, this same image worked perfectly fine for other Facebook ads, why not for this boosted post?

The Grid

Facebook created a grid that you can upload your photos to and find out if you are using too much text or not.  You can find the grid tool Here.

The problem with the grid is that it measures whether or not the text is more than 20% of the grid, and not whether the text is really more than 20% of the photo.

So, even if you don’t actually have more than 20% text… text size, and even text placement can kill your photo’s chances of making through the gauntlet of Facebook’s approval.   Oddly enough, sometimes (depending on how long you run the ad) it makes it through and does the job.

With a little bit of editing, and a lot more hope, we submitting the following post.

Don-&-Happy-Ad

Approved and running! Whew!

Recommendations:

  1. Use the Grid!
  2. Keep most of your text in the status of the post rather than the picture.
  3. Whisper a prayer or two!

We may not like the tools we have to use, but adaption comes with the territory in social media.  Our craft, and the art of what we do shows itself in the work we create, and even recreate!

Be Blessed!

Nathan Gist

PAR Director of Social Media Engagement
PER Production/Imaging Director
PER Afternoon Drive Host

 

 

Those Beloved Underwriting Rules…

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 There was a song in the early 80’s with the line “it goes on and on and on and on….” The Federal Communication Commission (FCC) recently levied fines for an underwriting announcement that seemed to go ‘on and on and on’ about a roofing company. It stated that they offered “Custom metal roofing, siding, hardware, trim, insulation, trusses and perma felt paper”.

 
Same for a gardening center mentioning they provide “bulk and bag mulch, peat moss, potting soil, bulk top soil, and decorative borders…pick-up and delivery”. They do offer all those services, that’s a fact, but the FCC said, “excessively detailed menus of multiple product/service offerings by underwriters exceed the type of information that would enable listeners to identify supporters of non-commercial programming”.
 
You can mention multiple non-promotional products and services, just don’t go on and on and on and on….about them.
 
Although the Federal Communication Commission didn’t say how many was too much, we would suggest no more than three. If you have more than three, you might consider:
 
• Rotating acknowledgement featuring different items.
• Using a female voice that might deal with more female items
• Using a male voice that might deal more with the “bulk mulch and “decorative borders, potting soil and bag mulch”, top soil, lawn mowers”.
 
Now I could go on and on and on and on…but you can find out more here. Click Here
 

Randy Pierce
Director of Underwriting
Positive Alternative Radio

 

 

 

FCC Spring Cleaning

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spring cleaning

It looks like winter is finally behind us so it’s time for some Spring-cleaning.

First off, let’s make sure we’re meeting all of our EEO obligations. Why? Late last year, the FCC issued two separate fines of $20,000 to two different broadcast companies for EEO violations. Specifically, they “had not regularly sent information about job openings to community organizations that asked to be notified about such openings”. Not only that but the FCC wasn’t too happy the stations did not discover this problem, as they should have, through the mandated self-assessment every station employing 5 or more full-time employees is required to do.

In other words, if I asked you now, “what are you doing to meet EEO requirements?” you should not only be able to tell me what you’re doing but how effective those actions are in getting a diverse employment pool. You should also have an EEO report posted to your website for others to review.

Let this current enforcement of EEO policies be a reminder to all of us that the FCC is taking this matter very seriously and so should you!

Another item of Spring-cleaning involves political ads. Your state may be having some primaries soon. Please note we do not have to take any political ads for local/state offices. While we may have to take political spots for federal office, it is our company policy to put a disclaimer behind the ad (which we cannot charge for) that states that we are required by the FCC to run this ad free and do not endorse the candidate, etc.

Please take a moment to do your Spring-cleaning to maintain your station’s legal status.

 

~Dan Franks

A Piece of the Puzzle

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Have you ever done a puzzle with a friend or family member? The other day my 4 year old son was very excited to put together a puzzle of his dear friend Dora the Explorer. He took his time and placed every piece exactly where it should go BUT to his dismay when we got down to the last piece it was nowhere to be found. So instead of a Dora Masterpiece, he had half of Dora’s face and it just wasn’t the same. Putting together a successful radio station is a lot like that Dora puzzle. You can have great programming, great social media and great production but if you are missing a great website you are missing a big piece.

Let’s be honest, radio stations are known for poorly built websites. Why? Many stations believe that only their on-air product matters. They think, “Who cares about the website?” Should your on-air product be excellent? Absolutely but so should your website. Your website is your opportunity to capture your listener. It’s your time to tell her why you do what you do! It’s a time for her to meet someone through a video sharing how their life has been changed through your station. It’s a time where you can take her from listener to much more. Don’t squander that opportunity with poor graphics and hard to find information. Your website is a big piece of the radio puzzle. It serves you and your listeners well to not forget about that puzzle piece. After all, your station is not a masterpiece if they can only make out half of the picture.

 

Colleen Larkins

Assistant Manager

Spirit FM