Facebook recently unveiled Call To Action buttons for Facebook pages. This is a great new edition that can allow you to create a button on the top of your page. This button will lead users directly to a specific type of action that they can take. For elected officials, there are some great opportunities.
Only seven specific type of buttons are enabled:
- Book Now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
If the feature has been rolled out to your page (it has popped up at different times to some of the pages I run), the button will be available in the bottom-right of your cover page. Facebook says that they are unveiling them over a series of a few weeks.
Realistically, of the seven options, only a few are truly usable for an elected:
- Contact Us: Lead people to a sign-up page which allows them to connect with your office. I’d argue that this is the best button for elected officials to use, and it’s the one I use at my official page.
- Sign Up: Lead people to a button that allows them to sign-up for your Email newsletter.
- Watch video: Lead a user to a video where they can learn more about you as an elected official, like a press conference, interview, etc.
Incidentally, you can also send mobile users to a different website, so there are some (limited) customizations available. To the best of my knowledge, the button location cannot be moved, so it’s locked into it’s location at the top of your page. At the moment, you cannot have more than one button.
However, this is a powerful feature, as CTA buttons can increase conversions, sign-ups and other actions. What is perhaps most interesting, from a strategic perspective, is that Facebook is actually now making it easier for users to go off of Facebook and access the internet as a whole. It’s another example of Facebook becoming more and more integrated with the internet as a whole, not just it’s own platform.
Any other tips or advice to share? Let us know in the comments!