10/13/2015
FiguringOut
FacebookPages
Michele Walfred
Facebook
• 1.39 billion monthly users
• 107 billion users access on a mobile device
• 890 million daily users (82% outside US)
• 500 million users only access on a mobile devices
• 25‐34 years old = 29%
• 16‐24 years old = 25%
• Businesses are paying 122% more per ad unit than a year ago
• $2.66 billion spent in Q214
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http://www.business2community.com/facebook/25‐facebook‐
facts‐statistics‐know‐2014‐0958172
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10/13/2015
PersonalAccountvsBusinessPage
PERSONAL
BUSINESS
• You control privacy
• Sign in with email and password
• Typical: Friends see what you like and comment on
• What appears in your News Feed (your friends’ posts) depends how you interact with them. You are not seeing it all!
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All content is public
Access via personal account
Fans see a limited amount
News Feeds visibility depends on engagement
PageRoles
• At least two Admin roles
• Other roles have various degrees of restricted access
• No passwords to give away
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Algorithm
algorithm
noun
A set of rules that define placement of content on social networking sites.
Facebook is tracking user behavior. What do they like? What do they skip over? Delivers what it calculates you want to see.
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Facebook’snewalgorithms
Do
Don’t Vary your post types
Vary times Comment on other stories as your page. Thank supporters! Congratulate people! Tag other pages, businesses & elected officials
Have multiple administrators/content editors
Pin important stories to the top
Use hashtags!
Complete your page profile
Adopt trends or trending topics when they apply to your business
• Ask people to “like”
• Ask people to “share”
• Post the same link consecutively or use same domain repeatedly
• Ignore your page
• Don’t link Facebook to Twitter
• Don’t ignore comments 6
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10/13/2015
Facebookengagementisweighted
#1. Your content is “shared”
#2. People comment on the content.
#3. Thumbs up & “Like” the post.
Smiling but moving on is not helpful at all!
• If the person doesn’t engage, they may not see your posts again, even if they like your page!
• Stakeholder and staff to “engage” with your posts. Just don’t ask them to do it on Facebook.
• Why Throwback Thursday is so popular
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CustomerService
• Pay attention to comments!
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Only2‐5%ofpagefanssee
yourposts!
And that is NOT acceptable! Don’tbepredictable!
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Whatyoupost,matters
What kind of content resonates with your audience?
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Happy smiling people
Recipes
Guessing games
What do you think?
Fill in the blank
Caption this
Taken when page had 179
fans.
• Look at the number of people
who saw it!
• The higher number of
• Shares
• Comments
• Likes
• The better!
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Which apple photo is better?
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Engagement
• Ask people to share photos
• No “prize” other than sharing it on a special day
• High shares and likes
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Engagement ideas
A touch of humor
Ask questions
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Reblinged
• Sell vintage jewelry
• So why is this post>>>on their page?
• Ask audience opinion. It forces a Level 2 comment!
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10/13/2015
Createoriginalcontent
• Overlay Creative Commons images with your own text or quotes.
• www.creativecommons.org
• Mobile app: WordSwag
• Create infographics!
• www.canva.com
• Visme (Visme.co)
• PowerPoint
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10/13/2015
Abitofapsychologist
• Newspapers
• Mostly written at 6th grade level
• People read:
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Letters to editors
Obituaries
Comics and puzzles
Headlines – not stories
Specific section
http://media.thehubcomms.com/images/2014/01/10/socialme
diapsychology_529559.jpg
Abitofapsychologist
• Online
• Short posts
• People read:
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Headlines
Comments
Videos
Photos
What their friends do
https://website‐designs.com/wp‐content/uploads/photodune‐4417831‐social‐
media‐xs‐864x400_c.jpg
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10/13/2015
Createacontentschedule
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Featured
profile
Shop Talk
Wordless
Wednesday
Wayback
Question or poll
Throwback
Friday Fun
Foods
Flowers
Statistic
Shout out a partner
Share day
Focus on employee, volunteer, customer
What’s new? Announcement
New product
Related news
Photo of the week
Original video
Who remembers these?
Polldaddy.com Share a video
Photo without FYI
question in overlay
History/archive
Interesting fact
Share link from other page, tag a partner
Comment on another page. Share another page’s post on your timeline
Anytime!
Double consonants: #WineWednesday #SugarConeSaturday
#FarmFriday, #FoodFriday #WaybackWednesday. Any weather event. National event offering good wishes.
SharingandTagging
Engaging Other Pages
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10/13/2015
• On one hand – frustrating! Out of 1,000 fans, only 159 people saw this
• We tagged (in blue) Sen. Carper, ConAgra Foods, UD, Claymont Boys & Girls Club
• Goal: they might share!
• Sen. Carper did!
• No tag = no share!
What
happened
next
• Sen. Carper selected a photo and shared it and tagged UD Extension
• We in turn, shared that –
another opportunity to tag, this time #4H (which we had forgotten) so that National
4‐H would see!
• Picked up additional 262
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Insights
Know your audience. Study what works and what doesn’t! Adjust!
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10/13/2015
Hardcoldtruth:3‐5%of“fans”are
seeingyourcontent
Understandyouraudience
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Knowwhenyouraudienceisonline!
Boostingapost
Low cost, high visibility.
Normally boost to page fans and friends.
Can use targeted keywords and audience
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Engagementwithoutboosting
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Winsome,losesome.Knowwhy!
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10/13/2015
Usepageaspage
When your page wants to navigate Facebook and comment on other pages
Pagemanagershavethreeoptions
• Your personal account is primary– but when you visit your page you will, by default, share and comment as that page, not as a private person
• Share, comment and like a page you manage as yourself (difficult on mobile devices)
• Become your page. You are removed from the equation. The fan page acts autonomously – can visit other pages, share, comment and like as the page identity.
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Share,comment&like
On A Page You Manage
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1. Sign in to Facebook
2. Go to the page you manage
1. Note icon changes to page icon
3. Note an arrow to the right of icon in comments and status bar
4. Click on arrow
5. Change to your identity
6. Share, comment, like with another identity
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Mobileapplimitations!
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10/13/2015
Studyotherpages– seewhatworks
• Do they repeat content?
• How do they use videos?
• How do they use other people’s content?
• Weigh number of fan “likes” with the post’s:
• Number of “likes”
• Number of “comments”
• Number of “shares”
Brilliantstorytelling– don’tsellit,
storytellit!
Kleenex: A girl’s best friend
Product placement is secondary
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10/13/2015
Kleenex:343,965fans
Tellstories.Sharevalues.
• Focus on your staff
• Spotlight on a volunteer
• A special celebration, accomplishment, anniversary where your business helped
• Share your values
• Audience will share your values
• Posts with images receive 39% more interaction
• Short posts get 23% higher interaction rates 26
10/13/2015
Thirdpartycontentispenalized
• YouTube
• Hootsuite or Tweetdeck
• Bit.ly
• Flickr
• Facebook prefers you upload directly
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10/13/2015
DownloadYouTubes
• Place an “ss” in front of youtube in the link in your browser window • http://www.ssyoutube.com/
watch?v‐RP4abiHdQpc
• Hit return
• Always credit the source of the video
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10/13/2015
RawforBeauty
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346,375
Advocate for raw, vegan lifestyle
Anti‐chemo
Anti‐production agriculture
Use trending/viral videos
• Puppies
• Kittens
• Laughing babies
• Heavily/strategically repeat content
• Text overlay on pictures
This video had 128,799 shares!!!
Ifyouwantedtosharethatvideo
• Share from Raw for Beauty?
• Download yourself?
Raw for Beauty Facebook page rarely cites the source of the video. Look for it on YouTube, download it and always provide credit/citation
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10/13/2015
Facebookpagetakeaways
• Best to administer from a browser than an app
• Don’t like your own content
• Never ask people to share or like in the post
• Tag businesses and partners
• Engage: Share other people’s content, comment, respond to comments
• Posts should be engagement worthy. Vary content!
• Study similar business. Emulate what works!
Facebookpagetakeaways
• Avoid third‐party content whenever possible
• Repeat important promotions/content different days or times
• Avoid the hard sell
• Don’t sell it – story tell it!
• Post off topic content. Use humor, “just for fun” content
• Upload other peoples’ content. Always give credit
• Feature behind the scenes peeks
• Adopt trends: Wordless Wednesday, Throwback Thursday
• Post during weather closings. Use hashtags #SnowDE
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10/13/2015
Facebookpagetakeaways
• Take advantage of commemorative days
• https://www.daysoftheyear.com/
• Did you know 10/7 was “Bathtub day”? Vineyard? Wine and candles by the tub. Nursery? Plants and flowers by a tub.
Looks like someone wore…umm…enjoyed our ice cream! Is a bath not far behind? #HappyBathtubDay
Remember! It doesn’t have to be your picture! Go to CreativeCommons.org
• Busy? On vacation? Schedule ahead. Schedule weekends!
• Keep logo consistent with other accounts. This is your brand!
FACEBOOK PAGES
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10/13/2015
Facebookpagetakeaways
Source: Postrocket via www.business2community.com
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