Social Media Checklist: Facebook

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Austin Bradley
5 years ago
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Social Media Checklist: Facebook Introduction In the world of social media, there is one social network that outpaces all the rest: Facebook. With more than 1.

1 Social Media Checklist: Facebook Introduction In the world of social media, there is one social network that outpaces all the rest: Facebook. With more than 1.7 billion active users each month, Facebook can drive traffic to your website, develop a community and spread your content in ways that many other digital marketing channels can only dream about. But are you getting the most from Facebook for your organization s digital marketing strategy? We ve created this checklist to help you assess your level of readiness and highlight the critical areas you need to tackle to succeed on Facebook. GETTING STARTED WITH FACEBOOK 1. Have you defined and documented your reason for having a Facebook page for your organization? 2. Have you defined your success metrics for Facebook? 3. What are your goals for your Facebook page this month/quarter/year? 4. Have you set up custom reports in Google Analytics to monitor traffic volume and conversions from your Facebook page? 5. Do senior leaders/managers within your organization have strong Facebook accounts/personal brands that you can leverage to build your company s Facebook presence? 6. Have you involved other members of your marketing team (SEO, , PPC, etc.) in the development of your Facebook strategy? 7. Are there opportunities to connect SEO, , PPC, and other channels to Facebook to boost your efforts?

2 SELECTING THE RIGHT MANAGEMENT TOOL 1. Do you have budget available to spend on social media management tools? 2. Are you using a marketing automation platform that has social media management components? 3. Do you plan to use social networks other than Facebook? 4. Will a team manage your Facebook page? 5. Will you need training or certification to use the social media tool you select? OPTIMIZING YOUR FACEBOOK PAGE 1. Has a Facebook page already been created for your organization? 2. Are there at least two page administrators as a fail-safe for access? 3. Have any duplicate Facebook pages for your organization been deleted? 4. Are you using the interface to manage your page? 5. Do page managers have the correct levels of access for different types of page roles? 6. Have you provided all necessary/relevant information to make sure your Facebook page is complete? This includes: a. Uploading a correctly sized, legible logo for the profile photo. b. Uploading a cover photo that fits your organization s message, brand and style.

3 c. Inserting a text description of your company that reinforces your company s core message and services/offerings, and uses relevant keywords. d. Including the correct address(es) for your organization s offices. e. Providing the correct phone number(s) visitors can use to call your offices. f. Listing your company s web address in the designated place. g. Choosing the most relevant category and subcategories for your page. h. Displaying the appropriate core services your organization offers. i. Setting a vanity URL through your page s username. j. Adding a call now button that allows mobile visitors to click to call your organization. FACEBOOK STRATEGIES 1. Do you know what keeps your customers awake at night and what you can do to help them? 2. Do you have key topics for your Facebook page to focus on? Do you know what Facebook users will take away from an engagement with your organization on Facebook? 3. Will your team create original content specifically for Facebook? 4. Have you developed a Facebook content creation/posting calendar, and is it lined up with your team s content creation calendar? 5. Do you have a process for reviewing page updates before they go live? 6. Have you identified sources of curated content to share on Facebook?

4 7. Is Facebook Live (streaming video) an option you should consider? It is if: a. You have time-sensitive content where the story is best told in video format. b. Your organization puts on or participates in live events. c. You have developed an audience that is interested in consuming live streaming content. d. You have basic video equipment (smartphone or other streaming-enabled cameras) available. 8. Will you pay to promote some of your content through Facebook s advertising platform? COMPETITOR MONITORING 1. Do you know what your competitors are doing on Facebook? 2. Have you liked competitors pages so you can see their status updates and monitor what they are sharing? 3. Do you understand the focus of competitors content? 4. Do you know how often your competitors post to Facebook? 5. Do your competitors sponsor stories (promoted posts) on Facebook? 6. Are there any opportunities to differentiate your organization s Facebook page from your competitors and stand out from the crowd? MANAGING YOUR FACEBOOK PAGE 1. Will you post your content/status updates directly from your Facebook page or will you use a third-party social media tool? 2. Will you schedule posts in advance? 3. Do you know the optimal time for posting your content/status updates?

5 4. Will you have professional quality images to include with each post? 5. Do you have a corporate social media policy in place? 6. Will you solicit comments, likes and shares with each post? 7. Is someone on your team responsible for monitoring feedback on your posts? 8. Do you have a defined process for analyzing and responding to feedback and buzz? 9. Do you know how will you handle criticism and/or hostility from others on Facebook? 10. Have you set up Facebook s remarketing code within your website to build an audience within Facebook and continue to promote content to them in the future via Facebook s advertising platform? MEASURING YOUR IMPACT 1. Have you defined which metrics you will monitor, and do you know how those connect to your overall marketing goals? 2. Do you have an established baseline of data for how Facebook has affected your marketing goals in the past? 3. Are you tracking the engagement rates of your posts as reported by Facebook s Insights report? 4. Do you know what types of content perform well on Facebook? 5. Do you know the current organic reach levels of your posts on your Facebook page? 6. Are you using customized reporting tools/dashboards to review your data? 7. Does your marketing team review and evaluate your Facebook Insights data on a regular basis?

6 8. Do you have a plan for reporting key Facebook metrics to your organization s senior leadership/management? 9. Do you have a plan for using trends and observations from your Facebook Insights data to adjust your overall Facebook marketing strategy? CONCLUSION Getting the right foundation in place is critical if you want to find success with Facebook. By addressing the items in this checklist, you ll be on the path to stronger results from your Facebook marketing efforts.

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