Facebook Basics. A beginner s guide to the social network. Presented By:

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1 Facebook Basics A beginner s guide to the social network. Presented By:

2 Table of Contents Chapter 1: Meet Facebook Timeline Chapter 2: Terminology Chapter 3: Define Your Social Media Goals Chapter 4: The Anatomy of a Page Sub-Chapter: The Whole Deal Sub-Chapter: The Header Area Sub-Chapter: The Main Area Sub-Chapter: The Left Column Panels Chapter 5: Updating Your Branding Sub-Chapter: The Face of Your Page Sub-Chapter: A Name Tag for Your Page Chapter 6: Post Info and Media Sub-Chapter: A One-on-One Conversation Sub-Chapter: How Posts are Ranked Sub-Chapter: Promoting Posts Chapter 7: Measuring Campaign Success Chapter 8: Monitoring Posts Sub-Chapter: Monitoring Insights Sub-Chapter: Post Frequency Sub-Chapter: Optimum Post Time of Day Chapter 9: Building Your Fan Base Chapter 10: What to Post Sub-Chapter: Quality Content Controls Sub-Chapter: Where to Find Inspiration Sub-Chapter: Content Recycling Sub-Chapter: Keys to Success

3 Meet the Author Monica Pitts Chief Creative Officer, MayeCreate Design Monica founded MayeCreate design in She considers herself a creative web dork with the ability to speak geek and English. Raised in a house of educators, Monica s parents taught her to teach her way through everything she loves. This book is and our other online resources are her way of educating MayeCreate clients and the public about all the awesomeness of web design, online advertising and marketing. Follow MayeCreate and Monica:

4 Chapter 1 Meet Facebook Timeline

5 Meet Facebook Timeline Timeline Concept In 2012 Facebook made the change to Timeline for people to better tell their story. The Timeline feature allows a user to look at a person s or business s profile through the years.

6 Chapter 2 Terminology

7 Terminology a) Promoting a Post: A paid advertising tool allowing users to bump posts higher than it normally would in a user s audience feeds b) Story: A term used to reference the ways people can interact with your page c) Personal Profile: A page meant to represent a single individual d) Wall: The area on a profile or page where friends and fans can post their thoughts, views, or criticisms for everyone to see e) News Feed: A constantly updated list of friends activity now integrated with walls f) Friends: Followers of a personal profile g) Liking: A way to show positive feedback without commenting directly h) Group: A page created for an organization or business to promote activities i) Fans: A group of users who have liked a particular page h) Apps: Applications within Facebook (Photos, Questions, Videos, etc.) i) Unfriending: To remove a user from a friends list j) Milestone: Important dates in company history k) Status: Updates which appear on users wall, as well as friends news feeds l) Object: A link, photo or status update m) Page: A public profile specifically created for businesses, brands, celebrities, etc. n) Friends of Fans: those who are exposed to a brand through a friend who is a fan of that brand o) Comment: A response to another user s post p) Reply: A response to a comment allowing for comment threads and conversations q) Insights: Statistics that are tracked for you by Facebook

8 Chapter 3 Define Your Social Media Goals

9 Define Your Social Media Goals Most companies start doing social media with a specific goal in mind: to gain more business. What do you plan to gain from participating in social media and how you will measure and track the gain? Consider the more specific your goals are the easier they will be to measure. For example: If you plan to use social media to promote your blog it s easy to track the success by the number of visits from Facebook to your blog. If your goal is to increase sales, measuring the correlation between closed sales and Facebook is a more difficult statistic to track, unless you re selling your product online.

10 Define Your Social Media Goals Social media is not the one and only answer, it a piece of your marketing pie. Social media is similar to , they are both digital ways to start and maintain relationships. Unfortunately social media isn t nearly as direct as . Your social media message exposure is limited by a variety of factors that may prevent it from ever being seen by your followers. There are draw backs to every marketing medium, but that doesn t mean you should or shouldn t use any given one. Think of each marketing medium as a strategic compliment to your other marketing efforts. Communicating with your audience using multiple forms of media tends to be the most successful because you are communicating with everyone in a way that they find most comfortable.

11 Define Your Social Media Goals Possible Outcomes of a Successful Campaign Exposure & Branding Increase Growth Lead Generation Building Credibility Improved Awareness of Promotions Building Relationships Rise in SEO

12 Chapter 4 The Anatomy of a Page

13 The Anatomy of a Page The Whole Deal

14 The Anatomy of a Page The Header Area Only seen by Admins, this top navigation provides access to activity, insights and settings of your page. The This Week panel illustrates the number of weekly page likes, post reach, notifications and messages. Profile Image: Square image of your logo or photo, no bigger than 180px by 180px Cover Image: This is the best opportunity to make a visual impact with your page. Select something that looks great and really shows off your brand, no bigger than 851px by 315px. (See changing cover image for restrictions.)

15 The Anatomy of a Page The Mid-Section The Mid-Section: The bulk of the timeline is divided into two columns. The left column is made up of several panels including your business contact info, photos, videos and other goodies. The right column is where all of your posts will appear.

16 The Anatomy of a Page The Left Column Panels Photos Panel: Shows thumbnails of photos you have uploaded to your page. People Panel: Illustrates your average public rating. For admins, it allows you to promote your page. For others, it allows your visitors to invite others to like your page. About Panel: Features your business location, phone number, hours and website. Posts to Page Panel: Lists posts from other pages in which your page is tagged. Reviews Panel: Features reviews other Facebook users have given your page, or business. Liked by This Page Panel: Lists other pages you have liked using your business page.

17 Chapter 5 Updating Your Branding

18 The Face of Your Page Your Cover Photo Do: o Use an image that's 851 x 315 pixels. o Use a unique image to represent your Page (ex: a popular menu item or a picture of a customer using your product). o Experiment with different images to see what people respond to. Don't: o Don t promote price or purchase information, such as '40% off' or 'Download it on our website'. o No need to include contact information or details that should go in your About section. o Steer clear of calls to action or references to other things on Facebook such as the Like button.

19 A Name Tag for Your Page Creating a Unique URL Distributed on a first-come, first-serve basis Ideal for those linking to their Facebook page from a website or other marketing materials Choose wisely! Your name is yours for life.

20 Chapter 6 Post Info and Media

21 A One-on-One Conversation Reply: A New 2013 Comment Feature Was enabled on pages July Not available on mobile. Reply directly to the comments left on the page and start conversation threads. Easier to interact with individuals. Increases conversation quality.

22 How Posts are Ranked Edge Rank, the Facebook ranking algorithm, decides how important an object or post is to each user using three factors: Affinity Weight Time More interaction with a page or person = more affinity. Photo/Video are highest, followed by Links then status updates. Comments add weight. The older a post is the less likely it is to display in a news feed.

23 How Posts are Ranked Edge Rank: Anna s Example o Anna attended a wedding this week and all of her friends are posting about it. o Because of this engagement from her friends, they will be shown in her news feed. o As a result, your business Page post may not appear organically or will appear below all of these friend stories. o But, you can promote your posts to appear higher in Anna s news feed than they would have organically.

24 Promoting Posts Bumps your post higher than it would otherwise appear in your audience s news feeds. Starts at $5.00. New in May Increases the likelihood that people will: See your message in their news feed. Become aware of your business. Respond to your offer or sales promotion.

25 Chapter 7 Measuring Campaign Success

26 Measuring Campaign Success Are you presenting to an empty room? Presenting to an empty room is great for practice but it s hard to start a conversation when no one is listening. Your time and effort are valuable. By tracking your campaign, the good AND the bad, you can adjust to improve your outcomes. To make educated adjustments you first need to know how you will measure success.

27 Measuring Campaign Success Increase Growth Building Credibility Exposure & Branding Lead Generation Promotions o Number of hits to your website o Friend/Fan/Follower head count o Leads generated o Revenue generated o SEO ranking improvements Building Relationships Rise in SEO

28 Chapter 8 Monitoring Posts

29 Monitoring Insights Insights tracks your audience s interactions with the objects on your page, allowing you to: o Assess your Page s performance. o Learn which content resonates with your audience. o Optimize how and when you publish content so people will tell their friends about you.

30 Monitoring Insights Two ways to find and view your Insights: 1. In the upper right of your page click on View Insights 2. Click on the button next to the Share button and select View Insights

31 Monitoring Insights Increasing page likes is a great way to measure how your campaign is growing.

32 Monitoring Insights High reach is good, it means that your content reached more people Take note of the time of day this content was posted and post around that time of day to test. Take note of object type and consider posting more like it

33 Monitoring Insights Engaged users are good, it means your viewers interacted with your content. Look at time of day, object type and content to replicate.

34 Post Frequency This particular study studied 25,000 different pages and their posting habits. They found pages that post posts per day engage twice as many users as those who post once or twice a week. User engagement develops Affinity, which EdgeRank uses to decide if it should show your posts to your audience. Source:

35 Post Frequency Why post so much? Different users check Facebook at different times of day Time weighs into weather EdgeRank will display your post, even if the post is the best post ever if it s old EdgeRank won t show it to your followers How much is too much? Quality always wins over quantity. Remember your main goal is engagement. If you re not posting sharable quality content your fans won t engage with the content, lowering your Affinity score. Then you could post all day long and be presenting to an empty room. Source:

36 Optimum Post Time of Day The three biggest usage spikes tend to occur on weekdays at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET. The biggest spike occurs at 3:00 p.m. ET on weekdays. Source: Virtrue Facebook Study 2010

37 Wed Most Comments Mon Most Posts Weekday usage is pretty steady. However, Wednesday is consistently the busiest. Fans are less active on Sunday compared to all other days of the week. Source: Virtrue Facebook Study 2010

38 Chapter 9 Building Your Fan Base

39 Building Your Fan Base Integrate it Into Your Culture o o o o Use social media icons on your website linking to your business Facebook page allow current customers with Facebook to become fans of your business at any point Invite your current Facebook friends to fan your Page Give information only through your Facebook Page in an effort to entice fans to sign up Place a Facebook ad to promote your page o o o o o o o Offer a discount or coupon if clients or prospects fan your Page Place Facebook ads Invite your subscribers Add to your signature block Display a sign at your store or business Write awesome content, so people will like and comment and you ll show up on their wall Promote well liked posts

40 Chapter 10 What to Post

41 Quality Content Controls You don t just have to post about what you do. You do have to post about topics that interest your audience. o o o o o Are you promoting or conversing? Social media is about building a relationship. Selling constantly and never bonding does not build relationships. Are you contributing too little or over contributing? Everyone likes a chuckle or a helpful hint. Steer clear of continually talking about mundane tasks. Posts between 100 and 250 characters get about 60% more likes, comments and shares. Keep true to company culture don t change your persona. Stay positive. No one likes a whiner. Make it visually stimulating, Photo albums, pictures, and videos get 180%, 120%, and 100% more engagement respectively.

42 Where to Find Post Inspiration o Subscribe to RSS feed of other popular blogs in your industry. o Keep a list of FAQ from clients/prospects. o Share photos, video, events and event summaries. o Share testimonials. o Link to industry specific blog posts from other sites o Check out your competition and those you admire. o Post summaries explaining current events or technological advances in your industry. o Feature clients. o Post about industry specific controversy.

43 The Rule of Thirds 33.3% Industry Related Posts from an Outside Source 33.3% Brand Promoting Posts 33.3% Personal or Professional Interactions Take a balanced approach to sharing content. Using the rule of thirds promotes building a well rounded relationship with your viewers, talking about you as a person or company, promoting your content or services AND positioning you as an industry resource.

44 Content Recycling Minimize your bottom line by recycling content. Develop meaningful content and share it throughout all your marketing efforts. This saves time and ensures that everyone hears what you have to offer.

45 Content Recycling Build an Online Bridge to Your Customers Your Audience Facebook Blog & Website Closed Business If your only online marketing medium is Facebook and part of your audience isn t on Facebook they may never hear your message.

46 Content Recycling Build an Online Bridge to Your Customers Your Audience Facebook Marketing Pinterest Blog & Website Closed Business Creating a diverse online marketing plan spreads the same content over multiple mediums, building a bridge to your website and closed business.

47 Content Recycling Build an Online Bridge to Your Customers Possible digital components of your marketing bridge Facebook Marketing Blog Website Twitter LinkedIn Houzz Google+ YouTube Google AdWords Instagram

48 Keys to Success Scheduling, Strategy and Consistency o When will this fit into your schedule? o What will your routine look like? o How can you tie it all together to make it more efficient? Ping.FM Nimble.com TweetDeck.com HootSuite.com Wysija.com Instagram.com

49 Thank you for reading. We hope you enjoyed our Intro to Facebook E-book and find success using online marketing such as social media to grow your business! What s next? Continue the Conversation With Marketing Keep conversing with your target market with the help of our Effective Marketing E-book. 22 pages covering effetely writing, designing and sending marketing. Considering MayeCreate? Contact us for a free initial consultation to talk about your new website info@mayecreate.com