Facebook 101

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Facebook 101

Eric Ritter

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2Source: http://instagram.com/p/nm695/

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People use social media to get the things they need from each other, rather than from traditional institutions like corporations.

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No more middle men.

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Be approachable.

Be authentic.

Share things that make people feel intelligent or in the know.

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Social Media Strategy‣ Plan ‣ Create ‣ Measure

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How To Plan Your Social Media

‣ Choose a focus ‣ Sales ‣ Awareness ‣ Loyalty

‣ Pick success metrics(KPIs) ‣ Clicks / Conversions ‣ Growth / Likes ‣ Engagement ‣ Influence

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How to Create Content‣ Content creation needs to be driven by: ‣ Attributes: Specifics of the brands products &

services. ‣ Aspirations: What the brand stands for or mission.

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How to Create Content‣ A good content strategy inspires conversation

‣ 1) Evergreen: promotes core values ‣ 2) Real-time: leverage the cultural zeitgeist and

connect to it.

‣ Planned spontaneity ‣ Around specific events

‣ A successful content strategy is always experimenting ‣ Continue doing what works

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How to Measure‣ Create a baseline ‣ Chart your KPIs ‣ Discover opportunities

10Source: http://moz.com/blog/social-engagement-metrics-that-matter

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Source: http://moz.com/beginners-guide-to-social-media/facebook

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Facebook‣ It’s all about Identity ‣ I like Donuts

‣ Small groups who connect with content make it “viral” ‣ ALS ice bucket challenge

‣ Facebook is about things you think your friends would want to know ‣ They’re called friends for a reason

‣ People share things that make them feel intelligent and in the know ‣ It is a forum for people to show off

‣ Post Lifespan: maximum 7 days 12

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‣ Friends: People you connect with. ‣ Timeline: Your personal profile. ‣ News Feed: Where you friends’ status updates. ‣ Status Update: Communicate present activity, check-

in, post a link, or share photos and videos. ‣ Brands: You can “Like” brand pages. ‣ The “Like” Button: Communicates your support of

activities, brands, articles and products to fellow users.

‣ Tagging: Mention and directly link to another Facebook user.

‣ Subscribe: Let people see your public updates.

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“Newsfeed” ‣ Your Home Page on

Facebook ‣ A feed of postings from

your friends and fan pages that you follow

‣ You can like, comment, and share posts

‣ You can also make your own posts and share with specified groups

“Timeline” ‣ Your personal Home

Page / Website ‣ Includes content you

post, comments to those posts, and notices

‣ A collection of everything you post and connect to Facebook

‣ People can post to your timeline

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Source: https://www.facebook.com/CoverPhotoSize

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Posting options

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Sharing A New Blog

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Posting Strategy:✓ On publish

✓ Next month

Source: https://blog.kissmetrics.com/double-your-social-media-traffic/

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Posting As A Brand

‣ Never publish more than 2 posts per day ‣ Vary your schedule by day, according to the times

when your fans are online ‣ Use Facebook insights

‣ Your go to post type should be visuals ‣ Reply to comments every day

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1,500possible stories are filtered through per day on an avg Facebook user’s News Feed.Lars Backstrom, Facebook Engineering Manager

Only 20% of them actually make a

user's feed.

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Photos on Facebook Pages receive

53%more Likes than the average post.Source: Salesforce

#ProTip: Embrace Photos.

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Photos on Facebook Pages receive

104%more comments than the average post.Source: Hubspot

#ProTip: Embrace Photos.

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Best Practice: Employ Photos over Links

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#ProTip: Grab attention with the photo and add the link to the caption.

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Best Practice: Keep Post Copy Concise

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Best Practice: Use Videos

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#ProTip: Facebook now autoplays

videos.

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More Resources‣ General: ‣ http://moz.com/beginners-guide-to-social-media/

facebook ‣ https://www.facebook.com/help/405494409496261/ ‣ http://mashable.com/2012/05/16/facebook-for-

beginners/ ‣ Measurement: ‣ http://www.kaushik.net/avinash/best-social-media-

metrics-conversation-amplification-applause-economic-value/

‣ http://moz.com/blog/social-engagement-metrics-that-matter 26

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Thank You

Twitter @EricRitterEmail eric@helloericritter.com