Facebook for Real World Business, July 11 - Florence

Reach more people.

Get more interactions.Shoals Chamber of Commerce, July 11 2012

UNDERSTANDING EDGERANK

Section

1 of 5

TOP STORY VIEW

What I see

What I

missed

MOST RECENT VIEW

Affinity, Weight, Time Decay

AFFINITY - Favors people you know &

interact with mostEvery action

builds affinity.

Listed

relationships

count, too

WEIGHT - Favors high interaction, is

weighted to different typesComments are

about 4x more

valuable than

likes

TIME DECAY - Favors recent over old

A Facebook

post typically

lives for

about 3 hours

TYPES OF FACEBOOK ACCOUNTS

Section

2 of 5

PROFILES

For People

“Friends”

PAGES

For Businesses

“Fans”

www.facebook.com/pages/create.php

CREATING BUSINESS PAGES(Pick one)

PLACES

Share with friends where you are

“App - account created by mobile check-ins”

(smartphone required)

No single author, unofficial

Debuted in August 2010

PLACESThen in August 2011,

Facebook ditched

"Places" mobile app

Users can now add locations "from anywhere,"

whether it's the Web or a phone (past or present)

www.facebook.com/pages/create.php

This Create A “Place” Now

“That extra message you are

seeing is to ensure that real

business places are set up.”

OFFICIAL

“PAGE”

UNOFFICIAL

“PLACES”

SAME METRICS -- PLUS CHECK-INS

This Place has

check-ins

This Page does

not

• Duplicate places

listings

• Inaccurate business

info (and no

sourcing)

• Reviews & check-ins

split between

multiple (claimed)

profiles

• Can draw likes to the

wrong account

POSSIBLE DRAWBACKS TO “UNCLAIMED” PLACE PAGES

HAVE A BUSINESS PLACE ACCOUNT? -- CLAIM IT

www.facebook.com/pages/create.php

HAVEN’T STARTED? CREATE AS A COMPANY

UNDERSTANDING INSIGHTS

Section

3 of 5

Big picture view of

your page

See a spike?

Hover over a

data point and

get the numbers

What do these terms mean?

REACH - Unique

people who saw

the post

ENGAGED USERS -

clicked on the post

when they saw it and

went to the page that

generated it

TALKING ABOUT THIS -

engaged with it (liked,

commented, shared )

VIRALITY- % of unique

people who interacted

out of the total people

who saw it

Be Aware:

Facebook’s “REACH”

calculation just changed…

(as of July 2012)

• “REACH” now includes mobile data (apparently,

it didn’t before

• Fewer posts are being loaded into the News

Feed at a time

• Desktop News Feed no longer counts “REACH”

until a user scrolls and loads the page’s story

http://www.insidefacebook.com/2012/07/03/facebook-updates-page-insights-to-make-reach-metric-more-accurate-include-mobile/

The New Facebook REACH Metric

OF OUR FAN BASE

SEES ANY GIVEN POST

*Based on average reach of 28 posts starting Feb 9 2012 against 65,289 fans

**SOURCE: “Uh Oh, Facebook Pages Only Reach 17% of Fans,” http://www.allfacebook.com/facebook-page-17-2012-01

What will the

impact of the

new Reach

calculation be??

http://johnbell.typepad.com/weblog/2012/04/does-facebook-timeline-drive-up-

engagement-.html

Design Demands Multimedia Content

http://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/

WHAT WE SEE

1 - Cover picture

2 - Profile picture

3 - Personal info

… with longer

fixation on personal

information

The absence

of the

default tab

landing

means tab

usage is

down from

before – not

sure if this is

bad

http://allfacebook.com/pagelever-tab-engagement-down_b93762

TO IMMEDIATELY OPTIMIZE

YOUR FACEBOOK EFFORTS

Section

4 of 5

Page views to your website

( traffic )

Feedback from and Discussion with Fans

( engagement )

1. Define the Content Mission

Prioritize

2. Post Content related to your business, but

not specifically about the business – tap into

fan passions

3. Lead With the Pictures

4. Post Multiple Photos at Same TimeAlbum = More Clicks = Higher Weight

SOURCE: “Multiple Photo Posts Increased Clicks 1290% – Facebook Case Study,” convince andconvert.com

5. Convert to Photo + Call to Action

6. Watch 3rd Party Apps

Videos shared from third-party sites

(YouTube, Vimeo) appear to

generate less organic activity than

videos hosted on Facebook

SOURCE: http://mashable.com/2012/06/07/facebook-marketing-

mistakes/?

SOURCE:

http://sustainablejournalism.org/marketing/r

ecent-facebook-updates-cripple-pages

At one time, Facebook punished

users of third-party APIs by killing

their EdgeRank. Could it happen

again?

7. Tell Fans What You Want Them to Do

8. Monitor What Works

How many posts?

How many words?

Any day of the week better?

What gets the most negative feedback?

These are

industry

stats.

What are

yours??

9. Ask - and Answer - Questions

10. Check out Your Competition

9 FACEBOOK FEATURES

& UPDATES

Section

5 of 5

Posts by others

grouped together

here

Click on SEE ALL

To open the

notifications

panel

Or chance your default view to Posts By Others

Notice the greyed out comments?

PICK THE STORY

HOVER AND

CLICK THE STAR

TO HIGHLIGHT

You Can Star Posts to Make Widescreen

NOW IT’S

EXPANDED

TO FILL

BOTH

COLUMNS

• Go to the really

important post

• Hover over the pencil

to get the drop down

• Select PIN TO TOP

You Can Pin An Important Post to Top

• The story is now

at the top -- and

will stay there

for 7 days

• Marked with

small, orange

flag

• Only one pin at

a time

• Unpins

automatically

You Can Pin An Important Post to Top

Now, You have App Boxes

And You Can Change the Order

An ILLEGAL Facebook contest…

• Contests on Facebook must be administered within Apps

• Must have rules that acknowledges Facebook isn’t sponsoring it

• You CAN make them like a Page, check-in to a Place, or connect to your

app.

• You CANNOT ask them to like a Wall post, or comment or upload a photo

– and the act of liking a Page or checking in to a Place cannot

automatically register or enter a promotion participant.

• You CANNOT use the Like button as a voting mechanism for a promotion.

• You CANNOT notify winners through Facebook messages, chat, or posts

on profiles (timelines) or Pages.

Facebook’s Contest Rules …

https://www.facebook.com/page_guidelines.php#promotionsguidelines

• No references to Facebook features such as “Like this Page”

• No purchase or pricing info such as “40% off”

• No calls to action like “Download at our website”

• No contact information such as web address or phone

number

Rules for Cover Photos

example

example

BUT DON’T GET CARRIED AWAY…

example

example

example

You can now assign five different

admin roles

You can schedule posts right from

Facebook

NOTE: You have to be using the page “as the page” to see this option

- and you have to put in the year before you start to see the other

time options

Facebook promoted posts are

available

No “new”

people will see

it – no new

audience

More of the

fans you

already have

get shown your

post

Facebook now lets you edit comments

You Can Export Events To Calendar

Before, page administrators would have to submit a

request to change the username – but not anymore!

http://allfacebook.com/username-change-facebook_b93133

You can CHANGE your custom URL

You can only change it once

Did you notice your contact email is

different?

lori.miller@whnt.com

@lorimillerwhnt