Facebook for real world business may 2012
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How To Keep Bad Facebook Posts From Eating Your Lunch by…• Understanding Edgerank• Recognizing Different Facebook Accounts• Understanding Insights• Getting Tips to Optimize Your Posts ‐
TODAY
Lori MillerSales Marketing & ResearchWHNT News 19
UNDERSTANDING EDGERANK
Section 1 of 4
The greater the number of edges on an object, the higher its score.
Affinity, Weight, Time Decay
AFFINITY ‐ Favors people you know & interact with most
Every action builds affinity.
Listed relationships count, too
WEIGHT ‐ Favors high interaction, is weighted to different types
Comments are about 4xmore valuable than
likes
TIME DECAY ‐ Favors recent over old
A Facebook post typically
lives for about 3 hours
SOURCE: http://edgerankchecker.com/blog/2012/01/post‐impressions‐june‐vs‐dec‐2011/
CHANGES IN NEWSFEED = 50% drop in business page impressions (per post over 6 months June‐Dec 2011)
WHY WE CARE
TYPES OF FACEBOOK ACCOUNTS
Section 2 of 4
PROFILE
Personal UseFor Individuals
“Friends”
PAGE
Authorized & OfficialFor Businesses, Brands,
Celebrities & Organizations
“Fans”
COMMUNITY
Topics, Causes, Experiences, Interests“Created from fields on your profile page”
No single author, unofficial
Usually starts with Wikipedia story + comments
PLACE
Physical Locations + Map“Created by mobile check‐ins”No single author, unofficial
Shows friends currently checked in+ activity stream of friends who’ve visited in the past
OFFICIAL “PAGE”
UNOFFICIAL “PLACES”
BUT WAIT…
If you choose the first box“Local Business or Place” ‐‐ your business account opens as a PLACE.
And that can cause some confusion…
Offering YOUR account to OTHERS to claim ‐‐ to ensure quality?
UPSIDE FOR PLACES:SAME METRICS + CHECK‐INS
This Place has check‐ins
This Page does not
https://www.facebook.com/help/?page=173862936001320
ACCORDING TO FACEBOOK:“Place pages are not the same as Facebook Pages.”
“Place pages are not added to your profile (timeline) when you check in, but rather, only if you choose to “LIKE” them.”
DOWNSIDE #1:CHECK‐INS DON’T SHOW UP
DOWNSIDE #2:CONFUSION
It would appear that you run the risk of having duplicates with the sameexact name.
DOWNSIDE #3:THE SMALL CHANCE THAT SOMEONE ELSE MIGHT CLAIM YOUR BUSINESS ACCOUNT.
UNDERSTANDING INSIGHTS
Section 3 of 4
Big picture view of your page
REACH ‐ Unique people who saw the post
ENGAGED USERS ‐clicked on the post when they saw it and went to the page
TALKING ABOUT THIS ‐engaged with it (liked, commented, shared )
VIRALITY‐ % of people who interacted out of the total different people who saw it
likes, comments & shares
TO IMMEDIATELY OPTIMIZE YOUR FACEBOOK EFFORTS
Section 4 of 4
Pageviews to your website ( traffic )
Feedback from and Discussion with Fans ( engagement )
1. Define the Content Mission
Prioritize
2. Lead With the Pictures
3. Tell Fans What You Want Them to Do…but don’t abuse it
4. 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??
5. Ask ‐ and Answer ‐ Questions
A NOTE ABOUT COMMENTS: See the “grayed out” comments? These are comments flagged as spam by Facebook’s algorithms ‐‐ and there may be nothing wrong with it
All caps? Facebook thinks it’s spam
Lori Millerlori.miller@whnt.com@lorimillerwhntfacebook.com/blorimillerlinkedin.com/in/blorimiller
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