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helloericritter.com
Compiled by:
Facebook 101
Eric Ritter
helloericritter.com
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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