NAVY RECRUITING COMMAND FACEBOOK SOCIAL … · Benefits of Boosting 2. ... recruiting? Is it a recruiting question or directed at a ... • Text with videos • Video withouttext

NAVY RECRUITING COMMAND

FACEBOOK SOCIAL MEDIA GUIDE

2017

3

GETTING STARTED

NRC’s nationally managed social media properties (Facebook, Instagram, andTwitter) are meant to generate awareness, support the brand, and drivevisitors to navy.com. At the NRD/NTAG level, social media is meant togenerate leads and engage prospects with recruiters/sourcers. Everythingdone on social media should be aimed at making connections betweenprospects and recruiters.

This guide provides guidance for Facebook Page maintenance from anadministrative point of view. It covers the steps involved with maintaining aFacebook Page, including how to set up additional admin accounts, how topublish posts, and how to comment and respond to messages. The guide willalso provide some best practices, as well as do’s and don’ts for Facebook.

All Master Facebook Pages and any subsequent local Pages will beestablished by the NRC management team. For newly established NTAGS,the management team will work with the field leadership in identifying theappropriate Facebook Page administrators and any other necessary roles.

Designated admins will have the ability to manage all aspects of the Page.Apart from the PAO and other admins at NRC and The Navy Partnership(TNP), we recommend sourcers be made admins of their local Pages.

Admins can:

• Send messages and publish as the Page• Respond to and delete comments on the Page• Create ads• See which admin created a post or comment• View insights• Respond to and delete Instagram comments from the Page• Edit Instagram account details from the Page• Assign Page roles

4

GETTING STARTED

In order to be a Facebook Page Administrator, you must first have a personalFacebook account. Because Facebook is constantly searching for “fake”accounts, this account should be a genuine profile, not a persona or separatebusiness-related profile. Using your one personal profile is required byFacebook usage guidelines and protects the Navy and all associated parties.

When an admin engages with a Facebook Page, no personal profileinformation is shared to the Facebook Page, and all outward communicationtakes place on behalf of the Page and not the individual/personal account.

This document serves as a way to help you set up an account and walkthrough each step for the first time, and is also a “How To” guide for futurereference. Refer to the Table of Contents to find the correct section for help onany issue.

MANDATORY

5

CONTENTS

I FACEBOOK OVERVIEW 61. Responsibilities2. The Cost of Social Cold Calls3. Response Decision Tree4. Engagement Criteria5. Content Criteria

III POSTS AND POSTING 181. Post As The Page2. Publish New Text-Only Posts3. Publish New Text & Image

Posts4. Publish New Text & Video

Posts5. Publishing Media With No Text6. Edit A Post7. See Which Admin Has

Published A Post or Comment8. Share Content 9. Schedule Posts10. Commenting on Posts11. Hiding & Deleting Posts12. Hiding & Deleting Comments

IV MESSAGING 481. Sending A Message from a

Page Comment2. How to Read & Respond to

Direct Messages 3. Marking Messages as Unread4. Marking Messages as Spam

V MANAGING SCHEDULED POSTS 581. Locating Scheduled Posts2. Viewing Scheduled Posts3. Editing Scheduled Posts4. Bulk Actions5. Cancelling Scheduled Posts6. Deleting Scheduled Posts7. Creating New Scheduled Posts

VI SETTING UP ADDITIONAL ADMINS 671. “Liking” A Page2. Adding A New Admin

VIII WHO TO CONTACT 77

VII BOOSTING 721. Benefits of Boosting2. Best Practices of Boosting3. Boosting Checklist

II NAVIGATING FACEBOOK 131. Finding Managed Pages2. Logging Into the Page3. The Anatomy of A Page

6

I.

FACEBOOK OVERVIEW

7

RESPONSIBILITIESThe PAO, or whomever the NRD/TAOC designates is responsible for managing the regional Facebook Pages. This will include creating and sharing Facebook posts on the wall, responding to posts, and responding to Private Messages.

• Receive and post images and text from the field

• Create and post Facebook content for fans

• Share / Repurpose National Navy content

• Address relevant comments on Facebook posts from the Page within 24 hours

• Hide spam or confidential information that has been posted publicly

• Direct questions to a Private message, email or phone number if inflammatory or needs to be escalated

FACEBOOK POSTING / CONTENT SHARE-OUT

RESPONDING TO WALL POSTS & COMMENTS

I. OVERVIEW

1.

• Address within 24 hours

• Don’t ask for confidential information

• Direct individuals to local recruiter when applicable

RESPONDING TO PRIVATE MESSAGES

8

THE COST OF SOCIAL COLD CALLSSocial Media can be a very useful prospecting tool, but if usedimproperly, it can be worse than having no presence at all. Oncesomeone has decided to like or follow your Page, the connectioncan be made and individual recruiters can reach out to theprospects via Direct Message (DM). Reaching out to people whohave not already made that connection requires finesse.

I. OVERVIEW

2.

9

THE COST OF SOCIAL COLD CALLSOnce someone has liked your Page or given some other indicationthat they are interested in the Navy, you may reach out.

I. OVERVIEW

2.

10

RESPONSE DECISION TREE

I. OVERVIEW

3.

Person Posts on Wall or

Comment on Post

Does it Meet Community Guidelines?

Is it a general question

unrelated to recruiting?

Is it a recruiting question or

directed at a specific

recruiter?

Ask the individual to

send a DM to the Page or call

to speak to someone

Hide or Remove from

Page

PAO Responds

Send to DM, alert specific recruiter via

email

Address all questions in a timely manner; do not ask the recruit to

share confidential information

NO

YES

NO

NO

YES

YES

11

ENGAGEMENT CRITERIA

ü Minors or anyone under age 13

ü Content that is highly political in nature or generally negative

ü Users that appear to be spam, robots, or people trying to sell something

ü Content that involves illegal activities

ü Posts or comments that trash another individual, celebrity, or brand

GENERAL

DO NOT ENGAGE WITH

I. OVERVIEW

4.

Use this to determine when to engage with a user or hide, block or delete comments.

ü Review your Facebook pages at least 3x a day. This should be part of the PAO/Pageadmin’s daily responsibility.

ü Engagements should take place between 8am and 10pm unless urgent.

ü Always respond to posts as the voice of the Navy, not as yourself.

ü Engage or acknowledge people speaking positively.

ü Photos that are inappropriate, altered, or that may be shared without permission of theperson in the picture. NOTE: This may be a judgement call. Remove the post if thecontext of the post or photo indicates it could have been shared without permission.

ü Any information that shouldn’t be shared publicly, including phone numbers, SSN#,email address, or medical conditions

HIDE OR DELETE

12

CONTENT CRITERIA

ü Use an image, text, or link that has been taken or copied from any other brand, person, artist, etc.

ü Use images, photos, or logos that are altered or misrepresented.

ü Use photographs that feature minors, unless you have their parents’ or guardian’s written permission.

DO

DON’T

I. OVERVIEW

5.

Use this to determine whether or not you should post the content to your Facebook fans.

ü Confirm that the image, text, and/or link is relevant to your Facebook fans.

ü Secure permission to use the image from the individual who took it.

ü Confirm content being posted is unbiased and does not include personal opinion.

ü Use content that appropriately reflects America’s Navy.

ü Re-share of posted content from fans.

13

II.

NAVIGATING FACEBOOK

14

You can easily find all the Pages you manage and have administrativerights to by clicking the down arrow on the top right of your homepageunder “Your Pages.”

You can also navigate to individual pages by looking under“SHORTCUTS” on the left side toolbar.

FINDING YOUR MANAGED PAGES

II. NAVIGATING FACEBOOK

1.

15

LOGGING INTO THE PAGE

To manage any aspect of the Page, including posting, messaging, oradding new admins, you will first need to navigate to the Page. You cannavigate there by either finding the Page in your “SHORTCUTS” orthrough the dropdown menu in the top right. (Refer to previous section.)

When you’ve landed on the Page, you will see this layout, including the“Page,” “Inbox,” “Notifications,” “Insights,” and “Publishing Tools” tabsacross the top.


2.

16

THE ANATOMY OF A PAGE

On a Facebook Page, there are several key areas you will becomefamiliar with. These are the main areas you’ll use to create posts,manage content, and respond to visitors.

There are several parts to a Facebook Page, but this guide focuses onhow to navigate four specific areas.


3.

Page NavigationProfile Picture

Post Creator

17

THE ANATOMY OF A PAGE

Main Page Navigation:This area lets you navigate to five areas of your Page.• The front end of your Page (pictured)• Messages to and from users• Notifications (likes, shares, comments)• Insights (how your page is performing)• Publishing Tools (viewing Published and

Scheduled posts, drafts, etc.)

Post Creator:This is where you will create posts for your Page.

Visitor Posts:This area lets you see and interact with any post a visitor leaves on your Page.

Posts:This area of the home Page lets you see every post that you or other Admins have published to the Page. This part of the feed does not include Visitor Posts or comments.


3. Your Page’s Published Posts

18

III.

POSTS AND POSTING

As a standard rule, your Facebook posts will show up in thefeed of only a portion of those people who follow or like yourPage. A Facebook algorithm determines which members ofthis group will see your post, but this number will generally bearound 2% of your total followers. Part VII of this guide willexplain how you can increase this % with paid support (or“Boosting”).

Logging in and posting from your account is a simpleprocess. There are a few steps to take to ensure you areposting as the Page and not from your personal account. Thesteps are listed below and screenshots of this process areincluded in in Part II, Sections 1-2 for further reference.

1. Log in to Facebook by using your personal Facebook username and password.

2. Select the Facebook NRD Page that you are admin of, and you will be able to post to the account as that account.

19

POST AS THE PAGE

To ensure you are posting as the Page and not as yourself, check theicon on the right side of the post content box (the box at the top of thepage that says “Write something”). You should see the profile picture ofthe Page that indicates who is posting.

III. POSTS AND POSTING

1.

You should see the Page profile here that

indicates the account that’s publishing. If you see your own personal

profile picture, you should change it.

20

POST AS THE PAGE

If you see your personal profile picture, you can change back tothe Page account without leaving the Page. Click the image andselect the correct account from the drop down menu.


1.From here, you can

choose to post as any Page or business you

are admin of.

21

PUBLISH NEW TEXT-ONLY POSTS

One of the most important features of Facebook is posting new content.There are four ways to post content:• Text only• Text with images• Text with videos• Video without text

To publish a text-only post, click in the content box that says “Writesomething.” A content box will “pop out.” Write your message, andselect “Publish.” This will publish immediately.


2.

22

PUBLISH NEW TEXT AND IMAGE POSTS

Posts with images tend to garner higher engagement rates than text-onlyposts. Whenever possible, include compelling images with your posts.

TIP: You can download and use images found on navy.mil, the OfficialU.S. Navy flickr account, or dvids.

Step 1: To include images with your text, click in the same content box.To add images, select the camera icon in the lower left.


3.

23


Step 2: Choose “Upload Photos/Video.”


3.

24


Step 3: A finder will open. Find the image on your computer you wish toshare, select “Open,” and it will populate in the draft of your post.

NOTE: This is what this step looks like on a Mac. For a PC, there will beslight differences in navigation, though the individual steps are the same.


3.

25

PUBLISH NEW TEXT & IMAGE POSTS

Step 4: Write your post copy, and hit “Publish” for your post to go liveimmediately.

TIP: The most engaging copy is both natural and short (think 80-100characters). Feel free to ask questions in your copy, encouraging readersto respond.


3.

Write your post here

This is the image you selected

You can add more images by clicking here

When you are ready, hit “publish”

26

PUBLISH NEW TEXT & VIDEO POSTS

Posts that include video content can also have higher engagement rates.

Step 1: To publish a post including video, click in the content box. Do notwrite your copy here; you will write that on the next screen. Writing copyin this box will not transfer over to the next screen, and you mayend up publishing video without any post copy accompanying it.

Step 2: Select “Upload Photos/Video.”

TIP: Ideal video length can vary based on form and subject. For example,live video performs better in longer format (at least 5 minutes long).However, non-live videos are typically shorter, and we recommendkeeping yours under two minutes.


4.

27

Step 3: On your computer, locate the video file you wish you upload(Facebook recommends using an .mp4 or .mov format). Select “Open”and it will begin uploading.



4.

28


Step 4: Add your post copy. You can also create a title for the video.Tags are not displayed to the public, but will help you search for videoswithin your own library.


4.

Type your comment here for videos, not in the post box on the main Page

29


Step 5: When your post is ready, hit “Publish” and it will go live immediately.


4.

Title your video. It can be something simple, but clear.

Publish your post now, or schedule it for a later time or date if you wish.

30

PUBLISHING MEDIA WITH NO TEXTYou are able to post video-only posts, though this is not highlyrecommended as posts with both media and copy performbetter.


5.

31

EDIT A POST

If you need to change, add, or remove copy to a post you’ve alreadypublished, you can edit it directly rather than deleting and reposting. Thisway, the post can retain its comments and insights.

NOTE: Users will be able to see that the post has been edited, and willalso be able to see the exact changes that have been made to the post.Anyone may “View edit history” from the drop down menu attached to thepost.

Step 1: Select the down arrow in the top right corner of the post, andchoose “Edit Post.”


6.

32

EDIT A POST

Step 2: Make any necessary changes, and select “Done Editing.”


6.

33

SEE WHICH ADMIN HAS PUBLISHED A POST OR COMMENT

When a post has gone live, all admins for that Page will be able to seewho published the post.

You can see who has published a post, and when he or she posted it, bylooking to the right of the profile icon on each post. It will say “Publishedby [Admin’s Name].”

No visitors will be able to see which individual admin posted it, only thatthe post comes from the Page.


7.

34

SHARE CONTENTThe Navy Partnership’s social media team moderates and regularly adds content to four NRC-maintained Pages:

• America’s Navy (https://www.facebook.com/americasnavy/)

• America’s Navy Chaplains (https://www.facebook.com/navychaplain/)

• America’s Navy Reserve (https://www.facebook.com/navyreserve/)

• America’s Navy Medical Careers (https://www.facebook.com/NavyHealthcare/)

You should feel free to share content from any of these Pages whenever possible. It is simple to share content from one of the America’s Navy Pages to the one you moderate.


8.

35

SHARE CONTENT

Step 1: On the Page you choose to share from, select “Share.”


8.

36

SHARE CONTENT

Step 2: Under the drop-down menu, you may see multiple options,including “Share Now,” “Send As a Message,” or “Share on a Friend’sTimeline.” You will select “Share to a Page.”


8.

37

SHARE CONTENT

Step 3: A content box will pop-up prompting you to write your own contentand make a few decisions about where to publish.

The top box will automatically say “Share on a Page you manage.” Shouldit not, hit the drop-down menu to select the correct option.

There are two other drop-down boxes. The one on the left indicateswhich Page the post will publish to. This should say the name of yourPage. The “Posting as” drop-down on the right should also say thename of your Page.

This indicates that you will publish to your Page as your Page.


8.

This should be the automatic option

Post to PagePost as Page

38

SHARE CONTENTStep 4: When your content is written and all boxes are correct, hit“Post” to make the post go live immediately.

NOTE: You cannot schedule shared posts for a later time or date.


8.

39

SCHEDULE POSTS

Sometimes you will want a post you create to go live at a different time ordate. For example, you may want a post to go up at time when you’re not inthe office, or you may want others in the office to have the chance topreview or approve posts. You may also want to schedule out a week’sposts in advance so that you don’t have to remember to do it manuallyevery day at a specific time. You can schedule your posts to go up at anytime you’d like.

Step 1: Once you’ve written your post and added any media you’d like toshare (see sections 3-5 for more on this), select the arrow beside “Publish”for a drop-down menu. From there, select “Schedule.”


9.

From the drop down, you can choose to schedule a

post for a later time.

40

SCHEDULE POSTS

Step 2: On the dialog box that pops up, choose the time and date you wishyour post to go live, and hit “Schedule.”

For more on how to manage scheduled posts, see Section IV.


9.

time.

41

COMMENTING ON POSTSVisitors will publicly comment on your posts or post their owncontent to the Page. You will want to respond directly to posts onyour Page’s wall. It is important to review and respond to allpertinent comments or posts within 24 hours.

There are several ways you can see new comments:• They will show up as notifications.• You can see them on the right hand side of your Page under

“Visitor Posts.”• You can click “Visitor Posts” to see a full list of all the

comments.

Many comments can be answered publicly, especially if they arequestions of a general nature.

Social media is interactive, and the most effective social mediaplatforms are those that engage their participants professionally,quickly, and with personal and well crafted responses. Nothing willreduce the interest on a Page faster than ignoring comments orquestions.


10.

42

COMMENTING ON POSTS

Step 1: Just as with posts, you will want to ensure that the thumbnail of aprofile image on the left side of the screen matches the profile image for thePage. This ensures you comment as the Page and not as your personalpersona.

When you hover over the icon, a pop-out will indicate who is liking andcommenting on the post. You should see the Page’s profile image and notyour own profile photo.


10.

43

COMMENTING ON POSTS

Step 2: Type your reply into the content box and hit Enter/Return on yourkeyboard to publish immediately.

If you include links in your comment, a box will populate with a preview ofthe webpage you’re linking to. You can choose to remove the preview byselecting “Remove Preview.”


10.

44

COMMENTING ON POSTS

As with any post, Admins will be able to see who added the comment, butvisitors will not see this information.


10.

Only other admins will be able to see who commented

45

HIDING & DELETING POSTS

Users have the opportunity to leave their own posts on your wall. These willshow up in “Visitor Posts,” which live on a sidebar of your page (see Part II,Section 3). They may post directly to the wall, or may simply ”tag” you incontent they post to their own walls.

Another critical reason Pages must be systematically monitored is thatanyone can post inappropriate or derogatory comments. If someone postsan inappropriate or unrelated comment or post to the Page wall, you areable to either “Hide” or “Delete” them.

Select the down arrow in the upper right corner and choose either “Hidefrom Page” or “Delete from Page.”

NOTE: Choosing this will allow only the person who posted it and theirfriends or followers to see the post. No other visitors will be able to see thispost.


11.

46

HIDING & DELETING POSTS

If someone continually publishes spam or inappropriate posts to your page,you can choose to ban that user from the page by choosing “Ban FromPage.”

Sometimes people will publish posts to their own walls, and will tag othersin those posts. For inappropriate posts that you are only tagged in, youcannot delete them entirely from your Page. You can choose to Hide, Ban,or Report them, however, by choosing from the drop down arrow in the topright corner.


11.

47

HIDING & DELETING COMMENTS

If someone leaves an inappropriate comment on one of your posts, youhave the ability to hide it. You are not able to delete it entirely.

Hide the comment by selecting the arrow on the right of the comment andselecting “Hide Comment.”

NOTE: As with hiding posts, the user and his or her friends/followers will stillbe able to see the comment, but no other visitors to your Page will see it.


12.

48

IV.

MESSAGING FROM ADMIN ACCOUNT

49

SENDING A MESSAGE FROM A PAGE COMMENT

Not all comments should be replied to publicly. If a visitor asks questionsthat require you get more personal or specific information, you may want toaddress them privately. You can do that by sending a direct message (DM).

Step 1: Select “Message” under their post.

IV. MESSAGING FROM ADMIN ACCOUNT

1.

50

SENDING A MESSAGE FROM A PAGE COMMENT

Step 2: The box should say “Write a message as [Page Name].” Otherwise,you may be messaging them as yourself. When you have completed yourmessage, click “Send.” This message will go to their Inbox and will not beseen by any other visitors to the page.


1.

51

HOW TO READ & RESPOND TO DIRECT MESSAGES

Step 1: Select “Inbox” at the top of the Page to navigate to your directmessages. Only Page Admins have access to this view of the TAOC Brandpage.

Names and messages in bold are messages that have not yet been read.


2.Bold means the message

has not been read yet.

52


Names and messages that are not bold have been read. This does notmean that someone has responded to them, just that an account admin hasread it.


2.

Step 2: Select the name/message to read and respond to a certainmessage. You will be able to see the entire conversation, as well as seewho, if anyone, has exchanged messages with the individual. Theindividual will not see anyone’s name. As with posts and on-pagecomments, they will only see the conversation as coming from the TAOCFacebook Page.

To encourage a connection between a prospect and an individualsourcer/recruiter, the recruiter should feel free to sign messages with hisor her real name and to communicate in a personal, but professional,manner.

53



2.

Message will come from the Page, but other admins will be able to see who posted

the message.

Step 3: To respond to a message, type your comment in the text box atthe bottom of the screen.

When your message is complete, do not hit “Enter” to send themessage. Click “Send.”

54



2.

55

MARKING MESSAGES AS UNREAD

If you want to easily return to a specific message at another time, or tosignal to another admin to respond to the message, you can mark themessage as “Unread.” This action will make the name and message boldagain.

Select the gearshift icon in the right corner of the message, and choose“Mark as Unread.”


3.

56

MARKING MESSAGES AS SPAM

If an individual is sending you unrelated or unwanted direct messages, youcan move the conversation to a Spam folder.

Select the gearshift icon in the right corner of the message, and choose“Mark as Spam.” You will not see any more posts from this user unless yougo to the Spam folder.


4.

NOTE: If you accidentally mark something as Spam, or want to checkyour Spam folder, navigate there from the drop-down menu under“Inbox.”

57

MARKING MESSAGES AS SPAM


4.

58

V.

MANAGING SCHEDULED POSTS

The ability to schedule posts makes it easy to “Set it & forget it.” However, you may want to see your list of scheduled posts or make edits or changes. Facebook makes this simple.

59

LOCATING SCHEDULED POSTS

V. MANAGING SCHEDULED POSTS

1.

On the Page’s home screen, you will find a box that lets you know howmany posts are scheduled. Select “See Posts” to see full details aboutthe posts. Only admins can see this box.

All scheduled posts are held here. Click here to view or edit

posts.

60

LOCATING SCHEDULED POSTS


1.

This screen shows you how many posts are scheduled, and the datesand times they are set to go live.

All your scheduled posts will be listed here.

61

VIEWING SCHEDULED POSTS


2.

To view a specific post, select it from the list. A box will pop out and,from here, you can preview it for both desktop and mobile. You can alsoedit it.

From here, you can preview how it will appear on

desktop & mobile. You can also edit.

62

EDITING POSTS


3.

The drop-down from the edit button will allow you to Publishimmediately, Remove the Schedule, or Reschedule, Backdate, or Deletethe post.

63

BULK ACTIONS


4.

From the main scheduled posts page, you can Publish, CancelSchedule, or Delete posts. Check the boxes next to the post or postsyou want to change, and select the appropriate action from the dropdown menu.

Select the action you want to take.

Select the posts you wish to publish immediately, cancel, or delete. Or choose the box

on top to select them all.

64

CANCELING SCHEDULED POSTS


5.

If you choose to “Cancel Schedule,” posts will be moved to drafts; theywill not be permanently deleted. You can choose to reschedule or postthem at a later date by going into your drafts.

Cancelling a scheduled post only moves it to drafts, it

doesn’t delete it permanently.

65

DELETING SCHEDULED POSTS


6.

Choosing “Delete” will remove a post permanently, and you will not beable to recover it.

Click “Delete” to confirm.

66

CREATING NEW SCHEDULED POSTS


7.

You can also create a new post from this screen by selecting “+Create”in the top right. A content box will pop out, and you can add copy andmedia as you would from the main page.

You can create a new post from the Scheduled Posts

section, and choose to schedule it for later or

publish now.

67

VI.

SETTING UP ADDITIONAL ADMINS

As a designated Admin, you will have the ability to assignothers as Page Admins. The following steps can be used foradding additional Admins.

Before you can set up a new admin for the Page, the individual shouldfirst “Like” the Page.

To like a Page, the user will navigate to the Page and click the “Like”button.

68

LIKING A PAGE

VI. SETTING UP ADDITIONAL ADMINS

1.

I am logged in to my own account.

From their personal accounts, each recruiter will

click “Like”

69

ADDING A NEW ADMIN

A person can be added as an admin once he or she has liked the Page.

Step 1: When you land on the Page, select “Settings” in the upper right.


2.

70

ADDING A NEW ADMIN

Step 2: This page lists all the possible settings for the Page. To add orremove Admins or other page roles, select “Page Roles.”


2.

71

ADDING A NEW ADMIN

Step 3: To add a new admin, type in the person’s name or emailaddress in the text box under “Assign a New Page Role.” The emailaddress must be the one they use to log in to Facebook.

Choose “Admin” from the dropdown menu. This role will allow the user toadd and remove other roles as needed. You may also choose to assignthem as another role, depending on the access you wish for them to have.

Editors can do everything an Admin can do except manage Page roles.

Moderators can send messages and respond to and delete commentsfrom the page.


2.

Be sure to choose “Admin” from the drop-down menu.

72

VII.

BOOSTING

NRC will be boosting posts, or putting paid promotion behindposts, on your behalf. This section will go over the benefits ofboosting and set some expectations regarding frequency, thetype of content you should promote, and how to set yourtargeting.

73

BENEFITS OF BOOSTING

Boosted posts appear higher in the News Feed, so there is ahigher chance that your target audience will see your content.Because only an estimated 2% of your followers will see anyorganic post you publish, it’s important to utilize the paid aspect tobetter reach your intended audience.

Boosting can help in other areas:

• Increasing brand awareness. Posts can be boosted to users who don’t yet follow you, helping you increase your visibility and gain new followers.

• Increasing engagement, such as shares, likes, and comments

• Promoting events

VII. BOOSTING

1.

74

BEST PRACTICES OF BOOSTING

The budget for a paid post can go quickly if goals are notestablished ahead of time. Before you submit a post to beboosted, make sure that you have identified your goals.

• Target Audience: You can boost to your current followers, or target those who don’t yet follow you. You can also target to specific demographics:

• Location or zip code• Age• Gender• Interests • Followers of other Pages (i.e. certain high schools, other

military branches)• Timing: Boost when you know your audience is online. You can

find this information in the Insights section on your Page under the “Posts” tab.

• Content Type: Choose content that is high quality and engaging. Copy should be short and informative. Always boost posts that include videos or images.

VII. BOOSTING

2.

75

BEST PRACTICES OF BOOSTING

When you see the results from boosting, it can be tempting toboost every piece of content. However, you will quickly runthrough your budget that way. Here are some ideas on whatcontent to promote and when.• Events• Information on in-demand positions, paired with high quality

content• The Page itself, in order to increase awareness of your online

presence• The “Contact Us” button, to encourage Direct Messages• Posts that are already doing well organically

VII. BOOSTING

2.

76

BOOSTING CHECKLISTBefore submitting a request for a paid boost, refer to this checklistto ensure content can be supported:

q Obtain written consent from all non-military people featured inany images.

q An image should not feature minors without parent orguardian’s written consent.

q Image should not contain more than 20% text. Not sure if yourad complies? Use this tool to check if your ad makes the cut:www.facebook.com/ads/tools/text_overlay

q Ads cannot include vulgar language or deceptive claims.q Any URL included with your ad must clearly represent the

company, product, service, or brand being advertised.q Identify your specific target audiences – age range, location,

interests, etc.

q Contact LT Shannon Bencs to have your Facebook postboosted.

VII. BOOSTING

3.

77

VIII.

WHO TO CONTACT

78

CONTACTS

If you come up against any issues on Facebook, or feel you should escalate a conversation or comment, please reach out to

LT Shannon BencsProgram Advertising Manager/Social MediaNavy Recruiting [email protected](901) 874-9243

MC1 Corey GreenMarketing and Advertising Creative DivisionNavy Recruiting [email protected](901) 874-7284

VIII. WHO TO CONTACT

NAVY RECRUITING COMMAND FACEBOOK SOCIAL … · Benefits of Boosting 2. ... recruiting? Is it a recruiting question or directed at a ... • Text with videos • Video withouttext

Documents