Facebook Best Practices

6 Things We’ll Cover

1) The 3 faces of facebook

2) Preparing your Page

3) Content to Post

4) Monitoring/engagement

5) Ads: pay-to-play time

6) Tips and new stuff

The 3 Faces of Facebook

Personal Profile

Facebook Page

Facebook Group

Today’s focus:

Your hospital/clinic Facebook page

Personal Page Group

First stop…Privacy Checkup!

Groups vs. Pages? Which to use?

Page: Posts on behalf of company

Used to promote company/brand

Cannot share/store files

Always public…cannot be private

Group: Posts on behalf of self

Used for community within a defined group

Can share/store files

Can be public, but also private

Can interact like “Friends” without being “Friends”

Facebook Group (closed)

Preparing Your Page

Align goals with marketing objectives

Your audience?

Current patients? Potential patients? Both?

Decide: hospital page vs. service line page

Commit resources

Identify natural communities

Use high resolution logo and header photo

Get yours! Facebook.com/YourNameHere

Preparing your Page

Great Profile and Cover Photos

Claim your nameat Facebook.com/Username

Who are you?

Content to Post

Develop a strategy for posting. Create categories of what to post

Have a content calendar

Use page insights for timing

Remember, yours is not the only time zone.

Best Practices

Create categories to organize content. Health and wellness tips Treatment options (video, blog, website) Research updates (clinical studies,

published studies) News (within your organization) Patient Stories Health events in the community

Content: Think about now…

Best PracticesMaximize impact content by using visuals: Use photographs with post Catches attention More Likes, Comments and Shares!

Shoot yourself or, Stock photos Shutterstock

Content: Go Big or…

Content: …go home.

Content: Think Mobile

People

Are

Mobile….and in a hurry!

Content: Get Graphic

Best Practices

Pay attention to sizing specs:

Facebook.com/PagesSizesDimensions

Best Practices

Maximize engagement by: Pinning posts to top of timeline

Using Facebook as your page*

Liking and commenting on other pages’ posts

Regularly updating cover photo (Billboard!!)

THINGS YOU DON’T WANT TO DO.

LIKE IF YOU AGREE.

ALL CAPITALS in your posts

Overuse “like and share”

Like your own posts

*New feature, stand by for more!

Monitoring / Engagement

We post this:

Monitoring/Engagement

And this

happens:

Monitoring/Engagement

So we do this:

Understand Page Roles for Managers

Monitoring/Engagement

Quick reference sheet:

At least 3 admins (don’t get locked out)

Someone in charge of monitoring

Reply in timely manner (within 24 hours)

Like comments, say “thank you”

Ads: Pay-to-Play

If you have 5,000 “Likes” on your page,

only a small percentage see your post.

Regarding Organic reach:

April 2012 – 16%

February 2014 – 6%

Future – 1-2%

“On a given day, when someone visits

their news feed, there are an average of

1,500 possible stories we could show.”

– Facebook

Facebook Reach

Organic: your fans who actually see your post

Viral: fans share your post – and it

takes off!

Paid $$$Organic reach plummeting

3 Ways You Can Pay-to-Play

1) Boost Post

2) Promote Page

3) Send to website

Set a budget

Cancel at any time

Pay-to-Play…it’s easy!

Boost Post

Boosted Post: Desktop Preview

Boosted Post: Mobile Preview

Promote Page or Website

Check Yo’Self…

Tips and New Stuff

There’s a mobile app dedicated to interacting

with Facebook Pages

Great image editor/filters built-in

You can embed Facebook Posts (blogs, your

website!)

#BiggestProblem being a FB Page Manager?

#BiggestProblem

#BiggestProblem

And #OneMoreThing:Essential for any and all

healthcare communication:

Patient privacy!

Questions?