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There’s a lot to Facebook Pages for Business Erin Caples, M.A. about Facebook!
| Date post: | 11-May-2015 |
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There’s a lot to
Facebook Pages for Business Erin Caples, M.A.
about Facebook!
About Me O 15 years in Greater Lowell
O National Park Service O Workforce Development O Community Health O Higher Ed
O Chamber of Commerce O Non-profit volunteerism O Roughly 18 years in “social
media” (how is that possible?)
My “Social Media”
History lesson in 30 seconds O Mark Zuckerberg
O Started as Harvard exclusive “Fashmash” – spread like wildfire
O “The Social Network”
O Today - Over 900 million active users
O >450 million on mobile devices, and twice as active
Who cares? You Should.
O Over 80% of Americans use social media O American’s spend more time on Facebook than
any other website O More than half of users log in at least once a
day… that’s 450 million people! O Social Media users are more influential and
active online O 90% of people trust recommendations, only
14% trust ads.
www.socialmediaexaminer.com
Policies and Procedures
Make sure you’ve covered yourself
Who’s on your team? O Determine admins/social
media team O Conduct a “pre-mortem”:
assemble a team prior to launch. Figure out why it could fail, then have plans in place to prevent fail.
Create company policy
O Support open dialogue and the exchange of ideas O Core Values: Respect, Integrity and Value O Be who you are O Be thoughtful about how you present yourself O Don’t engage in online fights O Use your best judgment
What happens if there’s a “crisis”
O Determine team – Must include “decision makers”
O Be proactive and monitor your brand O Make sure you have the facts O Control the message O Be calm, move fast. O Never underestimate 1 person
Profiles Hold your breath, you’re about to go
social!
Getting Started
O Log in O Cover Photo O Profile Photo O Info O Find Friends O Like Pages O Start Connecting!
News Feed
News Feed
Personal Page
O Online walk through
PAGES The in’s and out’s of business pages
Performing a Social Audit • Do your research • Utilize data
Page set up
O Cover Photo/Restrictions O Profile Photo O About/info O Tabs
Cover Photo O You cannot put the following information
in a cover photo: call to action, contact information, arrows to the like or share buttons
Getting around your page
Profile Photo
O Choose something that easily distinguishes
you! O Photo O Logo
Profile Photo
Tabs
More tabs!
All About YOU!
O Use the info section to describe your business
O Use keywords to drive SEO O Add milestones to your page i.e.) when you
founded your business O Don’t forget a photo!
Info Section
All the boring stuff…
O Settings O Privacy O Admins O Photos or no photos? O Featured likes O Notifications
Avoiding viruses! O Think before you Act. The hackers and
cybercriminals who want your information know that Facebook users will often click on an interesting post without a moment’s thought. If a post sounds a bit over-the-top like a headline out of a tabloid, this is your first warning sign.
O Avoid Links and videos with Catchy words like “funniest ever,” “most hilarious video on Facebook,” or “you’ve got to see this.”
O Do some keyword research to see if the post in question comes up in a search engine with information about a current virus or trojan.
Woo! I have a Page! (wait… now what do I do?)
Content and Conversation
O Be genuine.
O Don’t “mask” advertising in your posts
O Engage your community
O Share your expertise
Think like a customer!
O David Carroll O United Airlines O Taylor Guitars
O Customer Service O Communication
Sealed with a K.I.S.S.
O Keep it short and sweet! O Posts that are 80 characters or less generate
27% higher engagement rate (buddymedia.com)
Photos, Videos and Tags, OH MY!
O Photos are KING (or queen) when it comes to social media.
O Motivational O Product spotlights O Staff Spotlights
O *5-10% higher virality
Wait, I only have 2 “likes”…
O How to find followers/likes O Solicit friends, family and loyal customers.
O Utilize your staff O Ensure you have 100% buy in from your staff O Share your page with your employees,
encourage them to share with their family/friends
O Use your captive audience – engage customers on the spot
More ideas… O Add Facebook link on your
website:
O Add Facebook logo/link on business cards/promo items
O Try “Fan Base Friday”
O Encourage new followers to share their pages with links, hashtags, photos and more
O “Office Hour”
O Hold live 1-hour sessions on your Facebook page. Field questions, share ideas, troubleshoot for clients.
Link your Blog
O Networked Blogs app O Direct share from your site O Add a Facebook “like” or share button on
your blog O Ask your friends/clients to share your blog
posts
Add your mailing list!
Utilize your Facebook page to add fans to your mailing list!
Offers
Deals • Value
• Get customers • Spread the word • Build loyalty
Promos: What’s ok, and what will get you kicked off the island.
O Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App. Promotions on Facebook must include the following:
O A complete release of Facebook by each entrant or participant. O Acknowledgment that the promotion is in no way sponsored, endorsed/administered by/associated with, Facebook. O Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.
O You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.
O You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.
O You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages.
O Definitions: O By “administration” we mean the operation of any element of the promotion, such as collecting entries, conducting a
drawing, judging entries, or notifying winners. O By “communication” we mean promoting, advertising or referencing a promotion in any way on Facebook, e.g., in
ads, on a Page, or in a Wall post.
O https://developers.facebook.com/docs/appsonfacebook/tutorial/
The facts…
O Within 1 hour and 20 minutes, your status will get 50% of the “likes” it will EVER receive.
O At 2 hours and 15 minutes, 60%. O By 22 hours, you have hit post “lifetime”
Yes, timing is everything
O High Traffic posts: 10 a.m. – 4 p.m.
O Post outside business hours : >20% higher engagement
O Thursday and Friday
have 18% higher read rate
Did you know?
O Facebook actually has a “happiness index”?
O It increases by 10%
on Fridays. The less people want to be at work, they more they are on Facebook!
Promote your post (aka. Little Facebook Quirks)
INSIGHTS It’s all about the numbers…
A Snapshot: What does it all mean?
O Virality O Demographics O People talking about you O Weekly Reach O “Likes” O Stats to definitely follow
Monthly Reporting
O Pulling the data (walk-through) O Weeding through the data
Demographic Advertising
Who do you really want to reach?
Create and Ad
O Walk through
Ad vs. Recommendation
Go forth and Like!
O Who to connect with: O Experts in the field O Pages of similar interest O Friends and family O Local Chamber of Commerce/Networking
Groups O Colleges/Universities O News
Now What? Questions and Answers
Thank you! Facebook Pages for Business
Erin Caples, M.A. Owner, LEAP Consulting
For more information: [email protected]
www.leap-consult.net
