Back to Basics: The What, The Why, and The How Behind Facebook
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Back to Basics: The What, The Why, and The How Behind Facebook

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Presented to the Northern Anne Arundel Chamber of Commerce Health and Wellness Committee in November 2012

Presented to the Northern Anne Arundel Chamber of Commerce Health and Wellness Committee in November 2012

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  • 1. Back to Basics:The What, The Why, and The How Behind Facebook for Businesses Presented by Abby Ecker November 20, 2012
  • 2. • Part 1: The What • What is Facebook?• Part 2: The Why • Current state of social media • Facebook by the numbers• Part 3: The How • Getting Started: Creating a social media strategy • Getting Started: Setting up a Facebook page • Getting Started: Building an audience • Getting Started: Understanding Facebook rules • Getting Started: Developing a content strategy• Questions
  • 3. Part 1: The What• What is Facebook? • A social networking site founded in 2004 by Mark Zuckerberg • A way to “connect” with friends, family, businesses, brands, and organizations• What does all that Facebook jargon mean? • Friend: A “friend” is someone that you’ve asked to connect with who has accepted your request. • Like: To connect with a brand or business page, you “like” them so that their news shows up on your feed. • Timeline: How Facebook displays the statuses, comments, and photos you post in chronological order • Profile picture, cover photo, status update: We’ll get to all of that soon!
  • 4. Part 2: The Why The Current State of Social Media Developed by Erik Qualman, author of “Socialnomics”
  • 5. Part 2: The Why• Facebook by the numbers • 1,000,000,000: Users as of September 2012 • 526+ million: Daily active users (up from 372 million in 2011) • 300 million: Photo uploaded to the site each day • 3.2 billion: Likes and Comments posted daily • 50% more: More than 50% of consumers say they are more likely to buy a product after becoming a fan on Facebook, and 56% of consumers say they are more likely to recommend a brand to a friend after becoming a fan on Facebook. Statistics courtesy of Facebook, Jeff Bullas, Constant Contact, Chadwick Martin Daily
  • 6. Part 3: The How• Getting Started: Creating a social media strategy • What IS a social media strategy? • Part of your larger business plan • A way to outline and define your purpose on social media • First, make sure social media is a worthy investment for your business…
  • 7. Creating a social media strategy Ask yourself these questions: • WHY am I on Facebook/social media? • WHO is my audience? • WHAT am I trying to communicate? Develop your social media strategy: - Goal - Audience - Strategy - Objective
  • 8. Part 3: Setting up your Facebook page
  • 9. Setting up a business page
  • 10. Setting up a business page
  • 11. Fill out prompted information
  • 12. Set up a profile picture
  • 13. Fill in your “About” information
  • 14. Claim your Facebook web address
  • 15. Set up advertising
  • 16. Your business page admin panel
  • 17. How to add admins
  • 18. How to add admins
  • 19. How to use page as your business
  • 20. Set your Facebook Cover Photo What To Know • Cover photo dimensions: 851 pixels x 315 pixels • Photo must be at least 399 pixels wide • This is your opportunity to showcase your business – use it wisely!
  • 21. Set your Facebook Profile Picture What To Know • Profile picture dimensions: 160 pixels x 160 pixels • This is what appears on someone’s news feed, so make it clearly represents who you are! • Incorporate your logo in some way.
  • 22. Part 3: Growing your audience Three ways: 1. Through Facebook 2. Through other online channels 3. Through offline efforts
  • 23. Growing your audience: Through Facebook1. Invite email contacts2. Invite friends from your PERSONAL page3. Create an ad
  • 24. Growing your audience: Through Facebook
  • 25. Growing your audience: Through other online channels1. Add link to your Facebook page in your email signatures.2. Link to your page on your company website, blog, etc.3. Integrate a “Like” box on your website, blog, etc.
  • 26. Growing your audience: Through offline efforts1. Point-of-sale displays2. Marketing materials (brochures, flyers, handouts, etc.)3. Any internal communication channels (TV, newsletter)4. Business cards Give people an incentive to connect with you!
  • 27. Getting Started: Understanding Facebook Rules1. You CANNOT use a Facebook “function” to run a contest. 1. Ex. “Share” to win, “Comment” to win, “Like” to win2. Must use a third-party application 1. Ex. Wildfire, ShortStack, Strutta3. Cannot announce the winner of your contest on your page
  • 28. Getting Started: Developing Good Content1. Figure out the best time to post. 1. Traffic builds after 9 a.m. and fades after 4 p.m.2. Develop a “content calendar” for the week. 1. Can do this on an actual shared calendar, in a Word document, etc.3. Schedule in advance. 1. Use Facebook or a social media management system, such as Hootsuite.
  • 29. Getting Started: Developing Good Content1. Be human. Have a personality.2. Two things play well on social media: humor & charity. (So do gratefulness and playfulness.)3. Ask questions.4. Use visuals. Photos get the most engagement, followed by video.5. Ask yourself this question before hitting send: Would I engage with this?
  • 30. Happy Social Networking! Questions? Abigail.Ecker@atipt.com