Back to Basics: The What, The Why, and The How Behind Facebook
Back to Basics:The What, The Why, and The How Behind Facebook for Businesses Presented by Abby Ecker November 20, 2012
• 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
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!
Part 2: The Why The Current State of Social Media Developed by Erik Qualman, author of “Socialnomics”
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
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…
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
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!
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.
Part 3: Growing your audience Three ways: 1. Through Facebook 2. Through other online channels 3. Through offline efforts
Growing your audience: Through Facebook1. Invite email contacts2. Invite friends from your PERSONAL page3. Create an ad
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.
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!
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
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.
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?
Happy Social Networking! Questions? Abigail.Ecker@atipt.com
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