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Mastering The Art of Facebook

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Master the Art of Facebook with this complementary E-Book, courtesy of Boucher + Co. With this step by step guide, you’ll be gaining new fans and creating compelling contests that will make you the …

Master the Art of Facebook with this complementary E-Book, courtesy of Boucher + Co. With this step by step guide, you’ll be gaining new fans and creating compelling contests that will make you the most popular page administrator on Facebook in no time.

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  • 1. B+Ca nyc-based digital strategy agency A Boucher + Co. Publication Mastering The Art Of Facebook By Gerard Boucher Inbound Marketing Expert
  • 2. Mastering Facebook Facebook - Twitter - LinkedIn Facebook, having over 800 million users, is the new way of communicating with current and potential customers. Everyone has heard of Facebook and some small businesses even took a leap of faith into creating a Facebook business page, but many still wonder how to use Facebook’s full potential in generating revenue for their small businesses. SohowdobrandslikeWal-Mart,VerizonWireless,andOreohavehundreds of thousands of fans? Sure, you can always say, “Like us on Facebook,” but there is more to it. With a little more effort, you will be able to increase your Facebook interaction by 10%-30% or even more! And remember, it is not always the big that eat the small; it is the fast that eat the slow. B+Ca nyc-based digital strategy agency “It is not always the big that eat the small; it is the fast that eat the slow.”
  • 3. The first step is to find similar businesses in your industry and look at what is successful on their page. Browse through their page to see what contents get the most interactions, whether it is videos, pictures, or questions. If something works, try it for your page. A general rule is to encourage the consumers to interact with the company. The last thing you would want is to sound like a salesman on your Facebook page because that just comes off as spam to the Facebook fan base. How often should you post? Generally, 3-5 posts a day is ideal. At first, it might seem like an excess of posts, but as your fans continue to grow, some of your posts may be missed. Remember, if they are your fans on Facebook, chances are they are fans of other brands as well. With a news feed filled with so much information, it is a safe bet that if you post 3-5 times a day, your fans will receive at least one. B+Ca nyc-based digital strategy agency Facebook - Twitter - LinkedIn “A general rule is to encourage the consumers to interact with the company.” Mastering Facebook
  • 4. Now comes the content. What do you post on your business page? Again, no one likes being spammed with endless, “buy this” and “buy that,” sales pitches. Use the 80-20 rule when trying to generate content for your page. For example, if you choose to post five times a day, one can be a sales post and four should be fun or informational content for your Facebook fans. This way, you get to promote your products without sounding inconsiderate toward your fans. There is no “correct” way to use Facebook, so feel free to add a little excitement to your business page. Just remember not to venture too far off by staying true to the brand. B+Ca nyc-based digital strategy agency Facebook - Twitter - LinkedIn Mastering Facebook
  • 5. Here are some Facebook jargons you might want to get familiar with: Application/App- Software designed to work with Facebook. Applications or apps can range from games to business applications. EdgeRank- The formula Facebook uses in determining which posts appear on a user’s News Feed. (More information on EdgeRank will follow). Fan- When a customer chooses to “Like” a company, they become a fan. Friend- A person who can connect to your social network both parties must mutually agree to connect before becoming friends. Friend List- Exactly what it sounds like. A friend list is a collection of all your friends you choose to connect with. Group- A group of Facebook users that have a common interest. Group members can interact with each other in live group chats. Like- “Like” has multiple meaning on Facebook. When one becomes a fan of the business, they can choose to “Like” the business page. When a user agrees with a wall post, they can choose to “Like” it. B+Ca nyc-based digital strategy agency Facebook - Twitter - LinkedIn Mastering Facebook
  • 6. B+Ca nyc-based digital strategy agency Facebook - Twitter - LinkedIn Mastering Facebook News Feed- This is where your business “Like” and friend’s posts are dis- played for you to see. Page- A page can be made for artists, businesses, products, charitable causes, etc. This is similar to a homepage for Facebook. Social Plugins- A social plugin is something you put on your own website that allows people to “Like” your Facebook page. Tag- Friends are allowed to tag other friends in posts, videos, and pic- tures by typing the @ symbol followed by their name. A Facebook page, although, is not able to tag people unless the admin of that page is per- sonally a friend on Facebook. Timeline- Unlike the news feed, a timeline acts allows the Facebook user to determine how much or how little he or she will share with others. Currently, timelines are only available for personal Facebook and not for pages. Wall- Your “wall” is where fans are able to comment and post things on. You are also able to post photos, videos, links, and questions for your fans to interact with.
  • 7. “By making a content calendar of what to post each day, you will never have to ask yourself, What should I post next?” B+Ca nyc-based digital strategy agency Facebook - Twitter - LinkedIn Mastering Facebook That wasn’t so bad now was it? Now that you learned the Facebook language, it is time to plan and make a content calendar. By making a content calendar of what to post each day, you will never have to ask yourself, “What should I post next?” The calendar also helps by making sure everything you want to say is covered throughout the week. It prevents repeating yourself as well as posting simply to fill the number of posts per day. Your goal is to make two types of calendars. You need one for the weekly structure of what will be posted each day and one for the long term big picture. By posting through the use of a structured calendar consisting of events, pictures, wall posts, etc., your fans will also understand the pattern and know when to expect an event. Have you ever wondered why you see the same people posting on your news feed? EdgeRank is the answer. The EdgeRank score is comprised of affinity, weight, and time decay. The affinity score is calculated by how closely related you are to the person creating the post. Weight is measured by the number of “Likes,” comments, and tags on the post. Finally, time decay is exactly what it is. What happened yesterday is history.
  • 8. In order to gain attention from your fans, why not try brainstorming a couple of events you can host on your Facebook page. It can be anything from offering expert advice in your field via live chat to throwing a virtual Facebook party. Don’t be afraid to be a little creative. Facebook is all about the virtual community right? B+Ca nyc-based digital strategy agency Facebook - Twitter - LinkedIn Mastering Facebook One thing to differentiate on Facebook is a sweepstakes versus a contest. The difference is that a sweepstakes is something you enter and wait for the results. A contest, on the other hand, requires participants to get creative. Whether it is creating a song, acting something out, or even designing a product, the customer is engaged with the brand by participating in the contest. How does one make a contest? Check these Facebook contest applications: - Wildfire -North Social -Strutta -ShortStack -Woobox -Votigo
  • 9. “Google also can take reviews from third party websites.” These are only a list of a few Facebook contest applications. Do a little researching on your own to find the application that best suits you. When you select a winner, make sure the prize you give is somewhat related to your brand. Also, read and learn Facebook’s rules and guide- lines to making a contest. If any of these rules get broken, Facebook will shut down your contest! B+Ca nyc-based digital strategy agency Facebook - Twitter - LinkedIn Mastering Facebook So why does this seem all too good to be true? Facebook is offering me a business page, the ability to increase my potential customers, and the tools to check the demographics for new fans all for free. What’s the catch? Although all these services are free, the problem is that it is targeting everyone. In order to tackle such problem, the solution is Facebook ads. With a little help from your wallet, but not too much, you are now able to show your ads to a specific target including country, demographics, and interests. When you complete your target market profile on Facebook, it will give you an estimate of how many people fit the target. For more information on Facebook advertising, check out: http://facebook.com/business/ads
  • 10. B+Ca nyc-based digital strategy agency Facebook - Twitter - LinkedIn Mastering Facebook After you follow all these instructions, you should still check up on your Facebook to see where it is all going. To use the analytics, click on “Edit Page” on the top right corner of the page and click “Insights.” This will show you how many people “Like,” comment, and unsubscribe to your page. Go to www.facebook.com/insights You should also, in general, check to see what is being said about you besides on Facebook. These free tools are helpful in checking up on the web. -Kurrently -Social Mention -Topsy -HowSociable -Tinker You may be apprehensive at first about approaching Facebook marketing, but there are many other marketing tactics that are complicated that we are now used to. If you like having conversations with your customers, Facebook marketing should come naturally to you. Facebook is continuing to improve and adding new features every time. So what are you waiting for? Take the first step and start exploring new opportunities for your business! “Take the first step and start exploring new opportunities for your business!”

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