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Driving Readership with Facebook
 

Driving Readership with Facebook

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This presentation explores the basics in how to drive traffic to your news website using Facebook. It looks closely at website integration and edgerank optimization.

This presentation explores the basics in how to drive traffic to your news website using Facebook. It looks closely at website integration and edgerank optimization.

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    Driving Readership with Facebook Driving Readership with Facebook Presentation Transcript

    • Driving Readership withFacebook
      Noah Echols
      Digital Media Manager
      Clay Duda
      Digital Media Specialist
    • Who Are We?
      Noah EcholsDigital Media Manager, Center for Sustainable Journalism
      Clay Duda Digital Media Specialist, Center for Sustainable Journalism
    • Why is Facebook Important?
      Largest social network to ever exist (800m)
      Front page of the web
      CNN did a study and found that 75% respondents got their news from social networking sites or through email.
      Consumers don’t find the news; news finds them.
    • Accounts, Groups, Pages
      ?
    • Accounts and Groups
      Accountsare for individual users.
      Groups
      are intended for private discussions. Typically small, localized, specific.
    • Pages
      For organizations to stay in constant contact with fans.
      Updates appear in the newsfeed of anyone that “likes” your page.
      Functions like an individual account.
      Set multiple administrators.
      Interact with users as your page or as an individual.
    • JJIE.orgFacebook Page
    • Subscriptions
      New option recently rolled out
      Intended for public individuals
      Strategic for journalists
    • Edgerank Optimization
    • What is Edgerank?
      Facebook’s algorithm for determining what shows up in a user’s feed.
      • As important to visibility as SEO.
      • Formula is secret, but there are some tips to increase visibility:
    • Most Important Thing About Edgerank:
      Get people to interact with your posts!
      • Three functions: affinity, time, and weight.
      • Affinity is based on the number of interactions your fans have with your content.
      • Time is how long its been since a user interacted with your content.
      • Weight is a way of prioritizing the types of actions a person takes on your content.
    • Post at Peak Times
      Different studies say different things.
      Varies according to audience.
      We’ve found mid-morning, mid-afternoon, after dinner work best.
      Different types of content will play well at different times.
      Experiment, watch insights.
    • Post Frequently
      Reports suggest frequent posting gets highest engagement rates.
      Find balance between too much and too little, but realize you can’t please everyone.
      We offer 3 levels of frequency:
      Twitter several times per hour.
      Facebook several times per day.
      E-mail once per week.
    • Post Strategically
      Reports suggest that keywords “where,” “when,” “would,” “should” get a higher number of engagements.
      • Photos get the most engagement.
      • Interact with fans, be social!
      • Use apps for trivia, games, polls, etc.
      • Relate to current events.
    • Important information on Contests
      Facebook has very strict rules about contests.
      It is important to understand their TOS before running a contest.
      Two Resources
      https://www.facebook.com/promotions_guidelines.php
      http://www.socialmediaexaminer.com/facebook-promotions-what-you-need-to-know/
    • Insights
    • Getting to Know Your Audience
      Insights is Facebook’s free analytics tool.
      http://www.facebook.com/insights
      Learn demographic information.
      Track engagement levels to test strategy.
    • Insights
    • Insights
    • Website Integration
    • What are all these buttons?
      Like button automatically posts to the user’s profile a recommendation for their friends.
      Recommend button is the same as the Like button with a different verb.
      Share button gives more control over what gets posted to profile.
      Send button allows users to post content to groups or via email.
      go to jjie.org
    • Which one(s) should we use?
      It depends on your social strategy.
      Having at least one is vital.
      The send button is convenient for some users but will get less use and limited reach.
    • Buttons
    • Are there more Facebookplugins?
      http://www.facebook.com/plugins
      Facebook offers a whole host of tools to make your website more social.
      http://www.facebook.com/badges
      Easy way to display your Facebook page on your website.
    • Plugins
    • Badges
    • Facebook Increases Return Visitors
      The more you integrate Facebook into your website, the higher your return visitor numbers will grow
      But don’t add features that your audience won’t/can’t use.
    • 5 Key Takeaways
      Know your audience
      Integrate sharing opportunities into your website
      Create a Facebook strategy and track it with Insights
      Post strategically for target audience
      Optimize for Edgerank (affinity + weight + time)
    • Facebook Changes
      Facebook 3.0 design changes
      “Frictionless Sharing”
      Subscriptions
    • Additional Resources
      http://www.facebook.com/business/pages
      Step-by-step guide to creating pages.
      http://www.facebook.com/plugins
      A host of tools to make your website more social.
      http://www.facebook.com/badges
      Easy way to display your Facebook page on your website.
      http://www.facebook.com/journalists
      Reporting tips, tricks and other helpful links.
      http://www.facebook.com/insights
      Analytics for your Facebook page.
    • QR to slideshare version
      Questions?