Today’s session will start with a brief review of our last session. We’ll review your homework and provide an example review of a non-profit. [REMINDER: What is/is not important. Not a numbers game.] We’ll then use that example to show you how to create and improve a Facebook page, and teach you how to take existing content and optimize it for social media. In the final section of the session we’ll provide some examples of ways that others are using their content to get engagement, and teach you how to take these examples and apply them for your own pages.
We’re going to create an imaginary non-profit to walk you through the process. This hypothetical non-profit has been around for awhile but they’ve never set up a Facebook page. They raise money to provide lightbulbs to remote villages in a poverty stricken region of the world. Night Lights has a list of their previous donors email and home addresses. They send out a mailing twice a year to update their donors on their progress and request a donation to help them meet their annual goal. They have a very basic website and no social presence. They’re not sure if their donors and prospective donors are using Facebook, so they decide to look at similar organizations to see how they are connecting to people. They assume that their audience will be similar to the audiences who are following the efforts of similar organizations.
Night Lights goals are clear: they want to increase awareness of their organization, build a communications platform where their donors can engage with the organization, and each other, and they want to leverage that community to work together and help them reach their fundraising goals. Their messages and content will all be driven by those goals.
While these organizations are not exactly the same in their mission, they are helping the same “type” of people. These organizations don’t just focus on Facebook, which should be an indicator that long term Night Lights may want to expand their presence to multiple networks. They decide that based on their limited staff and time, they would like to start with one network. Facebook gives them the ability to make weekly posts in a network where they can build a community, or captured audience, of fans, and they see that based on their research into other similar organizations, that their target audience exists on Facebook.
Night Lights starts by looking at their existing collateral and figuring out what they can talk about on Facebook, and which audiences the content would appeal to. They decide on a handful of content buckets: “Behind the Scenes” at the organization, Focus Feature on the people being helped, The technology behind the lights/how they’re made, and Event/campaign based content. They build out a calendar and commit to posting twice a week. They decide that they will put a link to their facebook page on their website and in their email signatures, and will mention it in their press releases and collateral. Now they need to create their page.
You can create a page on Facebook by going to Facebook.com/Page and clicking on “Create a Page.” You then choose which category your organization falls under. Feel free to play around with creating a page here, you don’t get a set URL until you have 25 people like the page, and you can keep the page hidden until you’re ready to invite people, so there’s so freedom to explore.
Once you create the page gives you’ll be given a series of things to do to set it up. You should upload a profile picture (and we’ll go over some tips for that in a bit) and start building out the page prior to inviting anyone. When you’re ready to invite people, you select “invite your friends” and you can invite your personal network. Note that all admins have this ability, so you may want to add new admins to the account initially, so that they can help you invite people. Remember that admins have control over the page, so be very careful about who you give that control to.
A reminder from our last session: When you create a page, as an admin you have certain abilities. One of these is the ability to invite your personal friends to like the page. When you go to your page, on the right hand side you should see “Invite Friends.” Click it and you will be able to invite everyone in your personal network to like your page.
When you fill out the info section, it should be very easy to read through, with clear information about what you do. On this page they actually issue a call to action to their community by including their Facebook fans in their mission: “We have the tools and the momentum. Now we need you. United, we can beat malaria” – that’s a very powerful call to action. You’ll notice that they include links to their other social media accounts in the info. That makes it easy for people on multiple platforms to find and engage with the organization.
Facebook allows you to install apps that give you more options for customization. These apps can be as simple or as complicated as you like. If you don’t feel comfortable creating one on your own, most experienced digital agencies can create these for you. You should expect to pay between x and x, depending on the complexity of the page. These “landing pages” as they’re called, can also be integrated into campaigns.
In this example you see the same basic principles being used – an eye catching profile picture, and a direct call to action on the landing page. This page is built around a campaign. Their profile picture gives information about their goal, which is to raise 1 million dollars. They’re working with sponsors who have pledged to donate a dollar for every like. This is repeated in the call to like the page. Say you don’t have the ability to create a landing page, but your info page has great information on it that you want people to see – you can choose which tab is the default landing page for people who have not yet liked your page.
When you’re an admin on a page and you go that page, you’ll see the “Edit Page” button on the top right hand side.
Talk about the page and the options, specifically: Default Landing Tab, ability to set it to the “info” or a custom landing page. Remember that your posts and content are all going to show up on the Wall – and once people like your page, they will automatically be taken to the wall. Once they get there, your goal is to get them to engage.
The more often you like, view, comment, click on a friend’s object, the higher your Affinity score towards this person rises. Likewise for brands, the more often you check in with a brand, either via commenting, liking a photo or two, etc., the more that brand will show up in your News Feed.Affinity score is a one-way street only. Affinity is from one user towards another, and not vice versa. There is nothing to be gained by clicking incessantly on fans’ items in order to gain more exposure.Edge Rank importance seems to be ordered as such: Photos/Video, Links, Statuses. Comments are the most valuable component of the formula. The timing and relevance of the posts is also taken into account, to keep the posts that show up as “Top News” timely and relevant. A major news event from a week ago may have 3,000 likes and 900 comments, but it will not show up a week from now, because it’s no longer timely.Gaining traction with your fan base can be done in a variety of ways, but when viewing at the EdgeRank factor alone, crafty marketers know that it’s all about the Like and the Comment. So our goal here is to teach you that it’s not just a numbers game. It’s about engagement. In our next session we’ll go into more detail about how to judge the effectiveness of your page use data and analytics. For now, we’re going to teach you how to optimize your posts for engagement.
The character limit on Facebook is less than 500 characters. You should stick to using about 180 characters – that’s just 40 more than you would find in a tweet. An important note, a character is a single letter, a space, or a punctuation mark. It’s180 characters, it’s not 180 words.As we mentioned when we reviewed Edge Rank, it’s important to use Mixed Media in your posts – so post photos, videos, and links. It will keep the content diverse and interesting, and give people something to click on and talk about! Remember that you can also arrange photos in an album – short albums with engaging captions on each photo, and impactful photos that tell a story, are great ways to get engagement.Since your goal is to get people to comment and like your posts, give them a reason to. There is nothing wrong with every so often including “Like this post if you agree” or “Share your experiences in the comments” as a way to drive engagement.Don’t let your page get stale – update it at a consistent frequency, and don’t be afraid to update multiple times a week if you have something on topic and beneficial to share. And make sure that what you are posting is something that the audience is going to enjoy. Your goal is to build a community around your cause, so if you have something to celebrate as an organization, share it with your community.
Things that are good about this page – the profile picture is more than just a logo. It features people, and people respond to people. The post is short, and the last part of the post poses a very direct question. The tone is personable without being TOO personal – they are not saying “I” and are posting as the brand. They also post a link, which comes up with an image, and gives people something to click to read further. This is a great way to support other social channels. Each channel is different – so a post that works on Twitter may not work on Facebook, and a blog post is generally going to be too long for a Facebook post. Facebook and Twitter give you a captured audience, and a blog is great for SEO. If you are truly limited on time and can’t devote the resources to actively managing a page, a blog is a good option. Twitter will require 30 minute to hour long blocks of dedicated engagement if you want it to be effective. And remember, if your target audience is not on a network, there’s no reason for you to be there. The audience drives the decisions, and the content.
This post is very audience centric – they do a good job of letting their community know how beneficial their support has been. On the left side of the page you’ll see that the page “likes” other pages. When you use Facebook as the page you can like other pages, which will allow you to tag them in status updates. So if you’re working in a partnership with another organization, you can type the at symbol and their name, which will create a direct link to their page.
This is what it will look like when you’re tagging a page.
You can’t tag a person – and you can’t write on a person’s personal wall, or send them a message. A branded Page is not the same as a personal account.
Post ConsistentlyKeep the posts shortUse content that people can engage withGive people clear direction about how to engage with the postLook at what others are doing, and learn from it.It is impossible to go over every good idea and every available tool, given our time constraints. If you want to get the maximum benefit from the tools that Facebook gives you, you need to make education a constant. The platform is evolving, you want to stay up to date.
Learn how to create a new page and improve an existing one.Learn how to socialize your content for Facebook, and how you can customize it for your page.Learn how to energize your community and get them engaged in your cause.
Social Media Webinar Series Session 2 of 3 Best Practices & Implementation September 2011 Presented By: Meg Dawes Mandi Frishman Josh Jordan
Series Overview Session 1: Strategy & Planning Session 2: Best Practices & Implementation Session 3: Measurement & Monitoring
Meg Dawes Account Director, Make Me Social Mandi Frishman Marketing Manager, Make Me Social Josh Jordan President, Make Me Social
Homework Audience & Goals Evaluate and Analyze Refine your Message Write down how you can inspire people. Build Content Buckets Develop a Content Calendar Analyze Promotion Channels Build a Strategy to Share
Night Lights Image Courtesy of http://www.flickr.com/photos/eriwst/