Slides from the Facebook rotation at Social Media Residency

1. Facebook Best Practices

2. 6 Things We’ll Cover
1) The 3 faces of facebook
2) Preparing your Page
3) Content to Post
4) Monitoring/engagement
5) Ads: pay-to-play time
6) Tips and new stuff

3. The 3 Faces of Facebook
 Personal Profile
 Facebook Page
 Facebook Group
Today’s focus:
Your hospital/clinic Facebook page

4. Personal Page Group

5. First stop…Privacy Checkup!

6. Groups vs. Pages? Which to use?
Page:
 Posts on behalf of company
 Used to promote company/brand
 Cannot share/store files
 Always public…cannot be private
Group:
 Posts on behalf of self
 Used for community within a defined group
 Can share/store files
 Can be public, but also private
 Can interact like “Friends” without being “Friends”

7. Facebook Group (closed)

8. Preparing Your Page
 Align goals with marketing objectives
 Your audience?
 Current patients? Potential patients? Both?
 Decide: hospital page vs. service line page
 Commit resources
 Identify natural communities
 Use high resolution logo and header photo
 Get yours! Facebook.com/YourNameHere

9. Preparing your Page

10. Great Profile and Cover Photos

11. Claim your name
at Facebook.com/Username

12. Who are you?

13. Content to Post
Develop a strategy for posting.
 Create categories of what to post
 Have a content calendar
 Use page insights for timing
Remember, yours
is not the only
time zone.

14. Best Practices
Create categories to organize content.
 Health and wellness tips
 Treatment options (video, blog, website)
 Research updates (clinical studies,
published studies)
 News (within your organization)
 Patient Stories
 Health events in the community

17. Content: Think about now…

18. Best Practices
Maximize impact content by using visuals:
 Use photographs with post
 Catches attention
 More Likes, Comments and Shares!
 Shoot yourself or,
 Stock photos
 Shutterstock

19. Content: Go Big or…

20. Content: …go home.

21. Content: Think Mobile
People
Are
Mobile
….and in a hurry!

22. Content: Get Graphic

23. Best Practices
Pay attention to sizing specs:
Facebook.com/PagesSizesDimensions

24. Best Practices
Maximize engagement by:
 Pinning posts to top of timeline
 Using Facebook as your page*
 Liking and commenting on other pages’ posts
 Regularly updating cover photo (Billboard!!)
THINGS YOU DON’T WANT TO DO.
LIKE IF YOU AGREE.
 ALL CAPITALS in your posts
 Overuse “like and share”
 Like your own posts
*New feature, stand by for more!

25. Monitoring / Engagement
We post this:

26. Monitoring/Engagement
And this
happens:

27. Monitoring/Engagement
So we do this:

28. Understand Page Roles for Managers

29. Monitoring/Engagement
Quick reference sheet:
 At least 3 admins (don’t get locked out)
 Someone in charge of monitoring
 Reply in timely manner (within 24 hours)
 Like comments, say “thank you”

30. Ads: Pay-to-Play
If you have 5,000 “Likes” on your page,
only a small percentage see your post.
Regarding Organic reach:
 April 2012 – 16%
 February 2014 – 6%
 Future – 1-2%
“On a given day, when someone visits
their news feed, there are an average of
1,500 possible stories we could show.”
– Facebook

31. Facebook Reach
 Organic: your fans who actually see your post
 Viral: fans share your post – and it
takes off!
 Paid $$$
Organic reach plummeting

32. 3 Ways You Can Pay-to-Play
1) Boost Post
2) Promote Page
3) Send to website
 Set a budget
 Cancel at any time

33. Pay-to-Play…it’s easy!

34. Boost Post

35. Boosted Post: Desktop Preview

36. Boosted Post: Mobile Preview

37. Promote Page or Website

38. Check Yo’Self…

40. Tips and New Stuff
 There’s a mobile app dedicated to interacting
with Facebook Pages
 Great image editor/filters built-in
 You can embed Facebook Posts (blogs, your
website!)
#BiggestProblem being a FB Page Manager?

41. #BiggestProblem

42. #BiggestProblem

43. And #OneMoreThing:
Essential for any and all
healthcare communication:
Patient privacy!

44. Questions?