Facebook Frenzy Workbook
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    Facebook Frenzy Workbook Facebook Frenzy Workbook Document Transcript

    • What’s on TapOverviewMeet Facebook TimelineTerminologyDefine Your Social MediaGoalsBricks &MortarThe Anatomy of a PageChanging Your Cover PhotoChanging Your Profile PictureAdding an AdministratorSetting up a Unique URLPostingInfo and MediaFormatting Posts andCommentsPosting an EventRainbows & ButterfliesMeasuring the Success of YourCampaignUsing the Activity LogMonitoring Facebook InsightsPost FrequencyTime of Day for PostingPosting IdeasGenerating FansOther Social MediaDemographicsChoosing Additional PlatformsTying it All TogetherOutsourcing Social MediaResponsibilitiesRunning a ContestMeet Facebook TimelineFacebook made the change to Timeline for people to better tell their ‘story.’ TheTimeline feature allows a user to look at a person’s or business’s profile through theyears.
    • 1FACEBOOK FRENZY - QUICK REFERENCE GUIDETerminology Match Up— A page meant to represent a single individual, has the ability to invite"friends," 5,000friend maximum. Public access is limited.— A public profile specifically created for businesses, brands, celebrities, causes, and otherorganizations. The page reaches out to a community of "fans" - which are people whochoose to "like" a page. Pages can gain an unlimited number of fans.— A page created for an organization or business to promote activities. Users can join thegroup and post their thoughts on a wall and interact through discussion threads.While Facebook groups were the main way for businesses to bring users together andhave discussions for many years, the introduction of fan pages (which later became "like"pages) in 2007 changed this.— The area on a profile or page where friends and “fans” can post their thoughts, views, orcriticisms for everyone to see. Walls also incorporate the news feed, displaying updatesmade by the user such as statuses, links, pictures, and other recent activity.— The comments or photos posted to your Facebook wall.— A constantly updated list of friends’ Facebook activity now integrated with walls. Newsfeeds highlight information that includes profile changes, upcoming events, and birthdays,among other updates.— Followers of a personal profile, "Friending" someone is the act of sending another user afriend request on Facebook.— To remove a user from ones friends is referred to as "unfriending" by Facebook, this doesnot notify the user but disables their status updates from displaying on your wall.— A way to "give positive feedback and connect with things you care about", users can "like"status updates, comments, photos, and links posted by their friends, as well as adverts, byclicking the "Like" button at the bottom of the content. This makes the content appear intheir friends News feeds.— A group of users who have “liked” a particular page, affirmatively stating their affinity forthe page.— This user segment (aka “Friends”) is defined as those who are not explicitly brand Fans butwho are exposed to brand impressions through a Friend who is a Fan of a particularbrand.— Photos will always be the first app, but you are able to choose three additional apps tohighlight on your page. You can have up to 12 apps total including: Questions, Videos,Platform (allows access to a set of API’s and tools developed by 3rdparty developers),Places, Notes, Marketplace and Events.— Important dates in company history. I.e. when the company was founded, launch of newproducts, etc.— Statistics that are tracked for you by Facebook. These stats vary from the number ofpeople talking about your Page to the number of people your stories reached.— A status is usually short and generally gives information without going into too muchdetail. When a status is updated, it posts on the users personal wall, as well as in thenews feeds of their friends.— A response to a status.— A new feature as of March 2013designed to improve conversations. Offersthe ability toreply directly to comments left on Page content and start conversation threads, making iteasier to interact directly with individual readers and keep relevant conversationsconnected.— A paid advertising tool allowing you to bumps it higher than it would otherwise appear inyour audiences news feeds.a) Promoting a Postb) Storyc) Personal Profiled) Walle) News Feedf) Friendsg) Likingh) Groupi) Fansj) Appsk) Unfriendingl) Milestonem) Statusn) Pageo) Friends of Fansp) Commentq) Replyr) Insights
    • 2FACEBOOK FRENZY - QUICK REFERENCE GUIDETerminology Personal Profile –A page meant to represent a single individual, has the ability to invite"friends," 5,000 friendmaximum. Public access is limited. Page – A public profile specifically created for businesses, brands, celebrities, causes, and other organizations.The page reaches out to a community of "fans" - which are people who choose to "like" a page. Pages can gainan unlimited number of fans. Group– A page created for an organization or business to promote activities. Users can join the group and posttheir thoughts on a wall and interact through discussion threads. While Facebook groups were the main way forbusinesses to bring users together and have discussions for many years, the introduction of fan pages (whichlater became "like" pages) in 2007 changed this. Wall– The area on a profile or page where friends and “fans” can post their thoughts, views, or criticisms foreveryone to see. Walls also incorporate the news feed, displaying updates made by the user such as statuses,links, pictures, and other recent activity. Story – The comments or photos posted to your Facebook wall. News feed– A constantly updated list of friends’ Facebook activity now integrated with walls. News feedshighlight information that includes profile changes, upcoming events, and birthdays, among other updates. Friends – Followers of a personal profile, "Friending" someone is the act of sending another user a friendrequest on Facebook. Unfriending – To remove a user from ones friends is referred to as "unfriending" by Facebook, this does notnotify the user but disables their status updates from displaying on your wall. Liking– A way to "give positive feedback and connect with things you care about", users can "like" statusupdates, comments, photos, and links posted by their friends, as well as adverts, by clicking the "Like" button atthe bottom of the content. This makes the content appear in their friends News feeds. Fans – A group of users who have “liked” a particular page, affirmatively stating their affinity for the page. Friends of Fans – This user segment (aka “Friends”) is defined as those who are not explicitly brand Fans butwho are exposed to brand impressions through a Friend who is a Fan of a particular brand. Apps – Photoswill always be the first app, but you are able to choose three additional apps to highlight on yourpage. You can have up to 12 apps total including: Questions, Videos, Platform (allows access to a set of API’s andtools developed by 3rdparty developers), Places, Notes, Marketplace and Events. Milestone – Important dates in company history. I.e. when the company was founded, launch of new products,etc. Insights – Statistics that are tracked for you by Facebook. These stats vary from the number of people talkingabout your Page to the number of people your stories reached. Status– A status is usually short and generally gives information without going into too much detail. When astatus is updated, it posts on the users personal wall, as well as in the news feeds of their friends. Comment– A response to a status. Reply– A new feature as of March 2013designed to improve conversations. Offersthe ability to reply directly tocomments left on Page content and start conversation threads, making it easier to interact directly withindividual readers and keep relevant conversations connected. Promoting a Post – A paid advertising tool allowing you to bumps it higher than it would otherwise appear inyour audiences news feeds.
    • 3FACEBOOK FRENZY - QUICK REFERENCE GUIDEThe Anatomy of a Page132456789AdminpanelOnly seenby the Admins, aquick overviewof the pageactivity,messages,insights, etcMini TimelineSimple way tojump back inyour postedbusiness historyProfile ImageSquare image ofyour logo or photo,no bigger than180px by 180pxCover ImageThis is the best opportunity tomake a visual impact with yourpage. Select something thatlooks great and really showsoff your brand, no bigger than851px by 315px.(See changingcover image for restrictions.)AboutThis is a short write-upthat catches people’sattentions and sums upwhat the business does.Adding a link to yourwebsite is a great idea toto maximize click-throughs to your site.Apps - Photos will always be the first app, but you are able to show differentcompanies your business likes, a map, how many people ‘like’ your page,etc. Only apps show, but you are able to have up to 12!Posts by Others- Recentposts (comments) collectedinto a single boxLikes - If your business‘likes’ other pages, theyare displayed here.Recommendations – When othersvisit your page, they are able toleave comments so others knowwho recommends your business.9
    • 4FACEBOOK FRENZY - QUICK REFERENCE GUIDEDefine Your Social Media GoalsWhy are you investing time in participating and building a social media campaign?Outcomesofasuccessfulcampaign.Your Business Social Media Goal:00Changing Your Cover PhotoThis is your first opportunity to make a visual impact with your page. Select something that looks great and really showsoff your brand, no bigger than 851px by 315px.Do NOT include (Per Facebook’s Request) Price or purchase information Contact information Any reference to Facebook features. I.e. share or like A call to action; such as “get it now” or “tell your friends”Step by Step1. Hover over the cover photoand click the Change Coverbutton that will appear inthe bottom right corner.2. Choose from Photos that arecurrently uploaded to yourFacebook account or uploada photo. Remember, thecover photo cannot be morethan 851px by 315px.Increase GrowthBuilding CredibilityBuilding RelationshipsRise in SEOPromotionsLead GenerationExposure & Branding
    • 5FACEBOOK FRENZY - QUICK REFERENCE GUIDEChanging Your Profile Picture1. Hover over the picture in the bottom left corner of the CoverPhoto and click Edit Profile Picture.2. Select if you would like to choose from your photos onFacebook, Take a Photo with your webcam or Upload Photo.3. Edit Thumbnail gives you the ability to move the photo to makeit look correct for all to see.Adding to your timeline in the pastWas there an important Milestone thathappened in your business before you hadFacebook that you want your fans to knowabout? The Timeline feature allows you topost in the past!1. Select the Event, Milestone +2. Fill out the information, so yourfans know about the Milestone.Even add a photo to spruce it up!Adding an AdministratorAdmin Panel -> Edit page tab -> Admin Roles -> Type in email address and select role of new admin -> SaveTypes of Admins: Manager: Can manage admin roles, send messages andcreate posts as the Page, create ads and view insights Content Creator: Can edit the Page, send messages andcreate posts as the Page, create ads, and view insights Moderator: Can respond to and delete comments onthe Page, send messages as the Page, create ads, andview insights Advertiser: Can create ads and view insights Insights Analyst: Can view insights
    • 6FACEBOOK FRENZY - QUICK REFERENCE GUIDESetting Up a Unique URL for Your Facebook PageFacebook’s unique URL’s are given out on a first-come, first-served basis. Once you pick a name, it’s yours for life, youcan’t reset it.1. Go to www.facebook.com/username.2. Select which page you would like to have a unique URL and Check Availability.You’ll have to use at least five characters.3. If the username is available, click Confirm to confirm your choice.PostingInformation, Photos or VideosPhoto/Video1. Click the Photo/Video button2. Select the Photo/Video tab andwhere you will upload thephoto/video from3. Click Browse to upload your file ifuploading4. Enter your description5. Click the Post buttonStatus1. Click in the “What’s on your mind?” box andbegin typing. The information that can go here isthe special for the month, any news from thebusiness or anything that you feel the Fans ofthe business would like to know.2. Be sure to Post when finished.
    • 7FACEBOOK FRENZY - QUICK REFERENCE GUIDEFormatting Posts&CommentsFormatting & Editing CommentsHover over the commentand a light blue X will appearin top right corner. Click to view the options.Highlighted on Page: Highlight this content bydisplaying it across both columns in Timeline.Allowed on Page:The comment will be shownon page till removed or no action is selected.Hidden from Page: The comment will behidden from the public view, but not deleted.Delete: The comment will be deleted fromFacebook.Report/Mark as Spam: If a comment isoffensive or spam, select this to report toFacebook.Formatting, Editing & Organizing PostsHighlighting Posts:Highlight the posts for special offers,important announcements or stories by making themlarger and more visible.Hover over the post and select the star.This is what it will look like before being highlighted:After highlighted: The post will span across both columnsinstead of in one box.
    • 8FACEBOOK FRENZY - QUICK REFERENCE GUIDEEdit a postClick the pencil next to the highligh star to see editingoptionsPin to Top: The post will be at the top of theTimeline for seven days. This is good when youhave a special, announcement or exciting news totell your fans.Change Date: You have the ability to make thepost show up in the past or future after posting it.Add Location: If your business is at a conferenceor somewhere really neat, this allows you to addthe location so your fans know where you are.Hide from Page: The post will no longer be shownon the page but is not completely gone.Delete: The post will be completely removed fromFacebook and not to be returned.Organize your postsHelp people identify the most important content on your Page:Pin: Make your most important post stay at the top of your Page for 7 daysStar: Highlight important stories by making them larger and more visibleHide: Hide posts that may no longer be relevant or just arent as engagingSchedule your postsManage your time by preparing posts in advance andscheduling when theyll show on your Page. From your Pagessharing tool:1. Click the clock icon in the lower-left of the sharingtool.2. Choose the future year, month, day, hour andminute when youd want your post to appear.3. Click Schedule.Posting a status in the past1. Just like blogs, Facebook allows you to post information now that looks like it was posted, weeks, months oryears ago.2. Type in your status and before adding the post. Select the small clock in the bottom corner.3. Add year will appear, and you select the year, month and day you would like it to show. Then post!
    • 9FACEBOOK FRENZY - QUICK REFERENCE GUIDEPosting an EventIf your business is having an event that you want your fans toknow about, Facebook allows you to make that event and inviteyour fans and friends to attend!1. Select the Event, Milestone + tab and chooseEvent.2. Fill out the desired fields.Show guest list: This will show all of the gueststhat have RSVP’d to your event.Only admins can post to the Event wall:Thosewho have RSVP’s cannot comment on the event’swall.3. Click Create.Comments and RepliesA new feature designed to improve the quality of conversations onPages. You can now reply directly to comments left on your Page andstart conversation threads. The most active and engaging conversationswill be shown at the top of your posts.You can opt-in to Replies from the Page admin panel in the ManagePermission section. All Pages will have this feature enabled on July 10,2013. Replies are available on desktop and we plan to make it availableon mobile in the future.Benefits for your PageEasier for you to interact with individual people and keeprelevant conversations connected.Ensures that people who visit your Page will see the bestconversations.
    • 10FACEBOOK FRENZY - QUICK REFERENCE GUIDEPost ReachEdge RankFacebook views all input as “objects”. Updates, pictures, videos, etc., are all objects for Facebook to consider. EdgeRank is the algorithm that Facebook uses to determine which of those objects are the most important for your sphere ofinfluence to view. Edge rank determines which is most important by the following: Affinity, Weight and Time.Affinity: The more you interact with a person or brand, viewing their page, liking their comments the moreaffinity you have with that particular page or profile.Weight: This is how much Facebook perceives your object will be looked at: Photo/Video is highest, followed byLinks then status updates. Comments on any particular object also add weight, the more comments the heavierthe object.Time: The older a post is the less likely it is to display in a news feed.When you post a status update, photo or video it will be displayed on your fans pages sorted by Edge Rank. If otheritems are deemed to be more important than your object then it may be displayed below the other items. If a fancomments on your object it may be promoted to those who are also friends with that person and fans of your page andit may also be displayed on friends of your fans pages. Clear as mud? Let’s look at an example.Example: AnnaAnna attended a wedding this week and all of her friends are posting about it.Because of this engagement from her friends, they will be shown in her news feed.As a result, your business Page post may not appear organically or will appear below all of these friend stories.But, you can promote your posts to appear higher in Anna’s news feed than they would have organicallyPromoting a PostPromoting your post is an easy way to reach more of the peoplewho like your Page and their friends in their news feed on desktopand mobile. Promoting a post simply bumps it higher than it wouldotherwise appear in your audiences news feeds. Promoting costsstart at $5.00.Increase the likelihood that people will:See your message in their news feedBecome aware of your businessRespond to your offer or sales promotion
    • 11FACEBOOK FRENZY - QUICK REFERENCE GUIDEMeasuring the Success of Your CampaignHow will you measure? Number of hits to your website Fan/Friend/Follower head count Revenue SEO rankingsUsing the Activity LogThe Activity Log gives you a complete list of posts and activity from today back to when your business page started onFacebook. You are able to see the connections made (liked a page), adjust privacy and decide if the story/comment is onthe timeline. The Activity Log helps you to keep track of everything done, so you can keep track of what information isposted to your Facebook Page.In order to use the Activity Log, you must be logged in as yourself. Then, youcan click through your business’s activity log.1. Click ‘Edit Page’ and then ‘Use Activity Log’.2. You have the ability to filter the information by content type byclicking the dropdown menu titled ‘All’.Monitoring FacebookInsightsInsights overview - those who have anactive account, look at Insights andthink of ways they can improve. WithPage Insights, you can: Assess your Page’sperformance Learn which content resonateswith your audience Optimize how you publish toyour audience, so people willtell their friends about youFor example, you can look at each ofyour posts and see the ones that aregetting the most virality, or how likely aperson is to share something aboutyour posts. This is a great sign for howpeople will react to what you post. Postmore of this type of content if youwant to increase the number of peopletalking about you.
    • 12FACEBOOK FRENZY - QUICK REFERENCE GUIDEPost FrequencyHow frequently you should post is a metric between number of posts, impressions and comments. To gain the mostexposure and not annoy your fans post each time your recent status update stops showing up on your fans’ News Feeds.Each page is different. To learn more about how often to post and how long your posts remain in a users Timeline,consider reading the following article: http://mashable.com/2011/10/26/time-facebook-posts/.The graph to the left, fromEdgeRankChecker.com, depicts themetrics from a Facebook page. Thisparticular page experiences highestlevels of engagement at two posts perday. This number of posts yields thebest links and impressions. Note: at fourposts per day, the average number ofimpressions and comments dropconsiderably.This is different for each business. Forexample,MayeCreate only posts onaverage one time per week.Time of Day for PostingA study performedby the social media management company Virtue in 2010analyzed data from 2007 to 2010 and foundthe following: The three biggest usage spikes tend to occur on weekdays at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET. The biggest spike occurs at 3:00 p.m. ET on weekdays. Weekday usage is pretty steady. However, Wednesday at 3:00 pm ET is consistently the busiest period. Fans are less active on Sunday compared to all other days of the week.Peak Activity 3PM Wed Most CommentsMon Most Posts
    • 13FACEBOOK FRENZY - QUICK REFERENCE GUIDEWhat to PostYou don’t just have to post about what you do.You do haveto post about topics that interest your audience.Post information that is highly engaging.One Facebook analysis suggests each incremental day of publishing branded content from the Facebook Page increasesthe reach among Fans by approximately 2.5 percent. Of course, brands must also take care to ensure that the contentand frequency of publishing aligns with the expectations of their Fan base, and does not result in annoyed or disengagedFans.Posting Quality Content Are you promoting or conversing?o Social media is about building a relationship.Selling constantly and never bonding does notbuild relationships Are you contributing too little or over contributing?o Everyone likes a chuckle or a helpful hit but steerclear of continually talking about mundane tasks.o Posts between 100 and 250 characters get about60% more likes, comments and shares Are you keeping true to company culture?o If you’re formal everywhere else, keep yourconversation formal yet inviting in social media.Don’t change your persona. Stay positive. No one likes a whiner. Make it visually stimulating, Photo albums, pictures, andvideos get 180%, 120%, and 100% more engagementrespectivelyPosting Inspiration Ideas Subscribe to RSS feed of other popularblogs in your industry. Keep a list of FAQ from clients/prospects. Share photos, video, events and eventsummaries. Share testimonials. Check out your competition and those youadmire. Post summaries explaining current eventsor technological advances in your industry. Feature clients. Post about industry specific controversy.Additional Ideas:Building Your Fan Base Use social media icons on your website linking to yourbusiness Facebook page allow current customers withFacebook to become fans of your business at any point Invite your current Facebook friends to fan your Page Give information only through your Facebook Page in aneffort to entice fans to sign up Offer a discount or coupon if clients or prospects fanyour Page Place Facebook ads Invite your email subscribers Add to your email signature block Display a sign at your store or business Write awesome content, so people will like andcomment and you’ll show up on their wall
    • 14FACEBOOK FRENZY - QUICK REFERENCE GUIDEOther Social Media Outlet DemographicsMedia by GenderUser Eduction Level by MediaGraduate DegreeBachelors DegreeSome CollegeHigh SchoolLess than HighSchoolAverageAgeofUsersByMediaAverageUserIncomebyMedia
    • 15FACEBOOK FRENZY - QUICK REFERENCE GUIDESelecting Additional Social Media OutletsWhy choose more than one? Able to attract different demographics Allows you to network in different settings Utilizing the different sites will help build your SEO due to information linkingback to your websiteWhich social media will you use?Day Never WeekMonthDay Never WeekMonthDay Never WeekMonthDay Never WeekMonthDay Never WeekMonthWhen will this fit into your schedule?Morning  Evening Lunch Pre-ScheduleHow much time will it take?Beginners usually spend between 1–5 hours per week.Example Routine Three minutes per day per item:o Check for Twitter chatter about yourcompany and its competitors.o Log in to Facebook to scan your wall andcomments.o Scan Google News and Google Reader forimportant articles.o Filter and flag relevant industry-relatedLinkedIn questions. Schedule time to write a blog post one day aweek.o Maybe it is a reward to do something funon Friday?o Maybe it is a great way to start the week? Schedule time to post to each social mediaplatform.Your Anticipated Routine:
    • 16FACEBOOK FRENZY - QUICK REFERENCE GUIDETying it all togetherPosting all at once Consider writing multiple posts at once, place them in your blog and set them to publish in the future Ping.fm: An update on Ping.fm pushes the update to different social websites at once. If you are using multiplesocial media networks for your business, this allows you to update all of the statuses at one time. Nimble.com: Nimble allows you to unify all your contacts, calendars and conversations from Twitter, Facebook,LinkedIn and Google into one place. It unifies your social streams and conversations from Facebook, LinkedInand Twitter, allowing you to interact with multiple media platforms at once. TweetDeck.com: With TweetDeck, you can organize your Twitter accounts and push tweets to other socialmedia. It provides an easy way to update your Facebook and Twitter at the same time.Plugins to push your blog to Twitter and Facebook WordPress to Twitter:This plugin will send a tweet to your account when you update your blog. WordPress to Facebook:We have used FT FacePress II in the past and also recommend Networkedblogs.com,http://www.networkedblogs.com/.Be sure you are logged out of Facebook before setting up your website.(Saved in User Guides - Client)Plugins that pull Facebook and Twitter infoback into WordPress Official Facebook Plugin:http://wp.smashingmagazine.com/2012/01/19/facebook-twitter-google-wordpress/ Twitter:https://twitter.com/about/resources/widgets/widget_profileSocial media buttonsAllow others to friend you on Facebook, share each post, subscribe to your RSS feed and more.When visitors click on this Facebook button,they’renot liking your business but the specific informationyou’ve posted. This is great for your SEO, because itshows Google you share quality content others like.Installing the WordPress Plugin1. Search for Twitter Facebook Social Share in Wordpress Dashboard > Plugins > Add New2. Install, activate and customize by going to Settings >TF Social Share3. So many settings! Pick the icons you’d like to allow visitors to share and more.
    • 17FACEBOOK FRENZY - QUICK REFERENCE GUIDEOutsourcing Social Media ResponsibilitiesAverage salary for Missouri: $48,000 for a full-time Social Media AnalystPros Their main focus is getting the business name and information out to those followers Direct control over messages, posts and branding Creates buzz around the office for campaigns and employees themselvesCons Expense for the business to publicize, hire, train and pay them full-time. Who takes care of the social media sites when they are sick? Vacation? Lack of Expertise – those are truly good at social media and know how to fully utilize all that it has to offer for abusiness, aren’t going to work for a single business when they can work for a firm and work for multiplecompanies and make more moneyRunning a Contest on Facebook Facebook’s Promotions Guidelines, at https://www.facebook.com/page_guidelines.php#promotionsguidelines,outlines their rules around running promotions. A “Promotion” is any campaign where a winner is selected. Thisincludes sweepstakes where a winner is awarded a prize on chance and contests where a winner is awarded aprize on the basis of skill or being judged on specific criteria. Facebook suggests promoting the contest on your wall, but when it comes to the actual contest referring yourfollowers back to your website.