Social 101 Facebook

Facebook!Social 101 ClassMarcus NelsonDirector of Social Media

O hai. @marcusnelson Director of Social Media @marcusnelson #fbclass

Today’s Agenda   Why do people share?   Facebook is big   The basics   Fan pages   Fans equal value   Edge Rank   Social plugins   Q&A @marcusnelson #fbclass

Why do people share @marcusnelson #fbclass

Motivations for sharingsource:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org @marcusnelson #fbclass

@marcusnelson #fbclass

In other words… @marcusnelson #fbclass

Facebook is big @marcusnelson #fbclass

Facebook is consuming people’s time @marcusnelson #fbclass

Facebook is the largest login provider @marcusnelson #fbclass

The basics@marcusnelson #fbclass

Facebook glossary Profile = Your page, contains info, photos, videos, and list of your friends, or whatever else you choose to include. Post = Message of 420 characters or less. Wall = Where you & friends post to your profile. ‘like’= Button used to indicate appreciation, affiliation, or acknowledgement without having to add comment. News Feed = Continuous stream of updates. Fan Gate = Page requiring a ‘like’ in order to gain further value, content, of information. @marcusnelson #fbclass

What does ‘like’ actually do Replaces the old “Become a Fan” Replaces “Share” by auto-posting to your wall @marcusnelson #fbclass

Fan Pages@marcusnelson #fbclass

Harsh truth… @marcusnelson #fbclass

So what’s the value? @marcusnelson #fbclass

Source: http://pagelever.com @marcusnelson #fbclass

Fans equal value @marcusnelson #fbclass

Start by making them fans @marcusnelson #fbclass

This is why we need the ‘like’ Getting posts into the newsfeed is critical to building impressions @marcusnelson #fbclass

Source: http://pagelever.com @marcusnelson #fbclass

Edge Rank@marcusnelson #fbclass

Edge Rank is Facebook’s algorithm Ranks on relevancy Shows 3-5 most interesting posts (FB randomizes it slightly so it doesn’t seem so stalkerish) Most fans NEVER see your status updates @marcusnelson #fbclass

How does Edge Rank work? Time decay – as time passes, stories lose points Affinity score – comments & likes add points my comments are worth more than my friends comments are worth more than non-friend comments The native “Edge” score – eg, photos have a default score that’s different than text @marcusnelson #fbclass

Can’t SPAM it as hard as you may try EdgeRank is between an object and a user – unlike SEO, EdgeRank score is different for each user No such thing as generic “Edge Rank score” – the architecture of the algorithm makes it impossible Real-time score – competes with everything in newsfeed… as long as a status update is in the top 3-7 posts, you’ll probably be shown until time decay reduces points OR other posts push you out Note: Mobile uses “Most Recent” which makes up 30% of users @marcusnelson #fbclass

You CAN optimize your content Posting time – Saturday mornings are best Content – Does it connect with people. Format (text/photo/video/link) – Video/photo works best Localization – Target “become-a-fan” ad campaigns at friends of your fans @marcusnelson #fbclass

Optimal days to post @marcusnelson #fbclass

Readability — speak in simple language @marcusnelson #fbclass

Linguistic content — sex sells! @marcusnelson #fbclass

Most sharable words @marcusnelson #fbclass

Least sharable words @marcusnelson #fbclass

Video performs better on Facebook @marcusnelson #fbclass

Social Plugins@marcusnelson #fbclass

Like button @marcusnelson #fbclass

Send button @marcusnelson #fbclass

Comments @marcusnelson #fbclass

Activity feed @marcusnelson #fbclass

Recommendations @marcusnelson #fbclass

Like box @marcusnelson #fbclass

Login button @marcusnelson #fbclass

Registration @marcusnelson #fbclass

Live stream @marcusnelson #fbclass

Q&A@marcusnelson #fbclass

Kraig’s points for discussion   FB platform   FB connect, what’s "login w/ FB", why do people use it   What are social plugins....   How are companies (that are not publishers like zynga) managing a brand and presence on FB?   what are best practices? @marcusnelson #fbclass

Thank you@marcusnelson #fbclass

Sources   University of Pennsylvania http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/ index.html?inline=nyt-org   Jeff Widman of http://pagelever.com   12 Awesome Facebook Stats, Charts & Graphs http://www.slideshare.net/HubSpot/12-awesome-facebook-stats-charts-graphs   Science of Facebook Marketing by Dan Zarrella http://www.slideshare.net/HubSpot/science-of-facebook-marketing-by-dan-zarrella @marcusnelson #fbclass

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Social 101 Facebook

by Marcus Nelson

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Social 101 Facebook Presentation Transcript