2. Creating A Facebook Content Strategy
1.Facebook Algorithm
2.Audience
3.Engaging Content
4.Analysis

3. Facebook Algorithm

4. Facebook Algorithm
U = Affinity Score = Relationship to YOU
W = Engagement (commenting, liking, sharing, friending/fan,
tagging, etc.)
D = Time (How long a post has been up, how many people are
still engaging, user login etc)

5. Facebook Audience

6. Facebook Audience
23 Minutes

7. Facebook Audience
57% are Female 43% are Male
46% of Facebook users are over the age of 45.

8. Facebook Audience
47% Make $50 - $99,000 Per Year
33% Make $25-$49,000 Per Year

9. Engaging Content
Post Engaging Content:
1. Comments by fans(Highest Edge Ranking)
2. Comments by fans friends and friends of friends
3. Likes
4. Shares
GOAL 5. Tagging

10. Engaging Content
90% of your content
should be photos

11. Engaging Content
Content only Examples
• "Click 'like' if you're excited that we just released our iPad app."
• "Fill-in-the-blank: All I want for Christmas is ___. Our latest Christmas special is X."
• "Yes/No: I brushed my teeth last night. We just announed a new brand of
toothpaste."
• "On a scale of 1-10, I think Obama is a great president. Watch this video of our
CEO shaking hands with Obama."

12. Facebook
Example of Facebook
Cover and Timeline
Consistent
Dynamic
Informational
Easy on the Eye
Social Butterfly Effect

13. Analysis
Facebook Insights
• Likes = # of People that like your Fan Page
• Talking About = People talking about you (liking and commenting)
• Viral Reach = How many people say the post
• Friends of Friends = Number of People you can ultimately reach organically
• Determine Engagement Rate = # of people talking about / # of likes
• 10%-16% is the average engagement rate for businesses