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Driving Readership with Facebook


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This presentation explores the basics in how to drive traffic to your news website using Facebook. It looks closely at website integration and edgerank optimization.

Published in: Technology, News & Politics
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Driving Readership with Facebook

  1. 1. Driving Readership withFacebook<br />Noah Echols<br />Digital Media Manager<br />Clay Duda<br />Digital Media Specialist<br />
  2. 2. Who Are We?<br />Noah EcholsDigital Media Manager, Center for Sustainable Journalism<br />Clay Duda Digital Media Specialist, Center for Sustainable Journalism<br />
  3. 3. Why is Facebook Important?<br />Largest social network to ever exist (800m)<br />Front page of the web<br />CNN did a study and found that 75% respondents got their news from social networking sites or through email.<br />Consumers don’t find the news; news finds them.<br />
  4. 4. Accounts, Groups, Pages<br />?<br />
  5. 5. Accounts and Groups<br />Accountsare for individual users.<br />Groups<br />are intended for private discussions. Typically small, localized, specific.<br />
  6. 6. Pages<br />For organizations to stay in constant contact with fans.<br />Updates appear in the newsfeed of anyone that “likes” your page.<br />Functions like an individual account.<br />Set multiple administrators.<br />Interact with users as your page or as an individual.<br />
  7. 7. JJIE.orgFacebook Page<br />
  8. 8. Subscriptions<br />New option recently rolled out<br />Intended for public individuals<br />Strategic for journalists<br />
  9. 9. Edgerank Optimization<br />
  10. 10. What is Edgerank?<br />Facebook’s algorithm for determining what shows up in a user’s feed.<br /><ul><li>As important to visibility as SEO.
  11. 11. Formula is secret, but there are some tips to increase visibility:</li></li></ul><li>Most Important Thing About Edgerank:<br />Get people to interact with your posts!<br /><ul><li>Three functions: affinity, time, and weight.
  12. 12. Affinity is based on the number of interactions your fans have with your content.
  13. 13. Time is how long its been since a user interacted with your content.
  14. 14. Weight is a way of prioritizing the types of actions a person takes on your content.</li></li></ul><li>Post at Peak Times<br />Different studies say different things.<br />Varies according to audience.<br />We’ve found mid-morning, mid-afternoon, after dinner work best.<br />Different types of content will play well at different times.<br />Experiment, watch insights.<br />
  15. 15. Post Frequently<br />Reports suggest frequent posting gets highest engagement rates.<br />Find balance between too much and too little, but realize you can’t please everyone.<br />We offer 3 levels of frequency: <br />Twitter several times per hour. <br />Facebook several times per day. <br />E-mail once per week.<br />
  16. 16. Post Strategically<br />Reports suggest that keywords “where,” “when,” “would,” “should” get a higher number of engagements.<br /><ul><li> Photos get the most engagement.
  17. 17. Interact with fans, be social!
  18. 18. Use apps for trivia, games, polls, etc.
  19. 19. Relate to current events.</li></li></ul><li>Important information on Contests<br />Facebook has very strict rules about contests. <br />It is important to understand their TOS before running a contest.<br />Two Resources<br /><br /><br />
  20. 20. Insights<br />
  21. 21. Getting to Know Your Audience<br />Insights is Facebook’s free analytics tool.<br /><br />Learn demographic information.<br />Track engagement levels to test strategy.<br />
  22. 22. Insights<br />
  23. 23. Insights<br />
  24. 24. Website Integration<br />
  25. 25. What are all these buttons?<br />Like button automatically posts to the user’s profile a recommendation for their friends.<br />Recommend button is the same as the Like button with a different verb.<br />Share button gives more control over what gets posted to profile.<br />Send button allows users to post content to groups or via email.<br />go to<br />
  26. 26. Which one(s) should we use?<br />It depends on your social strategy.<br />Having at least one is vital.<br />The send button is convenient for some users but will get less use and limited reach.<br />
  27. 27. Buttons<br />
  28. 28. Are there more Facebookplugins?<br /><br />Facebook offers a whole host of tools to make your website more social.<br /><br />Easy way to display your Facebook page on your website.<br />
  29. 29. Plugins<br />
  30. 30. Badges<br />
  31. 31. Facebook Increases Return Visitors<br />The more you integrate Facebook into your website, the higher your return visitor numbers will grow<br />But don’t add features that your audience won’t/can’t use.<br />
  32. 32. 5 Key Takeaways<br />Know your audience <br />Integrate sharing opportunities into your website<br />Create a Facebook strategy and track it with Insights<br />Post strategically for target audience<br />Optimize for Edgerank (affinity + weight + time)<br />
  33. 33. Facebook Changes<br />Facebook 3.0 design changes<br />“Frictionless Sharing”<br />Subscriptions<br />
  34. 34. Additional Resources<br /><br />Step-by-step guide to creating pages.<br /><br />A host of tools to make your website more social.<br /><br />Easy way to display your Facebook page on your website.<br /><br />Reporting tips, tricks and other helpful links.<br /><br />Analytics for your Facebook page.<br />
  35. 35. QR to slideshare version<br />Questions?<br />