Driving Readership withFacebook<br />Noah Echols<br />Digital Media Manager<br />Clay Duda<br />Digital Media Specialist<br />
Who Are We?<br />Noah EcholsDigital Media Manager, Center for Sustainable Journalism<br />Clay Duda Digital Media Specialist, Center for Sustainable Journalism<br />
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 />
Accounts and Groups<br />Accountsare for individual users.<br />Groups<br />are intended for private discussions. Typically small, localized, specific.<br />
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 />
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.
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.
Affinity is based on the number of interactions your fans have with your content.
Time is how long its been since a user interacted with your content.
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 />
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 />
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.
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 />https://www.facebook.com/promotions_guidelines.php<br />http://www.socialmediaexaminer.com/facebook-promotions-what-you-need-to-know/<br />
Getting to Know Your Audience<br />Insights is Facebook’s free analytics tool.<br />http://www.facebook.com/insights<br />Learn demographic information.<br />Track engagement levels to test strategy.<br />
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 jjie.org<br />
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 />
Are there more Facebookplugins?<br />http://www.facebook.com/plugins<br />Facebook offers a whole host of tools to make your website more social.<br />http://www.facebook.com/badges<br />Easy way to display your Facebook page on your website.<br />
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 />
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 />
Additional Resources<br />http://www.facebook.com/business/pages<br />Step-by-step guide to creating pages.<br />http://www.facebook.com/plugins<br />A host of tools to make your website more social.<br />http://www.facebook.com/badges<br />Easy way to display your Facebook page on your website.<br />http://www.facebook.com/journalists<br />Reporting tips, tricks and other helpful links.<br />http://www.facebook.com/insights<br />Analytics for your Facebook page.<br />
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