1. Facebook Best Practices
Caryn Zengel
MedStar Health

2. Types of Content to Post
Content is KEY!
 Personal tone
 Short (Facebook is not a blog)
 Easy to read
 Informative
 Interesting
 Relevant
 Capitalize on holidays, seasons, trends, etc.

3. Types of Content to Post
70-20-10 Rule
 70% --
Valuable Information
 20% --
3rd Party Content
 10% --
Self-promotional

4. How to Plan Content
 Use an editorial calendar
 Use page insights for timing
 Schedule, when needed

5. How to Maximize Engagement
 99% of organic posts receive
little to no engagement
 Questions
 Feedback
 Contests
 Payoff:
 Reach
 Engagement
 Likes
 Web traffic
 Understand Facebook terms!

6. How to Maximize Engagement
Use Visual Content
 Use images with your post
 53% more likes and 104% more comments
 Real images best, stock ok
 Pixabay.com
 freedigitalphotos.net
 Proper sizing 503px by 503px
 iPiccy.com
 Pixlr.com
 Behind the scene, collages, action
shots, spontaneous shots, team photos
 1 to 1 ratio (text to image)

7. How to Maximize Engagement
 Pin posts to top of timeline
 Use Facebook as your page, and like and comment
on other pages’ posts
 Update cover photo
 Feature physicians, patients, staff or fans
 Don’t:
 Use ALL CAPITALS in your posts
 Brand posts
 Overuse “like and share”
 Like your own posts

8. Types of Advertising
Content in Front of More Users
 2-3% of fans see organic posts
 What’s your goal?
 Page Post Engagement
 Page Likes
 Clicks to Website
 Website Conversions
 Event Reponses

9. Very Important Reminders
 Respond to users in a timely manner
 67% expect a same day response
 Always be aware of how you’re using
Facebook
 Page versus yourself
 Never use a national disaster as a promotional
opportunity
 Understand and obey patient privacy laws

10. Questions?