Facebook Changes and What They Mean to You


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Presentation I gave at the annual NARPM convention.

Brochure description: No other social media platform owns consumer engagement like Facebook. This year, the social media giant announced two major changes to its platform that could greatly impact the way rental housing professionals use Facebook: the introduction of Graph Search and a major over haul of News Feed. On the surface, the changes seem like a win-win for users, but they could end up being a mixed bag for marketers and rental housing professionals. This session will explain what these changes are and how they impact the property manager. You will also learn several steps you can take to optimize your Facebook page for Graph Search and News Feed.

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Facebook Changes and What They Mean to You

  1. 1. FACEBOOK CHANGES Michael Cunningham Social Media Manager, RealPage RealPage is a registered trademark of RealPage, Inc. This presentation also contains additional trademarks and service marks of ours and of other companies. We do not intend our use or display of other companies’ trademarks or service marks to imply a relationship with, or endorsement or sponsorship f us by, these other companies. This material is provided for informational purposes only and is not, nor it is intended to be, legal advice. The opinions expressed herein are those of the author and do not necessarily reflect the positions of RealPage, Inc.
  2. 2. • Social Media Manager About Me (ie., I play on Facebook all day) • Managing Editor of the RealPage blog network • Property Management Insider • Involved with Greyhound rescue.
  3. 3. • Graph Search Agenda • News Feed • Optimizing Content for Graph Search & News Feed • Test Everything with Insights • Four Ways to Keep Up with Facebook Changes
  4. 4. It’s Not that I Dislike Facebook
  5. 5. Facebook Makes Me Grumpy
  6. 6. This is Not a Deep Dive
  8. 8. Graph Search
  9. 9. Graph Search Typing “Apartments in Boston my friends like” into Google
  10. 10. Graph Search Typing “Apartments in Boston my friends like” into Facebook
  11. 11. Graph Search Now Includes: • Status updates • Photos • Check-ins • Comments • Location Data
  12. 12. Current Graph Search
  13. 13. New Graph Search
  14. 14. New Graph Search
  15. 15. Advantages to Marketers • Monitoring Facebook posts about events they're running. • Researching product usage. • Identifying content opportunities based on the interest of their most enthusiastic Facebook Fans. • Tracking brand mentions by influencers. • And lots and lots of other things!
  16. 16. NEWS FEED
  17. 17. Facebook News Feed
  18. 18. Facebook News Feed
  19. 19. Story Bumping
  20. 20. How Story Bumping Works • Used to be Called Edge Rank • News Feed algorithm responds to signals from you: • The number of likes, shares, and comments a post receives from the world at large and from your friends in particular • How much you have interacted with this type of post in the past • How often you interact with the friend, Page, or public figure who posted • Whether or not you and other people across Facebook are hiding or reporting a given post.
  21. 21. Last Actor
  22. 22. Last Actor
  24. 24. How to Optimize for Graph Search • Make sure your Facebook profile is complete and • • • • accurate Add geo-targeting data Post engaging content and get people talking Grow your fan base Encourage brand evangelists to share content
  25. 25. Facebook is Like Google
  26. 26. What Counts as Quality Content? • Is this timely and relevant content? • Is this content from a source you would trust? • Would you share it with friends or recommend it to others? • Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g., asking for people to like the content) • Would you call this a low quality post or meme? • Would you complain about seeing this content in your News Feed?
  27. 27. Examples of Bad Facebook Posts • “Click Like if you think daffodils and rainbows are awesome. Share if you think Unicorns and rainbows are better.” • Asking inane questions: “Red or Blue?” • Watch out for polarizing subjects: politics, religion, etc. • Tying your Twitter feed to your Facebook Page News Feed
  28. 28. Examples of Good Facebook Posts • Anything that your target audience will find relevant, useful, or funny: • Asking thought provoking questions: “What do you think • • • • of institutional players getting into the single-family space?” Share best practices Ask opinions Photos or memes that deal with subjects important to your fans Links to articles, videos, or websites that will help your audience do their jobs better.
  29. 29. Examples of Good Facebook Posts
  30. 30. How Do You Know It’s Working?
  31. 31. INSIGHTS Test Everything.
  32. 32. Facebook Insights
  33. 33. Facebook Insights
  34. 34. Overview
  35. 35. Overview
  36. 36. Overview
  37. 37. Likes
  38. 38. Total Page Likes
  39. 39. Net Likes
  40. 40. Where Your Likes Came From
  41. 41. Reach
  42. 42. Post Reach
  43. 43. Likes, Comments & Shares
  44. 44. Hide, Report as Spam, and Unlikes
  45. 45. Total Reach
  46. 46. Visits
  47. 47. Page & Tab Visits
  48. 48. Other Page Activity
  49. 49. External Referrers
  50. 50. People
  51. 51. People Reached
  52. 52. People Engaged
  53. 53. Posts
  54. 54. When Fans Are Online
  55. 55. Post Types
  56. 56. Link Post
  57. 57. Status Update
  58. 58. Status Update
  59. 59. Post Types
  60. 60. All Posts Published
  61. 61. Engagement Rate
  62. 62. Post Details Card
  63. 63. Insights Make Me Happy
  65. 65. Follow Facebook • Facebook for Business Page https://www.facebook.com/facebookforbusiness/news • Facebook Privacy https://www.facebook.com/fbprivacy • Facebook Media Room https://newsroom.fb.com/
  66. 66. Technology & Social Media Websites • TechCrunch Facebook Tag: http://techcrunch.com/tag/facebook/ • Mashable Facebook Tag: http://mashable.com/category/facebook/
  67. 67. Technology & Social Media Websites • Social Media Examiner www.socialmediaexaminer.com • HubSpot Social Media Tag http://blog.hubspot.com/marketing/topic/social-media/
  68. 68. Blogs that Follow Facebook All Facebook www.allfacebook.com Inside Facebook www.insidefacebook.com
  69. 69. Social Media Experts • Mari Smith www.marismith.com • Jay Baer www.convinceandconvert.com • Christopher Penn www.christopherspenn.com www.shiftcomm.com/blog/ • Amy Porterfield www.amyporterfield.com
  70. 70. QUESTIONS
  71. 71. THANK YOU michael.cunningham@realpage.com Twitter: @RealPageMichael SlideShare Link: