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Mayo Clinic Social Media Residency: Facebook Best Practices

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Mayo Clinic Social Media Residency: Facebook Best Practices

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Mayo Clinic Social Media Residency: Facebook Best Practices

  1. 1. Facebook Best Practices @MakalaJohnson
  2. 2. 5 Things We’ll Cover 1) The 3 faces of Facebook 2) Preparing your Page 3) Content to Post 4) Monitoring/Engagement 5) Advertising
  3. 3. First stop…Privacy Checkup!
  4. 4. Personal Page Group
  5. 5. Groups vs. Pages? Which to use? Page: Posts on behalf of company Used to promote company/brand Cannot share/store files Always public…cannot be private Group: Posts on behalf of self Used for community within a defined group Can share/store files Can be public or private Can interact like “Friends” without being “Friends”
  6. 6. Facebook Group (closed)
  7. 7. Preparing Your Page Align goals with marketing objectives Your audience? Current patients? Potential patients? Both? Decide: hospital page vs. service line page Commit resources Use high resolution logo and header photo Get yours! Facebook.com/YourNameHere
  8. 8. Preparing Your Page
  9. 9. Claim your name at Facebook.com/Username
  10. 10. Great Profile and Cover Photos
  11. 11. Who are you?
  12. 12. Call-To-Action
  13. 13. Call-To-Action
  14. 14. Content to Post Develop a strategy for posting. Create categories of what to post Have a content calendar Use page insights for timing Create share-worthy posts Be brief Remember, yours is not the only time zone.
  15. 15. Best Practices Create categories to organize content strategy.  Health and wellness tips  Treatment options (video, blog, website)  Research updates (clinical studies, published studies)  News (within your organization)  Patient Stories  Health events in the community
  16. 16. Content: Think seasonal…
  17. 17. Content: Get Graphic…
  18. 18. Content: Seeing is believing…
  19. 19. Results: Look beneath the surface…
  20. 20. Best Practices Maximize content impact by using visuals: Use photographs with post Catches attention More Likes, Comments, Shares!
  21. 21. Photos: Go Big or…
  22. 22. …go home.
  23. 23. Content: Think Mobile
  24. 24. Best Practices Pay attention to sizing specs: Facebook.com/PagesSizesDimensions
  25. 25. Targeted Posts
  26. 26. Monitoring / Engagement We post this:
  27. 27. Monitoring/Engagement And this happens:
  28. 28. Monitoring/Engagement So we do this:
  29. 29. Understand Page Roles for Managers
  30. 30. Monitoring/Engagement Quick tips: At least 3 admins (don’t get locked out) Someone in charge of monitoring Reply in timely manner (within 24 hours) Like comments; say “thank you”
  31. 31. Don’t “like” your own posts
  32. 32. Facebook Reach Organic: your fans who initially see your post Viral: fans share your post – and it takes off! Paid: $$$
  33. 33. Organic Only a small percentage of those who like your page will see your posts organically: April 2012 – 16% February 2014 – 6% December – 1-2%
  34. 34. Ways to Pay-to-Play 1) Boost Post 2) Promote Page 3) Send to website
  35. 35. Facebook Advertising Set budget Cancel at any time Geographically target
  36. 36. How to Pay-to-Play…
  37. 37. Boost Post
  38. 38. Track Analytics
  39. 39. Boosted Post: Desktop Preview
  40. 40. Boosted Post: Mobile Preview
  41. 41. Promote Page or Website
  42. 42. Without geographic targeting…
  43. 43. Demographic Targeting…
  44. 44. Track Analytics
  45. 45. Final Tips and New Stuff There’s a mobile app dedicated to interacting with Facebook Pages Built-in image editor/filters
  46. 46. Final Tips and New Stuff Pinning posts to top of timeline You can embed Facebook Posts (blogs, your website)!
  47. 47. Questions?

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