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Social Media Boot Camp: Facebook

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Social Media Boot Camp: Facebook

  1. 1. FacebookJoin the conversation
  2. 2. Maren Guse Interactive Managing Editor, CNYCentral Digital reporting Content Website Facebook Twitter YouTube Connect online to on air
  3. 3. Facebook Page Basics Claim URL Cover photo Profile photo About Milestones Favorites Friends Promoted InteractionsInfluenceTimeline
  4. 4. Interactions Influence Timeline
  5. 5. Social Media Strategy Take the time to research, strategize and plan Define social media objectives and set goals Know your target audience Plan social media friendly content Content is key – variety of engaging and valuable content Engage! Be present on your sites Track and adjust(Cheat sheet)
  6. 6. Social Media Strategy Integrate with a solid foundation Brand message, goals, website Compliments traditional advertising Content is key Create and disseminate Medium is the message Frame content for communications platforms
  7. 7. Foundation Social media marketing does not work alone User confidence and expectations Google will find a website easier Branding home Consistent branding across platforms Seamless user experience Strategy: What are your long-term goals? What is your brand message?
  8. 8. Content is Key Social media is a conversation about content Conversations online or offline are about content Unique, compelling or actionable information What content does your audience find valuableand compelling? Will someone read or look at your post? Will your users want to share it?
  9. 9. How do you create content? Create or share content Focus on target audience and goals Showcase your expertise and services Content can enhance and extend brand message Use social media as a “blog” Trustworthy expert Occasional direct reminder of your product orservice
  10. 10. Content: Example
  11. 11. Medium is the Message How users interact with media differs Social users have different expectations Cater content to each audience“A medium affects the society in which is plays a role not by thecontent delivered over the medium but by the characteristics of themedium itself.” – Marshall McLuhan, 1964
  12. 12. Medium is the MessageWebsite:Twitter:Facebook:
  13. 13. Where do you start? Write out strategy goals Start with one social media platform Use your strengths & embrace your message Build from your foundation Content is key Strategically experiment Allocate time every day
  14. 14. Facebook Facebook is the world‟s largest social network 665 million daily active users 1.1 billion monthly active users (741 million mobile) If Facebook were a country, it would be the 3rd largest Users average 14 minutes per day 13% of time spent on the internet Benefits: Compliments everything else Free marketing & advertising Customer service and relationships Customer retention costs less
  15. 15. Staring on Facebook Branding Shareable content Engage Call to action Ask a question “Click Like” Integrate into strategy Compliments
  16. 16. Successful Facebook Posts Influence & „Likes‟ People trust their friends Friends often share same interest Native language Human with personality, not a logo Short and relevant Easy to consume Photos generate more interaction Time of day Morning, late afternoon, early night
  17. 17. How do I get more followers? Integrate with a solid foundation Content is key Likes, comments & shares yield exponential views Medium is the message Frame content for communications platforms Engage in the conversation Be a trustworthy expert
  18. 18. Social Media Fail: Amys Baking CompanyBakery Boutique & Bistro
  19. 19. Social Media Fail: Amys Baking CompanyBakery Boutique & Bistro
  20. 20. Social Media Fail: Amys Baking CompanyBakery Boutique & Bistro Is this how you treat your current or potential customers? How will this company always be remembered?
  21. 21. Social Media Fail: Avoid aSocial Media Disaster Don’t Reply To Everyone Don’t Feed the Trolls Don’t React Right Away Do Learn When To Walk Away Don’t Insult People Don’t lie Be aware of scheduling posts
  22. 22. Two-Screen World: Seize theMoment Integrate social mediainto other strategies Be aware Think outside the box Oreo won the Superbowl
  23. 23. Examples• The Cheese Cake Factory• Dove• Target• Tommy‟s (local)
  24. 24. Questions?

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