S O C I A L M E D I A C A L E N D A R . C O

S O C I A L M E D I A C A L E N D A R . C O
J E R R Y H I E T A N I E M I ’ S
THE SECRET
TO GETTING
1 MILLION
FOLLOWERS
IN 30 DAYS

About the Author........................................................................ 4
Introduction................................................................................... 5
PART 1
Why Choose Facebook?........................................................ 7
Benefits of Facebook............................................................. 12
PART 2
Universal Laws of Facebook........................................... 20
How the Facebook Algorithm Woks........................ 30
How to Get One Million Subscribers...................... 40
PART 3
Phase 1: First 100 Followers........................................... 43
The 5 W’s (And H)...................................................................................... 44
Set Up Your Business Page............................................................... 47
Facebook Business Manager........................................................... 51
Set Up Your Ad Account....................................................................... 56
Use Facebook Creator Studio............................................................ 57
Phase 2: First 1,000 Followers...................................... 61
Optimize Your Content........................................................................ 62
Popular Facebook Post Types....................................................... 67
Track & Measure with Analytics.................................................. 72
Contents
Contents

Engage with Followers...................................................................... 80
Create Facebook a Group................................................................. 80
Phase 3: First 10,000 Followers................................... 90
Create a Custom Audience................................................................ 91
Perfom a Competitive Analysis...................................................... 92
Best Facebook Ad Types...................................................................... 94
Anatomy of a Great Ad........................................................................ 96
Create Your First Ad Campaign.................................................... 97
Phase 4: First 100,000 Followers............................... 103
Monetize Your Page............................................................................... 104
Direct Facebook Monetization..................................................... 107
Other Monetization Methods........................................................ 109
Facebook Marketplace....................................................................... 110
Phase 5: First 1,000,000 Followers........................... 114
Influencer Marketing.......................................................................... 115
Host Live Streams................................................................................... 117
Organize Facebook Events............................................................... 120
PART 4
Key Take-Aways.............................................................................. 124
Closing Remarks & Thanks..................................................... 128

4 | o n e m i l l i o n f o l l o w e r s
Jerry Hietaniemi is a digital marketing strategist and creative
visionary. As one of the top names in paid advertising, he provides
tailored, winning solutions for his clients while focusing on the
growth of his own business, Social Media Calendar.
Jerry helps his clients leverage the power of social media and
personal branding into profit growth techniques and strategies.
Jerry’s biggest strength is selling design: he has the ability to
shape things into understandable, easy to market, and productive
entities.
His passion for marketing flourished as an entrepreneur at the age
of 20 in the fitness industry. The rapid success in the fitness niche
attracted the interest of major Finnish fitness brands, and Jerry
took point on consulting companies on digital marketing and sales
strategies.
The secret to success lies in action, continuous improvement, the
ability to change, and be one step ahead. Solutions must always
exceed the customer’s expectations, and the best results are
achieved in cooperation with the client.
ABOUT THE AUTHOR

INTRO
Since Facebook’s conception and early launch in 2004, the
social network has redefined our community and social groups’
paradigms. By the mere age of four, in 2008, Facebook boasted
over 100 million users and an online chat that permitted active
users to engage in textual dialogue in real-time. In 2009, Facebook
pioneered the online social seal of approval, the like, which would
later be reinforced by virtual reactions in 2016, and messenger.
By creating such an autonomous and interactive virtual social
network, Facebook undoubtedly grew to be the most adopted
social media platform in history, with nearly one-third of the global
populationbeingmonthlyactiveusers.Unfortunately,likeallgrowth
spurts, Facebook encountered some growing pains, primarily its
responsibility for the intellectual property of its plethora of users
and the ethical considerations therein.
In 2019, Facebook faced significant backlash for discriminatory
advertising, breaching civil rights, and allegedly unethical data
trafficking. However, given that Facebook’s business model as
a free platform depends on marketing (98% of its revenue), and
the target audience for the ads is selected by the user, one could
argue a shared responsibility. Despite legal setbacks, Facebook
marketing is a very granular and cost-effective form of building
brand awareness and favorability despite legal setbacks.

Facebook continually implements new features to engage its
users and expose them to useful content, even in the worst of
times. In the wake of the 2011 Tōhoku earthquake andtsunami,
they developed the crisis check-in to safely connect people in
disasters. In 2020, with the global Covid-19 pandemic, Facebook
implemented a paid event feature to protect performers and
businesses.
Now any postponed live events may be monetized and marketed
through the platform in a zoom-like fashion. Moreover, Facebook
is not collecting fees from the events, therefore offering a great
complement to its existing groups and community pages.
The 24-hour stories and live events are an excellent means for
building and maintaining relationships with
customers. Plus, customers report higher
satisfaction from being able to
socially engage with brands
through Facebook.
Facebook Dating (2019)
and Marketplace (2016) are
also in the realm of Facebook
marketing. As long as one of
the more than two billion users
is active on Facebook, there is
potential for exposure and building
brand awareness through the
platform’s marketing services.

WHY CHOOSE
FACEBOOK?
FACEBOOK?

Facebook marketing offers a versatile array of brand advertising
tools in many formats, from video streaming to community groups,
to monetized live events. To understand the full capacity and value
that Facebook marketing can offer, it’s important to look back
through its history and development.
Following Facebook’s annual 12% growth to 2.74 billion monthly
and 1.82 billion daily active users,Facebookcontinuestodominate
as one of the three most visited websites on the internet. In 2019,
Facebook received 21.18 billion site visits, with Its only
contenders being Google and YouTube, at 63.14 and
25.19 billion site visits, respectively. However, while
Facebook had fewer domain visits, according to the
literature, 74% of U.S. adults who use the social
network visit the site at least once a day.
Moreover, the quantity of adult Facebook users
who visited the site at least once a day was higher
than the number of Instagram users (63%) and
Snapchatusers(61%)whovisitedthosesitesdaily.
If that’s not a favorable statistic to highlight the
value of Facebook marketing, then the fact
that nearly 75% of high-income earners use
Facebook should be.
Gary Vaynerchuk said, “... you can’t be alive in the
Gary Vaynerchuk said, “... you can’t be alive in the
game without a Facebook [and an Instagram]. I
game without a Facebook [and an Instagram]. I
genuinely believe that.”
genuinely believe that.”

Data strongly indicates an annual increase of not only Facebook
users but active high-earning users wishing to socially engage
with brands in new ways, which Facebook community groups,
pages, stories, and events all endorse. With over 1.4 billion people
actively using Facebook groups every month, building brand
awareness can coincide with advertising to one-third of the global
population.
Facebook marketing also offers a useful feature called ‘lookalike
audiences,’ in which the characteristics of existing clients may be
uploaded to the platform and used to identify audiences exhibiting
the same traits, and therefore likely to be interested in the brand.
This is a handy feature if a brand has an already established client
base and serves well to the smaller brand owner looking to reach a
specific demographic.
For example, a brand selling niche products, like adjustable
Christmas neckties for cats, might want to target Christian pet
owners. Or a large company selling home insurance might choose
to target people over the age of thirty-three, given that this is the
median age for first time home buyers in the U.S.
Facebook’s lookalike audiences are conducive to the marketing
goals of both small independent brands and larger businesses.
AccordingtotheonlineadvertisinggurusatWordStream,Facebook
ads exhibit great potential return on investment (ROI). While
Google’s AdWords helps a brand find new customers, Facebook
marketing helps new customers find their brand through social
presence.

10 | o n e m i l l i o n s u b s c r i b e r s
Moreover, WordStream gurus suggest that a return on investment
of $4 per $1 spent is a good ROI, with many brands exceeding $8
ROI per $1 spent on Facebook marketing. For example, Pandora,
a Danish jewelry store, promoted a re-adapted TV commercial to
a 15 second in-stream mobile responsive Facebook video ad, and
by targeting German audiences between the ages of 18-50 years
old, were able to catapult their favorability. During the 2017 holiday
season, Pandora’s campaign provided an ROI with a 61% increase
in sales and a 42% increase in new buyers.
Rock & Roll Hall of Fame wanted to boost their brand awareness
and ticket sales for their museum and utilized another aspect
of Facebook marketing: messenger. To create a novel outreach
to customers, the museum put a ‘Get Started’ button on their
business page that customers could use to ask questions, to which
representatives and managers could then respond. The museum
raised its audience size by 81% and its sales prospects by 12% from
their messenger launch.

L E T T H E N U M B E R S T A L K
78% of American consumers have
discovered products to buy via Facebook.
7 out of 10, or 69% of adults in the
U.S. claim that they use Facebook.
86% of US marketers are using
Facebook for advertising
Facebook is the leading social
platform, reaching 60.6% of
internet users.
Facebook has more than 80
million small businesses around
the world using Facebook Pages.

BENEFITS OF
FACEBOOK FOR
PROMOTING
PROMOTING
YOUR BRAND
YOUR BRAND

Brand promotion can take a lot of work. Creating an identity for the
brand and its products is just the first step in an involved marketing
process. Getting the word out is vital for any brand to have lasting
appeal and continued sales. There are many ways to promote a
brand, and Facebook is one such way to get out the word.
Facebook might be loathed by some, but it remains a valuable
marketing tool. As a social media platform, it can be a powerful
promotion tool if used properly. Facebook offers several advantages
that other means of promotion lack. The trick is knowing how to
actively use those benefits for your brand.
One obvious benefit of brand promotion through Facebook is the
sheer scale involved. With over a billion account holders across
the globe, DigitalVidya.com aptly points out that “Facebook offers
multiple platforms for marketing in the form of pages, groups,
and ads. Facebook page for an individual or a business is the most
popular way to represent an individual or a business.”
For example, as they make note, “A group page can be opened by
a business or an organization to promote activities. Users can join
this group and also post comments on the group page called a
wall. They can also interact through discussion threads.”
This means that the customer base, potential, future, and present,
can chime in and contribute to the discussion and get involved in
the marketing process.
S C A L E O F O U T R E A C H

Word of mouth remains a powerful promotion tool, and Facebook’s
widespread use makes it easier than ever for people to spread the
word. Having a strong Facebook presence means you can get the
word out to potential and long-standing customers, who will, in
turn, help spread the word on and off the website.
Facebook on its own is completely free, no matter how many of its
various options you take advantage of to spread your brand. The
exception there, of course, is Facebook ads, but a Facebook page,
Facebook Groups, and the like are all free to start and maintain.
You might need to hire someone to handle all the promotional
work on the site, but odds are good you already have someone like
that on staff or contract.
Some businesses forgo the cost of maintaining a regular website
and just maintain a Facebook page to further cut down on costs.
This is an excellent idea for smaller businesses that are locally
strong and looking to either spread the word to nearby regions or
expand online.
Facebook ads cost money, but they
canbeverybudget-friendly.Thosewho
are considering such an investment
should feel free to take a closer
look and see if the cost is worth
it to spread the word.
L O W ( O R N O ) C O S T

H Y P E R T A R G E T I N G
To make this easier, according to DigitalVidya.com, “Users can set
a daily limit on the amount to be spent in a day, to keep expenses
withinabudget.YoursalescampaignsonFacebookcanbeadjusted
or modified in real-time if the results are not on expected lines.
Most Facebook ads are created for mobile devices, which currently
make up about 66% of Facebook ad revenue.”
It’s hard to argue with the chance to budget your spent marketing
on a website without having to look after it yourself. Facebook
understands its benefits and wants to make sure that those who
utilize it for brand promotion can take the most advantage of its
varied features.
For example, as noted yet again by DigitalVidya.com, “Once you
have made a Facebook ad, you can get a lot of useful information
from Facebook insights. Data on the number of page likes, total
reach of your post, people engaged with the post is provided by
Facebook. Some useful data about individual post’s performance
is also made available.”
Online marketing has one word that can make brand promotion
a lot easier: algorithms. Simply put, you can target your ads and
posts more easily toward your demographic. In turn, the said
demographic is more likely to see your posts and ads than those
not relevant to their interest. This means that you can more easily
expand your customer base through Facebook.

As DigitalVidya.com explains, “Facebook’s algorithm is designed to
encourage interaction among page owners (FB account holders)
and the audience. Apart from posting any message or picture or
video for your audience, at your chosen time and frequency, you can
create and launch online marketing campaigns too on Facebook.”
Algorithms can be fiddly creations, though, so don’t rely on them
entirely. Also, give them time to grow and fine-tune themselves,
as algorithms are responsive, ever active creations. Some
experimentation might be needed, but since Facebook’s system
works on both ads and just regular posts, you can test the waters
with free posts before committing to ads and other expenses.
This is a critical one for new companies with new brands out
on the market. Still, even established companies can benefit
from this handy feature of Facebook’s existence. The benefits
here are several. The big, obvious one is interacting directly with
the customer base, established and future, to get the word out
regarding new products. This interaction can be done in real-time,
making it even easier to keep in touch with customers, spread the
word, and garner feedback and reviews.
As a result of this massive direct interaction, you can engage
directly with the customer based. DigitalVidya.com points out that
“Facebook also builds engagement like no other. Engagement, in
the form of likes, comments, and interactions on your post, leads
to a strong connection with your prospects.
C R E A T I N G B R A N D L O Y A LT Y

The stronger the connection, the more likely it would be for your
leads to convert. Of course, word of mouth and referral also expand
the reach of your brand.”
The ways this helps brand customer loyalty are pretty obvious.
An engaged customer base that believes in the company and its
brands will return for more. Regular customer engagement brings
humanity to any brand; you just can’t beat it with commercials
or other ads. Actual human interaction is still an essential part
of marketing. As mentioned earlier, word of mouth is powerful,
whether online or in person. Put a face to the names, and sales will
follow.
Source: Rival IQ

This one can be a bit tricky because it works best by linking other
websites to Facebook. Obviously, you can generate increased
web traffic on Facebook through the power of the algorithm,
community outreach via ads and posts, and the like. Increasing
traffic to other websites through Facebook can be the sticky part.
As DigitalVidya points out, “Through suitable links, Facebook users
can be guided to your website. Once on your landing page, the
visitor can be exposed to a more direct marketing pitch in the form
of a call to action or ask them to view the product or service they
are offering.”
Facebook is continually adapting and adjusting the site and its
algorithm to better cater to its users and expand an increasing
stake in the social media world. This means tools like the algorithm
might be tweaked and adjusted, reflecting page links and other
such tools to increase web traffic to other websites.
B E T T E R W E B T R A F F I C

Obviously, this benefit matters less to companies and businesses
using just Facebook to spread the word on new brands and
products. Still, the constantly adjusting and adapting nature of
Facebook means even users on the site need to keep an eye out for
what is changed and how it can affect their Facebook presence.
Brand promotion through online resources is almost always a great
idea. One way to do that is through social media platforms like
Facebook. Facebook offers groups, posting abilities, chats, direct
messaging, and even advertisements to expand brand promotion
for new products or services.
You don’t have to have an established presence on Facebook to
take advantage of these features because almost all of them are
free. Facebook accounts are free to set up and utilize, allowing you
to connect to over one billion potential customers. You probably
don’t need that many, but it never hurts to work on a big scale, as
long as you have a handle on your plans and budget.

UNIVERSAL LAWS
UNIVERSAL LAWS THAT
YOU SHOULD ALWAYS
OBEY WITH FACEBOOK
IF YOU WANT TO
SUCCEED
SUCCEED

You may have heard of the 12 universal laws or the law of universal
gravitation, but are you familiar with the universal laws of Facebook
marketing for success? They are just as important if you have a
business! What makes these laws universal is that they apply to over
1.6 billion Facebook users worldwide! Every social media platform
has its own set of universal rules, and what may work on Instagram
won’t necessarily work on Facebook.
If you have a Facebook page for your business just because you feel
like you should, I’m going to recommend some personal reflection.
Ask yourself the following questions:
This doesn’t have to be a direct route. Do you want Facebook users
to sign up for your newsletter, where you will then ask them to buy,
or do you want them to go directly to your sales page and buy?
Write down the action and make it clear.
• What do I want to achieve through Facebook? For
example, do you want to increase your sales by 15% over
the next 3 months?
• Do you want to increase your followers by 10% this
month? Write down your goals. Make them measurable,
and give yourself a reasonable timeline.
• What do I want the people on my Facebook page to do?
Let’s say your goal is to increase sales.
LAW 1
S E T C L E A R & C O N C I S E G O A L S
F O R Y O U R F A C E B O O K P A G E

Without clear and concise goals, you probably won’t get very far.
Measurable goals will show you what is working well and what
isn’t to adjust accordingly. Additionally, consistent messaging and
posting (see Law #2) will be better received by users.
No matter what your Facebook marketing goals are, you need to be
consistent with your posting. Research suggests that users check
their Facebook more than 25 times a week! That is, over 25 times,
you can be getting your product or business in front of potential
customers. You should post one to two times a day. Although you
want to post frequently, you don’t want to overwhelm people.
Flooding their newsfeed is a sure-fire way to lose a friend. In fact,
companies with 10,000 followers or less that post more than 60
times a month (about 3x a day) have 60% less engagement.
Quality is better than quantity! Post one to two times every day
and mix up your posts with text, pictures, and videos.
LAW 2
Y O U M U S T B E C O N S I S T E N T

A variety of different posts using various types of media will give you
better insight into what performs best if you are starting out. Keep
your posts interesting to keep people engaged. Like we discussed
in Law 2, users can become overwhelmed if you post too much,
and this is especially true if you are posting the same thing again
and again.
Videos are an incredibly effective way to get organic views. Videos
are much more likely to be shared when compared to text or image-
based posts. These videos do not have to be long, highly edited,
and professional. In fact, raw, unedited footage is what users are
looking for. We can see with the success of TikTok and Instagram
reels that short videos that are less than one minute are high in
demand. Short entertaining or educational clips perform best!
LAW 3
M I X U P Y O U R P O S T T Y P E S

Although Bill Gates had said “content is king,” in 2020, it’s
engagement that’s king. Engagement is everything and is missed
way too often. Whenever someone comments under a post or
sends you a message, you should reply and do it as quickly as
possible. When you post something on Facebook, monitor the
post for engagement.
When someone comments, try to respond immediately with a
personal, genuine remark. An emoji is fine, but always replying
with a heart or smiley will not build relationships.
You want to build personal connections
that will create a sense of loyalty to you
and your business. Sometimes replying
to every comment right away isn’t
possible. Try to respond to comments
and messages within 24hrs. Engage and
respond to all comments and Facebook
messages within 24 hours.
LAW 4
T I M E LY E N G A G E M E N T &
R E S P O N S E R A T E S

Facebook insights will tell you who is following you, who is
engaging, liking, and clicking on your posts. It’s not going to tell
you exactly who, but it will break down the demographics like age
and location and highlight which posts performed the best. Your
job as a Facebook marketer is to look at these insights and deliver
more of what your demographic wants to see.
For your top-performing posts, consider the content type, the
day of the week, and the time it was posted. You may see that
videos posted in the evening get the most likes, comments, and
shares from your insights. With this information, you can continue
to post more videos in the evening!
LAW 5
M O N I T O R F A C E B O O K
I N S I G H T S & P I V O T A S N E E D E D

Your CTA must direct people to do what you ask of them; you
cannot have a misleading CTA on a Facebook ad. Facebook states
that any information obtained after a Facebook user clicks the CTA
must only be used to provide the service outlined with the CTA. For
example, if your CTA was to sign-up for your newsletter and then
directed to a sales page – this would be considered misleading.
(And you don’t want to upset Facebook!)
Whenever you post, include a call-to-action (CTA). It doesn’t have to
be something as direct as Buy Now! It can be something general,
like “comment below and share your favorite holiday meal!” or
“drop a like if you love chocolate too.” When you think of CTA’s,
like subscribe, sign-up, or shop now, you need to make sure it is
accurate.
LAW 6
M O N I T O R F A C E B O O K
I N S I G H T S & P I V O T A S N E E D E D

LAW 7
F O L L O W A D P O L I C I E S
Facebook writes and enforces the rules, and you can be penalized
if you don’t follow them - even have your page taken down!
Always read and follow Facebook rules for posts, ads, contests, and
giveaways. It can be a bit more challenging to reach Facebook
followers organically, which means you may need to draw people
in with paid ads. The lists are long, and there’s a fair amount of
information that you must read and acknowledge, but you need
to read it closely and not skip over the policies! Here are just a few
to note:
• For every promotion, you must also inform participants
that their entry releases Facebook from liability. They
have nothing to do with your promo.
• You can’t ask people to tag a friend or share your post
to enter into a contest or giveaway.
• When choosing a page name, don’t use profanity or
generic terms (e.g., shoes) or locations (e.g., Barcelona).
• If you mention Facebook in your ads, there are rules
about using it, including font size, style, capitalization,
and logo use.

Your profile picture should be consistent with your brand and be
recognizable. An image that is vague or unclear means people are
less likely to click and engage. If you are your business, a picture
versus your logo will be more effective. Users like to talk to people,
not businesses. Keep this in mind for your photos, as well as when
you are writing on Facebook.
Your cover page should also be consistent with your brand, profile
picture, and website for a cohesive, complementary look. When
you direct people to your website from your Facebook page, it
should have a similar look and feel. If it looks too different, you’ll
lose people quickly.
LAW 8
E N G A G E W I T H Y O U R F A N S

LAW 9
P R O V I D E D E T A I L S
You want to provide people with everything they want to know
about your business. Make sure you fill in the About section and
include all contact details, including email and website. You
wouldn’t skip out on an About page on your website, and it’s just
as important on your Facebook page. You should go through your
Facebook page and try to look at it as a new visitor and someone
who isn’t familiar with you and your business and ask yourself the
following questions:
Specific nuances of Facebook marketing can change with the
seasons, like the colors in your photos and the time you should post.
When planning your Facebook content, it’s essential to consider
these nuances and as well as these universal laws. The universal
laws of Facebook marketing for success will help you reach your
business goals and put together a marketing strategy that works!
• Can they easily find my website?
• Do they know what my business does? What I sell?
• If they want to buy from me, is it easy to do?
• Are my contact details easy to find?

HOW THE FACEBOOK
ALGORITHM WORKS
(AND HOW TO MAKE
(AND HOW TO MAKE
IT WORK FOR YOU)
IT WORK FOR YOU)

Have you ever wondered how a Facebook video or post seemed to
skyrocket in popularity overnight? It’s not magic; it’s the Facebook
algorithm hard at work. While other factors do play into a brand or
business’ success on the platform, the Facebook algorithm is what
looks at those factors and affects engagement, views, comments,
follows, and everything else.
Facebook’s algorithm is a mysterious thing; well, it used to be.
The legendary social media company has been slowly revealing
the method to its algorithm over the past few years. Now, in 2020,
we’ve got it down to a science. You don’t have to spend your whole
paycheck on ads and marketing just to get an engagement boost.
You do need to understand how the Facebook algorithm works in
2020 and how to beat it.
Before you go diving into the depths of the Facebook algorithm, it
might help to know a few important stats first. Understanding the
facts about what you are working with will help your brand and
business strategy excel rather than getting sunk to the bottom.
• Facebook has over 3 billion registered users.
• Facebook is the third-most visited website.
• About 75% of high-income earners are on Facebook.
• 86% of marketers use Facebook for advertising.
• Users spend an average of 58.5 minutes a day on
the platform.

“my goal for this next
decade isn’t to be liked,
but to be understood.”
- Mark Zuckerberg
F A C E B O O K A I
According to a survey by the Pew Research Center, 53% of adult
Facebook users do not understand how their news feed works. If
half of Facebook users don’t understand how something appears
on their feed, chances are they don’t know about the algorithm
either.
From its inception until 2019, Facebook was carefully working
behind the scenes to create the user experience we know today.
The developers always left this curtain half-closed and half-open,
revealing new updates that kept users interested while guarding
their all-knowing software’s inner workings.
Apparently, 2020 is the year of transparency for the social media
platform. They actually want users to be aware of their AI and data
collection practices, so everyone knows what’s happening. (Being
aware- on our end- helps FB create better software, so it works in
their favor too.)
Source: The Daily Dot

H O W T H E A L G O R I T H M W O R K S
Facebook even went as far as surveying users in 2019 to get the
bigger picture of their platform experience. The responses were
used as feedback to tweak the algorithm for 2020 and add extra
transparency.
Thus, we now have the “Why am I seeing this?” and “I do/do
not want to see this content.” icons aside from sponsored and
suggested content. Just like any AI or software program, the
Facebook algorithm will always be a constant work in progress. It
is a (theoretical) living entity that morphs and adapts over time
to keep up with online trends & practices.
The first definition that you need to understand as a brand or
business is ranking signals. These “ranking signals” are data points
that correspond to specific user behavior. Each data point tells
something about how you use the platform, and then factored
into what you see and how your content is ranked in search, news
feeds, etc.
For example, the post type (image, video, text) you interact with
most often would be a data point. Other data points (ranking
signals) include how often you like posts by x brand, if you watch
videos at all, which group you interact with, how often you make a
post, and the list goes on and on.

Facebook’s algorithm takes in hundreds upon hundreds of data
points about a single user to create an individualized experience.
It might sound crazy at first, but it works out really well for the
platform, and users don’t complain unless it’s about an ad. After
all, how exactly did the AI know you needed more Purina cat food?
Dozens of factors are considered within each category. Meaningful
experience and predicted response are two critical factors that
contribute to your ranking score.
So,evenifyourpostisgettinglotsoflikes,isitalsogettingcomments,
and who is commenting vs. just liking in your friend’s list? If you
post a video, are people watching it until the end or clicking X after
10 seconds? What emotional reaction are your posts receiving?
The layers of Facebook’s software get quite complex. But, at least
we know what’s happening behind the curtain so that we can use
the knowledge to our advantage as a brand or business.
3 Primary Ranking Categories
• Who you usually interact with and how often you
interact.
• The media format (video, link, image, text, etc.) you
both engage with and post.
• How popular a specific post is, based on a combination
of views, comments, likes, and shares.

Remember, the #1 priority of the social media platform is to keep
users engaged & online for as long as possible. They want to give
people a reason to come back to the site every day. Learning how
to beat the Facebook algorithm in 2020 is a continual learning
process. To truly beat the system, you’ll have to test what works
and ditch what doesn’t. Adapt, change, and go with the flow.
To start, let’s say you’ve posted the beach selfie of the century, but
where are all the likes? You thought for sure that the beautiful
backdrop of Cancun would pique interest. Well, fear not, content
creator.
Here is our list of Facebook algorithm hacks for 2020 that can help
you beat the software. Say hello to boosted brand engagement.
Since Instagram is also run by Facebook, many of these hacks can
be applied to that platform as well. However, check out our post
that goes in-depth about Instagram’s own algorithm.
B E A T I N G T H E A L G O R I T H M
Source: HootSuite

Genuinely Post & Interact: AI heavily values meaningful content
and interactions. In fact, how meaningful a piece of content is
perceived to be is factored into those ranking signals we talked
about earlier. So, when you post, make it genuine.
Emotion → meaning → value → high importance
This is especially true for brands and businesses who want to beat
the algorithm. Business content is typically too salesy, which is
what repels most viewers. Try attaching a story to your next product
feature so viewers can form an emotional connection. Meaningfully
interacting with your friends and fans is equally important. Are
you reacting or replying to comments? Do you leave an emotional
reaction to their response to your response?
Go Live or Post a Story: If you actively use all of Facebook’s
features, your ranking score is likely to increase. So, utilize all of
the features that Facebook has to offer. Yes, the algorithm knows
if you’ve been posting to your story or not. Even if you only post a
story or go live every now and then, showing some activity is better
than not showing any at all.
A great tip for brands and businesses is
utilizing the story function to highlight
your most recent post. For businesses
thatsellproducts,golivetodemonstrate
your product in all of its glory. This is
a fantastic way to boost activity,
provide value, and generate
engagement all in one swoop.

Aim for Organic Reach, Then Market: Another top Facebook
algorithm hack for 2020 involves reach- organic reach, that is. Let’s
say you made a post with a clever caption + corresponding picture,
and it really struck home with your audience. Next thing you
know, 15 likes has turned into 100, and there’s nothing but praise
in the comment section. Now, you didn’t spend a penny for that
engagement; it was all organic.
The algorithm is already favoring your post due to its organic reach,
so why not take that momentum and keep it going with an ad?
You’ll pay less CPC (cost per click), and since organic got results,
an ad definitely will.

Know Your Audience: You really need to know who your audience
is, not just in 2020, but all the time. If you are a brand or a business,
you must define your target market before expecting a genuine
connection. Think about who you are as a business, what you
represent, and the type of people who can personally identify with
your brand.
Also, pay attention to what your fans and friends like the most. Do
they respond well to short videos? Are they tuning in to your live
sessions? What type of pictures get the most reactions? The more
you get to know your audience, the better your posts will perform.
Clickbait is a Huge No: Clickbait is the nuisance of the internet
and the destroyer of engagement for brands and businesses. No
one wants to feel tricked into doing something, even on Facebook.
The quickest way to receive disapproval from the Facebook
algorithm is to bait your audience to like, comment, share, or click
a link. Engagement baiting doesn’t fly. After all, if it doesn’t provide
value to your fans and friends, why even post it?
Now, we don’t think you’d
do this, but know that
misinformation or harmful
content will get you
downranked ASAP. This
includes fake news, links to
faulty websites, and offensive
content. No questions asked.

Reshare Old Content That Performed Well: Most brands and
business owners don’t realize that repurposing old content can be
just as powerful as creating new content. If you posted a certain
style of photography that got great engagement, chances are that
your audience would love to see it again. Now, that doesn’t mean
reposting the exact same picture but posting something very
similar.
People are naturally drawn to what they enjoy. Beat Facebook’s
algorithm without even whipping up a new piece of content.
Make Use of Facebook Groups: A not-so-common Facebook
algorithm hack is taking advantage of groups. Joining groups that
correspond to your brand’s values could help you make genuine
connections with people who could turn into followers.
For instance, you might join a group for animal rights activists. Well,
your brand supports animal rights and sells 100% vegan products.
This is a direct connection between values and branding.
Don’t blatantly advertise
your business in the group
(it’s against some group’s
rules).Instead,sharevaluable
information and find a subtle
way to mention, “Oh, by the
way, my brand sells X. Any
support is appreciated.”

HOW TO GET
ONE MILLION
ONE MILLION
FOLLOWERS
FOLLOWERS
IN 30 DAYS

PHASE 2
A lot has changed since Facebook launched in 2004! Take this
opportunitytostartfreshandtakeadvantageofallthenewfeatures
Facebook offers when setting up your account for improved
features like business and advertising.
We all know the basics of posting on Facebook. What you may
not know is how to optimize your posts to get the most amount of
likes and followers. In stage two, you’ll learn what types of content
perform the best, how to create that content, and how to track
your progress.
Optimize Your Content
| How to Get the First 100 Followers |
| How to Get the First 1,000 Followers |
PHASE 1
Get to Know the New Facebook
PHASE 3
As the backbone of the Facebook platform, running proper
advertising campaigns has become an art form. We’ll provide
insight on how to create the best target audience, getting to know
the different types of ads, and how to start your first campaign.
Getting Started with Facebook Ads

PHASE 4
PHASE 5
While social media popularity is all well and good, all your hard
work deserves a reward. Learn all the different ways you can make
money on Facebook, from offering marketing services to offering
physical products!
Learn how to make the most out of your extensive follower base!
Learn how to host Facebook events and live video streams and
take advantage of influencer marketing opportunities.
Make Money on Facebook
Utilize Your Influence on Facebook
| How to Get the First 1,000,000 Followers |

GET TO KNOW THE
NEW FACEBOOK
NEW FACEBOOK
HOW TO GET THE FIRST 100 FOLLOWERS
P H A S E 1

T H E 5 W ’ S ( A N D H ) O F Y O U R
F A C E B O O K S T R A T E G Y
Formulating a Facebook marketing strategy is not a process you
should ever rush. Answering the five Ws and one H above takes
dedicated research and time to compile information. Strategic
content creation might be a time-consuming task. Still, it’s well
worth the effort once you get your marketing campaign underway.
As long as you have the above questions answered, you’re sure to
have a much more successful Facebook campaign than posting
random pieces of content.
A clear audience is vital for a successful marketing campaign. Not
only do you need to understand who your product or service is
meant to serve, but you also need to know how best to reach them
through the Facebook platform. The more specific you get on who
the audience is, the more accurate you’ll be with your content
strategy when looking at your Facebook options.
Ask yourself what your audience is looking for as you outline your
Facebook marketing strategy. You need to know what your target
customer wants and needs in their lives. Once you know that, you
can make sure your advertisements and content posts show how
your company is solving their problems.
WHO is Your Audience?
WHAT Does Your Audience Want?

The “when” of this equation is more about consistency. Consistently
producing content for your company’s Facebook page is more
important than the time of day you post. The best times to reach
people with your content will depend on who your targeting is and
when they’re typically active.
However, as long as you regularly post and provide valuable
information, your brand will start to see engagement and build a
following. If your audience sees that you’re committed to engaging
with them, you’ll also build trust with potential customers.
Where your customers are located physically and where they
can be found online can help you hone your marketing strategy.
For instance, if your audience is mainly based in the U.S. that will
impact the time you post and the type of content you provide. Plus,
customers in the U.S. could have very different needs than your
customers in, say, the U.K. Recognize where your main client base
is located, so you get your content strategy right.
Where people are spending time on their Facebook pages can
also make a difference. Suppose your target audience plays a lot
of games on Facebook or visits certain types of pages. In that case,
you could focus some of your advertisements on those specific
aspects of the platform. Details like this can help you reach a larger
audience and connect with people on a deeper level.
WHEN to Publish?
WHERE Are Your Customers?

You need to make it obvious why your audience should care about
your content and why they should answer your call to action. Your
audience will be much more likely to purchase a product or sign up
for your newsletter if they understand how your product or service
will make their lives better.
After you’ve inspired your audience to care, clearly state in your
post the next step they should take. When you give easy actions
for people to learn more, you’ll receive more engagement and see
better sales.
As you begin releasing your content, you need a clear way of
determining whether your campaigns were successful. Define
the metrics you’d like to see for each post before pushing out
the content. If you know your marketing strategy goals, it’ll help
give you a solid understanding of your brand’s well-being on the
Facebook platform.
Maybe you want to increase traffic to your website, add emails to
your newsletter sign-up, or simply increase brand searches online.
Whatever your goal for each post, have a number in mind so you
can measure your success to see what works and what doesn’t.
WHY Should They Care?
HOW Do You Measure Success?

S E T U P Y O U R F A C E B O O K
B U S I N E S S P A G E
Step 1: Log in to your personal Facebook account (or create one
following the prompts if you don’t already have one) since you’ll be
managing your business account as an additive of your personal
account. Next, visit https://www.facebook.com/pages/create/.
Step 2: Choose a page name and category. Facebook has a list
of predetermined categories that will pop up as you type in your
category type. Keep in mind that changing your Page Name and
URL is possible but tedious - choose your name wisely. You can also
write a brief description of your Page should you choose to, or skip
it for now. When you’re finished, click the ‘Create Page’ button.
It’s time to graduate beyond your personal Facebook page and
create a business profile. Facebook tactfully just calls these ‘Pages’
and are used to show business-specific information like location,
websites, and more. Let’s get started:

Step 3: Next, add a Profile Photo and Cover Photo. It’s always a
good rule of thumb to use a logo as your profile photo. We created
the following logo and cover image using the free design tool,
Canva.com in about 10 minutes. (Your cover image should be 851
x 315 pixels for desktop and 640 x 360 for mobile.) Hit the ‘Save’
button when finished.
Step 4: Create a Username for your Page. This will appear in a
custom URL (or vanity URL) for your Facebook Page. Facebook will
automatically alert you if the Username is already in use. You can
use this unique URL to cross-promote on different social media
channels as well.

Step 5: Now that you’ve completed the basics, set up ‘Page
Roles’ if plan on having other people run your Facebook page. In
the navigation bar, click ‘Settings’ and then ‘Page Roles’ to add a
collaborator.
Step 6: While you’re in settings, take the opportunity to customize
how you get alerts for different page activity types by clicking on
‘Notifications.’
Step 7: From the main Manage Page section, add a call to action
button by clicking on the blue ‘Add a Button’ button under the
Cover Image. You can choose from various button types depending
on the action you’d like people to take on your Page.
Also, be sure to complete the Facebook recommended actions
under the ‘Set Your Page up for Success’ section.

Step 8: Organize the tabs users see to guide them through your
content. Do this by clicking on ‘Settings’ in the navigation bar
followed by ‘Templates and Tabs.’ You can drag and drop tabs in
the order of your choosing or add/remove additional tabs to your
liking.

G E T T O K N O W F A C E B O O K
B U S I N E S S M A N A G E R
Facebook Manager is where you will manage all marketing
advertising, create digital catalogs, allow account access to other
users, and more. From Hootsuite, its key functions include:
Since making updates to the Business Manager in September of
2020, you’ll find that visiting business.facebook.com will take you
to a page that’s now called the Facebook Business Suite. Facebook
describes this new app as a way to “manage your business across
Facebook and Instagram in one place. It offers a new look and a
variety of tools that can help make it easier for you to manage your
business presence online and reach more customers.” However,
it’s not quite as versatile as the Business Manager, so you’ll want to
switch over to that.
• It keeps your business activities separate from your
personal profile, so you don’t have to worry about posting in
the wrong place (or getting distracted by cat videos when
you’re trying to work).
• It’s a central place to track Facebook ads, with detailed
reports that show how your ads are performing.
• It allows you to give vendors, partners, and agencies access
to your pages and ads, without handing over ownership of
the assets.
• Coworkers don’t see your personal Facebook information—
just your name, work email, and pages and ad accounts.

Step 1: After visiting business.facebook.com, click ‘Give Feedback’
from the main navigation menu located at the bottom of your left
sidebar and select ‘Switch to Business Manager.’ You’ll be asked for
feedback. You can put in whatever information you’d like, or feel
free to copy the example below.
You can switch back at any time by following these directions:
To switch back to Business Suite from Business Manager, go to
Business Tools, which looks like a square with dots, in the top left
of your Page. Then, click on Business Suite under the Manage
Business section. Your Page should reload to the Business Suite
interface.

Step 2: From the Business Manager
dashboard, you can add people
to help you manage your Page if
needed. Simply click on Business
Settings, then ‘People’ under the
‘Users’ drop-down. Then click the
‘Add’ button to invite others to help
manage your Page. Should you
decide to work with a professional
agency in the future, you can also
click on ‘Partners’ to share your
assets.
Note: If, for some reason, your Page isn’t showing on Business
Manager, try these steps:
1. Go to Business Settings. It looks
like a gear icon in your sidebar.
2. In the Business Assets section,
click Accounts. Then, click Pages.
3. Click Add in the drop-down menu.
4. Select Add a Page.
5. Enter the Facebook Page name
or custom URL.
6. Click Add Page. You should see your
Page on the next screen. From here,
you can add Page managers.

Step 3: Since Instagram was bought out by Facebook in 2012, it’s
a good idea to integrate the two applications. If you have your
Instagram account already set up, go ahead and add it by clicking
‘Instagram Accounts’ under the ‘Accounts’ section. Then click ‘Add’
and connect your Instagram Account using your credentials.
Step 4: Set up your Facebook Pixel to help with tracking across
your website. From Hootsuite, a Facebook Pixel is simply a bit of
Facebookgeneratedcodethat,whenplacedonyourwebsite,“gives
you access to information that will allow you to track conversions,
optimize Facebook ads, build targeted audiences for your ads, and
remarket to leads.”
Still in the Business Settings section of your Business Manager,
click on the Data Sources tab in the navigation to expand it and
click on ‘Pixels’ followed by the blue ‘Add’ button.

Step 5: Since this is your business account, and you’ll be running
and paying for ads, it’s always a good rule of thumb to have extra
security. Luckily, Facebook makes this easy to manage. Start
by clicking on the ‘Security Center’ tab near the bottom of the
navigation. Set up two-factor authentication for everyone for the
highest level of security.
Step 6: We’ve covered all the Business Manager Essentials, but we
encourage you to explore the other tabs in the Business Settings
to familiarize yourself with all that’s available
Name your Pixel and enter your website for recommendations on
how to best set up your Pixel. Click continue to agree to Facebook’s
pixel terms and conditions. Be sure to set up your Pixel now, so
you don’t forget later on. Facebook allows you to create up to 10
different Pixels.

S E T U P Y O U R F A C E B O O K
A D V E R T I S I N G A C C O U N T
Now that you’ve set up your Business Manager, you can set up
your Ad Account. It’s important to note that you won’t be able to
run any advertising campaigns without first pairing an ad account
with your business page. Let’s do that now.
From the Business Manager page, find the ‘Add Ad Account” tab
in the navigation, then click ‘Create Account.’
Next, enter your details and select the ‘My business’ option before
clicking ‘Create.’
Once you gather more followers and get a better feel for who your
audience is, we’ll go into more detail on how to create and manage
ad campaigns in Phase 3.

Creator Studio brings together all the tools
you need to effectively post, manage, monetize
and measure content across all your Facebook
Pages and Instagram accounts.It also helps you
take advantage of new features and monetization
opportunities when they become available. -
U S E F A C E B O O K C R E A T O R
S T U D I O T O M A N A G E P O S T S
Unlike the Business Manager, the Creator Studio is used for
managing your Page’s content vs. managing multiple Pages and
Ad Accounts. Think of it as a simplified version of Business Manager;
you can still view insights, but it’s more of a content hub to help you
with things like scheduling, tracking, publishing, and monitoring,
with the added benefit of more in-depth video post metrics. You
can also utilize the mobile app version to manage your content on
the go.

Another benefit is that you can sync changes among different team
members in real-time (if you have people helping you manage your
Page). You can add position roles to your Creator Studio, separate
from any permissions given to people in the Business Manager.
Let’s get introduced to Creator Studio by scheduling your first post:
Step 1: To access Creator Studio, visit https://business.facebook.
com/creatorstudio.
Step 2: There will be two icons in
the top navigation bar indicative of
Facebook and Instagram. Clicking on
these logos will change where your
posts are being published. Let’s start
with Facebook.
Clicking on the ‘Create Post’ button
will show a drop-down menu of all
the different Post options to choose
from. For this example, let’s do a
simple post by selecting ‘Create Post.’
Step 3: A pop-up looking similar to your typical posting options will
show. Upload an image by clicking on ‘Share a Photo’ and write a
brief description to invite engagement.

Step 4: To schedule your post, click the arrow icon next to the
‘Publish’ button and hit ‘Schedule’ to set a given time for your post
to show. Finalize by clicking ‘Schedule.’
Step 5: From the Creator Studio Home, click on the ‘Content Library’
tab in the main navigation to see published, schedules, drafts, and
expired posts all on one page.

Discover the 5 W’s (and an H) of Your Facebook
Marketing Strategy: Take time to research the Who, What,
When, Where, Why, and How of your Facebook strategy.
Set Up Your Facebook Business Page: Facebook Pages
are used to show business-specific information like location,
websites, and more.
Get to Know Your Facebook Business Manager: Facebook
Manager is where you will manage all marketing advertising,
create digital catalogs, allow account access to other users,
and more.
Set Up Your Facebook Advertising Account: This will
connect your business page to any advertising effots once
your start creating ad campaigns.
Use Facebook Creator Studio to Manage Your Posts:
Creator Studio brings together all the tools you need to
effectively post, manage, monetize and measure content
across all your Facebook Pages and Instagram accounts.
Complete tasks like:
• Scheduling
• Tracking
• Publishing
• Monitoring
• In-depth video post metrics
• View simplified insights
PHASE 1: FIRST 100 FOLLOWERS
WHAT SHOULD YOU DO TODAY?

HOW TO GET THE FIRST 1,000 FOLLOWERS
P H A S E 2
OPTIMIZING
OPTIMIZING YOUR
CONTENT FOR
LIKES & FOLLOWS

O P T I M I Z E Y O U R C O N T E N T
To obtain a higher than average social media presence , you’ll need
to optimize your posts. There are several strategies for attracting
more attention to your posts and encouraging your audience to
engage via a reply or emoticon.
Communication: Like communicating with people face to face,
you get a different response from people when you talk “to them”
instead of “at them.” The difference is when you talk to someone,
you include open-ended statements or questions in hopes of
getting a response.
For example, people are more likely to respond when you say
something like, “How do you improve your summer tan?” Asking
questions or utilizing open-ended statements allows your
audience to respond and triggers a response.
Tell Stories:Gettingpersonalwithyouraudienceisahugebenefit.
It’s vital because it strengthens a connection between you and
your audience, builds trust, and aligns people with your message.
Telling a story is a perfect way to connect with your audience on a
personal level.
Personality: With so much competition abound on social media,
a great way to set yourself apart is to utilize your personality. After
all, there’s only one “you.” Mixing in an occasional post that exposes
something close to your heart strengthens the bond between you
and your audience.

Hop on the Newest (Relevent) Trend: Highlight and target trends
that appeal to your audience. This is incredibly important because
the better you become with targeting trends, the more potential
your posts have of attracting more people. Ultimately, staying
with trending topics keeps your posts relevant and increases your
chances of appearing in feeds.
Trends evolve rapidly, and that can be intimidating. However, a
rapidly evolving environment supplies ample content for posts.
Predicting trends is priceless and is the ultimate goal of most
social media presences. It’s an essential factor in attaining a “viral”
presence with a post.

Utilize Branded Graphics: People are dynamic, with a desire to
soak up a lot of information in a short amount of time. As a result,
we gravitate toward pictures because they offer an opportunity to
absorb information rapidly and be visually stimulated at the same
time. Pictures relating to the topic you’re posting about are helpful,
but finding the right picture can boost engagement.
Keep in mind that certain colors
trigger responses in specific
content. For example, the color
red in a picture of a traffic light
can trigger tension or anxiety
for a reader, which might cause
them to skim over your post
and move on without engaging.
However, the color red in a picture
of a makeup ad might attract
the reader to your post because
it’s tied to an emotion of passion,
love, or seduction. If the post is
related to your business, try to
find pictures that have colors
similar to your business colors.
It creates a direct correlation
between the trend you’re posting
about and your company.

Offer Industry tips: Everyone loves a “hack,” and there’s still
some overlooked magic in this world. Take some of your specific
knowledgeforgettingthejobdoneandshareyourtipsforefficiency,
problem avoidance, and/or innovations. This unique approach puts
you front and center and time in the spotlight.
Offer Discounts or sales: If your social media presence revolves
around a business, and you shy away from utilizing contests as a
tool to increase social exposure, discounts or sales promotions are
a perfect way for you to shine light on what you have to offer. When
highlighting your promotion, don’t forget to include content like
pictures, video, and make it unique.
Post at optimal times: Timing is key and when you post is just
as important as what you post. Identify and target peak times
that your audience is on Facebook, so you can engage the largest
portion of your audience. Sprout Social is designed to identify and
aid in targeting when your audience is at its peak and when you
should post.

However, if you’re looking for something a bit more exact, Sprout
Social pulled information from over 20,000 accounts to try and
pinpoint the best times to post. As indicated by the chart on the
previous page, they found that the best day was Wednesday, with
times ranging between 11 a.m. and 2 p.m.
Test various posting frequencies: A tailored suit fits best because
everybody is different. The most crucial strategy is to test and track
results from the tools listed above. Augmenting how much of each
tool you implement is exactly like tailoring a suit to fit. The end
result is the best fitting overall strategy that gets you the best
results.
Coschedule worked together with 14 other sources to determine
the best posting frequency for Facebook, so you have one less thing
to worry about. They recommend posting “a minimum of three
times per week while keeping your maximum posting frequency
to 10 times per week.”

Blog posts: Blogs are the
building blocks of social
interaction in the digital world.
They’ve been around since the
beginning, and they haven’t lost
their value. Integrate your blog
posts onto Facebook; it creates
cohesion between social media
platforms and brings strength to
your Facebook presence.
M O S T P O P U L A R T Y P E S O F
F A C E B O O K P O S T S
Worldwide, more than 2.4 billion people use Facebook, making
it the largest social network of them all. Over 90 million small
businesses take advantage of this vast user base to create content
for their customers and work to connect with a broader audience. In
short, if you’re not using Facebook, you’re missing out on increased
retention rates, better brand awareness, and higher levels of trust.
Of course, this is easy to say, but posting for crickets isn’t exactly
rewarding.
To help you grow on Facebook and see the engagement you need,
here are 5 of the best types of posts you should utilize on Facebook
to increase followers and engagement rates.

Questions and Polls: The easiest way to engage with your
Facebook audience is to create posts that ask questions or create
a poll. As humans, we love to offer our own opinion and insight on
a topic, so when we see a post asking for help or our opinion, we
stop and think about replying.
Questions can encourage meaningful conversations between
you and your followers as well as within your audience. What you
ask can be derisive but playful, such as “Tacos or Burritos?” or more
meaningful. Where possible, ask them to be a part of your business,
as this can increase loyalty, too.
For example, when you’re comparing designs for something, run
it by them. “Do you like A, B, C, or D?” Whether or not you choose
their option is irrelevant, but they’ll feel like they played a part in
the decision-making process and thus more inclined to check in
with you regularly.
Polls create something visual and interactive for your audience,
and see high engagement rates because they require almost no
effort to engage with, and can help you collect valuable data.
Giveaways&Competitions: Agreatwaytoencourageengagement
is by offering regular giveaways and competitions for your followers.
Running competitions where users must like your Page and post
and either share your post to their Page or tag one or more of their
friends is one of the most effective ways to encourage users to
follow your brand and engage with your content.

Special Treatment for Followers: If you want to see real
engagement, you need to treat your Facebook followers as
“insiders.” They’re the lucky people who get to know what you’re
offering “before the rest.” What this is will depend on your business
model and your values, but can be:
Important Data as Infographics: If you want to present relevant
data to your followers, creating infographics is the best way to
do this. Many people can take in more information when visually
presented to them, and they’re incredibly sharable.
These types of posts are simple but effective. Ensure your Facebook
followers know they’re a part of your community in every post, and
reward them regularly.
Alternatively, you could encourage your followers to create their
own content using a hashtag created by your brand to be in
with the chance of winning a prize. If you create a fun, engaging
competition, more and more people will want to join in and will
come across your brand in the process.
• Early access to new product launches
• Special discounts
• Early notification of sales
• Opportunities to do things other customers wouldn’t (enter
competitions, name a new product, early video access, etc.)

Creating a simple infographic that matches your brand, with the
right color scheme and fonts allows you to present important data,
such as insights, faces, and figures, to your Facebook followers
without creating confusion.
Remember, infographics can be fun as well as informative! You
don’t have to be in a particular industry to create one. For example,
if you run a fleet of food trucks, you could make an infographic that
compares stats for each of your regular locations. Perhaps one type
of burger is more popular on one side of the city than the other – it
doesn’t have to be meaningful, but it will create conversation!
Engaging videos: The
popularity of video is
growing all the time.
Facebook would love to
steal some of that watch
time away from YouTube.
For that reason, video posts
still see more of an organic
boost from Facebook than
other types of posts. In
other words, video posts
equal to more views.

Facebook 360: As the name implies, these are videos or images
that your fans can view in 360 vision! From Facebook, “Facebook
360 has a special icon that indicates interactivity, capturing your
viewers’ attention and allowing them to discover and experience
your content. 360 Content on Facebook is easily shared across
Pages, Groups, and News Feed, allowing you to reach a broad
audience.”
To post a 360 image, simply select the 3D Photo option when
you make a post and select the image you’d like to feature. (This
works best with a 360 camera, but you can use whatever you
have available.)
Videos are the perfect way to promote your brand, convey your
message, give out important information, provide helpful
tutorials about using your product or service, or simply create
something fun that your target audience will enjoy watching.
The key with video is to not overthink it. Many businesses have
seen better engagement from unproduced video clips than
those with high-quality setups, so simply grab your smartphone
and start filming.
Remember, don’t overthink it too much – frequent posting
is better than one perfect post every so often. Just share and
start conversations frequently, and you’ll be ahead of your
competition.

Accessing your Facebook Analytics Page is simple: From your
business Page, click on the ‘Insights’ tab in the left-hand navigation,
and you’ll see an overview of your data so far. You can also view more
in-depth versions of the charts displayed in the Page Summary via
the main navigation.
H O W T O T R A C K & M E A S U R E
W I T H A N A LY T I C S

Below the Page Summary section, you’ll see ‘Your 5 Most Recent
Posts’, which gives you an overview of engagement metrics. For
example, you might find out that your image posts outperform
your blog posts.
Below that is the ‘Pages to Watch’ section, where you can add
competitorsorsimilarPagestocompareandcontrastyoureffortsto
theirs. This is one of Buffer’s favorite Facebook features, saying, “this
section is great for seeing how your Facebook Page is performing
among your peers and competitors. By looking at the top posts
of those Pages, you can also stay in touch with what’s trending in
your industry or curate great content for your Facebook fans.”
All this information is valuable in its own way, but how do you
know what to focus on and how to measure your Facebook page’s
success?

Understanding your metrics can help you determine what types of
content or ads are resonating with your particular audience, how
quickly or slowly your following is growing, your engagement rate,
and much more!
Let’s do a brief explanation of what kind of information each
Facebook Insight metric has to offer:
Followers: Total number of organic Page follows, paid Page
follows and unfollows, and where people followed you. This is a
great way to track the effectiveness of scheduled posts or when
followers are most active. Hootsuite recommends that “if you see a
spike of people choosing to unfollow your page, look at the content
you posted that day.” It’s just as important to know what entices
followers as well as what annoys them.

Likes: Total number of new likes shown in growth rate, averages,
and sources. This is great for spotting upwards and downwards
trends over time, monitoring the sources of your likes and dislikes
(organic vs. net vs. paid), and noting where your likes came from.
Reach:TotalnumberofpeoplethatsawyourpostsintheirFacebook
feed, either organically or through promotions. You’ll also be able to
monitor Reactions, Comments, and Shares. Because of Facebook’s
algorithm, posts with higher engagement rates will be served to
more people, increasing your post’s reach.

Alternatively, the Hide, Report as Spam, and Unikes section
indicates negative feedback, which can lower your reach. Buffer
offers the following tip when monitoring your reach: If you see a
spike of reach, engagement, or negative feedback, you can click or
drag to select that section of the graph and find out more. Facebook
will show you the active posts during that period, in decreasing
impression order.
Page Views: Total amount of times people have viewed your
Page, whether they were logged into Facebook or not. Because
this measures the same person visiting your Page twice as two
views, the ‘Total People Who Viewed’ metric is a more accurate
representation.
You can also view the ‘Top Sources’ section to see what other online
sources have brought people to your Page. For example, you may
find that more people find your Facebook page through Google
than Facebook itself.

Page Previews: Anyone who previewed your Page via a mouse-
over but did not necessarily view your Page. You’ll also be able to
see who clicked your CTA based on certain demographics.
Posts: Combines the total number of shares, comments, likes, etc.,
to determine how well your posts perform. This is where you can
see when your followers are online, which can be incredibly helpful
when trying to determine the best times to post.
Also, you can see what types of posts perform the best, be it images,
links, or videos. Finally, you can see what post types perform well for
your competitors in the ‘Top Posts from Pages You Watch’ section.
You can try replicating their success with a similar post type.
Actions on Page: The combined clicks collected from people who
clicked on your CTA, contact info, website link, or any other activity.

Since your primary focus is earning followers, we recommend
viewing the following metrics in this section:
• Post Clicks / Reactions, Comments & Shares
• Reactions / Comments / Shares
• Post Hides, Hides of All Posts, Reports of Spam, Unlikes
• Engagement Rates
Events: Indicates how well your event pages perform, including
event reach, how many people responded to your event, and their
demographics. You can also view event stats, including Awareness,
Engagement, Tickets, and Audience. This section also factors in
things like unique vs. repeat views and auto-played vs. clicked-to-
play.

Videos: Total number of video views that exceeded 3 seconds.
Both organic and paid video posts get their own section due to
determining success factors like view views, 10-second views,
and top videos overall. According to Sprout Social, “videos are
becoming increasingly popular post types, accounting for about
11% of Facebook posts. Between video ads, video posts, stories, and
live streams, Facebook videos garner up to 8 billion views per day.”
Stories: To ride the wave of success that Snapchat saw with 24-
hour mini videos, Facebook decided to utilize the same feature on
their platform with Stories in 2016.
According to Buffer, “the feature is focused around Facebook’s in-
app camera which allows users to overlay fun filters and Snapchat-
like lenses to their content as well as add visual geolocation tags to
their photos and videos. To access the camera, simply swipe right
on Facebook’s mobile app.” Much like Instagram stories, Facebook
stories will appear at the top of the app and be visible for 24 hours.

Messages: Showperformancemetricsofmessengerconversations.
Since messenger is an excellent way to engage with followers
personally, keep your responsiveness and total conversations high.
Everyone is trying to get social media users to follow their groups
and pages these days. With that much competition, you’ve got to
get pretty savvy about making sure that you are using the actual
real, helpful tools to get customers to engage with you.
Unless you are a Facebook pro, you could probably use a little
bit of a boost for Facebook engagement, right? Even if it’s just a
refresher course, knowing how to get your Facebook followers to
pay attention is going to always boost you in the right direction,
business-wise.
E N G A G E W I T H F O L L O W E R S

Use a chatbot (wisely): Chatbots are fantastic little helpers to
answer questions and direct customers to contact you and your
brand. Chatbots can be used effectively on Facebook to answer
questions, get information on your location or hours, and more.
They can also be used to direct customers to discounted items in
your store and more. Embrace them and use them to help wherever
possible. It also cuts down on your response time, which is a serious
help to the chronically impatient customer.

Reply to comments: Whenever someone posts a comment on
your Page, make sure that you reply to it. You can choose to tag or
no tag, depending. No matter how many times you have to respond
to the same question, reply to it!
Bonus points: Include a link to help direct them. This is something
that a chatbot can help with, and it really does make a difference.
If the comment doesn’t have anything to reply to, logically, use an
emoji (more on that in a minute) or “like” the comment! It shows
those reading and commenting that you’ve seen it and that you
are acknowledging it, too.
Embrace those emojis: Maybe you love ‘em, and maybe you hate
‘em, but emojis are certainly here to stay. You’ll want to use them
liberally in your posts, comments, replies, and more. Don’t spam
people with 60 of them if just 3 will do, however.
Not sure what some of them mean? Check out your competition
and see what ones are most used and which ones seem to go over
the best. You can just dabble here and there, so don’t worry about
being fluent in emoji!!

Everyone loves a good GIF: From funny photos to memes to
GIFs to videos, customers love, love, love media. While you’ll want
to rely on hashtags to properly tag and get people’s attention, you
can keep your posts short and rely on the visuals to attract people
to tag their friends and share the content. T
he modern-day customer and follower respond best to video and
image content, so this is the best way to get them to share and
boost Facebook engagement easily. We recommend Giphy.com
for all your GIF needs.
Incentivizecustomerstocheck-in: Ifyou’vegotaphysicallocation
that you want to get people to come to, make sure that customers
and Facebook followers are incentivized to check in there. Maybe
they get a discount or a freebie, or an exclusive coupon. Whatever
goodie they get, they’ll be more likely to check-in, which does a lot
for your authority and also gets their friends interested in you, too,
since they’ll see the check-in!

84 | o n e m i l l i o n F o l l o w e r s
Try a giveaway: Giveaways
are relatively new to Facebook,
but they’re great ways to really
increase engagement. Give away
something from your brand,
whatever it may be selling and
publicizing. Freebies are pretty
much the best way to get the
savings-motivated customer to
like, share, or otherwise engage.
You can make that a condition,
too! For instance: if a follower
likes and shares their Page,
they’re interested in the draw to
win the giveaway. It’s a fun way
to really see how competitive
people can be and enjoy some
great new additions.
Partner with someone: If you’ve got a connection to an influencer
or another local business that is a logical connection, partner with
them through tags and shared posts and boosts, etc.
Connecting with someone online is as profitable as in-person
connecting these days for the skeptical Facebook followers. It also
shows customers that you are rooted in the community, and you
have connections - giving you better authority and trustworthiness.

The popularity of Facebook Groups is backed by the similarities of
top forums like Reddit and Quora. With Groups, you can create an
exclusive online space where like-minded followers can connect
with each other and build an engaged community. Facebook
Groups offer additional features like:
Besides building a sense of inclusion and comradery, the benefits
of Facebook Groups are too good to pass up. Did we mention it’s
free? Let’s set up your group now:
C R E A T E A F A C E B O O K G R O U P
More than 1 billion people around the world use
More than 1 billion people around the world use
Groups. And more than 100 million people see Groups
Groups. And more than 100 million people see Groups
as the most important part of their experience on
as the most important part of their experience on
Facebook. -Buffer
Facebook. -Buffer
• Built-in analytics (a.k.a. Group Insights)
• Ability to host private groups
• Post documents, create polls, and even buy and sell options
• Group chat with your members
• Members receive notifications about new group posts
Step 1: Visit https://www.facebook.com/groups and click on the
‘Create New Group’ option.

Step 2: Name your group and choose your desired settings. Public
Groups allow anyone to see what’s posted, whether they’re part of
the group or not. Private Groups ensure that only group members
can see what’s posted.
According to Oneupapp, “Private Groups tend to have better
community and engagement, as there are many people on
Facebook that do not want their friends and family to see their
comments made in a Public Group.”
Additionally, visible groups are the recommended option if you
want to grow your group size. Once done, click the ‘Create’ button.
Step 3: You’ll be taken to your new Group page, where you can
customize your Page with a cover photo and description. Again,
we recommend using canva.com to come up with an attractive
cover image.

Step 4: Select the ‘Edit Group Settings’ option by clicking on the
‘More’ button. From here, you’ll have the option to change several
elements, including Group type, tags, linked pages, colors, post
topics, and more. The more details you can provide, the more
appealing your group will be to followers.

Optimize Your Content for Likes: Implement strategies
for attracting more attention to your posts and encourage
audience engagement.
Test Popular Types of Facebook Posts: Switch up your
content between blogs, images, videos, polls, giveaways,
infographics, and more to see what resonates with your fans.
Track & Measure with Analytics: Pay close attention to Post
Clicks / Reactions, Comments & Shares, Post Hides, Hides of All
Posts, Reports of Spam, Unlikes, and Engagement Rates.
Engage with Your Followers: Respond to your followers
within a reasonable time and utilize reactions, emojis, check-
ins, and other tactics to increase engagement.
Create a Facebook Group: Besides building a sense of
inclusion and comradery, the benefits of Facebook Groups are
great for encreasing engagement and building brand loyalty.
PHASE 2: 100-1,000 FOLLOWERS
• Offer Advice/Tips
• Offer Discounts/Sales
• Test Posting Times
• Utilize Relevent Trends
• Create Branded Graphic
• Tell Stories

P H A S E 3
GET STARTED WITH
FACEBOOK ADS
FACEBOOK ADS

C R E A T E A C U S T O M A U D I E N C E
ThemostimportantpartofcreatingFacebookAdsisunderstanding
who you want to see them and why. Much like a buyer persona, a
follower profile should paint a clear picture of what kind of person
is going to be the most interested in your Page. You should have a
strong understanding of factors like their demographics, interests,
and behaviors. Keep in mind that it’s totally fine to have more than
one target audience.
You can find useful demographics data on your insights Page. The
‘Actions on Page’ tab is most helpful for indicating what types of
people are the most interested in your Page. This section will also
reveal helpful stats like age and gender, country, city, and device.
YoucanusethisinformationtobuildastrongerFacebookAudience.
Once you have a good profile, you can put your audience together
in the Audience Manager Tool. Here’s how:
Step 1: From the Business Manager tool, click on ‘Audiences’ in the
‘Advertise’ section in the main navigation.
Step 2: Since we haven’t run any ads yet, click ‘Create Audience’
and select ‘Custom Audience.’
Step 3: There are various ways you can create a relevant audience,
whether it’s using data from your personal website or Facebook
sources from Instagram, videos, and more. In this example, we will
utilize the ‘Facebook Page’ option to build an audience based on
people who already follow you.

Step 4: Since people who engage with your content are more
qualified to follow you, add people to the audience who have
‘engaged with any post or ad’ in the past year. (365 days is the
placeholder default.) Be sure to give your audience a distinct name
and, if you’d like, a description and click ‘Create Audience’ and hit
‘Done.’

P E R F O R M A F A C E B O O K
C O M P E T I T I V E A N A LY S I S
Great competitive analysis not only gives you the insider scoop on
what’s working for your competitors but allows you to plan your ads
out in advance to give your strategy a boost. A little bit of sleuthing
can go a long way. Start by visiting - you guessed it - a competitor’s
business page. We’ll continue with our Happy Skincare profile. In
our case, we started by looking up organic skincare in the search
bar and clicking ‘Pages’ in the main navigation.
Evaluating competitors on Facebook essentially
revolves around identifying your key rivals in the
niche and analyzing what all strategies they are
leveraging to grab leads. Also, it involves spotting
thebottlenecksinthepoliciesthatyourcompetitors
are using and enhancing on the same to snatch away
some of their customers. - Social Pilot

Le Pur Organic and their
43k followers seemed to be
a strong contender, so we
visited their Page to see what
we could find. Since the goal
is to attract more followers,
we want to see what kind
of engagement rates their
posts have. Of the 100 or so
studied posts, we noticed that
video posts and behind the
scenes posts had the highest
engagement, closely followed
by image posts about organic
skincare benefits.
There are plenty of other factors that can be gleaned from studying
your competitors: who their audience members are and what
they’re saying, the mistakes your competitors are making (and
how you can avoid doing the same), how often you should post,
and more.
Remember to refer back to your Insights to add competitors to
your ‘Pages to Watch’ and ‘Top posts from Pages you watch’
sections to track more detailed metrics, including engagement
rates, types of engagement, and post frequency.
Pro tip from Social Pilot: this section great for exploring the top
posts shared by your competitors that will give you an idea of what’s
trending in your niche.

B E S T F A C E B O O K A D T Y P E S
T O G E T M O R E F O L L O W E R S
Post Engagement: If you’re regularly posting on Facebook, it’s
obvious to identify which posts are performing better than others.
Facebook post engagement ads are designed to be paired with
betterperformingpoststoboosttheirengagementbyconveniently
positioning content specific people to favor and most likely will
follow. As a result, you gain more followers.

Video Ads: Video ads are incredibly useful and engaging with
today’s audience. This is a strong tool if used properly. The best
results come from videos in the highest resolution, in aspect ratios
of 9:16 or 16:9. They should be no longer than 240 minutes.
Page Like Ads: Facebook ads are still a convenient tool to entice
new users to “like” your Page so that they get to keep up to date
with your content as you post it. Hubpost explains that “Page like
campaigns are best for advertisers who put lots of effort into their
social media presence and produce content specifically for their
Facebook users to drive engagement.”
Carousel Ads: Carousel Ads give you more flexibility and are
designed for situations where one picture just isn’t enough because
they allow you to upload up to 10 pictures. These are perfect ads for
telling a story, new product launches, and Facebook hosts them
on their Page, as well as on Instagram, Messenger, and Audience
Network.

Slideshow Ads: These ads cost less than video ads and are perfect
for attracting new users who don’t have the time to sit through a
video ad. Slideshow ads are just like rotating billboards that give
users a quick glimpse of what you have to offer.
Image Ads: If you’re a fan of keeping it simple, Image ads are right
up your alley. They’re easy to create and efficient at driving visitors
to your site. People are greeted by a high-quality image that clearly
expresses what you’re about.
Source: WordStream
A N A T O M Y O F A G R E A T
F A C E B O O K A D

Facebook ads do cost money, but they offer plenty of benefits in
their own right, with all manner of algorithms and tracking boosts
totheiruse.Thisletsyouseetheireffectivenessfirsthand.Thatisone
of the biggest benefits of Facebook: that it happens in real-time.
This makes it fast and direct that both customers and businesses
can create a real bond and brand loyalty. You can’t beat that, and
doing it for free is just even better.
Since our 30-day goal is to reach one million followers, you’re going
toputtogetheranEngagementcampaign.AccordingtoConsumer
Acquisition, “campaign objectives are particularly important in
light of how much control we’ve given over to the algorithm.
Picking the right campaign objective is one of the last levers
we’ve got to manage our campaigns with, so choose it
wisely.” An Engagement campaign
will encourage your audience to
take some sort of action on your
Page, particularly likes and post
engagement. Let’s dive into exactly
how to make one.
P U T T O G E T H E R Y O U R F I R S T
A D V E R T I S I N G C A M P A I G N
Over 85% of social marketers are using Facebook
Over 85% of social marketers are using Facebook
ads, so if you’re not using them, it is extremely likely
ads, so if you’re not using them, it is extremely likely
that your competitors are. - Khoros
that your competitors are. - Khoros

Step 1: Go to your Ads Manager or visit https://www.facebook.com/
business/tools/ads-manager
Step 2: Click the green ‘Create’ button. Choose ‘Engagement’ as
your Campaign Objective and ‘Page likes’ as your Engagement
type.
Step 3: Name your campaign and set your budget. Note that
choosing the Lifetime Budget option will allow you to schedule
your ad to show during specific times.
Since we know Wednesdays between 11 a.m. and 2 p.m. perform
better than other times, this is highly recommended.

Step 4: Choose a name for your Ad Set. This should be descriptive
of the specific type of ad you’d like to create.
Next, decide how long you’d like to stretch your budget. In the Ad
Scheduling section, you click and drag to fill in the weekly calendar
according to your preferred dates and times.

Next, upload the audience we created at the beginning of this
phase by clicking on the ‘Used Saved Audience’ drop down and
selecting your audience.
Next, choose your ad placements. Automatic Placements will
allow Facebook to show your ad where they think it will perform
the best. Manual Placements allow you to choose where you’d
like your ad to appear.

Step 4: Almost done! Since we learned from our competitive
analysis that posts about videos and posts skin benefits do well,
we’ll combine the two ideas to make what’s sure to be a successful
ad. (And yes, we’re designing our ad in Canva!) Write your ad copy,
upload your image, and review your finished ad before publishing
and launching your ad!

Create a Custom Audience: Much like a buyer persona, a
follower profile should paint a clear picture of what kind of
person is going to be the most interested in your Page. You
should have a strong understanding of factors like
• Demographics
• Interests
• Behaviors
Perform a Competitive Analysis: Great competitive
analysis not only gives you the insider scoop on what’s
working for your competitors but allows you to plan your ads
out in advance to give your strategy a boost.
Best Facebook Ad Types to Get More Followers: Decide
what Facebook ads types work best for your brand from post
engagement campagins to like campaigns.
Put Together Your First Advertising Campaign: Put
everything you’ve learned so far together to craft your first
Facebook Ad campaign!
PHASE 3: 1,000-10,000 FOLLOWERS

P H A S E 4
MAKE MONEY
MAKE MONEY
ON FACEBOOK

M O N E T I Z E Y O U R P A G E F O R
Y O U R B R A N D O R B U S I N E S S
You’ve seen plenty of Facebook, Instagram, and YouTube pages
where people are garnering thousands of views, likes, and
followers. They have obviously branded their personalities and are
monetizing their influencer status. They could be the face of their
own line of products or consulting in some manner. Regardless,
the main unifying commonality is using social media to drive traffic
and convert visitors to customers. This isn’t a flash in the pan.
Digital social media is here to
stay, and it will be the thread that
connects all demographics. When
youarereadytolaunchyourbrand
or business on Facebook, there
is no button that does it all for
you. Instead, you need a plan of
attack.Readonforyourguided
tour of the potential methods
for money-making with your
Facebook page.

Facebook Community Standards: The Facebook Community
Standards are a policy that all pages must follow. This includes
non-monetized pages. So, if you currently have a page and are
in good standing (i.e., haven’t been suspended or banned), then
you are most likely following the rules. Facebook does not allow
graphic violence, nudity, and hate speech. These standards also
incorporate intellectual property and “catfishing.”
Partner Monetization Policies: Partner Monetization Policies
are the core standards for all brands wanting to monetize their
Facebook page. These policies include nationality requirements,
authentic engagement standards, payment terms, lists of eligible
platforms,authenticandoriginalcontent,verificationrequirements,
and content monetization policies.
Content Monetization Policies: The Content Monetization
Policies are focused on the individual pieces of content that you
create. Not all forms of content are allowed or can be monetized.
These standards list prohibited types of content, prohibited
behaviors, and restricted categories. Before you start creating
content or decide what to sell, make sure you check this list out.
Money generated on Facebook does not go through a third-party
page, like a separate webpage, PayPal, or an affiliate marketing
website. Facebook allows for certain direct monetization of your
Page as long as you stick to their policies and standards outlined
below.
Check Your Facebook Monetization Eligibility

To check your eligibility, visit the Creator Studio Page, and click
on the ‘Monetization’ tab in the main navigation. A pop up should
show a notification letting you know if your account is eligible and
tell you what setup tasks to complete to get started.
You must adhere to Facebook’s policies and standards to be eligible
for monetization.

The following activities are specifically designed to be directly
integrated into the Facebook platform. These monetized activities
are regulated by Facebook as they exist on your Page or in the
Marketplace. If you are looking for a low management method,
these on-site techniques are a great way to start.
D I R E C T F A C E B O O K
M O N E T I Z A T I O N A C T I V I T I E S
In-Stream Ads: Just like on YouTube, if your videos are getting a
lot of traffic, you can have Facebook insert ads at the beginning or
partially through the video. You will get paid a rate proportional to
the volume of views.
Fan Subscriptions: If you have a large fan base, you can create a
paywall on certain content. Facebook will set up a subscription-
based system for visitors to access your content. You can easily
adjust the pricing and timing schemes.
Branded Content: Branded content is the Facebook term for a
sponsored post, or influencer marketing. Brands and businesses
can pay you for official Facebook certified sponsor posts and other
content for your Page.

Stars: Stars are relatively new. These are gifts given to content
creators. Visitors can gift anyone stars, which have a certain
monetary value. All Facebook users can buy stars and give them
freely to deserving Facebook pages and other profiles.
Paid Online Events: If you are hosting a webinar or other live-
streamed event, you can sell digital tickets directly through
Facebook. The platform acts as an event planner and ticket box
office. This is great for influencers that regularly do tutorials and
are looking to have a live Q&A session or live performance of some
kind.

S O C I A L M E D I A C A L E N D A R . C O

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