How Publications Should Be Using Facebook

How pubs
should be using
Facebook!
Let’s talk about what’s happening with FB today, why it’s a big
deal for publishers, and how to leverage it to your advantage.
Webinar by Publication Printers Marketing Group 1

2Webinar by Publication Printers Marketing Group
A national leader in publisher-focused print,
manufacturing, and marketing strategies,
serving 1000+ titles and offering “print here,
publish everywhere” experiences and solutions
to improve readership and revenue

A marketing agency within Publication Printers
created to provide customized marketing
solutions for publishers that boost readership
and revenue and enhance content distribution

Speaker
Landon Dorssey
Marketing Manager | Social Media
Publication Printers
Landon.Dorssey@publicationprinters.com

Following Along
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Webinar Screen
Live Chat
Questions
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Webinar Tips
TIP We will send you the slides after the webinar.
Keep an eye open for tips like this. They
may answer some common questions.

1. What’s Happened so far in 2018
January
• Facebook started ranking content by source
• Decrease emphasis on public content in news feeds (only 10%)
• Localized, informative news became a priority
• Publications listed as “trustworthy” get even more priority
• More advanced user privacy settings and control
February
• Messenger gained standalone app functionality

March
• News Feed began even higher focus on connections/likes/local (96%)
• Cambridge Analytica and SCL suspended (data even more anonymized)
April
• New limits on third-party application data access created
• Introduced parental controls on child accounts
• Introduced the “Info and Ads” tab feature on non-user pages
May
• AR and other business tools were added to Messenger
• False News taskforce publicly released their resolution strategy

June
• Trending topics was removed from Facebook
• Fact Checking AI went into full effect
• Introduced subscription groups as a group admin option
• Introduced keyword snooze for news feed
July
• Introduced watch party for groups
TIP You can keep up with the latest news from FB at https://newsroom.fb.com/news/

• Harder to get organic exposure
• Fewer touchpoints with cold and
large-geo audiences
• Easier to get organic engagement
• More touchpoints with following and
local audiences
• Reliance on “following” audience
• Local content makes the most sense
• Need for high accuracy
• Need to hit multiple keywords
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2. What does this mean for publishers?
Webinar by Publication Printers Marketing Group

1. Use Facebook Business and Facebook Pixel
2. Use retargeting and audience building advertisements
3. Get to know your audience through “Insights”
4. Share your content (especially archives) on Facebook
5. Create original content for Facebook
6. Use Facebook and Instagram as a united force
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3. How do I make it work in my favor?

FB Business: A free, back-end platform manager that can handle
multiple accounts (and put them into groups), create paid ads and
posting, and allow coordination with external partners (consultants,
agencies, etc.)
FB Pixel: A free, unique tracking code that can be placed into your
website pages to track traffic movement and activity between your
Facebook pages and your owned sites
Why they matter: Both tools offer far more robust capabilities than
standard page management allows, from settings to access to data. Also,
they allow for your FB page to be monetized and for the creation of
custom target audiences from FB demographics or your own seed lists.
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Facebook Business and Facebook Pixel

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TIP You can create a Business account (which includes Pixels) for free at https://business.facebook.com/

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TIP Once you have created a Business account, you can add pages you already manage to it!

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Retargeting and Audience Building Ads:
Retargeting Ads: Track people who visit and take specific actions on
your web pages and FB, like visit subscription pages and don’t
subscribe, and create custom seed lists to use for targeted ads.
Audience Building ads: Use specified filtering based on anonymous
user data, lookalike audiences (look like my current subscribers or page
followers, etc.) or seed lists to drive more people to like your FB page
Why they matter: Retargeting ads allow you to reach your ideal
audiences with customized messages, rather than blanket adverting
(remember FB now punishes generic public content, even ads), and
audience building ads increase your readership size, and with your
“followers” being your only guaranteed audience with the new
changes, growing your page likes is vital (it also how you monetize FB).

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TIP It is possible to run ads without Business and Ad Manager, but you can’t use seed lists and the capabilities are very limited.

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Using Facebook Page “Insights”

What: All of your visual content (video and images), blurbs for each
of your stories (new and archives), and always include a link to the
whole/original content wherever it lives on your owned sites
Why: Content doesn’t get you anything if it isn’t being used, and if
you have the ability to increase traffic to your website or drive your
subscription numbers, shouldn’t you be doing it? That’s what sharing
your content can do
When: Whenever you post new content to your sites, tease it on FB,
and for archived content, pick one a week to pull out and feature
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Share your content on your Facebook page
TIP
Don’t be afraid to do multiple posts for the same content, or even duplicate a post you just did in the future! It can be just
as effective, if not more so if the content is popular. Just keep it to at least a week between repeating posts/content.

What: Videos, pictures, gifs, memes, soundbites, articles …
essentially just original and relevant; it doesn’t need to be lengthy or
big, just something that is specific to FB
Why: The idea is to keep your audience interested and reach them in
multiple ways, so why would you just do the same content in print,
on your website, and on social? Putting some original content that is
FB-only will give that audience a reason to keep following you there
instead of just going directly to the site, where interaction and
engagement is less likely, or doing neither and just doing print
When: At least once a week and done consistently (make a calendar)
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Create Original Content for Facebook

What: Both FB and IG have cross-posting abilities where, before you
post, you can set to use both channels (for IG, you can’t include links
and videos have time limits, but hashtags, emojis, and copy transfer)
Why: Publications today are often just as visual as they are copy-
driven, and the two channels work in sync while having entirely
different audiences, so posting to both gets you twice the reach and
engagement for the same amount of time and energy
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Use Facebook and Instagram Together
TIP
If you manually recreate a post for IG and slightly customize the copy (instead of the
identical cross-posting), you get better results, but it takes far more time and energy to do.

1. Don’t boost posts! Instead, create post advertisements within Business
2. Don’t use exact copy from existing content as your FB post/teaser
3. Don’t let your concerns about professionalism stop you from using emojis
4. Avoid stock photography whenever possible
5. Avoid posting sporadically (stick to an editorial calendar for FB)
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4. What should I avoid on Facebook?

YES, but on 3 conditions
• Only if more than 50% of your content isn’t behind a pay wall! (this
includes your archives/past content)
• Only if you’re willing to create original blurbs for each piece of
content (retroactive for archives included) and 1 weekly original piece
for Facebook distribution only
• Only if you’re willing to put at least $50/mo. into audience building
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5. Is Facebook worth the investment?

Q & A Session
TIP
Any questions we don’t get to during this session will be answered and sent as a post-
show email blast and, if possible, made available in the replay version of the webinar.

www.PubPrinters.com
Landon.Dorssey@publicationprinters.com
Thank you for joining us!

How Publications Should Be Using Facebook

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