2. • Future’s combined Facebook/Twitter
audience: over 5m
• Future Facebook fans up 57% in FY12
• Twitter followers up 71%
• Traffic to Future sites from social media: up
80% year-on-year
First, some numbers
Future | Social media | April 2013
5. Why is EdgeRank
important?
Future | Social media | April 2013
As little as 12% of the average page’s fans
see each post. Of a page with 10,000 fans,
that’s 1,200
This is because the vast majority of fans
interact with you in their Newsfeed, not
on your page
Newsfeed isn’t a newsfeed. It’s a chart.
How do you get into it more often?
6. Understanding EdgeRank
Future | Social media | April 2013
WEIGHT
Posts have different value.
Videos, photos, links, text
updates
AFFINITY
Between page and fan.
Shares, comments, likes
TIME DECAY
How long ago was the
“Edge” posted?
7. Applying EdgeRank
Future | Social media | April 2013
• Keep EdgeRank – your Facebook ‘credit score’ – in mind whenever
posting
• Lots of images. But mix it up
• Encourage interaction: ask questions, be pithy. Yes/no, fill in the
blank, “click like if…”
• Join the comments and improve page/fan affinity
• Comments doubly important: also combat time decay
• Look for a high Talking About This number in Facebook Insights.
These are your most engaging posts
8. 2. Facebook giveaways
Future | Social media | April 2013
• People love free stuff
• Facebook promotions build audience
and awareness
• But aim for more than just a ‘like’
• And make sure you know the
rules
9. Don’t do this
Future | Social media | April 2013
“Like and share this post to enter”
competitions are against Facebook T&Cs.
Your page could be deleted
Why?
1. Must use a page tab/app
2. Liking or sharing a post is not entry
3. Informing winners
14. Twitter Lists
Future | Social media | April 2013
• Public or private
• Don’t need to follow
• Riders, journalists, clients,
influencers…
• Look for other public lists
• Use
15. 5. Twitter…
Future | Social media | April 2013
• Tweets can be very boring
• Ask questions; invite responses
• Aim for less than 140
• WHY should they click?
• And…
17. 6. Google Authorship
Future | Social media | April 2013
• More eye-catching in search =
more traffic
• Increased search result real
estate
• “More by this author”
• Authority: you know what you’re
talking about
plus.google.com/authorship
18. Social media doesn’t stick to UK office hours. Neither should you
7. Scheduling
Future | Social media | April 2013
22. • No silver bullet or one-size-fits-all approach
• Don’t expect huge traffic or direct revenue
• But set long-term goals and have a strategy
• You will drive engagement, brand awareness, loyalty
and advocacy
In conclusion
Future | Social media | April 2013
