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Facebook	
  
Tips,	
  Tricks,	
  &	
  Best	
  
Prac3ces	
  
2	
  
Introduc3on	
  
Understanding	
  The	
  Feed	
  	
  
Housekeeping	
  
Do’s	
  and	
  Don’ts	
  	
  
Content	
  Ideas	
  	
  
Ge@ng	
  ABen3on	
  
Contents	
  
3	
  
Facebook	
  can	
  be	
  complicated,	
  but	
  successfully	
  managing	
  
a	
  page	
  becomes	
  a	
  lot	
  easier	
  thanks	
  to	
  simple	
  changes	
  
you	
  can	
  make	
  in	
  your	
  content	
  strategy.	
  This	
  guide	
  will	
  
show	
  you	
  how	
  to	
  improve	
  your	
  Facebook	
  posts	
  and	
  go	
  
from	
  “stressful”	
  to	
  “social.”	
  
	
  
Introduc3on	
  
4	
  
Facebook	
  has	
  been	
  studying	
  the	
  way	
  we	
  interact	
  with	
  
content	
  in	
  our	
  feeds	
  for	
  years.	
  Just	
  like	
  how	
  our	
  habits	
  
and	
  preferences	
  online	
  change	
  overBme,	
  Facebook	
  
changes	
  the	
  quality	
  and	
  quanBty	
  of	
  content	
  it	
  displays	
  in	
  
the	
  feed.	
  	
  
	
  
While	
  it’s	
  frustraBng	
  to	
  know	
  that	
  most	
  posts	
  only	
  reach	
  
around	
  10%	
  of	
  fans,	
  prioriBzing	
  the	
  types	
  of	
  content	
  and	
  
fan	
  interacBons	
  the	
  current	
  algorithm	
  favors	
  will	
  help	
  
increase	
  feed	
  impressions.	
  
Understanding	
  The	
  Feed	
  
5	
  
	
  
	
  
What’s	
  In?	
  
Using	
  link-­‐shares	
  
Pos0ng	
  news	
  
Favoring	
  comments	
  over	
  likes	
  
Tagging	
  other	
  relevant	
  pages	
  
Crea0ng	
  event	
  pages	
  
Video	
  content	
  
	
  
	
  
Understanding	
  The	
  Feed	
  
6	
  
	
  
	
  
What’s	
  Out?	
  
Using	
  photos	
  for	
  every	
  post	
  
“Like-­‐bait”	
  
Frequently	
  circulated	
  content	
  
Text	
  status	
  posts	
  from	
  pages	
  
Sales	
  language	
  
	
  
	
  
	
  
	
  
Understanding	
  The	
  Feed	
  
7	
  
What	
  does	
  the	
  feed	
  algorithm	
  look	
  at?	
  
Posts	
  geFng	
  a	
  lot	
  of	
  engagement	
  across	
  all	
  of	
  Facebook	
  
Posts	
  that	
  other	
  fans	
  of	
  a	
  page	
  also	
  like	
  
Trending	
  conversa0ons	
  
Type	
  of	
  post	
  (text,	
  photo,	
  link-­‐share,	
  video)	
  
Type	
  of	
  profile	
  (personal	
  vs.	
  page)	
  
Sharability	
  
Content	
  source	
  
	
  
	
  
	
  
	
  
Understanding	
  The	
  Feed	
  
8	
  
deemphasizing	
  
markeBng	
  
posts	
  
upping	
  the	
  
importance	
  of	
  
video	
  
rewarding	
  
newsworthy	
  
content	
  
replacing	
  
search	
  as	
  #1	
  
traffic	
  source	
  
The	
  Newsfeed	
  
Recent	
  &	
  Upcoming	
  Changes	
  
9	
  
increase	
  focus	
  
on	
  driving	
  
traffic	
  from	
  
Facebook	
  
ensure	
  
shareability	
  of	
  
content	
  on	
  
other	
  
plaTorms	
  
put	
  more	
  
thought	
  into	
  
posts,	
  make	
  
them	
  more	
  
conversaBonal	
  
redouble	
  
efforts	
  at	
  
TwiVer,	
  
tumblr,	
  and	
  
Pinterest	
  
Strategies	
  
What	
  to	
  do	
  to	
  capitalize	
  on	
  these	
  changes.	
  
10	
  
Analy3cs	
  
Facebook	
  Insights	
  are	
  a	
  great	
  way	
  to	
  track	
  the	
  
performance	
  of	
  your	
  Facebook	
  page	
  and	
  will	
  help	
  you	
  
drive	
  strategic	
  markeBng	
  decisions	
  based	
  on	
  audience	
  
behavior.	
  	
  
11	
  
Clean	
  up!	
  Take	
  simple	
  steps	
  to	
  improve	
  your	
  Facebook	
  
presence	
  and	
  make	
  your	
  page	
  more	
  effecBve.	
  
	
  
1.  Add	
  a	
  buy	
  link	
  in	
  your	
  About	
  sec0on	
  for	
  easy	
  access.	
  If	
  
a	
  Call	
  To	
  Ac0on	
  buSon	
  appears	
  on	
  your	
  Page,	
  also	
  
add	
  the	
  buy	
  link	
  here.	
  
2.  Use	
  a	
  profile	
  picture	
  with	
  people	
  in	
  it	
  –	
  fans	
  are	
  more	
  
likely	
  to	
  pay	
  aSen0on	
  to	
  faces	
  than	
  logos	
  
3.  Include	
  new/recent	
  release	
  info	
  in	
  a	
  cover	
  photo	
  –	
  it’s	
  
prime	
  real	
  estate!	
  
4.  Add	
  a	
  concert	
  app	
  (Bandsintown	
  or	
  Songkick)	
  to	
  make	
  
sure	
  fans	
  can	
  always	
  find	
  tour	
  dates	
  without	
  digging	
  
through	
  old	
  posts	
  
Housekeeping	
  
12	
  
Before	
  making	
  a	
  post	
  on	
  Facebook,	
  ask	
  these	
  quesBons:	
  
	
  
Is	
  this	
  content...	
  
ü  …relevant	
  to	
  my	
  page?	
  
ü  …0mely?	
  
ü  …from	
  a	
  trusted	
  source	
  or	
  safe	
  website?	
  
ü  …interes0ng	
  enough	
  for	
  others	
  to	
  share?	
  
If	
  these	
  are	
  all	
  yesses,	
  then	
  you’re	
  ready	
  to	
  post!	
  
The	
  following	
  slides	
  have	
  Bps	
  for	
  improving	
  your	
  
updates.	
  
Do’s	
  and	
  Don’ts	
  
13	
  
DO…	
  
Tag	
  other	
  pages	
  menBoned	
  in	
  
your	
  posts.	
  If	
  your	
  content	
  is	
  
relevant	
  to	
  fans	
  of	
  the	
  other	
  
pages,	
  Facebook	
  may	
  show	
  
your	
  post	
  in	
  those	
  fans’	
  feeds.	
  
Tag	
  other	
  arBsts,	
  fesBval	
  
names,	
  venues,	
  retailers,	
  and	
  
websites/blogs/magazines.	
  
Do’s	
  and	
  Don’ts	
  
14	
  
DON’T…	
  
Introduce	
  unrelated	
  tags	
  to	
  try	
  to	
  reach	
  other	
  pages’	
  
fans.	
  Spam	
  tacBcs	
  won’t	
  work	
  here,	
  as	
  Facebook’s	
  
algorithm	
  is	
  looking	
  solely	
  for	
  relevant	
  content	
  to	
  share.	
  
Do’s	
  and	
  Don’ts	
  
15	
  
DO…	
  
	
  
Use	
  link-­‐shares.	
  Facebook’s	
  
focus	
  on	
  making	
  the	
  feed	
  a	
  
beVer	
  news	
  source	
  for	
  
users	
  means	
  their	
  algorithm	
  
now	
  favors	
  links.	
  	
  
	
  
	
  
Do’s	
  and	
  Don’ts	
  
16	
  
DON’T…	
  
Delete	
  link-­‐share	
  info	
  and	
  
use	
  a	
  text	
  URL.	
  Keep	
  the	
  
automaBcally	
  populated	
  
info!	
  
Do’s	
  and	
  Don’ts	
  
17	
  
DO…	
  
Share	
  important	
  news	
  across	
  
mulBple	
  plaTorms.	
  Some	
  
people	
  like	
  TwiVer,	
  while	
  
some	
  are	
  always	
  checking	
  
Instagram.	
  Having	
  info	
  on	
  
every	
  plaTorm	
  extends	
  your	
  
reach	
  and	
  keeps	
  you	
  from	
  
missing	
  fans.	
  
Do’s	
  and	
  Don’ts	
  
18	
  
DON’T…	
  
Sync	
  all	
  your	
  services	
  together	
  to	
  post	
  from	
  one	
  source.	
  
Social	
  networks	
  don’t	
  all	
  communicate	
  the	
  same	
  way.	
  
Prevent	
  broken	
  tags,	
  poor	
  formahng,	
  and	
  useless	
  links	
  
by	
  taking	
  a	
  few	
  extra	
  minutes	
  (just	
  a	
  few!)	
  to	
  make	
  
separate	
  posts.	
  
Do’s	
  and	
  Don’ts	
  
19	
  
DO…	
  
	
  
Post	
  about	
  individual	
  
shows.	
  Tag	
  the	
  venue	
  to	
  
increase	
  post	
  reach.	
  
Do’s	
  and	
  Don’ts	
  
20	
  
DON’T…	
  
Share	
  show	
  posts	
  
with	
  everyone.	
  
Geotarget	
  by	
  city	
  or	
  
state	
  to	
  make	
  sure	
  
fans	
  see	
  content	
  
that’s	
  relevant	
  to	
  
them.	
  GeotargeBng	
  
will	
  let	
  you	
  be	
  more	
  
specific	
  with	
  your	
  
copy	
  and	
  avoid	
  
cluVer.	
  
Do’s	
  and	
  Don’ts	
  
21	
  
DO…	
  
	
  
Join	
  or	
  create	
  conversaBons	
  
by	
  tracking	
  trending	
  topics	
  
and	
  using	
  relevant	
  hashtags.	
  
Do’s	
  and	
  Don’ts	
  
22	
  
DON’T…	
  
Go	
  overboard	
  on	
  the	
  hashtags.	
  Limit	
  it	
  to	
  one	
  per	
  post	
  
and	
  only	
  use	
  hashtags	
  that	
  are	
  relevant,	
  like	
  an	
  album	
  
Btle	
  used	
  throughout	
  your	
  markeBng	
  campaign	
  or	
  a	
  
common	
  hashtag	
  like	
  #tbt.	
  
Do’s	
  and	
  Don’ts	
  
23	
  
DO…	
  
Interact	
  with	
  fans.	
  Use	
  
the	
  “reply”	
  feature	
  to	
  
answer	
  fans	
  within	
  24	
  
hours.	
  Ignoring	
  
comments	
  can	
  create	
  
possible	
  anger	
  or	
  
disappointment.	
  	
  
Do’s	
  and	
  Don’ts	
  
24	
  
DON’T…	
  
Use	
  Facebook	
  like	
  TwiVer.	
  Spread	
  posts	
  out	
  and	
  have	
  
disBnct	
  purposes	
  for	
  making	
  them.	
  Contain	
  
conversaBons	
  with	
  fans	
  to	
  the	
  comments	
  secBon	
  of	
  a	
  
post.	
  
	
  
Do’s	
  and	
  Don’ts	
  
25	
  
DO…	
  
Tease	
  video	
  naBvely	
  on	
  Facebook	
  and	
  link	
  to	
  full	
  video	
  
on	
  YouTube	
  or	
  website.	
  
Do’s	
  and	
  Don’ts	
  
Post	
  30	
  seconds	
  of	
  the	
  
video.	
  
For	
  instance,	
  an	
  embed	
  
of	
  the	
  video	
  on	
  your	
  site.	
  
Use	
  the	
  CTA	
  feature	
  to	
  
drive	
  traffic	
  off	
  
Facebook.	
  
26	
  
DON’T…	
  
Rely	
  on	
  text	
  and	
  photo	
  posts	
  alone	
  to	
  engage	
  your	
  
audience.	
  	
  Video	
  posts	
  can	
  auto-­‐play	
  and	
  will	
  stand	
  out	
  
more	
  in	
  the	
  newsfeed.	
  
Do’s	
  and	
  Don’ts	
  
27	
  
DO…	
  
Replace	
  retail/sales	
  posts	
  with	
  
videos.	
  
	
  
What’s	
  beVer	
  than	
  telling	
  fans	
  to	
  go	
  
to	
  Best	
  Buy?	
  Going	
  to	
  Best	
  Buy	
  
yourself,	
  gehng	
  it	
  on	
  video,	
  and	
  
gehng	
  Best	
  Buy	
  to	
  share	
  that	
  video	
  
on	
  Facebook.	
  	
  
	
  
	
  
	
  
Do’s	
  and	
  Don’ts	
  
28	
  
DON’T…	
  
Simply	
  tell	
  fans	
  to	
  go	
  buy	
  your	
  record	
  with	
  text	
  and	
  a	
  
link	
  to	
  the	
  retailer.	
  Facebook	
  has	
  de-­‐emphasized	
  the	
  
markeBng	
  post,	
  so	
  these	
  posts	
  are	
  appearing	
  less	
  in	
  the	
  
newsfeed.	
  	
  
Do’s	
  and	
  Don’ts	
  
29	
  
DO…	
  
UBlize	
  the	
  Buzzfeed	
  model	
  when	
  creaBng	
  Facebook	
  videos.	
  
Do’s	
  and	
  Don’ts	
  
	
  HD	
  Video	
   	
  Uses	
  Text	
   Engagement	
  
30	
  
DON’T…	
  
Rely	
  on	
  a	
  video’s	
  audio	
  to	
  engage	
  fans.	
  Videos	
  uploaded	
  
to	
  Facebook	
  can	
  auto-­‐play	
  without	
  sound.	
  
Do’s	
  and	
  Don’ts	
  
31	
  
DO…	
  
Ensure	
  that	
  
websites	
  can	
  	
  
share	
  to	
  	
  
Facebook	
  and	
  
TwiVer	
  well.	
  
Do’s	
  and	
  Don’ts	
  
use	
  proper	
  Open	
  Graph	
  Tags	
  	
  
hVp://developers.facebook.com/docs/sharing/best-­‐pracBces#tags	
  
share	
  links	
  to	
  premieres	
  rather	
  than	
  capBon	
  photos	
  	
  
hVp://newsroom.r.com/news/2014/08/news-­‐feed-­‐fyi-­‐click-­‐baiBng/	
  
allows	
  for	
  beauBful,	
  full-­‐image	
  posts	
  
opBmize	
  images	
  on	
  your	
  site	
  hVp://developers.facebook.com/
docs/sharing/best-­‐pracBces#images	
  
ensures	
  a	
  full-­‐size	
  shared	
  image	
  
preview	
  your	
  shares	
  with	
  the	
  debug	
  tool	
  	
  
hVp://developers.facebook.com/tools/debug	
  
make	
  use	
  of	
  TwiVer	
  cards	
  on	
  your	
  site,	
  too	
  
hVp://dev.twiVer.com/cards/overview	
  
32	
  
DON’T…	
  
Post	
  content	
  without	
  opBmizing	
  it	
  for	
  the	
  plaTorms	
  
you’re	
  sharing	
  it	
  on.	
  Great	
  looking	
  content	
  will	
  be	
  more	
  
engaging	
  and	
  will	
  ulBmately	
  be	
  more	
  share-­‐able.	
  
	
  
Use	
  Facebook’s	
  debug	
  tool	
  to	
  reveal	
  potenBal	
  issues:	
  
Do’s	
  and	
  Don’ts	
  
33	
  
DO…	
  
Use	
  the	
  link	
  format	
  when	
  premiering	
  with	
  media	
  partners.	
  
Do’s	
  and	
  Don’ts	
  
Facebook	
  rewards	
  
newsworthy	
  content	
  
copy	
  and	
  context	
  plus	
  large	
  
picture	
  and	
  headline	
  
users	
  click	
  on	
  these	
  more	
  than	
  
status	
  links	
  or	
  photo	
  capBons	
  
enBre	
  area	
  is	
  clickable;	
  beVer	
  
for	
  mobile	
  users	
  
34	
  
DON’T…	
  
Post	
  a	
  bare	
  link	
  or	
  a	
  photo	
  with	
  a	
  link	
  in	
  the	
  capBon.	
  Rich	
  link	
  
posts	
  are	
  clicked	
  on	
  at	
  twice	
  the	
  rate	
  of	
  capBons	
  and	
  plain	
  
links.	
  
Do’s	
  and	
  Don’ts	
  
35	
  
DO…	
  
Drive	
  email	
  subscripBon	
  and	
  app	
  downloads	
  when	
  possible.	
  
Do’s	
  and	
  Don’ts	
  
DRIVE	
  FANS	
  TO	
  YOUR	
  
WEBSITE,	
  EMAIL,	
  AND	
  APP	
  
the	
  most	
  control	
  over	
  	
  
your	
  messaging	
  
the	
  most	
  access	
  to	
  your	
  data	
  
future-­‐proof	
  against	
  major	
  
changes	
  to	
  third	
  party	
  
plaTorms	
  like	
  the	
  Facebook	
  
Newsfeed	
  
36	
  
DON’T…	
  
Rely	
  on	
  driving	
  traffic	
  to	
  other	
  social	
  media.	
  These	
  
desBnaBons	
  are	
  prone	
  to	
  change	
  and	
  the	
  audiences	
  you	
  
build	
  there	
  may	
  become	
  difficult	
  to	
  access.	
  Instead,	
  
drive	
  fans	
  to	
  a	
  hub	
  that	
  you	
  control.	
  
Do’s	
  and	
  Don’ts	
  
37	
  
DO…	
  
Create	
  Facebook	
  event	
  pages	
  for	
  
important	
  events.	
  	
  
•  Fans	
  will	
  be	
  alerted	
  when	
  
there	
  is	
  an	
  event	
  near	
  them	
  
and	
  again	
  as	
  a	
  reminder	
  when	
  
the	
  date	
  gets	
  closer.	
  
•  Fans	
  can	
  also	
  see	
  which	
  of	
  
their	
  friends	
  are	
  going	
  as	
  well	
  
as	
  invite	
  friends	
  that	
  may	
  be	
  
interested.	
  
Do’s	
  and	
  Don’ts	
  
38	
  
	
  
	
  
	
  
Coming	
  up	
  with	
  Facebook	
  content	
  is	
  the	
  biggest	
  struggle	
  
for	
  most	
  ar0sts	
  and	
  their	
  teams.	
  We	
  have	
  ways	
  to	
  beSer	
  
plan	
  and	
  prepare	
  for	
  your	
  Facebook	
  posts.	
  
Content	
  Ideas	
  
39	
  
Make	
  a	
  schedule	
  
	
  
SBcking	
  to	
  a	
  rough	
  content	
  schedule	
  keeps	
  your	
  opBons	
  
from	
  gehng	
  overwhelming	
  
Content	
  Ideas	
  
	
  	
  	
  	
  	
  	
  	
  M	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  T	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  W	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  R	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  F	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  S	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Su	
  
40	
  
	
  Never	
  doubt	
  that	
  you’re	
  interes0ng	
  
	
  
Fans	
  want	
  to	
  know	
  about	
  you.	
  Having	
  something	
  to	
  post	
  
on	
  Facebook	
  can	
  be	
  as	
  easy	
  as:	
  
•  Photos	
  of	
  gear	
  
•  A	
  cross-­‐posted	
  Instagram	
  video	
  from	
  the	
  van/bus	
  
•  A	
  link	
  to	
  a	
  favorite	
  song	
  or	
  video	
  with	
  a	
  liVle	
  
background	
  on	
  why	
  it’s	
  important/influenBal	
  
The	
  next	
  slides	
  have	
  a	
  list	
  of	
  different	
  op0ons	
  for	
  when	
  
you’re	
  stuck…	
  
Content	
  Ideas	
  
41	
  
Content	
  Ideas	
  
Photos	
  /	
  Images	
   Audio	
   Video	
  
Album	
  /	
  single	
  art	
  
Video	
  sBlls	
  
Merch	
  
Venue	
  during	
  soundcheck	
  
Backstage	
  
Gear	
  
Screenshots	
  of	
  tracking	
  
Crowd	
  at	
  a	
  show	
  –	
  
encourage	
  fans	
  to	
  tag	
  
themselves!	
  
Free	
  download	
  
In-­‐feed	
  track	
  stream	
  (by	
  
sharing	
  from	
  Official.fm,	
  
Soundcloud,	
  Bandcamp,	
  
etc.)	
  
SpoBfy	
  themed	
  playlists;	
  
setlists,	
  riding	
  in	
  the	
  van,	
  
songs	
  that	
  inspired	
  the	
  
new	
  album	
  etc.	
  
Recorded	
  greeBng	
  /	
  
update	
  
	
  
Short	
  announcements	
  
Album	
  Trailer	
  	
  
Music	
  Video	
  Teasers	
  
Answers	
  to	
  fan	
  quesBons	
  
Backstage	
  tours	
  
Studio	
  tours	
  
AcousBc	
  versions	
  of	
  songs	
  
	
  
42	
  
It	
  has	
  become	
  increasingly	
  important	
  to	
  use	
  na0ve	
  
Facebook	
  video	
  content.	
  Some	
  things	
  to	
  keep	
  in	
  mind:	
  	
  
1.  When	
  Facebook's	
  algorithm	
  decides	
  what	
  to	
  show	
  on	
  
people’s	
  news	
  feeds	
  it	
  gives	
  preference	
  to	
  naBve	
  video	
  
content.	
  	
  
2.  Majority	
  of	
  Facebook	
  video	
  views	
  happen	
  on	
  mobile	
  
devices.	
  
3.  Facebook	
  videos	
  can	
  now	
  be	
  embedded.	
  This	
  allows	
  
users	
  to	
  share	
  content	
  that	
  will	
  contribute	
  to	
  original	
  
video’s	
  views	
  and	
  comments.	
  In	
  doing	
  so,	
  Facebook's	
  
algorithm	
  will	
  be	
  alerted	
  and	
  can	
  extend	
  the	
  videos	
  
reach.	
  	
  
Content	
  Ideas	
  
	
  Facebook	
  Video	
  
	
  
43	
  
•  Schedule	
  videos	
  to	
  automate	
  your	
  
content	
  calendar	
  
–  When	
  video	
  is	
  uploaded	
  click	
  the	
  
arrow	
  next	
  to	
  “Publish”	
  and	
  choose	
  
“Schedule	
  Post”	
  from	
  there	
  you	
  can	
  
select	
  the	
  date	
  and	
  the	
  Bme.	
  
•  Set	
  expira3on	
  date	
  
–  If	
  an	
  expiraBon	
  date	
  is	
  necessary	
  for	
  
your	
  video,	
  once	
  the	
  video	
  has	
  expired	
  
it	
  will	
  no	
  longer	
  be	
  available	
  on	
  your	
  
Bmeline	
  or	
  anywhere	
  else.	
  This	
  
feature	
  may	
  come	
  in	
  handy	
  when	
  
there	
  are	
  licensing	
  restricBons.	
  
Content	
  Ideas 	
  	
  
Uploading	
  Facebook	
  Video	
  
44	
  
•  Facebook	
  videos	
  automa3cally	
  play	
  on	
  users	
  newfeed	
  without	
  
sound.	
  Adding	
  cap3ons	
  will	
  help	
  capture	
  fans	
  aBen3on	
  un3l	
  the	
  
sound	
  is	
  turned	
  on.	
  
–  On	
  computers,	
  users	
  can	
  choose	
  to	
  turn	
  capBons	
  on	
  by	
  
clicking	
  “CC”	
  at	
  the	
  boVom	
  right	
  corner.	
  Mobile	
  Facebook	
  
video	
  users	
  will	
  automaBcally	
  have	
  capBons	
  if	
  the	
  device	
  is	
  
on	
  mute.	
  
	
  
Content	
  Ideas	
  
Add	
  cap0ons	
  To	
  Facebook	
  Video	
  
45	
  
•  Find	
  your	
  video	
  library	
  under	
  “Publishing	
  Tools”	
  at	
  
the	
  top	
  of	
  the	
  arBst	
  page.	
  This	
  is	
  where	
  you	
  can	
  
manage	
  and	
  edit	
  all	
  videos.	
  	
  
	
  
	
  
Content	
  Ideas	
  
Managing	
  Your	
  Facebook	
  Videos	
  
46	
  
Facebook	
  Live	
  is	
  a	
  unique	
  feature	
  that	
  can	
  help	
  
arBsts	
  directly	
  connect	
  with	
  fans.	
  Fans	
  are	
  able	
  
to	
  watch	
  and	
  interact	
  with	
  real-­‐3me	
  video	
  that	
  
will	
  broadcast	
  through	
  your	
  Facebook	
  profile.	
  
Ways	
  to	
  uBlize	
  this	
  feature:	
  
•  Take	
  fans	
  behind	
  the	
  scenes	
  of	
  a	
  concert,	
  in	
  
the	
  recording	
  studio,	
  at	
  a	
  photo	
  shoot	
  or	
  
while	
  making	
  a	
  music	
  video.	
  
•  Host	
  a	
  fan	
  Q&A.	
  
•  Host	
  a	
  listening	
  party	
  for	
  your	
  new	
  album	
  
release.	
  Answer	
  fan	
  quesBons	
  while	
  they	
  
hear	
  the	
  album	
  for	
  the	
  first	
  Bme.	
  
Content	
  Ideas	
  
Facebook	
  Live	
  
47	
  
Pinning	
  content	
  on	
  your	
  page	
  helps	
  posts	
  get	
  noBced	
  
and	
  stay	
  noBced.	
  It	
  will	
  keep	
  your	
  post	
  at	
  the	
  top	
  of	
  your	
  
page	
  for	
  up	
  to	
  7	
  days	
  making	
  it	
  the	
  first	
  post	
  fans	
  see	
  will	
  
see.	
  	
  
Ge@ng	
  ABen3on	
  
	
  Pin	
  Important	
  Posts	
  
48	
  
Promo0ng	
  Posts	
  
If	
  you	
  want	
  to	
  reach	
  all	
  of	
  your	
  fans	
  on	
  Facebook,	
  you’re	
  
going	
  to	
  need	
  to	
  pay	
  to	
  promote	
  your	
  content.	
  Consider	
  
boos3ng	
  your	
  most	
  important	
  posts	
  (think	
  pre-­‐orders,	
  
buy	
  links,	
  and	
  major	
  asset	
  premieres	
  –	
  posts	
  that	
  are	
  
likely	
  to	
  convert	
  to	
  purchases)	
  with	
  a	
  small	
  budget	
  to	
  
increase	
  reach.	
  	
  
Ge@ng	
  ABen3on	
  
49	
  
To	
  Boost	
  a	
  post:	
  
1.  Go	
  to	
  a	
  post	
  you’ve	
  created	
  and	
  then	
  click	
  “Boost	
  
Post”	
  in	
  the	
  lower	
  right	
  corner.	
  
2.  Choose	
  your	
  audience	
  and	
  budget	
  and	
  how	
  long	
  you	
  
want	
  the	
  boost	
  to	
  be	
  live.	
  	
  
3.  Choose	
  payment	
  method.	
  
4.  Click	
  “Boost	
  Post”	
  and	
  you	
  are	
  good	
  to	
  go!	
  
Ge@ng	
  ABen3on	
  
Promo0ng	
  Posts	
  
	
  
twiVer.com/orchtweets	
  
facebook.com/theorchard	
  
linkedin.com/company/the-­‐orchard	
  
The	
  Orchard	
  and	
  its	
  logo	
  are	
  registered	
  trademarks	
  of	
  Orchard	
  
Enterprises	
  NY,	
  Inc.	
  All	
  Rights	
  Reserved.	
  All	
  other	
  trademarks	
  not	
  
owned	
  by	
  the	
  Orchard	
  Enterprises	
  NY,	
  Inc.,	
  its	
  parent	
  or	
  affiliates	
  that	
  
appear	
  herein	
  are	
  the	
  property	
  of	
  their	
  respec0ve	
  owners,	
  who	
  may	
  
or	
  may	
  not	
  be	
  affiliated	
  with,	
  connected	
  to,	
  or	
  sponsored	
  by	
  Orchard	
  
Enterprises	
  NY,	
  Inc.,	
  its	
  parent	
  or	
  its	
  affiliates.	
  
Thank	
  You!	
  
See	
  you	
  later	
  

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  • 2. 2   Introduc3on   Understanding  The  Feed     Housekeeping   Do’s  and  Don’ts     Content  Ideas     Ge@ng  ABen3on   Contents  
  • 3. 3   Facebook  can  be  complicated,  but  successfully  managing   a  page  becomes  a  lot  easier  thanks  to  simple  changes   you  can  make  in  your  content  strategy.  This  guide  will   show  you  how  to  improve  your  Facebook  posts  and  go   from  “stressful”  to  “social.”     Introduc3on  
  • 4. 4   Facebook  has  been  studying  the  way  we  interact  with   content  in  our  feeds  for  years.  Just  like  how  our  habits   and  preferences  online  change  overBme,  Facebook   changes  the  quality  and  quanBty  of  content  it  displays  in   the  feed.       While  it’s  frustraBng  to  know  that  most  posts  only  reach   around  10%  of  fans,  prioriBzing  the  types  of  content  and   fan  interacBons  the  current  algorithm  favors  will  help   increase  feed  impressions.   Understanding  The  Feed  
  • 5. 5       What’s  In?   Using  link-­‐shares   Pos0ng  news   Favoring  comments  over  likes   Tagging  other  relevant  pages   Crea0ng  event  pages   Video  content       Understanding  The  Feed  
  • 6. 6       What’s  Out?   Using  photos  for  every  post   “Like-­‐bait”   Frequently  circulated  content   Text  status  posts  from  pages   Sales  language           Understanding  The  Feed  
  • 7. 7   What  does  the  feed  algorithm  look  at?   Posts  geFng  a  lot  of  engagement  across  all  of  Facebook   Posts  that  other  fans  of  a  page  also  like   Trending  conversa0ons   Type  of  post  (text,  photo,  link-­‐share,  video)   Type  of  profile  (personal  vs.  page)   Sharability   Content  source           Understanding  The  Feed  
  • 8. 8   deemphasizing   markeBng   posts   upping  the   importance  of   video   rewarding   newsworthy   content   replacing   search  as  #1   traffic  source   The  Newsfeed   Recent  &  Upcoming  Changes  
  • 9. 9   increase  focus   on  driving   traffic  from   Facebook   ensure   shareability  of   content  on   other   plaTorms   put  more   thought  into   posts,  make   them  more   conversaBonal   redouble   efforts  at   TwiVer,   tumblr,  and   Pinterest   Strategies   What  to  do  to  capitalize  on  these  changes.  
  • 10. 10   Analy3cs   Facebook  Insights  are  a  great  way  to  track  the   performance  of  your  Facebook  page  and  will  help  you   drive  strategic  markeBng  decisions  based  on  audience   behavior.    
  • 11. 11   Clean  up!  Take  simple  steps  to  improve  your  Facebook   presence  and  make  your  page  more  effecBve.     1.  Add  a  buy  link  in  your  About  sec0on  for  easy  access.  If   a  Call  To  Ac0on  buSon  appears  on  your  Page,  also   add  the  buy  link  here.   2.  Use  a  profile  picture  with  people  in  it  –  fans  are  more   likely  to  pay  aSen0on  to  faces  than  logos   3.  Include  new/recent  release  info  in  a  cover  photo  –  it’s   prime  real  estate!   4.  Add  a  concert  app  (Bandsintown  or  Songkick)  to  make   sure  fans  can  always  find  tour  dates  without  digging   through  old  posts   Housekeeping  
  • 12. 12   Before  making  a  post  on  Facebook,  ask  these  quesBons:     Is  this  content...   ü  …relevant  to  my  page?   ü  …0mely?   ü  …from  a  trusted  source  or  safe  website?   ü  …interes0ng  enough  for  others  to  share?   If  these  are  all  yesses,  then  you’re  ready  to  post!   The  following  slides  have  Bps  for  improving  your   updates.   Do’s  and  Don’ts  
  • 13. 13   DO…   Tag  other  pages  menBoned  in   your  posts.  If  your  content  is   relevant  to  fans  of  the  other   pages,  Facebook  may  show   your  post  in  those  fans’  feeds.   Tag  other  arBsts,  fesBval   names,  venues,  retailers,  and   websites/blogs/magazines.   Do’s  and  Don’ts  
  • 14. 14   DON’T…   Introduce  unrelated  tags  to  try  to  reach  other  pages’   fans.  Spam  tacBcs  won’t  work  here,  as  Facebook’s   algorithm  is  looking  solely  for  relevant  content  to  share.   Do’s  and  Don’ts  
  • 15. 15   DO…     Use  link-­‐shares.  Facebook’s   focus  on  making  the  feed  a   beVer  news  source  for   users  means  their  algorithm   now  favors  links.         Do’s  and  Don’ts  
  • 16. 16   DON’T…   Delete  link-­‐share  info  and   use  a  text  URL.  Keep  the   automaBcally  populated   info!   Do’s  and  Don’ts  
  • 17. 17   DO…   Share  important  news  across   mulBple  plaTorms.  Some   people  like  TwiVer,  while   some  are  always  checking   Instagram.  Having  info  on   every  plaTorm  extends  your   reach  and  keeps  you  from   missing  fans.   Do’s  and  Don’ts  
  • 18. 18   DON’T…   Sync  all  your  services  together  to  post  from  one  source.   Social  networks  don’t  all  communicate  the  same  way.   Prevent  broken  tags,  poor  formahng,  and  useless  links   by  taking  a  few  extra  minutes  (just  a  few!)  to  make   separate  posts.   Do’s  and  Don’ts  
  • 19. 19   DO…     Post  about  individual   shows.  Tag  the  venue  to   increase  post  reach.   Do’s  and  Don’ts  
  • 20. 20   DON’T…   Share  show  posts   with  everyone.   Geotarget  by  city  or   state  to  make  sure   fans  see  content   that’s  relevant  to   them.  GeotargeBng   will  let  you  be  more   specific  with  your   copy  and  avoid   cluVer.   Do’s  and  Don’ts  
  • 21. 21   DO…     Join  or  create  conversaBons   by  tracking  trending  topics   and  using  relevant  hashtags.   Do’s  and  Don’ts  
  • 22. 22   DON’T…   Go  overboard  on  the  hashtags.  Limit  it  to  one  per  post   and  only  use  hashtags  that  are  relevant,  like  an  album   Btle  used  throughout  your  markeBng  campaign  or  a   common  hashtag  like  #tbt.   Do’s  and  Don’ts  
  • 23. 23   DO…   Interact  with  fans.  Use   the  “reply”  feature  to   answer  fans  within  24   hours.  Ignoring   comments  can  create   possible  anger  or   disappointment.     Do’s  and  Don’ts  
  • 24. 24   DON’T…   Use  Facebook  like  TwiVer.  Spread  posts  out  and  have   disBnct  purposes  for  making  them.  Contain   conversaBons  with  fans  to  the  comments  secBon  of  a   post.     Do’s  and  Don’ts  
  • 25. 25   DO…   Tease  video  naBvely  on  Facebook  and  link  to  full  video   on  YouTube  or  website.   Do’s  and  Don’ts   Post  30  seconds  of  the   video.   For  instance,  an  embed   of  the  video  on  your  site.   Use  the  CTA  feature  to   drive  traffic  off   Facebook.  
  • 26. 26   DON’T…   Rely  on  text  and  photo  posts  alone  to  engage  your   audience.    Video  posts  can  auto-­‐play  and  will  stand  out   more  in  the  newsfeed.   Do’s  and  Don’ts  
  • 27. 27   DO…   Replace  retail/sales  posts  with   videos.     What’s  beVer  than  telling  fans  to  go   to  Best  Buy?  Going  to  Best  Buy   yourself,  gehng  it  on  video,  and   gehng  Best  Buy  to  share  that  video   on  Facebook.           Do’s  and  Don’ts  
  • 28. 28   DON’T…   Simply  tell  fans  to  go  buy  your  record  with  text  and  a   link  to  the  retailer.  Facebook  has  de-­‐emphasized  the   markeBng  post,  so  these  posts  are  appearing  less  in  the   newsfeed.     Do’s  and  Don’ts  
  • 29. 29   DO…   UBlize  the  Buzzfeed  model  when  creaBng  Facebook  videos.   Do’s  and  Don’ts    HD  Video    Uses  Text   Engagement  
  • 30. 30   DON’T…   Rely  on  a  video’s  audio  to  engage  fans.  Videos  uploaded   to  Facebook  can  auto-­‐play  without  sound.   Do’s  and  Don’ts  
  • 31. 31   DO…   Ensure  that   websites  can     share  to     Facebook  and   TwiVer  well.   Do’s  and  Don’ts   use  proper  Open  Graph  Tags     hVp://developers.facebook.com/docs/sharing/best-­‐pracBces#tags   share  links  to  premieres  rather  than  capBon  photos     hVp://newsroom.r.com/news/2014/08/news-­‐feed-­‐fyi-­‐click-­‐baiBng/   allows  for  beauBful,  full-­‐image  posts   opBmize  images  on  your  site  hVp://developers.facebook.com/ docs/sharing/best-­‐pracBces#images   ensures  a  full-­‐size  shared  image   preview  your  shares  with  the  debug  tool     hVp://developers.facebook.com/tools/debug   make  use  of  TwiVer  cards  on  your  site,  too   hVp://dev.twiVer.com/cards/overview  
  • 32. 32   DON’T…   Post  content  without  opBmizing  it  for  the  plaTorms   you’re  sharing  it  on.  Great  looking  content  will  be  more   engaging  and  will  ulBmately  be  more  share-­‐able.     Use  Facebook’s  debug  tool  to  reveal  potenBal  issues:   Do’s  and  Don’ts  
  • 33. 33   DO…   Use  the  link  format  when  premiering  with  media  partners.   Do’s  and  Don’ts   Facebook  rewards   newsworthy  content   copy  and  context  plus  large   picture  and  headline   users  click  on  these  more  than   status  links  or  photo  capBons   enBre  area  is  clickable;  beVer   for  mobile  users  
  • 34. 34   DON’T…   Post  a  bare  link  or  a  photo  with  a  link  in  the  capBon.  Rich  link   posts  are  clicked  on  at  twice  the  rate  of  capBons  and  plain   links.   Do’s  and  Don’ts  
  • 35. 35   DO…   Drive  email  subscripBon  and  app  downloads  when  possible.   Do’s  and  Don’ts   DRIVE  FANS  TO  YOUR   WEBSITE,  EMAIL,  AND  APP   the  most  control  over     your  messaging   the  most  access  to  your  data   future-­‐proof  against  major   changes  to  third  party   plaTorms  like  the  Facebook   Newsfeed  
  • 36. 36   DON’T…   Rely  on  driving  traffic  to  other  social  media.  These   desBnaBons  are  prone  to  change  and  the  audiences  you   build  there  may  become  difficult  to  access.  Instead,   drive  fans  to  a  hub  that  you  control.   Do’s  and  Don’ts  
  • 37. 37   DO…   Create  Facebook  event  pages  for   important  events.     •  Fans  will  be  alerted  when   there  is  an  event  near  them   and  again  as  a  reminder  when   the  date  gets  closer.   •  Fans  can  also  see  which  of   their  friends  are  going  as  well   as  invite  friends  that  may  be   interested.   Do’s  and  Don’ts  
  • 38. 38         Coming  up  with  Facebook  content  is  the  biggest  struggle   for  most  ar0sts  and  their  teams.  We  have  ways  to  beSer   plan  and  prepare  for  your  Facebook  posts.   Content  Ideas  
  • 39. 39   Make  a  schedule     SBcking  to  a  rough  content  schedule  keeps  your  opBons   from  gehng  overwhelming   Content  Ideas                M                                      T                                    W                                      R                                      F                                      S                                        Su  
  • 40. 40    Never  doubt  that  you’re  interes0ng     Fans  want  to  know  about  you.  Having  something  to  post   on  Facebook  can  be  as  easy  as:   •  Photos  of  gear   •  A  cross-­‐posted  Instagram  video  from  the  van/bus   •  A  link  to  a  favorite  song  or  video  with  a  liVle   background  on  why  it’s  important/influenBal   The  next  slides  have  a  list  of  different  op0ons  for  when   you’re  stuck…   Content  Ideas  
  • 41. 41   Content  Ideas   Photos  /  Images   Audio   Video   Album  /  single  art   Video  sBlls   Merch   Venue  during  soundcheck   Backstage   Gear   Screenshots  of  tracking   Crowd  at  a  show  –   encourage  fans  to  tag   themselves!   Free  download   In-­‐feed  track  stream  (by   sharing  from  Official.fm,   Soundcloud,  Bandcamp,   etc.)   SpoBfy  themed  playlists;   setlists,  riding  in  the  van,   songs  that  inspired  the   new  album  etc.   Recorded  greeBng  /   update     Short  announcements   Album  Trailer     Music  Video  Teasers   Answers  to  fan  quesBons   Backstage  tours   Studio  tours   AcousBc  versions  of  songs    
  • 42. 42   It  has  become  increasingly  important  to  use  na0ve   Facebook  video  content.  Some  things  to  keep  in  mind:     1.  When  Facebook's  algorithm  decides  what  to  show  on   people’s  news  feeds  it  gives  preference  to  naBve  video   content.     2.  Majority  of  Facebook  video  views  happen  on  mobile   devices.   3.  Facebook  videos  can  now  be  embedded.  This  allows   users  to  share  content  that  will  contribute  to  original   video’s  views  and  comments.  In  doing  so,  Facebook's   algorithm  will  be  alerted  and  can  extend  the  videos   reach.     Content  Ideas    Facebook  Video    
  • 43. 43   •  Schedule  videos  to  automate  your   content  calendar   –  When  video  is  uploaded  click  the   arrow  next  to  “Publish”  and  choose   “Schedule  Post”  from  there  you  can   select  the  date  and  the  Bme.   •  Set  expira3on  date   –  If  an  expiraBon  date  is  necessary  for   your  video,  once  the  video  has  expired   it  will  no  longer  be  available  on  your   Bmeline  or  anywhere  else.  This   feature  may  come  in  handy  when   there  are  licensing  restricBons.   Content  Ideas     Uploading  Facebook  Video  
  • 44. 44   •  Facebook  videos  automa3cally  play  on  users  newfeed  without   sound.  Adding  cap3ons  will  help  capture  fans  aBen3on  un3l  the   sound  is  turned  on.   –  On  computers,  users  can  choose  to  turn  capBons  on  by   clicking  “CC”  at  the  boVom  right  corner.  Mobile  Facebook   video  users  will  automaBcally  have  capBons  if  the  device  is   on  mute.     Content  Ideas   Add  cap0ons  To  Facebook  Video  
  • 45. 45   •  Find  your  video  library  under  “Publishing  Tools”  at   the  top  of  the  arBst  page.  This  is  where  you  can   manage  and  edit  all  videos.         Content  Ideas   Managing  Your  Facebook  Videos  
  • 46. 46   Facebook  Live  is  a  unique  feature  that  can  help   arBsts  directly  connect  with  fans.  Fans  are  able   to  watch  and  interact  with  real-­‐3me  video  that   will  broadcast  through  your  Facebook  profile.   Ways  to  uBlize  this  feature:   •  Take  fans  behind  the  scenes  of  a  concert,  in   the  recording  studio,  at  a  photo  shoot  or   while  making  a  music  video.   •  Host  a  fan  Q&A.   •  Host  a  listening  party  for  your  new  album   release.  Answer  fan  quesBons  while  they   hear  the  album  for  the  first  Bme.   Content  Ideas   Facebook  Live  
  • 47. 47   Pinning  content  on  your  page  helps  posts  get  noBced   and  stay  noBced.  It  will  keep  your  post  at  the  top  of  your   page  for  up  to  7  days  making  it  the  first  post  fans  see  will   see.     Ge@ng  ABen3on    Pin  Important  Posts  
  • 48. 48   Promo0ng  Posts   If  you  want  to  reach  all  of  your  fans  on  Facebook,  you’re   going  to  need  to  pay  to  promote  your  content.  Consider   boos3ng  your  most  important  posts  (think  pre-­‐orders,   buy  links,  and  major  asset  premieres  –  posts  that  are   likely  to  convert  to  purchases)  with  a  small  budget  to   increase  reach.     Ge@ng  ABen3on  
  • 49. 49   To  Boost  a  post:   1.  Go  to  a  post  you’ve  created  and  then  click  “Boost   Post”  in  the  lower  right  corner.   2.  Choose  your  audience  and  budget  and  how  long  you   want  the  boost  to  be  live.     3.  Choose  payment  method.   4.  Click  “Boost  Post”  and  you  are  good  to  go!   Ge@ng  ABen3on   Promo0ng  Posts    
  • 50. twiVer.com/orchtweets   facebook.com/theorchard   linkedin.com/company/the-­‐orchard   The  Orchard  and  its  logo  are  registered  trademarks  of  Orchard   Enterprises  NY,  Inc.  All  Rights  Reserved.  All  other  trademarks  not   owned  by  the  Orchard  Enterprises  NY,  Inc.,  its  parent  or  affiliates  that   appear  herein  are  the  property  of  their  respec0ve  owners,  who  may   or  may  not  be  affiliated  with,  connected  to,  or  sponsored  by  Orchard   Enterprises  NY,  Inc.,  its  parent  or  its  affiliates.   Thank  You!   See  you  later