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Facebook
Tips, Tricks, & Best Practices
• Introduction
• Understanding The Feed
• Housekeeping
• Do’s and Don’ts
• Content Ideas
• Getting Attention
2
Contents
Facebook is still holding out as the leading social platform user base with 2.23 billion monthly active users.
Holding the...
Facebook has been studying the way we interact with content in our feeds for years. Just like how our habits
and preferenc...
5
What’s IN
• Facebook Live
• Native Video Content
• Using Link-Shares
• Facebook Reactions
• Posting News
• Tagging Other...
• Posts receiving a lot of engagement
• Posts most relevant to each individual user
• Trending conversations
• Facebook Li...
Facebook Insights are a great way to track the performance of your Facebook page and will help you drive
strategic marketi...
• Add a smart link to your release in your About section for easy access
• Pin post with album release information to top ...
IS THIS CONTENT…
ü Relevant to my page
ü Timely?
ü From a trusted source or safe website?
ü Interesting enough for others ...
10
DO:
• Tag other pages mentioned in your posts. If your
content is relevant to fans of the other pages,
Facebook may sho...
11
DO:
• Use link-shares. Facebook’s focus on making the feed a better
news source for users means their algorithm favors ...
12
DO:
• Share important news across multiple
platforms. Some people like Twitter, while
others prefer to check Instagram....
13
DO:
• Post about individual shows
• Tag the venue to increase your reach
Do’s and Don’ts
Event Sharing
DON’T:
• Share s...
14
DO:
• Join or create conversations by tracking trending
topics and using relevant hashtags
Do’s and Don’ts
Joining Hash...
15
DO:
• Use the “reply” feature to answer fans within 24 hours. It is
important to connect with fans to develop and keep ...
16
DO:
• Use Facebook’s crossposting video to reach
new, relevant audiences. This makes it possible
to use the same video ...
17
DO:
• Replace retail/sales posts with videos
• Go live on Facebook with a buy link to the album
in the description. Sta...
18
DO:
• Share videos that are HD and use text. This has
been shown to grab Facebook users attention
and encourage engagem...
19
DO:
• Ensure that websites can share to Facebook well
• Use proper Open Graph Tags: FB Tags Best Practices
• Share link...
20
DO:
• Create Facebook event pages for important events
• Fans will be alerted when there is an event near
them and agai...
Developing content for Facebook can be a struggle for artists
and their teams. We have suggestions to better plan and
prep...
Adhering to a rough content schedule keeps your options from becoming overwhelming.
22
Content Ideas
Make a schedule
M T W...
Fans want to know you. With that in mind, posting to Facebook can be as easy as:
• Photos of gear backstage at a show
• A ...
24
• Album / single art
• Video stills
• Merch
• Venue during soundcheck
• Backstage
• Gear
• Screenshots of tracking
• Cr...
25
• Schedule videos to automate your content calendar
• When video is uploaded click the arrow
next to “Publish” and choo...
Facebook videos automatically play on users’
Newsfeed without sound. Adding captions will help
capture fans attention even...
Find your video library under “Publishing Tools” at the top of the artist page. This is where you can manage
and edit all ...
28
Facebook Live is a unique feature that can help artists directly connect with fans. Fans are able to watch and interact...
29
• Watch Party is a co-watching experience that allows fans to see pre-recorded videos together at once. Think of it as ...
30
• Have a brand new piece of video content coming? For new music videos, big announcements, and never-
before-seen foota...
31
• Similar to Instagram and Snapchat, Facebook is pushing
user-generated content with Stories. This is a great way
to co...
32
• Custom frames allow fans to use your branding on their profile
pictures or in Facebook camera.
HOW TO
• Design a fram...
33
• The 360 feature on Facebook is perfect for sharing a
more immersive experience with your fans. While
you need a speci...
Fans will easily discover your 360 content with the 360 icon that appears over the image before interaction
34
Content Ide...
Invite your audience into an interactive full-screen mobile-only experience through a Facebook Canvas.
35
Content Ideas
Ca...
Pinning content on your page helps posts get noticed and stay noticed. It will keep your post at the top of your
page for ...
• Grab the attention of users coming to your Facebook profile quickly and keep their attention on the page
with the new vi...
38
• While posts don’t need to have a sales-y tone,
fans should be able to find products easily
• Facebook pages have the ...
twitter.com/orchtweets facebook.com/theorchard linkedin.com/company/the-orchard
Thank You
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Facebook Best Practices 2019

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Facebook Best Practices 2019

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Facebook Best Practices 2019

  1. 1. Facebook Tips, Tricks, & Best Practices
  2. 2. • Introduction • Understanding The Feed • Housekeeping • Do’s and Don’ts • Content Ideas • Getting Attention 2 Contents
  3. 3. Facebook is still holding out as the leading social platform user base with 2.23 billion monthly active users. Holding the largest social media population of American adults on social media (68% of U.S. adults), it’s a no- brainer to have a presence on the platform. However, it’s worth noting the demographics on the platform have changed in recent years. In the last 3 years, Facebook’s American teen userbase has fallen to 50% of teens, from 71%. 35% of Facebook’s audience is still under 25, but only about 7% of global users are 13-17. Conversely, the number of Americans 65+ on the platform has doubled since 2012, to 41%. 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.” 3 Introduction *stats from Hootsuite
  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 overtime, Facebook changes the quality and quantity of content it displays in the feed. Prioritizing the types of content and fan interactions the current algorithm favors can help increase feed impressions. 4 Understanding The Feed
  5. 5. 5 What’s IN • Facebook Live • Native Video Content • Using Link-Shares • Facebook Reactions • Posting News • Tagging Other Relevant Pages • Creating Event Pages • Gif Sharing What’s OUT • Using photos for every post • “Like-bait” • Frequently circulated content • Text status posts from pages • Sales language Understanding The Feed
  6. 6. • Posts receiving a lot of engagement • Posts most relevant to each individual user • Trending conversations • Facebook Live • Share-ability • Informative posts • Entertainment posts • Videos posted natively 6 Understanding The Feed What does the Facebook news feed favor?
  7. 7. Facebook Insights are a great way to track the performance of your Facebook page and will help you drive strategic marketing decisions based on audience behavior 7 Analytics Facebook Insights
  8. 8. • Add a smart link to your release in your About section for easy access • Pin post with album release information to top of profile • Use a profile picture with people in it – fans are more likely to pay attention to faces than logos • Include new/recent release info in a cover photo/video – it’s prime real estate! • Add a concert app (Bandsintown or Songkick) to make sure fans can always find tour dates without digging through old posts. 8 Housekeeping Clean up! Take simple steps to improve your Facebook presence and make your page more effective
  9. 9. IS THIS CONTENT… ü Relevant to my page ü Timely? ü From a trusted source or safe website? ü Interesting enough for others to share? 9 Do’s and Don’ts Before making a post on Facebook, ask these questions: If you answer yes to all of those questions, you’re ready to post! The following slides have tips for making your updates as engaging as possible.
  10. 10. 10 DO: • Tag other pages mentioned 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 artists, festival names, venues, retailers, and websites/blogs/magazines related to your post. Do’s and Don’ts Tagging DON’T: • Introduce unrelated tags to try to reach other pages’ fans. Spam tactics won’t work here, as Facebook’s algorithm is looking solely for relevant content to share. *image via BalconyTV
  11. 11. 11 DO: • Use link-shares. Facebook’s focus on making the feed a better news source for users means their algorithm favors links • Use the link format when premiering with media partners Do’s and Don’ts Link-Sharing DON’T: • Delete link-share info and use a text URL. Keep the automatically populated info • Post a bare link or photo with a link in the caption. Rich link posts are clicked on at twice the rate of captions and plain links *via pronoun
  12. 12. 12 DO: • Share important news across multiple platforms. Some people like Twitter, while others prefer to check Instagram. Having info on every platform extends your reach and keeps you from missing fans. Do’s and Don’ts Content sharing 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 formatting, and useless links by taking a minute to make separate posts. *via Snarky Puppy *via Snarky Puppy
  13. 13. 13 DO: • Post about individual shows • Tag the venue to increase your reach Do’s and Don’ts Event Sharing DON’T: • Share show posts with everyone. Instead, geotarget fans by city or state to make sure your audience only sees content that’s relevant to them. Geotargeting will let you be more specific with your copy and avoid clutter. *via My Brightest Diamond
  14. 14. 14 DO: • Join or create conversations by tracking trending topics and using relevant hashtags Do’s and Don’ts Joining Hashtag Conversations *image via Snarky Puppy DON’T: • Go overboard on the hashtags. Limit it to one per post and only use hashtags that are relevant, like an album title used throughout your marketing campaign or a common hashtag like #tbt
  15. 15. 15 DO: • Use the “reply” feature to answer fans within 24 hours. It is important to connect with fans to develop and keep a strong fan base. Do’s and Don’ts Interacting with fans DON’T: • Use Facebook like Twitter. Spread posts out and have distinct purposes for making them. Contain conversations with fans to the comments section of a post. *image via RJD2
  16. 16. 16 DO: • Use Facebook’s crossposting video to reach new, relevant audiences. This makes it possible to use the same video in a new post and see aggregated insights for posts across all pages Do’s and Don’ts Crossposting Video DON’T: • Rely on an outside video link to have a high audience reach. Facebook seems to favor native videos over outside videos. To bring fans to a page such as YouTube, share a 30 second teaser natively with the link to the full video in the description. *image via adweek
  17. 17. 17 DO: • Replace retail/sales posts with videos • Go live on Facebook with a buy link to the album in the description. Start a conversation around the record, sharing fun facts, inspiration behind the music, answering fan questions, etc. Do’s and Don’ts Retail Posts DON’T: • Simply tell fans to go buy your record with text and a link to the retailer. Facebook has de- emphasized the sales language-y post, so these posts are appearing less in the Newsfeed *image via Michael Bolton
  18. 18. 18 DO: • Share videos that are HD and use text. This has been shown to grab Facebook users attention and encourage engagement. Do’s and Don’ts Videos DON’T: • Rely on a video’s audio to engage fans. Videos uploaded to Facebook can auto-play without sound. *image via Run The Jewels
  19. 19. 19 DO: • Ensure that websites can share to Facebook well • Use proper Open Graph Tags: FB Tags Best Practices • Share links to premiers rather than caption photos • Allows for beautiful, full-image posts • Optimize images on your site: FB Image Best Practices • Ensure a full-size shared image • Preview your shares with the Debug Tool Do’s and Don’ts Websites DON’T: • Post content without optimizing it for the platforms you’re sharing it on. Great looking content will be more engaging and ultimately be more share-able
  20. 20. 20 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 • Now, fans can even buy tickets and get reminders through a well-crafted Event Page Do’s and Don’ts Event Pages *image via Valley Maker
  21. 21. Developing content for Facebook can be a struggle for artists and their teams. We have suggestions to better plan and prepare for your Facebook posts. 21 Content Ideas
  22. 22. Adhering to a rough content schedule keeps your options from becoming overwhelming. 22 Content Ideas Make a schedule M T W R F S Su
  23. 23. Fans want to know you. With that in mind, posting to Facebook can be as easy as: • Photos of gear backstage at a show • A cross-posted Instagram video from the van/bus • A funny GIF • A link to a favorite song or video with a little background on why it’s important/influential Still stuck? The next slides list different posting options. 23 Content Ideas Never doubt that you’re interesting
  24. 24. 24 • Album / single art • Video stills • Merch • Venue during soundcheck • Backstage • Gear • Screenshots of tracking • Crowd at a show – encourage fans to tag themselves! • Short announcements • Album Trailer • Music Video Teasers • Answers to fan questions • Backstage tours • Studio tours • Acoustic versions of songs • In-feed Track Stream • Themed playlists; setlists, riding in the van, songs that inspired the new album etc. • Recorded greeting / update Content Ideas Photos / Images Audio Video
  25. 25. 25 • 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 time. • Set expiration date • If an expiration date is necessary for your video, once the video has expired it will no longer be available on your timeline or anywhere else. This feature may come in handy when there are licensing restrictions. Content Ideas Uploading Facebook Video
  26. 26. Facebook videos automatically play on users’ Newsfeed without sound. Adding captions will help capture fans attention even when the sound is not turned on. 26 Content Ideas Add captions to Facebook video On computers, users can choose to turn captions on by clicking “CC” at the bottom right corner. Mobile Facebook video users will automatically have captions if the device is on mute.
  27. 27. Find your video library under “Publishing Tools” at the top of the artist page. This is where you can manage and edit all videos. 27 Content Ideas Managing Your Facebook Videos
  28. 28. 28 Facebook Live is a unique feature that can help artists directly connect with fans. Fans are able to watch and interact with real-time video that will broadcast through your Facebook profile. Ways to utilize this feature: Content Ideas Facebook Live *via Facebook *via Facebook BEHIND THE SCENES Take fans backstage at a show, into the studio with you, or to a music video shoot. FAN Q&A Invite your audience to ask you anything for an hour and watch the comments roll in! LISTENING PARTY Host a virtual party for your new album release. Answer fan questions while they hear the new music for the first time. LIP SYNC LIVE Promote tracks in a fun way by using the “Lip Sync” feature. Some tracks will even auto-display the lyrics as you “sing” along.
  29. 29. 29 • Watch Party is a co-watching experience that allows fans to see pre-recorded videos together at once. Think of it as Facebook Live, with any pre-recorded video of your choice: music videos, interviews, etc. Content Ideas Watch Party *Images via Facebook SCHEDULE Schedule a Watch Party, so fans know exactly when to join. LIVE COMMENTATING Slowly rolling out, allowing a host to go Live within a Watch Party. LIVE CHAT So your community can discuss what they’re watching.
  30. 30. 30 • Have a brand new piece of video content coming? For new music videos, big announcements, and never- before-seen footage, consider Premieres, where pre-recorded video functions as a scheduled Live stream. Content Ideas Premieres *Image via AdWeek SCHEDULE Follow the process for posting any video, but after clicking “Publish,” select the “Premiere” option & select a date / time (up to 1 week in advance). ANNOUNCE A Premiere announcement will automatically appear on your Page, where fans can request a reminder to tune in. DURING During the Premiere, fans can like, comment, and share in real time. AFTER Post-premiere, the video appears like a regular video post on your Page.
  31. 31. 31 • Similar to Instagram and Snapchat, Facebook is pushing user-generated content with Stories. This is a great way to connect on a more personal, casual level with fans. HOW TO 1. Open Facebook’s mobile app 2. At the top of the timeline press “create story” 3. Take a photo or video to share with fans 4. Edit with filters, location or use the Facebook lenses feature for something a little more abstract 5. Tap the sticker icon to add music to Stories! Content Ideas Facebook Stories *Image via @cutcopy *Image via Facebook
  32. 32. 32 • Custom frames allow fans to use your branding on their profile pictures or in Facebook camera. HOW TO • Design a frame or choose elements of your frame to upload in Frame Studio • Arrange elements in the editor screen • Select an owner of the frame (which page this frame will be associated with) • Create a name and schedule for the frame to go live for your use as well as all of the followers on of the page Content Ideas Filters *Images via Facebook
  33. 33. 33 • The 360 feature on Facebook is perfect for sharing a more immersive experience with your fans. While you need a special set of cameras to record a 360 video, it is easy to share a photo: • Take a panorama with an iOS or Samsung Galaxy phone. • Use an app like Street View or Google Camera. • Take a 360-degree photo with a 360 camera. Content Ideas 360 Photos *Images via Facebook
  34. 34. Fans will easily discover your 360 content with the 360 icon that appears over the image before interaction 34 Content Ideas 360 Photos WHEN TO USE 360: • Concerts or festivals • While in the studio, alerting fans you are recording music • At rehearsal • Share your favorite spots on tour
  35. 35. Invite your audience into an interactive full-screen mobile-only experience through a Facebook Canvas. 35 Content Ideas Canvas HOW TO 1. Create your canvas through Publishing Tools. 2. Add photos, videos, buy links and tour information for your fans to discover while they swipe up, down, left and right through the canvas.
  36. 36. Pinning content on your page helps posts get noticed and stay noticed. It will keep your post at the top of your page for up to 7 days making it the first post fans will see. 36 Getting Attention Pin important posts *Image via Matt Stell
  37. 37. • Grab the attention of users coming to your Facebook profile quickly and keep their attention on the page with the new video option for profile and cover photos. • The video auto-plays without sound, so be sure the video gets the point across without sound. 37 Getting Attention Banners and Profile Photo *Image via Jorja Smith
  38. 38. 38 • While posts don’t need to have a sales-y tone, fans should be able to find products easily • Facebook pages have the ability to add a shop tab where you can add physcial products for your customers to browse • After you have set up a shop tab, you will be able to tag products in posts by clicking this icon: Getting Attention Shop Products *Images via @henrygreenmusic
  39. 39. twitter.com/orchtweets facebook.com/theorchard linkedin.com/company/the-orchard Thank You

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