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The Orchard's Best Practices for Facebook

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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.”

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The Orchard's Best Practices for Facebook

  1. 1. Facebook Tips, Tricks, & Best Practices
  2. 2. 2 Contents Introduction Understanding Edgerank Do’s and Don’ts Ideas for Content The Big List of Ideas Getting Attention
  3. 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.” Introduction
  4. 4. 4 Facebook spent years looking at the types of content its users liked, shared, and commented on the most. It’s content display algorithm, Edgerank, determines what content actually makes it to which fans’ newsfeeds. While it’s frustrating to know that most posts only reach 12-16% of fans, prioritizing the types of content that Edgerank favors will increase reach and performance. Understanding Edgerank Understanding limitations is the first step to breaking them
  5. 5. 5 Understanding Edgerank Understanding limitations is the first step to breaking them Photos Short text posts Varied content Links YouTube videos Automatic posts from other services and social networks Repetitive content
  6. 6. 6 Don’t #1: Not using an image for the majority of posts Do’s and Don’ts Fixing common mistakes and breaking bad habits
  7. 7. 7 Fix it! Use a screenshot as a photo post and include a shortened link in the text to: • Reach more fans • Provide basic information • Have an aesthetically pleasing post
  8. 8. 8 Don’t #2: Syncing lots of content automatically Do’s and Don’ts Fixing common mistakes and breaking bad habits
  9. 9. 9 Fix it! Lots of other services are either penalized by Edgerank or don’t share in an informative, attractive way. • Directly upload your photos to Facebook • Sync with the Facebook- owned Instagram. • Both support text to explain your image…just remember to keep it short!
  10. 10. 10 Don’t #3: Vague text, no links to purchase, and untagged bands and retailers Do’s and Don’ts Fixing common mistakes and breaking bad habits
  11. 11. 11 Fix it! Be as direct as possible with your call to action • Highlight one link at a time (we’ve picked iTunes for this example). • Tag mentions of retailers and other bands because then your content will show up on their page, too. • And yes, include a picture! Note: Unfortunately, Sloth Fiesta is not a real band, but a fake one for this example.
  12. 12. 12 Coming up with Facebook content is the biggest struggle for most artists and their teams. We have ways to better plan and prepare for your Facebook posts. Ideas for Content “Okay genius, what should I post, then?”
  13. 13. 13 1. Make a content schedule Sticking to a rough content schedule keeps your options from getting overwhelming Ideas for Content M T W R F S Su
  14. 14. 14 2. Never doubt that you’re interesting Fans want to know about you. Having something to post on Facebook can be as easy as: • A photo of an instrument • A link to a Vine taken in some strange truck stop in the middle of nowhere • A link to a favorite song Facebook can be a fan’s window to your world. Ideas for Content
  15. 15. 15 The Big List of Ideas Photos / Images Audio Video Album / single art Video stills 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.) Soundcloud setlist Spotify / Rdio playlists Recorded greeting / update Short announcements Vines Answers to fan questions Backstage tours Studio tours Acoustic versions of songs
  16. 16. 16 Highlighting or pinning content on Timeline helps your posts get noticed and stay noticed. Highlight – Expands posts to the full width of Timeline Pin – Keeps a post at the top of Timeline for up to 7 days Only pick one – you can’t both pin and highlight a post! Getting Attention Getting important content noticed
  17. 17. 17 Promoting Posts If you want to reach all of your fans on Facebook, you’re going to need to pay to promote your content. Considering backing your most important posts (think pre-orders and buy links – posts that can convert to purchases!) with a small budget to increase reach. Getting Attention Getting important content noticed
  18. 18. 18 Sponsored Search Is a band or artist name not the most unique? A huge increase in Facebook pages means there’s more competition to rank well in search results. Sponsoring results is a low-cost way to put your band at the top of the list. Plus, you can include a short line of copy and direct searchers to any Facebook tab. Viva la default landing page. Getting Attention Getting important content noticed
  19. 19. 19 Thank You twitter.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 respective owners, who may or may not be affiliated with, connected to, or sponsored by Orchard Enterprises NY, Inc., its parent or its affiliates.

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