A Cision webinar exploring responsibilities of managing a Facebook page, the do's and don'ts of engaging with journalists and practical tips on how to measure and track the success of your Facebook presence.
Her are some tips and tricks on how to reach out on Facebook and involve your fans.
Facebook for PR Pros
Facebook For PR ProsHeidi Sullivan, Vice President, Global Media Research@hksullySabina Rosander, Online Community Manager@CisionUK
Welcome to today’s Cision webinarSpeakers: Agenda: Lucy Griffin Managing Facebook team Marketing Manager responsibilities Heidi Sullivan Connecting with journalists Vice President, Global Media Research and influencers on Facebook Sabina Rosander Tips for increasing your Online Community Manager presence What to monitor and how to measure on Facebook Q&A22
One Key Admin or Many? Flying Solo Teamwork PROS PROS Consistent Voice Multiple Viewpoints Ease of Maintenance Knowledge Transfer Simple Decisions Less Time Commitment CONS CONS Risk of Knowledge Loss if Responsibilities Admin Leaves Management Need Back-up for Off- Inconsistency Hours & Holidays1010
Develop Facebook Team Guidelines Assign responsibilities/schedules Outline how to handle complaints/crises Create a strategy for building community & cultivating relationships Highlight how competitors should (or should not) be addressed Determine how transparent & personal posts can be • What’s off limits? • How does this add value? • Who is our community?1111
For communications pros, news and social content are now one and the same News organisations are making their content more social. The distinctions between journalists, bloggers and online influencers are melting away. Social sites now rival search engines as directors of web traffic1414
Facebook now drives more traffic toPerezHilton and the Huffington Postthan Google does. WebProNews, May 2009In just over 2 months the Guardian’sFacebook app has been installed bynearly 4 million users generatingalmost a million page impressionsevery day. Andrew Miller, CEO, Guardian
1% of any population will be active content creators 9% will be participants 90% will simply "consume" that content online1616
Facebook Encourages Journalists to Seek Sources1717
Use Facebook to… But not to… Cultivate relationships Send traditional “pitches” with journalists Message journalists’ Promote events to the private pages unless you media via invitations have an established relationship Find opportunities to be a source Post your news on a media outlet’s Wall Stay on top of the latest news Authentically comment on news stories & questions1818
A few guidelines Respond quickly & cordially Be proactive Check spelling & grammar Avoid This…. before posting a response Don’t use “I” statements2020
Strike a conversational tone Find your “social voice” Don’t post robotic response to your fans’ personal questions Personalise messages and write like a real human Make sure the tone and language match the culture and promise of your brand Respond quickly and cordially2121
Social media optimisation and engagementExternal Internal Best time to post Understand EdgeRank Be visible Provide consistent Analyse and measure content engagement Encourage comments and Be active while your fans likes are Show personality Share videos and photos2525
Why should you care? Over 500 million active users 50% of active users log on to Facebook in any given day People spend over 700 billion minutes per month on Facebook Average user is connected to 80 community pages, groups and events2626
Tips and Tricks Don’t just talk about yourself Ask a lot of questions Acknowledge and engage both the negative and the positive comments Make it about your fans Get community input2727
Tesco: Engaging Fans & Responding to Complaints2828
EA Sports FIFA: Sneak Peeks Engage Community2929
SteelMaster Buildings: Bring your product to life3030
What you should be monitoring Trends that created feedback and spikes in impressions What type of comments and/or content cause an increase in engagement What events and/or content lead to an increase of likes What messaging lead to unlikes Demographics of your fan base3333
Facebook Insights Facebook Insights provides Facebook Page owners and Facebook Platform developers with metrics around their content. By understanding and analysing trends within user growth and demographics, consumption of content, and creation of content, Page owners and Platform developers are better equipped to improve their business with Facebook.3434
Questions? #cisionukHeidi Sullivan,Vice President, Global Media Research@hksullySabina Rosander,Online Community Manager@CisionUK Submit a question here3535
Get in touch…Tweet us: @CisionUKFacebook: facebook.com/CisionUKEmail us: firstname.lastname@example.orgCall us: 0800 358 3110Visit us: uk.cision.comThanks for joining us!