Creating Social Content To Build Engagement


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Learn how to write engaging content for Facebook and other social media sites. This deck takes you through examples of Facebook Pages that get it right to teach you how to build your fan base and gain interaction, as well as how to plan your posts with a content calendar.

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Creating Social Content To Build Engagement

  1. 1. 10 Facebook Marketing Tips How Facebook Can Help Fuel Your Content Strategy Alison Zarrella Developing and Distributing Content Through Social Media @alison
  3. 3. Build your Page for success by populating it with optimized content. Utilize SEO principles to rank in both Facebook and organic search.
  4. 4. Make Sure They "Like” You Develop promotions that convince potential fans to click “like” and begin viewing content in their Newsfeed.
  5. 5. Keep It Exclusive Provide an incentive to “like” once, and to keep coming back for more. Think beyond discounts for unique content or information.
  6. 6. A crucial part of a content strategy is driving interactions. The more fans engage with your Page, the higher it ranks. This also ensures that updates appear in their newsfeeds.
  7. 7. Crowdsource Your Content Find out what fans want, and give it to them. Respond to questions and listen to feedback for future content.
  8. 8. Create Content for Comments Get fans actively responding by asking questions, posting polls and explicitly telling them to “like” or comment.
  9. 9. Remember that 98% of Facebook fans view content through the Newsfeed. You’re competing with their friends, as well as other brands.
  10. 10. Brand Your Updates Give fans something to look forward to, while also helping them very quickly recognize your posts in their Newsfeed.
  11. 11. Be Predictable Establish themes for each day. Patterns allow for flexibility in specific content, while also setting expectations for posts.
  12. 12. Forget the Hard Sell Focus on interesting, engaging content, not sales. Provide links to buy, but don’t make your Page read like an advertisement.
  13. 13. Facebook apps can be used to promote external content and drive to your website. Automate content, or build Facebook-specific promotions to customize your Page.
  14. 14. Cross-Promote Content Include all your web properties in any major marketing activities. Use Facebook as the hub, but incorporate Twitter, a blog, etc.
  15. 15. Automate Some Stuff Connect other content sources with applications to keep a steady stream of new content coming in without a lot of extra effort.
  16. 16. Over 400 million users login to Facebook on any given day, and more than 2 billion posts are liked and commented on every day.
  17. 17. Build a Content Calendar Plan out your content a week in advance or more. Create a schedule that works for you and make all contributors stick to it.
  18. 18. Plan Your Posts Focus on engagement, and look for a wide variety of content. Include links or media as well as posts on Twitter, your blog, etc. Date Day of Week Facebook Twitter Topic 11/6 Mon We know our stores are the place to be, but have you tagged yourself at a spot on Foursquare? Check us out, and check yourself in next time you’ve got a shoe craving. <LINK> Location, location, location. Everyone’s atwitter (aFoursquare?) about checkins. Start working on your mayorship now: Promotion 11/7 Tues What’s in a name? If you’re a high heel, it’s a whole lotta lift. Help us out with some “M” names for these Manolos, and make ‘em good. ‘Cause Martha’s just not gonna cut it for these babies. <PIC> What’s in a name? If you’re a Manolo stiletto, it’s a whole lotta lift. Help us name ‘em on Facebook. Engagement/ trivia
  19. 19. Remember… <ul><li>Make sure they “like” you and convert visitors into fans with a Reveal Tab. </li></ul><ul><li>Keep it exclusive and encourage repeat visits by offering something only to fans. </li></ul><ul><li>Crowdsource your content by listening to feedback to build your strategy. </li></ul><ul><li>Create content for comments to increase interaction and boost visibility. </li></ul><ul><li>Brand your updates for easier recognition and engagement in the Newsfeed. </li></ul><ul><li>Be predictable and create patterns and themes for your content. </li></ul><ul><li>Forget the hard sell and write interesting posts that persuade fans to buy. </li></ul><ul><li>Cross-promote content for maximum reach. Don’t forget your blog or website. </li></ul><ul><li>Automate some stuff for easier management, but always monitor your Page. </li></ul><ul><li>Build a content calendar to plan your posts in advance, and stick to it. </li></ul>
  20. 20. Let’s Talk Blog Facebook Twitter @Alison LinkedIn Email [email_address]