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See facebook=06192013

  1. 1. Dinica Quesada, Ohio Education Association, quesadad@ohea.org
  2. 2. Public Relations Increase awareness of specific OEA initiatives Build / Reinforce OEA’s reputation as proactively working toimprove schools and advocating for the right of every child to ahigh quality public education Build / Reinforce public perception of OEA as the preeminentsource on education issues Enhance perception of the value of membershipMobilization & Organizing Gain volunteers and activists — move members along a continuumfrom a lack of awareness and care to higher and higher levels ofawareness, understanding, and agreement, ultimately leading toactivism and advocacy
  3. 3. http://www.facebook.com/OhioEducationAssociation
  4. 4.  Likes or Fans – Total likes is simply the number of people who haveliked your Facebook Page. Friends of Fans – Friends of fans is the total number of friends thatall of your Facebook fans have, taking mutual friends into account. Reach – The total number of people who have seen contentassociated with your Page. Virality – The percent of people who saw a post from your Pagethrough a friend’s sharing it. People Talking About This – The number of unique users who havecreated a story about you or some of your content. Engaged Users – The number of people who have clicked anywhere onyour post. Post – The type of post (text, photo, video, link, platform post,Questions).
  5. 5. OEA’s email subscriber list is approximately 30,000. Nonprofits the samesize as OEA average 3,090 fans. OEA currently has more than 8,500 fans.2012 Benchmarks Extra: Facebook by Ezra Billinkoff, Amy Peyrot, and Megan Yarbroughof M+R Strategic Services.
  6. 6. What these numbers show is that people are actively engaging with ourpage on a regular and consistent basis. We achieved this by following socialmedia research and instituting best practices on factors we can control,such as type of post, day/time of post, tone of post, frequency of posts, andinclusion of certain words, phrases and characters.
  7. 7. AFFINITY SCOREAffinity Score means how "connected" a particular user is to the Edge.Facebook calculates affinity score by looking at explicit actions that userstake, and factoring in 1) the strength of the action, 2) how close theperson who took the action was to you, and 3) how long ago they took theaction.EDGE WEIGHTEach category of edges has a different default weight. This means, forinstance, that comments are worth more than likes. Facebook alsochanges the edge weights to reflect which type of stories they think userwill find most engaging. For example, photos and videos have a higherweight than links.TIME DECAYAs a story gets older, it loses points because its "old news.‖
  8. 8. To increase your reach you have to play into the EdgeRankalgorithm, and you can do that two ways:1. Post rich content like photos, videos, and links. EdgeRank givesthese higher value for news feeds.2. Get people to engage with your content. The more often peopleinteract with your page, the more often EdgeRank will showyour content to them, thus increasing your reach. Your viralreach will also increase because with every like, comment, orshare, your page’s content shows up in more people’s feeds.
  9. 9.  Post tons of images. They get the most likes and shares. Photosalso get a lot of comments, but text updates get slightly more. Make posts either very short or very long, between 400 and 500characters. Posts with self-referential words, like ―I‖ and ―me‖ tend to getmore likes. Don’t be neutral. Positive and negative or provocative postsget more engagement. Contra-competitive timing — posts published on Saturdays andSundays receive a higher percentage of likes than those postedduring the business week.
  10. 10.  Content posted later in the day get more likes and shares —likes peak around 8PM EST, while shares peak around 6PM EST. Deliberate pacing gets more attention. Do a ―Like‖ campaign. Invest in Facebook ads.
  11. 11. • How to Get More Likes, Comments and Shares on Facebook:http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html#• Facebook for Nonprofits: Your Questions Answered [Speakeasy #18]:http://blogs.constantcontact.com/product-blogs/social-media-marketing/facebook-nonprofits-podcast/• Your burning questions (& our answers) on Facebook metrics and strategy!:http://labs.mrss.com/your-burning-questions-our-answers-on-facebook-metrics-and-strategy/• Social Media Tips on Pinterest:http://pinterest.com/dinicaq/social-media-tips/• Zarrella’s Hierarchy of Contagiousness: The Science, Design, and Engineeringof Contagious Ideas, Daniel Zarrella, http://tinyurl.com/nodbzkjhttp://slidesha.re/11zpeUk

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