1. Facebook!
Social 101 Class
Marcus Nelson
Director of Social Media

2. O hai.
@marcusnelson
Director of Social Media
@marcusnelson #fbclass

3. Today’s Agenda
 Why do people share?
 Facebook is big
 The basics
 Fan pages
 Fans equal value
 Edge Rank
 Social plugins
 Q&A
@marcusnelson #fbclass

4. Why do people share
@marcusnelson #fbclass

5. Motivations for sharing
source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
@marcusnelson #fbclass

6. @marcusnelson #fbclass

7. In other words…
@marcusnelson #fbclass

8. Facebook is big
@marcusnelson #fbclass

9. @marcusnelson #fbclass

10. @marcusnelson #fbclass

11. @marcusnelson #fbclass

12. @marcusnelson #fbclass

13. Facebook is consuming people’s time
@marcusnelson #fbclass

14. Facebook is the largest login provider
@marcusnelson #fbclass

15. The basics
@marcusnelson #fbclass

16. Facebook glossary
Profile = Your page, contains info, photos, videos, and list
of your friends, or whatever else you choose to include.
Post = Message of 420 characters or less.
Wall = Where you & friends post to your profile.
‘like’= Button used to indicate appreciation, affiliation, or
acknowledgement without having to add comment.
News Feed = Continuous stream of updates.
Fan Gate = Page requiring a ‘like’ in order to gain further
value, content, of information.
@marcusnelson #fbclass

17. What does ‘like’ actually do
Replaces the old “Become a Fan”
Replaces “Share” by auto-posting to your wall
@marcusnelson #fbclass

18. Fan Pages
@marcusnelson #fbclass

19. @marcusnelson #fbclass

20. @marcusnelson #fbclass

21. @marcusnelson #fbclass

22. Harsh truth…
@marcusnelson #fbclass

23. So what’s the value?
@marcusnelson #fbclass

24. Source: http://pagelever.com
@marcusnelson #fbclass

25. Fans equal value
@marcusnelson #fbclass

26. Start by making them fans
@marcusnelson #fbclass

27. This is why we need the ‘like’
Getting posts into the
newsfeed is critical to
building impressions
@marcusnelson #fbclass

28. Source: http://pagelever.com
@marcusnelson #fbclass

29. @marcusnelson #fbclass

30. Edge Rank
@marcusnelson #fbclass

31. @marcusnelson #fbclass

32. Edge Rank is Facebook’s algorithm
Ranks on relevancy
Shows 3-5 most interesting posts
(FB randomizes it slightly so it doesn’t seem so stalkerish)
Most fans NEVER see your status updates
@marcusnelson #fbclass

33. How does Edge Rank work?
Time decay – as time passes, stories lose points
Affinity score – comments & likes add points
my comments are worth more than my friends
comments are worth more than non-friend comments
The native “Edge” score – eg, photos have a
default score that’s different than text
@marcusnelson #fbclass

34. Can’t SPAM it as hard as you may try
EdgeRank is between an object and a user – unlike
SEO, EdgeRank score is different for each user
No such thing as generic “Edge Rank score” – the
architecture of the algorithm makes it impossible
Real-time score – competes with everything in
newsfeed… as long as a status update is in the top 3-7
posts, you’ll probably be shown until time decay
reduces points OR other posts push you out
Note: Mobile uses “Most Recent” which makes up 30% of users
@marcusnelson #fbclass

35. You CAN optimize your content
Posting time – Saturday mornings are best
Content – Does it connect with people.
Format (text/photo/video/link) – Video/photo works best
Localization – Target “become-a-fan” ad
campaigns at friends of your fans
@marcusnelson #fbclass

36. Optimal days to post
@marcusnelson #fbclass

37. Readability — speak in simple language
@marcusnelson #fbclass

38. Linguistic content — sex sells!
@marcusnelson #fbclass

39. Most sharable words
@marcusnelson #fbclass

40. Least sharable words
@marcusnelson #fbclass

41. Video performs better on Facebook
@marcusnelson #fbclass

42. @marcusnelson #fbclass

43. @marcusnelson #fbclass

44. Social Plugins
@marcusnelson #fbclass

45. Like button
@marcusnelson #fbclass

46. Send button
@marcusnelson #fbclass

47. Comments
@marcusnelson #fbclass

48. Activity feed
@marcusnelson #fbclass

49. Recommendations
@marcusnelson #fbclass

50. Like box
@marcusnelson #fbclass

51. Login button
@marcusnelson #fbclass

52. Registration
@marcusnelson #fbclass

53. Live stream
@marcusnelson #fbclass

54. Q&A
@marcusnelson #fbclass

55. Kraig’s points for discussion
 FB platform
 FB connect, what’s "login w/ FB", why do people use it
 What are social plugins....
 How are companies (that are not publishers like zynga)
managing a brand and presence on FB?
 what are best practices?
@marcusnelson #fbclass

56. Thank you
@marcusnelson #fbclass

57. Sources
 University of Pennsylvania
http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/
index.html?inline=nyt-org
 Jeff Widman of http://pagelever.com
 12 Awesome Facebook Stats, Charts & Graphs
http://www.slideshare.net/HubSpot/12-awesome-facebook-stats-charts-graphs
 Science of Facebook Marketing by Dan Zarrella
http://www.slideshare.net/HubSpot/science-of-facebook-marketing-by-dan-zarrella
@marcusnelson #fbclass