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Facebook for real world business may 2012

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Facebook for real world business may 2012

  1. 1. How To Keep Bad  Facebook Posts From  Eating Your Lunch by… • Understanding Edgerank • Recognizing Different Facebook Accounts • Understanding Insights • Getting Tips to Optimize Your Posts ‐ TODAYLori MillerSales Marketing & ResearchWHNT News 19
  2. 2. Section  1 of 4 UNDERSTANDING EDGERANK
  3. 3. The greater the number of  edges on an object,  the higher its score. Affinity, Weight, Time Decay
  4. 4. AFFINITY ‐ Favors people you know & interact with most Every action  builds affinity.   Listed  relationships  count, too
  5. 5. WEIGHT ‐ Favors high interaction, is weighted to different types Comments are  about 4x more  valuable than  likes
  6. 6. TIME DECAY ‐ Favors recent over old A Facebook  post typically  lives for  about 3 hours
  7. 7. WHY WE CARE CHANGES IN NEWSFEED = 50% drop in business page  impressions (per post over 6 months June‐Dec 2011) SOURCE: http://edgerankchecker.com/blog/2012/01/post‐impressions‐june‐vs‐dec‐2011/
  8. 8. Section  2 of 4 TYPES OF FACEBOOK ACCOUNTS
  9. 9. PROFILE PAGE Authorized & Official For Businesses, Brands, Personal Use Celebrities For Individuals & Organizations “Friends” “Fans”
  10. 10. COMMUNITY Topics, Causes, Experiences, Interests “Created from fields on your profile page” No single author, unofficialUsually starts with Wikipedia story + comments
  11. 11. PLACE Physical Locations + Map “Created by mobile check‐ins” No single author, unofficial Shows friends currently checked in+ activity stream of friends who’ve visited in the past
  12. 12. OFFICIAL  “PAGE”UNOFFICIAL  “PLACES”
  13. 13. BUT WAIT…If you choose the first box“Local Business or Place” ‐‐ your business account opens as a PLACE.And that can cause some confusion…
  14. 14. Offering YOUR account to OTHERS to claim ‐‐ to ensure quality?
  15. 15. UPSIDE FOR PLACES:SAME METRICS + CHECK‐INS This Place has check‐ins This Page does not
  16. 16. https://www.facebook.com/help/?page=173862936001320 DOWNSIDE #1: CHECK‐INS DON’T  SHOW UP  ACCORDING TO FACEBOOK: “Place pages are not the same as Facebook Pages.” “Place pages are not added to your profile (timeline) when you check in, but rather, only if you choose to “LIKE” them.”
  17. 17. DOWNSIDE #2:CONFUSIONIt would appear that you run the risk of having duplicates with the sameexact name.
  18. 18. DOWNSIDE #3:THE SMALL CHANCE THAT SOMEONE ELSE MIGHT CLAIM YOUR BUSINESS ACCOUNT.
  19. 19. Section  3 of 4 UNDERSTANDING INSIGHTS
  20. 20. Big picture view of  your page
  21. 21. REACH ‐ Unique people who saw the post
  22. 22. ENGAGED USERS ‐clicked on the post when they saw it and went to the page
  23. 23. TALKING ABOUT THIS ‐engaged with it (liked, commented, shared )
  24. 24. VIRALITY‐ % of people who interacted out of the total different people who saw it
  25. 25. likes, comments & shares
  26. 26. Section  4 of 4 TO IMMEDIATELY OPTIMIZE  YOUR FACEBOOK EFFORTS
  27. 27. 1. Define the Content Mission Pageviews to your website  ( traffic ) Feedback from and Discussion with Fans  ( engagement ) Prioritize
  28. 28. 2. Lead With the Pictures
  29. 29. 3. Tell Fans What You Want Them to Do …but don’t abuse it
  30. 30. 4. Monitor What Works These are  industry  stats.  How many posts? What are How many words? yours?? Any day of the week better?What gets the most negative feedback?
  31. 31. 5. Ask ‐ and Answer ‐ Questions
  32. 32. A NOTE ABOUT COMMENTS:  See the “grayed out” comments?  These are comments flagged as spam by Facebook’s algorithms ‐‐ and there may be nothing wrong with it All caps?  Facebook  thinks it’s spam
  33. 33. Lori Millerlori.miller@whnt.com@lorimillerwhntfacebook.com/blorimillerlinkedin.com/in/blorimiller

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