The document outlines strategies for effective social media usage, emphasizing the importance of authenticity, approachability, and community interaction over traditional marketing methods. It details planning, content creation, and measurement techniques while highlighting best practices on platforms like Facebook, particularly focusing on the value of visual content. The guidance includes optimizing post times, engaging with followers, and leveraging cultural moments for greater impact.

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Compiled by:
Facebook 101
Eric Ritter :: Digital Neighbor

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Source: http://instagram.com/p/nm695/

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People use social media to get the
things they need from each other,
rather than from traditional
institutions like corporations.
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No more middle men.
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Be approachable.
Be authentic.
Share things that make people feel
intelligent or in the know.
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Social Media Strategy
‣ Plan
‣ Create
‣ Measure
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How To Plan Your Social Media
‣ Choose a focus
‣ Sales
‣ Awareness
‣ Loyalty
‣ Pick success
metrics(KPIs)
‣ Clicks / Conversions
‣ Growth / Likes
‣ Engagement
‣ Influence
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How to Create Content
‣ Content creation needs to be driven by:
‣ Attributes: Specifics of the brands products &
services.
‣ Aspirations: What the brand stands for or mission.
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How to Create Content
‣ A good content strategy inspires conversation
‣ 1) Evergreen: promotes core values
‣ 2) Real-time: leverage the cultural zeitgeist and
connect to it.
‣ Planned spontaneity
‣ Around specific events
‣ A successful content strategy is always experimenting
‣ Continue doing what works
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How to Measure
‣ Create a baseline
‣ Chart your KPIs
‣ Discover opportunities
10Source: http://moz.com/blog/social-engagement-metrics-that-matter

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Source: http://moz.com/beginners-guide-to-social-media/facebook

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Facebook
‣ It’s all about Identity
‣ I like Donuts
‣ Small groups who connect with content make it “viral”
‣ ALS ice bucket challenge
‣ Facebook is about things you think your friends would
want to know
‣ They’re called friends for a reason
‣ People share things that make them feel intelligent
and in the know
‣ It is a forum for people to show off
‣ Post Lifespan: maximum 7 days 12

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‣ Friends: People you connect with.
‣ Timeline: Your personal profile.
‣ News Feed: Where you friends’ status updates.
‣ Status Update: Communicate present activity, check-
in, post a link, or share photos and videos.
‣ Brands: You can “Like” brand pages.
‣ The “Like” Button: Communicates your support of
activities, brands, articles and products to fellow
users.
‣ Tagging: Mention and directly link to another
Facebook user.
‣ Subscribe: Let people see your public updates.
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“Newsfeed”
‣ Your Home Page on
Facebook
‣ A feed of postings from
your friends and fan
pages that you follow
‣ You can like, comment,
and share posts
‣ You can also make your
own posts and share
with specified groups
“Timeline”
‣ Your personal Home
Page / Website
‣ Includes content you
post, comments to
those posts, and notices
‣ A collection of
everything you post and
connect to Facebook
‣ People can post to your
timeline
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Source: https://www.facebook.com/CoverPhotoSize

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Posting options
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Sharing A New Blog
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Posting Strategy:
✓ On publish
✓ Next month
Source: https://blog.kissmetrics.com/double-your-social-media-traffic/

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Posting As A Brand
‣ Never publish more than 2 posts per day
‣ Vary your schedule by day, according to the times
when your fans are online
‣ Use Facebook insights
‣ Your go to post type should be visuals
‣ Reply to comments every day
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1,500possible stories are filtered
through per day on an avg
Facebook user’s News Feed.
Lars Backstrom, Facebook Engineering Manager
Only 20% of them
actually make a
user's feed.

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Photos on Facebook Pages
receive
53%
more Likes than the average
post.
Source: Salesforce
#ProTip: Embrace
Photos.

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Photos on Facebook Pages
receive
104%
more comments than the
average post.
Source: Hubspot
#ProTip: Embrace
Photos.

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Best Practice: Employ Photos over
Links
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#ProTip: Grab
attention with the
photo and add the
link to the caption.

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Best Practice: Keep Post Copy
Concise
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Best Practice: Use Videos
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#ProTip: Facebook
now autoplays
videos.

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More Resources
‣ General:
‣ http://moz.com/beginners-guide-to-social-media/
facebook
‣ https://www.facebook.com/help/405494409496261/
‣ http://mashable.com/2012/05/16/facebook-for-
beginners/
‣ Measurement:
‣ http://www.kaushik.net/avinash/best-social-media-
metrics-conversation-amplification-applause-
economic-value/
‣ http://moz.com/blog/social-engagement-metrics-
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Thank
You
Web :: www.DigitalNeighbor.com
Twitter :: @EricRitter
Email :: eric@digitalneighbor.com