This document provides tips and best practices for managing a Facebook page. It discusses understanding the Facebook news feed algorithm and how to optimize posts. Key recommendations include posting engaging native video content, live videos, links, and event pages. Analytics and regular housekeeping such as pinning important posts is also advised. Specific dos and don'ts cover tagging other relevant pages, sharing across multiple platforms, and geotargeting show posts.

1. Facebook
Tips,
Tricks,
&
Best
Prac3ces

2. 2
Contents
Introduc3on
Understanding
The
Feed
Housekeeping
Do’s
and
Don’ts
Content
Ideas
Ge@ng
ABen3on

3. 3
Introduc3on
Facebook
can
be
complicated,
but
successfully
managing
a
page
becomes
a
lot
easier
thanks
to
simple
changes
you
can
make
in
your
content
strategy.
This
guide
will
show
you
how
to
improve
your
Facebook
posts
and
go
from
“stressful”
to
“social.”

4. 4
Understanding
The
Feed
Facebook
has
been
studying
the
way
we
interact
with
content
in
our
feeds
for
years.
Just
like
how
our
habits
and
preferences
online
change
overBme,
Facebook
changes
the
quality
and
quanBty
of
content
it
displays
in
the
feed.
PrioriBzing
the
types
of
content
and
fan
interacBons
the
current
algorithm
favors
will
help
increase
feed
impressions.

5. 5
What’s
In?
Facebook
Live
Na-ve
video
content
Using
link-­‐shares
Facebook
Reac-ons
Pos-ng
news
Tagging
other
relevant
pages
Crea-ng
event
pages
Gif
Sharing
Understanding
The
Feed

6. 6
What’s
Out?
Using
photos
for
every
post
“Like-­‐bait”
Frequently
circulated
content
Text
status
posts
from
pages
Sales
language
Understanding
The
Feed

7. 7
Understanding
The
Feed
Facebook
Algorithm
Change
What
does
the
Facebook
news
feed
favor?
Posts
receiving
a
lot
of
engagement
Posts
most
relevant
to
each
individual
user
Trending
conversa-ons
Facebook
Live
Share-­‐ability
Informa-ve
posts
Entertainment
posts
Videos
posted
na-vely

8. 8
Analy3cs
Facebook
Insights
are
a
great
way
to
track
the
performance
of
your
Facebook
page
and
will
help
you
drive
strategic
markeBng
decisions
based
on
audience
behavior.

9. 9
Housekeeping
Clean
up!
Take
simple
steps
to
improve
your
Facebook
presence
and
make
your
page
more
effecBve.
1. Add
a
buy
link
in
your
About
sec-on
for
easy
access.
2. Pin
post
with
album
release
informa-on
to
top
of
profile.
3. Use
a
profile
picture
with
people
in
it
–
fans
are
more
likely
to
pay
aRen-on
to
faces
than
logos.
4. Include
new/recent
release
info
in
a
cover
photo
–
it’s
prime
real
estate!
5. Add
a
concert
app
(Bandsintown
or
Songkick)
to
make
sure
fans
can
always
find
tour
dates
without
digging
through
old
posts.

10. 10
Do’s
and
Don’ts
Before
making
a
post
on
Facebook,
ask
these
quesBons:
Is
this
content...
ü …relevant
to
my
page?
ü …-mely?
ü …from
a
trusted
source
or
safe
website?
ü …interes-ng
enough
for
others
to
share?
If
you
answered
yes
to
all
the
above,
then
you’re
ready
to
post!
The
following
slides
have
Bps
for
improving
your
updates.

11. 11
Tag
other
pages
menBoned
in
your
posts.
If
your
content
is
relevant
to
fans
of
the
other
pages,
Facebook
may
show
your
post
in
those
fans’
feeds.
Tag
other
arBsts,
fesBval
names,
venues,
retailers,
and
websites/blogs/
magazines.
Do’s
and
Don’ts
DO…
*Image
via
@Slothrust

12. 12
Do’s
and
Don’ts
DON’T…
Introduce
unrelated
tags
to
try
to
reach
other
pages’
fans.
Spam
tacBcs
won’t
work
here,
as
Facebook’s
algorithm
is
looking
solely
for
relevant
content
to
share.

13. 13
Use
link-­‐shares.
Facebook’s
focus
on
making
the
feed
a
be^er
news
source
for
users
means
their
algorithm
favors
links.
Do’s
and
Don’ts
DO…
*Image
via
@musicpronoun

14. 14
Delete
link-­‐share
info
and
use
a
text
URL.
Keep
the
automaBcally
populated
info!
Do’s
and
Don’ts
Don’t

15. 15
Share
important
news
across
mulBple
plaeorms.
Some
people
like
Twi^er,
while
some
are
always
checking
Instagram.
Having
info
on
every
plaeorm
extends
your
reach
and
keeps
you
from
missing
fans.
Do’s
and
Don’ts
DO…
*Image
via
@thecharlesbradley

16. 16
Do’s
and
Don’ts
DON’T…
Sync
all
your
services
together
to
post
from
one
source.
Social
networks
don’t
all
communicate
the
same
way.
Prevent
broken
tags,
poor
formagng,
and
useless
links
by
taking
a
few
extra
minutes
(just
a
few!)
to
make
separate
posts.
*Image
via
@Charles_Bradley

17. 17
Post
about
individual
shows.
Tag
the
venue
to
increase
post
reach
Do’s
and
Don’ts
DO…
*Image
via
@tweencity

18. 18
Share
show
posts
with
everyone.
Geotarget
by
city
or
state
to
make
sure
fans
see
content
that’s
relevant
to
them.
GeotargeBng
will
let
you
be
more
specific
with
your
copy
and
avoid
clu^er.
Do’s
and
Don’ts
DON’T…
*Image
via
@fanfarlo

19. 19
Join
or
create
conversaBons
by
tracking
trending
topics
and
using
relevant
hashtags.
Do’s
and
Don’ts
DO…
*Image
via
@pepperlive

20. 20
Do’s
and
Don’ts
DON’T…
Go
overboard
on
the
hashtags.
Limit
it
to
one
per
post
and
only
use
hashtags
that
are
relevant,
like
an
album
Btle
used
throughout
your
markeBng
campaign
or
a
common
hashtag
like
#tbt.

21. 21
Interact
with
fans.
Use
the
“reply”
feature
to
answer
fans
within
24
hours.
Ignoring
comments
can
create
possible
anger
or
disappointment.
Do’s
and
Don’ts
DO…
*Image
via
@RJD2

22. 22
Do’s
and
Don’ts
DON’T…
Use
Facebook
like
Twi^er.
Spread
posts
out
and
have
disBnct
purposes
for
making
them.
Contain
conversaBons
with
fans
to
the
comments
secBon
of
a
post.

23. 23
Do’s
and
Don’ts
DO…
Use
Facebook’s
new
feature
for
crossposBng
video
to
reach
new,
relevant
audiences.
This
makes
it
possible
to
use
the
same
video
in
a
new
post
and
see
aggregated
insights
for
posts
across
all
pages.
*Image
via
Facebook

24. 24
Do’s
and
Don’ts
DON’T…
Rely
on
an
outside
video
link
to
have
a
high
audience
reach.
Facebook
seems
to
favor
naBve
videos
over
outside
videos.
To
bring
fans
to
a
page
such
as
YouTube,
share
a
30
second
teaser
naBvely
with
the
link
to
the
full
video
in
the
descripBon.

25. 25
Replace
retail/sales
posts
with
videos.
Go
live
on
Facebook
with
a
buy
link
to
the
album
in
the
descripBon.
Start
a
conversaBon
around
the
record,
sharing
fun
facts,
inspiraBon
behind
the
music,
answering
fan
quesBons
etc.
Do’s
and
Don’ts
Do…
*Image
via
@MBsings

26. 26
Do’s
and
Don’ts
DON’T…
Simply
tell
fans
to
go
buy
your
record
with
text
and
a
link
to
the
retailer.
Facebook
has
de-­‐emphasized
the
sales
language-­‐y
post,
so
these
posts
are
appearing
less
in
the
newsfeed.

27. 27
Do’s
and
Don’ts
DO…
Share
videos
that
are
HD
and
use
text.
This
has
been
shown
to
grab
Facebook
users
a^enBon
and
encourage
engagement.
*Image
via
@wyldlifeband

28. 28
Do’s
and
Don’ts
DON’T…
Rely
on
a
video’s
audio
to
engage
fans.
Videos
uploaded
to
Facebook
can
auto-­‐play
without
sound.

29. 29
Do’s
and
Don’ts
DO…
use
proper
Open
Graph
Tags
h^p://developers.facebook.com/docs/sharing/best-­‐pracBces#tags
share
links
to
premieres
rather
than
capBon
photos
allows
for
beauBful,
full-­‐image
posts
opBmize
images
on
your
site
h^p://developers.facebook.com/
docs/sharing/best-­‐pracBces#images
ensures
a
full-­‐size
shared
image
preview
your
shares
with
the
debug
tool
h^p://developers.facebook.com/tools/debug
Ensure
that
websites
can
share
to
Facebook
well.

30. 30
Do’s
and
Don’ts
DON’T…
Post
content
without
opBmizing
it
for
the
plaeorms
you’re
sharing
it
on.
Great
looking
content
will
be
more
engaging
and
will
ulBmately
be
more
share-­‐able.
Use
Facebook’s
debug
tool
to
reveal
potenBal
issues:

31. 31
Use
the
link
format
when
premiering
with
media
partners.
Do’s
and
Don’ts
DO…
*Image
via
@clapyourhandssayyeah

32. 32
Do’s
and
Don’ts
DON’T…
Post
a
bare
link
or
a
photo
with
a
link
in
the
capBon.
Rich
link
posts
are
clicked
on
at
twice
the
rate
of
capBons
and
plain
links.

33. 33
Create
Facebook
event
pages
for
important
events.
• Fans
will
be
alerted
when
there
is
an
event
near
them
and
again
as
a
reminder
when
the
date
gets
closer.
• Fans
can
also
see
which
of
their
friends
are
going
as
well
as
invite
friends
that
may
be
interested.
Do’s
and
Don’ts
DO…
*Image
via
@thecharlesbradley

34. 34
Content
Ideas
Coming
up
with
Facebook
content
is
the
biggest
struggle
for
most
ar-sts
and
their
teams.
We
have
sugges-ons
to
beRer
plan
and
prepare
for
your
Facebook
posts.

35. 35
Content
Ideas
Make
a
schedule
SBcking
to
a
rough
content
schedule
keeps
your
opBons
from
gegng
overwhelming
M
T
W
R
F
S
Su

36. 36
Content
Ideas
Never
doubt
that
you’re
interes-ng
Fans
want
to
know
about
you.
Having
something
to
post
on
Facebook
can
be
as
easy
as:
• Photos
of
gear
• A
cross-­‐posted
Instagram
video
from
the
van/bus
• A
funny
GIF
• A
link
to
a
favorite
song
or
video
with
a
li^le
background
on
why
it’s
important/influenBal
The
next
slides
have
a
list
of
different
op-ons
for
when
you’re
stuck…

37. 37
Content
Ideas
Photos
/
Images
Audio
Video
• Album
/
single
art
• Video
sBlls
• Merch
• Venue
during
soundcheck
• Backstage
• Gear
• Screenshots
of
tracking
• Crowd
at
a
show
–
encourage
fans
to
tag
themselves!
• In-­‐feed
track
stream
• Themed
playlists;
setlists,
riding
in
the
van,
songs
that
inspired
the
new
album
etc.
• Recorded
greeBng
/
update
• Short
announcements
• Album
Trailer
• Music
Video
Teasers
• Answers
to
fan
quesBons
• Backstage
tours
• Studio
tours
• AcousBc
versions
of
songs

38. 38
• Schedule
videos
to
automate
your
content
calendar
– When
video
is
uploaded
click
the
arrow
next
to
“Publish”
and
choose
“Schedule
Post”
from
there
you
can
select
the
date
and
the
Bme.
• Set
expira3on
date
– If
an
expiraBon
date
is
necessary
for
your
video,
once
the
video
has
expired
it
will
no
longer
be
available
on
your
Bmeline
or
anywhere
else.
This
feature
may
come
in
handy
when
there
are
licensing
restricBons.
Content
Ideas
Uploading
Facebook
Video

39. 39
Content
Ideas
Add
cap-ons
To
Facebook
Video
• Facebook
videos
automa3cally
play
on
users
newsfeed
without
sound.
Adding
cap3ons
will
help
capture
fans
aBen3on
un3l
the
sound
is
turned
on.
– On
computers,
users
can
choose
to
turn
capBons
on
by
clicking
“CC”
at
the
bo^om
right
corner.
Mobile
Facebook
video
users
will
automaBcally
have
capBons
if
the
device
is
on
mute.

40. 40
Content
Ideas
Managing
Your
Facebook
Videos
Find
your
video
library
under
“Publishing
Tools”
at
the
top
of
the
arBst
page.
This
is
where
you
can
manage
and
edit
all
videos.

41. 41
Facebook
Live
is
a
unique
feature
that
can
help
arBsts
directly
connect
with
fans.
Fans
are
able
to
watch
and
interact
with
real-­‐3me
video
that
will
broadcast
through
your
Facebook
profile.
Ways
to
uBlize
this
feature:
• Take
fans
behind
the
scenes
of
a
concert,
in
the
recording
studio,
at
a
photo
shoot
or
while
making
a
music
video.
• Host
a
fan
Q&A.
• Host
a
listening
party
for
your
new
album
release.
Answer
fan
quesBons
while
they
hear
the
album
for
the
first
Bme.
Content
Ideas
Facebook
Live
*Image
via
Facebook

42. 42
Content
Ideas
GIF
Sharing
Not
quite
an
image
or
a
video,
a
GIF
is
a
great
way
to
help
enhance
your
post
with
visual
content
• Facebook
now
supports
GIF
links
from
external
sites
(Giphy,
Imgur,
Tumblr,
and
others).
Paste
the
link
into
a
post
and
Facebook
will
animate
the
GIF
once
the
post
has
been
published.
It
will
then
automaBcally
play
in
New
Feeds.
• You
can
even
update
your
profile
picture
to
a
looping
7
second
video!

43. 43
Content
Ideas
360
Photos
A
new
feature
on
Facebook,
the
360
photo
is
perfect
for
sharing
a
more
immersive
experience
with
your
fans.
While
you
need
a
special
set
of
cameras
to
record
a
360
video,
it
is
easy
to
share
a
photo:
• Take
a
panorama
with
an
iOS
or
Samsung
Galaxy
phone.
• Use
an
app
like
Street
View
or
Google
Camera.
• Take
a
360-­‐degree
photo
with
a
360
camera.

44. 44
Content
Ideas
360
photo
Fans
will
easily
discover
your
360
content
with
the
360
icon
that
appears
over
the
image
before
interacBon
When
to
use:
• Concerts
or
fesBvals
• While
in
the
studio
alerBng
fans
you
are
recording
music
• At
rehearsal
• Share
your
favorite
spots
on
tour

45. 45
Content
Ideas
Facebook
Canvas
Bring
your
fans
into
an
interacBve
full
screen
mobile
experience
through
a
Facebook
Canvas
• Create
your
canvas
through
Publishing
Tools.
• Add
photos,
videos,
buy
links
and
tour
informaBon
for
your
fans
to
discover
while
they
swipe
up,
down,
ley
and
right
through
the
canvas.

46. 46
Ge@ng
ABen3on
Pin
Important
Posts
Pinning
content
on
your
page
helps
posts
get
noBced
and
stay
noBced.
It
will
keep
your
post
at
the
top
of
your
page
for
up
to
7
days
making
it
the
first
post
fans
will
see.
*Image
via
@OfficialDion

47. The
Orchard
and
its
logo
are
registered
trademarks
of
Orchard
Enterprises
NY,
Inc.
All
Rights
Reserved.
All
other
trademarks
not
owned
by
the
Orchard
Enterprises
NY,
Inc.,
its
parent
or
affiliates
that
appear
herein
are
the
property
of
their
respec-ve
owners,
who
may
or
may
not
be
affiliated
with,
connected
to,
or
sponsored
by
Orchard
Enterprises
NY,
Inc.,
its
parent
or
its
affiliates.
twi^er.com/orchtweets
facebook.com/theorchard
linkedin.com/company/the-­‐orchard
Any
Ques-ons?
Thank
You