This document provides guidance on developing a social media strategy for a newspaper's Facebook page. It recommends establishing objectives, understanding the target audience, and creating a strategy with tactics and measurement. Key aspects of a strategy include posting engaging content regularly, monitoring reader behavior, and promoting interaction. The document also provides examples of tactics like targeted ads, viral promotions, and integrating Facebook with the website and advertisers. It stresses the importance of a content strategy, community engagement, management tools, and analytics for measurement.

1. Facebook & Beyond:
Advanced Options

2. Your Guide Today

3. Your newspaper has a Facebook page
and a strategy for attracting
audiences.

4. The next step is maintaining regular
interaction and then monitoring your
reader behaviour.

5. Strategic Planning

6. Social Media Strategic Planning
 Objectives
 Target Audience
 Strategy & Tactics
 Measurement

7. Facebook Objectives
 Increase readership
 Attract advertisers
 Add value to advertisers
 Test new business models

8. Facebook Audit
 Who are your current users
− Age, gender, location
− Interaction (day, time, content)
− Types of media

12. Strategy / Tactics (examples)
 Increase awareness / build network
− Targeted Advertising
− Viral promotions
− UGC / CGC
 Add value for advertisers
− Promote advertisers
− Integration
− Coupons / specials

13. Let’s Talk Details

14. Strategy Breakdown
1. Content
2. Engagement
3. Management
4. Measurement

15. SM Strategy Breakdown
1. Content
− You’ve got it in spades. Now what?
− Delivery methods / frequency
− Listen & watch
− Discussion – encourage it
− Personality – have one

19. SM Strategy Breakdown
2. Engagement
− Determine tools (Sysomos, Wildfire)
− Network building (Find people, engage
on relevant pages)
− Social media ready website

21. What to update…
 A blog post
 An event
 Ask a question / get feedback
 Comment on a post
 Post to other Pages…

23. Are you answering the phone?

26. SM Strategy Breakdown
3. Management (tools & systems)
− Incoming & Outgoing
− Identify resources
− Hootsuite / Sysomos / Facebook for
iPhone & Blackberry

30. 1+1=3

31. Outposts
Base Camp

32. SM Strategy Breakdown
4. Measurement
- Google analytics
- Facebook insights

34. 5 things
you can do
today

35. 1. Customize Your Page
• Custom icon
• Vanity URL
• Custom Tabs

42. 2. Add Custom Tabs
• Custom content & functionality
• Replicate your website
• Leverage existing content (blog, news,
RSS)

44. Creating a Custom Tab
• Install “Static FBML”

45. Creating a Custom Tab
• Go to the main page and click “Edit Page”
• Select the FBML application and click on the
pencil icon to begin editing.

46. Creating a Custom Tab
• Name the box and add your html or text.
• Save changes.

47. Creating a Custom Tab
• Go back to your page and add the tab.

48. Creating a Custom Tab
• Loading the customer tab first.

51. 3. Add a Few “Apps”
• Find existing apps
– Most popular
– Add value
• Building custom apps
– Seamless integration
– Branded
– Go viral

55. 4. Contest & Sweepstakes
Promote & monetize user generated content
– Drive engagement
– Leverage the viral factor
– Acquire new fans

61. 4. Integrate SM Tools
• “Local Social” is the current rage
– Foursquare
– Facebook places
– Twitter / YouTube

65. 5. Facebook Advertising
• Attract readers
• Value-add for advertisers
• Reseller

67. Let’s Review

68. Let’s Review
 Develop your strategy
 Identify internal resources
 Define metrics & track religiously
 Listen
 Engage
 Add value
 Test, track and tweak…

69. Thank You
Chris Burdge
250-508-7761
chris@bwest.ca
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