This document summarizes a Cision webinar on using Facebook for PR professionals. The webinar covered managing Facebook team responsibilities, connecting with journalists and influencers on Facebook, managing customer services, increasing presence and engagement on Facebook, and monitoring and measuring engagement on Facebook. Speakers included Heidi Sullivan, Lucy Griffin, and Sabina Rosander from Cision who provided tips and examples from brands like Tesco and EA Sports. Attendees could submit questions during the webinar.

1. Facebook For PR Pros
Heidi Sullivan, Vice President, Global Media Research
@hksully
Sabina Rosander, Online Community Manager
@CisionUK

2. Welcome to today’s Cision webinar
Speakers: Agenda:
 Lucy Griffin  Managing Facebook team
Marketing Manager responsibilities
 Heidi Sullivan  Connecting with journalists
Vice President, Global Media Research and influencers on Facebook
 Sabina Rosander  Tips for increasing your
Online Community Manager presence
 What to monitor and how to
measure on Facebook
 Q&A
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3. Get involved…
Your control panel
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4. Follow us!
Webinar #CisionUK
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5. Like us on Facebook!
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6. Section Changes…
A Few Facebook
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7. Facebook’s New-ish Features
 Revamped Friend Lists
 Real-Time News Ticker
 Subscribe Button
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8. The Impact of the Timeline on PR & Marketing
 Greater impact over longer
time
 More visibility for Facebook
Apps
 Brands associated with your
digital life
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9. Section Divider
Managing Facebook
Team Responsibilities

10. One Key Admin or Many?
Flying Solo Teamwork
PROS PROS
 Consistent Voice  Multiple Viewpoints
 Ease of Maintenance  Knowledge Transfer
 Simple Decisions  Less Time Commitment
CONS CONS
 Risk of Knowledge Loss if  Responsibilities
Admin Leaves Management
 Need Back-up for Off-  Inconsistency
Hours & Holidays
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11. Develop Facebook Team Guidelines
 Assign responsibilities/schedules
 Outline how to handle complaints/crises
 Create a strategy for building community & cultivating
relationships
 Highlight how competitors should (or should not) be addressed
 Determine how transparent & personal posts can be
• What’s off limits?
• How does this add value?
• Who is our community?
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12. Try a Facebook Management Tool
 Easily assign posts
 Track comments & responses
 Manage across platforms
 Schedule posts
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13. Section Divider
Connecting with
Journalists & Influencers

14. For communications pros, news and social
content are now one and the same
 News organisations are making their
content more social.
 The distinctions between
journalists, bloggers and online
influencers are melting away.
 Social sites now rival search engines
as directors of web traffic
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15. Facebook now drives more traffic to
PerezHilton and the Huffington Post
than Google does. WebProNews,
May 2009
In just over 2 months the Guardian’s
Facebook app has been installed by
nearly 4 million users generating
almost a million page impressions
every day. Andrew
Miller, CEO, Guardian

16. 1% of any population
will be active content creators
9% will be participants
90% will simply "consume"
that content online
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17. Facebook Encourages Journalists to Seek Sources
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18. Use Facebook to… But not to…
 Cultivate relationships  Send traditional “pitches”
with journalists
 Message journalists’
 Promote events to the private pages unless you
media via invitations have an established
relationship
 Find opportunities to be a
source  Post your news on a
media outlet’s Wall
 Stay on top of the latest
news
 Authentically comment on
news stories & questions
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19. Section Divider
Managing Customer
Services

20. A few guidelines
 Respond quickly & cordially
 Be proactive
 Check spelling & grammar
Avoid This….
before posting a response
 Don’t use “I” statements
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21. Strike a conversational tone
 Find your “social voice”
 Don’t post robotic response to
your fans’ personal questions
 Personalise messages and write
like a real human
 Make sure the tone and language
match the culture and promise of
your brand
 Respond quickly and cordially
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22. To delete …
… or not to delete
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23. Turn fans into
advocates with
negative postings by
building a community
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24. Increase YourDivider
Section
Presence & Engage

25. Social media optimisation and engagement
External Internal
 Best time to post  Understand EdgeRank
 Be visible
 Provide consistent  Analyse and measure
content engagement
 Encourage comments and  Be active while your fans
likes are
 Show personality
 Share videos and photos
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26. Why should
you care?
 Over 500 million
active users
 50% of active users
log on to Facebook in
any given day
 People spend over
700 billion minutes
per month on
Facebook
 Average user is
connected to 80
community pages,
groups and events
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27. Tips and Tricks
 Don’t just talk about
yourself
 Ask a lot of questions
 Acknowledge and engage
both the negative and the
positive comments
 Make it about your fans
 Get community input
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28. Tesco: Engaging Fans & Responding to Complaints
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29. EA Sports FIFA: Sneak Peeks Engage Community
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30. SteelMaster Buildings: Bring your product to life
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31. What can lead to Unlikes?
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32. Section Measure
Monitor &
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33. What you should be monitoring
 Trends that created feedback and
spikes in impressions
 What type of comments and/or
content cause an increase in
engagement
 What events and/or content lead
to an increase of likes
 What messaging lead to unlikes
 Demographics of your fan base
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34. Facebook Insights
Facebook Insights provides Facebook Page owners and Facebook Platform
developers with metrics around their content.
By understanding and analysing trends within user growth and
demographics, consumption of content, and creation of content, Page
owners and Platform developers are better equipped to improve their
business with Facebook.
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35. Questions? #cisionuk
Heidi Sullivan,
Vice President, Global Media Research
@hksully
Sabina Rosander,
Online Community Manager
@CisionUK
Submit a question here
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36. Get in touch…
Tweet us: @CisionUK
Facebook: facebook.com/CisionUK
Email us: info.uk@cision.com
Call us: 0800 358 3110
Visit us: uk.cision.com
Thanks for joining us!