Social Media Residency Clinic Middle East Healthcare Summit, Dubai

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Facebook
Marie Ennis-O’Connor
@JBBC

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What Will We Cover?
• Brief overview – why should you
consider FB? Key demographics
• Understanding the Facebook Algorithm
• How to optimize your content - posts,
visuals, stories
• How to generate more organic
engagement with your content
• Setting up Facebook Messenger
• Facebook Insights - key metrics
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Why Choose Facebook?
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Is It The Right Place For Your Organization?
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The Downside However….
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Facebook Zero
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Introduced in 2018 to prioritize
“meaningful” person-to-person
interactions among friends and
family over posts from Facebook
pages.

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Understanding FB Algorithm
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How to Optimize Your Content for the Facebook
Algorithm
• Create content likely to elicit positive
feedback from your audience.
• Create posts that are likely to result
in your audience liking, commenting,
and sharing with their friends.
• Publish content that promotes
engagement.
• Create posts that are likely to result
in people clicking on your links,
photos, copy, videos, and other
content.
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Let’s Dive A Little Deeper…
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1. Identify Which Content Resonates

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Research Similar Pages

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Look To Industry Studies

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Cool Tool: Buzzsumo

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Research Facebook Ads

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2. Post When Your Followers Are Online

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3. Keep Things Simple
• Keep your color scheme
clean and consistent.
• Include images that are
recognizable.
• Use minimal, concise and
impactful text.

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4. Generate an Emotional Response

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5. Use High Quality Visuals
• Every post should include visuals, like
images, GIFs or videos.
• Make sure these creative assets are
high quality.
• Avoid visuals that doesn't accurately
reflect your brand or message.

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Cool Tools Alert
Life of Pix Unsplash Pixabay

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Graphic Design Tools
Adobe Spark
Stencil
Canva

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How To Post An Image on Facebook

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6. Share Video

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Experiment With Square Videos

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FB Video Creation Kit

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Cool Tools
Adobe Spark Ripl

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Go Live

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Use Facebook Polls

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What To Do After You Go Live

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Tools To Go Live

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Cool Tool: StreamYard

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Facebook Premiere

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7. Create Stories

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Create Stories

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Why You Should Use The Stories Feature
• Low-barrier entry point for social video
• Prioritized placement on user feeds
• Engaging bite-sized video content
• Cross-posting functionality
• View performance metrics via Insights
• Gain familiarity with a format that represents the
future of social marketing

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Facebook Messenger

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Facebook Insights

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Facebook Marketing Key Performance Indicators (KPIs)
• Audience Growth
• Audience Profile
• Audience Engagement
• Content Reach
• Engagement by Content Type

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Facebook Insights

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Facebook Insights

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Building an Engaged
Following