This document provides an overview of Facebook and how to create and manage a successful Facebook page for business. It discusses that Facebook started as a college website but is now the largest social network with over 1.2 billion users. It also outlines how to create engaging content for a Facebook page like asking questions, using images and video, and scheduling posts to increase user engagement over time. The document also provides tips on finding content to share, using ads to promote the page, and handling customer service and potential crises on Facebook.

1. Facebook
Stuart Dillon-Roberts

2. What is Facebook?
Ten years ago, four college room mates made a website
called “The Facebook.” Today it’s called “Facebook” and
it’s the biggest social network in the world with 1.23
billion users.
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3. 3
It’s kind of a big deal
In a 2013 survey, 97% of small
business owners found that social
media marketing benefited their
businesses.

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Facebook in New Zealand
There are 2,600,000 Facebook users in
New Zealand.
58.14% of the New Zealand population is
on Facebook

5. Male
Female
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Facebook in New Zealand
46% of Facebook users in New
Zealand are male, while 54 are
female.

6. Creating a Facebook Page
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7. 7
Anyone can create
a Facebook page.

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11. Facebook Page Requirements
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13. Tip: Use Canva to make cover photos
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• Save cover photo files in a .PNG format
for best resolution.
• A cover photo helps your page to stand
out. Bright colors work well.
• The optimum size for cover photos is
851 px by 315 px.
• Avoid images with a lot of text in them.
This makes the page look cluttered.

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The “About”
page
A good “About” page will tell
anyone who’s interested everything
they need to know about you and
your business.
• Hours of operation
• Parking availability
• Acceptable methods of payment
• Contact email and phone
• A link to your website
• An address
• Your name
• What makes your business
special.

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You can edit this content by clicking on the “Settings” tab of your page.

16. Facebook Page Roles
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Your typical Facebook page will only need to use these 3 roles.

19.  As a rule of thumb, don’t make anyone an administrator
unless you absolutely trust them
 Give employees a “Moderator” role if they need it
 In bigger organizations, the manager often takes the
“Editor” role
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How to use page roles

20. Using your Page
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21. Making a status
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A Facebook update is also called a “status.”

22. Photos can make a status stand out
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23. Links keep your audience interested
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Paste your link into the
status field.
The image will appear
in a few seconds.

24. Share other Page’s posts
Facebook will attribute the source for you.
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Tag another Page using @
Social media is often a two-way street.
If you help and promote other pages,
they’ll often return the favor.

26. Tip: Schedule content
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27. Increasing Facebook Engagement
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28. Engagement is important because it tells Facebook that
people want to see your content.
If Facebook thinks people want to see your content, it will
increase your reach, which is a measurement of how
many people see your posts.
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Engagement

29. Engagement is based on a measurement of these factors:
 CLICKS – clicks on photos, links, or videos
 LIKES – likes on any post
 SHARES – how many people share your post
 COMMENTS – how many people comment on your post
Your goal is to boost these 4 main activities.
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Understanding Engagement

30. It’s always good to have a content strategy.
Most strategies include different types of content. For
example, during the week you might publish 10
interesting or funny posts that get a lot of engagement.
In that same week you might only publish 2-3 posts asking
people to buy your products, but since Facebook sees that
your previous posts had good engagement, it will show
these updates to many people.
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Strategy

31. Ask Questions
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When you ask questions, it tells your audience that you are interested in them, and it
also makes it easier for them to leave comments.

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Create a community
People love to feel like they’re a part of
something cool.
Include your fans in your achievements.

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Ask for opinions
People love to vent their thoughts
online. You can use this to your
advantage by posting a link to something
controversial and asking for their
opinion.
Another way to do this is to involve your
fans in decisions you have to make.

34. Humor is good
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Contests
Contests are an excellent way to
drive engagement.

36. Tip: Use WooBox for contests
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37. Finding Content to Share
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38. Tip: Always look for content to share
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Good social media managers are always on the lookout
for content to share with their audiences.

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Flipboard
Flipboard is a mobile app that
allows you to select your
interests, then flip through
them.
When you see something you
like, simply save it to share
later.

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Spundge
BuzzSumo
BuzzSumo is slightly more
advanced. The program asks
you to enter your interests,
and then it gives you a list of
content which it has rated for
you.
It also gives you excellent
analytics, but is not a tool for
beginners.

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Twitter
Twitter is an excellent content
discovery tool because it allows
you to choose your sources.
Create an account, follow the
people who make content for
your industry, and then scroll
through the feed of tweets it will
provide for you.

42.  There’s no one-size-fits-all app for content discovery
 Start following content producers in social channels
 Always be on the lookout for content to share
 Create your own graphics or blog posts
 Share other page’s posts
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Finding content to share

43. Local content sources have a two-way relationship with social
media managers.
 Subscribe to bloggers and newspapers in your area
 They rely on people like you to share their content
 Offer to collaborate – if you can make their jobs easier they’ll
work with you
 The best place to locate local content sources is on Twitter
 Ask around, and someone will almost always know someone
in the industry
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Local content sources

44. These tools are essential to creating your own content
 Canva – graphics | FREE
 Wordpress – blogging | FREE
 Squarespace – blogging | $8 / month
 Hail – content management | $14 / month
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Create your own content

45. Advertising on Facebook
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46. Ads encourage engagement
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There are different advertisements for different objectives. Facebook ads help you to
reach more people on Facebook and to get them to either see or do something.

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Facebook’s
instructions
are fairly
comprehensive
for beginners.
Click “Create Ads”

48. Graphics
Use bright and fresh images to stand out in
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the newsfeed.
Don’t use images that you see other
people using. Advertising is all about being
unique.
If you need to design graphics, you can
often do it yourself in Canva.
Always save files in a .PNG format for best
resolution.

49. Targeting
Well-targeted ads have the biggest ROI
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(return on investment)
• Spend time researching your
customers
• When you know what they do and
what they like, you can target ads at
them and only them
• Spend your money wisely – if you’re
not seeing your desired results, try
something else
• Be patient – it can take several hours
before ads start kicking in
• Be patient – your desired audience
might not be online

50. Social Media Basics
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51.  Once you know who you’re talking to online, you can create
strategies to encourage engagement and grow your audience
 The best way to do this is to use Facebook’s built-in analytics
system
 Access this by clicking on “Insights” at the top of your page
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Get to know your audience

52. Insights example: #GigatownDunedin
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53. Insights example: #GigatownDunedin
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54.  Use social media as a way to talk to all of your
customers / audience. Don’t use it as an easy marketing
tool
 When people comment on your posts, reply to them if
there’s opportunity for conversation
 Get to know what your competitors are doing on social
media
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Interact with your audience

55.  Attribute the source of content correctly, and try to tag
the page of the content owner when possible
 When you’re on your Facebook page, use language that
you would use when talking to a customer face to face
 Don’t exploit negative circumstances as a way to
increase engagement. It’s ok to acknowledge incidents,
tragedies, and events, but don’t exploit the opportunity.
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Social media etiquette

56. Crisis Management
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Avoid the crisis - use a keyword filter

58.  Make sure everyone who is managing your social media
knows what the rules are
 Exercise your judgment when dealing with negative
feedback or comments
 If it’s a legitimate concern that needs addressing, do so
professionally
 You wouldn’t allow people to deface your shop window,
so don’t let them deface your virtual shop window
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Establish rules

59.  Just like a physical store, some people will be nice and
others – not so much
 When you suspect that an audience member will cause
trouble, ask to speak to them directly by phone or email
 Don’t try to deal with customers who are not going to
co-operate online
 If someone refuses to co-operate, don’t feel bad about
blocking them
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Take it offline

60.  If more than a handful of people were aware of the
crisis, it’s a good idea to make a statement on your
page.
 Be assertive – make sure fans know you’re not up for a
debate on the matter
 Ending with a “Thank You” reinforces your gratitude to
the fans who are supportive
 Turn the negative situation into a positive brand
experience
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Make a statement

61. Tools to help manage social media
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62. Buffer App - free
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63. Canva - free
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64. Facebook Pages - free
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