The document discusses the use of Facebook pages for investor relations, emphasizing their potential to connect with stakeholders despite not meeting initial expectations. It provides key branding tips, engagement strategies, and reporting metrics to enhance the effectiveness of Facebook as a tool for corporate communication. Important suggestions include creating appealing cover images, highlighting presentations and videos, and utilizing varied content to drive engagement and web conversions.

1. Facebook Pages for
Investor Relations
When Pages first came out, everyone
thought they would be the next big
thing in Investor Relations.
It hasn’t quite turned out that way. But
Facebook Pages (esp. with Timeline)
are still a great way to connect with
primary stakeholders.

2. Key Branding Points

3. 1. Create Relevant Cover Images
 Not just your website header
 Provide value to the visitor with stock information
 Give the page context with a tagline
 overlay your company logo or another branding asset
 Change your cover image regularly (monthly)
 If you have a trade show coming up or a news release
just out, add this information to the cover image

4. E.g. Cover Images…

5. 2. Claim A Vanity URL
 One of the simplest branding principles on Facebook,
though still one of the most overlooked
 Make sure your company is recognizable through your
Facebook Page URL.
 To set this, visit: facbeook.com/username/
 E.g.

6. 3. Highlight Your Corporate Presentation
 “Highlighting” is a new feature of Facebook Timeline to
replace Tabs.
 By highlighting your Corporate Presentation, you’ll keep it
visible at the top of the page

7. 4. Highlight Your Corporate Video
 The same process as for Presentations. Highlight the most
relevant content of the two first.

8. 5. Add Maps and Location Info
 Adding location info to a Social Media listing gives it a
higher chance of appearing in location-based search
 The headquarters of your company is a vital piece of
information that stakeholders will seek out

9. Key Engagement Points

10. 1. Mention Other Pages In Your Posts
 When you find good content, don't try pass it off as your
own. Instead, find the original creator, "Like" their page
and then mention it when you re-post the content.
 It's well worth taking the time to generate that new social
connection.
 It’s likely the original content creator will re-share the post
on your wall that mentions them

11. E.g. Mentioning Pages

12. 2. Comment As Your Company Page
 Facebook released this feature in June
 It gives you the ability to function online as your company
Facebook Page, not just inside the network
 Create huge opportunities for visibility through blog,
forums and news websites that make use of the
Facebook Comments plugin.

13. E.g. Commenting

14. 3. Vary Post Content
 Since company press releases are usually quite dull in
terms of formatting, it's good to share multimedia
 Engagement rates increase significantly when posting
single images and videos to the Timeline
 Graphically displayed data is shown to greatly enhance
comprehension
 Share Slideshows and Info-graphics from the data in your
press releases in the weeks after they're published

15. E.g. Multimedia

16. Key Reporting Metrics

17. 1. Reach
 Engagement is driven by high-quality, well-timed
content. The result is a high level of Reach
 Total Reach is the best measure of the ROI of your
Facebook strategy
 If you see it dipping, your audience is not being engaged
by your content
 Stem the tide and be more pro-active in engaging with
users using the steps outlined in this presentation

18. E.g. Reach

19. 2. Facebook to Web Conversions
 Ultimately, you run a Facebook campaign to get more
eyes on our press releases and company content
 An excellent measure of this is the Facebook to Web
conversion metric provided by Google Analytics
 The idea is to make the spikes on the next page as high
as possible by maintaining that engaged audience
through slow news periods

20. E.g. Web Conversions

21. Q&A?
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