This document discusses strategies for managing multiple Facebook pages for a brand. It recommends having additional pages when a brand has different audience segments, significant daily content, and resources to maintain fresh pages. It provides examples of large brands like Dell and Cisco that operate multiple specialized pages. The document also discusses optimal posting frequencies, noting engagement drops off significantly if a page posts more than every 80 minutes. It advises pages post at least daily while considering peak usage times, but also using off-peak times as an opportunity. The key is for pages to observe user behavior and adjust their posting strategy accordingly.

1. FRAGMENTATION & FREQUENCYFacebook Training CampJuly 21, 2011

2. FRAGMENTATIONWhen does it make sense to have more than one Facebook page? You have a big brand and multiple audience segments

3. You have a lot of good content to offer daily (deals, news, personality)

4. You have the resources to keep pages fresh, lively

5. You have support from upper-level management

6. Personal Brand PagesWRAL has a growing number of personality / public figure pages: Monica Laliberte

7. Mike Maze

8. Nate Johnson

9. Brian Shrader

10. Bill Leslie

11. Kelcey CarlsonBrian Shrader’s WRAL Page

12. Strategies for offering multiple pages Build a primary brand page first

13. Obtain a critical mass

14. Roll-out additional pages methodically

15. WRAL (April 2009)

16. HighSchoolOT (May 2010) – WRAL had 10,000 active monthly users at the time

17. WRAL Weather (November 2010)

18. WRAL GoAskMom (February 2011)

19. WRAL SmartShopper (May 2011)

20. Crowd source – find out what your users wantSix brand pages

21. Strategies for offering multiple pages Each page must support an overall strategy

22. Brand building

23. Soliciting story ideas

24. Providing significant content updates

25. Feedback channel

26. Driving traffic to CBC web properties

27. Building audience engagement

28. Building e-mail lists or other marketing databases

29. Use a consistent naming pattern (WRAL Weather, WRAL GoAskMom)

30. Be sure to have your pages “Like” one another

31. Have multiple page admins, and have them invite their friends to like your new pages (new)

32. Cross-post using “@” and the name of the page on which you want your post to appear

33. +15% growthFB page launches May 25

35. Large brands with multiple pagesDell: Dell, Deal Deals, Dell for Business, Del Enterprise, Dell Go Green, Dell Spot, Dell Go GreenCisco: Cisco, Cisco Networking Academy, Cisco Channel, Cisco Data Center, Cisco IT, Cisco Education, just to name a fewSalesforce: Salesforce CRM, force.com, chatter.com

38. FrequencyHow often should you post?How much is too much?Can you post too little?

39. Half life of a Facebook post

44. What does it all mean? Posts at 3 p.m. Wednesday to get the most comment, but results will vary

45. For active sites, you risk cannibalizing engagement on your page if you post more often than every 80 minutes – another argument for segmentation

46. You should post at least once a day

47. Be mindful of peak usage times (weekdays, 11 a.m., 3 p.m. and 8 p.m., but don’t be controlled by it

48. Off-peak times represent opportunity; less noise

49. Analyze activity on your Facebook page and plan accordingly; stats are generalized

50. Don’t ignore evenings and weekends; users have more leisure time and may be more engaged with your messageFinal thoughtsHow do you know what level is posting is right for your brand or client? Ask

51. The case for breaking news

52. Observe and measure reaction, especially comments on posts

53. Adjust as neededFavorite Facebook Resource:Inside Facebook email newsletter John Conwayjconway@wral.com@jcconwayhttp://www.linkedin.com/in/jcconway919.821.8849