The document provides an introduction to using Facebook for brands, covering social media basics, how Facebook compares to other platforms, best posting practices, and using Facebook insights. It emphasizes listening to audiences, participating authentically as a brand, staying on-brand, being helpful, monitoring engagement, and adapting strategies based on insights. The document encourages brands to try posting and engaging on their Facebook page to understand these strategies in practice.

1. FACEBOOK BASICS
FOR BRANDS

2. A little about me…
Kali Readwin
Frontstep Communications

3. Frontstep Communications @yourfrontstep
Introduction Time!
Tell me your name and role.
Do you use Facebook on a personal basis?
What you want to get out of today?

4. Frontstep Communications @yourfrontstep
.1.
Social Media Basics

5. Frontstep Communications @yourfrontstep
First, what is social media?
Social media includes web-based and mobile
technologies used to turn communication into
interactive dialogue.
(via Wikipedia)

6. Social media is not a “TACTIC”
It’s only a TOOL.
Frontstep Communications @yourfrontstep

7. With social media, you’ve gotta…
1. Listen
2. Participate
3. Be Genuine
4. Stay “On-Brand”
5. Be Helpful
6. Monitor
7. Adjust & Adapt
Frontstep Communications @yourfrontstep

8. Frontstep Communications @yourfrontstep
.2.
Facebook Basics

9. How Facebook Compares
Frontstep Communications @yourfrontstep
Know your environment. Know your purpose.

10. Each platform is unique.
Frontstep Communications @yourfrontstep

11. Frontstep Communications @yourfrontstep
• Demographic is older
• Personal profile vs business pages
• Consistent Frequency
• Share all kinds of content (images best)
• Boosted posts & advertising
• Slow growth
Considerations

12. Frontstep Communications @yourfrontstep
• Like (featured Likes)
• Share news / outside content
• Mention/tag (Funders, Partners, Commenters)
• Comment (Respond, seek news, media)
• Contests(New rules, incentives, etc)
• Include fans in decisions (Rescue for Life example)
Engaging as a Brand

13. Frontstep Communications @yourfrontstep
• FOR THE AUDIENCE
• Respond: risk management
• Cross-promotion: dos and don’ts
• Images: links with images
• Headline writing
• Post timing & scheduling
• Apps/Tabs for other resources/networks
Best Posting Practices

14. Try out your organizations’s Facebook Page.
• Schedule a post (include tag, link, select
image, update headline)
• Comment & like a new Page as the brand
• View Insights
Activity
Frontstep Communications @yourfrontstep

15. Be mindful of
“social currency”
Frontstep Communications @yourfrontstep

16. Frontstep Communications @yourfrontstep
• Know your targets (be reasonable)
• Record/save data for measurement
• Use data to shape future content
• Understand definitions
Pay Attention to Insights

18. THANK YOU!
Kali Readwin
Frontstep Communications
kali@yourfrontstep.com
facebook.com/yourfrontstep
twitter.com/yourfrontstep
Frontstep Communications @yourfrontstep