2. 2
SOCIAL MEDIA IS NOT…
1. Anything that’s online
2. A one-way discussion
3. A silver bullet
Email is not social media.
Web banners are not social media.
Traditional media is only a one way
discussion; radio, television and
newspapers.
Social media will not solve
everything, it needs to work hand in
hand with your campaigns, initiatives
and your traditional media.
3. 3
FACEBOOK
Content is focused on what interests your fans.
They’re already having conversations – get
them to have the conversations on your page!
• 1.35 billion active users as of the third
quarter of 2014
• 864 million people log onto Facebook daily
• 654 million people use Facebook on mobile
on a daily basis
• 63% of Facebook users engage on a daily
basis
• Users share 2.5 billion pieces of content
each day
• 30 million businesses now have a Facebook
fan page
• 1.5 million businesses run Facebook ads
MOST COMMON REASON USERS UNLIKE A
FACEBOOK PAGE – UNINTERESTING POSTS!
4. 4
WHY FACEBOOK?
People use Facebook to stay connected with friends and family, to discover what’s going on in
the world, and to share and express what matters to them. When people “like” a business or
brand page, they want to stay updated and be a part of that company’s community. They
want to feel like members of an exclusive club, so building a relationship with fans is vital to
the success of a business or brand’s Facebook page.
5. 5
CONTENT EXAMPLES
1. Photos – homes, special events, people in the
Rough Hollow community, things to do around
town
2. Videos – events, tours of homes
3. Questions – Favorite Rough Hollow Event? What
does your dream home look like” Did you hear
about our upcoming event? What do you love
most about the hill country?
4. Additional Engaging Content – fun facts, weird
holidays (National Chocolate Day), special
messages, share articles – the goal is to get fans
to engage with you!
Content is focused on what interests your fans.
They’re already having conversations – get them to
have the conversations on your page!
6. 6
Say Thank You!
Respond to any question!
Be honest!
Be transparent!
Be authentic!
Create a voice!
Be candid!
RESPONDING IS CRUCIAL
9. 9
BEST PRACTICES
Targeted Facebook Ad Campaigns
Post images with less than 20% text – This includes flyers about events
Make fans part of the club! Give them exclusive content – photos and videos, exclusive
information about upcoming events
Engage – Create a healthy mix of promotional and engaging posts – Fans want to know
what’s going on at Rough Hollow and they also want to feel that their voice is heard.
10. 10
IMAGE BEST PRACTICES
1. Facebook is highly visual and using images are extremely important.
2. Post images with less than 20% copy!
• People overlook copy-heavy images – They won’t read them
• Include the necessary copy in the post itself, not in the image
• Link to the website for fans to get additional information
• Facebook ad images can have no more than 20% copy
3. Create Facebook-exclusive images to promote events
• Image size: 504x504 for most images and 784x295 for Event images
• We’ll make these fun, engaging and not copy-heavy
4. Photos from Rough Hollow are key to success!
11. 11
FACEBOOK RECOMMENDATIONS
• Post photos and videos from Rough Hollow – We will make recommendations on
needed photos and videos for the posts.
• Run a targeted Clicks to Website Facebook Ad Campaign - $1,000 per month
• Adults 35-54, Affluent Homeowners, Homes valued at $300K+, HHI $175+
• Austin, Minneapolis/St. Paul, Houston, Chicago, Denver, Salt Lake City, Boise, San
Diego, Los Angeles
• Run monthly Facebook giveaways – Fans need an incentive to continue to visit and
interact with the page and this can be done by running regular giveaways on the wall or
on a tab.
• Create theme days for Facebook – Ex. Fun Fridays – fun pictures from events, the Rough
Hollow community
12. 12
FACEBOOK RECOMMENDATIONS
• Home of the Week – Create a theme day for the featured home of the week and post a
teaser each week
• 3-5 posts per week – The frequency will depend upon what is going on in the Rough
Hollow community. We recommend a balance between promotional (home, event) and
engaging (fun facts, questions, sharing articles, etc.) posts. Promotional posts will also
be engaging and not solely sales-related.
• Engaging posts:
• Time of year – seasonal posts, holiday posts, general posts (favorite fall activity,
sports-related)
• Related to Rough Hollow and Rough Hollow’s Events – Yoga tips, fun movie facts,
etc.
• Austin/Lakeway/Texas – There is plenty to do, so let’s give our insight. Post fun
lists of things to do in Lakeway, Austin or even Texas, best restaurants in the area,
best spots for singles, families, share “Best of” articles, etc.
13. 13
FACEBOOK RECOMMENDATIONS
• Milestones – Celebrate milestones including Facebook likes (2,000, 5,000, 10,000, etc.)
• Employees – Feature employees and celebrate their accomplishments
• Fans love to get a behind-the-scenes look
• Teaser posts – Tease an upcoming big event in advance by dropping hints, posting only
part of an image, etc.
• This generates excitement for the big reveal!
• Create Facebook events – The Events tab is outdated. Each event will give fans details
including the time and place. We also recommend including a 784x295 event image for
each.
• Tone – Fun and playful, interactive, genuine, caring. We don’t recommend a dramatic
change in tone – keep it light. Facebook is social so make your page social. Treat fans
like friends.
14. 14
TWITTER RECOMMENDATIONS
• Tweet 3-5 times per week
• Tweet photos of homes with link
• Tweet about upcoming events with link and photos (if available)
• Tweet engaging content – don’t be overly promotional
• Respond to mentions
• Retweet mentions and valuable information related to brand
• Retweet fun content that relates to community – Austin/Lakeway/Texas
15. 15
PINTEREST RECOMMENDATIONS
• 5-7 pins per week
• Current Pinterest page has good content – keep on that track
• Add boards as we see fit
• Cross-promote – Share Pinterest content on Facebook and Twitter
• Follow similar boards – Find valuable content to re-pin
16. 16
INSIGHTS
• We will provide monthly social media analytic reports for Facebook and Twitter.
• These reports will provide insights on the page’s growth, the posts that performed the
best, demographic information and additional statistics
• We will utilize these statistics to provide monthly recommendations.
Too big to ignore!
http://www.jeffbullas.com/2014/07/29/25-facebook-facts-and-statistics-you-should-know-in-2014/
https://zephoria.com/social-media/top-15-valuable-facebook-statistics/
http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746
Start to think about that voice. Be real. People can tell when you are fake.
Handling negative posts – transparent and candid is the best way. When I was a kid, my parents taught me just to be honest, even if I did something wrong, it saves my butt in the long run. It’s the same for social media. Be smart about it, though.
Content - Short posts, questions that engage the audience and ask for their opinion
Flyer – The post is fine but the flyer has way too much copy. No one is going to read it and it’s difficult to read. It would have been better to post a fun image with less copy or a clip from the movie, and provided a link to get more information.
Photo – This is a great pic! However, the post is too vague. It’s great that the builder was tagged but the fans don’t know why they were tagged. Give more of a shout out to the builder by including how great of a job they did on this gorgeous Hill Country home. It would also have been great to highlight one of the features of the home.
Home of the Week - post a teaser each week – This week’s featured home is in which neighborhood? (provide choices and a hint about that neighborhood). Then, post a photo of the home, the correct answer and information about the home with the link on the featured home day.
