How to use facebook for business an introductory guideNuno Fraga Coelho
This document provides an introductory guide on how to use Facebook for business. It covers setting up a Facebook profile or page for your business, promoting your page, using groups and ads, understanding Facebook's EdgeRank algorithm, best practices for Facebook marketing, and measuring your Facebook presence. The goal is to help businesses get found by potential customers on Facebook and engage with current customers to achieve business goals like generating leads. It provides definitions of key Facebook terms and discusses reasons for businesses to have a Facebook presence like connecting with customers and promoting other content.
This document discusses how to integrate Facebook with websites by:
1. Creating a Facebook page to engage with audiences and spread word-of-mouth marketing.
2. Using applications, widgets, and the Open Graph API to display website content and interact with users directly on Facebook.
3. Implementing social plugins like the Like button to encourage sharing and promote websites through a user's social networks.
The document provides guidance on using the BCEI (Build-Connect-Engage-Influence) framework to market a business on Facebook. It discusses pitching the framework to clients and setting up ads accounts. It then covers building a page, aligning it with the business purpose and objectives. It discusses building an initial fan base. The next steps are to connect with fans by setting up ads to acquire more fans, understanding ad performance using insights, and promoting the page through other channels. The overall goals are to get more fans, generate leads and acquire customers.
This document provides an introductory guide on how to use Facebook for business. It begins by explaining that the guide is for marketers who are new to using Facebook and will cover basic tactics. It then discusses setting up a Facebook profile and business page, best practices for businesses on Facebook, and measuring success. The guide aims to help readers master the essentials of engaging customers and marketing on Facebook.
Official Facebook Marketing Best Practices GuideThérèse Cator
This is the Official Best Practices Guide that Facebook recently released. It gives businesses a guide on how to effectively navigate the Facebook ecosystem. The focus is on Marketing on Facebook, and also details ways to use Facebook ads, plugins, analytics and more.
This best practice guide provides strategies for using Facebook effectively for marketing. It outlines five guiding principles for an authentic social media strategy: being social by design, having an authentic brand voice, being interactive, nurturing relationships, and continuous learning. It then details how Facebook can be used to foster various business objectives like generating awareness, driving traffic/sales, building loyalty, and gaining insights. Helpful resources are also mentioned.
This document provides best practices for marketing on Facebook. It outlines five guiding principles for an effective Facebook strategy: make it social, authentic, interactive, nurture relationships, and keep learning. It then details how to use Facebook to foster various objectives like awareness, preference, traffic, loyalty. For each objective, it lists introductory and advanced tools on Facebook and provides steps to achieve the objective. The overall guide provides a framework to integrate Facebook authentically into a marketer's broader strategy and campaigns.
Google AdSense allows companies to display ads on their website or app to earn revenue. There are 7 stages to managing pay-per-click (PPC) advertising through AdSense: researching the market, planning campaigns, writing ads, organizing bids, creating landing pages, reviewing performance, and testing. Benefits of PPC include targeting specific audiences, measuring effectiveness, and paying only when ads are clicked. Geographic targeting and optimization tips can help advertisers improve results.
How to use facebook for business an introductory guideNuno Fraga Coelho
This document provides an introductory guide on how to use Facebook for business. It covers setting up a Facebook profile or page for your business, promoting your page, using groups and ads, understanding Facebook's EdgeRank algorithm, best practices for Facebook marketing, and measuring your Facebook presence. The goal is to help businesses get found by potential customers on Facebook and engage with current customers to achieve business goals like generating leads. It provides definitions of key Facebook terms and discusses reasons for businesses to have a Facebook presence like connecting with customers and promoting other content.
This document discusses how to integrate Facebook with websites by:
1. Creating a Facebook page to engage with audiences and spread word-of-mouth marketing.
2. Using applications, widgets, and the Open Graph API to display website content and interact with users directly on Facebook.
3. Implementing social plugins like the Like button to encourage sharing and promote websites through a user's social networks.
The document provides guidance on using the BCEI (Build-Connect-Engage-Influence) framework to market a business on Facebook. It discusses pitching the framework to clients and setting up ads accounts. It then covers building a page, aligning it with the business purpose and objectives. It discusses building an initial fan base. The next steps are to connect with fans by setting up ads to acquire more fans, understanding ad performance using insights, and promoting the page through other channels. The overall goals are to get more fans, generate leads and acquire customers.
This document provides an introductory guide on how to use Facebook for business. It begins by explaining that the guide is for marketers who are new to using Facebook and will cover basic tactics. It then discusses setting up a Facebook profile and business page, best practices for businesses on Facebook, and measuring success. The guide aims to help readers master the essentials of engaging customers and marketing on Facebook.
Official Facebook Marketing Best Practices GuideThérèse Cator
This is the Official Best Practices Guide that Facebook recently released. It gives businesses a guide on how to effectively navigate the Facebook ecosystem. The focus is on Marketing on Facebook, and also details ways to use Facebook ads, plugins, analytics and more.
This best practice guide provides strategies for using Facebook effectively for marketing. It outlines five guiding principles for an authentic social media strategy: being social by design, having an authentic brand voice, being interactive, nurturing relationships, and continuous learning. It then details how Facebook can be used to foster various business objectives like generating awareness, driving traffic/sales, building loyalty, and gaining insights. Helpful resources are also mentioned.
This document provides best practices for marketing on Facebook. It outlines five guiding principles for an effective Facebook strategy: make it social, authentic, interactive, nurture relationships, and keep learning. It then details how to use Facebook to foster various objectives like awareness, preference, traffic, loyalty. For each objective, it lists introductory and advanced tools on Facebook and provides steps to achieve the objective. The overall guide provides a framework to integrate Facebook authentically into a marketer's broader strategy and campaigns.
Google AdSense allows companies to display ads on their website or app to earn revenue. There are 7 stages to managing pay-per-click (PPC) advertising through AdSense: researching the market, planning campaigns, writing ads, organizing bids, creating landing pages, reviewing performance, and testing. Benefits of PPC include targeting specific audiences, measuring effectiveness, and paying only when ads are clicked. Geographic targeting and optimization tips can help advertisers improve results.
Facebook has over 1.19 billion active users globally, making it an important platform for marketers. This guide provides tips for using Facebook effectively, including building a branded Facebook presence through pages, growing subscriber lists by promoting lead forms, and engaging loyal customers by pinning and starring compelling content on timelines. It also offers advice on using Facebook insights to monitor page activity and understanding the news feed algorithm to increase content visibility.
Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.
Social Vantage - Social Media Marketing StrategySocial Vantage
This document provides an overview of an effective social media marketing strategy for businesses. It recommends using a combination of educational, promotional, and engaging content along with paid social media advertising like Facebook like campaigns and web click campaigns. It stresses the importance of analyzing social media metrics and analytics to optimize the strategy and understand its impact. The strategy aims to help businesses leverage social media to boost their brand awareness, generate new sales, and attract more customers in a cost-effective manner.
This document provides best practices for marketing on Facebook. It outlines five guiding principles for an effective Facebook strategy, including building a strategy that is social by design, creating an authentic brand voice, making content interactive, nurturing relationships, and keeping learning. It also details how to use Facebook to achieve different business objectives like product development, awareness, preference, traffic, loyalty, recommendations, and insights. Specific tactics are provided for campaigns and tools to utilize for each objective.
This document provides best practices for marketing on Facebook. It outlines five guiding principles for an effective Facebook strategy, including building a social strategy, creating an authentic brand voice, making content interactive, nurturing relationships, and continuously learning. It then discusses how to use Facebook to achieve different business objectives like product development, awareness, preference, traffic, loyalty, recommendations, and insights. Specific tactics are provided for each objective.
Introduction to Social Media Marketing training & campaign execution on Facebook & Tiktok etc platform
1.Detailed understanding of Social Media Marketing.
2.How to execute each paid channel
and Analyse that by sharing the understanding.
3. What is the use of each channel, what are the analytics generated from each channel?
I hope it would be helpful.
P.S Do share your thoughts by commenting.
I want to elaborate on the importance of social media from my end. Why Social Media is so important in our current scenario. Actually, it allows you to reach people locally, regionally, nationally and even internationally. If you understand the characteristics of your target audience, you will be able to personalize your messages to resonate with that audience more appropriately.
The document discusses strategies for using social media, particularly Facebook, to promote a business called VHB. It provides tips on engaging audiences through posts, questions, comments, links, photos and videos. It also addresses determining goals, voice, content quality and regular posting times. Competitor analysis and establishing a clear purpose for the Facebook page are emphasized.
This document provides guidance on using Facebook effectively to increase retail sales. It discusses planning a Facebook strategy, getting Facebook fans to visit a retail website, gathering customer data from Facebook, nurturing fans into loyal customers, and closing the marketing loop on Facebook. The key recommendations are to quantify goals, understand the target audience, create a seamless online and in-store branding experience, and use compelling calls to action to move Facebook fans to a retail website and towards making purchases.
This document discusses changes to Facebook's News Feed algorithm in 2015 and provides tips for businesses to adjust their Facebook marketing strategies accordingly. It notes that Facebook will reduce overly promotional page posts to improve the user experience. It then answers common questions about the changes, such as how businesses can expand their organic reach without advertising budgets by focusing on high-value, non-promotional content and engaging their audiences.
The complete guide to analytics on Facebookcentral.zone
This document provides a comprehensive guide to analyzing metrics on Facebook. It defines key metrics like page likes, engagement, engaged users, reach and impressions, and engagement rate. It explains how to understand these metrics and use them to measure the success of Facebook strategies. Advanced techniques covered include identifying growth opportunities, performing competitive analyses, and using insights data to build effective video content. The document aims to help marketers leverage Facebook analytics to interact with audiences and answer important questions about campaign performance.
The complete guide to analytics on facebookcentral.zone
This document provides a guide to analyzing metrics on Facebook for content marketers and social media managers. It defines key metrics for understanding audience engagement, including page likes, engagement (likes, comments, shares), engaged users, reach and impressions, and engagement rate. It discusses how to understand these metrics and use them to formulate effective Facebook strategies through setting goals, testing new content, and measuring results. Both basic and advanced analytic techniques are covered to help optimize content and measure performance.
The document provides a 7 step guide to using social media for fundraising. It discusses developing a social media strategy, creating engaging content, choosing social channels, posting and engaging, Facebook advertising, campaign activities, and tracking success. The steps include developing content pillars, tone of voice, leveraging different social networks, scheduling posts, engaging with audiences, creating Facebook ads and campaigns, and analyzing metrics. The goal is to drive awareness, interest, donations, and develop long-term donors through an integrated social media approach.
Facebook is very largest marketing sector at this era. You have to know perfect technique for facebook marketing. Follow this slide to achieve a good result for your brand.
Learn Facebook Marketing Strategy in a Effective way With Sandip Trivedi. Here we Describe simply 7 Steps of Facebook Marketing Strategy. Learn and Apply those 7 Steps. All the Best.
Social media marketing services are becoming increasingly important for businesses. The document discusses how social networks have massive user bases, with Facebook having 665 million daily users and Twitter having 288 million monthly users. It provides statistics showing that spending time on social media can increase exposure and lead to new business. Examples are given of large companies like Ford and Kraft that have successfully used social media marketing. The document concludes by outlining three social media marketing plans for businesses that include setting up and maintaining presences on Facebook, Twitter, blogs, YouTube, Pinterest, Instagram and Vine.
With over 2 billion active social media users, maintaining an active presence on these networks is crucial to getting in front of your ideal audience. You see, more consumers want to engage and connect with their favorite brands on social. One-third of millenials state they actually prefer to communicate with brands on social media (Source: Business2Community).
Developing a strong social media marketing strategy will help boost brand awareness, increase followership, drive traffic to your website and generate leads for your sales funnel. In 2017, no brand should be without a plan that actively places their business on social media.
Here are five simple yet profound steps to creating your social strategy to build a stronger presence today.
The Complete Guide to Facebook AnalyticsMohamed Mahdy
This document provides an overview of key Facebook analytics metrics for measuring the performance of Facebook pages and content. It defines common metrics like page likes, engagement, reach and impressions, and engagement rate. It also provides guidance on how to understand audience data from likes, determine which posts to promote with ads, and measure the impact of visual content. Advanced analyses covered include identifying growth opportunities, competitive industry analysis, and building video content using insights data.
This document provides an in-depth guide to understanding and utilizing key Facebook analytics metrics. It defines common metrics like Page Likes, Engagement, Reach, Impressions, and Engagement Rate. It also provides strategies for basic analyses like understanding your Facebook audience beyond likes, determining which posts to promote with ads, measuring visual content impact, and dealing with negative feedback. More advanced analyses around growth opportunities, competitive analysis, and using insights to build video content are also covered.
Facebook has over 1.19 billion active users globally, making it an important platform for marketers. This guide provides tips for using Facebook effectively, including building a branded Facebook presence through pages, growing subscriber lists by promoting lead forms, and engaging loyal customers by pinning and starring compelling content on timelines. It also offers advice on using Facebook insights to monitor page activity and understanding the news feed algorithm to increase content visibility.
Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.
Social Vantage - Social Media Marketing StrategySocial Vantage
This document provides an overview of an effective social media marketing strategy for businesses. It recommends using a combination of educational, promotional, and engaging content along with paid social media advertising like Facebook like campaigns and web click campaigns. It stresses the importance of analyzing social media metrics and analytics to optimize the strategy and understand its impact. The strategy aims to help businesses leverage social media to boost their brand awareness, generate new sales, and attract more customers in a cost-effective manner.
This document provides best practices for marketing on Facebook. It outlines five guiding principles for an effective Facebook strategy, including building a strategy that is social by design, creating an authentic brand voice, making content interactive, nurturing relationships, and keeping learning. It also details how to use Facebook to achieve different business objectives like product development, awareness, preference, traffic, loyalty, recommendations, and insights. Specific tactics are provided for campaigns and tools to utilize for each objective.
This document provides best practices for marketing on Facebook. It outlines five guiding principles for an effective Facebook strategy, including building a social strategy, creating an authentic brand voice, making content interactive, nurturing relationships, and continuously learning. It then discusses how to use Facebook to achieve different business objectives like product development, awareness, preference, traffic, loyalty, recommendations, and insights. Specific tactics are provided for each objective.
Introduction to Social Media Marketing training & campaign execution on Facebook & Tiktok etc platform
1.Detailed understanding of Social Media Marketing.
2.How to execute each paid channel
and Analyse that by sharing the understanding.
3. What is the use of each channel, what are the analytics generated from each channel?
I hope it would be helpful.
P.S Do share your thoughts by commenting.
I want to elaborate on the importance of social media from my end. Why Social Media is so important in our current scenario. Actually, it allows you to reach people locally, regionally, nationally and even internationally. If you understand the characteristics of your target audience, you will be able to personalize your messages to resonate with that audience more appropriately.
The document discusses strategies for using social media, particularly Facebook, to promote a business called VHB. It provides tips on engaging audiences through posts, questions, comments, links, photos and videos. It also addresses determining goals, voice, content quality and regular posting times. Competitor analysis and establishing a clear purpose for the Facebook page are emphasized.
This document provides guidance on using Facebook effectively to increase retail sales. It discusses planning a Facebook strategy, getting Facebook fans to visit a retail website, gathering customer data from Facebook, nurturing fans into loyal customers, and closing the marketing loop on Facebook. The key recommendations are to quantify goals, understand the target audience, create a seamless online and in-store branding experience, and use compelling calls to action to move Facebook fans to a retail website and towards making purchases.
This document discusses changes to Facebook's News Feed algorithm in 2015 and provides tips for businesses to adjust their Facebook marketing strategies accordingly. It notes that Facebook will reduce overly promotional page posts to improve the user experience. It then answers common questions about the changes, such as how businesses can expand their organic reach without advertising budgets by focusing on high-value, non-promotional content and engaging their audiences.
The complete guide to analytics on Facebookcentral.zone
This document provides a comprehensive guide to analyzing metrics on Facebook. It defines key metrics like page likes, engagement, engaged users, reach and impressions, and engagement rate. It explains how to understand these metrics and use them to measure the success of Facebook strategies. Advanced techniques covered include identifying growth opportunities, performing competitive analyses, and using insights data to build effective video content. The document aims to help marketers leverage Facebook analytics to interact with audiences and answer important questions about campaign performance.
The complete guide to analytics on facebookcentral.zone
This document provides a guide to analyzing metrics on Facebook for content marketers and social media managers. It defines key metrics for understanding audience engagement, including page likes, engagement (likes, comments, shares), engaged users, reach and impressions, and engagement rate. It discusses how to understand these metrics and use them to formulate effective Facebook strategies through setting goals, testing new content, and measuring results. Both basic and advanced analytic techniques are covered to help optimize content and measure performance.
The document provides a 7 step guide to using social media for fundraising. It discusses developing a social media strategy, creating engaging content, choosing social channels, posting and engaging, Facebook advertising, campaign activities, and tracking success. The steps include developing content pillars, tone of voice, leveraging different social networks, scheduling posts, engaging with audiences, creating Facebook ads and campaigns, and analyzing metrics. The goal is to drive awareness, interest, donations, and develop long-term donors through an integrated social media approach.
Facebook is very largest marketing sector at this era. You have to know perfect technique for facebook marketing. Follow this slide to achieve a good result for your brand.
Learn Facebook Marketing Strategy in a Effective way With Sandip Trivedi. Here we Describe simply 7 Steps of Facebook Marketing Strategy. Learn and Apply those 7 Steps. All the Best.
Social media marketing services are becoming increasingly important for businesses. The document discusses how social networks have massive user bases, with Facebook having 665 million daily users and Twitter having 288 million monthly users. It provides statistics showing that spending time on social media can increase exposure and lead to new business. Examples are given of large companies like Ford and Kraft that have successfully used social media marketing. The document concludes by outlining three social media marketing plans for businesses that include setting up and maintaining presences on Facebook, Twitter, blogs, YouTube, Pinterest, Instagram and Vine.
With over 2 billion active social media users, maintaining an active presence on these networks is crucial to getting in front of your ideal audience. You see, more consumers want to engage and connect with their favorite brands on social. One-third of millenials state they actually prefer to communicate with brands on social media (Source: Business2Community).
Developing a strong social media marketing strategy will help boost brand awareness, increase followership, drive traffic to your website and generate leads for your sales funnel. In 2017, no brand should be without a plan that actively places their business on social media.
Here are five simple yet profound steps to creating your social strategy to build a stronger presence today.
The Complete Guide to Facebook AnalyticsMohamed Mahdy
This document provides an overview of key Facebook analytics metrics for measuring the performance of Facebook pages and content. It defines common metrics like page likes, engagement, reach and impressions, and engagement rate. It also provides guidance on how to understand audience data from likes, determine which posts to promote with ads, and measure the impact of visual content. Advanced analyses covered include identifying growth opportunities, competitive industry analysis, and building video content using insights data.
This document provides an in-depth guide to understanding and utilizing key Facebook analytics metrics. It defines common metrics like Page Likes, Engagement, Reach, Impressions, and Engagement Rate. It also provides strategies for basic analyses like understanding your Facebook audience beyond likes, determining which posts to promote with ads, measuring visual content impact, and dealing with negative feedback. More advanced analyses around growth opportunities, competitive analysis, and using insights to build video content are also covered.
The document provides tips for building a brand without spending a lot of money as a startup. It discusses focusing on internal branding by getting employees invested in the brand. It also offers no-money marketing techniques like blogging, social media posting, and video creation. Branding is differentiated from general marketing in that branding focuses on how the brand competes and is valued by customers, while marketing is about business goals like sales. Results can be measured through online tools tracking brand mentions.
Brand building is the very core of any brand. Build your brand by right targeting & segmentation. We also share some essential tips to keep in mind for great branding.
Snapchat is a video messaging application created by three Stanford University students that allows users to take photos, videos, add text and drawings and send them to contacts. Photos and videos disappear after being viewed, making Snapchat ephemeral. Brands can use Snapchat to preview products, engage customers through contests, share behind-the-scenes content to build connections, and advertise on Snapchat Discover, which features content from media partners. Marketing on Snapchat can help reach the app's typical user base of 18-34 year olds, especially females.
Explore the key differences between silicone sponge rubber and foam rubber in this comprehensive presentation. Learn about their unique properties, manufacturing processes, and applications across various industries. Discover how each material performs in terms of temperature resistance, chemical resistance, and cost-effectiveness. Gain insights from real-world case studies and make informed decisions for your projects.
2. Copyright @. Unspun Consulting Group
FIELD GUIDE TO FACEBOOK MARKETING
At the end of 2013, there were 1.19 Billion active Facebook users. To put that figure into perspective,
consider that approximately one in every eight people globally are Facebook users, and about half of them
are logged in on any given day. With staggering figures like these, marketers cannot afford to ignore
Facebook. Regardless of size or marketing budget, brands can benefit from an effective Facebook strategy.
WHY YOU NEED THIS GUIDE
Are you currently searching for ways to:
• Accelerate the effectiveness of your marketing campaigns through Facebook and social media?
• Integrate social and CRM data to grow subscriber lists and update or strengthen subscriber information?
• Implement paid, owned, and earned content into your social strategy?
• Understand how Facebook Timeline and other recent interface changes can be used to promote
consumer engagement?
Consumers are more active on social media than ever before, and not surprisingly, many marketers are
struggling to keep up. It seems that, with an ever-evolving sea of data and technology, marketers don’t know
where to start. Marketers are told what they need to do, but no one’s telling them WHY these tactics are
important or HOW to execute a campaign around them—until now.
In this Field Guide to Facebook Marketing, you’ll get the tips and detailed instructions you need to
confidently build a branded presence on Facebook and beyond. Each page of this guide is filled with
commentary on recognizing, implementing, and nurturing your social communications for cross-channel
success.
As you continue on your social marketing journey, take this guide with you to make social success a reality in
your organization. Happy hunting!
3. Copyright @. Unspun Consulting Group
OPTIMIZE CAMPAIGN PERFORMANCE!
OVERVIEW
Most successful marketing campaigns running today have one thing in common: they include
consumer touch-points that cross multiple channels. And in today’s consumer landscape, the
one channel you cannot afford to ignore is social media.
Want to increase conversion and consumer engagement across ALL of your marketing
campaigns? Integrate Facebook, Twitter, and other social channels consistently by offering
engaging content that gives your consumers a reason to come back.
HOW TO PUT IT INTO ACTION
• Build a social brand presence on Facebook by publishing Pages that facilitate consumer
interaction.
• Then maintain consumer engagement by posting frequently and being an active part of your
brand’s social conversation.
• Offer Facebook fans and Twitter followers a reason to engage via social channels and drive
conversions with fan-gated promotions and coupons.
• Engage loyal users through contests, polls, videos, and consumer-driven content.
• Keep your content consistent—people like to know what they’re signing up for and are quick
to disengage if content is too frequent or uninteresting.
Once you’ve established
your Facebook presence,
expand into other social
networks including Twitter.
4. Copyright @. Unspun Consulting Group
GROW YOUR SUBSCRIBER LIST WITH FACEBOOK!
OVERVIEW
Data collected via social media, combined with CRM and behavioral marketing data, has
proven to increase overall campaign effectiveness. After all, the more you know about your
consumers, the better you can deliver relevant, timely messages. Where marketers have
previously gone astray is failing to tap into the rich resources they have at their disposal—most
notably, the social web. Facebook contains a wealth of consumer intelligence and social data
that marketers are anxious to get their hands on. And through the use of Facebook’s Open
Graph technology, finding ways to collect social data from customers and prospects is easier
than ever.
FIELD FACT: Open Graph
is an extension of
Facebook’s core
technology. It allows
Facebook actions to be
replicated across the web,
which provides marketers
with valuable opportunities
to leverage Facebook data
and connections
HOW TO PUT IT INTO ACTION
If you want consumer data, you’ve got to ask for it. So
start by promoting a branded lead form on Facebook that
requests email addresses along with basic demographic
information.
Social Pages: Simply drag and drop Gears onto
the editor to design your Fan Pages.
5. Copyright @. Unspun Consulting Group
ENGAGE LOYAL CUSTOMERS BY “STARRING” & “PINNING”
STORIES ON THE TIMELINE!
OVERVIEW
The way consumers interact with brands on Facebook has recently changed
with the introduction of Facebook’s new Timeline feature. The basic profile or
Fan Page that was previously a vessel for promotion now requires much
more thought and creativity to be successful. In order for a brand to be
successful on Facebook today, they must see engagement from their fans.
While it does require more strategy and higher-quality content, it also
provides a greater opportunity to engage with previously idle fans, turning
them into customers and eventual brand advocates.
FIELD FACT: A “pinned”
post always appears in the
top left corner of a Fan
Page Timeline and is
identified with a flag. It
stays at the top of a Page
for seven days. After that,
it’ll return to the date it was
posted on the Page’s
Timeline.
HOW TO PUT IT INTO ACTION
Gather your most engaging content and draw attention to it
by “starring” and “pinning” it to your Timeline.
For your brand, this may include:
• Video footage
• Commercials
• Event promotions
• Special announcements
Whatever content you decide to “pin” or “star,” make sure it’s
capable of enhancing your Facebook presence. Your
network of Facebook fans should find it interesting, relevant,
and be eager to engage with you because of it.
Example of a “pinned” post.
Don’t overthink
it: email best
practices for
engaging
content apply to
Facebook too.
Engaging
content
produces
results-
clicks, “likes,”
comments, etc...
6. Copyright @. Unspun Consulting Group
USE FACEBOOK INSIGHTS TO MONITOR PAGE AND APPLICATION
ACTIVITY!
OVERVIEW
Facebook Insights allows users to easily monitor their Facebook Page or app
activity. By better understanding consumption of content, user growth, and
fan demographics, marketers can make better decisions regarding their
Facebook brand presence.
HOW TO PUT IT INTO ACTION
Facebook Insights is free—but available only to Page administrators and
developers on Pages that have been “liked” by at least 30 users. If you
have technical resources at your disposal, you may also consider
utilizing Insights API, which helps you access metrics beyond what’s
available through the standard Insights dashboard.
Overview screen of
Facebook Insights.
7. Copyright @. Unspun Consulting Group
UNDERSTAND YOUR NEWS FEED!
OVERVIEW
Facebook uses an algorithm to determine which connections are most
important to a user, what content should appear most frequently in their
News Feed, and what socially-enabled ads they see. It carries a lot of
weight, so it’s in your best interest to get familiar with this algorithm, and
adjust your social strategy accordingly. The way to succeed and have your
content appear in fan News Feeds is to consistently show high activity and
engagement. For an individual consumer, this might include making frequent
status updates, uploading images, or changing relationship status. For a
brand, this is driven by fan base engagement. This means your fans might
not even see your content unless you receive consistent engagement!
FIELD FACT:
Consider these three factors
when evaluating
content relevance:
• affinity refers to the
relationship between two
Facebook users. Each time
a user engages with you on
Facebook, your affinity with
that user goes up. Note that
your engagement with a
user doesn’t influence this
—only their engagement.
• Interaction considers what
actions users have taken
with your content. Each
action is recorded and
given more precedence
based on the amount of
energy required to engage
(i.e. a comment shows
more engagement than a
click).
• timeliness takes into
account the age of the
content. Recent content is
most likely to show up in a
News Feed.
HOW TO PUT IT INTO ACTION
Produce content that encourages your fans to engage and interact with your brand through
Facebook. This might include:
• Polls
• Surveys
• Video downloads
• Status updates
Remember, the more engaged your fans are, the more likely your brand is to show up in
consumers’ News Feeds, making your socially-enabled ads more frequent and effective.
Heard of
EdgeRank?
It’s the same
concept.
8. Copyright @. Unspun Consulting Group
BUILD YOUR FANBASE!
OVERVIEW
There’s no question that a robust and healthy fanbase provides numerous
opportunities for brand engagement, promotion, and loyalty. But, while
building a substantial Facebook fanbase won’t happen overnight, it’s
important to lay a sturdy foundation by establishing both a plan for
acquisition and maintenance. Remember that getting a “like”
isn’t enough—you need consistent engagement to turn a Facebook fan into
a customer.
FIELD FACT:
Research reveals that 40% of
Facebook users are motivated
to “like” a company, brand, or
association to receive
discounts and promotions.
And, 51% of fans say they
rarely or never visit a
company’s page after “liking”
them.
HOW TO PUT IT INTO ACTION
• Remember that regardless of the channel, a feeling of exclusivity goes a long way for most
consumers.
• Pair that with a promotion, and you’re sure to see engagement from new audiences.
• Take that strategy one step further and geo-target by utilizing data provided by Facebook
Insights.
• Consider where you’re delivering this content—Timelines, News Feeds, or Facebook Tabs.
Identical content is rarely appropriate for all locations, so be selective and strategic.
Sound familiar?
You might be
using these
same tactics to
manage your
email program!
9. Copyright @. Unspun Consulting Group
EXTEND REACH AND DISTRIBUTION OF YOUR MOST COMPELLING
CONTENT!
OVERVIEW
Facebook’s Reach Generator is an “always on” premium package that recently became
available to advertisers. Facebook guarantees that with this product, content will reach a higher
percentage of fans more frequently than it would organically. By increasing overall content
distribution, brands can ensure that their most compelling content receives visibility, traffic, and
page engagement.
FIELD FACT:
Facebook estimates that a
company’s branded Page
reaches just 16% of their
fans per week on average.
Remedy this by ensuring your
most valuable content is
prioritized through Reach
Generator or Premium on
Facebook
HOW TO PUT IT INTO ACTION
Focus on creating compelling messages on your Facebook page—and don’t forget
that you can borrow content that has proven successful in email, and use it here.
Reach Generator does the rest!
Facebook’s Reach
Generator.
WHAT TO EXPECT
• Reach 75% of your fans on a regular basis.
• Double brand engagement through “likes,” comments, and shares.
• Receive monthly reports that review reach, engagement, and brand tracking.
10. Copyright @. Unspun Consulting Group
INVEST IN PREMIUM ON FACEBOOK
OVERVIEW
In the past, Facebook advertising has been posted on the side of the screen, away from the News Feed or
profile Pages. With the introduction of Premium on Facebook in early 2012, advertisers now have the
opportunity for their content to appear in more prominent, eye-catching locations including:
• The far right side of the homepage
• On a mobile News Feed
• On a homepage News Feed
• On a user logout screen
HOW TO PUT IT INTO ACTION
Customize URLs with important keywords or phrases that are relevant to your campaigns. You can even
include subscriber information like name or email address as part of the link, providing the ultimate
personalized touch that your site visitors will love.
WHAT TO EXPECT
5-10x more engagement is seen with ads that appear within the News Feed or right side of a user’s
homepage in comparison to any other site location.
Location is Key
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MASTER FACEBOOK TIMELINE WITH ENGAGING CONTENT!
OVERVIEW
Facebook Timeline offers brands a great outlet for promotion, but places an
emphasis on images and engagement. It offers brands the opportunity to provide
personalized experiences and a forum to promote interaction across other channels
including email, Twitter, or your website.
HOW TO PUT IT INTO ACTION
Deliver a personalized experience by using metrics collected from Facebook Insights
to determine your brand’s most popular content and the demographics of your most
engaged users. Then distribute targeted messages that drive social conversation.
And don’t stop there—turn highly-engaging posts into new content and add
important milestones to keep content relevant and fresh. Use Timeline’s image-
heavy layout to humanize your brand, highlight popular products, or facilitate across-
channel experience by repurposing creative from TV, print, email, or other non-social
campaigns.
Example of a Facebook Timeline.
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ASK CUSTOMERS TO DRIVE YOUR BRAND’S CREATIVE!
OVERVIEW
Making sure that consumers are receiving the type of content they want is critical to staying fresh
and relevant, especially in the ever-evolving social landscape. Testing content on Facebook is one
way to stay on the pulse of what consumers want. This also allows marketers to gather customer
insight and actionable performance metrics that can provide valuable campaign lift.
HOW TO PUT IT INTO ACTION
One way marketers can get the data they need is to ask customers to provide feedback on your
marketing content.
Launch Facebook polls and surveys:
• On a homepage News Feed
• On a user logout screen
• Offer incentives for submitting feedback
• Add a level of excitement by publishing the results daily or weekly
Or, a more traditional way is to perform A/B tests to gather:
• “Like” counts or user growth
• Page views
• Demographic information
Then, adjust your creative strategy accordingly, making sure the insights you’ve gained translate to
the creative you produce for other channels.
FIELD FACT:
Facebook reports that “well-
run campaigns that leverage
social media drive ROIs of 3x
or greater.”
Facebook
Insights is
perfect for
gathering these
metrics.
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GLOSSARY OF FACEBOOK MARKETING TERMS
ACTION RESPONSE OR “AR”
The percentage of users who complete an action (such as a “like” or “RSVP”) or are exposed to a Facebook ad.
ACTIVITY LOG
A new administrator control on Facebook Pages found under the “Manage” button at the top of the admin panel. Users can view Page
posts and “star,” hide, or delete stories, or change the date of a post.
ADS AND STORIES
Facebook Advertisements or featured News Feed stories that consist of an image, ad copy, and title. Sponsored Stories are considered
the evolution of Ads and provide additional exposure in the News Feed, which is where the majority of Facebook fans spend their time.
APPLICATIONS OR “APPS”
Brand and consumer-made interactive outlets for sharing and engaging in games, news, activities, events, and more.
CPC OR “COST PER CLICK”
Allows marketers to specify how much advertising spend they are willing to pay each time a user clicks on their ad.
CPM OR “COST PER THOUSAND IMPRESSIONS”
Allows marketers to specify how much advertising spend they are willing to pay for 1,000 impressions (or views)
of their ad.
FAN PAGE
A business profile used to help brands market themselves on Facebook. Often referred to simply as “Pages,”
they have many similarities with personal Facebook Profile Pages, but present additional administrative
and marketing capabilities.
FANS
Fans are Facebook users that “like” a Fan Page.
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GLOSSARY OF FACEBOOK MARKETING TERMS
GESTURES
Actions that mirror real-life activities like “read,” “watch,” or “eat,” instead of just “like.”
INSIGHTS
A dashboard which tracks and displays user activity within Pages and Applications, providing baseline analytics capabilities.
MILESTONES
Story types that mark important events, such as store openings or product launches.
NEWS FEED
The homepage of every Facebook user where Stories from friends, brands, and applications are aggregated and updated in real-time.
This is where most Facebook users spend their time and is the center of activity on Facebook. Algorithms based on engagement and
recentness determine when and where a Story shows up in a user’s News Feed.
OFFERS
A promotion delivered as a Story on a brand’s Facebook Page, allowing fans to claim it easily and share with friends.
OPEN GRAPH
As an extension of Facebook’s core technology, Open Graph allows Facebook actions to be replicated across the web,
which provides marketers with valuable opportunities to leverage Facebook data and connections.
PEOPLE TALKING ABOUT THIS
A Facebook Insights metric that calculates the total number of people sharing and commenting about your
page over a seven-day rolling period.
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GLOSSARY OF FACEBOOK MARKETING TERMS
PINNING
A way for brands to highlight their most important or relevant content on their Facebook Page. Marketers can anchor their most
important stories to the top of their Page for up to seven days.
PREMIUM ON FACEBOOK
Allows marketers to create content or Stories that appear in premium user locations including News Feeds and logout screens.
REACH GENERATOR
Takes Facebook posts and moves them to the top of a user homepage to for additional distribution and exposure.
SOCIAL CONTEXT
A metric that determines the percentage of an organization’s ad impressions that were “liked” by at least one friend.
SOCIAL GRAPH
Describes the public web and the interconnectedness of people. Various APIs are available to access and leverage this information.
SOCIAL PLUGINS
Extensions of the Facebook platform that enable marketers to see what their fan base is doing across the broader web.
STARRING
Enables marketers to enlarge a Story so it receives more attention, and is managed in Activity Log.
STORIES
Any content, whether created by a user or re-purposed from an external website.
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GLOSSARY OF FACEBOOK MARKETING TERMS
TABS
Also known as Views, Tabs are a way of navigating to different locations within a Facebook Page. With the latest design, fans see four
Tabs at once.
TIMELINE
Facebook’s latest personal page layout design, which includes a chronological history of user actions taken.
TREND
A record of what topics and Stories are trending, gauged when multiple users share the same link or discuss the same topic.
VIEWS
Also known as Tabs, Views are a way of navigating to different locations within a Facebook Page. With the latest design, fans see four
Views at once.