Facebook Best Practices

Facebook is the“Rolodex of the Internet”

6 Things We’ll Cover

1) The 3 faces of facebook2) Preparing your Page3) Content to Post4) Monitoring/engagement5) Ads: pay-to-play time6) Tips and new stuff

The 3 Faces of Facebook

Personal Profile Facebook Page Facebook Group

Today’s focus:Your hospital/clinic Facebook page

Personal Page Group

First stop…Privacy Checkup!

Groups vs. Pages? Which to use?

Groups vs. Pages? Which to use?

Groups vs. Pages? Which to use?

Groups vs. Pages? Which to use?

Groups vs. Pages? Which to use?

Facebook Group (closed)

Facebook Group (there’s an App for that!)

Preparing Your Page

Align goals with marketing objectives Your audience?

Current patients? Potential patients? Both? Decide: hospital page vs. service line page Commit resources Identify natural communities Use high resolution logo and header photo Get yours! Facebook.com/YourNameHere

Preparing Your Page

Great Profile and Cover Photos

Claim your nameat Facebook.com/Username

Who are you?

Content to PostDevelop a strategy for posting. Create categories of what to post Have a content calendar Use page insights for timing

Remember, your time zone is not the only time zone.

Best Practices

Create categories to organize content. Health and wellness tips Treatment options (video, blog, website) Research updates (clinical studies, published

studies) News (within your organization) Patient Stories Health events in the community

Content: Think about now…

Content: Go Big or…

Content: …go home.

Content: Think Mobile

PeopleAreMobile ….and in a hurry!

Content: Get Graphic

Best Practices

Pay attention to sizing specs:

Facebook.com/PagesSizesDimensions

Best PracticesMaximize engagement by:

Pinning posts to top of timeline Using Facebook as your page* Liking and commenting on other pages’ posts Regularly updating cover photo (Billboard!!)

THINGS YOU DON’T WANT TO DO. LIKE IF YOU AGREE. ALL CAPITALS in your posts Overuse “like and share” Like your own posts

*New feature, stand by for more!

Monitoring / Engagement

We post this:

Monitoring/Engagement

And thishappens:

Monitoring/Engagement

So we do this:

Understand Page Roles for Managers

Monitoring/Engagement

Quick reference sheet: At least 3 admins (don’t get locked out) Someone in charge of monitoring Reply in timely manner (within 24 hours) Like comments, say “thank you”

Ads: Pay-to-PlayIf you have 5,000 “Likes” on your page, only a small percentage see your post.Regarding Organic reach:

April 2012 – 16% February 2014 – 6% Future – 1-2%

“On a given day, when someone visits their news feed, there are an average of 1,500 possible stories we could show.”

– Facebook

Facebook Reach

Organic: your fans who actually see your post Viral: fans share your post – and it

takes off! Paid $$$

Organic reach plummeting

Facebook Ads Manager App on iOS

3 Ways You Can Pay-to-Play

1) Boost Post2) Promote Page3) Send to website

Set a budget Cancel at any time

Pay-to-Play…it’s easy!

Boost Post

Boosted Post: Desktop Preview

Boosted Post: Mobile Preview

Promote Page or Website

Check Yo’Self…

Tips and New Stuff

There’s a mobile app dedicated to interacting with Facebook Pages and also Groups! Great image editor/filters built-in

You can embed Facebook Posts (blogs, your website!)

There’s a mobile app dedicated to managing Facebook Ads.

#BiggestProblem being a FB Page Manager?

Facebook wants to be the Internet

#BiggestProblem

#BiggestProblem…resolved

And #OneMoreThing:Essential for any and all

healthcare communication:Patient privacy!

Questions?