facebook frenzy workbook

What’s on Tap

Overview Meet Facebook Timeline Terminology Define Your Social Media

Goals

Bricks & Mortar The Anatomy of a Page Changing Your Cover Photo Changing Your Profile Picture Adding an Administrator Setting up a Unique URL Posting Info and Media Formatting Posts and

Comments Posting an Event

Rainbows & Butterflies Measuring the Success of Your

Campaign Using the Activity Log Monitoring Facebook Insights Post Frequency Time of Day for Posting Posting Ideas Generating Fans Other Social Media

Demographics Choosing Additional Platforms Tying it All Together Outsourcing Social Media

Responsibilities Running a Contest

Meet Facebook TimelineFacebook made the change to Timeline for people to better tell their ‘story.’ The Timeline feature allows a user to look at a person’s or business’s profile through the years.

FACEBOOK FRENZY - QUICK REFERENCE GUIDE

Terminology Match Up— A page meant to represent a single individual, has the ability to invite "friends," 5,000

friend maximum. Public access is limited.— A public profile specifically created for businesses, brands, celebrities, causes, and other

organizations. The page reaches out to a community of "fans" - which are people who choose to "like" a page. Pages can gain an unlimited number of fans.

— A page created for an organization or business to promote activities. Users can join the group and post their thoughts on a wall and interact through discussion threads. While Facebook groups were the main way for businesses to bring users together and have discussions for many years, the introduction of fan pages (which later became "like" pages) in 2007 changed this.

— The area on a profile or page where friends and “fans” can post their thoughts, views, or criticisms for everyone to see. Walls also incorporate the news feed, displaying updates made by the user such as statuses, links, pictures, and other recent activity.

— The comments or photos posted to your Facebook wall.— A constantly updated list of friends’ Facebook activity now integrated with walls. News

feeds highlight information that includes profile changes, upcoming events, and birthdays, among other updates.

— Followers of a personal profile, "Friending" someone is the act of sending another user a friend request on Facebook.

— To remove a user from one's friends is referred to as "unfriending" by Facebook, this does not notify the user but disables their status updates from displaying on your wall.

— A way to "give positive feedback and connect with things you care about", users can "like" status updates, comments, photos, and links posted by their friends, as well as adverts, by clicking the "Like" button at the bottom of the content. This makes the content appear in their friends' News feeds.

— A group of users who have “liked” a particular page, affirmatively stating their affinity for the page.

— This user segment (aka “Friends”) is defined as those who are not explicitly brand Fans but who are exposed to brand impressions through a Friend who is a Fan of a particular brand.

— Photos will always be the first app, but you are able to choose three additional apps to highlight on your page. You can have up to 12 apps total including: Questions, Videos, Platform (allows access to a set of API’s and tools developed by 3rd party developers), Places, Notes, Marketplace and Events.

— Important dates in company history. I.e. when the company was founded, launch of new products, etc.

— Statistics that are tracked for you by Facebook. These stats vary from the number of people talking about your Page to the number of people your stories reached.

— A status is usually short and generally gives information without going into too much detail. When a status is updated, it posts on the user's personal wall, as well as in the news feeds of their friends.

— A response to a status.— A new feature as of March 2013 designed to improve conversations. Offers the ability to

reply directly to comments left on Page content and start conversation threads, making it easier to interact directly with individual readers and keep relevant conversations connected.

— A paid advertising tool allowing you to bumps it higher than it would otherwise appear in

a) Promoting a Postb) Storyc) Personal Profiled) Walle) News Feedf) Friendsg) Likingh) Groupi) Fansj) Appsk) Unfriendingl) Milestonem) Statusn) Pageo) Friends of Fansp) Commentq) Replyr) Insights

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your audience's news feeds.

Terminology Personal Profile – A page meant to represent a single individual, has the ability to invite "friends," 5,000 friend

maximum. Public access is limited. Page – A public profile specifically created for businesses, brands, celebrities, causes, and other organizations.

The page reaches out to a community of "fans" - which are people who choose to "like" a page. Pages can gain an unlimited number of fans.

Group– A page created for an organization or business to promote activities. Users can join the group and post their thoughts on a wall and interact through discussion threads. While Facebook groups were the main way for businesses to bring users together and have discussions for many years, the introduction of fan pages (which later became "like" pages) in 2007 changed this.

Wall– The area on a profile or page where friends and “fans” can post their thoughts, views, or criticisms for everyone to see. Walls also incorporate the news feed, displaying updates made by the user such as statuses, links, pictures, and other recent activity.

Story – The comments or photos posted to your Facebook wall. News feed– A constantly updated list of friends’ Facebook activity now integrated with walls. News feeds

highlight information that includes profile changes, upcoming events, and birthdays, among other updates. Friends – Followers of a personal profile, "Friending" someone is the act of sending another user a friend

request on Facebook. Unfriending – To remove a user from one's friends is referred to as "unfriending" by Facebook, this does not

notify the user but disables their status updates from displaying on your wall. Liking– A way to "give positive feedback and connect with things you care about", users can "like" status

updates, comments, photos, and links posted by their friends, as well as adverts, by clicking the "Like" button at the bottom of the content. This makes the content appear in their friends' News feeds.

Fans – A group of users who have “liked” a particular page, affirmatively stating their affinity for the page. Friends of Fans – This user segment (aka “Friends”) is defined as those who are not explicitly brand Fans but

who are exposed to brand impressions through a Friend who is a Fan of a particular brand. Apps – Photos will always be the first app, but you are able to choose three additional apps to highlight on your

page. You can have up to 12 apps total including: Questions, Videos, Platform (allows access to a set of API’s and tools developed by 3rd party developers), Places, Notes, Marketplace and Events.

Milestone – Important dates in company history. I.e. when the company was founded, launch of new products, etc.

Insights – Statistics that are tracked for you by Facebook. These stats vary from the number of people talking about your Page to the number of people your stories reached.

Status– A status is usually short and generally gives information without going into too much detail. When a status is updated, it posts on the user's personal wall, as well as in the news feeds of their friends.

Comment– A response to a status. Reply – A new feature as of March 2013 designed to improve conversations. Offers the ability to reply directly

to comments left on Page content and start conversation threads, making it easier to interact directly with individual readers and keep relevant conversations connected.

Promoting a Post – A paid advertising tool allowing you to bumps it higher than it would otherwise appear in your audience's news feeds.

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The Anatomy of a Page

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Recommendations – When others visit your page, they are able to leave comments so others know who recommends your business.

Likes - If your business ‘likes’ other pages, they are displayed here.

Posts by Others - Recent posts (comments) collected into a single box

Apps - Photos will always be the first app, but you are able to show different companies your business likes, a map, how many people ‘like’ your page, etc. Only apps show, but you are able to have up to 12!

About This is a short write-up that catches people’s attentions and sums up what the business does. Adding a link to your website is a great idea to to maximize click-throughs to your site.

Cover Image This is the best opportunity to make a visual impact with your page. Select something that looks great and really shows off your brand, no bigger than 851px by 315px. (See changing cover image for restrictions.)

Profile Image Square image of your logo or photo, no bigger than 180px by 180px

Mini Timeline Simple way to jump back in your posted business history

Admin panel Only seen by the Admins, a quick overview of the page activity, messages, insights, etc

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Define Your Social Media GoalsWhy are you investing time in participating and building a social media campaign?

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Changing Your Cover Photo This is your first opportunity to make a visual impact with your page. Select something that looks great and really shows off your brand, no bigger than 851px by 315px.

Do NOT include (Per Facebook’s Request) Price or purchase information Contact information Any reference to Facebook features. I.e. share or like A call to action; such as “get it now” or “tell your friends”

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Step by Step1. Hover over the cover photo

and click the Change Cover button that will appear in the bottom right corner.

2. Choose from Photos that are

Increase Growth

Building Credibility

Building Relationships

Rise in SEO

Promotions

Lead Generation

Exposure & Branding


Changing Your Profile Picture1. Hover over the picture in the bottom left corner of the Cover

Photo and click Edit Profile Picture.2. Select if you would like to choose from your photos on

Facebook, Take a Photo with your webcam or Upload Photo.3. Edit Thumbnail gives you the ability to move the photo to make

it look correct for all to see.

Adding to your timeline in the pastWas there an important Milestone that happened in your business before you had Facebook that you want your fans to know about? The Timeline feature allows you to post in the past!

1. Select the Event, Milestone +2. Fill out the information, so your

fans know about the Milestone. Even add a photo to spruce it up!

Adding an AdministratorAdmin Panel -> Edit page tab -> Admin Roles -> Type in email address and select role of new admin -> Save

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Step by Step1. Hover over the cover photo

and click the Change Cover button that will appear in the bottom right corner.

2. Choose from Photos that are


Types of Admins: Manager: Can manage admin roles, send messages and

create posts as the Page, create ads and view insights Content Creator: Can edit the Page, send messages and

create posts as the Page, create ads, and view insights Moderator: Can respond to and delete comments on

the Page, send messages as the Page, create ads, and view insights

Advertiser: Can create ads and view insights Insights Analyst: Can view insights

Setting Up a Unique URL for Your Facebook PageFacebook’s unique URL’s are given out on a first-come, first-served basis. Once you pick a name, it’s yours for life, you can’t reset it.

1. Go to www.facebook.com/username . 2. Select which page you would like to have a unique URL and Check Availability.

You’ll have to use at least five characters.

3. If the username is available, click Confirm to confirm your choice.

Posting Information, Photos or VideosPhoto/Video

1. Click the Photo/Video button2. Select the Photo/Video tab and

where you will upload the photo/video from

3. Click Browse to upload your file if uploading

4. Enter your description5. Click the Post button

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http://www.facebook.com/username


Status 1. Click in the “What’s on your mind?” box and

begin typing. The information that can go here is the special for the month, any news from the business or anything that you feel the Fans of the business would like to know.

2. Be sure to Post when finished.

Formatting Posts & Comments

Formatting & Editing CommentsHover over the comment and a light blue X will appear in top right corner. Click to view the options.

Highlighted on Page: Highlight this content by displaying it across both columns in Timeline.Allowed on Page: The comment will be shown on page till removed or no action is selected.Hidden from Page: The comment will be hidden from the public view, but not deleted.Delete: The comment will be deleted from Facebook.Report/Mark as Spam: If a comment is offensive or spam, select this to report to Facebook.

Formatting, Editing & Organizing PostsHighlighting Posts: Highlight the posts for special offers, important announcements or stories by making them larger and more visible.

Hover over the post and select the star.

This is what it will look like before being highlighted:

After highlighted: The post will span across both columns instead of in one box.

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Edit a postClick the pencil next to the highligh star to see editing options

Pin to Top: The post will be at the top of the Timeline for seven days. This is good when you have a special, announcement or exciting news to tell your fans.Change Date: You have the ability to make the post show up in the past or future after posting it.Add Location: If your business is at a conference or somewhere really neat, this allows you to add the location so your fans know where you are. Hide from Page: The post will no longer be shown on the page but is not completely gone.Delete: The post will be completely removed from Facebook and not to be returned.

Organize your postsHelp people identify the most important content on your Page:

Pin: Make your most important post stay at the top of your Page for 7 daysStar: Highlight important stories by making them larger and more visibleHide: Hide posts that may no longer be relevant or just aren't as engaging

Schedule your postsManage your time by preparing posts in advance and scheduling when they'll show on your Page. From your Page's sharing tool:

1. Click the clock icon in the lower-left of the sharing tool.

2. Choose the future year, month, day, hour and minute when you'd want your post to appear.

3. Click Schedule.

Posting a status in the past1. Just like blogs, Facebook allows you to post information now that looks like it was posted, weeks, months or

years ago. 2. Type in your status and before adding the post. Select the small clock in the bottom corner.3. Add year will appear, and you select the year, month and day you would like it to show. Then post!

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Posting an EventIf your business is having an event that you want your fans to know about, Facebook allows you to make that event and invite your fans and friends to attend!

1. Select the Event, Milestone + tab and choose Event.

2. Fill out the desired fields.Show guest list: This will show all of the guests that have RSVP’d to your event.Only admins can post to the Event wall: Those who have RSVP’s cannot comment on the event’s wall.

3. Click Create.

Comments and RepliesA new feature designed to improve the quality of conversations on Pages. You can now reply directly to comments left on your Page and start conversation threads. The most active and engaging conversations will be shown at the top of your posts.

You can opt-in to Replies from the Page admin panel in the Manage Permission section. All Pages will have this feature enabled on July 10, 2013. Replies are available on desktop and we plan to make it available on mobile in the future.

Benefits for your Page

Easier for you to interact with individual people and keep relevant conversations connected.

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Ensures that people who visit your Page will see the best conversations.

Post Reach

Edge RankFacebook views all input as “objects”. Updates, pictures, videos, etc., are all objects for Facebook to consider. Edge Rank is the algorithm that Facebook uses to determine which of those objects are the most important for your sphere of influence to view. Edge rank determines which is most important by the following: Affinity, Weight and Time.

Affinity: The more you interact with a person or brand, viewing their page, liking their comments the more affinity you have with that particular page or profile.

Weight: This is how much Facebook perceives your object will be looked at: Photo/Video is highest, followed by Links then status updates. Comments on any particular object also add weight, the more comments the heavier the object.

Time: The older a post is the less likely it is to display in a news feed.

When you post a status update, photo or video it will be displayed on your fans pages sorted by Edge Rank. If other items are deemed to be more important than your object then it may be displayed below the other items. If a fan comments on your object it may be promoted to those who are also friends with that person and fans of your page and it may also be displayed on friends of your fans pages. Clear as mud? Let’s look at an example.

Example: Anna

Anna attended a wedding this week and all of her friends are posting about it. Because of this engagement from her friends, they will be shown in her news feed. As a result, your business Page post may not appear organically or will appear below all of these friend stories. But, you can promote your posts to appear higher in Anna’s news feed than they would have organically

Promoting a PostPromoting your post is an easy way to reach more of the people who like your Page and their friends in their news feed on desktop and mobile. Promoting a post simply bumps it higher than it would otherwise appear in your audience's news feeds. Promoting costs start at $5.00.

Increase the likelihood that people will: See your message in their news feed Become aware of your business Respond to your offer or sales promotion

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Measuring the Success of Your Campaign

How will you measure?o Number of hits to your websiteo Fan/Friend/Follower head counto Revenueo SEO rankings

Using the Activity LogThe Activity Log gives you a complete list of posts and activity from today back to when your business page started on Facebook. You are able to see the connections made (liked a page), adjust privacy and decide if the story/comment is on the timeline. The Activity Log helps you to keep track of everything done, so you can keep track of what information is posted to your Facebook Page.

In order to use the Activity Log, you must be logged in as yourself. Then, you can click through your business’s activity log.

1. Click ‘Edit Page’ and then ‘Use Activity Log’.2. You have the ability to filter the information by content type by

clicking the dropdown menu titled ‘All’.

Monitoring Facebook Insights Insights overview - those who have an active account, look at Insights and think of ways they can improve. With Page Insights, you can:

Assess your Page’s performance

Learn which content resonates with your audience

Optimize how you publish to your audience, so people will tell their friends about you

For example, you can look at each of your posts and see the ones that are getting the most virality, or how likely a person is to share something about your posts. This is a great sign for how people will react to what you post. Post more of this type of content if you want to increase the number of people talking about you.

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Post FrequencyHow frequently you should post is a metric between number of posts, impressions and comments. To gain the most exposure and not annoy your fans post each time your recent status update stops showing up on your fans’ News Feeds. Each page is different. To learn more about how often to post and how long your posts remain in a users Timeline, consider reading the following article: http://mashable.com/2011/10/26/time-facebook-posts/.

The graph to the left, from EdgeRankChecker.com, depicts the metrics from a Facebook page. This particular page experiences highest levels of engagement at two posts per day. This number of posts yields the best links and impressions. Note: at four posts per day, the average number of impressions and comments drop considerably.

This is different for each business. For example, MayeCreate only posts on average one time per week.

Time of Day for PostingA study performed by the social media management company Virtue in 2010 analyzed data from 2007 to 2010 and found the following:

The three biggest usage spikes tend to occur on weekdays at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET. The biggest spike occurs at 3:00 p.m. ET on weekdays. Weekday usage is pretty steady. However, Wednesday at 3:00 pm ET is consistently the busiest period. Fans are less active on Sunday compared to all other days of the week.

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http://mashable.com/2011/10/26/time-facebook-posts/


What to Post

You don’t just have to post about what you do.You do have to post about topics that interest your audience.

Post information that is highly engaging.One Facebook analysis suggests each incremental day of publishing branded content from the Facebook Page increases the reach among Fans by approximately 2.5 percent. Of course, brands must also take care to ensure that the content and frequency of publishing aligns with the expectations of their Fan base, and does not result in annoyed or disengaged Fans.

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Peak Activity

3PM

Wed Most CommentsMon Most Posts


Posting Quality Content Are you promoting or conversing?

o Social media is about building a relationship. Selling constantly and never bonding does not build relationships

Are you contributing too little or over contributing?o Everyone likes a chuckle or a helpful hit but steer

clear of continually talking about mundane tasks.o Posts between 100 and 250 characters get about

60% more likes, comments and shares Are you keeping true to company culture?

o If you’re formal everywhere else, keep your conversation formal yet inviting in social media. Don’t change your persona.

Stay positive. No one likes a whiner. Make it visually stimulating, Photo albums, pictures, and

videos get 180%, 120%, and 100% more engagement respectively

Posting Inspiration Ideaso Subscribe to RSS feed of other popular

blogs in your industry.o Keep a list of FAQ from clients/prospects.o Share photos, video, events and event

summaries.o Share testimonials.o Check out your competition and those you

admire.o Post summaries explaining current events

or technological advances in your industry.o Feature clients.o Post about industry specific controversy.

Additional Ideas:

Building Your Fan Base Use social media icons on your website linking to your

business Facebook page allow current customers with Facebook to become fans of your business at any point

Invite your current Facebook friends to fan your Page Give information only through your Facebook Page in an

effort to entice fans to sign up Offer a discount or coupon if clients or prospects fan

your Page Place Facebook ads Invite your email subscribers Add to your email signature block Display a sign at your store or business Write awesome content, so people will like and

comment and you’ll show up on their wall

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Other Social Media Outlet Demographics

Media by Gender

User Eduction Level by Media

Graduate Degree

Bachelors Degree

Some College

High School

Less than High School

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Selecting Additional Social Media Outlets

Why choose more than one? Able to attract different demographics Allows you to network in different settings Utilizing the different sites will help build your SEO due to information linking

back to your website

Which social media will you use?

Dayo Never Week

Month

Dayo Never Week

Month

Dayo Never Week

Month

Dayo Never Week

Month

Dayo Never Week

Month When will this fit into your schedule?o Morning o Evening o Lunch o Pre-Schedule

How much time will it take?Beginners usually spend between 1–5 hours per week.

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Example Routine Three minutes per day per item:

o Check for Twitter chatter about your company and its competitors.

o Log in to Facebook to scan your wall and comments.

o Scan Google News and Google Reader for important articles.

o Filter and flag relevant industry-related LinkedIn questions.

Schedule time to write a blog post one day a week.

o Maybe it is a reward to do something fun on Friday?

o Maybe it is a great way to start the week? Schedule time to post to each social media

platform.

Your Anticipated Routine:

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Tying it all together

Posting all at once Consider writing multiple posts at once, place them in your blog and set them to publish in the future Ping.fm: An update on Ping.fm pushes the update to different social websites at once. If you are using multiple

social media networks for your business, this allows you to update all of the statuses at one time. Nimble.com: Nimble allows you to unify all your contacts, calendars and conversations from Twitter, Facebook,

LinkedIn and Google into one place. It unifies your social streams and conversations from Facebook, LinkedIn and Twitter, allowing you to interact with multiple media platforms at once.

TweetDeck.com: With TweetDeck, you can organize your Twitter accounts and push tweets to other social media. It provides an easy way to update your Facebook and Twitter at the same time.

Plugins to push your blog to Twitter and Facebook WordPress to Twitter: This plugin will send a tweet to your account when you update your blog. WordPress to Facebook: We have used FT FacePress II in the past and also recommend Networkedblogs.com,

http://www.networkedblogs.com/. Be sure you are logged out of Facebook before setting up your website. (Saved in User Guides - Client)

Plugins that pull Facebook and Twitter info back into WordPress Official Facebook Plugin: http://wp.smashingmagazine.com/2012/01/19/facebook-twitter-google-wordpress/ Twitter: https://twitter.com/about/resources/widgets/widget_profile

Social media buttonsAllow others to friend you on Facebook, share each post, subscribe to your RSS feed and more.

When visitors click on this Facebook button, they’re not liking your business but the specific information you’ve posted. This is great for your SEO, because it shows Google you share quality content others like.

Installing the WordPress Plugin 1. Search for Twitter Facebook Social Share in Wordpress Dashboard > Plugins > Add New2. Install, activate and customize by going to Settings > TF Social Share3. So many settings! Pick the icons you’d like to allow visitors to share and more.

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http://wordpress.org/extend/plugins/twitter-facebook-google-plusone-share/

https://twitter.com/about/resources/widgets/widget_profile

http://wp.smashingmagazine.com/2012/01/19/facebook-twitter-google-wordpress/

http://www.networkedblogs.com/


Outsourcing Social Media ResponsibilitiesAverage salary for Missouri: $48,000 for a full-time Social Media Analyst

Pros Their main focus is getting the business name and information out to those followers Direct control over messages, posts and branding Creates buzz around the office for campaigns and employees themselves

Cons Expense for the business to publicize, hire, train and pay them full-time. Who takes care of the social media sites when they are sick? Vacation? Lack of Expertise – those are truly good at social media and know how to fully utilize all that it has to offer for a

business, aren’t going to work for a single business when they can work for a firm and work for multiple companies and make more money

Running a Contest on Facebook Facebook’s Promotions Guidelines, at https://www.facebook.com/page_guidelines.php#promotionsguidelines,

outlines their rules around running promotions. A “Promotion” is any campaign where a winner is selected. This includes sweepstakes where a winner is awarded a prize on chance and contests where a winner is awarded a prize on the basis of skill or being judged on specific criteria.

Facebook suggests promoting the contest on your wall, but when it comes to the actual contest referring your followers back to your website.

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https://www.facebook.com/page_guidelines.php%23promotionsguidelines

facebook frenzy workbook

Technology

give positive

start conversation

constantly

users personal

friends facebook

social media

activity log

news feed