lohas event: facebook
TRANSCRIPT
WHAT’S NEW
THE NEW FACEBOOK The newly released version is all about:
• Reducing clutter• More focus on stories from the things and people that user’s care about • More focus on on visually appealing images and advertisements
Fans have a choice of feeds (photos, music, groups, pages they are following) Same look across mobile devices, tablets and the web
GRAPH SEARCH & NEARBY Graph search enables people to find information through the filter of their friends When people search for something, the search is unique to them. The results are based on:
• Social connections, engagement, likes, check-ins, proximity and ratings• Sponsored results are still available
The “Nearby” function is essentially the mobile version of Graph Search
ENGAGEMENT
WHAT HAPPENS POST LIKE?YOU NEED A CONTENT STRATEGY Typically, only 15-20% of your fans will see any
given post The vast majority of your fans only see and
interact with your page through their home feed
FOCUS ON ENGAGEMENT Fan engagement has a big effect on how
many people see your posts If your community is not engaged, you are
letting potential fans go to waste
LIFE OF A STATUS UPDATEFacebook’s edge rank algorithm determines which fans and non-fans see stories from your page
What does it mean?You need engagement! The more comments, likes, and posts from your fans, the more people will see your updates
CONTENT STRATEGY
FACEBOOK INSIGHTS
CONTENT STRATEGY: RULE-OF-THIRDS1. POSTS ABOUT YOUPosts about your brand/product/group which cover news, new content (such as blogs and videos), and anything else directly related
2. POSTS ABOUT FANS Re-posted comments, posts, and other content from your fans
3. POSTS ABOUT INTERESTSGet to know your audience, and observe what they normally post to their own streams. You should be posting similar content to your stream to identify with them.
STATUS UPDATE STATS
Posts 80 characters or less in length have 27% higher engagement rates
Posts which end with a simple question receive 15% higher engagement
Pages that post outside of business hours have 20% higher engagement
“Soft sell” words are more effective than hard sell words (ex. “win” vs. “promotion”)
Status updates and page posts are the number one way people interact with brands and organizations on Facebook
STATUS UPDATE TIPS
Post Often: Pages that post 1-2 times daily have more fans and interactions than pages who post only a few times weekly
Don’t Over-Post: Time your updates to be at least 3-4 hours apart so as not to overwhelm your fans
Use Hashtags: Facebook just introduced the use of hashtags. Once they become available to you, incorporate them into your post
Be Timely: Updates that refer to holidays and current events are more likely to gain interactions
Ask Questions: Ask your fans questions to get them talking
Give Fans a Call to Action: Give your fans specific directions on how to respond to your post (example: “Do you enjoy cake? If yes, click like!”)
Go Beyond Text: There are several of ways to enagage your fans. Post photos, albums, links, videos and event invites
There are a few general guidelines you can follow as you write your page updates, which can help you keep your fans engaged
MONITOR & RESPOND
MONITORINGFacebook’s Pages Manager App is an easy way for admins to check on their page activity, view insights and respond to their audience on-the-go
RESPOND TO FANSWhen someone posts on your page, they want to know there is a human on the other end of the conversation. Responding to to comments and questions will increase engagement with your fans
COMMENT TAGGINGWithin a comment stream, type “@” and a commenter’s name. It will allow you to tag specific fans in your response. It also notifies the commenter that you have tagged them in a comment
ADVERTISING & OFFERS
PAID ADVERTISING Starting this month, Facebook is doing a major overhaul of their advertising platform. Changes
include:
• Removing the questions product for pages (polls) • Removing advertising for offers• Combining promoted posts & sponsored stories • Changing specs• Targeting
FACEBOOK OFFERS Improved mobile layout (bigger images, easier to claim) Option to share with specific friends (rather than automatic sharing) Reminder before offer expires List of saved offers
