Social Media for Health AdvocatesFacebook 101

Agenda

•Why use Facebook?•Outreach Methods•Measuring Success•Advertising on Facebook•Keep In Touch

Why Use Facebook?• Facebook is a social

network connecting communities

• Businesses, organizations, campaigns and others use Facebook as a tool for outreach

• Since Facebook is the most popular social network, maintaining an active and relevant presence here is important

▫ Currently, there are over 1.15 billion monthly active users on Facebook

Who uses Facebook?

86% Of Facebook

users are 18-29 years old

67% Of all internet

users have Facebook

Facebook is one way to engage individuals you may not be able to reach in person

Research from Pew Internet

Outreach Methodology on Facebook

Engage

Post RegularlyPost in a Timely

Manner Post

Relevant Material

Respond

Interact

Moderate

Analyze

Promote

Share

Raise Awareness

Advertise?

Engage

• Post regularly

• Facebook algorithms decide what is relevant

• Posting often encourages the algorithm to privilege your material

• But be careful: Don’t over-share. The algorithm will punish pages that are perceived to be spamming their users

Picture: http://blog.adespresso.com/facebook-promoted-posts/

Engage

• Be timely: What may be popular at lunch may be old news by dinner

• Several free programs can help you determine what time is best for your organization to post, such as Post Planner

Picture: http://www.postplanner.com/

Engage

• Create your target audience based on the content you post:

▫ Promote your blog posts▫ Create memes to condense

complex messaging points▫ Post relevant news articles

that your followers should see

• Non-relevant content will turn off those you want to reach

• Don’t be afraid to take creative risks

Respond

• Don’t just go for “likes”▫ Encourage

your followers to post their own thoughts

• Respond to comments▫ Monitor closely

so users stay positive and on topic

Analyze

• Measure your success

• Facebook has a built-in analytics tool

▫ Located in the “Insights” box in your Admin Panel

▫ Measures likes ▫ Percentage increase

over time▫ Number of page views

• Set goals & track them

Picture: http://decisionstats.files.wordpress.com/2009/11/fba1.pnghttp://blog.thefanmachine.com/en/2012/05/22/facebook-insights-for-pages-key-concepts/

Promote

• Don’t be all about yourself▫ Promote the work of other

organizations you admire

• Raise awareness about issues that intersect with yours▫ For example, if you work

exclusively on health care, share some information about how DOMA may affect your demographic

• Be one of the people▫ Use humor▫ Give shout outs

Advertising• Advertising can help you reach

the next level in effective social media

• Facebook advertising tool could increase traffic to your page

▫ Marketing firms with clients who’ve utilized Facebook ads reportedly saw an 18.5% increase in click through rates

• Plans are varied and relatively cheap

▫ Some only charge you for actual clicks

• Advertising can be hit or miss

▫ Pay close attention to your page’s insights so you are able to track the performance of each ad

Picture: https://www.facebook.com/business/promoted-like?creative=24367199912&extra_1=58edfa08-5612-f009-bb0e-00002167d9f2&gclid=CIHVmuKtobkCFap7QgodlSsAyg

Getting Started: Follow us on Facebook!

www.facebook.com/together.invincible