marketing your alliance using facebook pages

AMA Alliance...NetworkingUsing Facebook & Facebook Pages

PresentedSunday, June 16, 2013Debbi RicksAMAA Social Media Manager

Why Facebook?• 500 million active users (half log-in daily and

spend an average of 55 min.)• Average user has 130 friends and becomes a

fan of 2 pages per month• 150 million users access Facebook through their

smartphones• Average user is connected to 80 community

pages, groups or events• 30 Billion pieces of content are shared each

month

Accounts on Facebook

• Technically Facebook only allows you to have one account, either a Business or Personal account

• For a Personal Account you are supposed to use your real name (first and last)

• Violators of this policy may have their page deleted or deactivated

Personal Accounts

• Personal Accounts• Enable and allow you

• to maintain a personal profile• to interact with friends• to create and/or join groups• to create a Fan Page for your business or organization• to become a fan of (or “like”) other fan pages • to purchase advertising • to make changes to a Business Account Fan Page if you

are an admin

• Are more versatile than business accounts

Business Accounts

• Business Accounts• Are for a company that is not a sole-proprietorship• Are for a sole-proprietorship whose owner does

not want to use Facebook to interact with friends.• Enable you to create Facebook page• Enable you to create paid advertisements on

Facebook and on Fan Pages.• Do not have the same functionality as Personal

Accounts.

Groups & Pages

• Public (open) groups• Everyone can see the Group, find it in a search and

make posts

• Closed groups• Everyone can see the Group, but only members can

see and make posts

• Secret groups• Only members can see the Group, see and make

posts

• Fan Pages

Groups• Groups provide a closed space for small groups of people to

communicate about shared interests.• Groups can be created by anyone.• Group members must be approved or added by other

members.• When a group reaches a certain size, some features are limited.• The most useful groups tend to be the ones you create with

small groups of people you know.• Members receive notifications by default when any member

posts in the group.• Group members can upload photos to shared albums,

collaborate on group docs, participate in chats and invite members who are their friends to group events.

Alliance Open Groups

Kentucky Medical Association Alliance

Pima County Medical Society Alliance, AZ

Greater Greensboro Society of Medicine Alliance, NC

Sample Alliance Closed Groups

Santa Clara County, CA

Tarrant County, TX

CMA Alliance, CA

Oklahoma SMAA

Lives of Doctor Wives

What are Facebook Pages?

• Pages are a free means for businesses, organizations and brands to share their stories and connect with people who “like” them.

• Pages may only be created and managed by official representatives.

• Page information and posts are public and generally available to everyone on Facebook.

• Anyone can “like” a Page to become connected with it and to get news feed updates.

• There is no limit to the number of people who can “like” a page.• Page admins can share posts under the Page’s name. • Page posts appear in the news feeds of people who like the

Page and their friends.

Alliance Facebook Pages

County , State & National Alliance Facebook Groups & Pages

Alliance to the Medical Society of Mobile County AlabamaMadison County Medical Alliance AlabamaAlliance to the Medical Association of the State of AlabamaThe Alliance to the Medical Society of Mobile County AlabamaPima County Medical Society Alliance ArizonaCMAA (California Medical Association Alliance) CaliforniaCMAAlliance (California Medical Association Alliance) CaliforniaLACMA Alliance CaliforniaNorth Valley Medical Association Alliance CaliforniaSanta Clara County Medical Association Alliance CaliforniaColorado Medical Society Connection ColoradoAlachua County Medical Alliance FloridaCollier County Medical Society Alliance FloridaFlorida Medical Association Alliance FMA Alliance FloridaLee County Medical Society Alliance FloridaSt. Johns County Medical Alliance FloridaMedical Association of Georgia Alliance MAG Alliance GeorgiaFort Wayne Medical Society Alliance IndianaIndiana State Medical Association Alliance IndianaIowa Medical Society Alliance IowaKansas Medical Society Alliance KansasGreater Louisville Medical Society Alliance KentuckyKentucky Medical Association Alliance KentuckyNorthern KY Medical Society AllianceKentuckyLafayette Parish Medical Society Alliance LouisianaShreveport Medical Society Alliance LouisianaMichigan State Medical Society Alliance MichiganSaginaw County Medical Society Alliance Michigan

County , State & National Alliance Facebook Groups & Pages cont.

Mississippi State Medical Association Alliance MississippiCape Girardeau County Area Medical Society Alliance MissouriMissouri State Medical Association Alliance MissouriClark County Medical Society Alliance NevadaCape Fear Medical Alliance North CarolinaCatawba County Medical Society Alliance North CarolinaGreater Greensboro Society of Medicine Alliance North CarolinaMecklenburg Medical Alliance and Endowment (MMAE) North CarolinaNorth Carolina Medical Society Alliance North CarolinaOnslow County Medical Society Alliance North CarolinaOklahoma State Medical Association AllianceOklahomaBerks County Medical Society Alliance PennsylvaniaBerks County Medical Society Alliance PennsylvaniaFlorence County Medical Society Alliance South Carolina7th District South Dakota State Medical Alliance South DakotaSMA Alliance Southern Medical Association Alliance Southern StatesKnoxville Academy of Medicine Alliance TennesseeNashville Academy of Medicine Alliance TennesseeTennessee Medical Association Alliance TennesseeTMA Alliance Tennessee Medical Association Alliance TennesseeHarris County Medical Society Alliance TexasLubbock Crosby Garza Medical Society Alliance TexasNueces County Medical Society Alliance TexasTarrant County Medical Society Alliance TexasTexas Medical Association Alliance TexasMedical Society of Virginia Alliance VirginiaRichmond Academy of Medicine Alliance Foundation VirginiaRockingham County Medical Association VirginiaPartners in Medicine UtahWashington-Unicoi-Johnson County Med Alliance Tennessee

Why Have an Alliance Facebook Page?

• Maintain relationships and foster new ones• Share successes, photos, video, and links with

your target audience• Create and promote events• Start conversations and get feedback• Recruit members and volunteers• Increase online visibility and findability• Measure and optimize impact

Before You Create Your Page

• Choose your name carefully--you can’t change it later

• Choose your creator carefully because the page originator is the owner.

• Choose who will post and monitor the page• Check out what other pages are doing• Decide what your policies will include

Define Your Goals• Who are you trying to reach?

(members, prospective members, community members, volunteers, donors)

• Why are you trying to reach them? (connect with them about programs or events)

• What kind of information are you trying to convey through Social Media?(Updates about events and fundraisers, information about successful volunteers, projects)

• What is the benefit of using SM to get them this information vs. More traditional forms of communication.(easier, faster, less expensive, allows audience to be more interactive and share)

Things to Know Before Creating a Page

• Someone with a personal account must create the page

• Additional page “administrators” may be added and removed

• Page ownership can not be transferred. • If the original owner’s account is shut down or

deleted, so is the fan page.

Content

• Facebook allows you to post just about anything, but that doesn’t mean you should!

• Keep content appropriate for the organization and be creative.

• Posts are limited to 420 characters max, including characters in URLS

• Shorter posts are more likely to get a response• Try to keep posts under 100 characters

Content cont.• Using externally-generated content

• Articles, info-graphics, video clips you did not create yourself• Only post if you think those that follow you will find the information

interesting or useful, relative to your local or state Alliance.• Always include a comment about the posting that gives it context

relevant to your organization• Always keep Organization Mission Statement in Mind

Photos/Videos of Events• Take photos or videos at events and post them on Facebook

afterwards. During the event, encourage people to find us on Facebook and tag themselves in the event photos. This encourages people to “like” us, and also, all photos they are tagged in will show up in the newsfeeds of their social networks, increasing outreach.

Content cont.• Ask a question when posting an article or utilize

the Facebook Questions Function for increased share-ability.

• Tag to increase visibility• Thank others to increase visibility• Share posts by others• Ask for engagement. Ask Facebook Fans to repost,

“like” or share some your most interesting or noteworthy content.

PostingPost During Peak Times

Your Facebook Page

The following slides will show you the basics for building and understanding your

organization’s Facebook page.

Build a Page: Get Started

Build a Page cont.

Build a Page cont.

Design Your Wall Page

Build a Wall for Your PageAdd a Profile Picture

Profile Picture cont.

Add a Cover

Choose a Photo or Logo

Build a Wall for Your Page

Understand the Features

You’re Ready to Post

Posting

Admin Panel Top View

Admin Panel Bottom

Analytics

Likes

Shares

Shares cont.

Reach

Reach cont.

Talking About This

Resources

Resources cont.