county facebook playbook
DESCRIPTION
A guide to help 30+ county Facebook publishers.TRANSCRIPT
1
Fairfax County Facebook Playbook
Version 1.0 // Feb. 25, 2013
DisclaimerThe following guidance is subject to change due to the ever evolving nature of Facebook
2
Posting StrategyFrom Facebook:
We’re all beyond “initially” so post as often as you have relevant, timely, actionable information
Understand AudienceYears of research by Facebook shows why people join and use:
How can you tap into these four key tenets with your posts?
3
• We’re competing with cute puppies and cute kids!
• Add value, not noise
• Be:• Relevant• Timely• Actionable
Understand EdgeRankWe’re not reaching all of our fans with every message:
4
EdgeRank
Source: http://blog.getpostrocket.com/2012/09/infographic-facebook-edgerank-101-class-is-now-in-session/
Explaining EdgeRank
5
Explaining EdgeRank
Explaining EdgeRank
6
Explaining EdgeRank
7
Explaining EdgeRank
Explaining EdgeRank
8
Explaining EdgeRank
Explaining EdgeRank
9
Explaining EdgeRank
Explaining EdgeRank
Know YOUR Page demographics; example above may not reflect a county government page
10
Research Says…Send messages at various times of the day to reach different audiences: – AM, PM, weekends
Schedule messages:
Research Says…Be conversational and informal; limit government speak!
Use “we” and “our”
Speak directly to your audience rather than about them
11
What Not to PostOpinionsPDFsCommercial/private sector information (i.e., endorsements)Internal content such as awards or employee infoDo not try to control the conversation; be a participant with facts
Publishing
Publishing Facebook posts takes precision
Lots of little details executed well equal an effective post
12
Posting Mechanics
Method 3: Post as a Share
Method 1: Post as a Picture
Method 2: Post as a Link
Best choice
Posting MechanicsEdit sections in red (methods 2 & 3):
– Always delete “Fairfax County, Virginia” in headline
– Make sure subtext is helpful
– Use relevant thumbnail or no thumbnail at all
13
No!
Pay Attention to Thumbnails
14
Other DetailsMake sure you post links, if necessary, with more details
Do not copy+paste an entire news release
Tag other pages
Tag Other PagesInclude active tags to Pages your Page likes
Use the @ symbol and then start typing the name of the Facebook Page
15
Page NewsFeed“Use Facebook As” and then click Facebook logo:
16
Be sure to sort! You most likely want “Most Recent”
Monitoring/RespondingWhen you post, be sure to check back often the first day or two for comments/questions
After a day or two, comments stop unless the conversation continues
Do not try and control the conversation; let people express themselves…
17
10 Criteria for Deleting1.) Vulgar language
2.) Personal attacks
3.) Offensive comments that target or disparage any ethnic, racial, or religious group
10 Criteria for Deleting4.) Spam or links to other sites*
5.) Clearly off topic
6.) Advocate illegal activity
7.) Promote particular services, products, or political organizations
* If a link contributes to the conversation, then use your judgment to keep it
18
10 Criteria for Deleting8.) Infringe on copyrights or trademarks
9.) Use personally identifiable medical information
10.) Information that may compromise the safety, security or proceedings of public systems or any criminal or civil investigations
Deleting CommentsBEFORE deleting, take a screenshot of the topic you posted and the comment you’re about to delete and save it for any future litigation that may happen
You CANNOT delete comments that disagree with a policy, position or point of view, as long as the comments do not violate the 10 criteria
19
Deleting: Two Steps1.) Hide as Spam 2.) Delete this Comment
Spam CommentsIf marked as “spam” by public or admin, then comment remains visible only to the fan and his/her friends who also like your page
Spam comments appear in gray boxMonitor for comments that aren’t spam –unmark as spam
20
Cover Photo• Unique,
Compelling
• Single Image
• 851x315 pixels
• View page 8 of handout for what Facebook prohibits
Cover Photo
21
Other Image Sizes