Download - Facebook Changes and What They Mean to You
FACEBOOK CHANGESMichael Cunningham
Social Media Manager, RealPage
RealPage is a registered trademark of RealPage, Inc. This presentation also contains additional trademarks and service marks of ours and of other companies. We do not intend our use or display of other companies’ trademarks or service marks to imply a relationship with, or endorsement or sponsorship f us by, these other companies.
This material is provided for informational purposes only and is not, nor it is intended to be, legal advice. The opinions expressed herein are those of the author and do not necessarily reflect the positions of RealPage, Inc.
About Me• Social Media Manager
(ie., I play on Facebook all day)
• Managing Editor of the RealPage blog network
• Property Management Insider
• Involved with Greyhound rescue.
Agenda• Graph Search• News Feed• Optimizing Content for Graph Search & News Feed
• Test Everything with Insights• Four Ways to Keep Up with Facebook Changes
It’s Not that I Dislike Facebook
Facebook Makes Me Grumpy
This is Not a Deep Dive
GRAPH SEARCH
Graph Search
Graph SearchTyping “Apartments in Boston my friends like” into Google
Graph SearchTyping “Apartments in Boston my friends like” into Facebook
Graph Search Now Includes:• Status updates• Photos• Check-ins• Comments• Location Data
Current Graph Search
New Graph Search
New Graph Search
Advantages to Marketers• Monitoring Facebook posts about events they're running. • Researching product usage. • Identifying content opportunities based on the interest of
their most enthusiastic Facebook Fans.• Tracking brand mentions by influencers.• And lots and lots of other things!
NEWS FEED
Facebook News Feed
Facebook News Feed
Story Bumping
How Story Bumping Works• Used to be Called Edge Rank• News Feed algorithm responds to signals from you:
• The number of likes, shares, and comments a post receives from the world at large and from your friends in particular
• How much you have interacted with this type of post in the past• How often you interact with the friend, Page, or public figure who
posted• Whether or not you and other people across Facebook are hiding
or reporting a given post.
Last Actor
Last Actor
OPTIMIZING YOUR CONTENT AND PAGES
How to Optimize for Graph Search• Make sure your Facebook profile is complete and
accurate• Add geo-targeting data• Post engaging content and get people talking• Grow your fan base• Encourage brand evangelists to share content
Facebook is Like Google
What Counts as Quality Content?• Is this timely and relevant content?• Is this content from a source you would trust?• Would you share it with friends or recommend it to
others?• Is the content genuinely interesting to you or is it trying to
game News Feed distribution? (e.g., asking for people to like the content)
• Would you call this a low quality post or meme?• Would you complain about seeing this content in your
News Feed?
Examples of Bad Facebook Posts• “Click Like if you think daffodils and rainbows are
awesome. Share if you think Unicorns and rainbows are better.”
• Asking inane questions: “Red or Blue?”• Watch out for polarizing subjects: politics, religion, etc.• Tying your Twitter feed to your Facebook Page News
Feed
Examples of Good Facebook Posts• Anything that your target audience will find relevant,
useful, or funny:
• Asking thought provoking questions: “What do you think of institutional players getting into the single-family space?”
• Share best practices• Ask opinions• Photos or memes that deal with subjects important to your
fans• Links to articles, videos, or websites that will help your
audience do their jobs better.
Examples of Good Facebook Posts
How Do You Know It’s Working?
TEST EVERYTH
ING
INSIGHTSTest Everything.
Facebook Insights
Facebook Insights
Overview
Overview
Overview
Likes
Total Page Likes
Net Likes
Where Your Likes Came From
Reach
Post Reach
Likes, Comments & Shares
Hide, Report as Spam, and Unlikes
Total Reach
Visits
Page & Tab Visits
Other Page Activity
External Referrers
People
People Reached
People Engaged
Posts
When Fans Are Online
Post Types
Link Post
Status Update
Status Update
Post Types
All Posts Published
Engagement Rate
Post Details Card
Insights Make Me Happy
FOUR WAYS TO KEEP UP WITH CHANGES
Follow Facebook
• Facebook for Business Pagehttps://www.facebook.com/facebookforbusiness/news
• Facebook Privacyhttps://www.facebook.com/fbprivacy
• Facebook Media Roomhttps://newsroom.fb.com/
Technology & Social Media Websites
• TechCrunch Facebook Tag:http://techcrunch.com/tag/facebook/
• Mashable Facebook Tag:http://mashable.com/category/facebook/
Technology & Social Media Websites
• Social Media Examinerwww.socialmediaexaminer.com
• HubSpot Social Media Taghttp://blog.hubspot.com/marketing/topic/social-media/
Blogs that Follow Facebook
All Facebook
www.allfacebook.com
Inside Facebook
www.insidefacebook.com
Social Media Experts• Mari Smith
www.marismith.com
• Jay Baerwww.convinceandconvert.com
• Christopher Pennwww.christopherspenn.comwww.shiftcomm.com/blog/
• Amy Porterfieldwww.amyporterfield.com
QUESTIONS
