facebook best practices 2017

Facebook Tips, Tricks, & Best Prac3ces

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Contents Introduc3on Understanding The Feed Housekeeping Do’s and Don’ts Content Ideas Ge@ng ABen3on

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Introduc3on Facebook can be complicated, but successfully managing a page becomes a lot easier thanks to simple changes you can make in your content strategy. This guide will show you how to improve your Facebook posts and go from “stressful” to “social.”

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Understanding The Feed Facebook has been studying the way we interact with content in our feeds for years. Just like how our habits and preferences online change overBme, Facebook changes the quality and quanBty of content it displays in the feed. PrioriBzing the types of content and fan interacBons the current algorithm favors will help increase feed impressions.

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What’s In? Facebook Live

Na-ve video content Using link-‐shares

Facebook Reac-ons Pos-ng news

Tagging other relevant pages

Crea-ng event pages Gif Sharing

Understanding The Feed

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What’s Out? Using photos for every post

“Like-‐bait” Frequently circulated

content Text status posts from

pages Sales language

Understanding The Feed

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Understanding The Feed Facebook Algorithm Change

What does the Facebook news feed favor? Posts receiving a lot of engagement

Posts most relevant to each individual user Trending conversa-ons

Facebook Live Share-‐ability

Informa-ve posts Entertainment posts Videos posted na-vely

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Analy3cs

Facebook Insights are a great way to track the performance of your Facebook page and will help you drive strategic markeBng decisions based on audience behavior.

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Housekeeping Clean up! Take simple steps to improve your Facebook presence and make your page more effecBve.

1.  Add a buy link in your About sec-on for easy access. 2.  Pin post with album release informa-on to top of

profile. 3.  Use a profile picture with people in it – fans are more

likely to pay aRen-on to faces than logos. 4.  Include new/recent release info in a cover photo – it’s

prime real estate! 5.  Add a concert app (Bandsintown or Songkick) to make

sure fans can always find tour dates without digging through old posts.

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Do’s and Don’ts Before making a post on Facebook, ask these quesBons: Is this content... ü …relevant to my page? ü …-mely? ü …from a trusted source or safe website? ü …interes-ng enough for others to share?

If you answered yes to all the above, then you’re ready to post! The following slides have Bps for improving your updates.

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Tag other pages menBoned in your posts. If your content is relevant to fans of the other pages, Facebook may show your post in those fans’ feeds. Tag other arBsts, fesBval names, venues, retailers, and websites/blogs/magazines.

Do’s and Don’ts DO…

*Image via @Slothrust

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Do’s and Don’ts DON’T…

Introduce unrelated tags to try to reach other pages’ fans. Spam tacBcs won’t work here, as Facebook’s algorithm is looking solely for relevant content to share.

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Use link-‐shares. Facebook’s focus on making the feed a be^er news source for users means their algorithm favors links.


*Image via @musicpronoun

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Delete link-‐share info and use a text URL. Keep the automaBcally populated info!

Do’s and Don’ts Don’t

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Share important news across mulBple plaeorms. Some people like Twi^er, while some are always checking Instagram. Having info on every plaeorm extends your reach and keeps you from missing fans.


*Image via @thecharlesbradley

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Sync all your services together to post from one source. Social networks don’t all communicate the same way. Prevent broken tags, poor formagng, and useless links by taking a few extra minutes (just a few!) to make separate posts.

*Image via @Charles_Bradley

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Post about individual shows. Tag the venue to increase post reach


*Image via @tweencity

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Share show posts with everyone. Geotarget by city or state to make sure fans see content that’s relevant to them. GeotargeBng will let you be more specific with your copy and avoid clu^er.


*Image via @fanfarlo

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Join or create conversaBons by tracking trending topics and using relevant hashtags.


*Image via @pepperlive

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Go overboard on the hashtags. Limit it to one per post and only use hashtags that are relevant, like an album Btle used throughout your markeBng campaign or a common hashtag like #tbt.

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Interact with fans. Use the “reply” feature to answer fans within 24 hours. Ignoring comments can create possible anger or disappointment.


*Image via @RJD2

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Use Facebook like Twi^er. Spread posts out and have disBnct purposes for making them. Contain conversaBons with fans to the comments secBon of a post.

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Use Facebook’s new feature for crossposBng video to reach new, relevant audiences. This makes it possible to use the same video in a new post and see aggregated insights for posts across all pages.

*Image via Facebook

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Rely on an outside video link to have a high audience reach. Facebook seems to favor naBve videos over outside videos. To bring fans to a page such as YouTube, share a 30 second teaser naBvely with the link to the full video in the descripBon.

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Replace retail/sales posts with videos. Go live on Facebook with a buy link to the album in the descripBon. Start a conversaBon around the record, sharing fun facts, inspiraBon behind the music, answering fan quesBons etc.

Do’s and Don’ts Do…

*Image via @MBsings

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Simply tell fans to go buy your record with text and a link to the retailer. Facebook has de-‐emphasized the sales language-‐y post, so these posts are appearing less in the newsfeed.

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Share videos that are HD and use text. This has been shown to grab Facebook users a^enBon and encourage engagement.

*Image via @wyldlifeband

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Rely on a video’s audio to engage fans. Videos uploaded to Facebook can auto-‐play without sound.

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use proper Open Graph Tags h^p://developers.facebook.com/docs/sharing/best-‐pracBces#tags

share links to premieres rather than capBon photos

allows for beauBful, full-‐image posts

opBmize images on your site h^p://developers.facebook.com/docs/sharing/best-‐pracBces#images

ensures a full-‐size shared image

preview your shares with the debug tool h^p://developers.facebook.com/tools/debug

Ensure that websites can share to Facebook well.

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Post content without opBmizing it for the plaeorms you’re sharing it on. Great looking content will be more engaging and will ulBmately be more share-‐able. Use Facebook’s debug tool to reveal potenBal issues:

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Use the link format when premiering with media partners.


*Image via @clapyourhandssayyeah

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Post a bare link or a photo with a link in the capBon. Rich link posts are clicked on at twice the rate of capBons and plain links.

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Create Facebook event pages for important events. •  Fans will be alerted when

there is an event near them and again as a reminder when the date gets closer.

•  Fans can also see which of their friends are going as well as invite friends that may be interested.


*Image via @thecharlesbradley

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Content Ideas

Coming up with Facebook content is the biggest struggle for most ar-sts and their teams. We have sugges-ons to beRer plan and prepare for your Facebook posts.

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Content Ideas Make a schedule SBcking to a rough content schedule keeps your opBons from gegng overwhelming M T W R F S Su

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Content Ideas Never doubt that you’re interes-ng

Fans want to know about you. Having something to post on Facebook can be as easy as: •  Photos of gear •  A cross-‐posted Instagram video from the van/bus •  A funny GIF •  A link to a favorite song or video with a li^le

background on why it’s important/influenBal The next slides have a list of different op-ons for when you’re stuck…

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Content Ideas Photos / Images Audio Video

•  Album / single art •  Video sBlls •  Merch •  Venue during

soundcheck •  Backstage •  Gear •  Screenshots of

tracking •  Crowd at a show –

encourage fans to tag themselves!

•  In-‐feed track stream •  Themed playlists;

setlists, riding in the van, songs that inspired the new album etc.

•  Recorded greeBng / update

•  Short announcements •  Album Trailer •  Music Video Teasers •  Answers to fan

quesBons •  Backstage tours •  Studio tours •  AcousBc versions of

songs

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•  Schedule videos to automate your content calendar

–  When video is uploaded click the arrow next to “Publish” and choose “Schedule Post” from there you can select the date and the Bme.

•  Set expira3on date –  If an expiraBon date is

necessary for your video, once the video has expired it will no longer be available on your Bmeline or anywhere else. This feature may come in handy when there are licensing restricBons.

Content Ideas Uploading Facebook Video

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Content Ideas Add cap-ons To Facebook Video •  Facebook videos automa3cally play on users newsfeed without

sound. Adding cap3ons will help capture fans aBen3on un3l the sound is turned on. –  On computers, users can choose to turn capBons on by

clicking “CC” at the bo^om right corner. Mobile Facebook video users will automaBcally have capBons if the device is on mute.

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Content Ideas Managing Your Facebook Videos

Find your video library under “Publishing Tools” at the top of the arBst page. This is where you can manage and edit all videos.

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Facebook Live is a unique feature that can help arBsts directly connect with fans. Fans are able to watch and interact with real-‐3me video that will broadcast through your Facebook profile. Ways to uBlize this feature: •  Take fans behind the scenes of a

concert, in the recording studio, at a photo shoot or while making a music video.

•  Host a fan Q&A. •  Host a listening party for your

new album release. Answer fan quesBons while they hear the album for the first Bme.

Content Ideas Facebook Live

*Image via Facebook

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Content Ideas GIF Sharing

Not quite an image or a video, a GIF is a great way to help enhance your post with visual content •  Facebook now supports GIF links from external sites

(Giphy, Imgur, Tumblr, and others). Paste the link into a post and Facebook will animate the GIF once the post has been published. It will then automaBcally play in New Feeds.

•  You can even update your profile picture to a looping 7 second video!

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Content Ideas 360 Photos

A new feature on Facebook, the 360 photo is perfect for sharing a more immersive experience with your fans. While you need a special set of cameras to record a 360 video, it is easy to share a photo:

•  Take a panorama with an iOS or Samsung Galaxy phone.

•  Use an app like Street View or Google Camera. •  Take a 360-‐degree photo with a 360 camera.

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Content Ideas 360 photo

Fans will easily discover your 360 content with the 360 icon that appears over the image before interacBon When to use: •  Concerts or fesBvals •  While in the studio alerBng fans you are recording

music •  At rehearsal •  Share your favorite spots on tour

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Content Ideas Facebook Canvas

Bring your fans into an interacBve full screen mobile experience through a Facebook Canvas •  Create your canvas through Publishing Tools. •  Add photos, videos, buy links and tour informaBon for

your fans to discover while they swipe up, down, ley and right through the canvas.

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Ge@ng ABen3on Pin Important Posts

Pinning content on your page helps posts get noBced and stay noBced. It will keep your post at the top of your page for up to 7 days making it the first post fans will see.

*Image via @OfficialDion

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facebook best practices 2017

Marketing