Facebook Changes and What They Mean to You

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Post on 10-May-2015

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Presentation I gave at the annual NARPM convention. Brochure description: No other social media platform owns consumer engagement like Facebook. This year, the social media giant announced two major changes to its platform that could greatly impact the way rental housing professionals use Facebook: the introduction of Graph Search and a major over haul of News Feed. On the surface, the changes seem like a win-win for users, but they could end up being a mixed bag for marketers and rental housing professionals. This session will explain what these changes are and how they impact the property manager. You will also learn several steps you can take to optimize your Facebook page for Graph Search and News Feed.

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<ul><li>1.FACEBOOK CHANGES Michael Cunningham Social Media Manager, RealPageRealPage 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.</li></ul> <p>2. Social Media ManagerAbout Me(ie., I play on Facebook all day) Managing Editor of theRealPage blog network Property Management Insider Involved with Greyhoundrescue. 3. Graph SearchAgenda News Feed Optimizing Content for GraphSearch &amp; News Feed Test Everything with Insights Four Ways to Keep Up with Facebook Changes 4. Its Not that I Dislike Facebook 5. Facebook Makes Me Grumpy 6. This is Not a Deep Dive 7. GRAPH SEARCH 8. Graph Search 9. Graph Search Typing Apartments in Boston my friends like into Google 10. Graph Search Typing Apartments in Boston my friends like into Facebook 11. Graph Search Now Includes: Status updates Photos Check-ins Comments Location Data 12. Current Graph Search 13. New Graph Search 14. New Graph Search 15. Advantages to Marketers Monitoring Facebook posts about events they're running. Researching product usage. Identifying content opportunities based on the interest oftheir most enthusiastic Facebook Fans. Tracking brand mentions by influencers. And lots and lots of other things! 16. NEWS FEED 17. Facebook News Feed 18. Facebook News Feed 19. Story Bumping 20. 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. 21. Last Actor 22. Last Actor 23. OPTIMIZING YOUR CONTENT AND PAGES 24. 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 25. Facebook is Like Google 26. 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 toothers? 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? 27. Examples of Bad Facebook Posts Click Like if you think daffodils and rainbows areawesome. 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 28. 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. 29. Examples of Good Facebook Posts 30. How Do You Know Its Working? 31. INSIGHTS Test Everything. 32. Facebook Insights 33. Facebook Insights 34. Overview 35. Overview 36. Overview 37. Likes 38. Total Page Likes 39. Net Likes 40. Where Your Likes Came From 41. Reach 42. Post Reach 43. Likes, Comments &amp; Shares 44. Hide, Report as Spam, and Unlikes 45. Total Reach 46. Visits 47. Page &amp; Tab Visits 48. Other Page Activity 49. External Referrers 50. People 51. People Reached 52. People Engaged 53. Posts 54. When Fans Are Online 55. Post Types 56. Link Post 57. Status Update 58. Status Update 59. Post Types 60. All Posts Published 61. Engagement Rate 62. Post Details Card 63. Insights Make Me Happy 64. FOUR WAYS TO KEEP UP WITH CHANGES 65. Follow Facebook Facebook for Business Pagehttps://www.facebook.com/facebookforbusiness/news Facebook Privacyhttps://www.facebook.com/fbprivacy Facebook Media Roomhttps://newsroom.fb.com/ 66. Technology &amp; Social Media Websites TechCrunch Facebook Tag:http://techcrunch.com/tag/facebook/ Mashable Facebook Tag:http://mashable.com/category/facebook/ 67. Technology &amp; Social Media Websites Social Media Examinerwww.socialmediaexaminer.com HubSpot Social Media Taghttp://blog.hubspot.com/marketing/topic/social-media/ 68. Blogs that Follow Facebook All Facebook www.allfacebook.com Inside Facebook www.insidefacebook.com 69. Social Media Experts Mari Smithwww.marismith.com Jay Baerwww.convinceandconvert.com Christopher Pennwww.christopherspenn.com www.shiftcomm.com/blog/ Amy Porterfieldwww.amyporterfield.com 70. QUESTIONS 71. THANK YOU michael.cunningham@realpage.comTwitter: @RealPageMichael SlideShare Link: </p>