hancock democrats
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Using Social Media to Power Your Cause & Your Candidates
Presented by Christine HalvorsonHalvorson New Media
My social media “cred”…
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May 2, 2005
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My Dem/politcal “cred”
Before that..County Dems
communications personMarried to a state repHighly involved in local
racesWorked on campaign to
elect first woman from MN to the U.S. Senate (sadly, failed)
Newspaper reporter
X
You’ve got 424 what…?!
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What you’ll learn todayThe basics of Facebook Increasing # of fans A tiny bit on Facebook PAID
advertising options
Disclaimer
Whatever I say today will be outdated by the time you go out
the door. (continuing ed is key in this business)
Quick survey: Facebook
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HalvorsonNewMedia.com 15No, not cat videos
It’s not about technology…
What IS it about?
The job of every piece of communication is to
introduce your business to people who do not
know it & to reinforce positive impressions
among those who do.
Candidate or cause
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Why use Facebook?Your
candidate or cause here
People will see you as they drive by
Reason #2
We like what our friends like
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It’s word-of-mouth/we like what our friends like
Reason #4
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Your goals?
Get people to LIKE your Page.
This is the equivalent of
SUBSCRIBING to your newsletter, etc.
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Starting your Facebook Business Page
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Before you begin
Have a strategy Have a "policy"
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A simple policy should include…What is your purpose here on FBAcceptable topics and languageWhat you will ban or not tolerateWhat is your "voice"Who owns and controls the account and
passwords (should be shared among more than 1)
Who can add who and under what circumstances
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On with the show!
People have PROFILES
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PROFILE
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This is YOUR newsfeedEveryone’s is different depending on their friends & the businesses they’ve “liked”
To infinity…and beyond
NEWSFEED
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STATUS UPDATE
POST
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Your goal… Business
Business
Friend
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Personal Profiles are different than
Business Pages
PAGE
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We “like” a business & “friend” a person
But to be a business, you must be a person first
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HalvorsonNewMedia.com 49Most should choose this option
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Upload a business logo or a photo of you
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Add a short description of your business or use your tagline
Add your website or other…
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Fill in “About”
Name your page (a unique Facebook web address)
You get 1 chance to change this
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As creator of Page, you get a chance to invite your PERSONAL friends to come LIKE (follow, fan, subscribe to…) the Page…You can also do this as a “fan” of the page—invite your own friends
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Everyone has opportunity to invite friends to any Page
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Using the “COVER PHOTO” strategically
COVER PHOTO
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Profile Cover
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Use the landscape wisely
Cover photo is 70 percent of the “real estate” – the visible area –
on that page
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Job #1: Building a fan base[Number of “Likers”]
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Tactics for gaining Fans
On your status updates, conclude
LIKE, COMMENT OR SHARE…
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But even more important….
Post good content regularly
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Fans require care & attention
So, what is GOOD content?
EducateEntertainEngageEnrich+, with luck…
Go viral
Go viral….(shared, commented, liked)
Good content should…
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Take every opportunity to engage
Respond when others do
Answer their questions Acknowledge their
contribution Strive for two-way
communications
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Here’s the key to successful posts…
Don’t be boring
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Types of posts…
Text onlyText with a link to something elseText with a photoText with a link and a photoText with a video
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When to post? How often?
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Rule of Thumb
The less people want to be at work, the more
likely they are to cruise social media sites and
see your content
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As a general rule, Socialbakers found that posting once per week on Facebook was so low as to lose connection with your audience and posting more than twice per day was crossing the line into annoying.
Goal: 1 per day
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SCHEDULING
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Facebook’s built-in clock
QUESTIONS?
Paid options...
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An ad you didn’t ask for & can’t do anything about
Something about cats
Also called Newsfeed ad,
sponsored story, or
boosted post
Something about cats
Your newsfeed
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Why?They’re cheap!Easy to find a hyper-local
audienceYou will know instantly if they are
working (unlike traditional paid advertising in newspapers, etc.)
Created & changed easily (and that’s what you SHOULD do)
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Upload photo of your choice or banner
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Add text
Your objective
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Too broadChoose your audience…1) Location, plus2) Age
All of U.S. on FB = 185.million!
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Too narrow
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This could reach 6000
Just right!
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More demographics
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Interest targets
Use sparingly
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Set your budget—Daily or lifetime
$5 a day won’t get ALL 6,000
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Less $
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More $
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NEWSFEEDMOBILE RIGHT
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Right side ads don’t work if people don’t know you yetNews feed is best
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Search for “Ads Create Tool” within Facebook or Ads Manager
or Power Editor (all work)
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Spent $5, got 310 sets of eyeballs
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Continuous reporting/daily details
Click onto the line to get total
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Some best practices…
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Images—Best Practices
Directly relevant (Facebook may reject otherwise)
Clear at a very small size—think mobile!
20% text max allowed by Facebook
(Facebook WILL reject) Built-in tool let’s you test
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A close-up of a face is best
• If using stock photos shouldn’t be “too” professional• Take your own!
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Call to Action!!!
Click hereOrder hereSign up today
Tell reader what to do
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Boosted posts…
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Find best posts from past in Insights
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After running a successful ad…
Make sure your Page is populated with interesting
posts, relevant to the reader and helpful to your
cause
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LIKE HalvorsonNewMedia for updates
Go to: https://www.facebook.com/HalvorsonNewMedia