Social Media WorkshopSocial Media Workshop

Expand Your Company’s Presence

Getting Started in Social MediaGetting Started in Social Media

Jump Start Your Social MediaJump Start Your Social Media

• What is this thing called Facebook?

• Break down the Facebook Timeline

• How to use Facebook for your organization

• How to create your Facebook Marketing Message

"Social media is good news to small business. It levels the playing field." -- Karen Mills, administrator of the Small Business Administration

Facebook Facts and Figures Facebook Facts and Figures

• Monthly active users now over 1 BILLION

• 20% of all page views on the web are on Facebook

• 425 million mobile users

• 2.7 billion “likes” per day

• 57% of users are female

Source: AllFacebook.com

Facebook DefinitionsFacebook Definitions• Timeline is your page: your stories, photos and videos, friends, favorite activities/interests

• The News Feed: continuous stream of updates about your friends’ activities; appears on your Home page

• A Friend: someone you are connected to on Facebook. Friending is the act of sending someone a friend request; all friendships have to be confirmed by both people

• Like: clicking Like gives positive feedback

• Activity Log: tool that lets you review and manage everything you share on Facebook

• Admin: people who create and manage activity

Personal Profile Page Personal Profile Page

Facebook Branded URLFacebook Branded URLwww.facebook.com/username

Facebook Images Facebook Images

• Cover image replaces landing page

• Cover Art Guidelines: Do Not put contact info, calls to action, or arrows pointing to the Like or Share button

• Brand the heck out of your company! Include brand images, logos and visually appealing graphics

Cover photo: 851 x 315Profile picture: 180 x 180Thumbnail image for apps: 111 x 74Highlighted & milestone images: 843 x 403

Facebook Fan Facebook Fan Page Posts Page Posts

• Four filters: Highlights, Posts by Page, Posts by Others, and Friend Activity; default is always Highlights

• Pin posts: Posts pinned to the top of the wall for up to 7 days

• Highlighted Posts: Will take up both sides of the page to bring special attention to a specific post

Facebook Admin Panel Facebook Admin Panel

• Notifications

• New Likes

• Messages

• Insights

• Manage your page

Facebook Promoted PostsFacebook Promoted Posts• Works with all posts: status updates, photos, offers, videos and questions

• Shown in the news feed of fans

• Friends of fans who interact with your page will see it

Facebook Promoted Posts vs Facebook AdsFacebook Promoted Posts vs Facebook Ads

Facebook Promoted PostsFacebook Promoted Posts

Promoted posts can also be targeted by language or location by clicking on the public button when creating the post and adjusting the options.

Facebook Promoted PostsFacebook Promoted Posts

Promotions can be paused or budgets adjusted by clicking on the gear menu in the bottom-left-hand corner and selecting “stop promotion” or the pencil icon “budget.”

Facebook Promoted PostsFacebook Promoted PostsOnce the promoted post goes live, admins can access data on the number of Facebook users who have seen the posts, as well as the percentage of users who like their page who have also seen the posts.

Facebook Tools: InsightsFacebook Tools: Insights

People Talking About This (PTAT): help brands track engagement on their page and measure the ‘word of mouth’

Total number of people who have interacted with your page Available on a post-specific level Determine which type of content connects with your fans

Facebook insights also provides: • demographic data - including gender, age, location and language • Clearly define brand’s target audience• Content for future posts

Facebook Tools: Schedule PostsFacebook Tools: Schedule Posts

Facebook Graph SearchFacebook Graph SearchLive search bar that allows users to find what their friends have liked or recommended as well as photos of friends.

Facebook Graph SearchFacebook Graph SearchHow to get the most out of Graph Search:

• Make sure your Facebook page is as complete as possible

If you haven’t categorizing your page, Facebook will make decisions for you, or you won’t be featured at all

Facebook Graph SearchFacebook Graph Search

• Use key words in your About Section

Facebook Graph SearchFacebook Graph Search

• Only directly shared photos and videos will show in photo and video searches

Facebook Graph SearchFacebook Graph Search

• Make sure you tag each photo with your Page name and any location associated with the photo

Tips and Tricks for FacebookTips and Tricks for Facebook

• Tagging your organization or your fans using the @ sign

• Using Facebook as your organization

• View your Insights:time of day, types of posts

Facebook MarketingFacebook Marketing

• Post events, promotions, photos and videos

• Ask & answer questions

• Share your stories

• Inform, Educate and Entertain

Facebook Marketing MessageFacebook Marketing Message

How to Inspire Fans How to Inspire Fans

• Sharing your stories with picture galleries and videos

• Link to your site for volunteer and donation information

• Ask sponsors to match your efforts on their fan page

Facebook Marketing MessageFacebook Marketing MessageWhat’s it all about ….

• Facebook is about relationships

• Being personal is everything

• Successful Facebook marketing campaigns revolve around personality

• People like Facebook for entertaining stuff

Fans like to be entertained Fans like to be entertained

Facebook Marketing MessageFacebook Marketing Message

• Extend reach of your organization – updates on new services, programs, volunteer opportunities

• Make it sharable – offer value and they will return the favor by sharing with their network

• Make stuff exclusive – offer what's just out of reach and make them "Like" your Page to get it! They win. You win. Everyone wins.

Social isn’t the place for the hard sellSocial isn’t the place for the hard sell

Social media is all about building relationships and growing Social media is all about building relationships and growing trust. trust.

• answering questionsanswering questions

• providing helpful informationproviding helpful information

• trusted resource trusted resource

Sometimes it’s better to talk less and listen moreSometimes it’s better to talk less and listen more

Doing social media well doesn’t mean you need to be Doing social media well doesn’t mean you need to be anywhere and everywhere. anywhere and everywhere.

Social media isn’t free Social media isn’t free

What did we learn? What did we learn?

• How to use Facebook fan pages – remember to check How to use Facebook fan pages – remember to check your insights and develop a posting scheduleyour insights and develop a posting schedule

• Tips and tricks of using the Facebook TimelineTips and tricks of using the Facebook Timeline

• How to create a marketing messageHow to create a marketing message

Questions?? Questions??

Connect with Penney FoxConnect with Penney Fox

Facebook: FoxInteractiveFBFacebook: FoxInteractiveFB

Twitter: @foxinteractiveTwitter: @foxinteractive

Pinterest: penneyfoxPinterest: penneyfox

Email: pfox@foxinteract.comEmail: pfox@foxinteract.com

Web: www.innersocialmedianess.comWeb: www.innersocialmedianess.com