1.Facebook Algorithm

2.Audience

3.Engaging Content

4.Analysis

Creating A Facebook Content Strategy

Facebook Algorithm

Facebook Algorithm

U = Affinity Score = Relationship to YOU

W = Engagement (commenting, liking, sharing,

friending/fan, tagging, etc.)

D = Time (How long a post has been up, how many

people are still engaging, user login etc)

Facebook Audience

Facebook Audience

23 Minutes

Facebook Audience

46% of Facebook users are over the age of 45.

57% are Female 43% are Male

Facebook Audience

47% Make $50 - $99,000 Per Year33% Make $25-$49,000 Per Year

Engaging Content

GOAL

Post Engaging Content:

1. Comments by fans(Highest Edge Ranking)

2. Comments by fans friends and friends of friends

3. Likes

4. Shares

5. Tagging

Engaging Content

90% of your content should be photos

Engaging Content

• "Click 'like' if you're excited that we just released our iPad app."

• "Fill-in-the-blank: All I want for Christmas is ___. Our latest Christmas special is X."

• "Yes/No: I brushed my teeth last night. We just announed a new brand of

toothpaste."

• "On a scale of 1-10, I think Obama is a great president. Watch this video of our

CEO shaking hands with Obama."

Content only Examples

Facebook

Social Butterfly Effect

Example of FacebookCover and Timeline

ConsistentDynamicInformationalEasy on the Eye

Analysis

Facebook Insights

• Likes = # of People that like your Fan Page

• Talking About = People talking about you (liking and commenting)

• Viral Reach = How many people say the post

• Friends of Friends = Number of People you can ultimately reach organically

• Determine Engagement Rate = # of people talking about / # of likes

• 10%-16% is the average engagement rate for businesses