utilizing · utilizing for brand awareness & engagement facebook • facebook features •...
TRANSCRIPT
UTILIZING
for BRANDAWA R E NE S S & ENGAGEMENT
• FACEBOOK FEATURES
• QUICK FACTS
• WHY INVEST IN FACEBOOK?
• POSTING AND PAGEMANAGEMENT TIPS
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Facebook is the world’s largest and most popular social
network. As of December 31, 2013, it retains a total of
1.23 billion users, with an average of 757 million active
users daily. Facebook’s agenda, as stated by founder
Mark Zuckerburg, is to...
“...give users the
power to share
and make the
world more open
and connected.”
For individual users, your Facebook profile is also known as your Timeline. Based on your privacy and posting settings, past activity—including post, media uploads and shared content— can be viewed by visitors of your profile.
Due to the permanent nature of Facebook, it’s important for page admins to carefully pick and choose what content they decide to share. Facebook profiles and pages present an opportunity for people and brands to tell a social narrative by sharing ideas, news and other content that matter most to them. Your Facebook profile is where social media content strategy lives, visible to most of your online audience.
Timeline
Facebook Pages are public profiles of businesses, brands and companies that enable interaction with the Facebook community. This is where social media meets PR, as companies engage (and control) a social conversation with their fans, customers and/or community.
If you are a Page admin, you’ll notice a wealth of data provided in the Admin Panel just above your Facebook Page. This is the control center of your Facebook Page where admins can access Facebook advertisements and export engagement data. Within the post textbox, admins can schedule posts in advance through the activity log. This feature is handy for a pages that update frequently, such as live-event marketing or news outlets.
NOTE: In March 2014, Facebook announced a redesign of Pages to make navigation easier for admins and visitors. Learn more here.
Pages
Features to ConquerFACEBOOK FEATURES
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Launched in 2010 and then purchased by Facebook in 2012, Instagram is one of the most popular photo and video sharing mobile apps. Instagram continues to gain traction in social media marketing and can be easily incorporated with user profiles or a business page. Several entities use Instagram as a marketing platform, but brands with appealing visual content (such as restaurants, clothing vendors, artist and home decoration) tend to be the most successful with their respective Instagram community.
Quick Stats• 150 million active users
• 60 percent of users are from outside the U.S.
• 16 billion photo shared
• 1.2 billion likes per day
• 55 million average photos shared per day
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As the core aspect of the Facebook “Home,” the news feed is a constantly updated collection of posts from pages or people users decided to follow. It monitors activity, trending topics, events and groups. It’s extremely important to curate who you follow in order to manage what content shows on your feed—your user experience depends on it. This is where you can leverage and share outside resources that align with your brand messaging.
Facebook is constantly testing, redesigning and updating its news feed algorithm to optimize content delivery. Recent updates include an emphasis on high-quality content (described as relevant, shareable and engaging), pages to use the native link-share feature when posting a link and increased reach when tagging other pages.
News Feed
Features to ConquerFACEBOOK FEATURES
Again, due to Facebook’s public, permanent characteristics, what users post to their pages or profiles has to be carefully curated in order to tell the story of that personal or commercial brand. However, Facebook Groups offers conversational privacy
within the network. Families, friends or teammates can share updates
within the privacy of the group. This feature is primarily meant for
groups of individual users rather than a business or brand that wants
its activity to be seen.
Facebook Groups
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Quick Facts
Features to ConquerFACEBOOK FEATURES
YEARS OLD
101
BILLION
MOBILE
USERS
AVERAGE TIMEON FACEBOOK
18 MINUTESOF USERSARE 18-29
83%
Hashtags: Use them. Don’t abuse them!
Use the native link-share feature; Facebook recognizes hard content.
Features to ConquerPOSTING AND PAGE MANAGEMENT TIPS
When Facebook changes its News Feed, the organic reach of a Facebook post changes with it. In December 2013, Facebook changed its News Feed algorithm to reflect better, relevant content to its users. In doing so, branded pages took a hit in post visibility and reach. Studies found an average 44 percent decrease in reach among various brand pages, and—without paid advertising—brands could expect to reach only 3 percent of their followers.
This means brands and social admins must invest in quality content, now more than ever, to even register as a blip to their following. Here are a few tips you can do to boost your posts reach:
#
@ Tag other Facebook Pages relative to your post. This can potentially reach both your audience and the tagged page audience.
Stay Active, Reciprocate: Go beyond simply posting your content and like, comment or share
other’s content. This shows transparent community engagement.
Encourage Engagement: As a social coordinator, it’s critical to encourage not just your Facebook following, but also your friends, family and entire company to get involved in your social media activity. Their participation with your Page can give your content the boost it needs to go beyond 3% of your following.
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Frequency: Depending on your marketing goals, consider your posting frequency. Some brands benefit tremendously from posting multiple times per day, while others may be seen as spam.
Leverage Trending Topics: Frequent Facebook’s latest Trending feature to keep your social sense in the now. If you use the right hashtag at the right time, your post might gain the traction it needs.
The University of Texas MD Anderson Cancer Center has been ranked as the best hospital for cancer treatment and patient care in the U.S. for the past 12 years. Not only is MD Anderson a world-renown
medical institution, but it is also a member of the University of Texas, offering several degree programs for aspiring
medical students.
MD Anderson’s Facebook page is great example of how a large medical institution can have a meaningful, effective
presence on Facebook. With 83,000 likes, the content the communication department decides to posts must cater to
a passionate audience: cancer patients, doctors, students and those whose family and friends are affected by cancer.
MD Anderson’s Facebook content consists of:
• Patient Success Stories
• Community content, patient photos
• Patient Care tips
• Clinic news
• MD Anderson research
• Educational announcements and spotlights
University of Texas MD Anderson Cancer Center
Features to ConquerS T E L L A R E X A M P L E S O F FACEBOOK BUSINESS PAGES
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MD Anderson’s social community is
educated, concerned and hungry for
information. Posted content (3x per day)
often garners several likes, shares and
enthusiastic, supportive comments. Users
post on MD Anderson’s page to share
their satisfaction, disdain or questions.
This isn’t a brand or business page
motivated by sales. This is a hospital dealing
with life-or-death concerns of
a community.
Because MD Anderson’s content is
helpful to so many people, it has issued
a disclaimer in the about tab outlining
community guidelines. Content and links posted by its community are not endorsed by the hospital. In fact,
community engagement is so high the hospital has to draw a line between official MD Anderson content and
user-generated content.
Features to ConquerS T E L L A R E X A M P L E S O F FACEBOOK BUSINESS PAGES
Peterbilt is of the most recognizable, premium truck manufacturers in the U.S. It offers a variety of
truck models for different occupational purposes and can commonly be seen on highways, construction sites
and logging roads. Peterbilt has an established brand presence in the trucking community, and its Facebook
Page reflects its popularity.
Peterbilt has 51,000 likes, yet only posts an average four to five updates per month, which seems to be an
adequate social strategy for their audience: truckers, truck enthusiast, mechanics and automotive engineers.
The company updates consist of:
• New product features and spotlights
• Company news and events
• Throwback photos of historical, discontinued trucks
• Shared, relative content (Peterbilt featured in outside publications)
• Community engagement (“Good morning Peterbilt Nation!”)
Peterbilt
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Features to ConquerS T E L L A R E X A M P L E S O F FACEBOOK BUSINESS PAGES
The most outstanding social media tactic employed on Peterbilt’s page is an emphasis on images of Peterbilt trucks,
old and new. Images are an easy way to share the company’s historical narrative of truck manufacturing. They are
easily consumed by the Peterbilt audience, thus encouraging engagement and propelling the reach of the post.
Indeed, #ThrowbackThursday can be powerful tool when it comes to social storytelling.
This type of community engagement works well if you have passionate brand advocates who love your product.
It feels like Peterbilt, the company, is reaching out to its followers for a one-on-one conversation, reciprocating
community loyalty with acknowledgement. Imagine if your favorite brand reached out to you? Would you say
hi back? It’s simple, and it works.
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Features to ConquerS T E L L A R E X A M P L E S O F FACEBOOK BUSINESS PAGES
ANOTHER NOTICEABLE PART OF PETERBILT’S STRATEGY IS THE TEXT-ONLY COMMUNITY OUTREACH:
Jive Software is one the most profitable SaaS companies in the U.S. It provides a “social business solution” to large businesses that want to maximize their efficiency through software designed to connect, communicate and collaborate with everyone in the user company.
With 10,000 likes, Jive’s Facebook page
can be commended for employing smart
social media practices. Upon visiting, its
obvious the graphic design team works
in tandem with its social admins. Jive’s
marketing messaging stands out thanks
to well-designed, sponsored graphics
(posted at least once per day). These
graphics usually accompany a link to
Jive’s community blog. However, Jive
noticeably neglects the native link-share
Facebook offers, choosing instead to post
large, attention grabbing visuals and a
shortened hyperlink.
Note: The reach of Jive’s posts could be impaired due to the preference of the larger custom graphic over the native link-share feature. The limited engagement could be a reflection of that decision.
Jive Software
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Features to ConquerS T E L L A R E X A M P L E S O F FACEBOOK BUSINESS PAGES
W H Y I N V E S T I N FAC E B O O K M A R K E T I N G ?
Facebook is the world’s largest social network. Businesses should consider if this is the right channel to reach their target audiences and tap into the platform’s more than 1 billion users.
Transparency is another reason to consider investing time into
marketing via Facebook. A strong presence on this channel shows
visitors and fans your business is active and engaged. Your business’
Facebook behavior reinforces your brand, encouraging trust and
approachability.
Please note, no business should be entirely rooted on Facebook. Diversify your channels. Facebook is just one tool in the digital marketing toolbox!
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