Post on 10-Apr-2017
HalvorsonNewMedia.com 1
Using Social Media to Power Your Cause & Your Candidates
Presented by Christine HalvorsonHalvorson New Media
My social media “cred”…
HalvorsonNewMedia.com 6
7
May 2, 2005
HalvorsonNewMedia.com 8
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…?!
HalvorsonNewMedia.com 2
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Whatever I say today will be outdated by the time you go out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
HalvorsonNewMedia.com 10
HalvorsonNewMedia.com 11
HalvorsonNewMedia.com 13
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
HalvorsonNewMedia.com 23
Why use Facebook?Your
candidate or cause here
People will see you as they drive by
Reason #2
We like what our friends like
26
It’s word-of-mouth/we like what our friends like
Reason #4
HalvorsonNewMedia.com 28
Your goals?
Get people to LIKE your Page.
This is the equivalent of
SUBSCRIBING to your newsletter, etc.
HalvorsonNewMedia.com 30
Starting your Facebook Business Page
HalvorsonNewMedia.com 33
Before you begin
Have a strategy Have a "policy"
HalvorsonNewMedia.com 34
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
HalvorsonNewMedia.com 35
On with the show!
People have PROFILES
36
PROFILE
HalvorsonNewMedia.com 37
This is YOUR newsfeedEveryone’s is different depending on their friends & the businesses they’ve “liked”
To infinity…and beyond
NEWSFEED
HalvorsonNewMedia.com 38
STATUS UPDATE
POST
HalvorsonNewMedia.com 39
HalvorsonNewMedia.com 41
Your goal… Business
Business
Friend
HalvorsonNewMedia.com 42
Personal Profiles are different than
Business Pages
PAGE
43
We “like” a business & “friend” a person
But to be a business, you must be a person first
HalvorsonNewMedia.com 48
HalvorsonNewMedia.com 49Most should choose this option
HalvorsonNewMedia.com 50
HalvorsonNewMedia.com 51
Upload a business logo or a photo of you
HalvorsonNewMedia.com 52
HalvorsonNewMedia.com 53
Add a short description of your business or use your tagline
Add your website or other…
HalvorsonNewMedia.com 54
HalvorsonNewMedia.com 55
Fill in “About”
Name your page (a unique Facebook web address)
You get 1 chance to change this
HalvorsonNewMedia.com 56
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
HalvorsonNewMedia.com 58
Everyone has opportunity to invite friends to any Page
HalvorsonNewMedia.com 60
Using the “COVER PHOTO” strategically
COVER PHOTO
HalvorsonNewMedia.com 61
Profile Cover
HalvorsonNewMedia.com 62
Use the landscape wisely
Cover photo is 70 percent of the “real estate” – the visible area –
on that page
HalvorsonNewMedia.com 63
Job #1: Building a fan base[Number of “Likers”]
HalvorsonNewMedia.com 49
50
Tactics for gaining Fans
On your status updates, conclude
LIKE, COMMENT OR SHARE…
HalvorsonNewMedia.com 52
But even more important….
Post good content regularly
LKarno.com 54
Fans require care & attention
So, what is GOOD content?
EducateEntertainEngageEnrich+, with luck…
Go viral
Go viral….(shared, commented, liked)
Good content should…
HalvorsonNewMedia.com 56
Take every opportunity to engage
Respond when others do
Answer their questions Acknowledge their
contribution Strive for two-way
communications
LKarno.com 57
Here’s the key to successful posts…
Don’t be boring
LKarno.com 58
Types of posts…
Text onlyText with a link to something elseText with a photoText with a link and a photoText with a video
HalvorsonNewMedia.com
62
HalvorsonNewMedia.com 63
When to post? How often?
HalvorsonNewMedia.com 64
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
65
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
66
SCHEDULING
HalvorsonNewMedia.com
67
Facebook’s built-in clock
QUESTIONS?
Paid options...
HalvorsonNewMedia.com70
HalvorsonNewMedia.com71
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
HalvorsonNewMedia.com72
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)
HalvorsonNewMedia.com 59
HalvorsonNewMedia.com74
Upload photo of your choice or banner
HalvorsonNewMedia.com75
Add text
Your objective
HalvorsonNewMedia.com76
Too broadChoose your audience…1) Location, plus2) Age
All of U.S. on FB = 185.million!
HalvorsonNewMedia.com77
Too narrow
HalvorsonNewMedia.com78
This could reach 6000
Just right!
HalvorsonNewMedia.com79
More demographics
HalvorsonNewMedia.com80
Interest targets
Use sparingly
HalvorsonNewMedia.com81
Set your budget—Daily or lifetime
$5 a day won’t get ALL 6,000
HalvorsonNewMedia.com82
Less $
HalvorsonNewMedia.com83
More $
HalvorsonNewMedia.com84
NEWSFEEDMOBILE RIGHT
HalvorsonNewMedia.com85
Right side ads don’t work if people don’t know you yetNews feed is best
HalvorsonNewMedia.com86
Search for “Ads Create Tool” within Facebook or Ads Manager
or Power Editor (all work)
HalvorsonNewMedia.com 87
Spent $5, got 310 sets of eyeballs
HalvorsonNewMedia.com88
Continuous reporting/daily details
Click onto the line to get total
HalvorsonNewMedia.com89
Some best practices…
HalvorsonNewMedia.com90
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
91
A close-up of a face is best
• If using stock photos shouldn’t be “too” professional• Take your own!
HalvorsonNewMedia.com92
Call to Action!!!
Click hereOrder hereSign up today
Tell reader what to do
HalvorsonNewMedia.com93
Boosted posts…
HalvorsonNewMedia.com94
Find best posts from past in Insights
HalvorsonNewMedia.com95
After running a successful ad…
Make sure your Page is populated with interesting
posts, relevant to the reader and helpful to your
cause
HalvorsonNewMedia.com 97
LIKE HalvorsonNewMedia for updates
Go to: https://www.facebook.com/HalvorsonNewMedia