Doing  Business  Socially   on  Facebook

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You have a business with a Facebook page, you’ve been posting, but you don’t have any comments and likes... !

What do you do now?

Social media is NOT A FREE ADVERTISING PLATFORM !

Relationships are key. People expect to be treated like individuals !

People connect with you through the content you produce and share !

The payoff may come later than sooner. Position your brand to be top of mind

What’s  the  ROI  of  social  media?

The ROI of social media is your business will exist in 5 years. !

—Gary Vaynerchuck

Now, what does this all look like?

The  80/20  rule

20% marketing

80% being “social”

Outreach and engagement

Facebook  Algorithm

Edge Rank (affinity, weight, time) still relevant, but added layers 97% of your fans will NEVER return to your wall! Fan engage with your page through the content you post, and that they see on their News Feed Facebook’s algorithms seek to move the most “relevant” content to the top of people’s News Feed

Facebook  Algorithm:  AffinityThe relationship between the fan and the page The more a fan has engaged with a page, the more likely its content will show on that fan’s News Feed When friends interact with pages often, their actions with that page may appear Relationship settings also a factor

Facebook  Algorithm:  WeightDifferent types of posts (vehicle) rank higher, but are not the only factor in showing in the News Feed Photos are proved to rank higher New algorithms don’t look at global interactions (among fans), but also what kinds of posts friends of fans interact with

Facebook  Algorithm:  TimeThe longer a post is on the home feed, the more it “decays” Average life span is 24 - 48 hours

Facebook  Algorithm:  New  ChangesHide Post/Spam Reporting Device and Technical Considerations Ad History Story Bumping & Last Actor

Find and build your audienceOutreach

Outreach Find  and  build  your  audience

Show interest in others first

Invite your current contacts

Launch with a bang!

It’s about quality not quantity

Outreach Find  and  build  your  audience

Show interest in others first • Like other pages• Who?

• Competition, influencers, customers, journalists & bloggers, hashtags

• [worksheets]

Outreach Find  and  build  your  audience

Invite your current contacts • Send out an email• Invite via email on Facebook• Invite your Facebook friends

Outreach Find  and  build  your  audience

Launch with a bang! • Sweepstakes & giveaways• Use 3rd party App to manage

• Wildfire, Shortstack, NorthSocial, OfferPop, Strutta

• Resource linksh"p://www.socialmediaexaminer.com/facebook-­‐promo8ons-­‐what-­‐you-­‐need-­‐to-­‐know/  

https://andreavahl.com/facebook/how-to-run-a-successful-facebook-contest.php

Outreach Find  and  build  your  audience

It’s about quality, not quantity • The tipping point

• 500-1000 likes• Using Facebook Ads to grow

relevant fans• Timeline—pay to play

The value of a conversationEngagement

Have conversations

Share content from others

Share original content

Include a clear call to action

Be open and transparent

Don’t forget your manners

Engagement The  value  of  a  conversation

Engagement The  value  of  a  conversation

Have conversations • Spend time in your home feed• Liking• Commenting

Engagement The  value  of  a  conversation

Share content from others • Share from your home feed• Share external links and tag• Post varied content

• Photos & videos get the most responses

Engagement The  value  of  a  conversation

Create original content • Photos, videos, blog posts• People respond to opinion and

expertise• Positions you as industry

leader• Generates biggest ROI

Engagement The  value  of  a  conversation

Include a clear call to action • What do you want them to do?• Read? Comment? Like?

Engagement The  value  of  a  conversation

Be open and transparent • Allow both customer

complaints and praise • Open your wall for comments

and pictures• Share from “posts by others”• Post as yourself?

Engagement The  value  of  a  conversation

Don’t forget your manners • Treat people how you want to

be treated• Please and thank you• Response time

Tools to help you get ‘er doneFacebook  Mechanics

Facebook  Mechanics Tools  to  help  you  get  ‘er  done

Scheduling in Facebook

Maximizing Events

Building Custom Apps

Facebook Ads

Facebook Insights

What’s New

Facebook  Mechanics Tools  to  help  you  get  ‘er  done

Scheduling in Facebook • Use images whenever possible• Tags are preserved• Don’t schedule too far in

advance• Manage in “activity log”

Facebook  Mechanics Tools  to  help  you  get  ‘er  done

Maximizing Events • Fill out info completely• Upload event cover image

(new feature)• Invite your personal friends!• Make regular updates

Facebook  Mechanics Tools  to  help  you  get  ‘er  done

Building custom Apps • ShortStack• Instagram App (Stati.gram)• Apps within Facebook• Customize the thumbnail and

text below

Facebook  Mechanics Tools  to  help  you  get  ‘er  done

Facebook Ads • Promoted posts• Promote the page• Targeted Ads

Facebook  Mechanics Tools  to  help  you  get  ‘er  done

Facebook Insights • Check often• Demographics• Like sources• Analyze post stats• Engagement rate

Facebook  Mechanics Tools  to  help  you  get  ‘er  done

What’s New • Who Posted (Feb 20, 2014)

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Keep  in  touch!

Wahine Media web: wahinemedia.comblog: wahinemedia.com/wahineblogfacebook: facebook.com/wahinemediatwitter: @wahinemediaphone: 808 744-9269!!!!Gwen Woltz @gjwahine !!Download this slideshow:http://slideshare.net/wahinemedia