BREANNA WESTON

BREANNA@DIGITALNATIVESCOACH.COM

(503) 567-8402

Facebook for the Workplace

Why Facebook?

Why Facebook?

● Easy to use● (Potential) Customers● Feedback● Competition● Search Engine Optimization● Cross-promotion● Socially acceptable and expected● Word of Mouth

Why Not?

● Time commitment● New algorithms

Corporate Norms

● Authenticity● Transparency● Engagement● Real-Time Response● Long-Term View

Mining Social Network Data

● Trending Topics● Issues & Trends● Hypertargeting

Statistics

● http://www.statisticbrain.com/facebook-statistics/● http://zephoria.com/social-media/top-15-valuable-

facebook-statistics/

Combo of Old School Marketing

● Comment box● Newspaper ads and coupons● In-store customer service● Watercooler

OBJECTIVE

DESIGN

CONTENT

PROMOTION

ENGAGEMENT

Overview

Objective

Objective

● Business Plan○ Marketing Plan

• SMART Objectives• Time & Money

Example of SMART Objective

● Participate, comment and generate interesting content○ Create a Facebook Fan Page by August 1.○ Post 4 times per week and reply to 100% of the comments and

wall posts. Review on November 1.○ Create a content calendar to organize and track content. And

use content calendar. Review on November 1. ● Syndicate your content and become a resource

○ Create a blog with RSS by August 1. ○ Post 4 times per week and reply to 100% of the comments and

wall posts. Review on November 1.○ Employ trackback and analytics on blog. Review on November

1.

Design

Facebook Pages and Admins

● Pages and all content are public and indexed by Google.

● It is better to create Facebook page through your personal page. The information will not be shared between the accounts.

● Admins can be added and all admins have equal rights.

● You can toggle between being yourself and the admin for the page.

● www.facebook.com/page_guidelines.php

Tour of Facebook Page from Fan View

● Cover Photo● Profile Photo● Page Title, Likes and Talking About● About● Views and Apps● Composer● Pinned Post● Friend Activity● Date Selector

Tour of Facebook from Admin View

● Top Dark Blue Panel – Facebook vs. Title● Admin Panel● Page Info

○ Photos○ About○ Gear○ Apps – shopping cart

● Composer● Posts

Content

How to Post

Schedule or Backdate Location

Schedule Posts

● To view scheduled posts: Edit Page < Use Activity Log

● All times correspond to the current time zone you're in.

Photos

● Add Photo/Video < Create Photo Album.● Pick the image files you want to upload. To pick multiple

photos at once, hold down the Control button on your PC, or the Command button on your Mac, while clicking the image files.

● While your files are uploading:○ Add an album title and description○ Use the audience selector to choose who can see the album (Note: If you

tag people, their friends will be able to see the pictures they’re tagged in)○ Add captions, tags, and locations to photos as each one finishes uploading

● Check the progress bar to see the estimated remaining time for your album upload. Once it's complete, click Post Photos.

Videos

● Add Photo / Video < Upload Photo / Video < select a video file you have on your computer <Post

● Best Format: MP4 ● No more than 20 minutes. ● Go to Video to Edit: Tagging, Location, Time, Delete

Events

● Composer < Event icon < Event● Edit Info < Manage Permissions < Apps < Events <

Go to App <● To message people who are attending an event: go to

the event < gear icon < message guests. ● Go to event to edit, delete, share, edit hosts, export.

Content

● Be authentic, unique and interesting● Respond to comments● Content Calendar - Hootsuite

Content Ideas

● Media – photos and videos

● Tag people (with permission)

● Contests● Coupons● Use events app● Fan of the week● Day of the week- Music

Mondays, Follow Fridays

● Office hours● Polls ● Ask questions● Promote new products● Celebrate holidays● Interesting facts● Jokes and riddles● News● Other people’s content

How Often?

● Shouldn’t post more than once per every 3 hours. ● 1 to 2 times per day ● 2 to 3 times per day

Promotion

● Cross-promotion○ Website○ In-store sign○ Newspaper ads○ Email signature, blog, twitter

● Like and tag other businesses as your business○ Especially those that provide you business. ○ Example – Home improvement store liking contractors that are

customers. ● Facebook Ads● Join via text (need 25 fans to do)● Ask your friends as yourself

Engagement

● Respond to comments● Buddy Media Report

○ Posts 80 characters or less in length have 27% higher engagement rates.

● Post regularly● Vary post types● Engage with other businesses● Multimedia (photos and videos) receives more

comments/likes than regular posts.

Buddy Media Report

● Buddy Media Report● Posts 80 characters or less in length have 27% higher engagement

rates.● Engagement rates are 3 times higher for Posts that used a full-

length URL● Brands that posted outside of business hours had 20% higher

engagement rates● Engagement rates on Thursday and Friday are 18% higher than

other days of the week.● Fans follow instructions well. The simpler, the better.● When running a contest, sweepstakes or other promotional offer,

“softer sell” keywords resonate better with users as opposed to more direct or aggressive language like “contest,” “promotion,” “sweepstake” and “coupon” keywords.

● Posts that end with a question have a 15% higher engagement rate.

FACEBOOK PAGES

Additional Features

Messages

● Edit Page< Edit Settings < Messages● Messages are private between the sender and the admins. ● If enabled, pages may receive messages and then, page

admins can respond. ● Page admins may not initiate a message . ● To access messages, Page Manager. ● You will be notified of new messages in the message icon

and in the admin panel. ● To message people who are attending an event: go to the

event < … (3 dots, next to Edit) < contact guests

Apps

● To manage: Edit Page < Edit Settings < More < Apps ● To find an app's Page from your home page, enter the name of the

app in the search bar. Select the result under the Pages heading. This result is the app's Page. If the app is available to be added to your Page, you'll see an Add to Page link on the lower left-hand column.

● Change order of views and apps. Drop down arrow next to apps. ● Change favorites. Drop down arrow < Pencil icon

● Twitter● Pinterest ● Goodreads● Static HTML

Badges and Buttons

● Badges● Like Button

● Blogs should have an easy to add Facebook icon with link.

● WP < Appearance < Widgets < Follow Me● Blogger < More Options (Drop Down) < Layout <

Add Gadget < More Gadgets < Facebook

Tagging

● To enable: Edit Page < Edit Settings < Tagging Ability

● At this time, only Pages that are categorized as People or Brands & Products can be tagged.○ People can tag Pages in their own photos. They can also tag

Pages in photos posted by their friends and friends of friends. Pages can tag other Pages they have liked in their photos.

○ Tagging a Page in a photo doesn’t change the privacy setting for that photo.

Tagging in Comments

● To tag someone in a comment, start typing their name and options will start popping up in a box. Pick the friend you want to mention from the dropdown menu that appears. The person you tag is notified about the comment if she or he can see the original post. The post will also appear on your friend's timeline.

You can also mention pages, events, groups or apps. If the menu appears and you don’t want to link to a name, just continue typing your comment and the options will disappear.

Milestones

● Milestones are key moments you've decided to highlight on your Page. Milestones are automatically expanded to widescreen and are visible to everyone visiting your Page.

● To add a milestone: Milestone < Add a headline, location, date and details for your milestone <Choose to add a photo < Save

● From anywhere on your Page's timeline, scroll to a spot and click to post a milestone or other type of story to a particular date.

● Milestone photos display at 843 pixels wide and 403 pixels tall. At this time, January 1, 1000 is the earliest date a milestone can have.

Questions

● Questions lets you get recommendations, conduct polls and learn from your friends and other people on Facebook.

● Asking a Question: Click Ask Question in your sharing menu.

● Enter a question, and click Add Poll Options if you'd like to give options. If you want to allow others to add options too, make sure the Allow anyone to add options box is checked.

● Choose who can see your question by using the audience selector, then click Post.

Offers

● Offers are available in beta to a limited number of local business Pages.

● Section III D

Promotions

● Section III E● All promotions must be managed through a third-party

app.● You must not use Facebook features or functionality

(likes, comments, videos, photos, cover photos, etc.) as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a place cannot automatically register or enter a promotion participant. Similarly, requiring someone to share a post or photo in order to enter a promotion is not allowed.

● Facebook features and functionality, such as the Like button, can't be used as a voting mechanism in a promotion.

Limiting Personal Profile

● Personal Profile < Drop Down Arrow in Top Blue Bar < Privacy Settings

● Control Your Default Settings < Friends● How You Connect < Friends of Friends● Profile and Tagging < Friends● Apps, Games and Websites < Public Search < disable

Admin Editor Moderator Advertiser Analyst

Manage Page roles and settings ✔

Edit the Page and add apps ✔ ✔

Create and delete posts as the Page ✔ ✔

Respond to and delete comments and posts to the Page ✔ ✔ ✔

Send messages as the Page ✔ ✔ ✔

Create ads ✔ ✔ ✔ ✔

View insights ✔ ✔ ✔ ✔ ✔

See who posted as the Page ✔ ✔ ✔ ✔ ✔

Privacy

● People visiting a Page can see:○ Posts by the Page that haven't been hidden○ A list of their friends who like the Page○ What their friends are saying about the Page○ Recent posts to the Page made by others

● Page Admins can see:○ All posts by the Page○ Things people have posted to the Page○ The admin panel○ Page insights

● Posts about a Page respect the privacy settings of the people who create them. Page admins won't see posts about their Page that people haven't shared publicly even though people visiting the Page might see them if they're part of the audience the post was shared with. Pages themselves are public spaces, and posts added to a Page's timeline will be visible publicly and are eligible to appear in the Recent Posts by Others box.

Remove User

● When you remove someone from your Page, they'll no longer like it. This is a good option for people you don't want following your Page's posts in their news feeds. However, Pages are public spaces, and people you've removed can choose to like your Page again.

● Admin Panel < See Likes < Gear Drop Down < Remove

Ads and Sponsored Stories

● Ads and Business Solutions● To create an ad● Ad must be approved

Insights

Levels

● Reach = Number of Likes● Engagement = number of wall posts, comments and

likes on specific posts● Advocacy = number who share posts

Insights

● Data Use Policy● Four metrics at the top of your Insights tab allow you to quickly assess the

size and engagement of your audience.○ Total Likes: The number of unique people who like your Page as of the last day of your

selected date range.○ Friends of Fans: The number of unique people who are friends with your fans as of the

last day of your selected date range, including your current fans.○ Talking About This: The number of unique people who have created a story about your

Page during your selected date range. A story is created when someone:• Likes your Page• Likes, comments on, or shares your Page post• Answers a question you've asked• Responds to your event• Mentions your Page• Tags your Page in a photo• Checks into or recommends your Place

○ Total Reach: The number of unique people who have seen any content associated with your Page (including any Ads or Sponsored Stories pointing to your Page) during your selected date range.

Page Posts

● You can get analytics on how many people your post reached, how many people engaged with it, and how many people talked about it with their friends. Learn more about: ○ Reach is the number of people who have seen your post. ○ Engaged Users is the number of people who have clicked anywhere on your

post.○ Talking About This is the number of people who have created a story from

your post. Stories include: • Sharing, liking, or commenting on your post• Answering a question• Responding to an event

○ Virality is the number of people who have created a story from your post as a percentage of the number of people who have seen it.

● Page post data remains available for 28 days after the publish date.

● The Page Insights user interface displays about 500 posts.

Fans

● The Fans tab provides the following information on your fans:○ Gender and Age: The percentage of people who liked your Page

for each age and gender bracket as of the last day of your selected date range. This is based on the data people enter in their profile.

○ Countries: The number of people who liked your Page as of the last day of your selected date range, broken down by country. This is based on the user's IP address.

○ Cities: The number of people who liked your Page as of the last day of your selected date range, broken down by city. This is based on the user's IP address.

○ Language: The number of people who liked your Page as of the last day of your selected date range, broken down by language. This is based on the user's default language setting.

Likes

● The “Where your Likes came from” graph on the Fans tab shows New Likes and Unlikes during a date range you specify.

New Likes are the total number of unique people who have liked your Page each day during your selected date range.

Unlikes are the total number of unique people who have unliked your Page each day during your selected date range.

FACEBOOK PAGES

Additional Features

Messages

● Edit Page< Edit Settings < Messages● Messages are private between the sender and the admins. ● If enabled, pages may receive messages and then, page

admins can respond. ● Page admins may not initiate a message . ● To access messages, Page Manager. ● You will be notified of new messages in the message icon

and in the admin panel. ● To message people who are attending an event: go to the

event < … (3 dots, next to Edit) < contact guests

Apps

● To manage: Edit Page < Edit Settings < More < Apps ● To find an app's Page from your home page, enter the name of the

app in the search bar. Select the result under the Pages heading. This result is the app's Page. If the app is available to be added to your Page, you'll see an Add to Page link on the lower left-hand column.

● Change order of views and apps. Drop down arrow next to apps. ● Change favorites. Drop down arrow < Pencil icon

● Twitter● Pinterest ● Goodreads● Static HTML

Badges and Buttons

● Badges● Like Button

● Blogs should have an easy to add Facebook icon with link.

● WP < Appearance < Widgets < Follow Me● Blogger < More Options (Drop Down) < Layout <

Add Gadget < More Gadgets < Facebook

Tagging

● To enable: Edit Page < Edit Settings < Tagging Ability

● At this time, only Pages that are categorized as People or Brands & Products can be tagged.○ People can tag Pages in their own photos. They can also tag

Pages in photos posted by their friends and friends of friends. Pages can tag other Pages they have liked in their photos.

○ Tagging a Page in a photo doesn’t change the privacy setting for that photo.

Tagging in Comments

● To tag someone in a comment, start typing their name and options will start popping up in a box. Pick the friend you want to mention from the dropdown menu that appears. The person you tag is notified about the comment if she or he can see the original post. The post will also appear on your friend's timeline.

You can also mention pages, events, groups or apps. If the menu appears and you don’t want to link to a name, just continue typing your comment and the options will disappear.

Milestones

● Milestones are key moments you've decided to highlight on your Page. Milestones are automatically expanded to widescreen and are visible to everyone visiting your Page.

● To add a milestone: Milestone < Add a headline, location, date and details for your milestone <Choose to add a photo < Save

● From anywhere on your Page's timeline, scroll to a spot and click to post a milestone or other type of story to a particular date.

● Milestone photos display at 843 pixels wide and 403 pixels tall. At this time, January 1, 1000 is the earliest date a milestone can have.

Questions

● Questions lets you get recommendations, conduct polls and learn from your friends and other people on Facebook.

● Asking a Question: Click Ask Question in your sharing menu.

● Enter a question, and click Add Poll Options if you'd like to give options. If you want to allow others to add options too, make sure the Allow anyone to add options box is checked.

● Choose who can see your question by using the audience selector, then click Post.

Offers

● Offers are available in beta to a limited number of local business Pages.

● Section III D

Promotions

● Section III E● All promotions must be managed through a third-party

app.● You must not use Facebook features or functionality

(likes, comments, videos, photos, cover photos, etc.) as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a place cannot automatically register or enter a promotion participant. Similarly, requiring someone to share a post or photo in order to enter a promotion is not allowed.

● Facebook features and functionality, such as the Like button, can't be used as a voting mechanism in a promotion.

Limiting Personal Profile

● Personal Profile < Drop Down Arrow in Top Blue Bar < Privacy Settings

● Control Your Default Settings < Friends● How You Connect < Friends of Friends● Profile and Tagging < Friends● Apps, Games and Websites < Public Search < disable

Admin Editor Moderator Advertiser Analyst

Manage Page roles and settings ✔

Edit the Page and add apps ✔ ✔

Create and delete posts as the Page ✔ ✔

Respond to and delete comments and posts to the Page ✔ ✔ ✔

Send messages as the Page ✔ ✔ ✔

Create ads ✔ ✔ ✔ ✔

View insights ✔ ✔ ✔ ✔ ✔

See who posted as the Page ✔ ✔ ✔ ✔ ✔

Privacy

● People visiting a Page can see:○ Posts by the Page that haven't been hidden○ A list of their friends who like the Page○ What their friends are saying about the Page○ Recent posts to the Page made by others

● Page Admins can see:○ All posts by the Page○ Things people have posted to the Page○ The admin panel○ Page insights

● Posts about a Page respect the privacy settings of the people who create them. Page admins won't see posts about their Page that people haven't shared publicly even though people visiting the Page might see them if they're part of the audience the post was shared with. Pages themselves are public spaces, and posts added to a Page's timeline will be visible publicly and are eligible to appear in the Recent Posts by Others box.

Remove User

● When you remove someone from your Page, they'll no longer like it. This is a good option for people you don't want following your Page's posts in their news feeds. However, Pages are public spaces, and people you've removed can choose to like your Page again.

● Admin Panel < See Likes < Gear Drop Down < Remove

Ads and Sponsored Stories

● Ads and Business Solutions● To create an ad● Ad must be approved

Insights

Levels

● Reach = Number of Likes● Engagement = number of wall posts, comments and

likes on specific posts● Advocacy = number who share posts

Insights

● Data Use Policy● Four metrics at the top of your Insights tab allow you to quickly assess the

size and engagement of your audience.○ Total Likes: The number of unique people who like your Page as of the last day of your

selected date range.○ Friends of Fans: The number of unique people who are friends with your fans as of the

last day of your selected date range, including your current fans.○ Talking About This: The number of unique people who have created a story about your

Page during your selected date range. A story is created when someone:• Likes your Page• Likes, comments on, or shares your Page post• Answers a question you've asked• Responds to your event• Mentions your Page• Tags your Page in a photo• Checks into or recommends your Place

○ Total Reach: The number of unique people who have seen any content associated with your Page (including any Ads or Sponsored Stories pointing to your Page) during your selected date range.

Page Posts

● You can get analytics on how many people your post reached, how many people engaged with it, and how many people talked about it with their friends. Learn more about: ○ Reach is the number of people who have seen your post. ○ Engaged Users is the number of people who have clicked anywhere on your

post.○ Talking About This is the number of people who have created a story from

your post. Stories include: • Sharing, liking, or commenting on your post• Answering a question• Responding to an event

○ Virality is the number of people who have created a story from your post as a percentage of the number of people who have seen it.

● Page post data remains available for 28 days after the publish date.

● The Page Insights user interface displays about 500 posts.

Fans

● The Fans tab provides the following information on your fans:○ Gender and Age: The percentage of people who liked your Page

for each age and gender bracket as of the last day of your selected date range. This is based on the data people enter in their profile.

○ Countries: The number of people who liked your Page as of the last day of your selected date range, broken down by country. This is based on the user's IP address.

○ Cities: The number of people who liked your Page as of the last day of your selected date range, broken down by city. This is based on the user's IP address.

○ Language: The number of people who liked your Page as of the last day of your selected date range, broken down by language. This is based on the user's default language setting.

Likes

● The “Where your Likes came from” graph on the Fans tab shows New Likes and Unlikes during a date range you specify.

New Likes are the total number of unique people who have liked your Page each day during your selected date range.

Unlikes are the total number of unique people who have unliked your Page each day during your selected date range.