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Using Social Media to Power Your Cause & Your Candidates

Presented by Christine HalvorsonHalvorson New Media

My social media “cred”…

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May 2, 2005

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

You’ve got 424 what…?!


What you’ll learn todayThe basics of Facebook Increasing # of fans A tiny bit on Facebook PAID

advertising options

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Is the "why" one necessary?

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Whatever I say today will be outdated by the time you go out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 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

Why use Facebook?Your

candidate or cause here

People will see you as they drive by

Reason #2

We like what our friends like

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It’s word-of-mouth/we like what our friends like

Reason #4

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move


Your goals?

Get people to LIKE your Page.

This is the equivalent of

SUBSCRIBING to your newsletter, etc.


Starting your Facebook Business Page


Before you begin

Have a strategy Have a "policy"


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


On with the show!

People have PROFILES

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PROFILE


This is YOUR newsfeedEveryone’s is different depending on their friends & the businesses they’ve “liked”

To infinity…and beyond

NEWSFEED

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uPDATE SCREEN SHOT


STATUS UPDATE

POST


Your goal… Business

Business

Friend


Personal Profiles are different than

Business Pages

PAGE

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We “like” a business & “friend” a person

But to be a business, you must be a person first

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Review for design

HalvorsonNewMedia.com 49Most should choose this option

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review for design


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review for design


Upload a business logo or a photo of you

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review for design


Add a short description of your business or use your tagline

Add your website or other…

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review for design


Fill in “About”

Name your page (a unique Facebook web address)

You get 1 chance to change this

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research=--is this true?


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


Everyone has opportunity to invite friends to any Page


Using the “COVER PHOTO” strategically

COVER PHOTO


Profile Cover


Use the landscape wisely

Cover photo is 70 percent of the “real estate” – the visible area –

on that page


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is this in BEGINNER? iT NEEDS TO BE

Job #1: Building a fan base[Number of “Likers”]


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Tactics for gaining Fans

On your status updates, conclude

LIKE, COMMENT OR SHARE…


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…


Take every opportunity to engage

Respond when others do

Answer their questions Acknowledge their

contribution Strive for two-way

communications

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Here’s the key to successful posts…

Don’t be boring

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Types of posts…

Text onlyText with a link to something elseText with a photoText with a link and a photoText with a video

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When to post? How often?


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

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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

http://www.socialbakers.com/blog/147-how-often-should-you-post-on-your-facebook-pages

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SCHEDULING

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Facebook’s built-in clock

QUESTIONS?

Paid options...

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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


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)


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fix slide to make this bigger


Upload photo of your choice or banner


Add text

Your objective


Too broadChoose your audience…1) Location, plus2) Age

All of U.S. on FB = 185.million!


Too narrow


This could reach 6000

Just right!


More demographics


Interest targets

Use sparingly


Set your budget—Daily or lifetime

$5 a day won’t get ALL 6,000


Less $


More $


NEWSFEEDMOBILE RIGHT


Right side ads don’t work if people don’t know you yetNews feed is best


Search for “Ads Create Tool” within Facebook or Ads Manager

or Power Editor (all work)


Spent $5, got 310 sets of eyeballs


Continuous reporting/daily details

Click onto the line to get total


Some best practices…


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

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A close-up of a face is best

• If using stock photos shouldn’t be “too” professional• Take your own!


Call to Action!!!

Click hereOrder hereSign up today

Tell reader what to do


Boosted posts…

Find best posts from past in Insights


After running a successful ad…

Make sure your Page is populated with interesting

posts, relevant to the reader and helpful to your

cause


LIKE HalvorsonNewMedia for updates

Go to: https://www.facebook.com/HalvorsonNewMedia

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