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Facebook Tips, Tricks, & Best Prac3ces
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Introduc3on Understanding The Feed Housekeeping Do’s and Don’ts Content Ideas Ge@ng ABen3on
Contents
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Facebook can be complicated, but successfully managing a page becomes a lot easier thanks to simple changes you can make in your content strategy. This guide will show you how to improve your Facebook posts and go from “stressful” to “social.”
Introduc3on
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Facebook has been studying the way we interact with content in our feeds for years. Just like how our habits and preferences online change overBme, Facebook changes the quality and quanBty of content it displays in the feed. While it’s frustraBng to know that most posts only reach around 10% of fans, prioriBzing the types of content and fan interacBons the current algorithm favors will help increase feed impressions.
Understanding The Feed
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What’s In? Using link-‐shares Pos0ng news
Favoring comments over likes Tagging other relevant pages
Crea0ng event pages Video content
Understanding The Feed
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What’s Out? Using photos for every post
“Like-‐bait” Frequently circulated content Text status posts from pages
Sales language
Understanding The Feed
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What does the feed algorithm look at? Posts geFng a lot of engagement across all of Facebook
Posts that other fans of a page also like Trending conversa0ons
Type of post (text, photo, link-‐share, video) Type of profile (personal vs. page)
Sharability Content source
Understanding The Feed
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deemphasizing markeBng posts
upping the importance of
video
rewarding newsworthy content
replacing search as #1 traffic source
The Newsfeed Recent & Upcoming Changes
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increase focus on driving traffic from Facebook
ensure shareability of content on
other plaTorms
put more thought into posts, make them more
conversaBonal
redouble efforts at TwiVer,
tumblr, and Pinterest
Strategies What to do to capitalize on these changes.
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Analy3cs Facebook Insights are a great way to track the performance of your Facebook page and will help you drive strategic markeBng decisions based on audience behavior.
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Clean up! Take simple steps to improve your Facebook presence and make your page more effecBve.
1. Add a buy link in your About sec0on for easy access. If a Call To Ac0on buSon appears on your Page, also add the buy link here.
2. Use a profile picture with people in it – fans are more likely to pay aSen0on to faces than logos
3. Include new/recent release info in a cover photo – it’s prime real estate!
4. Add a concert app (Bandsintown or Songkick) to make sure fans can always find tour dates without digging through old posts
Housekeeping
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Before making a post on Facebook, ask these quesBons: Is this content... ü …relevant to my page? ü …0mely? ü …from a trusted source or safe website? ü …interes0ng enough for others to share?
If these are all yesses, then you’re ready to post! The following slides have Bps for improving your
updates.
Do’s and Don’ts
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DO… Tag other pages menBoned in your posts. If your content is relevant to fans of the other pages, Facebook may show your post in those fans’ feeds. Tag other arBsts, fesBval names, venues, retailers, and websites/blogs/magazines.
Do’s and Don’ts
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DON’T… Introduce unrelated tags to try to reach other pages’ fans. Spam tacBcs won’t work here, as Facebook’s algorithm is looking solely for relevant content to share.
Do’s and Don’ts
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DO… Use link-‐shares. Facebook’s focus on making the feed a beVer news source for users means their algorithm now favors links.
Do’s and Don’ts
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DON’T… Delete link-‐share info and use a text URL. Keep the automaBcally populated info!
Do’s and Don’ts
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DO… Share important news across mulBple plaTorms. Some people like TwiVer, while some are always checking Instagram. Having info on every plaTorm extends your reach and keeps you from missing fans.
Do’s and Don’ts
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DON’T… Sync all your services together to post from one source. Social networks don’t all communicate the same way. Prevent broken tags, poor formahng, and useless links by taking a few extra minutes (just a few!) to make separate posts.
Do’s and Don’ts
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DO… Post about individual shows. Tag the venue to increase post reach.
Do’s and Don’ts
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DON’T… Share show posts with everyone. Geotarget by city or state to make sure fans see content that’s relevant to them. GeotargeBng will let you be more specific with your copy and avoid cluVer.
Do’s and Don’ts
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DO… Join or create conversaBons by tracking trending topics and using relevant hashtags.
Do’s and Don’ts
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DON’T… Go overboard on the hashtags. Limit it to one per post and only use hashtags that are relevant, like an album Btle used throughout your markeBng campaign or a common hashtag like #tbt.
Do’s and Don’ts
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DO… Interact with fans. Use the “reply” feature to answer fans within 24 hours. Ignoring comments can create possible anger or disappointment.
Do’s and Don’ts
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DON’T… Use Facebook like TwiVer. Spread posts out and have disBnct purposes for making them. Contain conversaBons with fans to the comments secBon of a post.
Do’s and Don’ts
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DO… Tease video naBvely on Facebook and link to full video on YouTube or website.
Do’s and Don’ts
Post 30 seconds of the video.
For instance, an embed of the video on your site.
Use the CTA feature to drive traffic off Facebook.
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DON’T… Rely on text and photo posts alone to engage your audience. Video posts can auto-‐play and will stand out more in the newsfeed.
Do’s and Don’ts
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DO… Replace retail/sales posts with videos. What’s beVer than telling fans to go to Best Buy? Going to Best Buy yourself, gehng it on video, and gehng Best Buy to share that video on Facebook.
Do’s and Don’ts
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DON’T… Simply tell fans to go buy your record with text and a link to the retailer. Facebook has de-‐emphasized the markeBng post, so these posts are appearing less in the newsfeed.
Do’s and Don’ts
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DO… UBlize the Buzzfeed model when creaBng Facebook videos.
Do’s and Don’ts
HD Video Uses Text Engagement
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DON’T… Rely on a video’s audio to engage fans. Videos uploaded to Facebook can auto-‐play without sound.
Do’s and Don’ts
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DO… Ensure that websites can share to Facebook and TwiVer well.
Do’s and Don’ts use proper Open Graph Tags hVp://developers.facebook.com/docs/sharing/best-‐pracBces#tags
share links to premieres rather than capBon photos hVp://newsroom.r.com/news/2014/08/news-‐feed-‐fyi-‐click-‐baiBng/
allows for beauBful, full-‐image posts
opBmize images on your site hVp://developers.facebook.com/docs/sharing/best-‐pracBces#images
ensures a full-‐size shared image
preview your shares with the debug tool hVp://developers.facebook.com/tools/debug
make use of TwiVer cards on your site, too hVp://dev.twiVer.com/cards/overview
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DON’T… Post content without opBmizing it for the plaTorms you’re sharing it on. Great looking content will be more engaging and will ulBmately be more share-‐able. Use Facebook’s debug tool to reveal potenBal issues:
Do’s and Don’ts
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DO… Use the link format when premiering with media partners.
Do’s and Don’ts
Facebook rewards newsworthy content
copy and context plus large picture and headline
users click on these more than status links or photo capBons
enBre area is clickable; beVer for mobile users
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DON’T… Post a bare link or a photo with a link in the capBon. Rich link posts are clicked on at twice the rate of capBons and plain links.
Do’s and Don’ts
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DO… Drive email subscripBon and app downloads when possible.
Do’s and Don’ts
DRIVE FANS TO YOUR WEBSITE, EMAIL, AND APP
the most control over your messaging
the most access to your data
future-‐proof against major changes to third party
plaTorms like the Facebook Newsfeed
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DON’T… Rely on driving traffic to other social media. These desBnaBons are prone to change and the audiences you build there may become difficult to access. Instead, drive fans to a hub that you control.
Do’s and Don’ts
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DO… Create Facebook event pages for important events. • Fans will be alerted when
there is an event near them and again as a reminder when the date gets closer.
• Fans can also see which of their friends are going as well as invite friends that may be interested.
Do’s and Don’ts
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Coming up with Facebook content is the biggest struggle for most ar0sts and their teams. We have ways to beSer plan and prepare for your Facebook posts.
Content Ideas
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Make a schedule
SBcking to a rough content schedule keeps your opBons from gehng overwhelming
Content Ideas
M T W R F S Su
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Never doubt that you’re interes0ng Fans want to know about you. Having something to post on Facebook can be as easy as: • Photos of gear • A cross-‐posted Instagram video from the van/bus • A link to a favorite song or video with a liVle
background on why it’s important/influenBal
The next slides have a list of different op0ons for when you’re stuck…
Content Ideas
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Content Ideas Photos / Images Audio Video
Album / single art Video sBlls Merch Venue during soundcheck Backstage Gear Screenshots of tracking Crowd at a show – encourage fans to tag themselves!
Free download In-‐feed track stream (by sharing from Official.fm, Soundcloud, Bandcamp, etc.) SpoBfy themed playlists; setlists, riding in the van, songs that inspired the new album etc. Recorded greeBng / update
Short announcements Album Trailer Music Video Teasers Answers to fan quesBons Backstage tours Studio tours AcousBc versions of songs
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It has become increasingly important to use na0ve Facebook video content. Some things to keep in mind: 1. When Facebook's algorithm decides what to show on
people’s news feeds it gives preference to naBve video content.
2. Majority of Facebook video views happen on mobile devices.
3. Facebook videos can now be embedded. This allows users to share content that will contribute to original video’s views and comments. In doing so, Facebook's algorithm will be alerted and can extend the videos reach.
Content Ideas Facebook Video
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• Schedule videos to automate your content calendar – When video is uploaded click the
arrow next to “Publish” and choose “Schedule Post” from there you can select the date and the Bme.
• Set expira3on date – If an expiraBon date is necessary for
your video, once the video has expired it will no longer be available on your Bmeline or anywhere else. This feature may come in handy when there are licensing restricBons.
Content Ideas Uploading Facebook Video
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• Facebook videos automa3cally play on users newfeed without sound. Adding cap3ons will help capture fans aBen3on un3l the sound is turned on. – On computers, users can choose to turn capBons on by
clicking “CC” at the boVom right corner. Mobile Facebook video users will automaBcally have capBons if the device is on mute.
Content Ideas Add cap0ons To Facebook Video
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• Find your video library under “Publishing Tools” at the top of the arBst page. This is where you can manage and edit all videos.
Content Ideas Managing Your Facebook Videos
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Facebook Live is a unique feature that can help arBsts directly connect with fans. Fans are able to watch and interact with real-‐3me video that will broadcast through your Facebook profile. Ways to uBlize this feature: • Take fans behind the scenes of a concert, in
the recording studio, at a photo shoot or while making a music video.
• Host a fan Q&A. • Host a listening party for your new album
release. Answer fan quesBons while they hear the album for the first Bme.
Content Ideas Facebook Live
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Pinning content on your page helps posts get noBced and stay noBced. It will keep your post at the top of your page for up to 7 days making it the first post fans see will see.
Ge@ng ABen3on Pin Important Posts
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Promo0ng Posts If you want to reach all of your fans on Facebook, you’re going to need to pay to promote your content. Consider boos3ng your most important posts (think pre-‐orders, buy links, and major asset premieres – posts that are likely to convert to purchases) with a small budget to increase reach.
Ge@ng ABen3on
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To Boost a post: 1. Go to a post you’ve created and then click “Boost
Post” in the lower right corner. 2. Choose your audience and budget and how long you
want the boost to be live. 3. Choose payment method. 4. Click “Boost Post” and you are good to go!
Ge@ng ABen3on Promo0ng Posts
twiVer.com/orchtweets
facebook.com/theorchard
linkedin.com/company/the-‐orchard
The Orchard and its logo are registered trademarks of Orchard Enterprises NY, Inc. All Rights Reserved. All other trademarks not owned by the Orchard Enterprises NY, Inc., its parent or affiliates that appear herein are the property of their respec0ve owners, who may or may not be affiliated with, connected to, or sponsored by Orchard Enterprises NY, Inc., its parent or its affiliates.
Thank You! See you later
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