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Facebook Best Practices
Facebook is the“Rolodex of the Internet”
6 Things We’ll Cover
1) The 3 faces of facebook2) Preparing your Page3) Content to Post4) Monitoring/engagement5) Ads: pay-to-play time6) Tips and new stuff
The 3 Faces of Facebook
Personal Profile Facebook Page Facebook Group
Today’s focus:Your hospital/clinic Facebook page
Personal Page Group
First stop…Privacy Checkup!
Groups vs. Pages? Which to use?
Groups vs. Pages? Which to use?
Groups vs. Pages? Which to use?
Groups vs. Pages? Which to use?
Groups vs. Pages? Which to use?
Facebook Group (closed)
Facebook Group (there’s an App for that!)
Preparing Your Page
Align goals with marketing objectives Your audience?
Current patients? Potential patients? Both? Decide: hospital page vs. service line page Commit resources Identify natural communities Use high resolution logo and header photo Get yours! Facebook.com/YourNameHere
Preparing Your Page
Great Profile and Cover Photos
Claim your nameat Facebook.com/Username
Who are you?
Content to PostDevelop a strategy for posting. Create categories of what to post Have a content calendar Use page insights for timing
Remember, your time zone is not the only time zone.
Best Practices
Create categories to organize content. Health and wellness tips Treatment options (video, blog, website) Research updates (clinical studies, published
studies) News (within your organization) Patient Stories Health events in the community
Content: Think about now…
Content: Go Big or…
Content: …go home.
Content: Think Mobile
PeopleAreMobile ….and in a hurry!
Content: Get Graphic
Best Practices
Pay attention to sizing specs:
Facebook.com/PagesSizesDimensions
Best PracticesMaximize engagement by:
Pinning posts to top of timeline Using Facebook as your page* Liking and commenting on other pages’ posts Regularly updating cover photo (Billboard!!)
THINGS YOU DON’T WANT TO DO. LIKE IF YOU AGREE. ALL CAPITALS in your posts Overuse “like and share” Like your own posts
*New feature, stand by for more!
Monitoring / Engagement
We post this:
Monitoring/Engagement
And thishappens:
Monitoring/Engagement
So we do this:
Understand Page Roles for Managers
Monitoring/Engagement
Quick reference sheet: At least 3 admins (don’t get locked out) Someone in charge of monitoring Reply in timely manner (within 24 hours) Like comments, say “thank you”
Ads: Pay-to-PlayIf you have 5,000 “Likes” on your page, only a small percentage see your post.Regarding Organic reach:
April 2012 – 16% February 2014 – 6% Future – 1-2%
“On a given day, when someone visits their news feed, there are an average of 1,500 possible stories we could show.”
Facebook Reach
Organic: your fans who actually see your post Viral: fans share your post – and it
takes off! Paid $$$
Organic reach plummeting
Facebook Ads Manager App on iOS
3 Ways You Can Pay-to-Play
1) Boost Post2) Promote Page3) Send to website
Set a budget Cancel at any time
Pay-to-Play…it’s easy!
Boost Post
Boosted Post: Desktop Preview
Boosted Post: Mobile Preview
Promote Page or Website
Check Yo’Self…
Tips and New Stuff
There’s a mobile app dedicated to interacting with Facebook Pages and also Groups! Great image editor/filters built-in
You can embed Facebook Posts (blogs, your website!)
There’s a mobile app dedicated to managing Facebook Ads.
#BiggestProblem being a FB Page Manager?
Facebook wants to be the Internet
#BiggestProblem
#BiggestProblem…resolved
And #OneMoreThing:Essential for any and all
healthcare communication:Patient privacy!
Questions?
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