Facebook Changes and What They Mean to You

FACEBOOK CHANGESMichael Cunningham

Social Media Manager, RealPage

RealPage is a registered trademark of RealPage, Inc. This presentation also contains additional trademarks and service marks of ours and of other companies. We do not intend our use or display of other companies’ trademarks or service marks to imply a relationship with, or endorsement or sponsorship f us by, these other companies.

This material is provided for informational purposes only and is not, nor it is intended to be, legal advice. The opinions expressed herein are those of the author and do not necessarily reflect the positions of RealPage, Inc.

About Me• Social Media Manager

(ie., I play on Facebook all day)

• Managing Editor of the RealPage blog network

• Property Management Insider

• Involved with Greyhound rescue.

Agenda• Graph Search• News Feed• Optimizing Content for Graph Search & News Feed

• Test Everything with Insights• Four Ways to Keep Up with Facebook Changes

It’s Not that I Dislike Facebook

Facebook Makes Me Grumpy

This is Not a Deep Dive

GRAPH SEARCH

Graph Search

Graph SearchTyping “Apartments in Boston my friends like” into Google

Graph SearchTyping “Apartments in Boston my friends like” into Facebook

Graph Search Now Includes:• Status updates• Photos• Check-ins• Comments• Location Data

Current Graph Search

New Graph Search

New Graph Search

Advantages to Marketers• Monitoring Facebook posts about events they're running. • Researching product usage. • Identifying content opportunities based on the interest of

their most enthusiastic Facebook Fans.• Tracking brand mentions by influencers.• And lots and lots of other things!

NEWS FEED

Facebook News Feed

Facebook News Feed

Story Bumping

How Story Bumping Works• Used to be Called Edge Rank• News Feed algorithm responds to signals from you:

• The number of likes, shares, and comments a post receives from the world at large and from your friends in particular

• How much you have interacted with this type of post in the past• How often you interact with the friend, Page, or public figure who

posted• Whether or not you and other people across Facebook are hiding

or reporting a given post.

Last Actor

Last Actor

OPTIMIZING YOUR CONTENT AND PAGES

How to Optimize for Graph Search• Make sure your Facebook profile is complete and

accurate• Add geo-targeting data• Post engaging content and get people talking• Grow your fan base• Encourage brand evangelists to share content

Facebook is Like Google

What Counts as Quality Content?• Is this timely and relevant content?• Is this content from a source you would trust?• Would you share it with friends or recommend it to

others?• Is the content genuinely interesting to you or is it trying to

game News Feed distribution? (e.g., asking for people to like the content)

• Would you call this a low quality post or meme?• Would you complain about seeing this content in your

News Feed?

Examples of Bad Facebook Posts• “Click Like if you think daffodils and rainbows are

awesome. Share if you think Unicorns and rainbows are better.”

• Asking inane questions: “Red or Blue?”• Watch out for polarizing subjects: politics, religion, etc.• Tying your Twitter feed to your Facebook Page News

Feed

Examples of Good Facebook Posts• Anything that your target audience will find relevant,

useful, or funny:

• Asking thought provoking questions: “What do you think of institutional players getting into the single-family space?”

• Share best practices• Ask opinions• Photos or memes that deal with subjects important to your

fans• Links to articles, videos, or websites that will help your

audience do their jobs better.

Examples of Good Facebook Posts

How Do You Know It’s Working?

TEST EVERYTH

ING

INSIGHTSTest Everything.

Facebook Insights

Facebook Insights

Overview

Overview

Overview

Likes

Total Page Likes

Net Likes

Where Your Likes Came From

Reach

Post Reach

Likes, Comments & Shares

Hide, Report as Spam, and Unlikes

Total Reach

Visits

Page & Tab Visits

Other Page Activity

External Referrers

People

People Reached

People Engaged

Posts

When Fans Are Online

Post Types

Link Post

Status Update

Status Update

Post Types

All Posts Published

Engagement Rate

Post Details Card

Insights Make Me Happy

FOUR WAYS TO KEEP UP WITH CHANGES

Follow Facebook

• Facebook for Business Pagehttps://www.facebook.com/facebookforbusiness/news

• Facebook Privacyhttps://www.facebook.com/fbprivacy

• Facebook Media Roomhttps://newsroom.fb.com/

Technology & Social Media Websites

• TechCrunch Facebook Tag:http://techcrunch.com/tag/facebook/

• Mashable Facebook Tag:http://mashable.com/category/facebook/

Technology & Social Media Websites

• Social Media Examinerwww.socialmediaexaminer.com

• HubSpot Social Media Taghttp://blog.hubspot.com/marketing/topic/social-media/

Blogs that Follow Facebook

All Facebook

www.allfacebook.com

Inside Facebook

www.insidefacebook.com

Social Media Experts• Mari Smith

www.marismith.com

• Jay Baerwww.convinceandconvert.com

• Christopher Pennwww.christopherspenn.comwww.shiftcomm.com/blog/

• Amy Porterfieldwww.amyporterfield.com

QUESTIONS

THANK YOUmichael.cunningham@realpage.com

Twitter: @RealPageMichael

SlideShare Link: