Working Out Your Facebook Strategy

May 11, 2017

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275 7th Ave, Floor 11, New York, NY 10001

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1. Did You Know… 2. Best Practices 3. Facebook Insights 4. Q&A

A G E N D A

Did You Know…

The Good News.

Some Facts: Facebook takes up 22% of the internet time Americans spend on mobile devices

11%

67%

22%

Other

Time Spent on Mobile Devices

Users spend on average 20 minutes per day on Facebook

S O M E M O R E F A C T S :

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Did you know… Videos earn the highest rate of engagement, despite only making up 3% of content

Adding a CTA button can lift click-through rate by 2.85 times

O N AV E R A G E :

Generally speaking: Posts published on Thursday and Friday receive the highest engagement

0

25

50

75

100

Sun Mon Tues Wed Thurs Fri Sat

The Not So Good News.

Your content is seen by 5% of your Facebook fans with organic

reach at an all time low

O N AV E R A G E :

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Did you know… Facebook is introducing new features and product updates weekly, but not all of them are available to brands

Promotional links and content are being highly evaluated by Facebook

when it comes to News Feed placement

S O M E F A C T S :

Best Practices

Create content that will be seen. 1

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Understand the News Feed and how it works• This is why engagement is important

• “Interactions” are weighted more than “likes”

• Take into consideration thousands of factors

• Learns from each user

Publisher Engagement Type RecencyN E W S F E E D V I S I B I L I T Y

= x x x

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Be smart about what you post

• Is this something the community wants?

• Every post affects the next

• Timing is important

Remember who you’re competing with.

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Strive to elicit a response

• Include a call to action where appropriate

• Links are an implied CTA

• Questions, relatable content that makes a user want to tag a friend are ways to elicit a

response without a CTA

Is this something the community wants?

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Brainstorm a video strategy

• Don’t dwell on budget and quality

• Leverage Facebook Live

• Most users watch videos on autoplay with no sound

Remember, videos earn the highest rate of engagement.

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Use strategic boosting

• You can target a post by location, demographic, interest, etc.

• When you boost a post, it will show up in the news feed as “Sponsored”

• Facebook will only spend on users that fit your criteria

A small budget can go a long way.

Always think community first. 2

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Respond to everything• … yes, everything!

• Negative comments are an opportunity to address issues and show the community

that you listen

• Give the same time and attention to positive comments as you would to negative

comments

Remember, all the comments on your page are public.

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Be consistent• Your brand in studio, in emails and on collateral, should carry through to your

social media efforts

• No matter who is responding, it should sound like your brand

• Identify what your brand sounds like; identify language your brand uses (and

doesn’t use)

Consistency is key.

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Feel empowered to own your community• Create a safe environment for your community

• Draft Community Guidelines that will outline the purpose and rules of your

Facebook page

• Do not delete comments (unless they violate your community guidelines)

Your Community Guidelines can go beyond your Facebook.

Learn from the data. 3

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Check-in often

• Find a regular cadence for checking on your social media stats

• Identify the numbers that matter to you and do a weekly/monthly check-in

• Use the findings from each week/month to inform the next week/month

Find a schedule that works for you because without reporting, you can’t

create a strategy.

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Be adaptable and adjust as needed

• Leverage Facebook Insights to learn about your audience, understand what

content is working, find the best times of day for posting, challenge yourself to

better response times, etc.

• Plan your social media strategy in advance but prepare to adapt when the data

tells you to

Facebook Insights

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Actions on Page is the number of clicks on your Page’s contact info and CTA button

Reach is the number of people who have seen any of your Page posts

Engagement includes likes, comments, shares and more

Messages looks at the percentage of message you’ve answered and your response time

Overview

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Pages to Watch lets you compare the performance of your page and posts with similar Facebook pages

Overview

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Days shows which day of the week you get the most reach

Times shows which time of day your audience is most engaged

Posts

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Reach: Organic/Paid shows you how much reach you are getting organically versus how much you get from boosting

Reach: Fans/Non-Fans shows you how many fans were reached versus non-fans

Engagement Rate is calculated by dividing engaged users by total reach

Posts

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People Reached show the people who your post was served to (including non-fans)

People Engaged show the people who liked, commented on, shared or engaged with a post (including non-fans)

People

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Page data exports key page metrics for engagement, like sources and audience details

Export Page

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Export Posts

Post data exports key post metrics for reach, impressions and feedback

Questions?

Thank You!