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@aaronfriedman 1
@aaronfriedman 2 Where do we start?
@aaronfriedman 3
Pros
1B Users
Engaged Audience
52.1% of sharing on
web*
Cons
1B Users (hard to
target)
Random
Conversation
Visibility of posts
Source:
http://www.newfangled.com/stuff/contentmgr/files/1/70d53cfaa2a8fc29fdd7
b7b56a2510d3/misc/facebook_copy.jpg
@aaronfriedman 4
Different way of finding content
@aaronfriedman 5
Facebook vs. Google on Information Discovery
Searching
vs. Engagement
@aaronfriedman 6
SERPS Are Also
More Social
Than Ever
@aaronfriedman 7
Its already happening
on Bing
BECOME ONE OF THESE PEOPLE!
@aaronfriedman 8
Frictionless Sharing Verbs Action Attribution
https://developers.google.com/+/api/latest/activities
http://ogp.me/
@aaronfriedman 9
Sometimes
It Feels Like
FB is Out to
Get Us
@aaronfriedman 10
Its also
pretty
addictive
@aaronfriedman 11
Has the
Power to
Mess
with your
Mind
@aaronfriedman 12
And
Share the
Faults of
Stupid
People
@aaronfriedman 13
Srsly,
Lots of
them… See :
http://failblog.cheezb
urger.com/failbook
@aaronfriedman 14
But its
also
REALLY
Useful
@aaronfriedman 15
And can
Help Get
Your
Message
Across
@aaronfriedman 16 How Do We Ensure Its Useful and Not Stealing our Lives?
@aaronfriedman 17
Two Barriers
To Overcome
@aaronfriedman 18 18
Let’s Improve Reach
• Factors of reach
(Edgerank)
• Growing Audience
size
• Off Facebook Factors
(for better
engagement)
@aaronfriedman 19
Facebook is Social. Social is About Passion.
No Passion = No Social
@aaronfriedman 20
What is edge Rank
@aaronfriedman 21
Grow Audience Just pay Mark
Don’t be afraid to
buy some ads to
further target your
audience.
… Zuckerberg?!??!?
@aaronfriedman 22 http://www.businessinsider.com/facebook-changed-edgerank-algorithm-to-hurt-advertisers-2012-10
“We’re continuing to optimize the news feed to show the posts that people are
most likely to engage with, ensuring they see the most interesting stories. This
aligns with our vision that all content should be as engaging as the posts you see from
friends and family.”
Facebook Said
Now you kinda
have to use the ad
market… WELP! 45% September 21: Average
Decrease in Organic Reach
@aaronfriedman 23
Despite That, It’s Still Useful
Use Advertising tool (facebook.com/ads/create/)
@aaronfriedman 24
Cost: $0.15 per fan
(for first 50K fans)
Total spent $10,000
@aaronfriedman 25
Posts about products on Bass Fishing Favorites
2M Impressions To MTB Products
1k Paid Subscribers
26k+ Facebook Subscriptions to MTB
@aaronfriedman 26
Tools to Streamline & Advanced Targeting
facebook.com/ads/create/
@aaronfriedman 27
Quantity vs. Quality
But Don’t forget the Quality
@aaronfriedman 28
Welcome to the Open Graph
@aaronfriedman 29
And
It’s the difference between
Well
Optimized
WUT?!?!
@aaronfriedman 30
Let’s look at that closer
HOLY S#!T…
Is That the
Triforce?!?!?
@aaronfriedman 31
The Good
This Image comes directly from the
post
Description clearly explains what the article is
about, and it speaks to my audience, people I
am connected to.
Title is exactly what I wanted to
it be & not truncated
@aaronfriedman 32
The Bad (Not Optimized)
This is John Bell, Global Managing
Director at Social@Ogilvy. Not Brian Solis
Description has nothing do to with the
article.
Truncated
@aaronfriedman 33
The Ugly (How Posts Look)
No Image
Not
Utilizing
Character
lengths
Non
informative
Description
@aaronfriedman 34
<title>Once upon a time in a land far away is a stoy about…</title>
<meta name='description' content=title> Because you didn’t optimize this, we will put whatever we want here from the post. ha ha…'/>
<meta property='og:title' content=‘ '/>
<meta property='og:description' content=‘ '/>
<meta property=‘og:image’ content=‘ />
Is Facebook Special???
@aaronfriedman 35
Open Graph Optimization
Og: Title ~ 95 Characters
Og: Description ~ 297 Characters
Sample of 300 Webpages
<meta property='og:title' content=‘ '/>
<meta property='og:description' content=‘ '/>
<meta property=‘og:image’ content=‘ />
@aaronfriedman 36
Big shout out to @ipullrank for helping me build this tool
Open Graph DIY Optimization
Bookmarklet which gives you a peak at how
Facebook renders each post and ensures you are
hitting the proper criteria.
http://ipullrank.com/open-graph-helper
@aaronfriedman 37
1. Be passionate about what you post and make quality content
2. Don’t be afraid to invest a bit of money to grow your fan base.
3. Open Graph tags are your friend, and crucial to the user experience.
Re-cap
@aaronfriedman 38
@aaronfriedman 39
Aaron Friedman SEO Manager at
www.digitalhighrise.com
@aaronfriedman
+