Facebook have 1.4 billion active users, 4 out of 10.000 users clicks on advertisement. Three pillars of Facebook:
- online reputation management
- conversions: content and ads
- data analytics
Why People use Facebook:
- global reach
- in-house analytics
- easy demographic targeting
Rewards:
- customer base
- accessibility (people regulary check Facebook)
- verified pages (official source of content)
Terminology
- like (reactions)
- share
- profile (personal)
- page (company)
user (individual) | business or brand |
managed by one user | multiple admins |
following public posts | you can like a page to see updates in your news feed |
metrics: none | pages have additional metrics |
Page setup checklist:
- category
- complete business profile
- images
- address
- URL
- website
- contact info
- content
- customer facing marketing
- responsibility for maintaining
Content
- making a post
- how we engage
- text and imagery
- algorithm
What we need for text post:
- content
- action
- honesty
Pitfalls:
- spelling errors
- awkwardness
- irrelevancy
- avoid politics and religion
Goals for putting images: product launch and improving visibility of a product. Criteria for images:
- have logo
- quality
- ad copy
Content creation questions:
- reason to post
- action
- who is posting it
- who I am trying to reach
- why using Facebook instead of other platforms
- image, can I inlcude it?
Share 3rd party content only when time and resources are limited. Screen your posts! Watch for competitors (don’t share that content), inappropriate content and other red flags.
How Facebook selects content? Previously used EdgeRank based on affinity, weight and decay. Now has 100.000 ranking factors with machine learning.
Advertising on Facebook
Similar to paid advertising on other platforms:
- bidding process
- call-to-action button
- the future is paid!
Analysing Facebook through Facebook Insights. What can we analyze and why is this important. Top tips:
- analyse data
- manage your comments
- listen to your audience
- engage
- tailor your content
- strategize
- integrate and self-promote
- manage your reputation