The ABC’s of Social Media Marketing On Facebook

a workshop for

by

Scott H. Payne

The ABC’s of Social Media Marketing on Facebook

What Is Social Media?

Wikipedia’s definition:

The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Social media are media for social interaction, as a superset beyond social communication. Enabled by ubiquitously accessible and scalable communication techniques, social media substantially change the way of communication between organizations, communities, as well as individuals.

The ABC’s of Social Media Marketing on Facebook

What Is Social Media?

Let’s break that down:

- web-based and mobile technologies- interactive dialogue- social interaction- ubiquitously accessible and scalable communication techniques- change the way of communication between: organizations, communities, and individuals.

The ABC’s of Social Media Marketing on Facebook

Marketing Yourself On Social Media

Marketing yourself on social media is not the same as traditional channels, some key things to bear in mind:

- Building relationships and community- Establishing and presenting an image- Giving your audience value- Always focus on the soft sell and avoid the hard sell

The ABC’s of Social Media Marketing on Facebook

Making Your Way Around Facebook

Some of the key sections on Facebook are:

- News Feed- Personal Profiles- Pages- Groups

The ABC’s of Social Media Marketing on Facebook

Friending People & Building A Network

Friends and a personal network are the bedrock of Facebook:

- Friends and family- Former clients- Colleagues and professional contacts- Making lists- Utilizing other friends’ networks

The ABC’s of Social Media Marketing on Facebook

Pages and Group on Facebook

Here are some of the differences between pages and groups on Facebook:

- Pages are public- Pages are intended to promote businesses- Pages are more easily customizable - Groups are membership focused- Groups can be open or closed- Groups allow you to message members

The ABC’s of Social Media Marketing on Facebook

Setting Up a Facebook Page

The key steps in effectively setting up a Page on Facebook:

- Determining an engaging theme- Naming your page- Choosing a page picture- Choosing a username- Page information

The ABC’s of Social Media Marketing on Facebook

Networking For Your Facebook Page

Setting up a page is only the first step, next you need to coordinate outreach and build an audience:

- Send messages to your friends- Promote your page on your profile- Ensure you have ample content for your page - Tag friends where appropriate- Share relevant posts by friends on your page

The ABC’s of Social Media Marketing on Facebook

Engaging Your Page Audience

Once you’ve generated an audience for your page, here are some things you can do to keep them engaged:

- Post content and links that are relevant to your audience- Post pictures whenever possible- Post video that your audience will find interesting- Continue to tag friends and share posts on your page- Use the Question function to solicit feedback from your audience- Vary the content you post on your page- Always seek input from your audience

The ABC’s of Social Media Marketing on Facebook

Measuring the Impacts of Your Efforts

Facebook has a number of tools you can use to get immediate feedback:

- Page likes- Post likes- Insights- Post shares- Talking About- Comments

The ABC’s of Social Media Marketing on Facebook

The Pros and Cons of Page Customization

Creating a customized page is all the rage right now, but what should you know before dong so:

- Can differentiate your page- Adds an element of branding- A good design can be eye-catching- Not going to market itself- Not part of the recognized structure of Facebook- Is it is really going to generate any ROI?

Facebook Advertising

The ABC’s of Social Media Marketing on Facebook

How does Facebook advertising factor into all of this:

- Highly customizable- Broad reach- Fast way to get numbers- Not effective at building community or relationships- Needs to have a tangible outcome to be effective

QUESTIONS?

The ABC’s of Social Media Marketing on Facebook