back to basics: the what, the why, and the how behind facebook

Presented by Abby Ecker

November 20, 2012

Back to Basics: The What, The Why, and The How Behind Facebook for Businesses

• Part 1: The What• What is Facebook?

• Part 2: The Why• Current state of social media • Facebook by the numbers

• Part 3: The How • Getting Started: Creating a social media strategy• Getting Started: Setting up a Facebook page• Getting Started: Building an audience• Getting Started: Understanding Facebook rules• Getting Started: Developing a content strategy

• Questions

Part 1: The What• What is Facebook?

• A social networking site founded in 2004 by Mark Zuckerberg • A way to “connect” with friends, family, businesses, brands, and

organizations

• What does all that Facebook jargon mean?• Friend: A “friend” is someone that you’ve asked to connect with

who has accepted your request. • Like: To connect with a brand or business page, you “like” them so

that their news shows up on your feed.• Timeline: How Facebook displays the statuses, comments, and

photos you post in chronological order • Profile picture, cover photo, status update: We’ll get to all of

that soon!

Part 2: The Why

The Current State of Social MediaDeveloped by Erik Qualman, author of “Socialnomics”

Part 2: The Why• Facebook by the numbers

• 1,000,000,000: Users as of September 2012• 526+ million: Daily active users (up from 372 million in 2011) • 300 million: Photo uploaded to the site each day• 3.2 billion: Likes and Comments posted daily• 50% more: More than 50% of consumers say they are more likely

to buy a product after becoming a fan on Facebook, and 56% of consumers say they are more likely to recommend a brand to a friend after becoming a fan on Facebook.

Statistics courtesy of Facebook, Jeff Bullas, Constant Contact, Chadwick Martin Daily

Part 3: The How• Getting Started: Creating a social media strategy

• What IS a social media strategy?• Part of your larger business plan • A way to outline and define your purpose on social media

• First, make sure social media is a worthy investment for your business…

Creating a social media strategy

Ask yourself these questions:• WHY am I on Facebook/social media?• WHO is my audience?• WHAT am I trying to communicate?

Develop your social media strategy:- Goal

- Audience - Strategy- Objective

Part 3: Setting up your Facebook page

Setting up a business page

Setting up a business page

Fill out prompted information

Set up a profile picture

Fill in your “About” information

Claim your Facebook web address

Set up advertising

Your business page admin panel

How to add admins

How to add admins

How to use page as your business

Set your Facebook Cover Photo

• Cover photo dimensions: 851 pixels x 315 pixels• Photo must be at least 399 pixels wide• This is your opportunity to showcase your business –

use it wisely!

What To Know

Set your Facebook Profile Picture

• Profile picture dimensions: 160 pixels x 160 pixels

• This is what appears on someone’s news feed, so make it clearly represents who you are!

• Incorporate your logo in some way.

What To Know

Part 3: Growing your audience

Three ways:1. Through Facebook2. Through other online channels3. Through offline efforts

Growing your audience: Through Facebook

1. Invite email contacts2. Invite friends from your

PERSONAL page 3.Create an ad

Growing your audience: Through Facebook

Growing your audience: Through other online channels

1. Add link to your Facebook page in your email signatures. 2. Link to your page on your company website, blog, etc. 3. Integrate a “Like” box on your website, blog, etc.

Growing your audience:Through offline efforts

1. Point-of-sale displays2. Marketing materials (brochures, flyers, handouts, etc.) 3. Any internal communication channels (TV, newsletter) 4. Business cards

Give people an incentive to connect with you!

Getting Started: Understanding Facebook Rules

1. You CANNOT use a Facebook “function” to run a contest.1. Ex. “Share” to win, “Comment” to win, “Like” to win

2. Must use a third-party application1. Ex. Wildfire, ShortStack, Strutta

3. Cannot announce the winner of your contest on your page

Getting Started: Developing Good Content

1. Figure out the best time to post. 1. Traffic builds after 9 a.m. and fades after 4 p.m.

2. Develop a “content calendar” for the week.1. Can do this on an actual shared calendar, in a

Word document, etc. 3. Schedule in advance.

1. Use Facebook or a social media management system, such as Hootsuite.

Getting Started: Developing Good Content

1. Be human. Have a personality. 2. Two things play well on social media: humor &

charity. (So do gratefulness and playfulness.) 3. Ask questions. 4. Use visuals. Photos get the most engagement,

followed by video. 5. Ask yourself this question before hitting send:

Would I engage with this?

Happy Social Networking!

Questions?

Abigail.Ecker@atipt.com