facebook best practices - lunametrics

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Who We Are

Traffic

• SEO• Paid Search• Social Media

Analysis

• Google Analytics Setup & Training

• Web Analysis

Action

• User Testing• Google Website

Optimizer

http://www.lunametrics.com/blog 412.381.5500

http://www.facebook.com/LunaMetricshttp://twitter.com/#!/lunametrics

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Today’s Main Goal

• Get your questions answered.

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The Social Media Audience

90%

9%

1%

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Best Practices for Engagement

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The Newsfeed Algorithm: EdgeRank

Affinity Weight Relevancy

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Best Day to Post by Industry• Best Days to Post by Industry:– Entertainment (Friday-Sunday)– Media (Saturday-Sunday)– Automotive (Sunday, Wednesday)– Retail (Sunday, Wednesday)– Business & Finance (Wednesday-Thursday)– Fashion (Thursday, Monday)– Food & Beverage (Tues-Wed, Saturday)– Healthcare & Beauty (Thursday, Monday)– Travel & Hotels (Thursday-Friday)– Sports (Sunday)

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Best Day to Post for all Industries

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Best Times to Post for all Industries

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Vary the Content that you Share

• First & foremost use existing assets as shareable content– Photos/Infographics– Videos/Commercials– Coupons/Sales– Old or New Print Advertising– Links to Articles, PDF’s & E-books

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Custom Landing Pages

• Custom Landing Pages Increase CTR & Page Fans–Gives Sense of Trust–Call to Action– Fan Gates Give

Exclusive Content Incentive to “Like”

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Add Branded Photos to Page Banner

Customize the photo banner at the top of your Page to create a visually appealing branded experience. Upload 5 photos with the dimensions 414 width by 315 height, can’t be in a particular order because they are sorted at random every visit.

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Examples of Page Photo Banners

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Create a Custom Vanity URL

Set a username/custom vanity (From the beginning!)

• Have the Page admin visit Facebook.com/Username to set the custom URL for your Page

•Choose your brand or organization name such as LunaMetrics chose facebook.com/LunaMetrics

•This can only be changed prior to having more than 100 fans, so choose with caution because your stuck with it

•Important for ease of use (sharing your Facebook URL) and for search (both Facebook and Search engines)

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Don’t Schedule Your Posts

Read our blog post on the subject: http://bit.ly/ThirdPartyTools

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Example of Why Not to Post with 3rd Party Tools

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The Importance of the Newsfeed

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Optimizing your Posts

• Posts with 80 characters or less have higher engagement rates

• Think before you using URL shorteners, higher engagement when you use a full-length URL

• Always add room for users to engage each post in form of question or otherwise

• Ask a question at the end of posts for higher engagement then if asked in the beginning or middle

• Don’t always send traffic to your website, keep convo on Facebook

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Keywords that Incite the Most Engagement

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Asking Fans to Like – Study by Monteus Media

Contains “comment” – 0.14%Contains “Like”- 0.38%Doesn’t contain “comment” or “Like”- 0.11%

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More Keywords – Don’t Ask Why

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Target Your Posts When Appropriate

• Target your Facebook Posts by:

• Relevant Conversations

• Contests & Promotions

• Product Launches

• Local Events

Read more from our article: http://mashable.com/2011/06/08/facebook-targeting-marketing/

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Facebook Ads + Sponsored Stories

• Keep Engagement Levels High from Existing Audience• Run Facebook Ads or Sponsored Stories

Leads to ModCloth Website Leads to Activia Facebook Page

Leads to eBay Facebook PageLeads to Starbucks Facebook Page

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Promotions on Facebook

• Use Free & Paid Versions of Promotion Applications• Hire an Agency to Create a Custom Promotion

Paid & Free Options Affordable Paid Options

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Install Plugins Throughout Your Website

The code to implement can be found here: https://developers.facebook.com/docs/plugins/

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Plugin Examples

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Mention Other Pages for Increased Engagement

• Build relationships with your community on Facebook• Mention other Pages and groups with an @ symbol

before their name

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Measuring Engagement

• A handy tip for measuring successful engagement per post, look for 1% of your audience to interact with each post that is shared on your Page.

2500÷100=25

Audience Size in Facebook

Divide by 1%(90-9-1 Principle)

# of People Who Should Be Engaging

via Likes + Comments

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How Often to Post: Examples

1% Engagement Rate

Avg. 4 Posts in 7 days

Food & Beverage Industry

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How Often to Post: Examples

.11% Engagement Rate

Avg. 7 Posts in 7 days

Retail/Fashion Industry

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Facebook Content Examples

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Facebook Content Examples Cont’d

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Let’s Take a Look at Your Page

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Attend our Digital Marketing Seminar

OCTOBER 18, 19 & 20th

Choose one session, any two sessions or all three sessions:• Search Engine Optimization– Learn how to get your website

ranking in search engines for the keywords that matter to your customers.

• Social Media – For marketers and business owners looking to learn all the best practices for YouTube, Facebook & Twitter.

• Pay Per Click Advertising (Google AdWords) – You’ll leave this training knowing how to get measurable results for all of your Google AdWords campaigns.