the orchard's best practices for facebook

Facebook Tips, Tricks, & Best Practices

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ContentsIntroductionUnderstanding EdgerankDo’s and Don’tsIdeas for ContentThe Big List of IdeasGetting Attention

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Facebook can be complicated, but successfully managing a page becomes a lot easier thanks to simple changes you can make in your content strategy. This guide will show you how to improve your Facebook posts and go from “stressful” to “social.”

Introduction

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Facebook spent years looking at the types of content its users liked, shared, and commented on the most. It’s content display algorithm, Edgerank, determines what content actually makes it to which fans’ newsfeeds.

While it’s frustrating to know that most posts only reach 12-16% of fans, prioritizing the types of content that Edgerank favors will increase reach and performance.

Understanding EdgerankUnderstanding limitations is the first step to breaking them

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Understanding EdgerankUnderstanding limitations is the first step to breaking them

PhotosShort text postsVaried content

LinksYouTube videosAutomatic posts from other services and social networksRepetitive content

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Don’t #1: Not using an image for the majority of posts

Do’s and Don’tsFixing common mistakes and breaking bad habits

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Fix it!Use a screenshot as a photo post and include a shortened link in the text to:• Reach more fans• Provide basic information• Have an aesthetically pleasing post

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Don’t #2: Syncing lots of content automatically

Do’s and Don’tsFixing common mistakes and breaking bad habits

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Fix it!Lots of other services are either penalized by Edgerank or don’t share in an informative, attractive way. • Directly upload your photos

to Facebook • Sync with the Facebook-

owned Instagram. • Both support text to explain

your image…just remember to keep it short!

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Don’t #3: Vague text, no links to purchase, and untagged bands and retailers

Do’s and Don’tsFixing common mistakes and breaking bad habits

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Fix it!Be as direct as possible with your call to action • Highlight one link at a time

(we’ve picked iTunes for this example).

• Tag mentions of retailers and other bands because then your content will show up on their page, too.

• And yes, include a picture!

Note: Unfortunately, Sloth Fiesta is not a real band, but a fake one for this example.

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Coming up with Facebook content is the biggest struggle for most artists and their teams. We have ways to better plan and prepare for your Facebook posts.

Ideas for Content“Okay genius, what should I post, then?”

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1. Make a content schedule

Sticking to a rough content schedule keeps your options from getting overwhelming

Ideas for Content

M T W R F S Su

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2. Never doubt that you’re interesting

Fans want to know about you. Having something to post on Facebook can be as easy as: • A photo of an instrument• A link to a Vine taken in some strange truck stop in the

middle of nowhere • A link to a favorite song

Facebook can be a fan’s window to your world.

Ideas for Content

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The Big List of Ideas

Photos / Images Audio Video

Album / single artVideo stillsMerchVenue during soundcheckBackstageGearScreenshots of trackingCrowd at a show – encourage fans to tag themselves!

Free downloadIn-feed track stream (by sharing from Official.fm, Soundcloud, Bandcamp, etc.)Soundcloud setlistSpotify / Rdio playlistsRecorded greeting / update

Short announcementsVinesAnswers to fan questionsBackstage toursStudio toursAcoustic versions of songs

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Highlighting or pinning content on Timeline helps your posts get noticed and stay noticed.

Highlight – Expands posts to the full width of Timeline

Pin – Keeps a post at the top of Timeline for up to 7 daysOnly pick one – you can’t both pin and highlight a post!

Getting AttentionGetting important content noticed

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Promoting PostsIf you want to reach all of your fans on Facebook, you’re going to need to pay to promote your content. Considering backing your most important posts (think pre-orders and buy links – posts that can convert to purchases!) with a small budget to increase reach.

Getting AttentionGetting important content noticed

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Sponsored SearchIs a band or artist name not the most unique? A huge increase in Facebook pages means there’s more competition to rank well in search results. Sponsoring results is a low-cost way to put your band at the top of the list. Plus, you can include a short line of copy and direct searchers to any Facebook tab. Viva la default landing page.

Getting AttentionGetting important content noticed

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Thank You

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