This presentation explores the basics in how to drive traffic to your news website using Facebook. It looks closely at website integration and edgerank optimization.

1. Driving Readership withFacebook Noah Echols Digital Media Manager Clay Duda Digital Media Specialist

2. Who Are We? Noah EcholsDigital Media Manager, Center for Sustainable Journalism Clay Duda Digital Media Specialist, Center for Sustainable Journalism

3. Why is Facebook Important? Largest social network to ever exist (800m) Front page of the web CNN did a study and found that 75% respondents got their news from social networking sites or through email. Consumers don’t find the news; news finds them.

4. Accounts, Groups, Pages ?

5. Accounts and Groups Accountsare for individual users. Groups are intended for private discussions. Typically small, localized, specific.

6. Pages For organizations to stay in constant contact with fans. Updates appear in the newsfeed of anyone that “likes” your page. Functions like an individual account. Set multiple administrators. Interact with users as your page or as an individual.

7. JJIE.orgFacebook Page

8. Subscriptions New option recently rolled out Intended for public individuals Strategic for journalists

9. Edgerank Optimization

12. Affinity is based on the number of interactions your fans have with your content.

13. Time is how long its been since a user interacted with your content.

15. Post Frequently Reports suggest frequent posting gets highest engagement rates. Find balance between too much and too little, but realize you can’t please everyone. We offer 3 levels of frequency: Twitter several times per hour. Facebook several times per day. E-mail once per week.

17. Interact with fans, be social!

18. Use apps for trivia, games, polls, etc.

20. Insights

21. Getting to Know Your Audience Insights is Facebook’s free analytics tool. http://www.facebook.com/insights Learn demographic information. Track engagement levels to test strategy.

22. Insights

23. Insights

24. Website Integration

25. What are all these buttons? Like button automatically posts to the user’s profile a recommendation for their friends. Recommend button is the same as the Like button with a different verb. Share button gives more control over what gets posted to profile. Send button allows users to post content to groups or via email. go to jjie.org

26. Which one(s) should we use? It depends on your social strategy. Having at least one is vital. The send button is convenient for some users but will get less use and limited reach.

27. Buttons

28. Are there more Facebookplugins? http://www.facebook.com/plugins Facebook offers a whole host of tools to make your website more social. http://www.facebook.com/badges Easy way to display your Facebook page on your website.

29. Plugins

30. Badges

31. Facebook Increases Return Visitors The more you integrate Facebook into your website, the higher your return visitor numbers will grow But don’t add features that your audience won’t/can’t use.

32. 5 Key Takeaways Know your audience Integrate sharing opportunities into your website Create a Facebook strategy and track it with Insights Post strategically for target audience Optimize for Edgerank (affinity + weight + time)

33. Facebook Changes Facebook 3.0 design changes “Frictionless Sharing” Subscriptions

34. Additional Resources http://www.facebook.com/business/pages Step-by-step guide to creating pages. http://www.facebook.com/plugins A host of tools to make your website more social. http://www.facebook.com/badges Easy way to display your Facebook page on your website. http://www.facebook.com/journalists Reporting tips, tricks and other helpful links. http://www.facebook.com/insights Analytics for your Facebook page.

35. QR to slideshare version Questions?