3. 3 FACEBOOK
Recommendations
Use Facebook for:
• Signposting to content on the organisation’s website.
• News updates, especially visual content.
• Engagement, community building
• Customer support
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4. 4 FACEBOOK
GUIDELINES AND PRINCIPLES
1. Avoid sounding like a press release.
2. Identify your audience and share content that will be of interest to them.
3. Use Facebook to signpost to the website or blog, for example by including visual content
(photographs, infographics, video) which will then link to more substantial information and
text or articles.
4. “Content is King” – and on Facebook, it’s particularly true of visual content – graphics,
photographs, video.
5. Make your content timely – include content relevant to important news, events, seasonal
celebrations.
6. “Like” the pages of relevant individuals and organisations, engage with their updates (like,
comment, share) to build relationships and generate more interest in your own content
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5. 5 FACEBOOK
GUIDELINES AND PRINCIPLES
7. Personalise your page – choose a profile picture, cover photo/image, and fill out the
“About” section. Make sure that the look & feel of the profile is compatible across all the
social media channels the organisation is using.
8. Go beyond visual. You can simply overlay text to a photograph to keep a message visually
attractive, but also include information you wish to share. Unique content created this way is
more likely to become “viral”.
9. Don’t be afraid of directing your community to pages other than your own website. By
providing interesting information for your audience, you are adding value to the conversation
and building long lasting relationships.
10. Customer support – despite Facebook not being an official channel for making complaints
or queries, never ignore a user sending a private message asking for guidance or making a
complaint. You can direct the person to a specific division of the organisation, for example, by
providing a relevant e-mail address.
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6. 6 FACEBOOK
GUIDELINES AND PRINCIPLES - Insights
11. Harness the knowledge coming from Facebook Insights. As an administrator, you have access
to the “Insights” page.
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7. 7 FACEBOOK
GUIDELINES AND PRINCIPLES - Insights
Check how the reach and
engagement change over time, to
see if you are on the right track.
Reach – the number of people who
have seen the post.
“Talking about this” – a number of
people who shared, liked,
commented etc. within the last
week.
Virality – a percentage of people
have seen the update, who liked,
Sort the updates by shared or commented.
date, reach,
engagement, “talking
about this” or virality
to identify what type
of content performs
best.
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8. 8 FACEBOOK
GUIDELINES AND PRINCIPLES – EdgeRank and optimizing updates*
At present, Facebook users don’t see every single update from their friends and pages they follow in their
news feed (“Wall”). EdgeRank is an algorithm that ranks objects in the Facebook News Feed. Pages with
high EdgeRank Scores will be more likely to show up in the news feed, than pages with low scores.
Administrator can use EdgeRank Checker to monitor best frequency and times to post -
http://edgerankchecker.com.
The tool provides reports instructing what type of content is best at a specific time, and allows you to
compare performance of your Facebook page with the industry average.
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9. 9 FACEBOOK
GUIDELINES AND PRINCIPLES – EdgeRank and optimizing updates*
The tool can return popular keywords that drive engagement and monitor the EdgeRank changes
over time, allowing the user to check the progress and adjust Facebook strategy accordingly.
A pro version with reporting and real-time monitoring
features available for $15 - $30 per page per month.
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10. 10 THE SOMAZI EFFECT
Authors
This presentation is a part of the SoMazi Social Ewa
Media Resources series. For more presentations, @Ewajoan
reports and learning materials, go to
http://www.somazi.com/resources/ .
SoMazi has offices in London, New York, Bergamo
and Geneva. We’d love to hear from you. Marlies
@MsSpijker
E-mail: contactus@somazi.com
Facebook: https://www.facebook.com/SomaziWW
Twitter: https://www.twitter.com/SomaziWW
Pinterest: http://pinterest.com/Somazi
Clementina
@CGZatSomazi