Presentation by Jackie Cohen, director of social media and communications consulting at ticular. Contact us now for a free consultation: freeconsultation@ticular.com.

1. Click If You Like Jesus,
Comment If You Love Walmart
Coupons
A CMO’s Guide To Facebook Engagement
Jackie Cohen
Director of Social Media and Communications Consulting at

2. About The Speaker
Social media consultant with
two decades of experience in
content creation, including
serving as editor of
AllFacebook.com – grew the
publication’s Facebook fan
page count 50%.
Previously worked as an assignment editor at
Bloomberg News, a senior editor at The Industry
Standard and a personal finance reporter at CBS
MarketWatch, among other gigs.

3. There’s No Standard For Measuring
Engagement – Only Conventions
New formula suggested by Wise Metrics requires Facebook Insights API:
(Users engaged/ # of Posts/Users reached) x 100 = Engagement rate

4. Counting Likes, Comments And Shares Might Not Be Enough
20 Most Engaging Pages On Facebook
This Week One Year Ago
¼ of the pages in this
Jesus Daily Jesus Daily week’s top 20 were also
Dios Es Bueno! Mario Teguh
Joyce Meyer Ministries The Bible in the top 20 a year ago –
Shut-Up-I'm-Talking Harry Potter
Mario Teguh Lady Gaga
an accurate ranking ought
FC Barcelona
Iker Casillas
Justin Bieber
Werevertumorro
to show more changes
JE T'AIME MAMAN Manchester United than this.
9GAG “MTV Roadies”
Esporte Interativo Necip Fazil Kisakurek
Jesus Loves You We are Khaled Said
Joel Osteen Ministries Jesus Christ Religious pages are more
Manchester United
ILoveAllaah.com
Educate yourself
ILoveAllaah.com
prevalent than sports,
2pac Quedate Otro Ratito music, movies, politics,
"I'm Proud To Be Christian"
by Aaron Chavez I'm a Muslim & I’m Proud and retail.
Pitbull Kevin Hart
The Twilight Saga Terima Kasih Ibu
Los que le dan gracias a
Dios por vivir otro dia mas Dios Es Bueno!
Every vendor comes up
Fernando Torres Joyce Meyer Ministries with different numbers for
Source: AllFacebookStats.com, which pulls data directly from Facebook this.

5. What’s Missing From The Formulas
•Talking about this – separate from shares?
•Number of times a video is played.
•When people maximize the photo viewer.
•Number of times people tag content.
•Different weights for comments and likes.
•Engagement by non-fans and fans alike.
•Adjustment for percent of fans reached.
•Negative threads can get huge numbers.

6. A Negative Thread Can Rack Up Huge Engagement Numbers
“The statement about the cat is
completely false. Someone hacked
into our employee’s account and
posted that update without her
knowledge. We at Chipotle respect
all animals and would not joke about
something like that. We are working
with local authorities and hope for a
quick resolution. We also ask that
you be respectful as this is a difficult
situation for our employee. We
appreciate your patience.”
-- Chipotle Mexican Grill
Even the apology post garnered
100s of comments continuing to riff
on “cat burritos.” No one believed
the account was really “hacked.”

7. Engagement Is Only A Part Of
Facebook’s EdgeRank

8. What Else Is Missing From
Engagement Numbers
• We don’t know exactly how Facebook computes the
individual components in EdgeRank, making it tough to
give different weights to comments versus likes and so
on.
• Negative feedback is still a nascent metric that’s
evolving.
• Sarcasm doesn’t even register in negative feedback
metrics, but this is the prevailing way people complain in
social media.
• No application attempting to show who has unliked you
survives, due to conflict with the site’s rules.

9. We Still Need Those Numbers
At the very least you need engagement metrics so you
can sell your boss, coworkers and business partners
about the efficacy of social media.
Social media has inherited the burden that previous
generations of advertising and marketing execs have
had: Cost justifying the investment to nay-sayers who
insist there’s no such thing as ROI on this.
But when it comes to engagement, the numbers will tell
you which posts to look at and what types of content to
do more of. But they will never be a substitute for
reading the words that your fans post.

10. Can You Automate Engagement?
Finding the right apps means facing a bigger choice than ever: Over 232
preferred marketing developers listed in Facebook’s official database, up from
90 about year ago. There are 3 subcategories for page management and ten
subcategories for insights.
The more top-ranked pages use an app, the better – but the quality of an app’s
user base is more telling than quantity.

11. The most widely used application on pages is free, and has nothing to do with
engagement unless you put that in with your own effort.

12. What Jesus Daily Does
Every single post on Jesus Daily contains
at least one call to action or prompt to
engage – even the about section.

13. Jesus Daily’s Most Engaging Post
Ever
Photos of cute things and a call to action

14. Click If You Love Jesus
Actually, that phrase originally came from
the most engaging post on Dios Es
Bueno’s page – this is translated from
Spanish.

15. Among consumer-facing
brands, Walmart has the
most fans who are
“talking about” it.

16. Walmart Regularly Updates Its Cover Photo

17. Walmart is asking
fans to submit
summer photos,
promising to
feature the best
on the cover
spot. Takes a cue
from what
Facebook
Marketing
Solutions did
recently to
promote timeline.

18. Walmart regularly
asks fans what
they like
most, always
tying it into
something that
the company
happens to sell.

19. Walmart posts about its
efforts to help improve
the communities it does
business in.
Notice the use of an
infographic.

20. Walmart taps into celebrities’ strong numbers
on social media. A promotion asks fans to
vote for which individual store will get a visit
from the rapper Pitbull, who ranks #17 in
engagement right now.

21. Get Charitable
• Walmart’s holiday promotion: Nominate nonprofits and
vote on which ones to allocate $1.5 million in donations.
A new winner was announced every day from December
12 through 23.
• Tie in a contest for more engagement – like Lady Gaga’s
tickets sweepstakes for people who vote on charities.
• Charitiable contests are the most engaging for brands.
They make your brand look good and you can get a tax
writeoff. So, get your company’s philanthropy
department involved in social media. Just don’t overdo it
so fans don’t think you’re being insincere.

22. Optimize For Engagement
Poll your fans about what they’re most interested in –
mine their profiles for leads too.
Post more of whatever interests them, and stop
posting things they’re not interested in.
Read their comments on your wall to fine tune your
content.
Regularly monitor your page insights and analytics to
see which posts generate the most positive
responses. Post more of the stuff that performs best.

23. Does Timing Affect Engagement?
It can. But what works for other pages might not work for
yours. I suggest 1 to 5 new topics per weekday.
Ask questions that appeal to users’ emotions: What do they
love or hate, etc.?
Watch the responses on your wall to determine what
frequency and timing fans say they want – then test to see
what they really want.
Don’t expect your fans to just talk amongst themselves –
moderate the discussion, respond to people directly.

24. Promotions
Use promoted posts to get more
engagement on individual postings – only
existing fans can see these promotions.
Run sponsored story ads to promote the
page who aren’t your fans yet.

25. Offer coupons and sweepstakes that appeal to
your fans interests and emotions.
Facebook’s made it a lot easier to do this. Use
offers as often as possible.
Ask your fans to share them with their friends.

26. Use Controvery Sparingly
These threads can get really busy, but they can backfire if you
don’t temper them with diplomacy.
Deleting posts after they’re already visible on your wall may result
in not-so-friendly comments by fans who notice the deletions.
Sometimes these people manage take screenshots of the original
before the deletion.
Write up a disaster plan for managing emergencies, so you
empower everyone to respond quickly. Check out Buddy Media’s
suggestions on how to do this: http://ow.ly/c90iG

27. Create Guidelines
Write up a set of guidelines on how you
moderate your wall discussion.
You may use the one I created for AllFacebook as a template on
your Facebook page if you give credit by tagging @AllFacebook,
which has the guideslines here: http://ow.ly/c8Zgk
When you first introduce the policy, pin it to the top of the page.
Render it as an iFrames app that you can put in the row of
thumbnails under your cover image, so you can label it.
Also put a copy on your website so you can expand the material
to include your policies for all of your social media profiles.

28. Look Beyond The Numbers
Most likely, the best measurement of social media
performance has yet to be invented.
In the mean time, focus on fostering good
conversations with fans.

29. Please Stay In Touch!
I have profiles on every single social network you can think
of, and perhaps some you might not have heard of yet.
Follow me:
LinkedIn.com/in/JackieCohen
Facebook.com/jackieofletters
Twitter.com/Jackie_Cohen
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