This is a beginner's guide for how to manage a Facebook page. Learn about EdgeRank, Activity Log, definitions and more. This was created mostly before Facebook's March 2013 announce of its new News Feed, so it is not shown in this presentation.

1. By Dan Polley
@polleydan

2. Understanding Timeline
Profile photo
Cover photo
Applications

3. Understanding Timeline

4. Understanding Timeline
Creating a
visual-heavy
page timeline
can be good,
but most
people will
interact with
your content on
News Feed.

5. Facebook EdgeRank
Whatisedgerank.com
Affinity: Relationship between user and content sharer.
Weight: Value of certain actions and content.
Time Decay: How long content has been active.

6. News Feed
• You
reach
fans in
their
News
Feed.

7. Dominating with photos
• Photos on Facebook
generate 53% more
likes than the average
post.
• Users upload 300
million photos to
Facebook daily.
• Instagram usage has
skyrocketed 1,179%
since April 2012.
Source: Hubspot

8. Dominating with photos
• 50% of content in the
average user's News
Feed is photo and other
visual content.
• 25-30% of the content
in a user's News Feed is
Page posts.
Source: Facebook, March 7

9. Dominating with photos
On mobile, photos
are much more
dominant than link
shares.
Link share

10. Growing with mobile
• Mobile daily active users
exceeded web users for first time
in fourth quarter of 2012.
Source: Facebook

11. Tips & Tricks
You can navigate in
Facebook as your
page, liking and
commenting as your
page and reading in your
page’s News Feed.

12. Tips & Tricks
To schedule a post:
• Post content in share
box.
• After, click clock in
lower-left corner.
– Select year, then
month, then date, then
time.

13. Tips & Tricks

14. Tips & Tricks
Scheduled
post
Time to
post
See more
See scheduled posts at “Edit Page” then “Use Activity Log.”

15. Tips & Tricks
Once you paste in link and thumbnail and link appear, delete link in
text box.

16. Tips & Tricks
Using full URL Using shortened URL
Always try full URL first because people are more likely to click if they know where they
are going.

17. Tips & Tricks
Be sure to @
mention a
Facebook
page if it is
related to
your post.

18. Tips & Tricks
Mentioning others
will help your
content to be
shared.

19. Tips & Tricks
When one thing you want is
link clicks, this can be
especially powerful.

20. Tips & Tricks
Applications are another way to interact.
Contests, giveaways and more MUST use these.

21. Tips & Tricks
Keep posts short.
(Less than 80
characters best.)

22. Tips & Tricks
Use effective calls to action
(CTA).
This simple one resulted in
lots of clicks compared
to average for a post.

23. Measurement
• Reach:
Number of
unique people
who saw
post, fans or
not.
• Page Stories: People Talking About This (TAT): Likes +
Number of posts to wall + likes, comments and shares
stories created of posts + questions answered + events
about your responded to + page mentions + photo
Page. tagged + check ins + recommendations.

24. Measurement
• Consumers:
The number
of people
who clicked
on any of
your
content.
• Consumptions: The number of clicks on any of your
content. Clicks generating stories are included in "Other
Clicks." Stories generated without clicks on page content
(e.g., liking the page in Timeline) are not included.

25. Measurement
• Negative Feedback: Hide
post + hide all posts + unlike
• Link Clicks: Number of clicks
on link.
• Other Clicks: Number of
clicks not counted in other
metrics.

26. Recommended Blogs
• Jonloomer.com
• Amyporterfield.com
• Marismith.com
• Edgerankchecker.com
• Allfacebook.com
• Insidefacebook.com