This document summarizes a Cision webinar on using Facebook for PR professionals. The webinar covered managing Facebook team responsibilities, connecting with journalists and influencers on Facebook, managing customer services, increasing presence and engagement on Facebook, and monitoring and measuring engagement on Facebook. Speakers included Heidi Sullivan, Lucy Griffin, and Sabina Rosander from Cision who provided tips and examples from brands like Tesco and EA Sports. Attendees could submit questions during the webinar.
How to Troubleshoot Apps for the Modern Connected Worker
Facebook for PR Pros
1. Facebook For PR Pros
Heidi Sullivan, Vice President, Global Media Research
@hksully
Sabina Rosander, Online Community Manager
@CisionUK
2. Welcome to today’s Cision webinar
Speakers: Agenda:
Lucy Griffin Managing Facebook team
Marketing Manager responsibilities
Heidi Sullivan Connecting with journalists
Vice President, Global Media Research and influencers on Facebook
Sabina Rosander Tips for increasing your
Online Community Manager presence
What to monitor and how to
measure on Facebook
Q&A
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8. The Impact of the Timeline on PR & Marketing
Greater impact over longer
time
More visibility for Facebook
Apps
Brands associated with your
digital life
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10. One Key Admin or Many?
Flying Solo Teamwork
PROS PROS
Consistent Voice Multiple Viewpoints
Ease of Maintenance Knowledge Transfer
Simple Decisions Less Time Commitment
CONS CONS
Risk of Knowledge Loss if Responsibilities
Admin Leaves Management
Need Back-up for Off- Inconsistency
Hours & Holidays
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11. Develop Facebook Team Guidelines
Assign responsibilities/schedules
Outline how to handle complaints/crises
Create a strategy for building community & cultivating
relationships
Highlight how competitors should (or should not) be addressed
Determine how transparent & personal posts can be
• What’s off limits?
• How does this add value?
• Who is our community?
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14. For communications pros, news and social
content are now one and the same
News organisations are making their
content more social.
The distinctions between
journalists, bloggers and online
influencers are melting away.
Social sites now rival search engines
as directors of web traffic
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15. Facebook now drives more traffic to
PerezHilton and the Huffington Post
than Google does. WebProNews,
May 2009
In just over 2 months the Guardian’s
Facebook app has been installed by
nearly 4 million users generating
almost a million page impressions
every day. Andrew
Miller, CEO, Guardian
16. 1% of any population
will be active content creators
9% will be participants
90% will simply "consume"
that content online
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18. Use Facebook to… But not to…
Cultivate relationships Send traditional “pitches”
with journalists
Message journalists’
Promote events to the private pages unless you
media via invitations have an established
relationship
Find opportunities to be a
source Post your news on a
media outlet’s Wall
Stay on top of the latest
news
Authentically comment on
news stories & questions
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20. A few guidelines
Respond quickly & cordially
Be proactive
Check spelling & grammar
Avoid This….
before posting a response
Don’t use “I” statements
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21. Strike a conversational tone
Find your “social voice”
Don’t post robotic response to
your fans’ personal questions
Personalise messages and write
like a real human
Make sure the tone and language
match the culture and promise of
your brand
Respond quickly and cordially
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25. Social media optimisation and engagement
External Internal
Best time to post Understand EdgeRank
Be visible
Provide consistent Analyse and measure
content engagement
Encourage comments and Be active while your fans
likes are
Show personality
Share videos and photos
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26. Why should
you care?
Over 500 million
active users
50% of active users
log on to Facebook in
any given day
People spend over
700 billion minutes
per month on
Facebook
Average user is
connected to 80
community pages,
groups and events
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27. Tips and Tricks
Don’t just talk about
yourself
Ask a lot of questions
Acknowledge and engage
both the negative and the
positive comments
Make it about your fans
Get community input
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33. What you should be monitoring
Trends that created feedback and
spikes in impressions
What type of comments and/or
content cause an increase in
engagement
What events and/or content lead
to an increase of likes
What messaging lead to unlikes
Demographics of your fan base
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34. Facebook Insights
Facebook Insights provides Facebook Page owners and Facebook Platform
developers with metrics around their content.
By understanding and analysing trends within user growth and
demographics, consumption of content, and creation of content, Page
owners and Platform developers are better equipped to improve their
business with Facebook.
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35. Questions? #cisionuk
Heidi Sullivan,
Vice President, Global Media Research
@hksully
Sabina Rosander,
Online Community Manager
@CisionUK
Submit a question here
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36. Get in touch…
Tweet us: @CisionUK
Facebook: facebook.com/CisionUK
Email us: info.uk@cision.com
Call us: 0800 358 3110
Visit us: uk.cision.com
Thanks for joining us!
Hinweis der Redaktion
Heidi
Heidi
Heidi
Her are some tips and tricks on how to reach out on Facebook and involve your fans.