The document discusses how people use social media, specifically Facebook, to share information online. It provides statistics on Facebook usage and notes that Facebook has over 400 million active users. It then gives tips for businesses on creating Facebook pages to promote their brand, such as using pages instead of profiles to allow multiple administrators and access to analytics. The document also reviews best practices for posting content and promoting pages on Facebook.

2. The Landscape

3. How People Share Online
Social Media is 21st Century “Word of Mouth”

6. More than 400 million active users.
If Facebook was a country it would be the
3rd largest.
50% of users logon every day
Average user spends more than 7 hours per
month on Facebook (more than Google,
Yahoo, YouTube, Microsoft. Wikipedia &
Amazon COMBINED)
Average user has 130 friends and “fans” 2 pages per month
#1 site for photo sharing.
#2 for user generated video.
More than 700,000 businesses have Pages - creating more than 5.3 billion fans
1 in 4 of all page views on the Internet are
on a Facebook page
100 million people access Facebook from mobile devices

8. Businesses should use
Pages instead of Profiles
&
Pages allow multiple
admins

9. Pages provide
analytics
&
Pages are always
publicly visible

10. Pages allow custom
landing tabs (Static FBML)
&
Updates to Fans (like
mass emailing)

11. Facebook Ads can be
created for Pages
&
Contests can be run
on Pages

13. Is my audience on
Facebook?

14. What incentive is there
for people to become a
fan of my Page?
How can I add value?

15. What are my goals?

16. What is the strategy to
achieve those goals?

17. How will I measure
success?

18. What existing content
do I have to share?

19. What kinds of content
will I need to create?

20. Who will manage it all?

21. Page Interface

23. Profile Photo

24. Status Box

25. Create Ads

26. “Toolbox”

27. Wall

28. Analytics

29. Edit Page

30. Edit Page

31. Top Half

32. Page Settings

33. News & Updates from Facebook

34. Analytics

35. Wall Settings

36. Change Landing Tab

37. Change Landing Page

39. Landing Page Examples

43. Edit Page (cont)

44. Promotion Info

45. Update to Fans

46. Update to Fans

47. Target Update > Compose Message

48. Edit Page (cont)

49. Bottom Half

50. Admins

51. Tips from Facebook

52. Apps

53. Static FBML App

54. Static FBML - Custom Tabs

55. Change Tab Title > Edit FBML

56. Vanity URL

57. facebook.com/username

58. Syndicate to Twitter

59. facebook.com/twitter

60. Understanding Insights

61. Access Analytics

62. Insights Dashboard

63. Active Fans

64. Graph Drop Down

65. All Fans

66. Graph Drop Down

67. Promotions

70. Facebook Video

71. Sharing Embedding
“Fan”-ing

72. Edit > Title, Tag, Select Thumbnail

74. Wall Posts

75. Status Box

76. Standard Update
Update with link

78. Only 12-20% of fans
will see a wall post
in their Live Feed.

79. 90-9-1 Rule

80. 100 Fans
12 20
10.8 read 18 read
1.08 like 1.8 like
.12 comment .2 comment

81. Wall Posts Click Thru Rate

82. Facebook Ads

83. Access Ads

84. Design > Text & Image

85. Target

86. Set Daily Budget & Pricing

87. Review & Pay

88. 5 ways to promote
your Page on
Facebook
(without Ads)

89. #1 Become a Fan

90. #2 Suggest Page to Friends

91. #3 Share photos, videos, notes your Page posts

92. #4 Include “@ link” to Page in status updates

93. #5 Link to Page in status updates

94. Promote your Page
outside of Facebook
too!

96. So remember...

97. If you build it, the will NOT come. Promote
your Page.
Be responsive.
Make data-driven decisions regarding posts -
especially media.
Don’t just talk about yourself. Ask questions.
Use contests and promotions to generate
traffic and build excitement.
Consider targeted Ads to increase traffic and fan #s.
Set quarterly goals with steps to achieve
them.
Give it time.You’re in this for the long run.