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Social Media Audit Example
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Facebook and Twitter

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Another series of workshop presentations developed to help you create your overall social media strategy. The following slides discuss how to use Facebook and Twitter to enhance your marketing and drive engagement across your brand

Another series of workshop presentations developed to help you create your overall social media strategy. The following slides discuss how to use Facebook and Twitter to enhance your marketing and drive engagement across your brand

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Facebook and Twitter

  1. 1. Kani Bassey Follow me: @mc_kanipr ITI-252 Faculty WDCE Facebook® and Twitter for Business Success (6 hrs)
  2. 2. Course Objectives: Learn about effective Facebook site management; new techniques and emerging trends; tools; plug-ins; and third party applications customized for your business, non-profit, or association use. This course also explains how to best use Twitter. Learn how to create a great user name and profile, define your brand personality, and begin tweeting. We will also cover how to integrate twitter into Facebook and how to manage your daily efforts, including how to monitor Twitter and schedule tweets. Plus, get tips for extending special offers on Twitter and tracking your results with analytics.
  3. 3. Why market your business on social media?  You are reaching your customers where they are.  Low marketing costs with a higher rate of conversion.  Provides you with better SEO rankings.  It is a tool for your brand strategy.  Facebook remains the top social media platform with over one billion users.
  4. 4. Getting Started on Facebook Before you create your page, please go to:  http://www.facebook.com/pages/create.php#/terms_pages.php to ensure that your page will not violate any of Facebook’s rules.  Make sure you add content on your page about your business and the purpose of the page. Be sure to include photos and video.  Please add a second administrator to your page. Facebook is an interactive site and it is always safe to have a back up person. To do this: add your colleague as a friend on your personal FB account. • Click on the link from your page that says, “Edit Page.” • Click on the link on the “Admins” box that says “Add.” • Choose the colleague you want to have admin rights from the list of your friends.
  5. 5. What is your Facebook business strategy? Is your page name short and memorable? How can you get 25 likes to obtain your own unique url? Are you using keyword rich content that can increase SEO optimization? Have you published and verified your page?
  6. 6. Appealing Facebook Pages • A cover photo of 820 x 312 pixels • A call to action with link to information • Your Facebook page is your customer service portal • Use apps that cross promote other social media platforms ‒ You can install the static HTML iframe app from the FB search bar. ‒ You can search for specific social media apps in the FB search bar
  7. 7. Voted 2016 Best Facebook Business Page  Content is relevant for their target audience  Tabs dedicated to their brand  Very responsive  Market themselves as industry leaders
  8. 8. Strategy: Once your page is complete  Pin important posts.  Boo$t embedded posts to increase interaction with customers  Be specific with what you want your customer to do & avoid click-bait.  Alternate between YouTube videos and Facebook video uploads  Use Facebook Live and #hashtags to engage customers
  9. 9. Facebook Strategy Focus on planning- research key words & know your audience. Use trending #hashtags:https://www.facebook.com/hashtag/yourhashta g Make sure your brand image is consistent through platforms & website. Research your competition. Use analytic tools to measure your success.
  10. 10. Using Facebook Insights
  11. 11. Using Facebook Insights Your metrics come down to Reach and Engagement.  Reach measures how many unique people have seen your post  Impressions are the number of times that your content is displayed  Facebook defines engagement as including all clicks, not just comments, likes and shares.
  12. 12. Using Facebook Insights I still do not understand the difference between Reach and Impressions….isn’t that the same?  An original post displayed in the news feed counts as a reach.  People may see multiple impressions of the same post.  Your reach may always be less than your impressions since one person can see multiple impressions
  13. 13. I still do not understand the difference between Reach and Impressions….isn’t that the same?  An original post displayed in the news feed counts as one impression.  If your friend shares that post is shared and appear a second time when a friend shares the publisher’s post. If you saw both forms of activity in your feed, that counts as two impressions for the same post. This post reached 7497 people and 826 people we engaged • 367 reacted while 459 clicked. • Notice that the post does not provide you impressions?
  14. 14. Twitter: 140 characters or less to elevate your brand Main functions include:  Timeline  Notifications  Moments  Messaging Main post types  Posts  updates  Videos  Photos
  15. 15. Successful brands on Twitter Using a reference from a reference from Sir Mix-a-Lot to announce their new jet, Delta was able to engage their audience, Including Sir Mix-a-Lot himself!
  16. 16. Using Twitter for your business  Broadcast real time news and events  Share or RT relevant news articles  Research-find and join relevant groups  Link Twitter to your blogs and other social networking sites  Be witty-You only have 140 characters & no edit button!
  17. 17. Twitter strategy Over-posting can be “spammy” & too many #hashtags will drop engagement Source: Chan, R (2015) http://hotinsocialmedia.com/twitter-marketing-strategies-today/
  18. 18. Twitter strategy You can cross prost but your audiences on Facebook and Twitter will be different  Tailor messages that are unique to each platform  Only share generic messages on both FB and Twitter platforms  Pin important Twitter posts.  Use Twitter Moments – tool that lets you create a slide show with other users posts
  19. 19. Using Twitter Analytics
  20. 20. Using Social Plug-ins  Like button; Click Like to share and connect with things from websites that you find interesting  Share button; Click Share to write something about a link and then post it to your Timeline  Embedded posts; Add any public post from Facebook to your blog or website  Comments box; Comment publicly on a website using your Facebook account
  21. 21. Social Media Measurements Types of information used to measure success in social media:  Number of Followers  Types of Followers  Updates  Follower/Following Ratio  Engagement
  22. 22. 2017 Rising social media trends  Using GoPro cameras to shoot 360° videos with their GoPro on multiple platforms to showcase their products.  Virtual Reality: Facebook owns Oculus Rift and will push for VR use on their platform and into their live stream  Visual-story telling with video content  Decrease in organic promotion increase in paid advertising
  23. 23. Kani Bassey, Social Media Strategist Montgomery College WDCE 240-567-5348 Kani.bassey@montgomerycollege.edu www.kanibassey.com

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