A detailed overview of tactics and strategies to reach young adults on Facebook using page and newsfeed optimization. While this presentation is specifically about recruiting for Israel programs, it is relevant for any organization that is trying to get more traction with their target audience on Facebook.

1. RECRUITING FOR
ISRAEL PROGRAMS ON

2. BEGINNERS

3. Be where your audience is

4. …and this is as of 2009

5. Facebook increases ambient awareness

6. People have profiles, organizations have pages

7. Before you create a page

8. • Are you prepared to keep your page up-to-date?
• Who will manage your page?
• Are you creating a page for your organization or your program?

9. Creating a page

15. Choose the best name for your page

16. masa israel jounrey -- ISRAEL PROGRAMS

17. Masa Israel Journey

18. Masa Israel Journey
You can change your page title until you have
25 fans

19. Page Setup

24. http://www.facebook.com/pages/Krav-Maga-Israel/218228791521528
http://www.facebook.com/KravMagaIsrael

26.  Be smart with your use of images
Using your cover photo to your brand more of a
presence on your page

31. Company Overview

37. Pre-populate content

43. Get your first ‘likes’

44. c

46. Questions?

47. “So, how do I recruit for my program
on Facebook?”

48. “So, how do I recruit for my program
on Facebook?”
You don’t. Facebook is a tool to increase
awareness—at least at first

49. First, build a solid foundation of information
and activity on your page

50. Content

51. Types of content:
Text status updates
Links
Pictures
Videos
Events
Polls/questions

52. “Ok. So where do I get all this content to post?”

53. “Ok. So where do I get all this content to post?”
You have more content than you realize

54. You can post:
 Photo albums for unique events
 Weekly schedule
 Video interviews/day in the life
 Participant photos
 Blog posts
 News related to topics your program covers
 Updates about what your participants are
doing at any given time
 Links to events/resources that your
participants and alumni might be interested in

55. You can post (con’d):
 Polls/questions about Israel or topics related
to your program
 Spotlights of volunteer/internship placements
 Photo essay by participant
 Candid videos of participants on the program
(volunteering, on hikes, performing, etc)
 Pictures of apartments/accomodations
 Announcements for your participants
 Spotlights on what your alumni are doing

56. Featuring Posts

59. Engage your audience

61.  Remember
You are competing for attention with
people’s actual friends

62. Why does this matter?

63. As a matter of fact…
Source: http://brandglue.com/news-feed-optimization/

64. AND…
Source: http://brandglue.com/news-feed-optimization/

65. How Facebook decides what to show

66. Looks complicated?

67. It’s simple.

68. ue : Affinity score
How many times an individual has clicked on
or interacted with your content

69.  Goal: Increase your affinity score
Get as many of your fans to interact with you
as possible

70. Ask your fans to ‘like’ posts for a fun reason

74. Ask relevant questions

78. Always respond to comments

82. You can also “like” comments to add activity
(but don’t over-do it)

83. UPDATE: Tagging other pages is less effective
Facebook sometimes clumps tagged posts
together so they are less valuable. BUT,
sometimes these posts are featured.

89. we : Content Weight
Facebook’s preference of posting certain types
of content more than others
+
How many interactions the content gets

90. we : Content Weight
Facebook’s preference of posting certain
types of content more than others
+
How many interactions the content gets

91. Remember this?
Types of content:
Text status updates
Links
Pictures
Videos
Events
Polls/questions

92. Types of content:
Text status updates
Links
Pictures
Videos
Events
Polls/questions

93. Types of content:
Text status updates
Links
Pictures
Videos
Events
Polls/questions

94. Types of content:
Text status updates
Links
Pictures
Videos
Events
Polls/questions

95. Types of content:
Text status updates
Links
Pictures
Videos
Events
Polls/questions

98. Types of content:
Text status updates
Links
Pictures
Videos
Events
Polls/questions

101. Types of content:
Text status updates
Links
Pictures
Videos
Events
Polls/questions

104. Posts between 100 and 250 characters (less
than 3 lines of text) see about 60% more likes,
comments and shares than longer posts.

105. Posts including a photo album, picture or video
generate about 180%, 120%, and 100% more
engagement than the average post,
respectively

106. we : Content Weight
Facebook’s preference of posting certain types
of content more than others
+
How many interactions the content gets

113.  Goal: More activity around your content
The more likes and comments a piece of
content has, the more Facebook will show it.

114. de : Recency
How recently the content was posted

115. Content “expires” in 1-2 days.

116.  Goal: Post Frequently
If you don’t post at least a few times a week,
not many people will see your content.

117. RECAP:
The number of times Facebook will show your
content equals:
{AFFINITY}
x
{ACTIVITY+CONTENT TYPE}
x
{TIME DECAY}

118. Recruiting on Facebook

119. You can post:
 Updates about dates and pricing
 Information about new tracks
 Unique selling points
 Participant testimonials (written/video)
 Press about your program
 Materials your participants create (business plans,
guidebooks, events)
 The link to your program application
 Answers to FAQs
 Application deadline reminders
 Milestones in the history of the program

120. Examples

121. Program Activity

132. Recruiting

137. Encourage people to contact you through the
new “message” function - now people can
communicate privately and directly with pages.

140. A few more things…

141. Facebook Ads

147. Share your page outside of Facebook

148. Image links

149. Like boxes
http://developers.facebook.com/docs/reference/plugins/like-box/

150. Email signatures

151. Email newsletters

152. Printed materials

153. See the impact

154. Look at your page insights to see
what is successful

158. Use the analytics of your website to see how
many people Facebook sends to your website

160.  Takeaway: Put in the time
Try to have someone from your program devote
at least a few minutes a day posting content
and interacting on Facebook.

161. Questions?

162. Thank You!
Miranda Bogen
Director of Communications
Masa Israel Journey
(212) 339-6976
mirandab@masaisrael.org
@masaisrael