Room 214 and LOHAS partnered together to put on an intensive social media training workshop. Read through this Room 214 presentation on Facebook from the event to learn the best practices and strategies for the platform within the categories: What's New, Engagement, Content Strategy, Monitor and Respond, and Advertising and Offers.

1. FACEBOOK
Info@Room214.com
@Room_214
Facebook.com/Room214

2. WHAT’S NEW

3. THE NEW FACEBOOK
 The newly released version is all about:
• Reducing clutter
• More focus on stories from the things and people that user’s care about
• More focus on on visually appealing images and advertisements
 Fans have a choice of feeds (photos, music, groups, pages they are following)
 Same look across mobile devices, tablets and the web

4. GRAPH SEARCH & NEARBY
 Graph search enables people to find information through the filter of their friends
 When people search for something, the search is unique to them. The results are based on:
• Social connections, engagement, likes, check-ins, proximity and ratings
• Sponsored results are still available
 The “Nearby” function is essentially the mobile version of Graph Search

5. ENGAGEMENT

6. WHAT HAPPENS POST LIKE?
YOU NEED A CONTENT STRATEGY
 Typically, only 15-20% of your fans will see any
given post
 The vast majority of your fans only see and
interact with your page through their home
feed
FOCUS ON ENGAGEMENT
 Fan engagement has a big effect on how
many people see your posts
 If your community is not engaged, you are
letting potential fans go to waste

7. LIFE OF A STATUS UPDATE
Facebook’s edge rank algorithm determines which fans and non-fans see stories from your page
What does it mean?
You need engagement! The more comments, likes, and posts from your fans, the more
people will see your updates

8. CONTENT
STRATEGY

9. FACEBOOK INSIGHTS

10. CONTENT STRATEGY:
RULE-OF-THIRDS
1. POSTS ABOUT YOU
Posts about your brand/product/group which
cover news, new content (such as blogs and
videos), and anything else directly related
2. POSTS ABOUT FANS
Re-posted comments, posts, and other content
from your fans
3. POSTS ABOUT INTERESTS
Get to know your audience, and observe what
they normally post to their own streams. You
should be posting similar content to your
stream to identify with them.

11. STATUS UPDATE STATS
 Posts 80 characters or less in length have 27% higher
engagement rates
 Posts which end with a simple question receive 15% higher
engagement
 Pages that post outside of business hours have 20% higher
engagement
 “Soft sell” words are more effective than hard sell words
(ex. “win” vs. “promotion”)
Status updates and page posts are the number one way people
interact with brands and organizations on Facebook

12. STATUS UPDATE TIPS
 Post Often: Pages that post 1-2 times daily have more fans and
interactions than pages who post only a few times weekly
 Don’t Over-Post: Time your updates to be at least 3-4 hours
apart so as not to overwhelm your fans
 Use Hashtags: Facebook just introduced the use of hashtags.
Once they become available to you, incorporate them into your
post
 Be Timely: Updates that refer to holidays and current events are
more likely to gain interactions
 Ask Questions: Ask your fans questions to get them talking
 Give Fans a Call to Action: Give your fans specific directions on
how to respond to your post (example: “Do you enjoy cake? If
yes, click like!”)
 Go Beyond Text: There are several of ways to enagage your fans.
Post photos, albums, links, videos and event invites
There are a few general guidelines you can follow as you write
your page updates, which can help you keep your fans engaged

13. MONITOR &
RESPOND

14. MONITORING
Facebook’s Pages Manager App is an easy way for admins to check on their page activity, view insights and
respond to their audience on-the-go

15. RESPOND TO
FANS
When someone posts on your page, they want to
know there is a human on the other end of the
conversation. Responding to to comments and
questions will increase engagement with your
fans
COMMENT TAGGING
Within a comment stream, type “@” and a
commenter’s name. It will allow you to tag
specific fans in your response. It also notifies the
commenter that you have tagged them in a
comment

16. ADVERTISING &
OFFERS

17. PAID ADVERTISING
 Starting this month, Facebook is doing a major overhaul of their advertising platform. Changes
include:
• Removing the questions product for pages (polls)
• Removing advertising for offers
• Combining promoted posts & sponsored stories
• Changing specs
• Targeting

18. FACEBOOK OFFERS
 Improved mobile layout (bigger images, easier to claim)
 Option to share with specific friends (rather than automatic sharing)
 Reminder before offer expires
 List of saved offers

19. QUESTIONS?
Info@room214.com
@Room_214
Facebook.com/Room214