Boost Your Social Media
Workshop Notes from SBCWK 2013
Background Information
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Facebook has over 12 million Australian users.
Twitter just over 2 million but with rapid growth.
Facebook has over 1 billion users worldwide.
Most online time is now spent on FaceBook
Devices used to be getting smaller, they are now getting more pervasive.
Many people check first thing in morning and last thing at night. Many are banned during
work. Young people checkin often.
Think about all of your online assets as a whole. Understand the concept of funneling.
Think about the user experience in your funneling.
Average online attention span is around 6 seconds.
While Facebook started Social Media it’s not the only Social platform for business.
Things to Consider About Facebook
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Facebook is a publically listed company. It needs to make a profit, so it can’t afford for
people to start getting board with it.
It has a Page Rank Algorithm which ranks posts so that popular posts get greater
penetration.
Different users have different numbers of friends and page likes, so their news-feeds all
move at different rates. Users with a higher number of friends and LIKES may have less
chance of seeing your content.
While Google is trying to penetrate the social space with G+, Facebook is trying to penetrate
the search space.
The feed looks and behaves differently on different devices using different apps.
Facebook recently introduced the Hashtag which remains active when sharing FB posts to
Twitter.
When composing posts on mobile the hashtag is dead but it activates on desktops.
Facebook regularly changes its algorithm, rules, behaviours, settings etc but rarely tells
users.
Things to Consider for your Facebook Business Page
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Think about your business page as an asset of the business.
Make sure you are using a Page and not a personal profile for your business. A Page has
LIKES a Personal Profile has Friends.
Make sure you complete as much of the Information section as possible. Especially Address,
Phone Number and hours of operation. Check how it looks on both desktop and mobile
device. When checking on mobile device use someone else’s device as users get a different
view to admins.
You can use FB as Page or Individual and comment on FB as Page or Individual. Both are
different.
Give consideration to multiple admins and their roles.
Most people will read your content on their own news feeds and not on your page.
Your Page Profile picture is important and needs to be easy to pick out on a news-feed.
Check what it looks in a feed on multiple devices. Does it stand out?
FaceBook’s colour scheme is blue so red stands out the best.
Keep your profile pic consistent, repetition is important in marketing. You want people to be
able to identify with your profile image instantly.
Change your cover image as often as you want.
Organise your images into Albums. Add links to all mages of your products and services .
Use your page differently to how you use FB personally. Avoid talking in the first person.\
Consider the different types of posts. Status Updates, Photos, Videos, Offers, Events,
Milestones.
A Facebook Business Page is infinitely customizable with various apps. Just type in
business apps into the Facebook Search bar.
Use Facebooks metrics to refine your strategy.
Things to Consider About Your Website
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Calls to action to Like you on FB.
Calls to action to Share your content.
Embed your Social Media.
Utilize FB Comments Fields
If you have secure sections or online accounts utilize FB checkins.
It can be imbedded in your FB page.
Consider social media and device friendly tools. Blogs, Subscription, Forums, News.
Things to Consider When Posting Content
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Know your customers. Where do they live? How old are they? What gender are they?
The most effective posting times are first thing in the morning and around 6 PM at night.
Scheduled your posts for these time periods.
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Use your page ID to post then your personal ID to comment like and share.
Add a “call to action” to your post. (What do you think? Or Like if you agree etc)
Understanding online attention spans Google it. Posts of over 400 characters will truncate.
Keep them under that limit.
Ask your staff to check in and share.
Hash-tagging off topic and topical. Research hashtags first.
Use the @symbol to tag and include relevant people and pages.
Linking inside / outside your domain. If you post a link to a website that is not yours you are
simply driving people away. It’s better to drive people to your cash register rather than
someone else’s.
Encourage customers to check-in. Use QR Codes to facilitate this try www.youscan.me
Clean links / changing images. Once you put a link in a post and it appears, remove the link
then post.
What to do about trolls and other problematic engagement. Each post and comment has a
drop down at the top right. One option is to delete. You will then be present with some
options around permanent delete and or blocking.
Types of Posts
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Simple engagement
Providing useful information
Selling
Look For Opportunities
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Popular TV shows promote their Hashtags and or have loyal followers.
Opportunities in TV shows that feature Broome or the Kimberley. Recent ones such as MKR
and the Batchelor. Regular ones such as travel shows.
TV shows that feature products or services you sell. TV shows that have a following of
people you believe would be interested in your products or services.
Celebrities or events that are physically in Broome.
FaceBook is global but don’t overlook the local opportunities. Broome Notice Board. Broome
Buy Swap Sell.
The Percentage of people watching online videos to the end.
Data from Wistia, a video hosting service