Secrets of a successfuland effective Facebook pagepresented byPeter TögelClemson University
Facebook in 60 seconds Facebook is a social networking service and website launched inFebruary of 2004, operated and privately owned by Facebook, Inc. As of June 2011, Facebook has more than 674 million active users –more than 149 million users in the United States alone. According to the Nielsen Company, the average active social media user,logs in 19.2 times per month on Facebook, spending an average of5 hours and 52 minutes on the site. According to a study by Starcom MediaVest Group and Rubinson Partners,Facebook makes up 56% of all shared content (up from 45% in August, 2010)on the web. Facebook allows you to share your passion and conviction.
Personal, groups & pagesPersonal The purpose of thepersonal page is to giveyourself a means tointeract and connect withfriends and to portrayyourself. Off-limits to companiesand nonprofitorganizations.Groups The purpose of a group isto connect like-mindedpeople or giveinformation about a topicthat is of interest to youand your groupmembers.Groups can be keptopen, closed or secret.If you're a group admin,your name will appear onthat group.Pages The purpose of abusiness page is topromote your business,product or service or torepresent a public figure,celebrity or band. Pages will never displaytheir admins' names Vanity URLs Promotional Widgets Targeted Stream Posts Metrics
It is easyto buy a horse . Facebook marketing can becost effective but it requires alot of time, effort and a fewpassionate communicators tomaintain a dialogue with youraudience. Without putting in the effort,your page will show your realinterest in your audience. Don’t expect to get thousandsof fans to your Facebook pagewithin your first month, but seta realistic goal and try to makeprogress towards it every day.
Create a vanity URL The URL of your Facebook page israndomly generated until you reacha certain amount (currently 25) offans, then Facebook lets you pickyour own vanity URL. If you are the administrator of thepage, go towww.facebook.com/username/to create a username for your page.
Promote and make your website social Insert thefacebook image on your website home page and link it to yourFacebook page. Use the Facebook Activity Feed plugin to show your audience what theirfriends are doing on your website through likes and comments. Link your Facebook page to Twitter. Announce your Facebook page to your web team. Clemson University andCollege departments have websites/directories that list all University relatedFacebook pages. In addition, share it with email lists, meeting rooms,email signatures, flyers for events, presentations, websites, wikipedia . If you are addressing a live audience, encourage people to join your pagevia SMS. Facebook users can send a text message to 32665 (FBOOK) withthe words “fan yourusername” OR “like yourusername” (without the quotes).
Invite Invite your Facebook friends to your page. You probably have your ownfriends on Facebook and odds are some of them are interested in the workyou do. Send them a personal message inviting them to check out yourorganization’s Facebook page. Don’t ask everyone; just invite your friends who may truly be interested. Create and promote giveaways to people that comment to a certain post ofyou. Because they have to “like” your page to comment, giveaways are likelyto increase your fan base.
Find possible friends Fbsearch.us is a quick and easy way to search for content on Facebook bykey types, for example, posts, photos, people, pages, groups, and events. Itreturns only “public” results so you won’t see everything, but it’s a goodstarting point. http://www.fbsearch.us/
How often should we post? According to SocialBakersthere really isn’t a magicnumber for the amount youshould be posting. Posting less than 2 times perweek is not enough to maintaina social connection withyour audience. The average page shouldreceive somewhere between5-10 new posts per week.
Update regularly Keep your Facebook page updated. Don’t make the mistake of neglectingyour Facebook page or homepage. Your page should be social - not just another avenue for press releases. You need to be passionate and willing to walk the extra mile for youraudience. The content should be a quick read by your audience. Think of short,engaging and to the point posts. A reader needs to understand the gist ofyour content in 10 seconds or less. Keep the content fresh and don’t forget the viral nature of Facebook. Reply and pay attention to fans. If a fan asks a question, try to answer it assoon as possible.
Create engaging content Ask timely questions Ask poll questions Ask yes or no questions Ask fun questions Ask specific questions Ask preference questions Ask edgy questions Ask who’s attending an event Ask true or false questions Ask fill in the blank questions Ask questions about a photo Reply and pay attention
Status messages longer than 420 characters Find a photo you want to accompanyyour extremely long status update. Select your photo, you can write asmuch as you want! Share!
Provide exclusive content Give your audience a reason to‘Like’ of your organization.Add content to your page foryour fans that they cannot getanywhere else. Keep the content varied, fun,and interesting. Think aboutexclusive videos, bonusmaterial, bloopers, podcasts,tips, gifts, discussion threads,coupon codes, etc.
Get your content shared more often Include numbers in your titles and status messages. Post on weekends as people tend to share more on the weekends. Believe it or not – but certain words get shared more.Good words are “why”, “most”, “world”, “how”, “health”, “bill”,. Write articles with a positive spin. Write in plain English – as the complexity of a post increases,the number of times it gets shared decreases. Include videos if possible.
Interact By becoming a fan of your page, your audience acknowledged yourorganization. Now it is your turn to show them that you care about themand their loyalty. Answer to their posts or at a minimum, “like” their posts. Ask fans to take interesting photos from their county. Have your fans uploadthese photos to your page. Interaction keeps people connected. Keep in mind, every time someone interacts on your page it may appearon that person’s Facebook feed, promoting your page to their friends. Empower your fans, rather than trying to marginalize, shove aside,or steam roll them with press releases or event announcements.Ask everyone to like your posts.
Tag photos If you host events, be sure to take plenty of photos, load the photosto your Facebook page and tag the people on the photos. Encourage fans to tag themselves. This, again, pushes that photo and the link to your page out intothe walls of your fans and their friends.
Tag your page Use the @ tag. As long as you like yourown Facebook page, you can “@ tag”your page on your own personal profilewall. Tag your Facebook page by writinga personal status update. If Facebook does not automatically link to a friend’s name or page name, starttyping the “@” symbol and the first few letters of your fan page name, and itwill appear from a drop-down menu to select. This makes it an easy link thatyour friends can choose to click. This also can be done when you post messages on other people's walls orfan pages. But keep in mind to not just spam other pages.
Have a call to action Every Facebook page shouldhave an objective it wants theaudience to complete whetherit is . buying a product signing up for a workshop signing up for a newsletter signing up to become anadvocate making a gift volunteering their time
Track readership and learn Get statistics on your audience, demographics, page views, interactions andmuch more with the Insights tool for pages. See what works and go from there.
So what is the biggest secret?
Passion The “Chosen Social One” needs to have passion for the audience. Your organization needs to understand that Facebook should not be justanother task on your list of duties. To be successful and social, it means for you to show passion for youraudience every hour of the day, 313 days a year. It is like falling in love!Show your love! You would not just be in love from 9-5, Monday - Friday. While you don’t have to be in the office all of this time, you must be preparedfor passionate “chatter” from all angles and all times. Don’t automate posts! It is like sending a robot to a networking event. Keep in mind, people that like your page are your friends and advocates.
Sample Facebook pages @ Clemson University Clemson Universityhttp://www.facebook.com/clemsonuniv Clemson University's College of Agriculture, Forestry & Life Scienceshttp://www.facebook.com/ClemsonCAFLS Expeditions with Patrick mcmillan Clemson Extension - Upstate Horticulturehttp://www.facebook.com/UpstateHort South Carolina Botanical -Botanical-Garden/103813554908 Carolina Canninghttp://www.facebook.com/carolinacanning Upstate Horticulturehttp://www.facebook.com/UpstateHort
References This information is supplied with the understanding that no discrimination is intended andno endorsement by the Clemson University is implied:NewsSocial Media News – http://socialmediatoday.comFacebook Marketing Statistics – http://www.checkfacebook.comNielsen Wire – http://blog.nielsen.com/nielsenwire/Facebook Resource – http://www.allfacebook.comTechcrunch – http://techcrunch.comsocialbakers – http://www.socialbakers.com/ToolsFacebook Applications – http://www.involver.comFacebook Applications – http://fanpageengine.com/Facebook Plugins - ok Vanity URL - http://www.facebook.com/username/Facebook Link to Twitter - http://www.facebook.com/twitter/Static FBML 2011 - https://www.facebook.com/apps/application.php?id 225821460764691Hootsuite - http://hootsuite.com/TweetDeck – http://www.tweetdeck.com/
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