2. Topics
 What is Facebook
 Why Should Businesses be on?
 Getting Started
 Posting
 Measurement
 Demographics
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3. Facebook
 Founded in 2004, but since 2006 open to anyone over age
13 with an email address
 Originally for personal connections, but now brands in
the game too
 The numbers speak for themselves: 1,000,000,000 active
users
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4. Why use it?
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5. It’s the new SEO
 Social Media Optimization (SMO) is the new SEO, or
rather two halves of a whole.
 SMO is the distribution of social objects (videos, blog
posts, tweets, Facebook updates) so that they’re
optimized to rise to the top of any related search
query, where and when it is performed.
 Eben will cover optimization – page titles,
descriptions and tags.
 SEO + SMO = Amplified findability in the traditional
and social web.
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6. It’s Effective
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7. It’s Growing
 Social media adoption among U.S. small businesses
doubled in the past year from 12% to 24%
 61% of small business owners use social media to identify
and attract new customers.
 75% surveyed have a company page on a social networking
site.
 45% expect social media to be profitable in the next 12
months.
According to survey conducted by University of Maryland's Smith School of Business with Network Solutions
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8. It’s Real-Time
 Reveal the human side of a company, give it personality
 Provide useful information that people won’t get
elsewhere (or at least not as quickly)
 Respond to comments, complaints, requests real-time
 Have a platform for announcing news, promotions, events
 Generate new business leads
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9. It’s Huge
 Facebook: 1,000,000,000 active users
 Twitter: 175,000,000 active users
 LinkedIn: 150,000,000 registered users
 Pinterest: 8,000,000 active users
 Blogs: 346,000,000 people read blogs every day
 YouTube: 800,000,000 unique visitors last month
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10. Achieve Business Objectives
 Increase visibility
 Connect with customers
 Increase engagement
 Promote your brand
 Create a community
 Promote and manage events
 Give back to loyal customers through special offers and
discounts
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11. What’s the ROI?
 Tapping into the latest research, Imbue Marketing has
taken a closer look at the value of social following
 Results published March, 2012
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14. Facebook - Getting Started
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15. Facebook - Getting Started
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25. Examples of Cool Covers
http://www.dreamgrow.com/23-cool-examples-of-
facebook-page-cover-photos/
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81. Getting Started - Social Media Plan
 Define the goals for social media
 increasing sales, brand awareness / engagement or simply
more people who “like” or “follow” your business
 Create your plan – align with marketing calendar
 Identify the most important keywords for your business.
Use these consistently in all posts, tweets, updates.
 Create a content calendar for posting
 Measure and adjust – traffic, comments, leads, etc.
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82. Topics for Your Content Calendar
 Post engaging relevant content, in short post with great
images.
 Business Updates, Events, Hiring, etc.
 Your thought leadership, original content, blog posts
 Curated content from complimentary businesses/services
 Fun things – reflect popular culture, e.g., Super Bowl,
Marathon, Labor Day, etc.
 Show your personality – appropriate cartoons, you on the
golf course, etc.
 Employee, supporter, customer, donor of the week
 Ask questions, take polls, conduct contests
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83. Posting
 Set-up Google Alerts for your keywords
 Best practice is to post on Facebook one time per day,
Minimum 2 times per week
 Use tools like HootSuite, TweetDeck to schedule and
manage posts
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84. Engage and grow your following
 Write interesting and relevant posts will encourage followers
to engage with your posts
 Liking, commenting and sharing are important
 Facebook uses the level of engagement to determine how many
people see your posts
 Reveal the human side of a company, give it personality
 Provide useful information that people won’t get elsewhere
(or at least not as quickly)
 Respond to comments, complaints, requests real-time
 Have a platform for announcing news, promotions, events
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86. Facebook Best Practices
 Use Facebook To Connect with Potential Clients
 Develop Business page OR use personal profile
 Maintain a Consistent Flow of Communication
 Post 2 times per week (listing, info)
 Blog posts, images of sold properties, etc.
 Integrate Facebook Into Your Existing Marketing
 Constant Contact App
 Use different images on different channels
 Create and Maintain a Professional Image
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87. Facebook Best Practices
 Promote and manage events – Public open houses,
Mortgage Forums, etc.
 Upload and invite your email list
 Invite your friends
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88. Facebook Best Practices
 Build community and it will grow organically
 Join relevant Facebook groups
 Contact the group owners and ask if they’ll cross
promote
 Post on other relevant, related FB pages
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89. Build Up Your “Likes”
 Hold contests/sweepstakes/giveaways/refer-a-friend
 Put a link to your Facebook page on your website
 Include Facebook link on all materials that reach target
market (business card, emails, flyers, etc.)
 Leverage your email list
 Build community/engagement and it will grow organically
 Join relevant groups
 Run Facebook Ads
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90. Measuring
 Use Facebook Insights to see which posts are most
successful for you
 Success = posts with Likes, Shares, and Comments
 Use Google Analytics to monitor if Facebook and other
Social Media sites are sending traffic to your website
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94. NEW FACEBOOK LOOK – coming
soon!
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96. Demographics - Facebook
 86% of Facebook users are age 25 and older
 81% have some college education or bachelors/graduate
degree
 58% earn $50,000 or more
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97. Thank You!
Bridget Gibbons
bridget@gibbonsdigital.com
Gibbonsdigital.com
@gibbonsdigital
Facebook.com/gibbonsdigital
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