Presentation I gave at the annual NARPM convention. Brochure description: No other social media platform owns consumer engagement like Facebook. This year, the social media giant announced two major changes to its platform that could greatly impact the way rental housing professionals use Facebook: the introduction of Graph Search and a major over haul of News Feed. On the surface, the changes seem like a win-win for users, but they could end up being a mixed bag for marketers and rental housing professionals. This session will explain what these changes are and how they impact the property manager. You will also learn several steps you can take to optimize your Facebook page for Graph Search and News Feed.

1. FACEBOOK CHANGES
Michael Cunningham
Social Media Manager, RealPage
RealPage is a registered trademark of RealPage, Inc. This presentation also contains additional trademarks and
service marks of ours and of other companies. We do not intend our use or display of other companies’ trademarks
or service marks to imply a relationship with, or endorsement or sponsorship f us by, these other companies.
This material is provided for informational purposes only and is not, nor it is intended to be, legal advice. The
opinions expressed herein are those of the author and do not necessarily reflect the positions of RealPage, Inc.

2. • Social Media Manager
About Me
(ie., I play on Facebook all day)
• Managing Editor of the
RealPage blog network
• Property Management Insider
• Involved with Greyhound
rescue.

3. • Graph Search
Agenda
• News Feed
• Optimizing Content for Graph
Search & News Feed
• Test Everything with Insights
• Four Ways to Keep Up with
Facebook Changes

4. It’s Not that I Dislike Facebook

5. Facebook Makes Me Grumpy

6. This is Not a Deep Dive

7. GRAPH SEARCH

8. Graph Search

9. Graph Search
Typing “Apartments in
Boston my friends like”
into Google

10. Graph Search
Typing “Apartments in
Boston my friends like”
into Facebook

11. Graph Search Now Includes:
• Status updates
• Photos
• Check-ins
• Comments
• Location Data

12. Current Graph Search

13. New Graph Search

14. New Graph Search

15. Advantages to Marketers
• Monitoring Facebook posts about events they're running.
• Researching product usage.
• Identifying content opportunities based on the interest of
their most enthusiastic Facebook Fans.
• Tracking brand mentions by influencers.
• And lots and lots of other things!

16. NEWS FEED

17. Facebook News Feed

18. Facebook News Feed

19. Story Bumping

20. How Story Bumping Works
• Used to be Called Edge Rank
• News Feed algorithm responds to signals from you:
• The number of likes, shares, and comments a post receives from
the world at large and from your friends in particular
• How much you have interacted with this type of post in the past
• How often you interact with the friend, Page, or public figure who
posted
• Whether or not you and other people across Facebook are hiding
or reporting a given post.

21. Last Actor

22. Last Actor

23. OPTIMIZING YOUR
CONTENT AND PAGES

24. How to Optimize for Graph Search
• Make sure your Facebook profile is complete and
•
•
•
•
accurate
Add geo-targeting data
Post engaging content and get people talking
Grow your fan base
Encourage brand evangelists to share content

25. Facebook is Like Google

26. What Counts as Quality Content?
• Is this timely and relevant content?
• Is this content from a source you would trust?
• Would you share it with friends or recommend it to
others?
• Is the content genuinely interesting to you or is it trying to
game News Feed distribution? (e.g., asking for people to
like the content)
• Would you call this a low quality post or meme?
• Would you complain about seeing this content in your
News Feed?

27. Examples of Bad Facebook Posts
• “Click Like if you think daffodils and rainbows are
awesome. Share if you think Unicorns and rainbows are
better.”
• Asking inane questions: “Red or Blue?”
• Watch out for polarizing subjects: politics, religion, etc.
• Tying your Twitter feed to your Facebook Page News
Feed

29. Examples of Good Facebook Posts
• Anything that your target audience will find relevant,
useful, or funny:
• Asking thought provoking questions: “What do you think
•
•
•
•
of institutional players getting into the single-family
space?”
Share best practices
Ask opinions
Photos or memes that deal with subjects important to your
fans
Links to articles, videos, or websites that will help your
audience do their jobs better.

30. Examples of Good Facebook Posts

31. How Do You Know It’s Working?

32. INSIGHTS
Test Everything.

33. Facebook Insights

34. Facebook Insights

35. Overview

36. Overview

37. Overview

38. Likes

39. Total Page Likes

40. Net Likes

41. Where Your Likes Came From

42. Reach

43. Post Reach

44. Likes, Comments & Shares

45. Hide, Report as Spam, and Unlikes

46. Total Reach

47. Visits

48. Page & Tab Visits

49. Other Page Activity

50. External Referrers

51. People

52. People Reached

53. People Engaged

54. Posts

55. When Fans Are Online

56. Post Types

57. Link Post

58. Status Update

59. Status Update

60. Post Types

61. All Posts Published

62. Engagement Rate

63. Post Details Card

64. Insights Make Me Happy

65. FOUR WAYS TO KEEP UP
WITH CHANGES

66. Follow Facebook
• Facebook for Business Page
https://www.facebook.com/facebookforbusiness/news
• Facebook Privacy
https://www.facebook.com/fbprivacy
• Facebook Media Room
https://newsroom.fb.com/

67. Technology & Social Media Websites
• TechCrunch Facebook Tag:
http://techcrunch.com/tag/facebook/
• Mashable Facebook Tag:
http://mashable.com/category/facebook/

68. Technology & Social Media Websites
• Social Media Examiner
www.socialmediaexaminer.com
• HubSpot Social Media Tag
http://blog.hubspot.com/marketing/topic/social-media/

69. Blogs that Follow Facebook
All Facebook
www.allfacebook.com
Inside Facebook
www.insidefacebook.com

70. Social Media Experts
• Mari Smith
www.marismith.com
• Jay Baer
www.convinceandconvert.com
• Christopher Penn
www.christopherspenn.com
www.shiftcomm.com/blog/
• Amy Porterfield
www.amyporterfield.com

71. QUESTIONS

72. THANK YOU
michael.cunningham@realpage.com
Twitter: @RealPageMichael
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