Looking for help with Facebook? Our slides include tips on creating compelling content, using the new changes such as offers and promotions, engaging more people and improving the ratio of people 'talking about ' your page.

1. Facebook for Business
Advanced
Lorna Sixsmith
Write on Track
www.writeontrack.ie

2. “We do not have a choice on whether we DO
social media, the question is – HOW WELL WE
DO IT”. – Erik Qualman.
www.writeontrack.ie

3. Facebook for Business
1. Tips for Using Facebook Effectively &
Improving Your EdgeRank
2. Introduction to Insights/Facebook Analytics
3. Recent Changes to Facebook & How to
Increase Engagement
4. Facebook Offers/Promotions and
Competitions
www.writeontrack.ie

4. Why Use Facebook?
• To communicate with
customers and potential
customers
• To build loyalty
• To receive feedback
• To showcase customer service
• Keep in touch with customers
• To build brand awareness
• To increase sales
www.writeontrack.ie

5. 56% of consumers are likely to recommend a
brand to a friend after becoming a fan –
Hubspot 2012
51% of consumers said they were more likely to
buy a product after liking it on Facebook –
Hubspot 2012
www.writeontrack.ie

6. Why a Business Page?
• Get more ‘likes’ than ‘friends’
• Some of the Rules
• Statistics
• Can message your fans
• Handy admin panel
• Professional
• Schedule
• Promote
www.writeontrack.ie

7. What is Edgerank?
• Edgerank is the name given to the formula
that Facebook uses to work out your ‘score’.
• The level of interaction on your facebook page
affects the number of people talking about
your page.
• Which, in turn, affects your visibility in your
fans’ news feed.
• The more interaction your update gets, the
more likely to be featured as a top story.
www.writeontrack.ie

8. How to Increase your Fan Base
• Facebook advertisements/sponsored stories
• Invite your friends
• Ask a few friends to recommend your page
• DO NOT ask people to like and share to enter a
competition – a rule-breaker
• Paid competitions
• NEW - Offers
• Get people ‘talking about your page’ by using
compelling content
www.writeontrack.ie

9. Numbers
• It’s not just numbers of fans
• It’s the number of people talking about it
• If people interact on your page, they are more
likely to purchase.
• How to get them talking?!
• Post Once A Day
www.writeontrack.ie

10. Talking about this
• The numbers talking about your page shows
potential fans how compelling and engaging
your page is.
• Refers to those who like your page, interacted
in some way, mentioned or tagged your
page, answered a question or/and responded
to an event.
www.writeontrack.ie

11. Use compelling photos related to your
brand
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12. Get People Talking
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13. 9 Ways To Create Compelling Content
1. Use good quality photos (related to your biz)
2. Ask people what they like about the photo or
invite a comment
3. Ask questions
4. Fill in the blank
5. Tell stories and invite responses/stories
6. Quotes
7. Links to relevant articles
8. Polls
9. Calls to action (to your website)
www.writeontrack.ie

14. Do Not
• Use emotional blackmail e.g. Likes in return for a
donation
• Ask people a multiple choice question ie like for x,
comment for y and share for z!!!
• Ask people to like and share your update as entry
to a competition.
• Ask ‘Did you enjoy xxxx’. Click Like to say yes
• Use pictures/ memes that are unrelated to your
business
• These are all bad practice/ against Fb rules
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15. How many see your post
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16. Create a Url for the update by clicking
on the timestamp (tweet link to it)
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17. Whisper Codes
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18. Facebook Calendar – Use Scheduling
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19. Change your voice
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20. How To Increase Chances of Your
Updates being seen by more Fans
• Compelling Content
• High number ‘talking about it’
• Use promoted posts
• People adding your page to their Interest Lists
• People signing to receive notifications
(advantages and disadvantages)
• https://www.facebook.com/pages/feed (to see
updates from pages- should be available in left
sidebar soon)
www.writeontrack.ie

21. www.writeontrack.ie

22. Some Insights Explained
• Reach = the number of unique people who
have seen your update
• Engaged Users – the number of people who
have clicked on the post
• Talking About – the number of people who
have created a story / interacted with your
post
• Virality – the % of people who created a story
of the unique people who saw your post
www.writeontrack.ie

23. Reach
• Paid – the number of people who saw it from
a sponsored product
• Organic – the number of people who saw your
update in their newsfeed, ticker or on your
page
• Viral – The number who see it via seeing it
elsewhere
www.writeontrack.ie

24. Facebook Offers
• Over 400 fans only
• First one free
• Cheapest promotion is $8
• Can offer it as an online
promotion, online and in
store, and in store only
• Provide a discount code
• Can create a barcode
www.writeontrack.ie

25. What makes an offer successful?
• Decide on what success is – is it a high uptake
of claims or of those who redeem? More fans?
• Fixed Price or a % discount?
• Free item with a purchase?
• Take care when writing your T&Cs, don’t
overpromise and not deliver
• Expiry Date
• Image – a picture tells a thousand words
www.writeontrack.ie

26. Competitions
• Asking people to ‘like and share’ is a huge No
No – you risk having your page shut down by
facebook
• Shortstack
• Ensure the prize is related to your brand
• Consider working with other companies in an
area to club together for a great prize and to
get entries.
www.writeontrack.ie

27. Find Me At:
• Facebook.com/writeontrackresults
• Facebook.com/garrendennylane
• Linked In – Lorna Sixsmith
• Twitter - @writeontrack_L, @garrendennylane
and @irishfarmerette
• Website: www.writeontrack.ie
• 086 1051007
• Email: writeontrack@live.ie
www.writeontrack.ie