Thanks to all the great folks who came out to see us at the Fayetteville-Lincoln County Chamber of Commerce on Thursday, June 28, 2012.

2. Reach more people.
Get more interactions.

3. AGENDA:
(1) Understanding Edgerank
(2) Types of Facebook Accounts
(3) Understanding Insights
(4) Tips to Optimize Your Posts - TODAY
(5) Facebook Updates You Need to Know

4. Section
1 of 5
UNDERSTANDING EDGERANK

5. TOP STORY VIEW MOST RECENT VIEW
What I see
What I
missed

6. The greater the number of
edges on an object,
the higher its score.
Affinity, Weight, Time Decay

7. AFFINITY - Favors people you know &
interact with most
Every action
builds affinity.
Listed
relationships
count, too

8. WEIGHT - Favors high interaction, is
weighted to different types
Comments are
about 4x more
valuable than
likes

9. TIME DECAY - Favors recent over old
A Facebook
post typically
lives for
about 3 hours

10. Section
2 of 5
TYPES OF FACEBOOK ACCOUNTS

11. PROFILES PAGES
Authorized & Official
For Businesses, Brands,
Personal Use Celebrities
For Individuals & Organizations
“Friends” “Fans”

12. CREATING BUSINESS PAGES
www.facebook.com/pages/create.php

13. COMMUNITY
Topics, Causes, Experiences, Interests
“Created from fields on your profile page”
No single author, unofficial
Usually starts with Wikipedia story + comments

14. PLACES Debuted in August 2010
Share with friends where you are
“App - account created by mobile check-ins”
(smartphone required)
No single author, unofficial

16. PLACES CHANGE:
March 2011 = added
check-ins and maps to
business pages with
street address

17. OFFICIAL
“PAGE”
UNOFFICIAL
“PLACES”

18. PLACES Then in August 2011,
Facebook ditched this standalone
"Places" location mobile app
Users can now add locations "from anywhere,"
whether it's the Web or a phone (past or present)

19. POSSIBLE DRAWBACKS TO “UNCLAIMED” PLACE PAGES
• Duplicate places
listings
• Inaccurate business
info (and no
sourcing)
• Reviews & check-ins
split between
multiple (claimed)
profiles
• Can draw likes to the
wrong account

20. Now Businesses Can Create
A Place Account from the
Beginning …

21. CREATING BUSINESS PAGES
www.facebook.com/pages/create.php

24. “That extra message you are
seeing is to ensure that real
business places are set up.”

27. SAME METRICS -- PLUS CHECK-INS
This Place has check-ins
This Page does not

28. HAVE A BUSINESS PLACE PAGE? CLAIM IT

30. HAVEN’T STARTED? CREATE AS A COMPANY
www.facebook.com/pages/create.php

31. Section
3 of 5
UNDERSTANDING INSIGHTS

37. Big picture view of
your page

38. See a spike?
Hover over a
data point and
get the numbers

39. What do these terms mean?

40. REACH - Unique
people who saw
the post

41. ENGAGED USERS -
clicked on the post
when they saw it and
went to the page that
generated it

42. TALKING ABOUT THIS -
engaged with it (liked,
commented, shared )

43. VIRALITY- % of unique
people who interacted
out of the total people
who saw it

44. Post + photo
Post + link to website
Post – text only

45. likes, comments
& shares

48. We average 10,933
people per post*
That’s the average
for most Pages**
OF OUR FAN BASE
SEES ANY GIVEN POST
*Based on average reach of 28 posts starting Feb 9 2012 against 65,289 fans
**SOURCE: “Uh Oh, Facebook Pages Only Reach 17% of Fans,” http://www.allfacebook.com/facebook-page-17-2012-01

49. Section
4 of 5
TO IMMEDIATELY OPTIMIZE
YOUR FACEBOOK EFFORTS

50. 1. Define the Content Mission
Pageviews to your website
( traffic )
Feedback from and Discussion with Fans
( engagement )
Prioritize

51. 2. Post Content related to your
business, but not specifically about
the business.
SOURCES: http://facebook-studio.com/news/item/page-publishing-that-drives-engagement; http://www.smallbusinesssem.com/facebook-
content-ideas-straight-facebook/5801/#ixzz1yMpfV2Kq

52. 3. Lead With the Pictures

53. 4. Post Multiple Photos at Same Time
Album = More Clicks = Higher Weight
SOURCE: “Multiple Photo Posts Increased Clicks 1290% – Facebook
Case Study,” convince andconvert.com

54. 5. Convert to Photo + Call to Action

55. 6. Watch 3rd Party Apps
Videos shared from third-party sites
(YouTube, Vimeo) appear to
generate less organic activity than
videos hosted on Facebook
SOURCE: http://mashable.com/2012/06/07/facebook-marketing-
mistakes/?
At one time, Facebook punished
users of third-party APIs by killing
their EdgeRank. Could it happen
again?
SOURCE:
http://sustainablejournalism.org/marketing/r
ecent-facebook-updates-cripple-pages

56. CHANGES IN NEWSFEED = 50% drop in
impressions (per post over 6 months)
SOURCE: http://edgerankchecker.com/blog/2012/01/post-impressions-june-vs-dec-2011/

57. 7. Tell Fans What You Want Them to Do

58. 8. Monitor What Works
These are
industry
stats.
How many posts? What are
How many words? yours??
Any day of the week better?
What gets the most negative feedback?

59. 9. Ask - and Answer - Questions

60. 10. Check out Your Competition

61. Section
5 of 5
CHANGES RELEVANT
FOR BUSINESS ACCOUNTS

62. We Look At Timeline Differently
http://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/

63. http://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/

64. WHAT WE SEE
1 - Cover picture
2 - Profile picture
3 - Personal info
… with longer
fixation on personal
information
http://www.sociableblog.com/2012/01/09/facebook-timeline-vs-old-profiles/

65. Design Demands Multimedia Content
http://johnbell.typepad.com/weblog/2012/04/does-facebook-timeline-drive-up-
engagement-.html

66. COMMENTING

67. 2 COLUMNS
FOR POSTS

68. DEFAULTS TO
“HIGHLIGHTS”
VIEW
NOT IN
CHRONOLOGICAL
ORDER…

69. Posts by others
grouped together
here
It’s a condensed
version
Click See All to
use …

70. No way to chronologically mix “Posts by Others” with “Posts
by WHNT” in the same view

71. CHANGE YOUR VIEW TO “POSTS BY OTHERS”
Omits the WHNT posts, so you only see other
people. (This only changes what YOU see).

72. OR, USE ADMIN PANEL TO “SEE ALL” NOTIFICATIONS

73. A NOTE ABOUT COMMENTS: See the “grayed out” comments? These
are comments flagged as spam by Facebook’s algorithms.

75. PRIVATE MESSAGES

76. Fans Can Direct Message Pages Privately
Pages can’t send messages,
you can only respond to
users that have already
contacted you.
You can choose to disable
this function

77. HIGHLIGHTING
(making widescreen)

78. You Can Star Posts to Make Widescreen
PICK THE STORY
HOVER AND
CLICK THE STAR
TO HIGHLIGHT

79. NOW IT’S
EXPANDED
TO FILL
BOTH
COLUMNS

80. PINNING TO THE TOP

81. You Can Pin An Important Post to Top
• Go to the really
important post
• Hover over the pencil
to get the drop down
• Select PIN TO TOP

82. You Can Pin An Important Post to Top
• The story is now
at the top -- and
will stay there
for 7 days
• Marked with
small, orange
flag
• Only one pin at
a time
• Unpins
automatically

83. APP BOXES

84. Now, You have App Boxes

85. And You Can Change the Order

86. COVER PHOTOS

87. Rules for Cover Photos
• No references to Facebook features such as “Like this Page”
• No purchase or pricing info such as “40% off”
• No calls to action like “Download at our website”
• No contact information such as web address or phone
number

88. example

89. example

90. BUT DON’T GET CARRIED AWAY…

91. example

92. example

93. example

94. MORE AFTER-THE-IPO
CHANGES

95. 1. Each post now shows what percentage of your fans
were reached

96. 2. You can now assign five different admin roles

97. 3. You can schedule posts right from Facebook
NOTE: You have to be using the page “as the page” to see this option
- and you have to put in the year before you start to see the other
time options

98. 4. “Show in News Feed” can be unclicked

99. 5. Facebook promoted posts are available
No “new”
people will see
it – no new
audience
More of the
fans you
already have
get shown your
post

100. 6. Facebook now lets you edit comments

101. Did you see
the changes
JUST THIS WEEK?

102. Friday June 22 - Facebook Users Can Export Events To Calendar

103. Wednesday June 27 - You can CHANGE your custom URL
http://allfacebook.com/username-change-facebook_b93133
Before, page administrators would have to submit a
request to change the username – but not anymore!

104. You can only change it once

105. Tuesday June 26 – Did you notice your contact email is different?
(personal accounts, not PAGES)

106. Tuesday June 26 – Did you notice your contact email is different?
(personal accounts, not PAGES)

107. lori.miller@whnt.com
@lorimillerwhnt