Learn the tips to understanding Facebook’s new features and master the tricks to integrate a Facebook fan page into your company’s marketing strategy.

1. Social Media Workshop
Expand Your Company’s Presence

2. Getting Started in Social Media

3. Jump Start Your Social Media
• What is this thing called Facebook?
• Break down the Facebook Timeline
• How to use Facebook for your organization
• How to create your Facebook Marketing Message

4. "Social media is good news to small business. It levels the
playing field." -- Karen Mills, administrator of the Small
Business Administration

5. Facebook Facts and Figures
• Monthly active users now over 1 BILLION
• 20% of all page views on the web are on Facebook
• 425 million mobile users
• 2.7 billion “likes” per day
• 57% of users are female
Source: AllFacebook.com

6. Facebook Definitions
• Timeline is your page: your stories, photos and videos, friends, favorite
activities/interests
• The News Feed: continuous stream of updates about your friends’
activities; appears on your Home page
• A Friend: someone you are connected to on Facebook. Friending is the
act of sending someone a friend request; all friendships have to be
confirmed by both people
• Like: clicking Like gives positive feedback
• Activity Log: tool that lets you review and manage everything you share
on Facebook
• Admin: people who create and manage activity

7. Personal Profile Page

9. Facebook Branded URL
www.facebook.com/username

10. Facebook Images
• Cover image replaces landing page
• Cover Art Guidelines: Do Not put contact info, calls to action,
or arrows pointing to the Like or Share button
• Brand the heck out of your company! Include brand images,
logos and visually appealing graphics
Cover photo: 851 x 315
Profile picture: 180 x 180
Thumbnail image for apps: 111 x 74
Highlighted & milestone images: 843 x 403

11. Facebook Fan
Page Posts
• Four filters: Highlights, Posts by Page, Posts by Others, and
Friend Activity; default is always Highlights
• Pin posts: Posts pinned to the top of the wall for up to 7 days
• Highlighted Posts: Will take up both sides of the page to bring
special attention to a specific post

12. Facebook Admin Panel
• Notifications
• New Likes
• Messages
• Insights
• Manage your page

14. Facebook Promoted Posts
• Works with all posts: status
updates, photos, offers, videos
and questions
• Shown in the news feed of
fans
• Friends of fans who interact
with your page will see it

15. Facebook Promoted Posts vs Facebook Ads

16. Facebook Promoted Posts
Promoted posts can also be targeted by language or location by
clicking on the public button when creating the post and adjusting
the options.

17. Facebook Promoted Posts
Promotions can be paused
or budgets adjusted by
clicking on the gear menu
in the bottom-left-hand
corner and selecting “stop
promotion” or the pencil
icon “budget.”

18. Facebook Promoted Posts
Once the promoted post goes
live, admins can access data on
the number of Facebook users
who have seen the posts, as well
as the percentage of users who
like their page who have also
seen the posts.

19. Facebook Tools: Insights
People Talking About This (PTAT): help brands track engagement on
their page and measure the ‘word of mouth’
 Total number of people who have interacted with your page
 Available on a post-specific level
 Determine which type of content connects with your fans
Facebook insights also provides:
• demographic data - including gender, age, location
and language
• Clearly define brand’s target audience
• Content for future posts

20. Facebook Tools: Schedule Posts

21. Facebook Graph Search
Live search bar that allows users to find what their friends
have liked or recommended as well as photos of friends.

22. Facebook Graph Search
How to get the most out of Graph Search:
• Make sure your Facebook page is as complete as possible
If you haven’t categorizing your page, Facebook will make decisions
for you, or you won’t be featured at all

23. Facebook Graph Search
• Use key words in your About Section

24. Facebook Graph Search
• Only directly shared photos and videos will show in photo and
video searches

25. Facebook Graph Search
• Make sure you tag each photo with your Page name and any
location associated with the photo

26. Tips and Tricks for Facebook
• Tagging your organization or your fans using the @ sign
• Using Facebook as
your organization
• View your Insights:
time of day, types of posts

27. Facebook Marketing
• Post events, promotions, photos and videos
• Ask & answer questions
• Share your stories
• Inform, Educate and Entertain

28. Facebook Marketing Message

29. How to Inspire Fans
• Sharing your stories with picture
galleries and videos
• Link to your site for volunteer and
donation information
• Ask sponsors to match your efforts on
their fan page

30. Facebook Marketing Message
What’s it all about ….
• Facebook is about relationships
• Being personal is everything
• Successful Facebook marketing
campaigns revolve around personality
• People like Facebook for entertaining stuff

31. Fans like to be entertained

32. Facebook Marketing Message
• Extend reach of your organization –
updates on new services, programs,
volunteer opportunities
• Make it sharable – offer value
and they will return the favor by sharing with
their network
• Make stuff exclusive – offer what's just out
of reach and make them "Like" your Page
to get it! They win. You win.
Everyone wins.

33. Social isn’t the place for the hard sell
Social media is all about building relationships and growing
trust.
• answering questions
• providing helpful information
• trusted resource
Sometimes it’s better to talk less and listen more
Doing social media well doesn’t mean you need to be
anywhere and everywhere.
Social media isn’t free

34. What did we learn?
• How to use Facebook fan pages – remember to check
your insights and develop a posting schedule
• Tips and tricks of using the Facebook Timeline
• How to create a marketing message

35. Questions??
Connect with Penney Fox
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Twitter: @foxinteractive
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Email: pfox@foxinteract.com
Web: www.innersocialmedianess.com