Facebook Frenzy Workbook

What’s on Tap
Overview
Meet Facebook Timeline
Terminology
Define Your Social Media
Goals
Bricks &Mortar
The Anatomy of a Page
Changing Your Cover Photo
Changing Your Profile Picture
Adding an Administrator
Setting up a Unique URL
PostingInfo and Media
Formatting Posts and
Comments
Posting an Event
Rainbows & Butterflies
Measuring the Success of Your
Campaign
Using the Activity Log
Monitoring Facebook Insights
Post Frequency
Time of Day for Posting
Posting Ideas
Generating Fans
Other Social Media
Demographics
Choosing Additional Platforms
Tying it All Together
Outsourcing Social Media
Responsibilities
Running a Contest
Meet Facebook Timeline
Facebook made the change to Timeline for people to better tell their ‘story.’ The
Timeline feature allows a user to look at a person’s or business’s profile through the
years.

1
FACEBOOK FRENZY - QUICK REFERENCE GUIDE
Terminology Match Up
— A page meant to represent a single individual, has the ability to invite"friends," 5,000
friend maximum. Public access is limited.
— A public profile specifically created for businesses, brands, celebrities, causes, and other
organizations. The page reaches out to a community of "fans" - which are people who
choose to "like" a page. Pages can gain an unlimited number of fans.
— A page created for an organization or business to promote activities. Users can join the
group and post their thoughts on a wall and interact through discussion threads.
While Facebook groups were the main way for businesses to bring users together and
have discussions for many years, the introduction of fan pages (which later became "like"
pages) in 2007 changed this.
— The area on a profile or page where friends and “fans” can post their thoughts, views, or
criticisms for everyone to see. Walls also incorporate the news feed, displaying updates
made by the user such as statuses, links, pictures, and other recent activity.
— The comments or photos posted to your Facebook wall.
— A constantly updated list of friends’ Facebook activity now integrated with walls. News
feeds highlight information that includes profile changes, upcoming events, and birthdays,
among other updates.
— Followers of a personal profile, "Friending" someone is the act of sending another user a
friend request on Facebook.
— To remove a user from one's friends is referred to as "unfriending" by Facebook, this does
not notify the user but disables their status updates from displaying on your wall.
— A way to "give positive feedback and connect with things you care about", users can "like"
status updates, comments, photos, and links posted by their friends, as well as adverts, by
clicking the "Like" button at the bottom of the content. This makes the content appear in
their friends' News feeds.
— A group of users who have “liked” a particular page, affirmatively stating their affinity for
the page.
— This user segment (aka “Friends”) is defined as those who are not explicitly brand Fans but
who are exposed to brand impressions through a Friend who is a Fan of a particular
brand.
— Photos will always be the first app, but you are able to choose three additional apps to
highlight on your page. You can have up to 12 apps total including: Questions, Videos,
Platform (allows access to a set of API’s and tools developed by 3rd
party developers),
Places, Notes, Marketplace and Events.
— Important dates in company history. I.e. when the company was founded, launch of new
products, etc.
— Statistics that are tracked for you by Facebook. These stats vary from the number of
people talking about your Page to the number of people your stories reached.
— A status is usually short and generally gives information without going into too much
detail. When a status is updated, it posts on the user's personal wall, as well as in the
news feeds of their friends.
— A response to a status.
— A new feature as of March 2013designed to improve conversations. Offersthe ability to
reply directly to comments left on Page content and start conversation threads, making it
easier to interact directly with individual readers and keep relevant conversations
connected.
— A paid advertising tool allowing you to bumps it higher than it would otherwise appear in
your audience's news feeds.
a) Promoting a Post
b) Story
c) Personal Profile
d) Wall
e) News Feed
f) Friends
g) Liking
h) Group
i) Fans
j) Apps
k) Unfriending
l) Milestone
m) Status
n) Page
o) Friends of Fans
p) Comment
q) Reply
r) Insights

2
Terminology
 Personal Profile –A page meant to represent a single individual, has the ability to invite"friends," 5,000 friend
maximum. Public access is limited.
 Page – A public profile specifically created for businesses, brands, celebrities, causes, and other organizations.
The page reaches out to a community of "fans" - which are people who choose to "like" a page. Pages can gain
an unlimited number of fans.
 Group– A page created for an organization or business to promote activities. Users can join the group and post
their thoughts on a wall and interact through discussion threads. While Facebook groups were the main way for
businesses to bring users together and have discussions for many years, the introduction of fan pages (which
later became "like" pages) in 2007 changed this.
 Wall– The area on a profile or page where friends and “fans” can post their thoughts, views, or criticisms for
everyone to see. Walls also incorporate the news feed, displaying updates made by the user such as statuses,
links, pictures, and other recent activity.
 Story – The comments or photos posted to your Facebook wall.
 News feed– A constantly updated list of friends’ Facebook activity now integrated with walls. News feeds
highlight information that includes profile changes, upcoming events, and birthdays, among other updates.
 Friends – Followers of a personal profile, "Friending" someone is the act of sending another user a friend
request on Facebook.
 Unfriending – To remove a user from one's friends is referred to as "unfriending" by Facebook, this does not
notify the user but disables their status updates from displaying on your wall.
 Liking– A way to "give positive feedback and connect with things you care about", users can "like" status
updates, comments, photos, and links posted by their friends, as well as adverts, by clicking the "Like" button at
the bottom of the content. This makes the content appear in their friends' News feeds.
 Fans – A group of users who have “liked” a particular page, affirmatively stating their affinity for the page.
 Friends of Fans – This user segment (aka “Friends”) is defined as those who are not explicitly brand Fans but
who are exposed to brand impressions through a Friend who is a Fan of a particular brand.
 Apps – Photoswill always be the first app, but you are able to choose three additional apps to highlight on your
page. You can have up to 12 apps total including: Questions, Videos, Platform (allows access to a set of API’s and
tools developed by 3rd
party developers), Places, Notes, Marketplace and Events.
 Milestone – Important dates in company history. I.e. when the company was founded, launch of new products,
etc.
 Insights – Statistics that are tracked for you by Facebook. These stats vary from the number of people talking
about your Page to the number of people your stories reached.
 Status– A status is usually short and generally gives information without going into too much detail. When a
status is updated, it posts on the user's personal wall, as well as in the news feeds of their friends.
 Comment– A response to a status.
 Reply– A new feature as of March 2013designed to improve conversations. Offersthe ability to reply directly to
comments left on Page content and start conversation threads, making it easier to interact directly with
individual readers and keep relevant conversations connected.
 Promoting a Post – A paid advertising tool allowing you to bumps it higher than it would otherwise appear in
your audience's news feeds.

3
The Anatomy of a Page
1
3
2
4
5
6
7
8
9
Admin
panelOnly seen
by the Admins, a
quick overview
of the page
activity,
messages,
insights, etc
Mini Timeline
Simple way to
jump back in
your posted
business history
Profile Image
Square image of
your logo or photo,
no bigger than
180px by 180px
Cover Image
This is the best opportunity to
make a visual impact with your
page. Select something that
looks great and really shows
off your brand, no bigger than
851px by 315px.(See changing
cover image for restrictions.)
About
This is a short write-up
that catches people’s
attentions and sums up
what the business does.
Adding a link to your
website is a great idea to
to maximize click-
throughs to your site.
Apps - Photos will always be the first app, but you are able to show different
companies your business likes, a map, how many people ‘like’ your page,
etc. Only apps show, but you are able to have up to 12!
Posts by Others- Recent
posts (comments) collected
into a single box
Likes - If your business
‘likes’ other pages, they
are displayed here.
Recommendations – When others
visit your page, they are able to
leave comments so others know
who recommends your business.
9

4
Define Your Social Media Goals
Why are you investing time in participating and building a social media campaign?

Outcomesofasuccessful
campaign.
Your Business Social Media Goal:
0
0
Changing Your Cover Photo
This is your first opportunity to make a visual impact with your page. Select something that looks great and really shows
off your brand, no bigger than 851px by 315px.
Do NOT include (Per Facebook’s Request)
 Price or purchase information
 Contact information
 Any reference to Facebook features. I.e. share or like
 A call to action; such as “get it now” or “tell your friends”
Step by Step
1. Hover over the cover photo
and click the Change Cover
button that will appear in
the bottom right corner.
2. Choose from Photos that are
currently uploaded to your
Facebook account or upload
a photo. Remember, the
cover photo cannot be more
than 851px by 315px.
Increase Growth
Building Credibility
Building Relationships
Rise in SEO
Promotions
Lead Generation
Exposure & Branding

5
Changing Your Profile Picture
1. Hover over the picture in the bottom left corner of the Cover
Photo and click Edit Profile Picture.
2. Select if you would like to choose from your photos on
Facebook, Take a Photo with your webcam or Upload Photo.
3. Edit Thumbnail gives you the ability to move the photo to make
it look correct for all to see.
Adding to your timeline in the past
Was there an important Milestone that
happened in your business before you had
Facebook that you want your fans to know
about? The Timeline feature allows you to
post in the past!
1. Select the Event, Milestone +
2. Fill out the information, so your
fans know about the Milestone.
Even add a photo to spruce it up!
Adding an Administrator
Admin Panel -> Edit page tab -> Admin Roles -> Type in email address and select role of new admin -> Save
Types of Admins:
 Manager: Can manage admin roles, send messages and
create posts as the Page, create ads and view insights
 Content Creator: Can edit the Page, send messages and
create posts as the Page, create ads, and view insights
 Moderator: Can respond to and delete comments on
the Page, send messages as the Page, create ads, and
view insights
 Advertiser: Can create ads and view insights
 Insights Analyst: Can view insights

6
Setting Up a Unique URL for Your Facebook Page
Facebook’s unique URL’s are given out on a first-come, first-served basis. Once you pick a name, it’s yours for life, you
can’t reset it.
1. Go to www.facebook.com/username.
2. Select which page you would like to have a unique URL and Check Availability.
You’ll have to use at least five characters.
3. If the username is available, click Confirm to confirm your choice.
PostingInformation, Photos or Videos
Photo/Video
1. Click the Photo/Video button
2. Select the Photo/Video tab and
where you will upload the
photo/video from
3. Click Browse to upload your file if
uploading
4. Enter your description
5. Click the Post button
Status
1. Click in the “What’s on your mind?” box and
begin typing. The information that can go here is
the special for the month, any news from the
business or anything that you feel the Fans of
the business would like to know.
2. Be sure to Post when finished.

7
Formatting Posts&Comments
Formatting & Editing Comments
Hover over the commentand a light blue X will appear
in top right corner. Click to view the options.
Highlighted on Page: Highlight this content by
displaying it across both columns in Timeline.
Allowed on Page:The comment will be shown
on page till removed or no action is selected.
Hidden from Page: The comment will be
hidden from the public view, but not deleted.
Delete: The comment will be deleted from
Facebook.
Report/Mark as Spam: If a comment is
offensive or spam, select this to report to
Facebook.
Formatting, Editing & Organizing Posts
Highlighting Posts:Highlight the posts for special offers,
important announcements or stories by making them
larger and more visible.
Hover over the post and select the star.
This is what it will look like before being highlighted:
After highlighted: The post will span across both columns
instead of in one box.

8
Edit a post
Click the pencil next to the highligh star to see editing
options
Pin to Top: The post will be at the top of the
Timeline for seven days. This is good when you
have a special, announcement or exciting news to
tell your fans.
Change Date: You have the ability to make the
post show up in the past or future after posting it.
Add Location: If your business is at a conference
or somewhere really neat, this allows you to add
the location so your fans know where you are.
Hide from Page: The post will no longer be shown
on the page but is not completely gone.
Delete: The post will be completely removed from
Facebook and not to be returned.
Organize your posts
Help people identify the most important content on your Page:
Pin: Make your most important post stay at the top of your Page for 7 days
Star: Highlight important stories by making them larger and more visible
Hide: Hide posts that may no longer be relevant or just aren't as engaging
Schedule your posts
Manage your time by preparing posts in advance and
scheduling when they'll show on your Page. From your Page's
sharing tool:
1. Click the clock icon in the lower-left of the sharing
tool.
2. Choose the future year, month, day, hour and
minute when you'd want your post to appear.
3. Click Schedule.
Posting a status in the past
1. Just like blogs, Facebook allows you to post information now that looks like it was posted, weeks, months or
years ago.
2. Type in your status and before adding the post. Select the small clock in the bottom corner.
3. Add year will appear, and you select the year, month and day you would like it to show. Then post!

9
Posting an Event
If your business is having an event that you want your fans to
know about, Facebook allows you to make that event and invite
your fans and friends to attend!
1. Select the Event, Milestone + tab and choose
Event.
2. Fill out the desired fields.
Show guest list: This will show all of the guests
that have RSVP’d to your event.
Only admins can post to the Event wall:Those
who have RSVP’s cannot comment on the event’s
wall.
3. Click Create.
Comments and Replies
A new feature designed to improve the quality of conversations on
Pages. You can now reply directly to comments left on your Page and
start conversation threads. The most active and engaging conversations
will be shown at the top of your posts.
You can opt-in to Replies from the Page admin panel in the Manage
Permission section. All Pages will have this feature enabled on July 10,
2013. Replies are available on desktop and we plan to make it available
on mobile in the future.
Benefits for your Page
Easier for you to interact with individual people and keep
relevant conversations connected.
Ensures that people who visit your Page will see the best
conversations.

10
Post Reach
Edge Rank
Facebook views all input as “objects”. Updates, pictures, videos, etc., are all objects for Facebook to consider. Edge
Rank is the algorithm that Facebook uses to determine which of those objects are the most important for your sphere of
influence to view. Edge rank determines which is most important by the following: Affinity, Weight and Time.
Affinity: The more you interact with a person or brand, viewing their page, liking their comments the more
affinity you have with that particular page or profile.
Weight: This is how much Facebook perceives your object will be looked at: Photo/Video is highest, followed by
Links then status updates. Comments on any particular object also add weight, the more comments the heavier
the object.
Time: The older a post is the less likely it is to display in a news feed.
When you post a status update, photo or video it will be displayed on your fans pages sorted by Edge Rank. If other
items are deemed to be more important than your object then it may be displayed below the other items. If a fan
comments on your object it may be promoted to those who are also friends with that person and fans of your page and
it may also be displayed on friends of your fans pages. Clear as mud? Let’s look at an example.
Example: Anna
Anna attended a wedding this week and all of her friends are posting about it.
Because of this engagement from her friends, they will be shown in her news feed.
As a result, your business Page post may not appear organically or will appear below all of these friend stories.
But, you can promote your posts to appear higher in Anna’s news feed than they would have organically
Promoting a Post
Promoting your post is an easy way to reach more of the people
who like your Page and their friends in their news feed on desktop
and mobile. Promoting a post simply bumps it higher than it would
otherwise appear in your audience's news feeds. Promoting costs
start at $5.00.
Increase the likelihood that people will:
See your message in their news feed
Become aware of your business
Respond to your offer or sales promotion

11
Measuring the Success of Your Campaign
How will you measure?
 Number of hits to your website
 Fan/Friend/Follower head count
 Revenue
 SEO rankings
Using the Activity Log
The Activity Log gives you a complete list of posts and activity from today back to when your business page started on
Facebook. You are able to see the connections made (liked a page), adjust privacy and decide if the story/comment is on
the timeline. The Activity Log helps you to keep track of everything done, so you can keep track of what information is
posted to your Facebook Page.
In order to use the Activity Log, you must be logged in as yourself. Then, you
can click through your business’s activity log.
1. Click ‘Edit Page’ and then ‘Use Activity Log’.
2. You have the ability to filter the information by content type by
clicking the dropdown menu titled ‘All’.
Monitoring FacebookInsights
Insights overview - those who have an
active account, look at Insights and
think of ways they can improve. With
Page Insights, you can:
 Assess your Page’s
performance
 Learn which content resonates
with your audience
 Optimize how you publish to
your audience, so people will
tell their friends about you
For example, you can look at each of
your posts and see the ones that are
getting the most virality, or how likely a
person is to share something about
your posts. This is a great sign for how
people will react to what you post. Post
more of this type of content if you
want to increase the number of people
talking about you.

12
Post Frequency
How frequently you should post is a metric between number of posts, impressions and comments. To gain the most
exposure and not annoy your fans post each time your recent status update stops showing up on your fans’ News Feeds.
Each page is different. To learn more about how often to post and how long your posts remain in a users Timeline,
consider reading the following article: http://mashable.com/2011/10/26/time-facebook-posts/.
The graph to the left, from
EdgeRankChecker.com, depicts the
metrics from a Facebook page. This
particular page experiences highest
levels of engagement at two posts per
day. This number of posts yields the
best links and impressions. Note: at four
posts per day, the average number of
impressions and comments drop
considerably.
This is different for each business. For
example,MayeCreate only posts on
average one time per week.
Time of Day for Posting
A study performedby the social media management company Virtue in 2010analyzed data from 2007 to 2010 and found
the following:
 The three biggest usage spikes tend to occur on weekdays at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET.
 The biggest spike occurs at 3:00 p.m. ET on weekdays.
 Weekday usage is pretty steady. However, Wednesday at 3:00 pm ET is consistently the busiest period.
 Fans are less active on Sunday compared to all other days of the week.
Peak Activity 
3PM
 Wed Most CommentsMon Most Posts

13
What to Post
You don’t just have to post about what you do.
You do haveto post about topics that interest your audience.
Post information that is highly engaging.
One Facebook analysis suggests each incremental day of publishing branded content from the Facebook Page increases
the reach among Fans by approximately 2.5 percent. Of course, brands must also take care to ensure that the content
and frequency of publishing aligns with the expectations of their Fan base, and does not result in annoyed or disengaged
Fans.
Posting Quality Content
 Are you promoting or conversing?
o Social media is about building a relationship.
Selling constantly and never bonding does not
build relationships
 Are you contributing too little or over contributing?
o Everyone likes a chuckle or a helpful hit but steer
clear of continually talking about mundane tasks.
o Posts between 100 and 250 characters get about
60% more likes, comments and shares
 Are you keeping true to company culture?
o If you’re formal everywhere else, keep your
conversation formal yet inviting in social media.
Don’t change your persona.
 Stay positive. No one likes a whiner.
 Make it visually stimulating, Photo albums, pictures, and
videos get 180%, 120%, and 100% more engagement
respectively
Posting Inspiration Ideas
 Subscribe to RSS feed of other popular
blogs in your industry.
 Keep a list of FAQ from clients/prospects.
 Share photos, video, events and event
summaries.
 Share testimonials.
 Check out your competition and those you
admire.
 Post summaries explaining current events
or technological advances in your industry.
 Feature clients.
 Post about industry specific controversy.
Additional Ideas:
Building Your Fan Base
 Use social media icons on your website linking to your
business Facebook page allow current customers with
Facebook to become fans of your business at any point
 Invite your current Facebook friends to fan your Page
 Give information only through your Facebook Page in an
effort to entice fans to sign up
 Offer a discount or coupon if clients or prospects fan
your Page
 Place Facebook ads
 Invite your email subscribers
 Add to your email signature block
 Display a sign at your store or business
 Write awesome content, so people will like and
comment and you’ll show up on their wall

14
Other Social Media Outlet Demographics
Media by Gender
User Eduction Level by Media
Graduate Degree
Bachelors Degree
Some College
High School
Less than High
School
AverageAgeofUsersByMedia
AverageUserIncomebyMedia

15
Selecting Additional Social Media Outlets
Why choose more than one?
 Able to attract different demographics
 Allows you to network in different settings
 Utilizing the different sites will help build your SEO due to information linking
back to your website
Which social media will you use?
Day
 Never Week
Month
Day
 Never Week
Month
Day
 Never Week
Month
Day
 Never Week
Month
Day
 Never Week
Month
When will this fit into your schedule?
Morning  Evening Lunch Pre-Schedule
How much time will it take?
Beginners usually spend between 1–5 hours per week.
Example Routine
 Three minutes per day per item:
o Check for Twitter chatter about your
company and its competitors.
o Log in to Facebook to scan your wall and
comments.
o Scan Google News and Google Reader for
important articles.
o Filter and flag relevant industry-related
LinkedIn questions.
 Schedule time to write a blog post one day a
week.
o Maybe it is a reward to do something fun
on Friday?
o Maybe it is a great way to start the week?
 Schedule time to post to each social media
platform.
Your Anticipated Routine:

16
Tying it all together
Posting all at once
 Consider writing multiple posts at once, place them in your blog and set them to publish in the future
 Ping.fm: An update on Ping.fm pushes the update to different social websites at once. If you are using multiple
social media networks for your business, this allows you to update all of the statuses at one time.
 Nimble.com: Nimble allows you to unify all your contacts, calendars and conversations from Twitter, Facebook,
LinkedIn and Google into one place. It unifies your social streams and conversations from Facebook, LinkedIn
and Twitter, allowing you to interact with multiple media platforms at once.
 TweetDeck.com: With TweetDeck, you can organize your Twitter accounts and push tweets to other social
media. It provides an easy way to update your Facebook and Twitter at the same time.
Plugins to push your blog to Twitter and Facebook
 WordPress to Twitter:This plugin will send a tweet to your account when you update your blog.
 WordPress to Facebook:We have used FT FacePress II in the past and also recommend Networkedblogs.com,
http://www.networkedblogs.com/.Be sure you are logged out of Facebook before setting up your website.
(Saved in User Guides - Client)
Plugins that pull Facebook and Twitter infoback into WordPress
 Official Facebook Plugin:http://wp.smashingmagazine.com/2012/01/19/facebook-twitter-google-wordpress/
 Twitter:https://twitter.com/about/resources/widgets/widget_profile
Social media buttons
Allow others to friend you on Facebook, share each post, subscribe to your RSS feed and more.
When visitors click on this Facebook button,they’re
not liking your business but the specific information
you’ve posted. This is great for your SEO, because it
shows Google you share quality content others like.
Installing the WordPress Plugin
1. Search for Twitter Facebook Social Share in Wordpress Dashboard > Plugins > Add New
2. Install, activate and customize by going to Settings >TF Social Share
3. So many settings! Pick the icons you’d like to allow visitors to share and more.

17
Outsourcing Social Media Responsibilities
Average salary for Missouri: $48,000 for a full-time Social Media Analyst
Pros
 Their main focus is getting the business name and information out to those followers
 Direct control over messages, posts and branding
 Creates buzz around the office for campaigns and employees themselves
Cons
 Expense for the business to publicize, hire, train and pay them full-time.
 Who takes care of the social media sites when they are sick? Vacation?
 Lack of Expertise – those are truly good at social media and know how to fully utilize all that it has to offer for a
business, aren’t going to work for a single business when they can work for a firm and work for multiple
companies and make more money
Running a Contest on Facebook
 Facebook’s Promotions Guidelines, at https://www.facebook.com/page_guidelines.php#promotionsguidelines,
outlines their rules around running promotions. A “Promotion” is any campaign where a winner is selected. This
includes sweepstakes where a winner is awarded a prize on chance and contests where a winner is awarded a
prize on the basis of skill or being judged on specific criteria.
 Facebook suggests promoting the contest on your wall, but when it comes to the actual contest referring your
followers back to your website.

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