1.
Social Media Essentials

2.
By the end of this course you will learn..
• How to create an account on Facebook and Instagram
• Who has access and can manage the accounts
• How to update your organisations profile information
• The basics of what makes a good post
• Ways to improve engagement

3.
Setting up accounts

4.
Setting up accounts - Facebook
• Set up a personal profile on the app or the website, you have to have
this before you can create a business page.
• On the app, go to the burger menu (3 lines) on the bottom right
corner, then select pages, then create.
• You can then name your page and add details such as category,
location, and profile and cover photos
• inviting friends of your personal profile to like the page.
https://www.facebook.com/business/help/1968057156746246?id=939256796236247

5.
Setting up accounts - Facebook
https://www.facebook.com/business/help/1968057156746246?id=939256796236247

6.
Setting up accounts - Instagram
• Set up a personal profile from the app or website, once that is set up
you can switch it to a professional account or create a separate
professional account.
• Go to your profile and click on the hamburger icon (3 lines, top right
of profile) and select Settings. From here you'll see an option to switch
to a Business or Creator account. Setting up a business or
creators account unlocks additional insights needed to succeed.

7.
Setting up accounts - Instagram

8.
Optimising your profile

9.
How to Optimise your Profile - Instagram
Tweak your bio to be compelling
• Use your brand voice
• Include hashtags
• Try emoji’s
• Use spacing and line breaks
• Only 150 characters long so make it
count!

10.
How to Optimise your Profile - Instagram
Optimise your profile pic
• Use logo ( load at 180 x 180 pixels)
Make sure your profile is complete
• Name and Username
• Website link, or multiple links using a service like Link Tree

11.
How to Optimise your Profile - Instagram
Take advantage of Instagram business profile features
• Contact information
• Category
• Actions buttons – Order Food / Book Now /

12.
How to Optimise your Profile – Facebook page
Complete your bio and additional information
• Use your brand voice
• 255 characters to describe who you are and what you do.
Optimise your profile pic
• Use logo (170 x 170) and cover photo

13.
How to Optimise your Profile – Facebook page
Make sure your profile is complete
• Name and Username
• Website & link to other social media platforms
Take advantage of business profile features
• Contact information
• Category
• Call to actions buttons - what will be your CTA?

14.
First Impressions
• The appearance of your FB is the first impression a visitor gets.
• Cover photo should be a unique image/video/slideshow that
represents your brand – Could be a photo of a popular product, your
storefront, people that work at your business – clear and high
resolution
• Profile photo – LOGO – clear and high resolution
• Call to action buttons – what do you want your audience to do on
your page (better engagement e.g. Shop now / Order Food / Book
Now / Send message) – right below the cover - test them and see
which one works best.

15.
Optimise for mobile
• Putting reviews, information, brands you’ve worked with or other
details on your cover photo can work well.
• Remember however 98% of people use FB on their phones so make
sure everything you do to your profile works on the mobile view

16.
Templates and tabs
• When setting up your page you are given a selection of
templates from business, services and more.
• These templates will assign various tabs to your profile and
highlight certain information.
• You can also select which tabs are displayed on your page and
their order. These range from Events, reviews, Videos or Shop
amongst others. The most important tabs should always be
first as especially on mobile only the first few will be visible
without going into a sub menu.

17.
URL
• Your page is the voice of your business on Facebook, and you
want to make it as easy as possible for people to find it one of
the ways is to Create a Facebook Username which is also
connected to your Vanity URL (this way people can type into a
web browser and easily find your page (e.g.,
Facebook.com/CentreforEntre)
• This URL is automatically created by FB but can be
customised and edited (Edit Page Info section) – FB will let you
know if it’s taken but it’s worth trying a few options and see
which one works best and claim your name ASAP

18.
Build Your Audience
• Invite friends - Customise the invite message and explain why they
should like the page
• or invite in Messenger

19.
Managing accounts

20.
Managing accounts - Meta Business Suite
• Admins can change roles on a page
• You can set various different roles:
• Admin – Full access
• Editor – Can not assign page roles
• Moderator – Can respond to and delete comments, send
messages as a page, create ads, view insights and see which admin
created a post
• Advertiser – Create ads, View insights, see which admin created a
post
• Analyst – View insights, see which admin created a post

21.
What makes a good post

22.
Have you got a quality content conundrum?
• What should you post?
• What aspects of your business should you show off?
• Is your business product or service based?
• How do others do it?

23.
What is Quality Content?
Quality content is simply:
• Research your audience – demographics/needs/obstacles
• what does your audience value as meaningful and relevant
• Use and speak your audience's language to show you identify with them
• Content needs to be well written, have a purpose and can be simple
• You DO NOT NEED expensively made visuals – your phone is adequate equipment
• tailor your content to suit the platform

24.
What can quality content consist of ?
• Product development
• Work in progress
• New ranges
• Inspiration
• Behind the scenes
• Colleagues & customers
• Advocates/products in situ
• You might just want to post product shots, but keep it real, and have variety

25.
Write compelling captions
Instagram and Facebook may be a visual platforms, but your captions are vital too. They allow
you to:
• tell the story that makes the photo meaningful
• build empathy, community, and trust
• or just be funny
Develop a clear brand voice so you can stay consistent. Do you use emoji’s in your captions? Is
there a style guide that your brand follows? What hashtags do you use? A good set of
guidelines will help keep your captions distinct and on-brand.
Borrow inspiration from the best copywriters out there. https://blog.hootsuite.com/Instagram-
captions-drive-engagement/

26.
Write compelling captions
Micro- blogging is the process of writing good Instagram captions that are
informational and give your followers a particular take away. These takeaways can help
them plan a trip, start a blog, sell a product, and so so much more.
https://www.heymarvelous.com/blog/how-to-use-instagram-for-micro-blogging
• Brand content works best when people can imagine themselves using your products
or services. And it’s harder for people to do that if they don’t feel represented or
recognised. Aim for your content to be inclusive in every sense of the word.
Celebrate all walks of life but avoid clichés or stereotypes.
• Add alt-text image descriptions and automatic captions and follow best practices to
make your posts accessible.

27.
Posting Best Practice
 Be Consistent. Plan what you’re going to post
and when. Consider creating a ‘content calendar’
– Users get a sense of when they are going to
hear from you.
 Post Timely Content. Piggyback on holidays and
events. Great way to getting into the
conversation that is happening in real time and
your audiences are interested in.
 Analysis competitors: What content are they
sharing and what can you learn to improve your
own content
 Keep it short and sweet. Make sure that posts
have a central theme and get to the point.
People scan posts/pages so short concise and
punchy works best.
 Share exclusive content. Offer deals unique to
your Facebook audience that cannot be found
anywhere else. It gives reasons to your
audiences to stay engaged with your page

28.
Posting Best Practice
 Include a Call to Action. Add links to your
content and include headlines that
encourage your audience to click.
What do you want people to do after they
view your post? Do you want them to leave a
comment? Do you want them to like your
page? Do you want them to click the link to
visit your website? Encourage them to do so
 Be Authentic and honour your unique voice.
E.g. show a behind the scene and show your
audience what your brand is really about. Be
transparent.
 Be engaging. Ask for feedback and always
respond promptly to questions and
comments. Your page is a two-way street.
Your fans are there because they want to
engage and interact with your brand.
Could you tag someone in your post?
Mention them?
 Keep your profile up to date. Make sure your
keeping your details up to date to prevent
confusion.

29.
Pinning your post to top of your page
It appears before any other content on the page – when someone arrives to a page this would be the
very first post they see – use it to highlight important content for your own audience. You can only pin
one post at a time – it’s almost like creating a landing page!

30.
Improving engagement

31.
Post consistently
To use your Instagram account for business successfully, you need to show your
followers that you’re serious. It’s not enough to just post quality content sporadically.
You need to post consistently, so your audience knows they can expect a steady
stream of interesting and helpful content from you on a regular basis — making your
brand worth a follow.
Having said that you, as a business owner also need holiday at times and…sleep.
Scheduling content is the answer to that problem. Use a social media management
tool, i.e., Business Suite, Hootsuite or Buffer, or many others (some are free, and some
are not!). Using a tool not only helps you to stick to a consistent content calendar, but
it saves you time and lets you take a break.
Hootsuite has created this video you might like to watch
https://www.youtube.com/watch?v=lgbf0pSOvmQ&t=19s

32.
Add ‘Call to Action’ on Pages and Posts
A call to action is a prompt to get your audience to do something specific. This is the
part of your content, ad, or website that invites a reader to act.
• On a website, a Call to Action is typically a button, a clickable image, or a link.
• You can have call to action button on Facebook business page ? Instagram bio and
posts on both platforms
• A compelling call to action (or CTA) is key to a strong social media strategy - it can
help drive website traffic, increase sales, and improve conversion rates.
https://blog.hootsuite.com/how-to-write-effective-ctas/ https://www.andrewmacarthy.com/andrew-macarthy-social-media/instagram-call-
to-action-examples

33.
Top tips of CTA’s to use
Popular examples are:
• Sign up for your free trial.
• Download my guide.
• Get your free instant quote.
Or simple ones like:
• Join us
• Try for free
• Subscribe
• Sign up
• Learn more
• Choose language that can inspire enthusiasm or emotion.
• Create a sense of urgency, perhaps limiting the time people have
to an offer.
• Highlight the benefits to accepting your offer.
• Go beyond just stating what your business does and tell them
exactly what it can do for them.
• Powerful, clear, instructive verbs/ command words are great to
use.

34.
Top tips of CTA’s to use
Once you grab their attention, you can write your CTA. Caption CTAs
often ask for engagement. Using the context of your post as a basis,
you can:
• Tell them to tag a friend
• Ask a question (“what do you think?” “sound off in the comments”)
• Direct them to the link in your bio
• Ask them to share your hashtag in their posts
• Encourage them to tag you in their posts or stories

35.
Grow and engage your audience
• Respond to comments and mentions
• Grow your tribe
• Using hashtags can make your Instagram content easier to find
• Promote your Instagram business account on other channels
• Collaborate with influencers

36.
Don’t forget to engage with other’s posts
• Click the heart to like a post
• Comment on a post
• Click on the bookmark to save the post
• Click the arrow to share the post

37.
Over to you
•
Head over to
https://www.instagram.com/cosmic_uk/
https://www.facebook.com/cosmicuk
What do you like about the pages?
What do you not?
Do you see call to actions? Replies to comments etc?

38.
Thank you
Please complete the feedback form for this course using
the QR code or this link.
https://forms.office.com/r/6G0cgGKLA1