This document provides do's and don'ts and best practices for using Facebook. Some key do's include choosing the right time to post, keeping posts short, responding to users, and asking questions. Don'ts include posting too much or too little, using technical jargon, and not responding to feedback. Best practices that were highlighted include using engaging content like photos and videos, customer participation through contests and reporting, and devoting staff time to social media operations.

1. Facebook
Do’s and Don’ts and Best Practices
Tim Brice - EPZ Alex Lamers - TLH Karen Hatfield - TSA

2. Facebook
• Facebook EdgeRank
• Do’s
• Don’t
• Best Practices

3. From Mary Meeker's (Kleiner Perkins) presentation in Dec 2012

4. The comments below were from John Ogren,
acting CR director:
The winter storm that left over a foot of snow across portions of Kansas and
Missouri February 20-21 provided an interesting example of the power of social
media. Analysis of the Facebook metrics revealed that one of the Pleasant Hill
weather story graphics reached over 400,000 people in 24 hours, and their
“likes” grew to more than 15,000. A comparative look at stats from local
television outlets by WCM Andy Bailey suggested the NWS reach actually
exceeded the network affiliates for weather content interactions. Similar
stories are occurring in other offices. If we can make the right tools available,
and learn to use this medium intelligently, we have an opportunity to create a
new paradigm in communicating our message. To paraphrase Andy’s
conclusion, this serves as an example that when the interest of the public
intersects with solid, attractive, easy to understand content, we can be as
influential as any local media outlet.

5. Facebook pages ≠ profiles
•
• Pages – for your office (Like)
• Page posts only reach 12% of users
(unless you pay $$$ for a higher
percentage)
Profile page for your friends and family (Friend)

6. Facebook EdgeRank
u – how often have the interacted with your page, likes, shares, comments
w – Videos > Photos > Status Updates > Links
d – as your post ages it loses value, thus a lower edgerank

7. Facebook – the good, the bad and the ugly
•
• Make sure they select “Get Notifications”
When people like your page, tell them to hover over “Liked”

8. Facebook – the good, the bad and the ugly
Facebook keeps changing the rules!

9. Facebook Do’s

10. 1. Consider your audience
•
• Better – act as if you are talking to one
person
• Discuss topics people love (like the
weather)
• Ask questions
• Use personal pronouns and
contractions
• Have a relaxed, friendly tone
Remember you are talking to people

11. 2. Choose the right time
•Post between 8 AM and 8 PM (people
are near a computer at work and home)
•Don’t forget the Weekend
•Post once to twice a day (more during
significant weather)
Just some thoughts:

12. Posted at 3:58 AM

13. Posted at 11:55 AM

14. 3. Keep it short
•
• The longer the post, the less engaging
fans find it.
• Keep status updates short but
informative
People scan Facebook; they don't read it.

15. 4. If you add links
•
• Use full URLs and let users know exactly
where they're going when they click a
link
• Avoid URL shorteners* (this isn't Twitter)
• Engagement rates are 3X higher for wall
posts that use the full-length URL.
Make sure links are good, topical, and regular
* Unless you are using them for tracking purposes

16. 5. Respond.
• Interact and respond with users.
• For example, if someone asks a
question, answer it!
• Acknowledgement is really important.
• It can take things to a new level if you
continue to interact about a particular
topic.

17. 6. Use an eye-catching image
• There is no type of content that elicits a
better response than photos.
• Posts with good pictures get better
visibility in the news feed due to the
higher EdgeRank score.
• Make sure the photo is as clear and
crisp as it can be.

18. 7. Tell fans what to do
•
• The simpler the instruction, the better.
• Ask fans to share, comment, or tell you
• Simple requests such as “Click like if
you agree”
• Don't over use
Your fans will follow your instructions

19. 8. Ask questions
• People are twice more likely to
comment on a post that poses a
question.
• To drive comments, ask a direct
question and ask for the response.
• The key guidelines are brevity, ease of
reading and answering, and interesting
topics.
• Fill-in-the-blank posts are also
extremely popular. They receive a great
number of comments.

20. 9. Keep variety in your posts
•
• Keep it interesting by mixing in links,
videos, questions
• Don't post about the same thing every
time, especially if no one is responding
or interacting.
• Mix up the type of text posts, too - some
personal, technical or odd ball.
Don't use the same images or links in every post.

21. 10. Paint a picture with your words
•
• Use action verbs
• Write conversationally
• Avoid canned phrases
• Avoid Jargon
– Use descriptive language
Photo: Dan Clark

22. Facebook Don’ts

23. 1. Posting too much or too little
•
• Too little: forgotten
• With less
engagement FB
Edgerank will go
lower and lower
• One to two posts a
day optimal
Too much: unfollow

24. 2. Don’t sound like a cranky neighbor
•
• Don't lash out at or delete negative
remarks.
• Be positive
and convey
your
expertise
and
personality
Negativity is rarely a good strategy
MikeVolpe.com

25. 3. Don't offend people
•
• Remember that weather impacts
peoples lives
• Don't promote too much or be pushy,
or people will tune you out
Not everyone likes the same weather

26. 4. Don't be boring
•
• Avoid a bunch of robo-posts
• Keep a variety of pictures, links and
interesting posts
• Don't just talk about products and
services
• Don't post just a link, add some text
to explain the link.
Don't post same thing day after day.

27. 5. Don't make people read
•
• Avoid technical jargon (speak in
common terms)
• Have more to say? Link to an
outside web page or blog post.
• Any Reddit fans? TL;DR
Lengthy posts will drive people away

28. 6. Not responding to feedback
•
• Sometimes a simple thank you,
"like", or acknowledgement goes a
long way.
• Do you ignore email or the phone?
• The point of a social network is for
people to be social!
• Not always possible depending on
the weather.
Are you listening to your FB fans?

29. 7. May not want to link FB/Twitter
• Twitter hashtags on Facebook
are not ideal
• Formatting differences between
the two networks
• Variations in what people are
looking for

30. 8. Don't forget to use proper grammar
•
• Commas, periods,
and semicolons
versus the "..."
• A post without
proper grammar
reduces credibility -
"if they can't get that
right..."
Don't type in all caps

31. Best Practices

32. Dramatic Photo: WFO Tampa
• Asked
Permission from
Photographer
o
Verbal at first,
Written by SRH
PR once it went
viral.
• National Media
Attention

33. Striking Video: WFO Wichita and WFO
Amarillo
Blizzard video at WFO AMA
• Almost 5,000 Shares
• Previous video almost 4,000 Shares
• National Media Attention
Thundersnow video at WFO ICT
• Not as many Shares, but still
attracted National Media Attention

34. "Experiments": WFO Huntsville
• Fry an Egg on Asphalt to
Demonstrate Heat Safety
• Posting brief information and
graphics about a specific topic
resonates with the public more
than just posting a link
• People want to be engaged and
respond to interactive posts versus
just a boring old link!

35. "Experiments": WFO Flagstaff

36. Meteorological "Oddities": WFO Chicago

37. Contests: WFO Boston
Customer Participation!

38. NWS Success Stories
• WFO Louisville is mentioning
social media in short fused
warnings

39. Ask for Reports: WFO Tulsa
• Not many Shares, but
Lots of Replies
• Responses were
critical to ops due to
Gateway difficulties
and surface obs
missing during mixed
precip event
• Double posted to
Twitter (see hashtags),
received responses on
both platforms

40. Asking for Shares: WFO Binghamton

41. Pleas: WFO
Kansas City

42. WFO Duluth
Well Written Status Update with Answer
•Led to some reports even though they
weren't specifically solicited!
•Personal touch by "signing" the
update.

43. Tips
• Devote One Person to Social Media Ops if
Staffing Allows
• "Like" Local Media and Other Weather
Interest Groups in your CWA
o
Monitor them via News Feed ("Home" link)
during active weather for reports, photos,
video, etc.

44. Tips
• Interact with Followers
o
Monitor "Posts by Others" section of page
o
Just liking a post/comment lets them know you
saw their information.
o
Posts with watch/warning information more
likely to have important questions asked in the
comment section.
o
If you feel you won't be able to respond to
questions during an event due to staffing, etc.,
tell them that!

45. Tips
• Engaging Content May Be Just A Different
Page Away
o
Don't be afraid to share interesting posts from
other WFOs, media, etc., on your page as long
as it is a reputable source.
• Posting Office "Action" Photos Can Help
You Connect with Customers
o
Shows that we're not the nameless, faceless
government meteorologists!
• Use "Hazard" instead of "Threat" in Posts
o
Facebook may occasionally flag posts with the
word "threat" in them, although it seems to be

46. Resources
• SR Social Media Sites page:
http://owl.li/i2AbN
• Facebook Post of the day:
http://owl.li/i2A5A
• Facebook NoNo’s:
http://owl.li/i2A2c
• Basic Facebook Job Sheets
http://owl.li/i6Cj3
• NWS Social Media Statistics:
http://owl.li/i2zYg

47. Final Take Aways
•
• Be engaging and relevant with your fans
• Then when the weather comes you will blow the
roof off things.
During the blizzard last week AMA's posts were
seen by almost 2 million people. The blizzard
video alone was seen by over 750,000 people
Think Social!
Provide consistent nice looking posts

48. Questions?
Tim Brice NWS – El Paso
tim.brice@noaa.gov
@timbrice17
575-589-4088
Karen Hatfield NWS – Tulsa
karen.hatfield@noaa.gov
@kahatfield
918-838-7838
Alex Lamers NWS – Tallahassee
alex.lamers@noaa.gov
@alexjlamers
850-942-8833
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presentation: presentation via GDocs:
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