Marketing Your Alliance Using Facebook Pages
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Marketing Your Alliance Using Facebook Pages was presented to the AMA Alliance Western States Conference in Newport Beach, CA on February 1, 2013 by AMA Alliance Social Media Manager, Debbi Ricks.
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Marketing Your Alliance Using Facebook Pages
- 1. AMA Alliance...Networking Using Facebook & Facebook Pages Presented Sunday, June 16, 2013 Debbi Ricks AMAA Social Media Manager
- 2. Why Facebook? • 500 million active users (half log-in daily and spend an average of 55 min.) • Average user has 130 friends and becomes a fan of 2 pages per month • 150 million users access Facebook through their smartphones • Average user is connected to 80 community pages, groups or events • 30 Billion pieces of content are shared each month
- 3. Accounts on Facebook • Technically Facebook only allows you to have one account, either a Business or Personal account • For a Personal Account you are supposed to use your real name (first and last) • Violators of this policy may have their page deleted or deactivated
- 4. Personal Accounts • Personal Accounts • Enable and allow you • to maintain a personal profile • to interact with friends • to create and/or join groups • to create a Fan Page for your business or organization • to become a fan of (or “like”) other fan pages • to purchase advertising • to make changes to a Business Account Fan Page if you are an admin • Are more versatile than business accounts
- 5. Business Accounts • Business Accounts • Are for a company that is not a sole-proprietorship • Are for a sole-proprietorship whose owner does not want to use Facebook to interact with friends. • Enable you to create Facebook page • Enable you to create paid advertisements on Facebook and on Fan Pages. • Do not have the same functionality as Personal Accounts.
- 6. Groups & Pages • Public (open) groups • Everyone can see the Group, find it in a search and make posts • Closed groups • Everyone can see the Group, but only members can see and make posts • Secret groups • Only members can see the Group, see and make posts • Fan Pages
- 7. Groups • Groups provide a closed space for small groups of people to communicate about shared interests. • Groups can be created by anyone. • Group members must be approved or added by other members. • When a group reaches a certain size, some features are limited. • The most useful groups tend to be the ones you create with small groups of people you know. • Members receive notifications by default when any member posts in the group. • Group members can upload photos to shared albums, collaborate on group docs, participate in chats and invite members who are their friends to group events.
- 8. Alliance Open Groups Kentucky Medical Association Alliance Pima County Medical Society Alliance, AZ Greater Greensboro Society of Medicine Alliance, NC
- 9. Sample Alliance Closed Groups Santa Clara County, CA Tarrant County, TX CMA Alliance, CA Oklahoma SMAA Lives of Doctor Wives
- 10. What are Facebook Pages? • Pages are a free means for businesses, organizations and brands to share their stories and connect with people who “like” them. • Pages may only be created and managed by official representatives. • Page information and posts are public and generally available to everyone on Facebook. • Anyone can “like” a Page to become connected with it and to get news feed updates. • There is no limit to the number of people who can “like” a page. • Page admins can share posts under the Page’s name. • Page posts appear in the news feeds of people who like the Page and their friends.
- 12. County , State & National Alliance Facebook Groups & Pages Alliance to the Medical Society of Mobile County Alabama Madison County Medical Alliance Alabama Alliance to the Medical Association of the State of Alabama The Alliance to the Medical Society of Mobile County Alabama Pima County Medical Society Alliance Arizona CMAA (California Medical Association Alliance) California CMAAlliance (California Medical Association Alliance) California LACMA Alliance California North Valley Medical Association Alliance California Santa Clara County Medical Association Alliance California Colorado Medical Society Connection Colorado Alachua County Medical Alliance Florida Collier County Medical Society Alliance Florida Florida Medical Association Alliance FMA Alliance Florida Lee County Medical Society Alliance Florida St. Johns County Medical Alliance Florida Medical Association of Georgia Alliance MAG Alliance Georgia Fort Wayne Medical Society Alliance Indiana Indiana State Medical Association Alliance Indiana Iowa Medical Society Alliance Iowa Kansas Medical Society Alliance Kansas Greater Louisville Medical Society Alliance Kentucky Kentucky Medical Association Alliance Kentucky Northern KY Medical Society Alliance Kentucky Lafayette Parish Medical Society Alliance Louisiana Shreveport Medical Society Alliance Louisiana Michigan State Medical Society Alliance Michigan Saginaw County Medical Society Alliance Michigan
- 13. County , State & National Alliance Facebook Groups & Pages cont. Mississippi State Medical Association Alliance Mississippi Cape Girardeau County Area Medical Society Alliance Missouri Missouri State Medical Association Alliance Missouri Clark County Medical Society Alliance Nevada Cape Fear Medical Alliance North Carolina Catawba County Medical Society Alliance North Carolina Greater Greensboro Society of Medicine Alliance North Carolina Mecklenburg Medical Alliance and Endowment (MMAE) North Carolina North Carolina Medical Society Alliance North Carolina Onslow County Medical Society Alliance North Carolina Oklahoma State Medical Association Alliance Oklahoma Berks County Medical Society Alliance Pennsylvania Berks County Medical Society Alliance Pennsylvania Florence County Medical Society Alliance South Carolina 7th District South Dakota State Medical Alliance South Dakota SMA Alliance Southern Medical Association Alliance Southern States Knoxville Academy of Medicine Alliance Tennessee Nashville Academy of Medicine Alliance Tennessee Tennessee Medical Association Alliance Tennessee TMA Alliance Tennessee Medical Association Alliance Tennessee Harris County Medical Society Alliance Texas Lubbock Crosby Garza Medical Society Alliance Texas Nueces County Medical Society Alliance Texas Tarrant County Medical Society Alliance Texas Texas Medical Association Alliance Texas Medical Society of Virginia Alliance Virginia Richmond Academy of Medicine Alliance Foundation Virginia Rockingham County Medical Association Virginia Partners in Medicine Utah Washington-Unicoi-Johnson County Med Alliance Tennessee
- 14. Why Have an Alliance Facebook Page? • Maintain relationships and foster new ones • Share successes, photos, video, and links with your target audience • Create and promote events • Start conversations and get feedback • Recruit members and volunteers • Increase online visibility and findability • Measure and optimize impact
- 15. Before You Create Your Page • Choose your name carefully--you can’t change it later • Choose your creator carefully because the page originator is the owner. • Choose who will post and monitor the page • Check out what other pages are doing • Decide what your policies will include
- 16. Define Your Goals • Who are you trying to reach? (members, prospective members, community members, volunteers, donors) • Why are you trying to reach them? (connect with them about programs or events) • What kind of information are you trying to convey through Social Media? (Updates about events and fundraisers, information about successful volunteers, projects) • What is the benefit of using SM to get them this information vs. More traditional forms of communication. (easier, faster, less expensive, allows audience to be more interactive and share)
- 17. Things to Know Before Creating a Page • Someone with a personal account must create the page • Additional page “administrators” may be added and removed • Page ownership can not be transferred. • If the original owner’s account is shut down or deleted, so is the fan page.
- 18. Content • Facebook allows you to post just about anything, but that doesn’t mean you should! • Keep content appropriate for the organization and be creative. • Posts are limited to 420 characters max, including characters in URLS • Shorter posts are more likely to get a response • Try to keep posts under 100 characters
- 19. Content cont. • Using externally-generated content • Articles, info-graphics, video clips you did not create yourself • Only post if you think those that follow you will find the information interesting or useful, relative to your local or state Alliance. • Always include a comment about the posting that gives it context relevant to your organization • Always keep Organization Mission Statement in Mind
- 20. Photos/Videos of Events • Take photos or videos at events and post them on Facebook afterwards. During the event, encourage people to find us on Facebook and tag themselves in the event photos. This encourages people to “like” us, and also, all photos they are tagged in will show up in the newsfeeds of their social networks, increasing outreach.
- 21. Content cont. • Ask a question when posting an article or utilize the Facebook Questions Function for increased share-ability. • Tag to increase visibility • Thank others to increase visibility • Share posts by others • Ask for engagement. Ask Facebook Fans to repost, “like” or share some your most interesting or noteworthy content.
- 22. Posting Post During Peak Times
- 23. Your Facebook Page The following slides will show you the basics for building and understanding your organization’s Facebook page.
- 24. Build a Page: Get Started
- 25. Build a Page cont.
- 26. Build a Page cont.
- 27. Design Your Wall Page
- 28. Build a Wall for Your Page Add a Profile Picture
- 30. Add a Cover
- 31. Choose a Photo or Logo
- 32. Build a Wall for Your Page
- 34. You’re Ready to Post
- 35. Posting
- 36. Admin Panel Top View
- 38. Analytics
- 39. Likes
- 40. Shares
- 41. Shares cont.
- 42. Reach
- 43. Reach cont.
- 45. Resources
- 46. Resources cont.
Notas do Editor
- Groups Privacy: In addition to an open setting, more privacy settings are available for groups. In secret and closed groups, posts are only visible to group members. Audience: Group members must be approved or added by other members. When a group reaches a certain size, some features are limited. The most useful groups tend to be the ones you create with small groups of people you know. Communication: In groups, members receive notifications by default when any member posts in the group. Group members can participate in chats, upload photos to shared albums, collaborate on group docs and invite members who are their friends to group events.
- Pages allow real organizations, businesses, celebrities and brands to communicate broadly with people who like them. Pages may only be created and managed by official representatives. Groups provide a closed space for small groups of people to communicate about shared interests. Groups can be created by anyone. Pages Privacy: Page information and posts are public and generally available to everyone on Facebook. Audience: Anyone can like a Page to become connected with it and get news feed updates. There is no limit to how many people can like a Page. Communication: Page admins can share posts under the Page’s name. Page posts appear in the news feeds of people who like the Page and their friends.
- [lpin all styles and configurations. Some are professionally done and others are simple. Some are complete and others are a work in progress.
- AMA Alliance thanks the American Medical Association for it’s........
- On your personal home page under pages on the left, click “create a page.
- Select the type of organization. In this case we’re choosing a Non-Profit Organization.
- Give a title to your page. We have created 2013 Western States Conference.
- For our sample Facebook Page, I chose to create a page for our Western States Conferenc 2013. The logo on the left is a snapshot that came from the CMAA’s website home page. The photo of the Marriott came from photos available on their website.
- In this example, the wall is already partially built. The wall photo was copied from the Marriott’s website and I created the little logo from the posting on the front of CMA Alliance’s website. A complete description of your organization can be added in the “About” section. The Wall is the place where your updates and posts are displayed. You can show posts from “Everyone” with the most interesting posts first, or posts from your Page in reverse chronological order. This is the space where all posts from admins and fans can appear. Click “Edit Page” and go to the “Manage Permissions” section to adjust who can post on your Wall and moderation filters. .
- The Like button is how users connect to your Page. When a person clicks the Like Button, a News Feed story is shared with his/her friends (e.g. “Robin likes Your Page”). These are your navigation links and applications. The pre-populated links may vary depending on your Page Category. Click “Edit” to move and delete links. This is the Photostrip. The most recent photos that you tag your Page in or post to your Wall will appear here. To hide a photo, roll over it and click the X in the top right corner. Use the Publisher to post an update, poll, photo, link, or video. Type the text in the box and click Share. The content will appear on the Wall and in the News Feeds of people who like your Page.
- Click “View Insights” to learn about who your audience is and how people interact with your Page. Note: you can view insights for all of your Pages at facebook.com/insights. Page Admins can export most of these insights to an Excel or CSV file. Understand how many people are connected to your Page, and demographic and geographic information. Learn about the different ways people interact with your Page.
- People who have liked our page.
- The reach chart shows how many people have seen any content about your Page, and where applicable, whether these people were reached through an organic, paid or viral channel. People might see your content through more than one of these channels. As a result, the sum of your organic, paid and viral reach might be larger than your total Page reach. Organic reach is the number of unique people, fans or non-fans, who saw any content about your Page in their news feeds, ticker or on your Page. Paid reach is the number of unique people who saw an ad or Sponsored Story that pointed to your Page. Viral reach is the number of unique people who saw this post from a story published by a friend.