This document provides information about Facebook pages and tips for using them effectively. Facebook pages are public profiles created for businesses, brands, and organizations to engage fans rather than friends. The document outlines key metrics like page likes and fan demographics. It also shares examples of successful brand pages like Oreo, Banana Republic, and Wendy's. Engagement strategies discussed include contests, questions, mobile optimization, and sharing fan content. Tools for scheduling posts, creating contests and tabs, and measuring analytics are also reviewed.

1. Facebook Pages
By: Colby Higgins, Giorgio Bortolomiol,
Ethan Parker, Kevin Ward

2. What is Facebook?
• An online social networking service launched
on February 4th, 2004.
• Currently they have over 1.3 Billion active
users as of June 2014 and are worth $212
Billion
• Largest social network in the world
Facebook Newsroom

3. What are Facebook Pages?
• A Facebook page is a public profile specifically
created for businesses, brands, celebrities,
causes, and other organizations. Unlike
personal profiles, pages do not gain "friends,"
but "fans" - which are people who choose to
"like" a page. Pages can gain an unlimited
number of fans, differing from personal
profiles, which has had a 5,000 friend
maximum put on it by Facebook.

4. Facebook Statistics
• 1.39 Billion monthly active users (890 Million log
on daily)
• 58% of entire adult population uses Facebook
• 25-34 is most common age demographic (29.7%)
• 16 million local business pages added since May
2013 (100% increase)
• U.S. ranks #1 in total users, but 82% of daily
active users come from outside the U.S. &
Canada

5. Personal Success Story: Darren Hardy
• Personal Brand Page
• Personal Branding Expert, motivational speaker,
and author
• Video in about section - Differentiates
• 250,000+ Likes
• Lots of visual posts (Photos, Videos, Quotes,
Infographics)
• Engages followers by asking questions frequently
Darren Hardy Facebook Page
Personal Branding Examples

6. Corporate Success Story: Dell
• Share B2B Social Media Marketing Strategies
• Able to keep customers brand aware
• Allows for engagement & widens reach
• 85,000+ Likes
Dell Logo
Dell - Social Media For Business

7. Key Terms
• Username: Also called a vanity URL, allows you to
customize your web address
• FBML: Facebook Markup Language; subset of HTML -
allows you to create a custom content box or tab
• Badge: Custom box created to share Facebook page on
other websites
• Like: Option to give positive feedback & connect
• Ticker: Right side of home page, shows real time live
updates
• Page: Similar to profile but is made for a business,
organization, or brand

8. Key Terms
• Follow: Get updates from page/profile without
friending
• News Feed: Appears on the middle of homepage,
includes status updates, photos, videos, links,
App activities, and Likes from the people, Pages,
and Groups you’re associated with
• Notification: Updates about activity on Facebook
• Timeline: Part of profile/page. Shows your posts
& posts you’ve been tagged in
• Activity Log: Complete list of posts & comments
by your page

9. Unusual Facts
• Engagement is 18% higher on Thursday and
Friday
• There are an estimated 83 million fake profiles
• A 2009 advertising campaign from Burger King
titled “WHOPPER Sacrifice” rewarded
Facebook users a free “Angry Whopper” for
publicly deleting 10 friends, who would then
receive a blunt message informing they were
deleted for a free hamburger.

10. STRENGTHS WEAKNESSES
• Increased Exposure to Potential
Customers - 1.39 billion users
• Lower Your Marketing Expenses - start a
page doesn’t cost anything until you start
paying for ads to get page Likes and
boosting posts.
• Reach a Targeted Audience – with the
ads you can choose your target market.
• Facebook Insights - they provide great
information for business owners.
• Loss of Control - there is little control
over who posts information or what
those posts contain.
• Competition - Marketing platforms
executed via Facebook are open to easy
duplication by competitors.
• Professionalism - Facebook were created
to facilitate the casual sharing of
information that may not mesh with the
professional reputation you want to
establish for your business.
• Subscriptions - People can later choose
to hide your posts from view.
Benefits of a Facebook Page
Disadvantages of a Facebook Page
Disadvantages of Facebook as a marketing tool

11. 10 tips for using Facebook Pages
1. Use a great, creative and unique cover photo and profile picture,
better if combined together and add a description to it including
link.
2. Use Facebook page app: there are a lot of app with different
function that can customize your page (welcome tab, video
players, contest app, etc.).
3. Hide valuable content behind a like barrier: hiding it will get more
likes to your page, encouraging the non-fun to became fun and
discover the hide content.
4. Experiment with how often you post: there isn’t a perfect number
of post, it depends from a lot of things so find how often is better
for you. However do it regularly.
5. Buy Facebook ads: the targeting option of Facebook ads will help
you to reach your target audience.

12. 10 tips for using Facebook Pages
6. Write concise posts and use a lot of images and videos. Try to
share self-explanatory photos (they should be detailed enough
that a person can understand your content without reading any of
the text you added).
7. Customize your URL (you can do it when you reach 25 fans)
8. Use Facebook insight to measure your success and understand
what you’re doing right, and then do more of it.
9. Use #Hashtags to promote a specific campaign or categorize your
post by topic so the people searching this hashtag can easily find
you.
10. Be Mobile Ready: the majority of Facebook users are accessing
the site via their mobile devices, many of them only with a mobile
device so you should optimize your page for both desktop &
mobile devices.
4 Facebook Page Tips That Are Total No-Brainers
Tips and Tricks for Running a Successful Facebook Page
How to optimize your Facebook Page

13. Engagement Strategies
• Openness and disclosure: showing what goes on inside the
company.
• Access: showing availability for customers and fans to reach and
interact with the company (reply to comments, like).
• Positivity: efforts to make a customer’s experience enjoyable and
pleasant.
• Assurances: making customers feel that their concerns are
important and valid.
• Networking: showing shared interest with followers and fans
• Sharing of tasks: collaboration with followers and fans to solve
problems of mutual interest.
• Share original, behind the scenes photos of you and your team.
• Engage your community with questions: interest in hearing from
your audience.

14. Engagement Strategies
• Keep your updates short: people don’t have the time or patience to read
anything over 140 characters (100 characters or fewer suggested).
• Post at times ideal for your fans – the optimal time to post on Facebook is
between 1:00 pm and 3:00 pm.
• Use the right words for higher engagement – be direct in your request,
and fans will listen; ask to like, comment, share, and makes fans excited
with keywords such “winner”, “win” , “events”, “promotion”, “coupon”
• Post with a strong call to action (better if graphic).
• Share fan created content: sharing fan-made content is a great way to
bolster a true sense of community among your followers and it shows that
you care and makes fans feel valued and appreciated.
• Host a contest: you can ask to like or comment to win a prize, that will
help you to engage and involve your audience and reach new customers.
Improve your Facebook engagement
Increase engagement on your Facebook Page
The Complete Guide to Growing Your Organic Facebook Reach

15. Essential Tools and Apps
• Page Insights (Facebook Native Measurement)
– Shows how many people like your Page and the
amount of new likes.
– Allows you to see how many people saw your
Page and your posts.
– Displays how many people clicked, liked,
commented on or shared your Page or posts.
Native Facebook Measurement
Facebook Logo

16. Essential Tools and Apps
• Ads Reporting (Native Facebook
Measurement)
– Allows you to see how your Facebook Ads perform
and how many people you reach.
– Helps users to fine tune ads to make them even
better.
Native Facebook Measurement
Facebook Logo

17. Essential Tools and Apps
• Hootsuite
– One of the most commonly used apps for
scheduling Facebook posts.
– You can make calendars, schedule contests and
messages for your followers.
– Manage multiple social media accounts.
– Number one app in the whole market due to its
many features.
Hootsuite Logo
15 Essential Apps

18. Essential Tools and Apps
• Mass Planner
– Manages multiple social media accounts in one
place
– Preferred over Hootsuite by many corporate
companies with an active Facebook page.
• More intuitive
• Better integration of Pinterest
– Not optimized for Mac users
Mass Planner Logo
15 Essential Apps
Hootsuite Vs. Mass Planner

19. Essential Tools and Apps
• Woobox
– Contest creator app used by more than 3 million
page owners on Facebook.
– Creates contests of all different types.
– Multitude of ideas and themes to suit your online
brand and Facebook page.
Woobox Logo
15 Essential Apps

20. Essential Tools and Apps
• Heyo
– Template creator suite that can create anything
from tabs to contests.
– Popular for its ease of use.
– Mobile version for easy and timely access.
Heyo Logo
15 Essential Apps

21. Essential Tools and Apps
• Ripe Social
– Facebook app suite that accomplishes a variety of
tasks, such as:
• Creating Facebook tabs
• Creating contests
• Issuing coupon offers
• Collaboration with your Twitter account
• Filming and posting videos
Ripe Social Logo
15 Essential Apps

22. Essential Tools and Apps
• Sprout Social
– According to their Facebook page, Sprout Social is,
“Sprout Social is a social media management and
engagement platform for business.”
– Social Media Management System (SMMS) with
functionality for:
• Multiple person teams
• Focus on engagement, publishing and analytics.
• Ability to integrate with Facebook, Twitter, Google+,
LinkedIn
Sprout Social Logo
15 Essential Apps

23. Essential Tools and Apps
• Sprout Social Pros and Cons
Pros:
• Well-organized dashboard
• Messages
• Tasks
• Feeds
• Publishing
• Discovery
• Analytics / Reports
Cons:
• Limited number of social
networks
• Compose window
• Lack of LinkedIn integration
• Higher cost
Sprout Social Logo
15 Essential Apps
Practical Commerce: The Pros and Cons of Sprout Social

24. Oreo
Oreo uses images and montages to share a tip or tell a story.
Successful Facebook Marketing
Oreo Facebook Page

25. Oreo
Successful Facebook Marketing
Oreo Facebook Page
Oreo uses creative images and videos of their food
combined with recipes and a creative use of hashtags.

26. Banana Republic
Banana Republic Success Story
Banana Republic Facebook Page
Banana Republic uses their Facebook Page to show pictures as well as advertise sales
promotions and contests. They target their best customers to achieve a higher click-
through rate.

27. Humans of New York
• Humans of New York started as a photographer
telling stories. It has since developed into a book
and a movement to connect on a deeper level.
• Each day, they share several posts that tell
people’s stories, along with their image.
• Key takeaway: tell your fans a story about your
brand directly in a Facebook post.
Successful Facebook Marketing

28. Humans of New York
Successful Facebook Marketing
Humans of New York Facebook Page

29. Starbucks
More than 35
million likes,
the Starbucks
Facebook
page is in the
top 10 brand
pages.
Starbucks
gives people
tips to help
them use
their
products.
Key Takeaway: Create and post unusual
images to catch people’s attention.
Successful Facebook Marketing
Starbucks Facebook Page

30. Wendy’s
• Wendy’s has had recent success in using their
Facebook Page for crowdsourcing.
– Limited-time offer Pretzel Bacon Cheeseburger on
Facebook and Twitter with a quirky campaign that
asked users to create their own jingle for the burger
using #pretzellovesongs
– This campaign reached 85 million potential customers
in the US.
– They used the Facebook Livestream app so that users
could hear the winning song that was picked.
Wendy’s Success Story
Wendy’s Facebook Page

31. Wendy’s
Wendy’s Success Story
Wendy’s Facebook Page
Recently, Wendy’s has
partnered with
celebrities to make funny
videos for their Facebook
Page.
One example is
partnering with ESPN’s
Jay Bilas (Right) for a
March Madness
promotion.

32. The Home Depot
• Before Thanksgiving 2013, The Home Depot
ran a contest called "The Great Giveback“
• Fans were asked to share what they were
thankful for in their work.
• For each entry, The Home Depot donated $5
to Team Rubicon, a national disaster response
team that works with veterans.
Home Depot Success Story

33. The Home Depot
Home Depot Facebook Page
Home Depot Success Story
Results:
• They raised $28,000
for Team Rubicon
• Increased positive
sentiment about The
Home Depot as an
employer
• Drove Facebook
engagement.
• Boosted job applicant
morale prior to the
holiday season.

34. NHL – National Hockey League
• The NHL Page prioritizes the things they know
users care about most when visiting their
Facebook Page, including:
– Photo and video highlights
– Live Stream
– Contests that give users the chance to win tickets.
– Relevant news stories and compelling visual
content that get high levels of engagement from
their fans.
The Best Facebook Pages Ever Seen
NHL Shield Logo

35. NHL – National Hockey League
NHL Facebook Page
The Best Facebook Pages Ever Seen

36. Top 5 Essential Readings
1. How to Optimize Your Business Page for
Facebook Search by John Rampton of Forbes
2. The Complete Guide to Growing Your Organic
Facebook Reach by Kevan Lee of Buffer
3. Facebook Organic Growth: How to Defy the
Odds and Grow a Huge Facebook Community by
Michael Stelzner of Social Media Examiner
4. The Real Reason Your Facebook Page Doesn’t
Get Engagement by Ravi Shukle of Post Planner
5. Page posting tips and best practices by Facebook
for business

37. Setting Up Facebook
• How to Create a Facebook Business Page
• Video tutorial from iBrand Your Business

38. Facebook Analytics (Page Insights)
• Insight Dashboard
– Provides number of likes, friends of fans, who is
actively talking, and weekly reach.
• Virality
– Shows how many users engaged with a particular
post.
• Likes
– Tell you the demographics (such as age) and
locations of people who like your page.
Facebook Insights

39. Facebook Analytics (Page Insights)
• Reach
– Allows you to see your page views and unique visitor
views.
– Differentiate those who searched for you as opposed
to clicking on the Facebook ad.
– Identify your reach in terms of organic searches, paid
and viral searches.
• Check In
– Tells you the number of people who have checked in,
where they live, whether they are male or female etc.
• Talking About This

40. Facebook Analytics (Page Insights)
Facebook Insights

41. Facebook Analytics (Page Insights)
Facebook Page Insights Example 1

42. Facebook Analytics (Page Insights)
Facebook Page Insights Example 2