Wanna learn more about Facebook for your business? • Why do people share? • Latest FB Statistics. • What's the value of a "Fan" • What happens after you click "like" • "Edge Rank" What is it, and why you need to care.

1. Facebook!
Social 101 Class
Marcus Nelson
Director of Social Media

2. O hai.
@marcusnelson
Director of Social Media
@marcusnelson #fbclass

3. Today’s Agenda
 Why do people share?
 Facebook is big
 The basics
 Fan pages
 Fans equal value
 Edge Rank
 Social plugins
 Q&A
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4. Why do people share
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5. Motivations for sharing
source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
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6. @marcusnelson #fbclass

7. In other words…
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8. Facebook is big
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9. @marcusnelson #fbclass

10. @marcusnelson #fbclass

11. @marcusnelson #fbclass

12. @marcusnelson #fbclass

13. Facebook is consuming people’s time
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14. Facebook is the largest login provider
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15. The basics
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16. Facebook glossary
Profile = Your page, contains info, photos, videos, and list
of your friends, or whatever else you choose to include.
Post = Message of 420 characters or less.
Wall = Where you & friends post to your profile.
‘like’= Button used to indicate appreciation, affiliation, or
acknowledgement without having to add comment.
News Feed = Continuous stream of updates.
Fan Gate = Page requiring a ‘like’ in order to gain further
value, content, of information.
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17. What does ‘like’ actually do
Replaces the old “Become a Fan”
Replaces “Share” by auto-posting to your wall
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18. Fan Pages
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19. @marcusnelson #fbclass

20. @marcusnelson #fbclass

21. @marcusnelson #fbclass

22. Harsh truth…
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23. So what’s the value?
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24. Source: http://pagelever.com
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25. Fans equal value
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26. Start by making them fans
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27. This is why we need the ‘like’
Getting posts into the
newsfeed is critical to
building impressions
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28. Source: http://pagelever.com
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29. @marcusnelson #fbclass

30. Edge Rank
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31. @marcusnelson #fbclass

32. Edge Rank is Facebook’s algorithm
Ranks on relevancy
Shows 3-5 most interesting posts
(FB randomizes it slightly so it doesn’t seem so stalkerish)
Most fans NEVER see your status updates
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33. How does Edge Rank work?
Time decay – as time passes, stories lose points
Affinity score – comments & likes add points
my comments are worth more than my friends
comments are worth more than non-friend comments
The native “Edge” score – eg, photos have a
default score that’s different than text
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34. Can’t SPAM it as hard as you may try
EdgeRank is between an object and a user – unlike
SEO, EdgeRank score is different for each user
No such thing as generic “Edge Rank score” – the
architecture of the algorithm makes it impossible
Real-time score – competes with everything in
newsfeed… as long as a status update is in the top 3-7
posts, you’ll probably be shown until time decay
reduces points OR other posts push you out
Note: Mobile uses “Most Recent” which makes up 30% of users
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35. You CAN optimize your content
Posting time – Saturday mornings are best
Content – Does it connect with people.
Format (text/photo/video/link) – Video/photo works best
Localization – Target “become-a-fan” ad
campaigns at friends of your fans
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36. Optimal days to post
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37. Readability — speak in simple language
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38. Linguistic content — sex sells!
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39. Most sharable words
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40. Least sharable words
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41. Video performs better on Facebook
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42. @marcusnelson #fbclass

43. @marcusnelson #fbclass

44. Social Plugins
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45. Like button
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46. Send button
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47. Comments
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48. Activity feed
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49. Recommendations
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50. Like box
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51. Login button
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52. Registration
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53. Live stream
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54. Q&A
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55. Kraig’s points for discussion
 FB platform
 FB connect, what’s "login w/ FB", why do people use it
 What are social plugins....
 How are companies (that are not publishers like zynga)
managing a brand and presence on FB?
 what are best practices?
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56. Thank you
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57. Sources
 University of Pennsylvania
http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/
index.html?inline=nyt-org
 Jeff Widman of http://pagelever.com
 12 Awesome Facebook Stats, Charts & Graphs
http://www.slideshare.net/HubSpot/12-awesome-facebook-stats-charts-graphs
 Science of Facebook Marketing by Dan Zarrella
http://www.slideshare.net/HubSpot/science-of-facebook-marketing-by-dan-zarrella
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