I've had multiple folks ask for a copy of our workshop slides - Enjoy!

1. How To Keep Bad
Facebook Posts From
Eating Your Lunch by…
• Understanding Edgerank
• Recognizing Different Facebook Accounts
• Understanding Insights
• Getting Tips to Optimize Your Posts ‐
TODAY
Lori Miller
Sales Marketing & Research
WHNT News 19

2. Section
1 of 4
UNDERSTANDING EDGERANK

3. The greater the number of
edges on an object,
the higher its score.
Affinity, Weight, Time Decay

4. AFFINITY ‐ Favors people you know &
interact with most
Every action
builds affinity.
Listed
relationships
count, too

5. WEIGHT ‐ Favors high interaction, is
weighted to different types
Comments are
about 4x more
valuable than
likes

6. TIME DECAY ‐ Favors recent over old
A Facebook
post typically
lives for
about 3 hours

7. WHY WE CARE
CHANGES IN NEWSFEED = 50% drop in business page
impressions (per post over 6 months June‐Dec 2011)
SOURCE: http://edgerankchecker.com/blog/2012/01/post‐impressions‐june‐vs‐dec‐2011/

8. Section
2 of 4
TYPES OF FACEBOOK ACCOUNTS

9. PROFILE PAGE
Authorized & Official
For Businesses, Brands,
Personal Use Celebrities
For Individuals & Organizations
“Friends” “Fans”

10. COMMUNITY
Topics, Causes, Experiences, Interests
“Created from fields on your profile page”
No single author, unofficial
Usually starts with Wikipedia story + comments

11. PLACE
Physical Locations + Map
“Created by mobile check‐ins”
No single author, unofficial
Shows friends currently checked in
+ activity stream of friends who’ve visited in the past

12. OFFICIAL
“PAGE”
UNOFFICIAL
“PLACES”

13. BUT WAIT…
If you choose the
first box
“Local Business or
Place” ‐‐ your
business account
opens as a PLACE.
And that can cause
some confusion…

16. Offering YOUR account to OTHERS to
claim ‐‐ to ensure quality?

17. UPSIDE FOR PLACES:
SAME METRICS + CHECK‐INS
This Place has check‐ins
This Page does not

18. https://www.facebook.com/help/?page=173862936001320
DOWNSIDE #1:
CHECK‐INS DON’T
SHOW UP
ACCORDING TO FACEBOOK:
“Place pages are not the same as
Facebook Pages.”
“Place pages are not added to your
profile (timeline) when you check in,
but rather, only if you choose to
“LIKE” them.”

19. DOWNSIDE #2:
CONFUSION
It would appear that
you run the risk of
having duplicates
with the same
exact name.

20. DOWNSIDE #3:
THE SMALL
CHANCE THAT
SOMEONE ELSE
MIGHT CLAIM
YOUR BUSINESS
ACCOUNT.

21. Section
3 of 4
UNDERSTANDING INSIGHTS

23. Big picture view of
your page

24. REACH ‐ Unique
people who saw
the post

25. ENGAGED USERS ‐
clicked on the post
when they saw it
and went to the
page

26. TALKING ABOUT THIS ‐
engaged with it (liked,
commented, shared )

27. VIRALITY‐ % of people
who interacted out of
the total different
people who saw it

28. likes, comments
& shares

30. Section
4 of 4
TO IMMEDIATELY OPTIMIZE
YOUR FACEBOOK EFFORTS

31. 1. Define the Content Mission
Pageviews to your website
( traffic )
Feedback from and Discussion with Fans
( engagement )
Prioritize

32. 2. Lead With the Pictures

33. 3. Tell Fans What You Want Them to Do
…but don’t abuse it

34. 4. Monitor What Works
These are
industry
stats.
How many posts? What are
How many words? yours??
Any day of the week better?
What gets the most negative feedback?

35. 5. Ask ‐ and Answer ‐ Questions

36. A NOTE ABOUT COMMENTS: See the “grayed out”
comments? These are comments flagged as spam
by Facebook’s algorithms ‐‐ and there may be
nothing wrong with it
All caps? Facebook
thinks it’s spam

38. Lori Miller
lori.miller@whnt.com
@lorimillerwhnt
facebook.com/blorimiller
linkedin.com/in/blorimiller