1. BREANNA WESTON
BREANNA@DIGITALNATIVESCOACH.COM
(503) 567-8402
Facebook for the Workplace

2. Why Facebook?

3. Why Facebook?
● Easy to use
● (Potential) Customers
● Feedback
● Competition
● Search Engine Optimization
● Cross-promotion
● Socially acceptable and expected
● Word of Mouth

4. Why Not?
● Time commitment
● New algorithms

5. Corporate Norms
● Authenticity
● Transparency
● Engagement
● Real-Time Response
● Long-Term View

6. Mining Social Network Data
● Trending Topics
● Issues & Trends
● Hypertargeting

7. Statistics
● http://www.statisticbrain.com/facebook-statistics/
● http://zephoria.com/social-media/top-15-valuable-
facebook-statistics/

8. Combo of Old School Marketing
● Comment box
● Newspaper ads and coupons
● In-store customer service
● Watercooler

9. OBJECTIVE
DESIGN
CONTENT
PROMOTION
ENGAGEMENT
Overview

10. Objective

11. Objective
● Business Plan
○ Marketing Plan
• SMART Objectives
• Time & Money

12. Example of SMART Objective
● Participate, comment and generate interesting
content
○ Create a Facebook Fan Page by August 1.
○ Post 4 times per week and reply to 100% of the comments and
wall posts. Review on November 1.
○ Create a content calendar to organize and track content. And
use content calendar. Review on November 1.
● Syndicate your content and become a resource
○ Create a blog with RSS by August 1.
○ Post 4 times per week and reply to 100% of the comments and
wall posts. Review on November 1.
○ Employ trackback and analytics on blog. Review on November
1.

13. Design

14. Facebook Pages and Admins
● Pages and all content are public and indexed by
Google.
● It is better to create Facebook page through your
personal page. The information will not be shared
between the accounts.
● Admins can be added and all admins have equal
rights.
● You can toggle between being yourself and the admin
for the page.
● www.facebook.com/page_guidelines.php

15. Tour of Facebook Page from Fan View
● Cover Photo
● Profile Photo
● Page Title, Likes and Talking About
● About
● Views and Apps
● Composer
● Pinned Post
● Friend Activity
● Date Selector

16. Tour of Facebook from Admin View
● Top Dark Blue Panel – Facebook vs. Title
● Admin Panel
● Page Info
○ Photos
○ About
○ Gear
○ Apps – shopping cart
● Composer
● Posts

17. Content

18. How to Post
Schedule or
Backdate Location

19. Schedule Posts
● To view scheduled posts: Edit Page < Use Activity
Log
● All times correspond to the current time zone you're
in.

20. Photos
● Add Photo/Video < Create Photo Album.
● Pick the image files you want to upload. To pick multiple
photos at once, hold down the Control button on your PC, or
the Command button on your Mac, while clicking the image
files.
● While your files are uploading:
○ Add an album title and description
○ Use the audience selector to choose who can see the album (Note: If you
tag people, their friends will be able to see the pictures they’re tagged in)
○ Add captions, tags, and locations to photos as each one finishes uploading
● Check the progress bar to see the estimated remaining time
for your album upload. Once it's complete, click Post Photos.

21. Videos
● Add Photo / Video < Upload Photo / Video < select a
video file you have on your computer <Post
● Best Format: MP4
● No more than 20 minutes.
● Go to Video to Edit: Tagging, Location, Time, Delete

22. Events
● Composer < Event icon < Event
● Edit Info < Manage Permissions < Apps < Events <
Go to App <
● To message people who are attending an event: go to
the event < gear icon < message guests.
● Go to event to edit, delete, share, edit hosts, export.

23. Content
● Be authentic, unique and interesting
● Respond to comments
● Content Calendar - Hootsuite

24. Content Ideas
● Media – photos and
videos
● Tag people (with
permission)
● Contests
● Coupons
● Use events app
● Fan of the week
● Day of the week- Music
Mondays, Follow Fridays
● Office hours
● Polls
● Ask questions
● Promote new products
● Celebrate holidays
● Interesting facts
● Jokes and riddles
● News
● Other people’s content

25. How Often?
● Shouldn’t post more than once per every 3 hours.
● 1 to 2 times per day
● 2 to 3 times per day

26. Promotion

27. ● Cross-promotion
○ Website
○ In-store sign
○ Newspaper ads
○ Email signature, blog, twitter
● Like and tag other businesses as your business
○ Especially those that provide you business.
○ Example – Home improvement store liking contractors that are
customers.
● Facebook Ads
● Join via text (need 25 fans to do)
● Ask your friends as yourself

28. Engagement

29. ● Respond to comments
● Buddy Media Report
○ Posts 80 characters or less in length have 27% higher
engagement rates.
● Post regularly
● Vary post types
● Engage with other businesses
● Multimedia (photos and videos) receives more
comments/likes than regular posts.

30. Buddy Media Report
● Buddy Media Report
● Posts 80 characters or less in length have 27% higher engagement
rates.
● Engagement rates are 3 times higher for Posts that used a full-
length URL
● Brands that posted outside of business hours had 20% higher
engagement rates
● Engagement rates on Thursday and Friday are 18% higher than
other days of the week.
● Fans follow instructions well. The simpler, the better.
● When running a contest, sweepstakes or other promotional offer,
“softer sell” keywords resonate better with users as opposed to more
direct or aggressive language like “contest,” “promotion,”
“sweepstake” and “coupon” keywords.
● Posts that end with a question have a 15% higher engagement rate.

31. FACEBOOK PAGES
Additional Features

32. Messages
● Edit Page< Edit Settings < Messages
● Messages are private between the sender and the admins.
● If enabled, pages may receive messages and then, page
admins can respond.
● Page admins may not initiate a message .
● To access messages, Page Manager.
● You will be notified of new messages in the message icon
and in the admin panel.
● To message people who are attending an event: go to the
event < … (3 dots, next to Edit) < contact guests

33. Apps
● To manage: Edit Page < Edit Settings < More < Apps
● To find an app's Page from your home page, enter the name of the
app in the search bar. Select the result under the Pages heading.
This result is the app's Page. If the app is available to be added to
your Page, you'll see an Add to Page link on the lower left-hand
column.
● Change order of views and apps. Drop down arrow next to apps.
● Change favorites. Drop down arrow < Pencil icon
● Twitter
● Pinterest
● Goodreads
● Static HTML

34. Badges and Buttons
● Badges
● Like Button
● Blogs should have an easy to add Facebook icon with
link.
● WP < Appearance < Widgets < Follow Me
● Blogger < More Options (Drop Down) < Layout <
Add Gadget < More Gadgets < Facebook

35. Tagging
● To enable: Edit Page < Edit Settings < Tagging
Ability
● At this time, only Pages that are categorized as
People or Brands & Products can be tagged.
○ People can tag Pages in their own photos. They can also tag
Pages in photos posted by their friends and friends of friends.
Pages can tag other Pages they have liked in their photos.
○ Tagging a Page in a photo doesn’t change the privacy setting
for that photo.

36. Tagging in Comments
● To tag someone in a comment, start typing their
name and options will start popping up in a box.
Pick the friend you want to mention from the
dropdown menu that appears. The person you tag is
notified about the comment if she or he can see the
original post. The post will also appear on your
friend's timeline.
You can also mention pages, events, groups or apps.
If the menu appears and you don’t want to link to a
name, just continue typing your comment and the
options will disappear.

37. Milestones
● Milestones are key moments you've decided to highlight
on your Page. Milestones are automatically expanded to
widescreen and are visible to everyone visiting your Page.
● To add a milestone: Milestone < Add a headline,
location, date and details for your milestone <Choose to
add a photo < Save
● From anywhere on your Page's timeline, scroll to a spot
and click to post a milestone or other type of story to a
particular date.
● Milestone photos display at 843 pixels wide and 403
pixels tall. At this time, January 1, 1000 is the earliest
date a milestone can have.

38. Questions
● Questions lets you get recommendations, conduct
polls and learn from your friends and other people
on Facebook.
● Asking a Question: Click Ask Question in your
sharing menu.
● Enter a question, and click Add Poll Options if
you'd like to give options. If you want to allow others
to add options too, make sure the Allow anyone to
add options box is checked.
● Choose who can see your question by using the
audience selector, then click Post.

39. Offers
● Offers are available in beta to a limited number of
local business Pages.
● Section III D

40. Promotions
● Section III E
● All promotions must be managed through a third-party
app.
● You must not use Facebook features or functionality
(likes, comments, videos, photos, cover photos, etc.) as a
promotion’s registration or entry mechanism. For
example, the act of liking a Page or checking in to a place
cannot automatically register or enter a promotion
participant. Similarly, requiring someone to share a post
or photo in order to enter a promotion is not allowed.
● Facebook features and functionality, such as the Like
button, can't be used as a voting mechanism in a
promotion.

41. Limiting Personal Profile
● Personal Profile < Drop Down Arrow in Top Blue Bar
< Privacy Settings
● Control Your Default Settings < Friends
● How You Connect < Friends of Friends
● Profile and Tagging < Friends
● Apps, Games and Websites < Public Search < disable

42. Admin Editor Moderator Advertiser Analyst
Manage Page roles and settings ✔
Edit the Page and add apps ✔ ✔
Create and delete posts as the Page ✔ ✔
Respond to and delete comments and posts to the Page ✔ ✔ ✔
Send messages as the Page ✔ ✔ ✔
Create ads ✔ ✔ ✔ ✔
View insights ✔ ✔ ✔ ✔ ✔
See who posted as the Page ✔ ✔ ✔ ✔ ✔

43. Privacy
● People visiting a Page can see:
○ Posts by the Page that haven't been hidden
○ A list of their friends who like the Page
○ What their friends are saying about the Page
○ Recent posts to the Page made by others
● Page Admins can see:
○ All posts by the Page
○ Things people have posted to the Page
○ The admin panel
○ Page insights
● Posts about a Page respect the privacy settings of the people who create
them. Page admins won't see posts about their Page that people haven't
shared publicly even though people visiting the Page might see them if
they're part of the audience the post was shared with. Pages themselves are
public spaces, and posts added to a Page's timeline will be visible publicly
and are eligible to appear in the Recent Posts by Others box.

44. Remove User
● When you remove someone from your Page, they'll
no longer like it. This is a good option for people you
don't want following your Page's posts in their news
feeds. However, Pages are public spaces, and people
you've removed can choose to like your Page again.
● Admin Panel < See Likes < Gear Drop Down <
Remove

45. Ads and Sponsored Stories
● Ads and Business Solutions
● To create an ad
● Ad must be approved

46. Insights

47. Levels
● Reach = Number of Likes
● Engagement = number of wall posts, comments and
likes on specific posts
● Advocacy = number who share posts

48. Insights
● Data Use Policy
● Four metrics at the top of your Insights tab allow you to quickly assess the
size and engagement of your audience.
○ Total Likes: The number of unique people who like your Page as of the last day of your
selected date range.
○ Friends of Fans: The number of unique people who are friends with your fans as of the
last day of your selected date range, including your current fans.
○ Talking About This: The number of unique people who have created a story about your
Page during your selected date range. A story is created when someone:
• Likes your Page
• Likes, comments on, or shares your Page post
• Answers a question you've asked
• Responds to your event
• Mentions your Page
• Tags your Page in a photo
• Checks into or recommends your Place
○ Total Reach: The number of unique people who have seen any content associated with
your Page (including any Ads or Sponsored Stories pointing to your Page) during your
selected date range.

49. Page Posts
● You can get analytics on how many people your post reached,
how many people engaged with it, and how many people
talked about it with their friends. Learn more about:
○ Reach is the number of people who have seen your post.
○ Engaged Users is the number of people who have clicked anywhere on your
post.
○ Talking About This is the number of people who have created a story from
your post. Stories include:
• Sharing, liking, or commenting on your post
• Answering a question
• Responding to an event
○ Virality is the number of people who have created a story from your post as
a percentage of the number of people who have seen it.
● Page post data remains available for 28 days after the publish
date.
● The Page Insights user interface displays about 500 posts.

50. Fans
● The Fans tab provides the following information on your
fans:
○ Gender and Age: The percentage of people who liked your Page
for each age and gender bracket as of the last day of your selected
date range. This is based on the data people enter in their profile.
○ Countries: The number of people who liked your Page as of the
last day of your selected date range, broken down by country. This
is based on the user's IP address.
○ Cities: The number of people who liked your Page as of the last day
of your selected date range, broken down by city. This is based on
the user's IP address.
○ Language: The number of people who liked your Page as of the
last day of your selected date range, broken down by language. This
is based on the user's default language setting.

51. Likes
● The “Where your Likes came from” graph on the
Fans tab shows New Likes and Unlikes during a
date range you specify.
New Likes are the total number of unique people
who have liked your Page each day during your
selected date range.
Unlikes are the total number of unique people who
have unliked your Page each day during your
selected date range.

52. FACEBOOK PAGES
Additional Features

53. Messages
● Edit Page< Edit Settings < Messages
● Messages are private between the sender and the admins.
● If enabled, pages may receive messages and then, page
admins can respond.
● Page admins may not initiate a message .
● To access messages, Page Manager.
● You will be notified of new messages in the message icon
and in the admin panel.
● To message people who are attending an event: go to the
event < … (3 dots, next to Edit) < contact guests

54. Apps
● To manage: Edit Page < Edit Settings < More < Apps
● To find an app's Page from your home page, enter the name of the
app in the search bar. Select the result under the Pages heading.
This result is the app's Page. If the app is available to be added to
your Page, you'll see an Add to Page link on the lower left-hand
column.
● Change order of views and apps. Drop down arrow next to apps.
● Change favorites. Drop down arrow < Pencil icon
● Twitter
● Pinterest
● Goodreads
● Static HTML

55. Badges and Buttons
● Badges
● Like Button
● Blogs should have an easy to add Facebook icon with
link.
● WP < Appearance < Widgets < Follow Me
● Blogger < More Options (Drop Down) < Layout <
Add Gadget < More Gadgets < Facebook

56. Tagging
● To enable: Edit Page < Edit Settings < Tagging
Ability
● At this time, only Pages that are categorized as
People or Brands & Products can be tagged.
○ People can tag Pages in their own photos. They can also tag
Pages in photos posted by their friends and friends of friends.
Pages can tag other Pages they have liked in their photos.
○ Tagging a Page in a photo doesn’t change the privacy setting
for that photo.

57. Tagging in Comments
● To tag someone in a comment, start typing their
name and options will start popping up in a box.
Pick the friend you want to mention from the
dropdown menu that appears. The person you tag is
notified about the comment if she or he can see the
original post. The post will also appear on your
friend's timeline.
You can also mention pages, events, groups or apps.
If the menu appears and you don’t want to link to a
name, just continue typing your comment and the
options will disappear.

58. Milestones
● Milestones are key moments you've decided to highlight
on your Page. Milestones are automatically expanded to
widescreen and are visible to everyone visiting your Page.
● To add a milestone: Milestone < Add a headline,
location, date and details for your milestone <Choose to
add a photo < Save
● From anywhere on your Page's timeline, scroll to a spot
and click to post a milestone or other type of story to a
particular date.
● Milestone photos display at 843 pixels wide and 403
pixels tall. At this time, January 1, 1000 is the earliest
date a milestone can have.

59. Questions
● Questions lets you get recommendations, conduct
polls and learn from your friends and other people
on Facebook.
● Asking a Question: Click Ask Question in your
sharing menu.
● Enter a question, and click Add Poll Options if
you'd like to give options. If you want to allow others
to add options too, make sure the Allow anyone to
add options box is checked.
● Choose who can see your question by using the
audience selector, then click Post.

60. Offers
● Offers are available in beta to a limited number of
local business Pages.
● Section III D

61. Promotions
● Section III E
● All promotions must be managed through a third-party
app.
● You must not use Facebook features or functionality
(likes, comments, videos, photos, cover photos, etc.) as a
promotion’s registration or entry mechanism. For
example, the act of liking a Page or checking in to a place
cannot automatically register or enter a promotion
participant. Similarly, requiring someone to share a post
or photo in order to enter a promotion is not allowed.
● Facebook features and functionality, such as the Like
button, can't be used as a voting mechanism in a
promotion.

62. Limiting Personal Profile
● Personal Profile < Drop Down Arrow in Top Blue Bar
< Privacy Settings
● Control Your Default Settings < Friends
● How You Connect < Friends of Friends
● Profile and Tagging < Friends
● Apps, Games and Websites < Public Search < disable

63. Admin Editor Moderator Advertiser Analyst
Manage Page roles and settings ✔
Edit the Page and add apps ✔ ✔
Create and delete posts as the Page ✔ ✔
Respond to and delete comments and posts to the Page ✔ ✔ ✔
Send messages as the Page ✔ ✔ ✔
Create ads ✔ ✔ ✔ ✔
View insights ✔ ✔ ✔ ✔ ✔
See who posted as the Page ✔ ✔ ✔ ✔ ✔

64. Privacy
● People visiting a Page can see:
○ Posts by the Page that haven't been hidden
○ A list of their friends who like the Page
○ What their friends are saying about the Page
○ Recent posts to the Page made by others
● Page Admins can see:
○ All posts by the Page
○ Things people have posted to the Page
○ The admin panel
○ Page insights
● Posts about a Page respect the privacy settings of the people who create
them. Page admins won't see posts about their Page that people haven't
shared publicly even though people visiting the Page might see them if
they're part of the audience the post was shared with. Pages themselves are
public spaces, and posts added to a Page's timeline will be visible publicly
and are eligible to appear in the Recent Posts by Others box.

65. Remove User
● When you remove someone from your Page, they'll
no longer like it. This is a good option for people you
don't want following your Page's posts in their news
feeds. However, Pages are public spaces, and people
you've removed can choose to like your Page again.
● Admin Panel < See Likes < Gear Drop Down <
Remove

66. Ads and Sponsored Stories
● Ads and Business Solutions
● To create an ad
● Ad must be approved

67. Insights

68. Levels
● Reach = Number of Likes
● Engagement = number of wall posts, comments and
likes on specific posts
● Advocacy = number who share posts

69. Insights
● Data Use Policy
● Four metrics at the top of your Insights tab allow you to quickly assess the
size and engagement of your audience.
○ Total Likes: The number of unique people who like your Page as of the last day of your
selected date range.
○ Friends of Fans: The number of unique people who are friends with your fans as of the
last day of your selected date range, including your current fans.
○ Talking About This: The number of unique people who have created a story about your
Page during your selected date range. A story is created when someone:
• Likes your Page
• Likes, comments on, or shares your Page post
• Answers a question you've asked
• Responds to your event
• Mentions your Page
• Tags your Page in a photo
• Checks into or recommends your Place
○ Total Reach: The number of unique people who have seen any content associated with
your Page (including any Ads or Sponsored Stories pointing to your Page) during your
selected date range.

70. Page Posts
● You can get analytics on how many people your post reached,
how many people engaged with it, and how many people
talked about it with their friends. Learn more about:
○ Reach is the number of people who have seen your post.
○ Engaged Users is the number of people who have clicked anywhere on your
post.
○ Talking About This is the number of people who have created a story from
your post. Stories include:
• Sharing, liking, or commenting on your post
• Answering a question
• Responding to an event
○ Virality is the number of people who have created a story from your post as
a percentage of the number of people who have seen it.
● Page post data remains available for 28 days after the publish
date.
● The Page Insights user interface displays about 500 posts.

71. Fans
● The Fans tab provides the following information on your
fans:
○ Gender and Age: The percentage of people who liked your Page
for each age and gender bracket as of the last day of your selected
date range. This is based on the data people enter in their profile.
○ Countries: The number of people who liked your Page as of the
last day of your selected date range, broken down by country. This
is based on the user's IP address.
○ Cities: The number of people who liked your Page as of the last day
of your selected date range, broken down by city. This is based on
the user's IP address.
○ Language: The number of people who liked your Page as of the
last day of your selected date range, broken down by language. This
is based on the user's default language setting.

72. Likes
● The “Where your Likes came from” graph on the
Fans tab shows New Likes and Unlikes during a
date range you specify.
New Likes are the total number of unique people
who have liked your Page each day during your
selected date range.
Unlikes are the total number of unique people who
have unliked your Page each day during your
selected date range.