This presentation addresses questions from members of the Women's National Book Association (WNBA), New York City chapter. It provides an explanation of Facebook's EdgeRank algorithm and the basics of marketing. Throughout the presentation,

1. Facebook Marketing for Writers:
A Hands-on Workshop
Workshop Leader: Melissa A. Rosati, CPCC
melissarosati@me.com
Women’s National Book Association (WNBA)
New York City Chapter
Click Here to Join Today!
Pace University
www.facebook.com/melissarosati Graduate Center
January 16, 2013

2. Welcome!
You are viewing this presentation on
Slideshare. Email it to yourself for reference.
Goals for Today
1. Understand Facebook in a marketing
context
2. Understand how to get started on
Facebook
3. Learn Facebook tips
4. Take quiz to test your knowledge!
(There’s a first-place prize!)
5. Practice, practice, practice Source: Wikimedia Commons. Artist is Alfred Sisley
Tip: Use Wikimedia Commons for FREE art and music.

3. Survey Results: Apps to Market My Writing
Blogging Facebook Google+ LinkedIn Pinterest
Twitter YouTube
10% 14%
10%
14%
29%
19% 5%

4. Facebook: How Many Hours per Week?
New to Facebook 1 to 3 hours 4 to 7 hours
13%
25%
The
average user
spent 6.75
hours on
Facebook in
January.
63%

5. Pew Internet Study--Who Uses Social Networking Sites?
• 12% of online adults say they use Pinterest
• 12% of online adults say they use Instagram
• 5% of online adults say they use Tumblr
•66% of adults online say they use Facebook
• 20% of online adults say they use LinkedIn
• 16% of online adults say they use Twitter
Source: Pew Internet: Who Uses Social New Working Sites? 2012

6. Facebook is Important for My Success as a Writer
Agree Uncertain
25%
75%

7. Facebook Was Not Created for Authors

8. Facebook Was Created for Relationships Among Friends

10. New to Facebook?
• Click here to go to Facebook
• Sign up with your email address
• Reach out to a few friends or family members you know
• Answer the questions to complete your profile

11. What is the Status of Facebook?
• Yesterday’s BIG ANNOUNCEMENT!
• Facebook has more than one billion active users. If the company were a country, it
would be the third largest in the world after China (population: 1.34 billion) and India
(population: 1.17 billion). Some 600 million people use Facebook on mobile devices.
• With 166 million members, the United States has the most Facebook users. Brazil is
second place with 58 million, followed by India with 55 million, Indonesia with 47
million and Mexico with 38 million.
• 2.7 Billion comments and likes are posted every day.
• 90% of people who like your page never come back again.
• An average of about 16-17% of fans will see each of your Page posts, but only if
they have been engaged with you within the last 14 days.
Sources: The Technology Inquirer. October, 5, 2012 and Social Ignite 20 Ways to Increase Your Facebook Visibility. January 3, 2013. Is Facebook Making Us Lonely? by Stephen Marche. Atlantic
Monthly

12. The Facebook Profile is Different for a Fan Page
• Profile is intended for friends and family
• With your profile, you control your privacy settings
• You must first establish a profile before you can set-up a Fan Page
• A Fan Page is for promotion and commercial activity
• A Fan Page is open to everyone to see
• There are many other points for further discussion

13. EdgeRank is How Facebook Works
• EdgeRank is the formula that Facebook uses to decide which posts will show
up in a user’s newsfeed. There are three elements.
“Affinity score measures how strong your relationship is with a user based on interaction.
The people who are frequently commenting, liking or sharing your posts are going to have a
stronger affinity score, and thus will be the people who are more likely to see your posts in
their news feed.
The next element, weight, refers to the weight of the interaction with your post (e.g., a
comment or share carries more weight than a Like). So if your post is getting a lot of
comments and/or shares, it will be (theoretically) shown to more people.
Lastly, time is an easy one – the older the post gets, the less relevant it becomes, which
means that it will appear less and less in the news feeds of fans over time.”
Source: 20 Ways to Increase Your Facebook Visibility by Cara Pring. January 3, 2013. Ignite Social Media

14. Facebook Post Order of Importance
• #1: Photos and Videos
• #2: Links
• #3: Status Updates
Source: How Exactly Does Facebook Edgerank Work? The Undercover Recruiter

15. Facebook Actions Have Different Weight
• #1: Share--People choose to share your content in their newsfeed with their
friends.
• #2: Comments--When people comment on your content, they are validating
your credibility or the interest value of your content.
• #3: Like--When people “like” your content, it’s a friendly wave that they know
you are there on Facebook.
• #4: Click--People click to view your content but take no further action with it.
Source: How Exactly Does Facebook Edgerank Work? The Undercover Recruiter

16. Fan Pages Are For Authors!

17. The Learning Curve for Digital Immigrants
Social
Networking
is a
breeze!
You don’t know what you
don’t know. You
Rock!
You
know what you
don’t know.

18. DEFINITIONS
A Content Creator: “Live your Personal A Content Curator is someone who
Legend, pay the price of your dreams, read the omens, continually finds groups, organizes and shares the
awaken your feminine side and dare to be different.” best and most relevant content on a specific issue
online.
Source: LifePositive Interview with Paulo Coehlo Source: Rohit Bhargava’s Manifesto of the Content Curator

19. Social Networking is about Good Listening Skills

20. Where are your
readers?
• Start with the media you
consume.
• Identify the influencers.
• Know the keywords and trends.
• Set goals and measure them.

21. Engaging Your Readership is Your Most Important Goal

22. Melissa’s Approach to the Social Learning Process
Watch
Listen
Read

23. Click Here for Mari Smith’s Facebook Tutorials

24. Click Here for the Official Facebook YouTube Channel

25. Click Here for Cindy’s Slides
Listen to podcasts by publishing industry experts

26. Read Nathan Bransford’s Blog (author and agent) for valuable insights
into Facebook marketing for authors.

27. Exercise #1:
Define Your Wired World
• What media do you consume
on a daily basis?
• When you are online, how are
you helpful to other people?
• What’s your comfort level with
digital literacy?
• What aspect of the digital world
could you not live without?

28. Exercise #2:
Define Your World
• As a writer, what is your major
theme?
• Theme is not plot. This is the
biggest mistake writers make in
their marketing strategies.
• Favorite writer exercise.
• Identify the conflicts
• Identify the outcomes

29. Exercise #3: Create Engaging Content
• What is a statement of fact?
• What is a provocative statistic?
• What is an interesting question?
• What question do you want to
ask?
• What is a powerful quote?
• What is a milestone date?
• What is an informative resource
that readers will find useful?

30. Practice Easy First Steps on Facebook
• Post Consistently (1 to 2 posts per • Post links
day)
• Use visuals as much as possible
• Respond promptly to comments
and questions
• Share posts from others
• Thank people on a regular basis
• Celebrate milestones
• Ask simple choice questions
• Ask questions at the end of
posts
• Address people by name
• Keep posts short
• Post quotes

31. “I Don’t Want to Be at the Computer All Day!”

32. Managing Time!
• Start Slow
• Practice listening before you craft
your strategy
• Set measurement goals
• Be consistent
• Learn how to source content
• Use an editorial calendar
• Pre-schedule posts/tweets
• Unplug one day each week

33. Bonus Materials to Help You!

34. Tip #1--Listen by engaging in conversations
• Technorati
Social media applications allow you a level of deep listening that
goes beyond what you learn in a controlled focus group. People
search for trusted sources, where they can exchange
information and comments about what is most important to • Alltop
them. This could be anything from a great travel deal to an
inspirational story of personal triumph.
Your challenge is to find your target audience and to start • Blogsearch.google.com
engaging with them by commenting on blogs, sharing media of
mutual interest, and asking genuine questions (not sales pitches
disguised as questions).
• Searchtwitter.com
The applications listed here allow you to search by keywords.
Two of my favorites are Alltop and Socialmention. Alltop
allows you to create your own “magazine” from the most
• Socialmention.com
relevant and popular sources. Socialmention provides very
helpful analytics to deepen your understanding of key topics.
• Bing.com/social

35. Tip #2--Watch
When I need to learn how to use a social media • YouTube
application, my first stop is always YouTube. I type
the application name into the search box. YouTube
generates a list of all the tutorials associated with • Dailymotion
the application. For example, when you search for
LinkedIn, you will find dozens of tutorials, one for
each feature of the program. In fact, LinkedIn has • Metacafe
its own official channel on YouTube. Once on the
channel, click on the playlist to find the user tips. • Vimeo
Do this for any application.
• video.yahoo.com
Each application listed on the right is hot linked.
You can click on each one to check out the sites
best suited for your interests and goals. • bing.com/videos
• video.aol.com

36. Tip #3-- Listen to professional perspectives
There are hundreds of websites related to social media
• Social Media Examiner
applications.
Without context, I find it impossible to make sense of
anything. That’s why I like to listen to industry • Media Bistro TV
professionals talk about why they pick certain
applications over others in order to pursue specific
• BeyondtheBookCast
opportunities.
On the right, I provide a list of several excellent sites. • BookBliss
These examples relate to the publishing industry. To
find examples appropriate for your industry, I suggest
that you start with the key trade associations. Today,
almost all of them have videos of industry thought
leaders.

37. Facebook Etiquette Preview
It is about Relationships!
Click for Video

38. Quiz Time!

39. About Melissa A. Rosati, CPCC
Melissa A. Rosati, CPCC, is a certified professional co-active coach (CPCC) and the owner of Melissa's Coaching
Studio, LLC. Her clients are writers, artists, and social entrepreneurs.
An award-winning publisher, Melissa has lead strategic initiatives and teams in the areas of business planning,
reorganization, partnerships, content acquisition, print and digital product development, contract negotiation, staff training
and development, and global market planning for publishers such as HarperCollins College, Van Nostrand Reinhold,
Routledge, and McGraw-Hill International. These experiences and skills enrich her approach to coaching and consulting
with clients who face daunting professional challenges.
At Pace University, where Melissa is an adjunct faculty member in the Master of Science in Publishing program, she
co-leads the U.S.-China Publishing Dialogue and designs and delivers executive training programs for Chinese publishers.
She is also co-founder of Writers, Readers, Publishers: Present Tense, Future Bold, a special-interest group focused on
publishing issues in our culture and society.
An Ambassador for the Leukemia & Lymphoma Society, Melissa serves her community by providing information at health
fairs and meeting with community leaders to advocate for improving healthcare access and wellness services. In addition
to leading community workshops on creativity and wellness, she is also the founder of Experience the Harmonies of
Healing, a salon concert series for blood cancer patients, survivors, and caregivers.
Melissa earned her coaching certification from the Coaches Training Institute, a premier global program, fully accredited by
the International Coaching Federation. Melissa is a member of the International Coaching Federation, the Creativity
Coaching Association, and the Women's National Book Association.
Currently, Melissa has several projects in development about women working in writing and the arts. She lives in New York
City with her husband Michael and her cat Social Media Max.