7. Facebook Tabs
Facebook custom tabs are a
great way to tell the story behind
your organization, add
functionality to your page, and an
opportunity to encourage new
visitors to become fans.
| Facebook Landing Pages
8. Best Practices
• Provide a strong incentive to like
your page (free downloads,
exclusive content)
• Like-Gating: A practice of
restricting access to content and
other page functions if a visitor is
not a fan of the page
| Facebook Landing Pages
9. Things to Remember 1.
Remember to change the back end
settings of your Facebook page to 2.
drive non-fans to your landing
page.
3.
Note: You can only set a Facebook
tab as a landing page for non-fans.
Drive traffic to your current tabs:
Link back to your tab within
Facebook status updates. This is
the best way to get current fans to
visit one of your tabs.
| Facebook Landing Pages
10. Landing Page Tools
There are several free and
affordable tools which will help you
build a simple custom Facebook
landing pages.
Drag and Drop Builders:
Lujure
Customizer
Pre-Built Tabs:
Involver
Wildfire
| Facebook Landing Pages
11. iEmpathize
Room 214 created a custom
Facebook tab for local nonprofit,
iEmpathize.
Key Elements:
• Non-fan like banner
• Ways to share with friends
• Video and interactive sections
| Facebook Landing Pages
14. Life of a Status Update
Facebook’s edge rank algorithm
determines which fans and non-
fans see stories from your page.
What does it mean?
You need engagement! The more
comments, likes, and posts from
your fans, the more people will see
your updates.
| Engage Your Fans
15. Status Update Stats
Posts 80 characters or less in length have
Status updates and page posts are
the number one way people interact 27% higher engagement rates.
with brands and organizations on
Facebook.
Posts which end with a simple question
receive 15% higher engagement.
Pages that post outside of business hours
have 20% higher engagement.
“Soft sell” words are more effective than hard
sell words (ex. “win” vs. “promotion”)..
| Engage Your Fans | Source: BuddyMedia.com
16. Status Update Tips Post Often: Pages that post 2-3 times daily have
more fans and interactions than pages who post only
There are a few general guidelines a few times weekly.
you can follow as you write your
page updates, which can help you Don’t Over-Post: Time your updates to be at least
keep your fans engaged. 3-4 hours apart so as not to overwhelm your fans.
Be Timely: Updates that refer to holidays and current
events are more likely to gain interactions.
Ask Questions: Ask your fans questions to get them
talking.
Give Fans a Call to Action: Give your fans specific
directions on how to respond to your post (example:
“Do you enjoy cake? If yes, click like!”).
Go Beyond Text: There are several of ways to
enagage your fans. Post photos, albums, links, videos
and event invites.
| Engage Your Fans
17. Respond to Everything
When someone posts on your
page, they want to know there is a
human on the other end of the
conversation. Respond to every
comment and question and your
fans will be more likely to enagage.
Comment Tagging:
• Within a comment stream, type
“@” and a commenter’s name. It
will allow you to tag specific fans
in your response. It also notifies
the commenter that you have
tagged them in a comment
| Engage Your Fans
18. Contests
Run a simple trivia or photo contest
to get your fans excited about your
page.
Beware:
Facebook doesn’t like to see pages
giving away prizes in order to have
people click like, or comment.
| Engage Your Fans
19. Management Tools
Community management tools can
make the life of a community
manager much easier. You can
schedule posts for times when you
are out of the office, manage
multiple accounts from the same
interface, and set up monitoring
searches.
These are our favorites:
• Hootsuite
• Tweetdeck
| Engage Your Fans
21. Offline
If you are ready to dive in with
social media, you should be ready
to integrate it into all of your efforts.
Promote Everywhere:
• On-location promotions (show us
your like receive a free gift)
• Signage at events and locations
• Social links on business cards
- Use Facebook places and events
checkins
| Grow Your Community
22. Online
If you are ready to dive in with
social media, you should be ready
to integrate it into all of your efforts.
Every Brand Touchpoint:
• Website Home Page
• Contact Forms
• Thank You Pages
• Blog
• Other social pages
• Newsletters
• Email signatures
• Event Invitations
| Grow Your Community
23. Within Facebook
Facebook allows you to login as
your page, and interact with other
popular Facebook pages.
Be active:
• Tag other pages in status updates
• Like similar pages
• Comment on other pages
| Grow Your Community
24. Paid
Facebook advertising can be an affordable and easy way to grow your page. You can target a specific
audience who is local, and interested in your organization.
Interested in Facebook ads?
Check out this best practices guide.
| Grow Your Community
26. Step 1: Goals
When it comes to measuring social
media efforts, always start with your
overall goal.
Sample Goals:
• Increase awareness
• Increase donations
• Grow email subscribers
| Analysis & Measurement
27. Sample Measurement System:
Step 2: Benchmarks 1. My goal is to increase
Numbers and charts are useless awareness of my organization.
without some sort of measuring
stick. Define a system that works
for you.
2. Within a set of 10 competitive
Facebook pages, I have a 17%
share of voice.
3. Facebook share of voice will be
my KPI, measured in page likes.
4. I will track & report on my
Facebook share of voice
monthly.
| Analysis & Measurement
28. Step 3: Define Metrics Goal: Increase sales
Once you know your overall goal,
and you have an acceptable Benchmark: 20 online sales per month
benchmark for measuring your Metric: Clicks to site from social media,
progress, it’s time to find the
metrics that will define your visits to sales form from social media
success.
| Analysis & Measurement
29. Step 4: Strategize!
Now that you know your top
performance indicating metrics,
plan and strategize some social
media tactics which will help
improve your KPIs.
| Analysis & Measurement
30. Measurement Tools Facebook Insights: Track page enagagement,
There are a plethora of tools which fan growth, and people talking about your page
can help you track your social
media progress.
Google Analytics: Amazing set of free web
analytics tools which will track reffering sites like
Facebook and Twitter.
There is an amazing WIKI page of
measurement tools here.
Bit.ly: Shortens your URLs and tracks clicks on
links posted to your social communities
Radian 6: Measures online mentions, identifies
influencers, pos/neg sentiement, and much more.
Crimson Hexagon: Define specific types of online
conversation and track changes over time.
| Analysis & Measurement