This document provides tips for using Facebook to build relationships and engage communities. It discusses the importance of knowing your audience and framing content to appeal to them. It also recommends leveraging existing content by reposting it in different forms and growing your audience through contests that provide value. Metrics like follower counts, post reach, and engagement are important to track using Facebook Insights. Following social media best practices like regular posting and using images can help increase engagement.

1. Social Media Made Simple
Social media is one of the most cost-effective communication
tools at your disposal. Today, you’ll discover how to use
Facebook to build relationships with your employees and
mobilize your communities to action.

2. Who We Are
Dan Rose & Mel Grau

3. Agenda
1) Know Your Audience
2) Leverage Your Content
3) Give Away to Take Away
4) Crunch the Numbers
5) Follow Social Norms

4. Social Media Handbook

6. Goal
Build a community for your content
Solution
Stop and understand your audience

7. #TrustTip
Know Your Audience

8. #TrustTip – Know Your Audience
• How do I get to know my audience?
– Download our “Defining Your Audience Sheet”
– Q: What does your audience want?

9. #TrustTip – Know Your Audience
• Once you have defined your audience, how
can you use it to drive your social presence?
Frame content so it appeals to them.
Curate content from relevant groups.
Develop Goals.

10. #TrustTip – Know Your Audience
• WEA Example: Inspiration Monday
– Our Facebook Audience is the “Pinterest
Demographic”
– Inspiring quotes / videos / images resonate
especially well with this audience
– General audience can still engage with this
content [human aspect]
– Inspiration Mondays are consistently high
engagement and reach days

11. #TrustTip – Know Your Audience
• Audience Example: Local Community
– Content focused around events that the
community can participate in
– Share Content from other important local groups
(e.g. Local Humane Society, Local Businesses,
Local Social Groups)
– Discuss issues that the community cares about

12. Goal
Generate more content with less time
Solution
Leverage the content you have!

13. #TrustTip
Leverage Your
Content

14. #TrustTip - Leverage Content You Have
• Example: WEA Trust
Blog Posts
– Thrive Campaign
– 1 blog post gave us
content for:
• Two Facebook Posts
• Two Twitter Posts
• Thrive Newsletter
Content

15. #TrustTip - Leverage Content You Have
• Calendar of Events
– Pre-planned events during the year = great content
– By following your calendar you can see what parts
of the month or year need additional content
– Looking for other local events that your audience
cares about will help you grow and provide content
• Schedule ahead of time
– Great tools like Hootsuite are available for free

16. Goal
Grow your audience
Solution
Run a contest

17. #TrustTip
Give Away to
Take Away

18. #TrustTip – Give Away to Take Away
• Stagnant at 4,650 likes in 2013
• After monthly contests in 2014, we gained
over 100 new likes
• Increased engagement by over 150%

19. Give audience a
timeframe
Tell them what
you want them
to do
Always provide
value
Anatomy of a Post

20. Goal
Calculate ROI
Solution
Use Facebook Insights

21. #TrustTip
Crunch the
Numbers

22. #TrustTip – Crunch the #’s
How many
people like
your Page?
How many
people see
your posts?
How many
people
engage with
your
content?

23. #TrustTip
Follow Social Norms

24. #TrustTip – Follow Social Norms
Use a profile page for your brand page
– Use one of Facebook’s “Pages” which are designed
for this purpose
– Best Practice
– Gain Access to Analytics
DON’T

25. #TrustTip – Follow Social Norms
Use images whenever possible
– Posts with images get the highest amount of
engagement on Facebook:
• 53% more Likes
• 104% more comments
• 84% more click-throughs on links
DO

26. #TrustTip – Follow Social Norms
Go without posting on your page for an
extended period.
– Set up a regular posting schedule and stick to it
– Big gaps in posting:
• Ruin the engagement you’ve built up
• Look unprofessional / disorganized
DON’T

27. #TrustTip – Follow Social Norms
Be conversational
– Social media is supposed to be SOCIAL
– Building trust with your community is a two-way
street.
– Provide valuable content and respond to your
community when they react to it!
DO

28. Thank you!
Next Up: On-site Clinics Webinar in September