SOCIAL MEDIA TRAINING 2.0

WHAT WE’LL COVER

Facebook Timeline

Effective FB Management

Facebook Etiquette

Posting Content

Practice Posts

Questions?

FACEBOOK

Facebook in WA:

Approx. 1,000,000 active* users

Rockingham region:

Approximately 50,000 active Facebook users in the surrounding region.

*Active = Login once per week.

It takes hard work, listening, some trial and error and experience for organisations to get Social Media right.

It takes time to gain trust and receive useful and valuable responses from your target audience.

Success in social media requires knowing the community audience and creating the right content they want to see and read, and delivering it in the right way – simply and clearly.

PERSONAL PAGES V BUSINESS PAGES

Personal Pages v Business Pages

PERSONAL PAGE: RYAN NORTHOVER

Personal profiles: Are generally private Facebook pages. You can prevent people from seeing your information, photos etc.

Some choose to be more public, allow anyone to view images and personal details like relationships, workplace, age and location. (Bad idea!)

BUSINESS PAGES

Timeline landing page.

Collection of unique apps.

Timeline posts in chronological order (now with the option to add information from the past)

Like Box, Message Page, User Post Box, Pages Liked Box, Activity Box.

WHO POSTS ON COMPANY PAGES?

Facebook users (personal) who have been made administrators of the page by current admins or page founder.

Admins are created via page management option. Users emails are needed to create admin. Admins must have a Facebook user account.

‘As the Page’ : If an admin posts on the page, all actions will occur as they page speaking.

OPTIMIZING YOUR PAGE

The Power of Content :

Most Powerful Content to Post in descending order:

IMAGES!

Pictures:

Rank highest on Facebook EdgeRank algorithm, meaning page fans are likely to have this content exist near the top of their home feed, longer.

Most compelling and user friendly content

“ Pictures tell 1,000 words”

VIDEO

Video:

Highly compelling and user friendly content

Users more likely to share with networks

High rank on Facebook EdgeRank

OUTBOUND LINKS

Links

Outbound links with text: Link to urn posted in the status update box, Facebook will embed an image from landing site.

Text should always be added for context.

Keep it brief

POLL QUESTIONS

Ask your community to a question.

Creates viral content

Users who participate in a poll more likely to have action seen by friends.

TEXT

Text

Least interactive form of content post

Least desirable

Useful in an emergency or breaking news information situation where there is no time for links, pictures.

TIMELINE FEATURES

Timeline Layout

Apps

Posting

Like Box

User Posts

NAVIGATE TIMELINE

NAVIGATE TIMELINE

NAVIGATING TIMELINE

NAVIGATING THE TIMELINE

RICH CONTENT: PICTURES

COMPONENTS OF PAGE: LIKE BOX

RECENT POSTS BY OTHERS:

APPS

Photos

User Policy App

Events

YouTube

Twitter

Maps

FACEBOOK APPS

EVENTS

Creating an Events Tab powerful tool for promotion.

Power of Facebook Events: Allows other users to invite their friends! (viral effect)

Users can RSVP, post on the event wall and interact.

EVENTS

GOOD POSTS: GOLDEN RULES

Never post text only, always feature a picture/video/link + text

Wherever possible, ask a question. Do this with 80% of your posts!

Context and framing is everything.

Think like a news editor! Grab attention.

PAGE ETIQUETTE: TONE & CONTINUITY OF VOICE

Aim for uniform style of tone when communication across the pages and across time.

Rockingham City of Page, mildly informal.

Youth page, fun and semi- informal

This is something that you develop with time and should discuss in your meetings.

POSTING: FACEBOOK PAGE ETIQUETTE:

Avoid "I" statements

When posting text, speak about the page in second person (we or our).

Example: We will be attending event x, rather than I.

Or “Our” representative will be..

PAGE ETIQUETTE: QUALITY OVER QUANTITY

Focus on the quality of your relationships and don’t talk “at” people in your posts.

If you're thinking about posting a message like, "Help us reach 5,000 likes, we are only 25 away!" don't!

No need to sound desperate!

If the quality is high, the quantity--through referrals and authentic word-of-mouth--will rise with it.

FREQUENCY OF POSTS

Go Easy on the Updates: 2-3 per day maximum on Facebook. If you don’t space your updates across the day, users may accuse you of spamming.

Post in the morning (9AM, 1PM, 5PM)

These are peak times for SM use.

TAGGING OTHER PAGES

It may be appropriate to @tag other pages in your updates.

For example, if you were talking about the Rockingham City Facebook Youth Page from the City of Rockingham Page, you would definitely want to tag that page, so your post showed up in the ‘Posts by Others’ section

BUILD RELATIONSHIPS WITH OTHER PAGE ADMINS

Post on the pages of other pages, say hello.

Comment on other page post and join in on the conversation where appropriate.

This builds word of mouth, respect in Facebook circles.

ROCKINGHAM FACEBOOK COMMUNITIES

SHARE THE LOVE!

Occasionally display your fans' wall posts

You will get to a point where users from across Rockingham will share pictures and updates on the page

Visitors will want to share their stuff as much as they want to see what you have been up to.

ENGAGE WITH YOUR FACEBOOK FANS

If a fan posts a photo or video on your wall, make a comment or click the "like" button, thank them.

If a user has a question about a ‘customer service’ related topic, acknowledge right away, and then take the time to find the answer from the appropriate department.

Users will undoubtedly come to the page to complain or report something to the council, just as they phone in.

BE AUTHENTIC

Facebook members have little to no tolerance for phoniness or hidden agendas and can easily spot both.

They do tend, however, to be forgiving. Be genuine and transparent. If you make a mistake, own up to it, do your best to resolve the issue and then post back on the action you have taken.

PUBLIC AND PRIVATE POSTING

Your fans have the option to private message you!

Getting in touch with individuals as a business page?

COMPLAINTS MANAGEMENT

STATUS UPDATES

POSTING A PAGE UPDATE

PRACTICE POSTS: FACTS

Using the context of your department, think of different practice posts that you might like to use on Facebook.

Think about what kind of images you could post, facts and figures.

What kind of questions would you like to ask the community?

EXAMPLE POSTS: IMAGE WITH TEXT

EXAMPLE POST 2: POLL QUESTION

THINKING LIKE A SOCIAL MEDIA EXPERT

Practice Posts:

Can you come up with your own posts?

Open a word document or with pen and paper write a post.

Make sure to include a statement and a question.

HOW WOULD YOU USE THIS CONTENT?

• We have about 105 000 residents, and a young median age of approximately 31 years.

• Last year out of 1128 dogs that were impounded, 725 animals were returned to their owner, 378 dogs found new homes

Penguin Island, just off our coast, is home to WA’s largest Little Penguin Colony. Get close to nature: Penguin Island Tours

HOW WOULD YOU POST THIS CONTENT?

• In 2010/2011 the Millar Road Landfill Facility received 9542.5 tonnes of waste. And 1,888.8 tonnes of Greenwaste, a 29% decrease from the previous financial year and general junk/metal was down by as much as 75%.#GFCimpacts

• Do you know what rubbish goes in which bin? Or by shopping smarter you can reduce your environmental impact and save money? Find out; the Waste Education Centre runs year round tours: 9528 8550

•

QUESTIONS?

THANK YOU!

FACEBOOK RULES AND REGULATIONS

Facebook Legal Terms http://www.facebook.com/legal/terms

Facebook Page Guidelines http://www.facebook.com/page_guidelines.php

Competitionshttps://www.facebook.com/page_guidelines.php#promotionsguidelines