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Social Networks: Facebook

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Joanna Phillips-Melancon

on 1 October 2018

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Transcript of Social Networks: Facebook

Social Networks: Facebook
Why Facebook?
47% of Americans say Facebook is their #1 influencer of purchases

55% of moms say FB “most important channel for communicating with brands” (Dads: 47%)

70% of marketers used Facebook to gain new customers (34% on Twitter)
FB followers spend 35% more than nonfollowers

65% of customer questions on FB answered




CPM
Why do brands use Facebook?


AWARENESS


ENGAGEMENT



CONVERSION
Optimize Your Page

Use Profile Picture and Cover Image
Complete About section
Description (think SEO)
Call-to-Action Button
Page Settings
Hours/Contact
Respond to people
Post Strategies
Conversion Strategies
retargeting
"Buy it button"
pixels


Ad Analytics
Metrics:
Facebook Insights Dashboard and Downloadable Data Files


Over 2 Billion users

Every Demographic

1 in every 6 online minutes, 1 in 5 for mobile
Gaming The Algorithm:

Average user sees only 300 of 1500 newsfeed posts; the algorithm takes 100,000 factors into account when deciding which to serve in an individual's newsfeed


WHO POSTED IT?
Friends before Pages: Your friends come first (MORE NOW)
"Close" friends content comes first
Pages that the follower likes is tagged in
WHAT TYPE OF CONTENT IS IT?
Informative and Entertaining content are coveted by users, Spammy or Over-sensationalized content is hidden, including Click-Bait (high bounce rates) and Promotional Posts and Like-Gaiting, Share baiting, Comment Baiting Hurts Your Post
Text only status updates from brands will be limited
WHEN WAS IT POSTED?
More timely, recent content given priority
"Trending topics" post placed higher
MEANINGFUL CONTENT AND INTERACTIONS
Who shared and commented on it?
Comments are King, Followed by Shares and "reactions"
Complete Profile Info
Click Bait

If the headline withholds information required to understand what the content of the article is
If the headline exaggerates the article to create misleading expectations for the reader

Overly Promotional Content:
Posts that solely push people to buy a product or install an app
Posts that push people to enter promotions and sweepstakes with no real context
Posts that reuse the exact same content from ads

Like-Baiting:
explicitly asking to like, share, or comment on a post
The Bad News:


How to Beat the Algorithm
Use Video (Live Video Especially)
Create Conversations (without asking for comments)
Use Polls
Question in every post
Create a Debate (but not a political/social one)
Create Employee Advocates and Consumer Ambassadors
Don't Use LINKS (why?)
DO USE PHOTOS, VIDEOS, and TAGS
87% more engagement
Recycle Content and Repurpose
Use Groups for Community
Pay to Play
Establish a Voice
Less Text: 140 or less
More Visuals
Photos, Videos, Gifs
Run Contests
Give Discounts
Hashtags (1-3) get more engagement
Post at Optimal Times
Use Emojis
Ask Questions
Go Live
Don't irritate followers-->
Full transcript