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Facebook for Business: Silver Bullet or Snipe Hunt?

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The Good, the bad, and the Ugly... What businesses need to know about using Facebook effectively. We cover the Newsfeed, Edgerank, Facebook Ads, Best Practices, and more.
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  • 1. Facebook Update July 16, 2015
  • 2. The purpose of this meeting is to inform and introduce technology to Chamber members, not necessarily to give a complete education on the topics discussed. Some of the technologies discussed are quite often available through Chamber member companies, including several of the volunteers in the subcommittee. Other topics are presented as classes by the Chambers. If you would like to discuss any of these topics more in- depth, please contact one of the subcommittee members after the meeting and we’ll get you in touch with the best contact for your interest. Mission
  • 3. Sub-Committee Chamber Member Companies working together to bring you the information on the technological topics that interest you and can benefit your business! Co-Chairman Ken Tucker, Changescape Web Mark Peimann, EPC Computers Andy Kastrup, ProTronics Technologies, Inc. Art & Candy Zemon, Hen’s Teeth Network Beth Richter, ProTronics Technologies, Inc. Don & David Weir, Managed Computer Services Paul Barthel, Minuteman Press Randy Downs, Independent Consultant
  • 4. “Like” our Facebook Event facebook.com/STCCTechComm
  • 5. Collect Curate Create Share Engage Social Media System Hootsuite Feedly Talkwalker Diigo Pulse Feedly Scoop.it Newsle Word Swag Canva List.ly Visual.ly Hootsuite Feedly Buffer Nimble Groups Contactually
  • 6. Why Have a Facebook Page? Professional Image Only Way to Advertise on Facebook Potential SEO Benefits Good for Know and Like Important Component for Lead Generation/Nurturing
  • 7. “Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300.” Source: Facebook Newsfeed and Reach
  • 8. Where: ∑ – The sum of each individual edge. An edge is a story that can show up in your News Feed, like a status update, comment, Like, tag, and so on. u – The affinity score. This is the factor that weighs how close you are with the person doing the posting. If you frequently interact with the person posting, have several mutual friends, or are related, Facebook is more likely to give that content a higher weight. w – The weight for this edge. Not all actions are considered equal in the eyes of Facebook’s algorithm. For example, a friend creating a status update would carry more weight than someone simply liking a status update. d – The time decay factor. As a posts gets older, it’s more likely that it has already been seen or that it is no longer as relevant. Facebook remedies both of these problems by taking the age of the post into consideration. Source: socialsprout Edgerank
  • 9. History: EdgeRank for the Newsfeed  Aug. 23, 2013: Facebook Enforces Quality  Dec. 2, 2013: Facebook Breaking News  Jan. 21, 2014: The Importance of Text Updates  Feb. 24, 2014: Tagging for Additional Reach  Aug. 25, 2014: The Fall of Click-Bait  Sept. 18, 2014: Taking Advantage of Trends  Nov. 14, 2014: Penalizing Promotional Posts As a Business, you don’t control the Facebook newsfeed Source: socialsprout
  • 10. Users can prioritize Facebook friends and pages… Make sure to select “See First” for the Changescape Facebook page • Can choose only 30 friends and Pages to prioritize • Can tell their updates apart (star in upper right corner. • Only after you’ve gone through the updates from your “See Firsts” will the regular old algorithm- driven Newsfeed take over. NEW: Newsfeed Control
  • 11. The biggest arguments against the Edgerank algorithm have been from brands. The biggest argument from brands fits this general idea: they are, and have been in the past, encouraged to spend their Facebook ad dollars promoting their Pages to increase their followings. This made sense in the past. Brands would pay Facebook to increase their follower numbers, and every time they created an organic post their followers would see it. But now that these Facebook algorithm updates have seriously cut into the amount of organic reach a Page’s posts get, these advertisers feel like they’ve invested into their social followings for nothing. Even brands that never spent a dime creating a following dislike Edgerank because they find it difficult to reliably reach their audiences. Source: socialsprout Edgerank for Brands
  • 12. Facebook Ads
  • 13. Best Practices • Mention and Tag a person, page, or group • Post Evergreen Content (longer lasting) • Post Pictures, Infographics, Videos and Links • Determine best time to post • Target and Advertise • Get Recommendations Facebook Reviews Now Get You Rich-Snippet “Review Stars” in the Local Search Results
  • 14. Good Likes and Detrimental Likes Facebook Ads – Keep in Facebook or Take outside of Facebook? Use 3rd Party Apps or not? Does it hurt EdgeRank? Upside and Downside of Scheduled Posts Upside and Downside of Posting to Multiple Social Media The Value of a Page Like Discussion (starter)
  • 15. Ask a Techie
  • 16. July 16 Presented by: Please fill out your survey & drop it in the box before you leave Art & Candy Zemon Mark Peimann Ken Tucker Andy Kastrup Beth RichterPaul Barthel Randy Downs Independent Consultant Facebook Update
  • 17. Upcoming Events Next Month’s TechComm Topic August – Visual Marketing (Instagram, Pinterest, YouTube)
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