4. Agenda
• Why Use Facebook for Marketing
• Changes
• Layout
• Edge Rank
• Best Practices
• Organic Reach
• Promoted Posts
• Questions
5. Why Use Facebook for Marketing
• Ad Savings: Facebook pages have demonstrated an equivalent, if not
greater, level of reach and click throughs at a much lower cost.
• Web Traffic: Google Analytics data shows increased back links and web
traffic through Facebook posts.
• Lead Generation: Do you currently calculate the cost per lead? You can
generate leads and calculate your costs versus what is already done. The
results are compelling.
• Buzz: The secondary social media activity such as Retweets and Likes
indicate market awareness and buzz.
• Revenue: At the end of the day, business decisions are mostly based on
revenue. You can show the correlation between your efforts in social media
and the impact to the bottom line.
10. EdgeRank
• Affinity score: Facebook calculates affinity score by looking at explicit
actions that users take such as the strength of the action, how close the
person who took the action was to you and how long ago they took the
action.
• Edge weight: Every action that a user takes creates an edge, and each of
those edges, except for clicks, creates a potential story. Each category of
edges has a different default weight.
• Time decay: As a story gets older, it loses points because it's "old news."
EdgeRank is a running score – not a one-time score. When a user logs into
Facebook, their newsfeed is populated with edges that have the highest
score at that very moment in time.
12. EdgeRank 2.0
• Post Types: The News Feed algorithm takes into account the type of posts
that each user tends to like. Users that often interact with photo posts are
more likely to see more photo posts in the News Feed, and users that tend
to click more on links will see more posts with links.
• Hide Post / Spam Reporting: Recent “hides” may carry more weight when
deciding if a post shows in the News Feed, but those “hides” will have less
impact as they decay over time.
• Clicking On Ads, Viewing Other Timelines: The News Feed algorithm is
completely separate from the algorithm that decides what ads to show,
when to show ads, and where to show them. But how a user interacts with
Facebook ads can influence what shows in the News Feed.
13. EdgeRank 2.0
• Story Bumping: Story Bumping bends the “decay” rules by giving older,
unseen posts a second chance at News Feed visibility if they’re still getting
interaction.
• Last Actor: Last Actor puts a premium on recency. Facebook is tracking a
user’s most recent 50 interactions and giving them more weight when
deciding what to show in the News Feed. This works on a rolling basis, so
the value of an interaction will decline after the user has made 50 more
recent interactions.
14. Relationship Settings
• Facebook says “We try to extract affinity naturally, but if you go to the
trouble to tell us more about your relationships, we will factor that in.”
15. Best Practices
• 7 Good practices for making your Edgerank soar!
• 1. Quality Content: Since EdgeRank directly relates to your Engagement
Rates, the more engaging your posts are, the more people will see it, and
your affinity will continue to increase.
• 2. Post Format: Photos and videos have proven to engage most users, but a
link to a great story or a clever status can do the job as well. Use Facebook
savvy by not creating too long posts, take advantage of questions and call to
actions, play with words and fill in blanks,…
• 3. Follow the Rules: Breaking the rules has only short-term benefits. The
more people report your Page, the more Facebook will penalize your Page
which can result in a rapid drop in future reach and cost you the reputation
of your brand.
16. Rule Breakers
• Don’t buy Likes
• Click Baiting: Don’t Treat Your Fans Like 3-Year-Olds
17. Best Practices
• 4. Post Frequency: More than 90% of Fans never come back to visit the Facebook
Page again after Liking it. You want to post enough to maintain fan relationships,
but not so much that they are overwhelmed.
• 5. Post Timing: You need to find out when your audience generates the most
activity. With Insights, you can easily track your most engaging days of the week
and hours of the day to optimize your posting strategy based on previous results.
• 6. Responding to Fans: Do not forget that social media is a two-way channel. Avoid
overwhelming them with advertisements, and create open communication. Every
time you respond to a fan, not only are you investing in an actual brand-customer
relationship, but you are also investing in the affinity of his/her Friends.
• 7. Keep an Open Mind: Measure, analyze, and optimize your strategy, analyze your
competitors’, and try different techniques that work for others. Understand that
Fans’ behavior will change.
