This document provides tips and best practices for managing a Facebook page. It discusses understanding how the Facebook feed works and what types of content it favors versus does not favor. It provides suggestions for content ideas, getting attention on posts, housekeeping tasks for the Facebook page, dos and don'ts for posting, and using analytics to track performance. The overall document aims to help users improve their Facebook posts and engagement.

1. Facebook
Tips,
Tricks,
&
Best
Prac3ces

2. 2
Introduc3on
Understanding
The
Feed
Housekeeping
Do’s
and
Don’ts
Content
Ideas
Ge@ng
ABen3on
Contents

3. 3
Facebook
can
be
complicated,
but
successfully
managing
a
page
becomes
a
lot
easier
thanks
to
simple
changes
you
can
make
in
your
content
strategy.
This
guide
will
show
you
how
to
improve
your
Facebook
posts
and
go
from
“stressful”
to
“social.”
Introduc3on

4. 4
Facebook
has
been
studying
the
way
we
interact
with
content
in
our
feeds
for
years.
Just
like
how
our
habits
and
preferences
online
change
overBme,
Facebook
changes
the
quality
and
quanBty
of
content
it
displays
in
the
feed.
While
it’s
frustraBng
to
know
that
most
posts
only
reach
around
10%
of
fans,
prioriBzing
the
types
of
content
and
fan
interacBons
the
current
algorithm
favors
will
help
increase
feed
impressions.
Understanding
The
Feed

5. 5
What’s
In?
Using
link-­‐shares
Pos0ng
news
Favoring
comments
over
likes
Tagging
other
relevant
pages
Crea0ng
event
pages
Video
content
Understanding
The
Feed

6. 6
What’s
Out?
Using
photos
for
every
post
“Like-­‐bait”
Frequently
circulated
content
Text
status
posts
from
pages
Sales
language
Understanding
The
Feed

7. 7
What
does
the
feed
algorithm
look
at?
Posts
geFng
a
lot
of
engagement
across
all
of
Facebook
Posts
that
other
fans
of
a
page
also
like
Trending
conversa0ons
Type
of
post
(text,
photo,
link-­‐share,
video)
Type
of
profile
(personal
vs.
page)
Sharability
Content
source
Understanding
The
Feed

8. 8
deemphasizing
markeBng
posts
upping
the
importance
of
video
rewarding
newsworthy
content
replacing
search
as
#1
traffic
source
The
Newsfeed
Recent
&
Upcoming
Changes

9. 9
increase
focus
on
driving
traffic
from
Facebook
ensure
shareability
of
content
on
other
plaTorms
put
more
thought
into
posts,
make
them
more
conversaBonal
redouble
efforts
at
TwiVer,
tumblr,
and
Pinterest
Strategies
What
to
do
to
capitalize
on
these
changes.

10. 10
Analy3cs
Facebook
Insights
are
a
great
way
to
track
the
performance
of
your
Facebook
page
and
will
help
you
drive
strategic
markeBng
decisions
based
on
audience
behavior.

11. 11
Clean
up!
Take
simple
steps
to
improve
your
Facebook
presence
and
make
your
page
more
effecBve.
1. Add
a
buy
link
in
your
About
sec0on
for
easy
access.
If
a
Call
To
Ac0on
buSon
appears
on
your
Page,
also
add
the
buy
link
here.
2. Use
a
profile
picture
with
people
in
it
–
fans
are
more
likely
to
pay
aSen0on
to
faces
than
logos
3. Include
new/recent
release
info
in
a
cover
photo
–
it’s
prime
real
estate!
4. Add
a
concert
app
(Bandsintown
or
Songkick)
to
make
sure
fans
can
always
find
tour
dates
without
digging
through
old
posts
Housekeeping

12. 12
Before
making
a
post
on
Facebook,
ask
these
quesBons:
Is
this
content...
ü …relevant
to
my
page?
ü …0mely?
ü …from
a
trusted
source
or
safe
website?
ü …interes0ng
enough
for
others
to
share?
If
these
are
all
yesses,
then
you’re
ready
to
post!
The
following
slides
have
Bps
for
improving
your
updates.
Do’s
and
Don’ts

13. 13
DO…
Tag
other
pages
menBoned
in
your
posts.
If
your
content
is
relevant
to
fans
of
the
other
pages,
Facebook
may
show
your
post
in
those
fans’
feeds.
Tag
other
arBsts,
fesBval
names,
venues,
retailers,
and
websites/blogs/magazines.
Do’s
and
Don’ts

14. 14
DON’T…
Introduce
unrelated
tags
to
try
to
reach
other
pages’
fans.
Spam
tacBcs
won’t
work
here,
as
Facebook’s
algorithm
is
looking
solely
for
relevant
content
to
share.
Do’s
and
Don’ts

15. 15
DO…
Use
link-­‐shares.
Facebook’s
focus
on
making
the
feed
a
beVer
news
source
for
users
means
their
algorithm
now
favors
links.
Do’s
and
Don’ts

16. 16
DON’T…
Delete
link-­‐share
info
and
use
a
text
URL.
Keep
the
automaBcally
populated
info!
Do’s
and
Don’ts

17. 17
DO…
Share
important
news
across
mulBple
plaTorms.
Some
people
like
TwiVer,
while
some
are
always
checking
Instagram.
Having
info
on
every
plaTorm
extends
your
reach
and
keeps
you
from
missing
fans.
Do’s
and
Don’ts

18. 18
DON’T…
Sync
all
your
services
together
to
post
from
one
source.
Social
networks
don’t
all
communicate
the
same
way.
Prevent
broken
tags,
poor
formahng,
and
useless
links
by
taking
a
few
extra
minutes
(just
a
few!)
to
make
separate
posts.
Do’s
and
Don’ts

19. 19
DO…
Post
about
individual
shows.
Tag
the
venue
to
increase
post
reach.
Do’s
and
Don’ts

20. 20
DON’T…
Share
show
posts
with
everyone.
Geotarget
by
city
or
state
to
make
sure
fans
see
content
that’s
relevant
to
them.
GeotargeBng
will
let
you
be
more
specific
with
your
copy
and
avoid
cluVer.
Do’s
and
Don’ts

21. 21
DO…
Join
or
create
conversaBons
by
tracking
trending
topics
and
using
relevant
hashtags.
Do’s
and
Don’ts

22. 22
DON’T…
Go
overboard
on
the
hashtags.
Limit
it
to
one
per
post
and
only
use
hashtags
that
are
relevant,
like
an
album
Btle
used
throughout
your
markeBng
campaign
or
a
common
hashtag
like
#tbt.
Do’s
and
Don’ts

23. 23
DO…
Interact
with
fans.
Use
the
“reply”
feature
to
answer
fans
within
24
hours.
Ignoring
comments
can
create
possible
anger
or
disappointment.
Do’s
and
Don’ts

24. 24
DON’T…
Use
Facebook
like
TwiVer.
Spread
posts
out
and
have
disBnct
purposes
for
making
them.
Contain
conversaBons
with
fans
to
the
comments
secBon
of
a
post.
Do’s
and
Don’ts

25. 25
DO…
Tease
video
naBvely
on
Facebook
and
link
to
full
video
on
YouTube
or
website.
Do’s
and
Don’ts
Post
30
seconds
of
the
video.
For
instance,
an
embed
of
the
video
on
your
site.
Use
the
CTA
feature
to
drive
traffic
off
Facebook.

26. 26
DON’T…
Rely
on
text
and
photo
posts
alone
to
engage
your
audience.
Video
posts
can
auto-­‐play
and
will
stand
out
more
in
the
newsfeed.
Do’s
and
Don’ts

27. 27
DO…
Replace
retail/sales
posts
with
videos.
What’s
beVer
than
telling
fans
to
go
to
Best
Buy?
Going
to
Best
Buy
yourself,
gehng
it
on
video,
and
gehng
Best
Buy
to
share
that
video
on
Facebook.
Do’s
and
Don’ts

28. 28
DON’T…
Simply
tell
fans
to
go
buy
your
record
with
text
and
a
link
to
the
retailer.
Facebook
has
de-­‐emphasized
the
markeBng
post,
so
these
posts
are
appearing
less
in
the
newsfeed.
Do’s
and
Don’ts

29. 29
DO…
UBlize
the
Buzzfeed
model
when
creaBng
Facebook
videos.
Do’s
and
Don’ts
HD
Video
Uses
Text
Engagement

30. 30
DON’T…
Rely
on
a
video’s
audio
to
engage
fans.
Videos
uploaded
to
Facebook
can
auto-­‐play
without
sound.
Do’s
and
Don’ts

31. 31
DO…
Ensure
that
websites
can
share
to
Facebook
and
TwiVer
well.
Do’s
and
Don’ts
use
proper
Open
Graph
Tags
hVp://developers.facebook.com/docs/sharing/best-­‐pracBces#tags
share
links
to
premieres
rather
than
capBon
photos
hVp://newsroom.r.com/news/2014/08/news-­‐feed-­‐fyi-­‐click-­‐baiBng/
allows
for
beauBful,
full-­‐image
posts
opBmize
images
on
your
site
hVp://developers.facebook.com/
docs/sharing/best-­‐pracBces#images
ensures
a
full-­‐size
shared
image
preview
your
shares
with
the
debug
tool
hVp://developers.facebook.com/tools/debug
make
use
of
TwiVer
cards
on
your
site,
too
hVp://dev.twiVer.com/cards/overview

32. 32
DON’T…
Post
content
without
opBmizing
it
for
the
plaTorms
you’re
sharing
it
on.
Great
looking
content
will
be
more
engaging
and
will
ulBmately
be
more
share-­‐able.
Use
Facebook’s
debug
tool
to
reveal
potenBal
issues:
Do’s
and
Don’ts

33. 33
DO…
Use
the
link
format
when
premiering
with
media
partners.
Do’s
and
Don’ts
Facebook
rewards
newsworthy
content
copy
and
context
plus
large
picture
and
headline
users
click
on
these
more
than
status
links
or
photo
capBons
enBre
area
is
clickable;
beVer
for
mobile
users

34. 34
DON’T…
Post
a
bare
link
or
a
photo
with
a
link
in
the
capBon.
Rich
link
posts
are
clicked
on
at
twice
the
rate
of
capBons
and
plain
links.
Do’s
and
Don’ts

35. 35
DO…
Drive
email
subscripBon
and
app
downloads
when
possible.
Do’s
and
Don’ts
DRIVE
FANS
TO
YOUR
WEBSITE,
EMAIL,
AND
APP
the
most
control
over
your
messaging
the
most
access
to
your
data
future-­‐proof
against
major
changes
to
third
party
plaTorms
like
the
Facebook
Newsfeed

36. 36
DON’T…
Rely
on
driving
traffic
to
other
social
media.
These
desBnaBons
are
prone
to
change
and
the
audiences
you
build
there
may
become
difficult
to
access.
Instead,
drive
fans
to
a
hub
that
you
control.
Do’s
and
Don’ts

37. 37
DO…
Create
Facebook
event
pages
for
important
events.
• Fans
will
be
alerted
when
there
is
an
event
near
them
and
again
as
a
reminder
when
the
date
gets
closer.
• Fans
can
also
see
which
of
their
friends
are
going
as
well
as
invite
friends
that
may
be
interested.
Do’s
and
Don’ts

38. 38
Coming
up
with
Facebook
content
is
the
biggest
struggle
for
most
ar0sts
and
their
teams.
We
have
ways
to
beSer
plan
and
prepare
for
your
Facebook
posts.
Content
Ideas

39. 39
Make
a
schedule
SBcking
to
a
rough
content
schedule
keeps
your
opBons
from
gehng
overwhelming
Content
Ideas
M
T
W
R
F
S
Su

40. 40
Never
doubt
that
you’re
interes0ng
Fans
want
to
know
about
you.
Having
something
to
post
on
Facebook
can
be
as
easy
as:
• Photos
of
gear
• A
cross-­‐posted
Instagram
video
from
the
van/bus
• A
link
to
a
favorite
song
or
video
with
a
liVle
background
on
why
it’s
important/influenBal
The
next
slides
have
a
list
of
different
op0ons
for
when
you’re
stuck…
Content
Ideas

41. 41
Content
Ideas
Photos
/
Images
Audio
Video
Album
/
single
art
Video
sBlls
Merch
Venue
during
soundcheck
Backstage
Gear
Screenshots
of
tracking
Crowd
at
a
show
–
encourage
fans
to
tag
themselves!
Free
download
In-­‐feed
track
stream
(by
sharing
from
Official.fm,
Soundcloud,
Bandcamp,
etc.)
SpoBfy
themed
playlists;
setlists,
riding
in
the
van,
songs
that
inspired
the
new
album
etc.
Recorded
greeBng
/
update
Short
announcements
Album
Trailer
Music
Video
Teasers
Answers
to
fan
quesBons
Backstage
tours
Studio
tours
AcousBc
versions
of
songs

42. 42
It
has
become
increasingly
important
to
use
na0ve
Facebook
video
content.
Some
things
to
keep
in
mind:
1. When
Facebook's
algorithm
decides
what
to
show
on
people’s
news
feeds
it
gives
preference
to
naBve
video
content.
2. Majority
of
Facebook
video
views
happen
on
mobile
devices.
3. Facebook
videos
can
now
be
embedded.
This
allows
users
to
share
content
that
will
contribute
to
original
video’s
views
and
comments.
In
doing
so,
Facebook's
algorithm
will
be
alerted
and
can
extend
the
videos
reach.
Content
Ideas
Facebook
Video

43. 43
• Schedule
videos
to
automate
your
content
calendar
– When
video
is
uploaded
click
the
arrow
next
to
“Publish”
and
choose
“Schedule
Post”
from
there
you
can
select
the
date
and
the
Bme.
• Set
expira3on
date
– If
an
expiraBon
date
is
necessary
for
your
video,
once
the
video
has
expired
it
will
no
longer
be
available
on
your
Bmeline
or
anywhere
else.
This
feature
may
come
in
handy
when
there
are
licensing
restricBons.
Content
Ideas
Uploading
Facebook
Video

44. 44
• Facebook
videos
automa3cally
play
on
users
newfeed
without
sound.
Adding
cap3ons
will
help
capture
fans
aBen3on
un3l
the
sound
is
turned
on.
– On
computers,
users
can
choose
to
turn
capBons
on
by
clicking
“CC”
at
the
boVom
right
corner.
Mobile
Facebook
video
users
will
automaBcally
have
capBons
if
the
device
is
on
mute.
Content
Ideas
Add
cap0ons
To
Facebook
Video

45. 45
• Find
your
video
library
under
“Publishing
Tools”
at
the
top
of
the
arBst
page.
This
is
where
you
can
manage
and
edit
all
videos.
Content
Ideas
Managing
Your
Facebook
Videos

46. 46
Facebook
Live
is
a
unique
feature
that
can
help
arBsts
directly
connect
with
fans.
Fans
are
able
to
watch
and
interact
with
real-­‐3me
video
that
will
broadcast
through
your
Facebook
profile.
Ways
to
uBlize
this
feature:
• Take
fans
behind
the
scenes
of
a
concert,
in
the
recording
studio,
at
a
photo
shoot
or
while
making
a
music
video.
• Host
a
fan
Q&A.
• Host
a
listening
party
for
your
new
album
release.
Answer
fan
quesBons
while
they
hear
the
album
for
the
first
Bme.
Content
Ideas
Facebook
Live

47. 47
Pinning
content
on
your
page
helps
posts
get
noBced
and
stay
noBced.
It
will
keep
your
post
at
the
top
of
your
page
for
up
to
7
days
making
it
the
first
post
fans
see
will
see.
Ge@ng
ABen3on
Pin
Important
Posts

48. 48
Promo0ng
Posts
If
you
want
to
reach
all
of
your
fans
on
Facebook,
you’re
going
to
need
to
pay
to
promote
your
content.
Consider
boos3ng
your
most
important
posts
(think
pre-­‐orders,
buy
links,
and
major
asset
premieres
–
posts
that
are
likely
to
convert
to
purchases)
with
a
small
budget
to
increase
reach.
Ge@ng
ABen3on

49. 49
To
Boost
a
post:
1. Go
to
a
post
you’ve
created
and
then
click
“Boost
Post”
in
the
lower
right
corner.
2. Choose
your
audience
and
budget
and
how
long
you
want
the
boost
to
be
live.
3. Choose
payment
method.
4. Click
“Boost
Post”
and
you
are
good
to
go!
Ge@ng
ABen3on
Promo0ng
Posts

50. twiVer.com/orchtweets
facebook.com/theorchard
linkedin.com/company/the-­‐orchard
The
Orchard
and
its
logo
are
registered
trademarks
of
Orchard
Enterprises
NY,
Inc.
All
Rights
Reserved.
All
other
trademarks
not
owned
by
the
Orchard
Enterprises
NY,
Inc.,
its
parent
or
affiliates
that
appear
herein
are
the
property
of
their
respec0ve
owners,
who
may
or
may
not
be
affiliated
with,
connected
to,
or
sponsored
by
Orchard
Enterprises
NY,
Inc.,
its
parent
or
its
affiliates.
Thank
You!
See
you
later