The document provides guidance for county governments on using Facebook effectively. It recommends posting often with relevant, timely and actionable information. It also suggests understanding your audience and how Facebook's EdgeRank algorithm works to ensure more people see your posts. The document outlines best practices for posting, including timing, tone, and details like thumbnails. It also covers monitoring and responding to comments according to certain criteria for deleting content.

1. Fairfax County
Facebook Playbook
Version 1.0 // Feb. 25, 2013
Disclaimer
The following guidance is subject to
change due to the ever evolving
nature of Facebook
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2. Posting Strategy
From Facebook:
We’re all beyond “initially” so post as often as you have relevant,
timely, actionable information
Understand Audience
Years of research by Facebook shows
why people join and use:
How can you tap into these four key tenets with your posts?
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3. • We’re competing with
cute puppies and cute
kids!
• Add value, not noise
• Be:
• Relevant
• Timely
• Actionable
Understand EdgeRank
We’re not reaching all of our fans with
every message:
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4. EdgeRank
Source: http://blog.getpostrocket.com/2012/09/infographic-facebook-edgerank-101-class-is-now-in-session/
Explaining EdgeRank
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5. Explaining EdgeRank
Explaining EdgeRank
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6. Explaining EdgeRank
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7. Explaining EdgeRank
Explaining EdgeRank
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8. Explaining EdgeRank
Explaining EdgeRank
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9. Explaining EdgeRank
Explaining EdgeRank
Know YOUR Page demographics; example above may not
reflect a county government page
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10. Research Says…
Send messages at various times of the
day to reach different audiences:
– AM, PM, weekends
Schedule messages:
Research Says…
Be conversational and informal; limit
government speak!
Use “we” and “our”
Speak directly to your audience rather
than about them
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11. What Not to Post
Opinions
PDFs
Commercial/private sector information
(i.e., endorsements)
Internal content such as awards or
employee info
Do not try to control the conversation;
be a participant with facts
Publishing
Publishing Facebook posts takes precision
Lots of little details executed well equal
an effective post
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12. Posting Mechanics
Method 1: Method 2: Method 3:
Post as a Picture Post as a Link Post as a Share
Best choice
Posting Mechanics
Edit sections in red
(methods 2 & 3):
– Always delete
“Fairfax County,
Virginia” in headline
– Make sure subtext is
helpful
– Use relevant
thumbnail or no
thumbnail at all
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13. No!
Pay Attention to Thumbnails
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14. Other Details
Make sure you post links, if necessary,
with more details
Do not copy+paste an entire news
release
Tag other pages
Tag Other Pages
Include active tags to
Pages your Page likes
Use the @ symbol and
then start typing the
name of the Facebook
Page
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15. Page NewsFeed
“Use Facebook As” and then click Facebook logo:
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16. Be sure to sort! You most likely want “Most Recent”
Monitoring/Responding
When you post, be sure to check back often
the first day or two for comments/questions
After a day or two, comments stop unless the
conversation continues
Do not try and control the conversation; let
people express themselves…
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17. 10 Criteria for Deleting
1.) Vulgar language
2.) Personal attacks
3.) Offensive comments that target or
disparage any ethnic, racial, or religious group
10 Criteria for Deleting
4.) Spam or links to other sites*
5.) Clearly off topic
6.) Advocate illegal activity
7.) Promote particular services, products, or
political organizations
* If a link contributes to the conversation, then use your judgment to keep it
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18. 10 Criteria for Deleting
8.) Infringe on copyrights or trademarks
9.) Use personally identifiable medical
information
10.) Information that may compromise the
safety, security or proceedings of public
systems or any criminal or civil investigations
Deleting Comments
BEFORE deleting, take a screenshot of the topic
you posted and the comment you’re about to
delete and save it for any future litigation that
may happen
You CANNOT delete comments that disagree
with a policy, position or point of view, as long
as the comments do not violate the 10 criteria
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19. Deleting: Two Steps
1.) Hide as Spam 2.) Delete this Comment
Spam Comments
If marked as “spam” by public or
admin, then comment remains visible
only to the fan and his/her friends who
also like your page
Spam comments appear in gray box
Monitor for comments that aren’t spam –
unmark as spam
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20. Cover Photo
• Unique,
Compelling
• Single Image
• 851x315 pixels
• View page 8 of
handout for what
Facebook
prohibits
Cover Photo
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21. Other Image Sizes
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