1. Facebook
Beyond the Basics
Patrick Powers
Director of Digital Marketing and Communications
Webster University

2. Introduction
Director of Digital Marketing
and Communications
Adjunct Faculty
Blogger
Speaker
@patrickjpowers

3. Where Are You?
1 2 3 4 5

4. Goals and Objectives
• Revisit the basics.
• Understand recent changes.
• Generate better content.
• Demonstrate success.
• Discuss.

5. The Basics
• Complete the Information tab.
• Integrate Facebook with the web.
• Be present, authentic, honest,
genuine, transparent, blah, blah,
blah…

10. New Open Graph
• Apps no longer need continual
permission to post content.
• Updates sent to ticker; held back
from news feed unless “important.”
• Verbs go beyond “like.”

11. EdgeRank
∑edge e = uewede

12. ue = affinity
we = weight
de = time decay

13. Affinity

14. Weight

15. Time
Decay

16. How You Post Matters
80%

17. People won’t see it just
because you posted it.

18. Post Better Stuff
• Heighten the user experience.
• Increase conversions.
• Provide clear call to action.
• Strengthen identity.
• Provide measurable ROI.

19. Social networks are
not created equal.
≠ ≠

20. Customize the Content

21. Geo-targeting Posts

22. Geo-targeting Posts

23. What Works for You?
• Photo: 0.37%
• Video: 0.31%
• Status update: 0.27%
• Link: 0.15%

26. Data Knows What Works

27. Know Your Audience

28. Measure Facebook
Beyond Facebook

29. Remember the Links

30. Google URL Builder

31. Custom Tab Performance

32. Review
• Keep pace with the changes.
• Generate better content to drive
engagement.
• Know what works for you.
• Track all that’s important.

33. Thank You
• patrickpowers59@gmail.com
• www.patrickpowers.net
• facebook.com/patrickpowers
• 314-540-0356
• @patrickjpowers