Bay East Facebook Class

Path to Mastery
Monday, December 17, 12

Agenda
• Welcome to Facebook
• Using Facebook
• Build a business page
• Facebook Ads and Analytics


Section 1: Setting the Foundation


Facebook
• Social network for connecting with other
community members
• Started in 2004
• Originally closed system
• Fastest growing user population on the
planet


Facebook Vocabulary

• Edge Rank - algorithm used by facebook
to determine what shows in newsfeeds
• News feed - aggregate view of users
friend and brands
• Page - ofﬁcial presence for public ﬁgure,
brand, or company


Personal vs Business
• Proﬁles are meant for people, and Pages are
meant for businesses.
• Do not create personal page for your
business.
• Pages are public which allow them to rank
in search.
• Pages allow for multiple admins

Section 2: Getting Started


Facebook Anatomy


Facebook Anatomy
Sidebar: containing your
news feed, inbox, friend lists
and quick access to groups
and apps.


Facebook Anatomy

News Feed: Friends and
pages you follow most
recent posts, photos, etc..


Facebook Anatomy
Notiﬁcation Icons:
New friend requests,
messages and
other notiﬁcations
including comments


Facebook Anatomy

Publisher Space:
Add a status update;
share a video, link or photo
and have them appear
in friend’s newsfeed.


Facebook Anatomy

Newsfeed Filter:
Filter your newsfeed by
Facebook edgerank or
by latest posts


Facebook Anatomy

Chat & Activity Feed:
Chat with your friends
including group and
video chat!

View friends activity
that may have not
made it into your
newsfeed.


Facebook Anatomy
Account Settings:
Privacy, app settings,
account management
and switch between
page and proﬁle mode


Create a Facebook Account

Visit facebook.com and ﬁll out the form to get started

Complete the Wizard


Edit Your Proﬁle

Visit your proﬁle and click the update info button to edit

Facebook Privacy
• Facebook privacy tools are designed to give
maximum control and ﬂexibility
• You can deﬁne custom groups or use broad
categories such as everyone, friends, or
friend of friends
• Friend lists are one of the most powerful
tools in your privacy toolbox


Accessing Privacy Settings

From any page click the down arrow next to home

Privacy Settings in Detail



Public:
Shares your item with
the internet at large
not just friends or
people on facebook



Friends:
Shares your item with
only your friends



Custom:
You can choose friends,
friends of friends, yourself
or a custom list.You can
also use this exclude



Deﬁne access to you:
Who can see your contact information.

Who can send you friend requests

Who can send you messages



Deﬁne access to your wall:

Who can post on your timeline aka wall

Who can see what others post on your
wall.

Review tags before they appear in your
timeline.

Review tags made on your posts.



Limit ad access to your data:

App settings and old version of FB
mobile

Is your data carried with friends

Review your personalization settings

Facebook timeline in search engine
results



Change access to past posts:

Timeline introduced a bunch of new tools
for managing your privacy. This option lets
you retroactively apply the new settings to
past posts.



Block people and apps:

This tool lets you manage blocking of invites
from apps, requests for information or apps
displaying on your wall.You can also use this
to block speciﬁc people from your
information or seeing your posts in their
newsfeed.


Accessing Friend Lists

In the sidebar ﬁnd friends and hover over the title a more link will appear

Accessing Friend Lists

If y
ou Ninja
clic don’t Tip:
k m see
bot ore frie
tom at n
the ds
side of th
bar e
!

In the sidebar ﬁnd friends and hover over the title a more link will appear

Managing Friends
• Create list to
add a new list
• Click link to see
your friend list
activity
• Click pencil to
add remove
friends from list


Section 3: Building a Business Page


Facebook Page Keys to Success
• A page is similar to a proﬁle except it is public.

• Users can fan a page without the page admin’s approval

• Pages are completely free and allow for advanced
analytics and other powerful tools to market your brand

• You can create multiple pages per account but are limited
to one proﬁle per email.

• You can assign admins to a page thereby distributing the
load for maintaining a page.


Building the Page

Visit www.facebook.com/pages/create.php and select a
category to begin.You have to be logged in to create a page.

Building the Page
After you select your category it will
ask you some simple questions to get started.

Visit www.facebook.com/pages/create.php and select a
category to begin.You have to be logged in to create a page.

Building the Page Wizard


Your Page is Almost Done
At this stage your page is about 80% complete to to achieve 100% you
will want to take the following steps:

• Like your page

• Invite friends to follow your page

• Make your ﬁrst post



•• Like your page
Like your page




•• Inviteyour page follow your page
Like friends to




• Like your page
• Make your ﬁrsttopost your page
Invite friends follow
•


Add a Cover Photo

Our proﬁle is looking good but it could be better. A
cover image can add pop to your page.

Just don’t make it an overt call to action.
https://www.facebook.com/help/276329115767498/

Add a Cover Photo

Our proﬁle is looking good but it could be better. A
You can ﬁnd can addtemplate at shortstack.com
cover image a good pop to your page.

http://www.shortstack.com/2012/11/cover-
Just don’t make it an overt call to action.
photo-template-for-facebook/
https://www.facebook.com/help/276329115767498/

Section 4: Edgerank & Insights


Understanding Edge Rank

Understanding Edgerank
• Edgerank is an algorithm developed by
facebook to determine what is displayed
and where in your newsfeed.
• Edgerank works by measuring distances,
between relationships, groups and shares.
• Understanding edgerank can give your
brand an edge


Breaking it Down
• Afﬁnity is a measuring of relative closeness
of a brand and a fan. Actions such as
sharing, clicking and commenting
can inﬂuence this edge.
• Weight measures the value of one action vs
another. For example a like is valued less
than a comment which is in turn valued less
than a share.
• Time decay is simply a measure of time
since an action occurred.

Edgerank work for you
• Leverage photos - these get the highest
engagement weight.
• Ask questions and use polls where it makes
sense.
• Encourage fans to get the word out by
sharing.
• Post frequently and on a regular schedule.

Understand Insights

• Properly used Facebook insights let you
know when and what to post
• Requires 30 users
• Should be checked regularly (information is
updated in real time)


The overview tab gives you an overview of all your datapoints.


The likes tab gives you demographic and location information
The about people who like your page. Additionally there is
overview tab gives you an overview of all your datapoints.
information on the source of the likes.


The reach tab gives you demographic and location information
The about people who like your page. Additionally there is
about people who seeyou ancontent. This is wheredatapoints.
overview tab gives your overview of all your you will
information on the source of the likes.
also ﬁnd the page views count.


The Talking About This tab gives you demographic information
The reach tab gives you demographic and location and location
The about people who like your page. Additionally there your
about people who seeyou ancontent. Thiscommentdatapoints.
information tab gives your overview of is where you is
overview about people who share or all your on will
information on content. of the likes.
the source


about To Export gives you ancontent.click commentdatapoints.
information tab your analytics data This export data is
overview about see your overview of is where you will
people who people who share or all your on
the source


the source

Page level gives you data
as it relates to your page


the source

Post level gives you data
per post.


Section 5: Bringing it all together


Creating a Welcome Tab

• Adding apps to your business page can add
new layers of depth and interactivity.
• We are going to explore building a simple
welcome tab.
• Caution we will talk code but it is pretty
straight forward.


Setup a Developer Account
Visit http://developers.facebook.com/


Click login


Login with your facebook account


Create the App
Click the Apps link


Create the App
Click Create New App


Create the App
The name of the app, using no more than 32 characters and no
less than 3. Please make sure that your app name does not violate
the trademark or other rights of a third party. Otherwise, we may
be forced to remove your app.


Create the App
The app namespace is used for deﬁning custom Open Graph
actions and objects (e.g., namespace:action) and for the URL for
Apps on Facebook (e.g., http://apps.facebook.com/namespace)


Create the App
Heroku and Facebook have teamed up to provide free hosting for
apps developed on Facebook at no cost. One of the great things
about Heroku is it is a ﬂexibile platform for developers supporting
Ruby, Node.js, Python and PHP.


Create the App
After we have ﬁlled out the form click continue.


Create the App
Answer the captcha question. Click continue.


Working on the App
At this stage you will need to conﬁrm your email address and
development environment. If you are planning on just a simple
HTML page select PHP. Click create to conﬁrm.


Working on the App
At this stagestagewill need to conﬁrm your email a good and
At this you your app will be very basic but address
demonstration of what youIf you are planning on just a “Learn
development environment. can do with it. Clicking the simple
howHTML page select takesClickto a step by step guide.
to Edit This App” PHP. you create to conﬁrm.


Working on the App
demonstration of what youIf you are planning on just a “Learn
development environment. can do with it. Clicking the simple
Select PageThis App”
to Edit Tab
howHTML page select takesClickto a step by step guide.
PHP. you create to conﬁrm.
Your page tab name
is the name you want
to see on your page.

Your app urls are the
link to your app on
heroku


Working on the App
demonstrationsatisﬁed you If you are to add your just a “Learn
of what you can do with it. Clicking the simple
Once you areenvironment. will want planning on app to your
development
page asHTML ToTabselect takesClicktheafollowingstep guide.
Select PageThis so you will use
how totab. page App” PHP. you to step by special URL.
a Edit do create to conﬁrm.
Your page tab name
https://www.facebook.com/dialog/pagetab?app_id=[ APP
is the name you]&next=[ URL TO YOUR APP ]
ID want
So for the demo app it is
https://www.facebook.com/dialog/pagetab?
link to your app on
app_id=442189935848838&next=https://frozen-
heroku
sierra-4291.herokuapp.com/

Working on the App
demonstrationsatisﬁed you If you are to add your just a “Learn
of what you can do with it. Clicking the simple
Once you areenvironment. will want planning on app to your
development
page asHTML ToTabselect takesClicktheafollowingstep guide.
Select PageThis so you will use
how totab. page App” PHP. you to step by special URL.
a Edit do create to conﬁrm.
Your page tab name
https://www.facebook.com/dialog/pagetab?app_id=[ APP
is the name you]&next=[ URL TO YOUR APP ]
ID want
So for the demo app it is
link to your app on
app_id=442189935848838&next=https://frozen-
heroku
Visiting the URL will take you to this page. Select your
sierra-4291.herokuapp.com/
business page and click “Add Page Tab”

Alternative Method Using Dropbox

• Create a page using my single page twitter
bootstrap layout. http://bit.ly/T4CyiD
• Rename the file to welcome.html or
whatever you want to call it.
• Add the file to dropbox public folder
• Right click the file and select copy public
link.
• Fill out Facebook App Tab form

1
• Addhttps://developers.facebook.com/apps
the ﬁle to dropbox public folder
link.
•
Fill out Facebookuse my demo page
Feel Free to App Tab form
http://dl.dropbox.com/u/7898741/code/welcome.html

2
• Add the ﬁle to Create New App
Click dropbox public folder

link.
•

3
• Right click
Fill in thethe ﬁle and select Continue
App Name Click copy public
link.
•

4 • Rename the ﬁle to welcome.html or
• Right click the Captchaselect copy public
Answer
ﬁle and
Click Continue
link.
•

•
5 Rename the ﬁle to welcome.html or
• Right click the ﬁle andPage Tabcopy public
Find and click
select
in the List
link.
•

•
6 Rename the ﬁle to welcome.html or
Note the https here

• RightFill in the form and click copy changes
click the ﬁle and select
save
public
link.
•

7
Visit • Right click the ﬁle and select copy public Page Tab
Activation URL and Select Your Page and click Add
link.
Activation URL
•
app_id=YOUR_APP_ID&next=YOUR_URL

Improve Engagement
• Post every day - the magic number appears
to be between 3 - 5 times daily
• Focus on engagement - ask questions, post
tips, link to articles (even if they are not
your own)
• Use a call to action - ask for the like, share
or click.
• Use an 80/20 rule with 80% of posts fun,
interesting etc.. and 20% sales related

Tips for Success
• Be fun and • Incorporate your
interactive email campaigns
• Use video and • Use content from
photos other sites
• Connect with • Like other
your site business pages
• Run contests • Post frequently
and regularly


Talk to me I Crave Attention

Mark Flavin
Bay East IT Director

markf@bayeast.org

http://fb.com/mark.ﬂavin

http://twitter.com/psynewave


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