This is a presentation on social strategy and the process for developing social content, deploying and tracking effectiveness. Also included at the end are a series of screenshots of the Facebook insights for a small Facebook page. This is meant to give you a peak at what can be tracked if you don't typically use Facebook and haven't been an admin on a page.

1. SOCIAL
MEDIA
STRATEGY
TONY PASSEY

2. OVERVIEW OF TOPICS
Planning Social Strategy
Developing Content for Social Media
Deploying Social Content
Tracking Social Campaigns

3. PLANNING SOCIAL
STRATEGY
Step one is always defining your demographics and building
a profile.
• What networks do our target users use regularly?
• How competitive is the network in terms of grabbing focus
from the users?
• How often does your user use the social network?
Some user groups will “trust” certain social networks.
We tend to trust social networks for different reasons.

4. PLANNING YOUR
CAMPAIGN
In order to offer significant value, from here forward we are
going to specifically use Facebook as a focus for the
discussion.
Remember that marketing on Facebook is similar to
spreading ideas at a party.
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How do you plan to engage your users?
Remember that your users aren’t seeking your information.
Build trust and value.
Seek interactions that will build familiarity.

5. WHAT IS YOUR GOAL
CONVERSION?
Some common conversions on Facebook include:
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Likes – building a following
Comments on content
Conversations
Clicks to a tab (Facebook page)
Clicks to a Facebook page
Clicks to an external page
Note: There is a significant difference in click through rate
between like ads, clicks to a Facebook page and clicks to an
external page.

6. DEVELOPING CONTENT
FOR SOCIAL MEDIA
One way to approach Facebook (or other social networks) is
to treat the content you produce like you would a friendship.
Do you say the same things to a friend every time you talk?
Is the tone of every conversation the same?
Was there an experience that drew you closer?
What makes you angry about your relationships?
Applying some of these answers to social content will get
you farther.

7. GUIDES TO POSTING
ON FACEBOOK
Develop a publishing calendar that include variables and
stick to it.
• Create different types of posts for different days or times.
• Trivia, conversation, news, about the company, etc.
• End your posts with a question. People won’t talk back if they
aren’t supposed to..
• Get creative with contests and competitions
• If you don’t have something interesting to say, don’t say
anything at all.
• Give and don’t always try to take. Some experts say 7:1 is a
good ration of info:ads

8. DEPLOYING SOCIAL
CONTENT
When do you post?
• Some industries are popular during the week and some on
weekends. Most are popular on weekdays
• What time of day are you posting? Think about your
demographics
• Some demographics can handle higher frequency of posts
and some need less.
• What other factors can you think of?
See, questions provoke a response.

9. FACEBOOK: EDGE
RANKING COUNTS
What is Edgerank?
This algorithm can be understood as: the sum of Edges, each
Edge is made up of Affinity, Weight, and Time Decay.
What are Edges?
An Edge is basically everything that "happens" in Facebook.
Examples of Edges would be status
updates, comments, likes, and shares. There are many more
Edges than the examples above—any action that happens within
Facebook is an Edge.
Totally ripped off from whatisedgerank.com

10. TRACKING SOCIAL
CAMPAIGNS
The next few slides are examples of the data available on
Facebook insights. In order to see the insights you need to
be an admin on the facebook page.

11. LIKES

12. LIKES

13. REACH

14. VISITS

15. POSTS

16. POSTS

17. PEOPLE