I created this presentation specifically for the people enrolled in Social Media School at the Pathway Women's Business Center. The presentation gives basic information about how to leverage Facebook for business.

2. Ashley Northington is determined to help people, organizations
and brands share their stories with the world. She is an award-
winning public relations consultant, entrepreneur, writer and media
connoisseur. She is the founder and director of the boutique public
relations firm,
DENOR Brands & Public Relations.
ASH LEYN ORTH IN GTON .C OM

3. We’re here to learn how to
in a way that allows you to
LEVERAGE FACEBOOK

4. Your Personal Account should be used to
connect with family, friends and others you choose
to allow access into personal moments in your life.
You can use your personal account to connect
with professional colleagues, clients, and partners;
but, you must be mindful about the types of
content you post.
Your Business Fan Page should be used to
connect with business partners, customers and
others in your ideal audience.
Use this page to post meaningful, engaging
content that leads your audience to do business
with you.

5. Tell me how you want to leverage Facebook to
connect with your ideal audience. Will you use a
personal account or business fan page?
ASH LEYN ORTH IN GTON .C OM
’
Set up your personal account
and/or business Facebook page, if
you don’t already have one.

6. ’
The key to leveraging Facebook
(or any social platform) is to create
engaging content that connects with your
ideal audience in a meaningful way.

7. One way to leverage Facebook is to
use keywords to identify important
conversations, key people, ideal
clients and meaningful groups.

8. Write down three or four keywords that are related
to your industry or profession.
ASH LEYN ORTH IN GTON .C OM
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Use those keywords to find
groups, conversations and people
in your ideal audience.

9. Wall posts with photos
get a 39% higher
interaction rate
Posts with emoticons
get 52% higher
interaction rates.
Posts with 80 characters or less
get 23% higher
interaction rates
Posts that specifically ask
for shares receive
7X more shares.
Posts that contain questions
generate a 92%
higher comment rate.
Posts with a
“Caption this….” strategy
generate a 5.5X
higher comment rate.
l ? `
KA

10. DAILY CONTENT
WEEKLY CONTENT
MONTHLY CONTENT
QUATERLY CONTENT
YEARLY CONTENT
Examples: Post a status update, share a
news article or blog, pose a question on
Facebook, post a photo quote
Examples: a blog post, a how-to article, a
series of blog posts, a video
Examples: Profiles, video interviews, online case studies,
archive your presentations to SlideShare or Scribd and
share the link, e-newsletter, podcast, customer success
story, online magazine
Examples: a webinar, an ebook, a white
paper or special report giveaway
Examples: a conference, live or virtual event (record the
sessions to repurpose as blog posts or videos later), annual
white paper/ebook, annual report, annual “guide to xyz”

11. Write down the types of content you think
you’d like to post on Facebook.
ASH LEYN ORTH IN GTON .C OM
’
Develop your first piece of content. For
example, if you want to share your own
blog post, write your first blog. Or, if you
want to share a picture quote, create it.

12. ’

13. Set your vanity URL – a customized domain on Facebook. Instead of
facebook.com/e2434h394oij you can get facebook.com/yourname.
You will receive friend requests from people you know professionally. Be mindful of
the posts you want them to see. If you don’t want them to see all your pictures and
videos, you can choose to hide them from all users except for a list or your
choosing. Or you can create different groups of friends which will have different
access to your full profile.
SET YOUR VANITY URL

14. You want to appear fun, but you also want to appear
professional. If you would be embarrassed if a business contact
viewed your profile picture – change it! Even though it’s your
personal account, you don’t want to do anything that is harmful
to your personal or business brand.
Fill in your work history and other professional
details on your profile. You don’t have to be as
detailed as LinkedIn, but it is important for you to
have basic information down.

15. Update your status with something useful and informative.
This could be an article about your industry or business in
general or a quote from thought leader.
Drop Farmville, Mafia Wars and any other games you are
active in on Facebook. You don't want a potential customer,
employer, investor or partner to see that you spend your
time playing a lot of games. Plus, it’s annoying.

16. Create an event on Facebook and invite your friends to
join. By developing events around your specific skills and
interests, you will position yourself as a leader in your
field which is critical for your personal brand success.
HOST AN EVENT
There is power and information in groups. Done
correctly, Facebook groups allow you to connect you
with potential partners and your ideal client. There is a
huge opportunity to listen and learn. You can join a
group or start your own!

17. ’
Join my group! This is how you will be able to
access these slides later.
ASH LEYN ORTH IN GTON .C OM
https://www.facebook.com/groups/LiveYourBrand/
To join the group: In the search bar, type in the words:
#LiveYourBrand. The group name should appear in the
dropdown menu. Select #LiveYourBrand. You will be
prompted with directions on how to request to join the
group. I will approve your membership.

18. ’

19. Make it easy for your
audience to find you. Set a
unique URL so that your
audience can locate you in
a snap.
Go beyond promotional updates to
share quality content on topics vital to
your audience’s interests. Set out to
enlighten, sharing information that
demonstrates your expertise and
establishes you and your brand as an
industry authority.
.
SET YOUR VANITY URL

20. Create an event on Facebook
and invite your friends to join.
By developing events around
your specific skills and
interests, you will position
yourself as a leader in your
field which is critical for your
personal brand success.
Like other pages that have
high levels of interaction
with their fans. Determine
the types of content posted
and see if it works for your
audience.
.
CREATE AN EVENT

21. Test engagement for different
times of the day. A lot of
companies post on Facebook
only during traditional business
hours. But what if your
constituents are mostly abroad?
How about those night owls? Tap
into your inner scientist and
experiment by posting on your
Facebook feed during different
times throughout the day (and
night).
Launching a new product? Deciding
on a new design? Ask your fans for
their input and actually act on their
feedback. Whether you ask them to
vote on a new logo or product color,
use their input to reasonably guide
the direction of your next business
decision. Not only will it increase
your audience's brand loyalty, it also
helps you get a sense of what your
fan base wants.
.

22. Facebook allows businesses to
pick one post to be featured at
the top of your page. So
whatever information you're
trying to push, be it a sale or
promotion or event, be sure to
anchor it to the top of your
timeline. To do this, click the
down arrow at the top left of your
post and select “Pin to Top.”
These pins are a great way to
highlight your most up-to-date
posts.
Facebook milestones don't just have
to be about relationship updates or
graduations. Highlight your
company's accomplishments,
whether it's an anniversary, meeting
a fan growth goal or launching a new
product. You can create a milestone
in the status update box, then fill in
information such as date and
location. Be sure to add a picture
with each one!
.
PIN A POST SET A MILESTONE

23. Leverage social media
advertising by highlighting
your most important posts. For
mass messages or offers, you
can try purchasing an ad and
targeting it to your ideal
audience.
Make sure your ideal audience
sees your content by purchasing
an ad through Facebook so that
the platform makes your content
makes your content visible to more
people. You can target ads to
people in different countries, age
groups, etc.
.
BOOST A POST RUN AN AD

24. Find out what posts perform best for
your audience by checking the
detailed data on your Insights page.
CHECK INSIGHTS

25. ’

26. DENOR Brands & Public Relations
700 Craighead Street, Suite 107
Nashville, Tennessee 37204
Office: 1.855.809.6697
Email: info@denorbrands.com
Twitter & Facebook: @ashnorthington | @DENORPR
ashleynorthington.com | denorbrands.com