Bay East Facebook Class

Path to MasteryMonday, December 17, 12

Agenda

• Welcome to Facebook

• Using Facebook

• Build a business page

• Facebook Ads and Analytics

Monday, December 17, 12

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

Sidebar: containing yournews feed, inbox, friend listsand quick access to groups

and apps.

Facebook Anatomy

News Feed: Friends andpages 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 appearin friend’s newsfeed.

Facebook Anatomy

Newsfeed Filter: Filter your newsfeed byFacebook edgerank or

by latest posts

Facebook Anatomy

Chat & Activity Feed: Chat with your friends

including group andvideo chat!

View friends activity that may have not made it into your

newsfeed.

Facebook Anatomy

Account Settings: Privacy, app settings,account managementand switch between

page and profile mode

Create a Facebook Account

Visit facebook.com and fill out the form to get startedMonday, December 17, 12

Create a Facebook Account

Visit facebook.com and fill out the form to get startedMonday, December 17, 12

Complete the Wizard

Edit Your Profile

Visit your profile and click the update info button to editMonday, December 17, 12

Edit Your Profile

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 homeMonday, December 17, 12

Privacy Settings in Detail

Public: Shares your item withthe internet at largenot just friends or

people on facebook

Friends: Shares your item with

only your friends

Custom: You can choose friends,

friends of friends, yourselfor 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

Ninja Tip:

If you don’t see friends

click more at the

bottom of the sidebar!

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.

Building the Page

Building the Page Wizard

Your Page is Almost DoneAt 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

• Make your first post• Make your first post

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/Monday, December 17, 12

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/

You can find a good template at shortstack.com

http://www.shortstack.com/2012/11/cover-photo-template-for-facebook/

Section 4: Edgerank & Insights

Understanding Edge RankMonday, December 17, 12

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 overview tab gives you an overview of all your datapoints.The likes tab gives you demographic and location information

about people who like your page. Additionally there is information on the source of the likes.

The reach tab gives you demographic and location information about people who see your content. This is where you will

also find the page views count.

The Talking About This tab gives you demographic and location information about people who share or comment on your

content.

content. To Export your analytics data click export data

Page level gives you data as it relates to your page

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/

Visit http://developers.facebook.com/Click login

Visit http://developers.facebook.com/Login with your facebook account

Create the AppClick the Apps link

Create the AppClick Create New App

Create the AppClick Create New AppThe 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 AppClick Create New AppThe 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 AppClick Create New AppHeroku 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.

After we have filled out the form click continue.

Answer the captcha question. Click continue.

Working on the AppAt 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.

At this stage your app will be very basic but a good demonstration of what you can do with it. Clicking the “Learn

how to Edit This App” takes you to a step by step guide.

how to Edit This App” takes you to a step by step guide. Select Page Tab

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

Once you are satisfied you will want to add your app to your page as a tab. To do so you will use the following special URL.

https://www.facebook.com/dialog/pagetab?app_id=[ APP ID ]&next=[ URL TO YOUR APP ]

So for the demo app it is

https://www.facebook.com/dialog/pagetab?app_id=442189935848838&next=https://frozen-

sierra-4291.herokuapp.com/

heroku

sierra-4291.herokuapp.com/Visiting the URL will take you to this page. Select your business page and click “Add Page Tab”

heroku

• 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

Alternative Method Using Dropbox

http://dl.dropbox.com/u/7898741/code/welcome.html

Feel Free to use my demo page

https://developers.facebook.com/apps

Click Create New App

Fill in the App Name Click Continue

Answer Captcha Click Continue

Find and click Page Tab in the List

Fill in the form and click save changes

Note the https here

Feel Free to use my demo pageActivation URL

https://www.facebook.com/dialog/pagetab?app_id=YOUR_APP_ID&next=YOUR_URL

Visit Activation URL and Select Your Page and click Add Page Tab

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 interactive

• Use video and photos

• Connect with your site

• Run contests

• Incorporate your email campaigns

• Use content from other sites

• Like other business pages

• Post frequently and regularly

Talk to me I Crave Attention

markf@bayeast.org

http://fb.com/mark.flavin

http://twitter.com/psynewave

Mark Flavin Bay East IT Director

Bay East Facebook Class

Real Estate

Transcript of Bay East Facebook Class

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