Facebook !Social 101 Class Marcus Nelson Director of Social Media

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O hai.

@marcusnelson Director of Social Media

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Today’s Agenda

  Why do people share?

  Facebook is big

  The basics

  Fan pages

  Fans equal value

  Edge Rank

  Social plugins

  Q&A

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Why do people share

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Motivations for sharing

source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

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In other words…

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Facebook is big

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Facebook is consuming people’s time

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Facebook is the largest login provider

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The basics

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Facebook glossary

Profile = Your page, contains info, photos, videos, and list of your friends, or whatever else you choose to include.

Post = Message of 420 characters or less.

Wall = Where you & friends post to your profile.

‘like’= Button used to indicate appreciation, affiliation, or acknowledgement without having to add comment.

News Feed = Continuous stream of updates.

Fan Gate = Page requiring a ‘like’ in order to gain further value, content, of information.

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What does ‘like’ actually do

Replaces the old “Become a Fan”

Replaces “Share” by auto-posting to your wall

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Fan Pages

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Harsh truth…

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So what’s the value?

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Source: http://pagelever.com

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Fans equal value

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Start by making them fans

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This is why we need the ‘like’

Getting posts into the newsfeed is critical to building impressions

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Source: http://pagelever.com

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Edge Rank

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Edge Rank is Facebook’s algorithm

Ranks on relevancy Shows 3-5 most interesting posts

(FB randomizes it slightly so it doesn’t seem so stalkerish) Most fans NEVER see your status updates

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How does Edge Rank work?

Time decay – as time passes, stories lose points

Affinity score – comments & likes add points my comments are worth more than my friends comments are worth more than non-friend comments

The native “Edge” score – eg, photos have a default score that’s different than text

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Can’t SPAM it as hard as you may try

EdgeRank is between an object and a user – unlike SEO, EdgeRank score is different for each user

No such thing as generic “Edge Rank score” – the architecture of the algorithm makes it impossible

Real-time score – competes with everything in newsfeed… as long as a status update is in the top 3-7 posts, you’ll probably be shown until time decay reduces points OR other posts push you out

Note: Mobile uses “Most Recent” which makes up 30% of users

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You CAN optimize your content

Posting time – Saturday mornings are best Content – Does it connect with people. Format (text/photo/video/link) – Video/photo works best Localization – Target “become-a-fan” ad

campaigns at friends of your fans

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Optimal days to post

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Readability — speak in simple language

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Linguistic content — sex sells!

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Most sharable words

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Least sharable words

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Video performs better on Facebook

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Social Plugins

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Like button

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Send button

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Comments

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Activity feed

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Recommendations

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Like box

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Login button

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Registration

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Live stream

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Q & A

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Kraig’s points for discussion

  FB platform

  FB connect, what’s "login w/ FB", why do people use it

  What are social plugins....

  How are companies (that are not publishers like zynga) managing a brand and presence on FB?

  what are best practices?

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Thank you

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Sources

  University of Pennsylvania http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

  Jeff Widman of http://pagelever.com

  12 Awesome Facebook Stats, Charts & Graphs http://www.slideshare.net/HubSpot/12-awesome-facebook-stats-charts-graphs

  Science of Facebook Marketing by Dan Zarrella http://www.slideshare.net/HubSpot/science-of-facebook-marketing-by-dan-zarrella