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Fairfax County Facebook Playbook

Version 1.0 // Feb. 25, 2013

DisclaimerThe following guidance is subject to change due to the ever evolving nature of Facebook

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Posting StrategyFrom Facebook:

We’re all beyond “initially” so post as often as you have relevant, timely, actionable information

Understand AudienceYears of research by Facebook shows why people join and use:

How can you tap into these four key tenets with your posts?

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• We’re competing with cute puppies and cute kids!

• Add value, not noise

• Be:• Relevant• Timely• Actionable

Understand EdgeRankWe’re not reaching all of our fans with every message:

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EdgeRank

Source: http://blog.getpostrocket.com/2012/09/infographic-facebook-edgerank-101-class-is-now-in-session/

Explaining EdgeRank

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Explaining EdgeRank

Explaining EdgeRank

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Explaining EdgeRank

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Explaining EdgeRank

Explaining EdgeRank

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Explaining EdgeRank

Explaining EdgeRank

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Explaining EdgeRank

Explaining EdgeRank

Know YOUR Page demographics; example above may not reflect a county government page

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Research Says…Send messages at various times of the day to reach different audiences: – AM, PM, weekends

Schedule messages:

Research Says…Be conversational and informal; limit government speak!

Use “we” and “our”

Speak directly to your audience rather than about them

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What Not to PostOpinionsPDFsCommercial/private sector information (i.e., endorsements)Internal content such as awards or employee infoDo not try to control the conversation; be a participant with facts

Publishing

Publishing Facebook posts takes precision

Lots of little details executed well equal an effective post

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Posting Mechanics

Method 3: Post as a Share

Method 1: Post as a Picture

Method 2: Post as a Link

Best choice

Posting MechanicsEdit sections in red (methods 2 & 3):

– Always delete “Fairfax County, Virginia” in headline

– Make sure subtext is helpful

– Use relevant thumbnail or no thumbnail at all

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No!

Pay Attention to Thumbnails

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Other DetailsMake sure you post links, if necessary, with more details

Do not copy+paste an entire news release

Tag other pages

Tag Other PagesInclude active tags to Pages your Page likes

Use the @ symbol and then start typing the name of the Facebook Page

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Page NewsFeed“Use Facebook As” and then click Facebook logo:

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Be sure to sort! You most likely want “Most Recent”

Monitoring/RespondingWhen you post, be sure to check back often the first day or two for comments/questions

After a day or two, comments stop unless the conversation continues

Do not try and control the conversation; let people express themselves…

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10 Criteria for Deleting1.) Vulgar language

2.) Personal attacks

3.) Offensive comments that target or disparage any ethnic, racial, or religious group

10 Criteria for Deleting4.) Spam or links to other sites*

5.) Clearly off topic

6.) Advocate illegal activity

7.) Promote particular services, products, or political organizations

* If a link contributes to the conversation, then use your judgment to keep it

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10 Criteria for Deleting8.) Infringe on copyrights or trademarks

9.) Use personally identifiable medical information

10.) Information that may compromise the safety, security or proceedings of public systems or any criminal or civil investigations

Deleting CommentsBEFORE deleting, take a screenshot of the topic you posted and the comment you’re about to delete and save it for any future litigation that may happen

You CANNOT delete comments that disagree with a policy, position or point of view, as long as the comments do not violate the 10 criteria

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Deleting: Two Steps1.) Hide as Spam 2.) Delete this Comment

Spam CommentsIf marked as “spam” by public or admin, then comment remains visible only to the fan and his/her friends who also like your page

Spam comments appear in gray boxMonitor for comments that aren’t spam –unmark as spam

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Cover Photo• Unique,

Compelling

• Single Image

• 851x315 pixels

• View page 8 of handout for what Facebook prohibits

Cover Photo

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Other Image Sizes