Facebook Pages for Investor Relations

When Pages first came out, everyone thought they would be the next big thing in Investor Relations.

It hasn’t quite turned out that way. But Facebook Pages (esp. with Timeline) are still a great way to connect with primary stakeholders.

Key Branding Points

1. Create Relevant Cover Images

Not just your website header Provide value to the visitor with stock information Give the page context with a tagline overlay your company logo or another branding asset Change your cover image regularly (monthly) If you have a trade show coming up or a news release

just out, add this information to the cover image

E.g. Cover Images…

2. Claim A Vanity URL

One of the simplest branding principles on Facebook, though still one of the most overlooked

Make sure your company is recognizable through your Facebook Page URL.

To set this, visit: facbeook.com/username/ E.g.

3. Highlight Your Corporate Presentation

“Highlighting” is a new feature of Facebook Timeline to replace Tabs.

By highlighting your Corporate Presentation, you’ll keep it visible at the top of the page

4. Highlight Your Corporate Video

The same process as for Presentations. Highlight the most relevant content of the two first.

5. Add Maps and Location Info

Adding location info to a Social Media listing gives it a higher chance of appearing in location-based search

The headquarters of your company is a vital piece of information that stakeholders will seek out

Key Engagement Points

1. Mention Other Pages In Your Posts

When you find good content, don't try pass it off as your own. Instead, find the original creator, "Like" their page and then mention it when you re-post the content.

It's well worth taking the time to generate that new social connection.

It’s likely the original content creator will re-share the post on your wall that mentions them

E.g. Mentioning Pages

2. Comment As Your Company Page

Facebook released this feature in June It gives you the ability to function online as your

company Facebook Page, not just inside the network Create huge opportunities for visibility through blog,

forums and news websites that make use of the Facebook Comments plugin.

E.g. Commenting

3. Vary Post Content

Since company press releases are usually quite dull in terms of formatting, it's good to share multimedia

Engagement rates increase significantly when posting single images and videos to the Timeline

Graphically displayed data is shown to greatly enhance comprehension

Share Slideshows and Info-graphics from the data in your press releases in the weeks after they're published

E.g. Multimedia

Key Reporting Metrics

1. Reach

Engagement is driven by high-quality, well-timed content. The result is a high level of Reach

Total Reach is the best measure of the ROI of your Facebook strategy

If you see it dipping, your audience is not being engaged by your content

Stem the tide and be more pro-active in engaging with users using the steps outlined in this presentation

E.g. Reach

2. Facebook to Web Conversions

Ultimately, you run a Facebook campaign to get more eyes on our press releases and company content

An excellent measure of this is the Facebook to Web conversion metric provided by Google Analytics

The idea is to make the spikes on the next page as high as possible by maintaining that engaged audience through slow news periods

E.g. Web Conversions

Q&A?

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