Professional Documents
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Contents Facebook for Your Organisation ....................................................................................................................................... 1 Profiles vs Pages the rules ................................................................................................................................................ 3 Setting up your page .......................................................................................................................................................... 4 The elements of the page ................................................................................................................................................. 6 No more landing pages ..................................................................................................................................................... 7 Analysis tool.......................................................................................................................................................................... 7 Permissions ........................................................................................................................................................................... 8 Telling a story....................................................................................................................................................................... 8 Best practices for setting up and initial use of a Brand timeline page on Facebook .............................. 9 Getting a unique page url. SEO benefits. ................................................................................................................. 10 Adding page administrators ......................................................................................................................................... 10 Applications ........................................................................................................................................................................ 10 Using the map..................................................................................................................................................................... 13 Using events ........................................................................................................................................................................ 14 How to drive website traffic with Facebook.......................................................................................................... 16 What is edgerank and how to use it .......................................................................................................................... 17 What to post on your Brand Timeline Facebook page ...................................................................................... 19 Story posting Best Practices ......................................................................................................................................... 20 Harnessing new vibrant timeline stories and newsfeeds ...21 Using new Facebook hash tags effectively........22
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Before setting up your page it is well worth considering the Facebook rules and guidelines for Facebook pages specifically with regard to advertising, promotions and the cover photo design which are the most common areas users can fall foul of.
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These tools will assist you in defining your cover image: http://picscatter.com/ http://apps.facebook.com/aviaryeditor/
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http://www.facebook.com/harley-davidson
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It is no longer possible, or within the rules, to set a default landing page. In other words, you cannot set the Facebook brand page to begin with an application every page will land i.e. begin on the timeline page, with the large cover image. Applications which had been present on previous Facebook page designs, will still work but they are now accessible from one of the four application icons underneath the cover page graphic. The rectangular110x74 pixel graphic for each of the application buttons can be customised and therefore can be designed to lead the customer to your custom applications. For example, you might style this graphic as a button stating info or exclusive content. It is also possible to link your custom apps from the timeline, by posting a new story on the timeline which contains a link to the page url containing your custom app. Alternatively, you might hyperlink a photo or image from the timeline. It is possible to pin stories to the top of the timeline, to make them sticky and appear first in the list for up to seven days. The icon picture for the photos tab is dependent on the last photo which was uploaded to the album. So this results in a great deal of flexibility for the branding of this section. Changing a photo each day can result in a noticeable change to the site appearance each day and this section could be used as focal point to draw in the customer.
Analysis tool
The new Facebook brand timeline offers brands the unique opportunity to analyse not only their own brand page, but also brand pages of their competitors. The analysis section offers detailed statistics on viewer demographics, reach, total likes, readership; and by quantity, location and time period.
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Competitor stats from any brand page (click on likes application button)
Permissions
The permissions section of the new Facebook brand timeline offers a variety of options which can affect the reach and visibility of your promotion. From this section, it is possible to customise the text and the graphic icons for each of the application tabs. It is also possible to customise who is able to post on the timeline wall, whereabouts on the timeline wall posts will be seen, who is responsible for screening or moderating the posts, and whether customers or fans can send private messages directly to the person administering the brand page. Although brands pages cannot initiate contact with users, the facility for users to contact the brand is useful, and could have many customer service and helpdesk type applications.
Telling a story
Facebook has designed brand pages to promote by means of storytelling a chronological feature whereby the user sees a range of text, image, photograph, video and music items presented in a timeline format, showing the development and changes of a brand over time. Stories can be added retrospectively, to build a biography of a brand.
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Landmark events can be added as milestones on the brand timeline. Specific posts can be highlighted to stretch across the entire width of the page to create an eye-catching design effect. Highlighting can be achieved by clicking the star icon on the top right corner of any post. This could be used to highlight a video, a photo, or a particularly useful post by a customer, or a new product launch. Furthermore, by using the edit icon, next to the star highlight icon, any recent post can be pinned to the top of the timeline, ensuring maximum visibility and prominence for up to seven days.
Best practices for setting up and initial use of a Brand timeline page on Facebook
Get maximum ROI by making best use of the above the fold cover image. This cover image represents your brand. Change the cover image, or tweak the cover image to provide a new customer experience or to launch a new stage in your promotion. Use the milestones and highlight features to provide a narrative experience for the viewer. Pin key posts, such as new product launches, promotions, or competitions to ensure maximum visibility. Make use of the direct messages feature as a help desk or FAQ service.
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Applications
There is a huge range of custom and third part applications which can add functionality to your Facebook page. Applications can add contact such as contact or registrations forms, word or pdf documents, page turning prospectuses and marketing material, music and downloadable mp3s, filesharing facilities, enhanced location maps and contact details, Twitter inside your Facebook and much more.
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http://www.kaywalten.com/5-facebook-applications-for-your-tourism-business/ http://www.johnhaydon.com/2010/10/facebook-page-applications-nonprofitonprofit/
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Alternatively, there are companies you hire to create your own branded Facebook applications, for example to create and administer competitions and viral promotions. For example: http://www.avenuesocial.com/
and http://www.wildfireapp.com/
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Using events
The events application can be an extremely effective way to advertise and promote your Facebook brand page. An event can be sent out to all the people who have liked your page, and additional email contacts. Once sent out, the event can then be shared and those who have liked your page can invite their own friends rapidly building your promotion reach. Events are time limited and, if you have completed the map section, localised, so are very likely to pop up in search results or users timelines.
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For more information on how to set up an event on your Facebook page, click here.
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For further details on embedding Facebook into your website, click here: http://developers.facebook.com/docs/guides/web/ and look in detail at this section: http://developers.facebook.com/docs/guides/web/#plugins .
If you use Wordpress for your website, there are many free plugins in the Wordpress plugin directory which make this process simpler.
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https://www.facebook.com/OldSpice
https://www.facebook.com/anders.lonnfeldt.photographer.cinematographer
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Other than the main News Feed, all other feeds will be unfiltered and in reverse chronological order. As long as your brand has engaging content that they want to interact with, there is no reason to think that users wont keep your brand in their newsfeed. If users want to see your brand content, they will use their Following feed. These feeds are sorted according to usage. So if you want to stay fresh, it is imperative to engage your fans and let them enjoy big, lush photos and snappy page design. Be sure to have some kind of professional design for your brand or you might be left behind in users new, more visual Facebook timeline.
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