WHAT ALREADY EXISTS? A common trap to avoid is having multiple profiles set up by different people. These might have been done by employees, customers or complete strangers but can be really hard to manage and merge. Either way it s good to know what s out there under your business name. Use s search bar to check and see if anything has already been set up for your business to avoid doubling up: Page 2 of 12 SETUP Set up your Personal Account: www.facebook.com Set up your Business Page: www.facebook.com/pages/create Like your Business page Invite your friends and colleagues to Like your Business page too Video Training: How to Create a Personal Profile with Selina Power (5 mins) How to Create a Business Page with Selina Power (5 mins) To access the training videos please login to Social Media That Works: www.bluewiremedia.com.au/social-media-that-works
Page 3 of 12 >> Enhance your page Add a profile and cover image Complete the About section Create a call to action Upload a photo album and tag people in it Video Training: How to Create a Photo Album and Tag Friends with Selina Power (5 mins) To access the training videos please login to Social Media That Works: www.bluewiremedia.com.au/social-media-that-works AUDIT YOUR FACEBOOK PAGE Custom URL Does your business have a custom URL [e.g.www.facebook.com/bluewiremedia]? If you have more than 30 likes on your business page create your own custom URL. Go to www.facebook.com/username/, Select the page you would like to add a name to, Write your suggested username and then check availability. Company pages with a custom URL have a higher search-ability rate.
Page 4 of 12 Likes Likes on a company s page act as social proof for others thinking of following your page. The more Likes you have, the more opportunity you have to tell your story. How many Likes does your business page have? Cover photo The cover photo on your page is the most looked at part of a business page. Word of warning don t include advertising, calls to action, phone numbers or web addresses in your cover image or you may risk deleting your page for breaching their terms and conditions. Profile Image Your profile photo (most often this is your logo) is the second most looked at area of a business page. Companies usually feature their logo here but if your logo is not square try and feature something related to your product or company. Call to Action Have you created a call to action that links to your flagship content? About What does your About page say? Tip: Your About page should answer the following: Who are you?, Who do you help? and How do you help them?
Page 5 of 12 Timeline Timeline is your company s way of showing your history and giving your fans an insight into your company. When did your company open its first office? When were you featured in the press and other important dates? Content What are the kinds of things your audience wants to know about? Are you doing mostly text updates or are you including photos and video? Frequency How often are you updating? Do you seem to post at a particular time every day or are you updating sporadically? Tip: An aim might be to post daily at a certain time so you set an expectation with your followers. Apps What third party apps have you enabled on your Page? Apps give your fans more ways to interact with your page. We recommend the Instagram app: www.facebook.com/instagram_feed Or visit the App Center: www.facebook.com/appcenter - you might like to try the YouTube or Pinterest app or there are a ton of others available. Tip: You might like to check out: Top 75 Apps for Enhancing Your Page Smith, M 2010 Top 75 Apps for Enhancing Your Page, SocialMedia Examiner, blog post, 21 December www.socialmediaexaminer.com/facebook-apps/ Photo Albums Do you have photo albums on your page? Tip: We recommend nurturing fans over to an email relationship so you own the relationship and you re not at the mercy of changes. Then you can communicate with them directly. Some email marketing systems like MailChimp (www.mailchimp.com) connect with directly; otherwise you can always direct people to your landing pages.
Page 6 of 12 CONTENT Brainstorm some content ideas for your posts (we ve certainly found photos and questions to be the most interesting). Plan out what you want to post on a daily, weekly, monthly basis. If you don t already have it, get your Editorial Calendar Template: www.bluewiremedia.com.au/editorial-calendar-template-thank-you.
>> Posting Page 7 of 12 The likelihood of your post showing up in a feed is based on 3 things: better! Affinity How many shares, likes and comments does a post have? The more the Weight Is it a photo, video or text? Photos are preferred, then video, then text. Time How recent is the post? Obviously the more recent it is, the better! Tips for posting: If you can answer YES to one or more of these questions then you are free to post your update. Am I telling the fan what I want them to do with my post? (eg LIKE, Share, Comment below) Have I accompanied my update with an image to ensure it gets a second chance to catch my fans eye? Have I asked a single question in my update and it can t be answered with a yes or no? Have I included video and selected a thumbnail that accurately portrays the video? Have I used bit.ly (http://www.bitly.com) to shorten any of the URLs that I use on a update? (This will track the amount of clicks you get on that link.) Have I used humour in the first sentence of my post? Would your buyer persona share the update with their friends? Can I think of three ways people would comment on this post? Would my buyer persona comment on this update? Am I posting at a time that I believe that my buyer personas will be online? Is my post is no longer than 3 lines long? (If you are using as a mirror to Twitter then keep it to 140 characters). Am I using the offers, star or milestone feature on this post? Would my followers find this topic interesting? Have I made sure not to duplicate a post word for word that I did last week? Have I used a maximum of one exclamation mark per post? If you remember this golden rule you will be just fine: Only post what your buyer persona would take the time to read! Now it s your turn to craft your perfect update from the tips above:
COMMENTS Refer to your Social Media Strategy & Guidelines workbook where you completed the Negative Comments Response Template (For Social Media): www.bluewiremedia.com.au/negative-comments-responsetemplate-thank-you Page 8 of 12 Is there anything that needs to be added or considered for specifically? E.g. will you monitor outside business hours? MONITORING Who will be in charge of monitoring your Page? Tools Mention: www.mention.com Pages Manager App: download from www.apple.com/itunes or https://play.google.com/store BUILDING YOUR COMMUNITY >> Connecting with friends, clients and colleagues Invite people to like your page Include it on your email signatures Include it in your offline promotions (e.g. business card) Include #hashtags in your posts to join popular trends Build photo albums Promote your events by creating a Event Create a Group and invite relevant people to join you
Page 9 of 12 Video Training: How to add to your Timeline with Selina Power (5 mins) How to create a Event with Selina Power (5 mins) How to create a Group with Selina Power (3 mins) To access the training videos please login to Social Media That Works: www.bluewiremedia.com.au/social-media-that-works FACEBOOK ADVERTISING Due to changes, it is becoming increasingly difficult to have your content appear in newsfeeds even with those who have liked your page! You ll typically get as little as 4% of your posts appearing in your fans newsfeeds, unless you pay for advertising, like boosting or promoting your posts. There are a few options: Nurture your community over to your email list so then you can consistently communicate via email. Be very active with great content on so that you increase the percentage of your content that appears in fans newsfeeds. The more interactions (likes, shares and comments) on your Page, the more likely it is that will show a higher percentage of your content to your fans. Invest in the ads this could be an expensive path however if you clearly understand your cost per lead, then this could be an option for you.
,, Page 10 of 12 : 5 Minute Daily Marketing Plan >> BEGINNER 2 minutes: Respond to notifications and messages Check your notifications and messages and respond appropriately. 3 minutes: Post content Post a piece of content such as a picture or question to your Business Page.
,, : 5 Minute Daily Marketing Plan >> INTERMEDIATE 2 minutes: Post premium content Page 11 of 12 Post premium content that links people back to a landing page on your website. 3 minutes: Interact and share content Interact with the people who 'like' you and share their content.
, : 5 Minute Daily Marketing Plan >> ADVANCED 5 minutes: Check Insights Page 12 of 12 Check insights to see what content is most popular. You can also get: a breakdown of the demographics of your fans, the time of day that gets the most traction, and your overall reach. Use this data to see what s working with your marketing.