A "Secrets to Facebook" presentation I did that included ideas for content approach based on Facebook's delivery methods, some FAQs, and key stats to think about in your content strategy.

1. Facebook Secrets
November 1, 2012
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2. Approaching Facebook
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3. Approaching Facebook
• Facebook is a business
• They don’t build in
response to request
• Their main product is
providing ads
• People are on Facebook to
look at babies
• Social context is our friend
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4. Stats You Need to Know
• People spend 40% of their time on the newsfeed
– Newsfeed is where people go to share most important updates
• 6% of fans engage with a brand’s content
– 1 super fan = 75 average fans
• 57% of Facebook users are mobile
• 70 billion pieces of content are shared each month
• Average user has 245 friends
– Average friend of a user has 359 friends
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5. Is Facebook real life?
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6. Who you gonna trust?
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7. Content on Facebook
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8. Your Content In the Newsfeed
• A fan engages with a piece of
content and creates a STORY
• The STORY appears on the
newsfeed for friends of the fan
• A friend of the fan sees the STORY
and interacts with it
• Friend of fan engages with page
because of social context
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9. Your mission
• Create content that encourages the
most amount of story creation
(sharing, commenting, etc)
• Approach “friends of fans” as your
true target audience for conversion
• Cut through the “noise” on a
newsfeed
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10. Your challenge
• Facebook customizes content weight in newsfeed
based on each individual user
• A post is considered “fresh” for 3-7 days, but the
window for it to stretch organic reach is only 3-4 hours
• Only way to “tell” Facebook that a post is important is to
put money behind it
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11. Engagement Model
Organic Reach Free Paid
Brand Page Posts Ads
User Stories Sponsored Stories
Viral Reach
Paid Reach
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12. Algorithm Change: EXPLAINED
• This is a user experience issue
–Delivering relevant content to fans
• Finite amount of space on a newsfeed
–Mechanism for sorting relevant content from poor content
• Content now more likely to go to those who are likely to act on
it/Less likely to those who aren’t
• Great content performs well
• Only way to “tell” Facebook that post is relevant and important is
to put ad money behind it
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13. Frequently Asked Questions
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14. How do I fix a Facebook typo?
• Scenario: There’s a typo on your Facebook post and the
post has been up for a few hours and has been getting a
ton of engagement
• Solution
– If the post is NOT a photo, go to “Activity Log” and hide original post from
timeline
– Post corrected version and backdate
– This allows you to keep the insights, and stop the engagement
– Alternatively, if the post IS a photo, simply go to “edit” for the description
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15. How do I fix a Facebook typo?
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16. How do I fix a Facebook typo?
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17. Sponsored Stories or Promoted Posts?
• Sponsored Stories
– Good for fan acquisition
– Only show up when there’s a
social context
• Promoted Posts
– Displayed in newsfeed
– Increase current post visibility
amongst fans
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18. Size Images Correctly on Facebook
• A shared image is 403
x 403
–843 x 403 if
highlighted
• If not sized correctly, it
won’t be viewed
correctly
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19. Size Images Correctly on Facebook
YES! NNO!
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20. YouTube vs Facebook Video
• Shared YouTube
Video = 130 x 73 in
newsfeed
• Shared Facebook
video = 398 x 223
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21. YouTube vs Facebook Video
• Try posting the YouTube
Video as a link in an image
• Use YouTube when views
are important
• Use Facebook when you
want it shared easily
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22. Resources
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23. Things worth reading
• Facebook’s Developer Blog: https://developers.facebook.com/blog/
• Facebook Studio: http://www.facebook-studio.com/
• Allfacebook.com/Insidefacebook.com
• Facebook for Businesses: https://www.facebook.com/business
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24. Questions?
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