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TWFC Facebook PostingGuide v.1.0
TWFC Facebook PostingGuide v.1.0
www.tweedfitnessclub.com.au
Posting Guide
v.1.0
February 2015
Table of Contents
Facebook 101 .......................................................................................... 3
Basic Standards ................................................................................................................. 4
Image Dimensions ........................................................................................................... 4
Copy Composition ........................................................................................................... 4
Definition of Terms .......................................................................................................... 5
Reach ................................................................................................................................ 5
Impressions ...................................................................................................................... 7
Engagement ..................................................................................................................... 8
Engaged ................................................................................................................ 8
Likes ...................................................................................................................... 8
Comments ............................................................................................................ 9
Shares .................................................................................................................... 9
February 2015
FACEBOOK 101
February 2015
Basic Standards
Image Dimensions
Copy Composition
1.
2.
February 2015
Definition of Terms
REACH
Example of Post with Lesser Character Count, Higher Post Reach, Lower Engagement
CHARACTER COUNT = 73 | POST REACH = 116 | ENGAGEMENT = 10.34%
February 2015
Example of Post with Higher Character Count, Lower Post Reach, Higher Engagement
CHARACTER COUNT = 436 | POST REACH = 79 | ENGAGEMENT = 12.66%
COMPARE
METRICS
POST 1
POST 2
CHARACTER COUNT
73
436
POST REACH
116
79
10.34%
12.66%
ENGAGEMENT
February 2015
IMPRESSIONS
someone might see a Page update in News Feed once, and then a
second time if their friend shares it
*Tweed Fitness Club TOTAL Impressions from Feb 04, 2015 to Feb 20, 2015 via
Sprout Social
February 2015
ENGAGEMENT
basically it is what you get when you divide the number of people
who interacted with the post to the number of people who actually
saw it
PEOPLE ENGAGED
= ENGAGEMENT RATE
PEOPLE REACHED
EngagedNOT the same as EngageMENT; it is the actual number of
UNIQUE people who interacted with a post
*Note: This data is not available on the Facebook Insights Page BUT can be gathered from some
third party Social Media Management Tools.
Likes number of people who clicked Like on your post on the post
itself, on a Share of that post, and if the post is an original blog post that
has a Facebook Like button on the blog page Likes using that button
counts on that particular post as well.
February 2015
Comments number of comments on the post itself as well as the number
of comments on Shares of that post
*Note: If the post was shared PRIVATELY you will only see the data on your Insights Page but
you cannot view the actual shared post
Shares number of times the post is shared directly from the post itself as
well as the number of shares it gets from shared posts
*Note: If the post was shared PRIVATELY you will only see the data on your Insights Page but
you cannot view the actual shared post
Talking About This People Talking About This is the number of unique
users who have created a STORY about a page in a seven-day period.
On Facebook, STORIES are items that display in News Feed. Users
create stories when they:
like a page
mention the page in a post
post on the page wall
tag the page in a photo
like a post
check in at a place
comment on a post
share a check-in deal
share a post
like a check-in deal
answer a question
write a recommendation
RSVP to a pages event
claim an offer
February 2015
*Tweed Fitness Club TOTAL Stories from Feb 04, 2015 to Feb 20, 2015 via
Sprout Social
*Tweed Fitness Club Talking About This data from Feb 04, 2015 to Feb 20,
2015 via Sprout Social
10
February 2015
Understanding
Your Audience
11
February 2015
12
Demographics
February 2015
13
Online Behavior
TIMES AND DAY
Now that you know WHO your audience is the next thing to do is
figure out WHEN to best reach them.
Finding out when your audience is online on Facebook tells you the
best times to post your content so that they will see it and hopefully
interact with it.
You can get this data directly from the Facebook Insights Page or
by using third party Social Media Management Tools.
*From Tweed Fitness Club Facebook Insights Page
February 2015
14
*From Sprout Social Analysis of Tweed Fitness Club Audience Behavior from Feb
04, 2015 to Feb 20, 2015
February 2015
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POST TYPES
After youve figured out the WHO and the WHEN, its time to turn
your attention on the WHAT.
What type of posts does your audience need? Respond to the most?
Prefers to see? Or is looking for?
Most Online Marketing blogs right now will tell you that posts
with pictures is the way to go BUT you should also know that Facebook
sets up their algorithm against MEME-TYPE POSTS and posts with LINK-
BAITING or CLICK-BAITING captions/copy/text.
*Example of a Health & Fitness Meme
February 2015
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*How a Link-Bait / Click-Bait Post is Set-up
The best way to go is still to listen to the pulse of your target
market and put out content that is MEANINGFUL and RELEVANT to
their lives.
February 2015
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Pro Tips:
Alternate the types of posts you publish per day at different times
and observe which ones hit the goals you are targeting
Post links to blogs that provide valuable information. Replace the
blog thumbnail with more attractive pictures when necessary
When posting important things like SCHEDULES, try to create a
picture/image for it so that it is more appealing to be shared by
your audience. BUT dont put the entire week in one schedule
have it in categories TO MAKE IT EASIER FOR CUSTOMERS TO
FIND WHAT THEYRE LOOKING FOR:
*DAY-BASED SCHEDULE. SAMPLE ONLY. DETAILS CAN BE CUSTOMIZED.
February 2015
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*CLASS-BASED SCHEDULE. SAMPLE ONLY. DETAILS CAN BE CUSTOMIZED.
*INSTUCTOR-BASED SCHEDULE. SAMPLE ONLY. DETAILS CAN BE CUSTOMIZED.
February 2015
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Customer Service
Facebook isnt just a place for businesses to put their services out
on a wider market or to have the potential of earning more moneymore
importantly, it is a platform for businesses to CONNECT TO THEIR
MARKET.
One IMPORTANT type of connection that businesses need to
CONSTANTLY and CONTINUOUSLY make with their market/audience
is in the area of CUSTOMER SERVICE. Social Media is such an excellent
avenue to SERVE YOUR CUSTOMERS BETTER because simply put,
EVERYONE IS ON SOCIAL MEDIA.
So the more well-known you are in this arena, the better it is for
your business.
There is only ONE PRO-TIP for this:
ANYONE who leaves a comment on any of your posts or posts a
message on your page wall is a CUSTOMER even if they havent signed
up for any classes or have ever set foot in your gym.
February 2015
Beating the
Algorithm
20
February 2015
21
Facebook CONSTANTLY changes their algorithm so much that it
gets harder and harder for businesses and marketing professionals to
reach and engage their audience ORGANICALLY (for FREE). Facebook is
pushing businesses to PAID types of promotions which frankly, as an
average Facebook user, people dont really like seeing on their News Feed.
So what do we do? We try to BEAT THE ALGORITHM.
How do we do this? Well, there is NO FIXED FORMULA. But what
we can do is go back to the root of social media, which is PEOPLE and
PREFERENCE.
DOs
DONTs
Evaluate
your
Facebook
Page
marketing performance by checking
and understanding the data provided.
Adapt to changing
changing times.
trends
and
February 2015
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v.1.0
salvarez 02222015