Managing your Brand

on Facebook

Facebook Pages

A Facebook Page gives a voice to any brand, business or organization to join the

conversation with Facebook users.

Since November 2007, bands, sports teams, artists, films, brands, non-profits and businesses have been using Pages as free, customizable

presences on Facebook.

By leveraging the real connections between friends on Facebook, a public profile lets users connect to what they care about. Facebook Pages give you a

more dynamic relationship with the public figures and organizations you

are interested in.

Creating a Facebook Timeline Page

At bottom of the page are various links for information about Facebook.

Click on “Create a Page” to get started

This will then take you to a page to select the type of organization, group, brand, etc for which the Facebook Page is to be created.

After selecting an option, for example “Brand or product”; on clicking it will open a box where the relevant category and brand or product name is to be entered. The agreement for Facebook Pages Terms needs to be checked in order to get started.

We put the product/category name as “Test”.

As the first step, there is an option to put up a Profile picture for the page. An image from a computer or one imported from brand’s

website can be used.

The second step involves feeding in some basic information about the product and a link associated with it, which can be the

website, twitter page, etc.

In the third step, an unique Facebook web address is to be entered that will make it easier for people to find the page. Once set, this

cannot be changed.

A sample view of the timeline page without any information and customization.

Here are some examples of Facebook Timeline Brand Pages

The Cover Photo

The Cover Photo

Pages for brands can use their own cover photos at the very top of their timeline to show a new, striking visual layer to their offerings the moment a fan lands on the page.

Anyone who lands on the page sees the same thing, fan and non-fan alike.

The cover image everyone sees can’t include any calls to action (i.e. no feature to like or share the page or have any contact information at all, including any web address, phone number or mailing address).

Cover Photo and Profile Picture

The cover photo acts as one large image to showcase the page. This image must be a minimum of 399 pixels across and the maximum dimensions are 850 by 315 pixels.

The profile picture size is 180 by 180 pixels. It appears next to every post in the news feed as a 30 by 30 pixel picture.

The profile picture is best used for your logo or other eye-catching picture without a lot of words.

This smaller traditional profile picture needs to be taken into account and how it plays into the new cover photo.

There is great scope for creativity in cover photos. Think outside of the box to make use of this worthwhile feature.

Examples of a creative cover photo

For more creative examples click this link and see the second slide there.

The About Section

The about section has long been a part of the Facebook page, but now it’s more predominately featured at the top of the timeline.

It’s important that this section of your timeline is updated, depending on the which of the two versions of the about section applies to the timeline:

1. Local businesses

2. No physical location

Local businesses

If the timeline is associated with a physical location, then it should look something like this:

This lists the subcategory, address, telephone number and hours of operation. Fill out any of the missing information by clicking on this area.

No physical location

If your timeline features a brand without a single physical location, then it should look something like this:

The section lets one add a description of up to 255 characters. It’s important to be extremely clear and concise, giving first time visitors a clear understanding of what the timeline is all about.

Application Boxes

The applications (previously as tabs on the left hand side of FB pages), now appear as boxes beneath the cover photo.

There is a choice to put these boxes in any order.

Ideally they should be arranged based on importance.

If there are more than three or four applications, users can access them by clicking on the drop down arrow to the right of the boxes.

Application Boxes

It’s unlikely the hidden applications (under the drop down arrow), will receive the same amount of visibility because there’s another click required to view them. Therefore, be selective when choosing what to highlight in the application banner.

Highlighted Posts

To tell better stories on the Page, the pictures and videos are larger and more eye-catching on the Timeline.

A story can be highlighted by clicking the star icon in the upper right of a post, so that it spans all the way across the Timeline as shown in this Lexus post with a video.

Pinned Posts There is a choice to pin particular posts to

the top of the page for up to seven days. To do this, click the pencil icon in the upper right of the post and select Pin to Top.

This makes it easier to highlight important, newsworthy topics to the top of the timeline for longer promotion and visibility.

Milestones

Another thing that can be done to make the Timeline more interesting is Milestones.

This involves the ability to go back and add past events related to the history of the organization.

People can be told about big events in the life of the brand or company.

Click on the line that runs down the middle of your Timeline and select Milestone. Then you can fill out the information as shown or simply go to where updates are posted to begin posting past milestones.

This area will first require a post of a milestone about when the organization was founded. After doing that, other milestones can be created.

Milestones

Adding these past events helps create a concise story-line for your brand, while really making use of the timeline interface to it’s fullest.

People may be spending more time reading the Timeline rather than just coming to the page to ask a question. The more visually engaging the Timeline can be made, the better.

Fan Manageme

nt

Activity Log

Messages From

Fans

Good Practice

s

Recent Posts by Others

Messages from Fans Fans now have the ability to privately

message a brand’s timeline through the new button located between the bottom right of the cover image and the application boxes:

To enable private messaging, go to the admin panel, then click manage, select edit page and then choose manage permissions.

Messages from Fans

It is recommended that private messaging is activated. As a result, fans can report issues privately, including customer service concerns about the brand’s products or services. This provides an ideal way to handle any negative feedback.

A reason to turn off this feature would be if it become burdensome to check yet another place for customer feedback. By keeping this feature off, a limit can be set by where customers reach out to just your wall.

Recent Posts by Others

Timeline features a section at the top right that highlights a list of recent postings from fans.

It is recommended to leave this visible to help show engagement across the timeline.

Recent Posts by Others Some people might find it confusing or

overwhelming and that would merit hiding the box.

This can be done in the same area where page and post visibility on the permissions page is controlled.

To get there click the manage button, then select edit page, followed by manage permissions in the right-hand column. In the large blue window, the area labeled “post visibility” includes box that can be unchecked if recent posts by others are not to be seen.

Activity Log

This feature allows a company to approve content before it goes live on the timeline.

Turn on this approval under manage permissions simply to have greater control of what is shown front and center on the timeline.

The activity log for the timeline is basically a list of every post or activity involving the page in the past. Stories of photos, tags and more involving your timeline can be seen.

Activity Log

The content to be highlighted on the timeline can be edited, date changed, deleted and more depending on what you would want to change with the piece of past content.

Good Practices When creating a brand page there needs to be a

certain style guide while keeping the goals in mind. Some of these could include:

Getting users to talk

Getting their feedback so that a better product or brand can be built

Wanting them to advertise the brand itself by sharing content that is posted

Once the goals are established, a relevant style guide can be amended accordingly.

If the goal is to increase fan interaction, then create wall posts that are interesting to the community and ask engaging questions.

If the goal is to seed the email list, create an incentive (like a giveaway) for signing up, and regularly announce the prizes and winners on the wall.

Here is an example of rue21, a clothing brand putting up an engaging, community-relevant status update that garners hundreds of likes and comments:

Response A no response to a phone ringing in an office is

always avoided as that would be bad customer service. For the same reason, wall posts on the Facebook page should never be left unanswered. Unanswered wall posts are far worse than an unanswered phone call, because the customer’s request or question is out there for the world to see and with a time stamp on it. Don’t let the page’s visitors get the impression that the customers are not cared for.

A policy is to be followed where there is frequent engagement on the Facebook Wall to address all questions and concerns posted.

The great thing is that this works both ways. Because the Facebook wall is public and an increased customer loyalty will be experienced when they see that responses to all requests are prompt.

Here as an example; Bose demonstrates phenomenal customer service, answering a question posed on their wall within minutes.

The Admin Panel (Sample)

The Admin Panel The timeline notifications, insights, timeline

settings and private message inbox are all available in one interface known as the admin panel located at the top of the timeline that is only visible to administrators.

This dashboard gives a quick oversight over the four areas of administrating a Facebook Timeline and allows to dive deeper into each section from here as well by clicking to see all on the desired section.

Here invitations to the admin’s Facebook friends and email contacts can be sent to join the timeline’s audience, as well as begin buying an ad, and also use Facebook as the page (just like a personal profile).

FACEBOOK INSIGHTS

What are Facebook Insights

Insights provides Facebook Page owners with metrics around their content.

By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners and Platform developers are better equipped to improve their business and create better experiences on Facebook.

Facebook Insights Page admins are interested in understanding if

people are engaging with the content they publish.

To help them with this, Facebook provides Page admins aggregated anonymous insights about people's activity on their Page.

Insights

help answe

r

In the page a success ?

Who is engaging with the page ?

Is the content strategy

working ?

Is the engagement effective

?

Locating Facebook Insights

Insights are found just above the cover photo on the Page in the Admin Panel.

Facebook Insights Page

Clicking the insights tab in the admin panel opens up the overview of the Insights Page.

The top part of the page shows general metrics for a summarized insight:

This includes:

1. Total Likes

2. Friends of Fans

3. People Talking About This

4. Weekly Total Reach

Explanations for each on the next slide

1. Total Likes:

The number of unique people who like the Page.

2. Friends of Fans:

The number of unique people who were friends with people who liked the Page (as of the given date).

3. People Talking About This:

The number of unique people who created a story about the Page (during the given period).

A story is created when someone likes the Page; posts to the Page Wall, likes, comments on or shares one of the Page posts; answers a question that was posted; responds to an event; mentions the Page; tags the Page in a photo; checks in at the Place; or recommends the Place.

4. Weekly Total Reach:

The number of unique people who have seen any content associated with the Page (during the given period).

This includes Ads and Sponsored Stories that point to the Page.

Below the general metrics, is the graph that displays Posts, People Talking About This and Weekly Total Reach:

By hovering over each of the dots on ‘People Talking About This’, ‘Weekly Total Reach’ and ‘Posts’, the corresponding number is shown for a given period/day.

Graph Metrics Explained1. Posts:

The size of the bubbles represents the number of posts the Page published each day (during the given period).

Page posts are the simplest way to encourage people to talk about the Page.

2. People Talking About This:

The number of unique people who have created a story about the Page in the last 7 days, for each day (during the given period).

Getting more people talking about the Page is one of the best ways to reach more people.

3. Weekly Total Reach:

The number of unique people who have seen any content associated with the Page in the last 7 days, for each day (during the given period).

This includes Ads and Sponsored Stories that point to the Page.

Metrics for individual posts

Below the graph, are columns of posts with corresponding metrics of Reach, Engaged Users, Talking About This and Virality that can be sorted in ascending or descending values.

By default, all posts are shown in the column.

However, by clicking the button ‘All Post Types’ above this section on the left side, different post types can be selected for viewing their respective metrics:

The Post Types include:

Status update post

Photo

Link

Video

Platform Post

Question

Metrics in the column area

These are:

Date: The day on which the post was published.

(all in Pacific Time)

Post: Extract from the post.

(to see the full version, click on the given text)

Reach

Engaged Users

Talking About This

Virality

Reach

The number of unique people who have seen the post.

This is when the post appears on the screen, based on impressions.

The figures are for the first 28 days after a post's publication only.

There can be three types of reach:

1. Organic

2. Paid

3. Viral

On clicking the given number alongside the post gives a popup dialogue like this:

1. Organic

The number of unique people who have seen the post in their news feeds or on the Page. This includes people who have liked the Page and people who haven't.

2. Paid

The number of unique people who have seen the post through a paid channel such as a Page Post Ad or Sponsored Stories.

3. Viral

The number of unique people who have seen the post because one of their friends interacted with it by liking, commenting or sharing the post; answering a question that was asked; or by responding to an event.

Engaged Users

The number of unique people who have clicked on the post.

The figures are for the first 28 days after a post's publication only.

There can be three types of scenarios:

1. Photo Views

2. Other Clicks

3. Stories Generated

On clicking the given number alongside the post gives a popup dialogue like this:

1. Photo Views

The number of times any of the photos in the post have been viewed at their full size.

2. Other Clicks

The number of clicks on the post that are not counted on other metrics.

This includes clicks on people's names, the timestamp and the number of likes.

These clicks are also a strong indicator of attention to the post.

3. Stories Generated

The number of stories that are generated from the Page post.

Stories are created when someone likes, comments on or shares the post; answers a question that was asked; or responds to an event.

Talking about this The number of unique people who have created a story from the

Page post.

On clicking the given number alongside the post gives a popup dialogue like this:

The figures are for the first 28 days after a post's publication only.

Stories are

created when

someone

Likes a Page post

Comments on a Page post

Shares a Page post

Answers a

question that is posted

Responds to an event

Virality

The percentage of people who have created a story from the Page post out of the total number of unique people who have seen it.

It is the “Talking About This” number divided by the “Reach” number (displayed as a percentage).

Creating Content for Facebook

The quick cheat sheet

Best examples of Facebook Content (you’re going to tell me since you’ve obviously seen brands by now)

The Quick Cheat Sheet

Like Baiting – Asking users to like a post for a reason or sometimes no reason at all usually is a good way to get a conversation going and pick up your numbers

Comment Baiting – Asking a simple question with your product eliciting a response from users.

The Quick Cheat Sheet

Fan Milestone – Reward your fans for reaching a milestone with a custom creative

The Quick Cheat Sheet

Quote It up

The Quick Cheat Sheet

Yes/No True/False A/B This/That

The quick cheat sheet

Fill in the blank/Gamify

The Quick Cheat Sheet

Celebrate with your fans

The Quick Cheat Sheet

Tag a friend/Feature a Fan

The Quick Cheat Sheet

Take digs at popular culture with your product!

The Quick Cheat Sheet

Educate innovatively

Project for Next Week – Let’s make chits!

Automotive

F&B

Personal Care (Male)

Personal Care (Female)

Real Estate

Service

Pharma

Telecom

Ecommerce Store

Electronics

Consumer Durables

Toilet Paper