social 101 facebook

Facebook !Social 101 Class Marcus Nelson Director of Social Media

@marcusnelson #fbclass

O hai.

@marcusnelson Director of Social Media


Today’s Agenda

  Why do people share?

  Facebook is big

  The basics

  Fan pages

  Fans equal value

  Edge Rank

  Social plugins

  Q&A


Why do people share


Motivations for sharing

source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org


In other words…


Facebook is big


Facebook is consuming people’s time


Facebook is the largest login provider


The basics


Facebook glossary

Profile = Your page, contains info, photos, videos, and list of your friends, or whatever else you choose to include.

Post = Message of 420 characters or less.

Wall = Where you & friends post to your profile.

‘like’= Button used to indicate appreciation, affiliation, or acknowledgement without having to add comment.

News Feed = Continuous stream of updates.

Fan Gate = Page requiring a ‘like’ in order to gain further value, content, of information.


What does ‘like’ actually do

Replaces the old “Become a Fan”

Replaces “Share” by auto-posting to your wall


Fan Pages


Harsh truth…


So what’s the value?


Source: http://pagelever.com


Fans equal value


Start by making them fans


This is why we need the ‘like’

Getting posts into the newsfeed is critical to building impressions


Source: http://pagelever.com


Edge Rank


Edge Rank is Facebook’s algorithm

Ranks on relevancy Shows 3-5 most interesting posts

(FB randomizes it slightly so it doesn’t seem so stalkerish) Most fans NEVER see your status updates


How does Edge Rank work?

Time decay – as time passes, stories lose points

Affinity score – comments & likes add points my comments are worth more than my friends comments are worth more than non-friend comments

The native “Edge” score – eg, photos have a default score that’s different than text


Can’t SPAM it as hard as you may try

EdgeRank is between an object and a user – unlike SEO, EdgeRank score is different for each user

No such thing as generic “Edge Rank score” – the architecture of the algorithm makes it impossible

Real-time score – competes with everything in newsfeed… as long as a status update is in the top 3-7 posts, you’ll probably be shown until time decay reduces points OR other posts push you out

Note: Mobile uses “Most Recent” which makes up 30% of users


You CAN optimize your content

Posting time – Saturday mornings are best Content – Does it connect with people. Format (text/photo/video/link) – Video/photo works best Localization – Target “become-a-fan” ad

campaigns at friends of your fans


Optimal days to post


Readability — speak in simple language


Linguistic content — sex sells!


Most sharable words


Least sharable words


Video performs better on Facebook


Social Plugins


Like button


Send button


Comments


Activity feed


Recommendations


Like box


Login button


Registration


Live stream


Q & A


Kraig’s points for discussion

  FB platform

  FB connect, what’s "login w/ FB", why do people use it

  What are social plugins....

  How are companies (that are not publishers like zynga) managing a brand and presence on FB?

  what are best practices?


Thank you


Sources

  University of Pennsylvania http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

  Jeff Widman of http://pagelever.com

  12 Awesome Facebook Stats, Charts & Graphs http://www.slideshare.net/HubSpot/12-awesome-facebook-stats-charts-graphs

  Science of Facebook Marketing by Dan Zarrella http://www.slideshare.net/HubSpot/science-of-facebook-marketing-by-dan-zarrella

social 101 facebook

Documents

friends comments

native edge score

points affinity score

generic edge rank

edge rank work

edgerank score

facebook glossary profile

science of facebook