widenet u: post like a pro! how to write effective content for facebook
TRANSCRIPT
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POST LIKE A PROHOW TO CREATE EPIC CONTENT
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WHERE BUSINESSES GO WRONG
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MOST COMMON MISTAKESNot knowing the purpose of the post.Treating the business page like a personal
page.Not providing context.Not checking grammar.Posting links incorrectly.Posting bad images.
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BEFORE YOU WRITEThings to know before posting.
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QUESTIONS TO ASKIs it relevant?
◦What does the post have to do with your business?
Does it add value?◦What does your post provide to your audience?
What is its purpose?◦What do you want your audience to do?◦Is there a call to action?
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Ads vs PostsPost
◦A “status update”.◦Goes directly on your wall. ◦Reaches people connected with your page.
Limited viewing. Have to pay or rely on engagement to be seen.
Ads◦Do not post to your wall. ◦Always cost.◦Run for a determined amount of time. ◦Reaches people who are and aren’t connected with your
page.
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Make a Posting PlanYour business page is a marketing tool.
◦It is NOT your personal page, and you can’t treat it as such.
Every month, you should have a posting schedule. ◦Get a big desk calendar.◦Determine how many posts you want do a month.◦Mark dates when you want to post:
Promotions, special offers, events, holidays, blogs/articles.
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Make a Posting Plan Cont.Know when & what to post
◦When is your audience on Facebook?◦Facebook insights and analytics help you know
when and what to post. ◦Your page > Insights > Posts
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The 4 Things You Should NEVER Post on Your Business Page
Vulgarity◦ If you have to ask, don’t post it. ◦ If it MIGHT be risky, don’t post it. ◦ Just don’t take the risk.
Politics◦ People won’t do business with you. ◦ Example: Target
Religion◦ Unless you’re a religious organization or your company is
founded exclusively on religious principles, don’t do it. Fluff/Irrelevant Material
◦ No one cares about your cat.
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When You’re Ready to Write
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Writing TipsKeep in conversational
◦Facebook puts you on your audience’s level.◦Talk to your audience, not down.
Length can vary◦Facebook is the only effective long form social
media site. ◦It’s good to stay as brief as possible.◦You can get away with long posts, but they have
to be used strategically. Know your goal
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Posting TechniquesBasic Post
◦Few sentences.◦Main goal: awareness.
Announcement Update Quick news
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Posting Techniques Cont.Hook, Line, Sinker
◦Sales approach. Get their attention. Relay the message. Tell them what to do.
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Posting Techniques Cont.Educational
◦Tips◦News◦Relevant info
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Posting Techniques Cont.Click Bait
◦Headlines with no resolve. ◦Sensational. ◦Annoying but effective.◦Just be sure to deliver.
Don’t lie or be misleading.◦Fear, Gain, Logic, Solution
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Posting Techniques Cont.The Micro Blog
◦A literal blog as a status.◦Not for everyone. ◦Strangely effective. ◦Shift in how we look at
Facebook. Becoming more a one stop shop.
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Content Checklist Tone
◦ Remember: conversational.◦ You don’t have to be formal.◦ Does it fit your audience?
Context◦ You have to add context.◦ If you’re going for humor or sarcasm, consider how the post looks without added
context. Grammar
◦ Check your grammar before you post. Grammar
◦ Double check your grammar before you post. Grammar
◦ Triple check your grammar before your post. Relevance
◦ Is it relevance to your audience?◦ Is there a time constraint?
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Structuring Your Posts
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Are You Posting A Link?There is a method to posting links.
1. Write the content.2. Paste the link into the content3. Add an image.
1. When posting a link, the image you add must be meta size: 484 x 253 pixels.
2. If you plan on boosting the post, follow the grid: 80% image, 20% text. (Google Facebook Grid Tool)
4. Edit the meta title.1. Name of the page or the thing you’re promoting.
5. Edit the meta description.1. Describes the page.
6. Delete the link!
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Meta Title and Description
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Posting Links CorrectlyThis is correct. This is NOT correct.
Don’t ever do this.
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For Posts Without A LinkIf you’re posting without a link, but want
to include an image, use the square size: 1200 x 1200 pixels
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Scheduling and Automation
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Why Schedule and Automate?Saves time.Keeps posting consistent.Helps you build posts correctly.
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Automation ProcessMake your posting calendar.Write all content for all posts ahead of
time.Develop all your images.Build your post.Don’t publish, schedule.
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Can You Post Outside Of Your Schedule?
YES! Of course you can. Your schedule doesn’t have to be the
ONLY Facebook content. Just make sure you don’t overlap with a
scheduled post.
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Questions?