FACEBOOK CHANGES
Michael Cunningham
Social Media Manager, RealPage
RealPage is a registered trademark of RealPage, Inc. T...
• Social Media Manager
About Me
(ie., I play on Facebook all day)
• Managing Editor of the
RealPage blog network
• Pro...
• Graph Search
Agenda
• News Feed
• Optimizing Content for Graph
Search & News Feed
• Test Everything with Insights
• F...
It’s Not that I Dislike Facebook
Facebook Makes Me Grumpy
This is Not a Deep Dive
GRAPH SEARCH
Graph Search
Graph Search
Typing “Apartments in
Boston my friends like”
into Google
Graph Search
Typing “Apartments in
Boston my friends like”
into Facebook
Graph Search Now Includes:
• Status updates
• Photos
• Check-ins
• Comments
• Location Data
Current Graph Search
New Graph Search
New Graph Search
Advantages to Marketers
• Monitoring Facebook posts about events they're running.
• Researching product usage.
• Identifyi...
NEWS FEED
Facebook News Feed
Facebook News Feed
Story Bumping
How Story Bumping Works
• Used to be Called Edge Rank
• News Feed algorithm responds to signals from you:
• The number of ...
Last Actor
Last Actor
OPTIMIZING YOUR
CONTENT AND PAGES
How to Optimize for Graph Search
• Make sure your Facebook profile is complete and
•
•
•
•
accurate
Add geo-targeting da...
Facebook is Like Google
What Counts as Quality Content?
• Is this timely and relevant content?
• Is this content from a source you would trust?
• ...
Examples of Bad Facebook Posts
• “Click Like if you think daffodils and rainbows are
awesome. Share if you think Unicorns...
Examples of Good Facebook Posts
• Anything that your target audience will find relevant,
useful, or funny:
• Asking thoug...
Examples of Good Facebook Posts
How Do You Know It’s Working?
INSIGHTS
Test Everything.
Facebook Insights
Facebook Insights
Overview
Overview
Overview
Likes
Total Page Likes
Net Likes
Where Your Likes Came From
Reach
Post Reach
Likes, Comments & Shares
Hide, Report as Spam, and Unlikes
Total Reach
Visits
Page & Tab Visits
Other Page Activity
External Referrers
People
People Reached
People Engaged
Posts
When Fans Are Online
Post Types
Link Post
Status Update
Status Update
Post Types
All Posts Published
Engagement Rate
Post Details Card
Insights Make Me Happy
FOUR WAYS TO KEEP UP
WITH CHANGES
Follow Facebook
• Facebook for Business Page
https://www.facebook.com/facebookforbusiness/news
• Facebook Privacy
https...
Technology & Social Media Websites
• TechCrunch Facebook Tag:
http://techcrunch.com/tag/facebook/
• Mashable Facebook Ta...
Technology & Social Media Websites
• Social Media Examiner
www.socialmediaexaminer.com
• HubSpot Social Media Tag
http:...
Blogs that Follow Facebook
All Facebook
www.allfacebook.com
Inside Facebook
www.insidefacebook.com
Social Media Experts
• Mari Smith
www.marismith.com
• Jay Baer
www.convinceandconvert.com
• Christopher Penn
www.christ...
QUESTIONS
THANK YOU
michael.cunningham@realpage.com
Twitter: @RealPageMichael
SlideShare Link:
Facebook Changes and What They Mean to You
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Facebook Changes and What They Mean to You

Presentation I gave at the annual NARPM convention. Brochure description: No other social media platform owns consumer engagement like Facebook. This year, the social media giant announced two major changes to its platform that could greatly impact the way rental housing professionals use Facebook: the introduction of Graph Search and a major over haul of News Feed. On the surface, the changes seem like a win-win for users, but they could end up being a mixed bag for marketers and rental housing professionals. This session will explain what these changes are and how they impact the property manager. You will also learn several steps you can take to optimize your Facebook page for Graph Search and News Feed.
Published on: Mar 3, 2016
Published in: Social Media      Technology      Business      
Source: www.slideshare.net


Transcripts - Facebook Changes and What They Mean to You

  • 1. FACEBOOK CHANGES Michael Cunningham Social Media Manager, RealPage RealPage is a registered trademark of RealPage, Inc. This presentation also contains additional trademarks and service marks of ours and of other companies. We do not intend our use or display of other companies’ trademarks or service marks to imply a relationship with, or endorsement or sponsorship f us by, these other companies. This material is provided for informational purposes only and is not, nor it is intended to be, legal advice. The opinions expressed herein are those of the author and do not necessarily reflect the positions of RealPage, Inc.
  • 2. • Social Media Manager About Me (ie., I play on Facebook all day) • Managing Editor of the RealPage blog network • Property Management Insider • Involved with Greyhound rescue.
  • 3. • Graph Search Agenda • News Feed • Optimizing Content for Graph Search & News Feed • Test Everything with Insights • Four Ways to Keep Up with Facebook Changes
  • 4. It’s Not that I Dislike Facebook
  • 5. Facebook Makes Me Grumpy
  • 6. This is Not a Deep Dive
  • 7. GRAPH SEARCH
  • 8. Graph Search
  • 9. Graph Search Typing “Apartments in Boston my friends like” into Google
  • 10. Graph Search Typing “Apartments in Boston my friends like” into Facebook
  • 11. Graph Search Now Includes: • Status updates • Photos • Check-ins • Comments • Location Data
  • 12. Current Graph Search
  • 13. New Graph Search
  • 14. New Graph Search
  • 15. Advantages to Marketers • Monitoring Facebook posts about events they're running. • Researching product usage. • Identifying content opportunities based on the interest of their most enthusiastic Facebook Fans. • Tracking brand mentions by influencers. • And lots and lots of other things!
  • 16. NEWS FEED
  • 17. Facebook News Feed
  • 18. Facebook News Feed
  • 19. Story Bumping
  • 20. How Story Bumping Works • Used to be Called Edge Rank • News Feed algorithm responds to signals from you: • The number of likes, shares, and comments a post receives from the world at large and from your friends in particular • How much you have interacted with this type of post in the past • How often you interact with the friend, Page, or public figure who posted • Whether or not you and other people across Facebook are hiding or reporting a given post.
  • 21. Last Actor
  • 22. Last Actor
  • 23. OPTIMIZING YOUR CONTENT AND PAGES
  • 24. How to Optimize for Graph Search • Make sure your Facebook profile is complete and • • • • accurate Add geo-targeting data Post engaging content and get people talking Grow your fan base Encourage brand evangelists to share content
  • 25. Facebook is Like Google
  • 26. What Counts as Quality Content? • Is this timely and relevant content? • Is this content from a source you would trust? • Would you share it with friends or recommend it to others? • Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g., asking for people to like the content) • Would you call this a low quality post or meme? • Would you complain about seeing this content in your News Feed?
  • 27. Examples of Bad Facebook Posts • “Click Like if you think daffodils and rainbows are awesome. Share if you think Unicorns and rainbows are better.” • Asking inane questions: “Red or Blue?” • Watch out for polarizing subjects: politics, religion, etc. • Tying your Twitter feed to your Facebook Page News Feed
  • 28. Examples of Good Facebook Posts • Anything that your target audience will find relevant, useful, or funny: • Asking thought provoking questions: “What do you think • • • • of institutional players getting into the single-family space?” Share best practices Ask opinions Photos or memes that deal with subjects important to your fans Links to articles, videos, or websites that will help your audience do their jobs better.
  • 29. Examples of Good Facebook Posts
  • 30. How Do You Know It’s Working?
  • 31. INSIGHTS Test Everything.
  • 32. Facebook Insights
  • 33. Facebook Insights
  • 34. Overview
  • 35. Overview
  • 36. Overview
  • 37. Likes
  • 38. Total Page Likes
  • 39. Net Likes
  • 40. Where Your Likes Came From
  • 41. Reach
  • 42. Post Reach
  • 43. Likes, Comments & Shares
  • 44. Hide, Report as Spam, and Unlikes
  • 45. Total Reach
  • 46. Visits
  • 47. Page & Tab Visits
  • 48. Other Page Activity
  • 49. External Referrers
  • 50. People
  • 51. People Reached
  • 52. People Engaged
  • 53. Posts
  • 54. When Fans Are Online
  • 55. Post Types
  • 56. Link Post
  • 57. Status Update
  • 58. Status Update
  • 59. Post Types
  • 60. All Posts Published
  • 61. Engagement Rate
  • 62. Post Details Card
  • 63. Insights Make Me Happy
  • 64. FOUR WAYS TO KEEP UP WITH CHANGES
  • 65. Follow Facebook • Facebook for Business Page https://www.facebook.com/facebookforbusiness/news • Facebook Privacy https://www.facebook.com/fbprivacy • Facebook Media Room https://newsroom.fb.com/
  • 66. Technology & Social Media Websites • TechCrunch Facebook Tag: http://techcrunch.com/tag/facebook/ • Mashable Facebook Tag: http://mashable.com/category/facebook/
  • 67. Technology & Social Media Websites • Social Media Examiner www.socialmediaexaminer.com • HubSpot Social Media Tag http://blog.hubspot.com/marketing/topic/social-media/
  • 68. Blogs that Follow Facebook All Facebook www.allfacebook.com Inside Facebook www.insidefacebook.com
  • 69. Social Media Experts • Mari Smith www.marismith.com • Jay Baer www.convinceandconvert.com • Christopher Penn www.christopherspenn.com www.shiftcomm.com/blog/ • Amy Porterfield www.amyporterfield.com
  • 70. QUESTIONS
  • 71. THANK YOU michael.cunningham@realpage.com Twitter: @RealPageMichael SlideShare Link:

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