FacebookDo’s and Don’ts and Best Practices

Tim Brice - EPZ Alex Lamers - TLH Karen Hatfield - TSA

Facebook• Facebook EdgeRank

• Do’s

• Don’t

• Best Practices

From Mary Meeker's (Kleiner Perkins) presentation in Dec 2012

The winter storm that left over a foot of snow across portions of Kansas and Missouri February 20-21 provided an interesting example of the power of social media. Analysis of the Facebook metrics revealed that one of the Pleasant Hill weather story graphics reached over 400,000 people in 24 hours, and their “likes” grew to more than 15,000. A comparative look at stats from local television outlets by WCM Andy Bailey suggested the NWS reach actually exceeded the network affiliates for weather content interactions. Similar stories are occurring in other offices. If we can make the right tools available, and learn to use this medium intelligently, we have an opportunity to create a new paradigm in communicating our message. To paraphrase Andy’s conclusion, this serves as an example that when the interest of the public intersects with solid, attractive, easy to understand content, we can be as influential as any local media outlet.

The comments below were from John Ogren, acting CR director:

Facebook pages ≠ profiles•

• Pages – for your office (Like)

• Page posts only reach 12% of users (unless you pay $$$ for a higher percentage)

Profile page for your friends and family (Friend)

Facebook EdgeRank

u – how often have the interacted with your page, likes, shares, commentsw – Videos > Photos > Status Updates > Linksd – as your post ages it loses value, thus a lower edgerank

Facebook – the good, the bad and the ugly

•

• Make sure they select “Get Notifications”

When people like your page, tell them to hover over “Liked”

Facebook – the good, the bad and the ugly

Facebook keeps changing the rules!

Facebook Do’s

1. Consider your audience•

• Better – act as if you are talking to one person

• Discuss topics people love (like the weather)

• Ask questions• Use personal pronouns and

contractions• Have a relaxed, friendly toneRemember you are talking to people

2. Choose the right time

•Post between 8 AM and 8 PM (people are near a computer at work and home)•Don’t forget the Weekend•Post once to twice a day (more during significant weather)Just some thoughts:

Posted at 3:58 AM

Posted at 11:55 AM

3. Keep it short•

• The longer the post, the less engaging fans find it. 

• Keep status updates short but informative

People scan Facebook; they don't read it.

4. If you add links•

• Use full URLs and let users know exactly where they're going when they click a link

• Avoid URL shorteners* (this isn't Twitter) • Engagement rates are 3X higher for wall

posts that use the full-length URL. Make sure links are good, topical, and regular

* Unless you are using them for tracking purposes

5. Respond.• Interact and respond with users. • For example, if someone asks a

question, answer it! • Acknowledgement is really important. • It can take things to a new level if you

continue to interact about a particular topic.

6. Use an eye-catching image• There is no type of content that elicits a

better response than photos. • Posts with good pictures get better

visibility in the news feed due to the higher EdgeRank score.

• Make sure the photo is as clear and crisp as it can be.

7. Tell fans what to do•

• The simpler the instruction, the better. • Ask fans to share, comment, or tell you • Simple requests such as “Click like if

you agree”• Don't over useYour fans will follow your instructions

8. Ask questions• People are twice more likely to

comment on a post that poses a question.

• To drive comments, ask a direct question and ask for the response.

• The key guidelines are brevity, ease of reading and answering, and interesting topics.

• Fill-in-the-blank posts are also extremely popular. They receive a great number of comments.

9. Keep variety in your posts•

• Keep it interesting by mixing in links, videos, questions

• Don't post about the same thing every time, especially if no one is responding or interacting.

• Mix up the type of text posts, too - some personal, technical or odd ball.

Don't use the same images or links in every post.

10. Paint a picture with your words

•• Use action verbs• Write conversationally • Avoid canned phrases• Avoid Jargon

– Use descriptive language

Photo: Dan Clark

Facebook Don’ts

1. Posting too much or too little•

• Too little: forgotten

• With less engagement FB Edgerank will go lower and lower

• One to two posts a day optimal

Too much: unfollow

2. Don’t sound like a cranky neighbor

•

• Don't lash out at or delete negative remarks.

• Be positive

and convey

your

expertise

and

personality

Negativity is rarely a good strategyMikeVolpe.com

3. Don't offend people•

• Remember that weather impacts peoples lives

• Don't promote too much or be pushy, or people will tune you out

Not everyone likes the same weather

4. Don't be boring•

• Avoid a bunch of robo-posts• Keep a variety of pictures, links and

interesting posts• Don't just talk about products and

services• Don't post just a link, add some text

to explain the link.

Don't post same thing day after day.

5. Don't make people read•

• Avoid technical jargon (speak in common terms)

• Have more to say? Link to an outside web page or blog post.

• Any Reddit fans? TL;DR

Lengthy posts will drive people away

6. Not responding to feedback•

• Sometimes a simple thank you, "like", or acknowledgement goes a long way.

• Do you ignore email or the phone?• The point of a social network is for

people to be social!• Not always possible depending on

the weather.Are you listening to your FB fans?

7. May not want to link FB/Twitter

• Twitter hashtags on Facebook are not ideal

• Formatting differences between the two networks

• Variations in what people are looking for

8. Don't forget to use proper grammar

•

• Commas, periods, and semicolons versus the "..."

• A post without proper grammar reduces credibility - "if they can't get that right..."

Don't type in all caps

Best Practices

Dramatic Photo: WFO Tampa• Asked

Permission from Photographero Verbal at first,

Written by SRH PR once it went viral.

• National Media Attention

Striking Video: WFO Wichita and WFO Amarillo

Blizzard video at WFO AMA• Almost 5,000 Shares• Previous video almost 4,000 Shares• National Media Attention

Thundersnow video at WFO ICT• Not as many Shares, but still attracted National Media Attention

"Experiments": WFO Huntsville

• Fry an Egg on Asphalt to Demonstrate Heat Safety• Posting brief information and graphics

about a specific topic resonates with the public more than just posting a link

• People want to be engaged and respond to interactive posts versus just a boring old link!

"Experiments": WFO Flagstaff

Meteorological "Oddities": WFO Chicago

Contests: WFO Boston

Customer Participation!

NWS Success Stories

• WFO Louisville is mentioning social media in short fused warnings

Ask for Reports: WFO Tulsa• Not many Shares, but

Lots of Replies• Responses were

critical to ops due to Gateway difficulties and surface obs missing during mixed precip event

• Double posted to Twitter (see hashtags), received responses on both platforms

Asking for Shares: WFO Binghamton

Pleas: WFO

Kansas City

WFO DuluthWell Written Status Update with Answers to Follow-Up Questions•Led to some reports even though they weren't specifically solicited!•Personal touch by "signing" the update.

Tips• Devote One Person to Social Media Ops if

Staffing Allows• "Like" Local Media and Other Weather

Interest Groups in your CWAo Monitor them via News Feed ("Home" link)

during active weather for reports, photos, video, etc.

Tips• Interact with Followers

o Monitor "Posts by Others" section of pageo Just liking a post/comment lets them know you

saw their information.o Posts with watch/warning information more

likely to have important questions asked in the comment section.

o If you feel you won't be able to respond to questions during an event due to staffing, etc., tell them that!

Tips• Engaging Content May Be Just A Different Page

Awayo Don't be afraid to share interesting posts from other

WFOs, media, etc., on your page as long as it is a reputable source.

• Posting Office "Action" Photos Can Help You Connect with Customerso Shows that we're not the nameless, faceless

government meteorologists!

• Use "Hazard" instead of "Threat" in Postso Facebook may occasionally flag posts with the word

"threat" in them, although it seems to be hit or miss.

ResourcesResources• SR Social Media Sites page:SR Social Media Sites page:

http://owl.li/i2AbN http://owl.li/i2AbN

• Facebook Post of the day:Facebook Post of the day:http://owl.li/i2A5Ahttp://owl.li/i2A5A

• Facebook NoNo’s:Facebook NoNo’s:http://owl.li/i2A2chttp://owl.li/i2A2c

• Basic Facebook Job SheetsBasic Facebook Job Sheetshttp://owl.li/i6Cj3http://owl.li/i6Cj3

• NWS Social Media Statistics:NWS Social Media Statistics:http://owl.li/i2zYg http://owl.li/i2zYg

Final Take Aways•• Be engaging and relevant with your fans

• Then when the weather comes you will blow the roof off things.

During the blizzard last week AMA's posts were seen by almost 2 million people. The blizzard video alone was seen by over 750,000 people

Think Social!Provide consistent nice looking posts

Questions?

Tim Brice NWS – El Paso tim.brice@noaa.gov @timbrice17 575-589-4088

Karen Hatfield NWS – Tulsa karen.hatfield@noaa.gov @kahatfield 918-838-7838

Alex Lamers NWS – Tallahassee alex.lamers@noaa.gov @alexjlamers 850-942-8833

Download this presentation via GDocs: http://owl.li/i6Jox

View a video recording of this presentation:

http://youtu.be/5ASPdTMWssA