Social Media for Health Advocates Facebook 101. Agenda Why use Facebook? Outreach Methods Measuring...
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Transcript of Social Media for Health Advocates Facebook 101. Agenda Why use Facebook? Outreach Methods Measuring...
Social Media for Health AdvocatesFacebook 101
Agenda
•Why use Facebook?•Outreach Methods•Measuring Success•Advertising on Facebook•Keep In Touch
Why Use Facebook?• Facebook is a social
network connecting communities
• Businesses, organizations, campaigns and others use Facebook as a tool for outreach
• Since Facebook is the most popular social network, maintaining an active and relevant presence here is important
▫ Currently, there are over 1.15 billion monthly active users on Facebook
Who uses Facebook?
86% Of Facebook
users are 18-29 years old
67% Of all internet
users have Facebook
Facebook is one way to engage individuals you may not be able to reach in person
Research from Pew Internet
Outreach Methodology on Facebook
Engage
Post RegularlyPost in a Timely
Manner Post
Relevant Material
Respond
Interact
Moderate
Analyze
Promote
Share
Raise Awareness
Advertise?
Engage
• Post regularly
• Facebook algorithms decide what is relevant
• Posting often encourages the algorithm to privilege your material
• But be careful: Don’t over-share. The algorithm will punish pages that are perceived to be spamming their users
Picture: http://blog.adespresso.com/facebook-promoted-posts/
Engage
• Be timely: What may be popular at lunch may be old news by dinner
• Several free programs can help you determine what time is best for your organization to post, such as Post Planner
Picture: http://www.postplanner.com/
Engage
• Create your target audience based on the content you post:
▫ Promote your blog posts▫ Create memes to condense
complex messaging points▫ Post relevant news articles
that your followers should see
• Non-relevant content will turn off those you want to reach
• Don’t be afraid to take creative risks
Respond
• Don’t just go for “likes”▫ Encourage
your followers to post their own thoughts
• Respond to comments▫ Monitor closely
so users stay positive and on topic
Analyze
• Measure your success
• Facebook has a built-in analytics tool
▫ Located in the “Insights” box in your Admin Panel
▫ Measures likes ▫ Percentage increase
over time▫ Number of page views
• Set goals & track them
Picture: http://decisionstats.files.wordpress.com/2009/11/fba1.pnghttp://blog.thefanmachine.com/en/2012/05/22/facebook-insights-for-pages-key-concepts/
Promote
• Don’t be all about yourself▫ Promote the work of other
organizations you admire
• Raise awareness about issues that intersect with yours▫ For example, if you work
exclusively on health care, share some information about how DOMA may affect your demographic
• Be one of the people▫ Use humor▫ Give shout outs
Advertising• Advertising can help you reach
the next level in effective social media
• Facebook advertising tool could increase traffic to your page
▫ Marketing firms with clients who’ve utilized Facebook ads reportedly saw an 18.5% increase in click through rates
• Plans are varied and relatively cheap
▫ Some only charge you for actual clicks
• Advertising can be hit or miss
▫ Pay close attention to your page’s insights so you are able to track the performance of each ad
Picture: https://www.facebook.com/business/promoted-like?creative=24367199912&extra_1=58edfa08-5612-f009-bb0e-00002167d9f2&gclid=CIHVmuKtobkCFap7QgodlSsAyg
Getting Started: Follow us on Facebook!
www.facebook.com/together.invincible