What’s New (and Not New) on

Alexandra TursiSocial Media Strategist

Fletcher Allen Health Care

Who am I?

Fletcher Allen Health Care

Think about it…

1 in 7 minutes spent online is on Facebook.

What’s New• Anonymous Login• Nearby Friends• A Look Back• Paper• Trending• Donate• Slingshot• Listening to Discover• New Look for Brand Pages• The End of Edgerank• Facebook Ads update

Anonymous Login

Nearby Friends• Optional• Notifies you

when friends are nearby

• You control who sees you

• Based on mutual usage

A Look Back• Compiles your

highlights since joining Facebook

• Celebrates tenth anniversary of Facebook

• More at facebook.com/lookback

Paper

Trending

Discover the best content across the Internet

Trending

Donate• Lets people contribute

directly to nonprofits via Facebook

• Appears besides Posts in News Feed

• Appears at the top of nonprofit’s Facebook Page

• Fill out a Donate interest form to get started!

Slingshot

Listening to Discover

New Look for Brand Pages

Updated page timeline design

Easier access to admin tools

Pages to watch

The End of Edgerank• Name is toast…but not the concept!• Affinity, Weight and Time Decay still important • More complicated News Feed ranking algorithm• Facebook changed how it ranks organic posts that

are eligible to show up in its users’ News Feeds. o Story Bumpingo Last Actor

Story BumpingFacebook saw…• 5% increase on

interaction with stories from Friends

• 8% increase in interaction on stories from Pages

• Overall increase in stories read from 57 percent to 70 percent

Last Actor• Facebook has added more real-time signaling to

help decide what should show in the News Feed.• Facebook tracks last 50 interactions you do on a

rolling basis; uses those as signals to rank your feed.

• Ranking bump is temporary as Facebook tracks last 50 interactions on a rolling basis.

• Facebook’s internal testing showed only a minor increase in engagement with this change.

Facebook Ads• Facebook will offer advertisers interest-based

advertisingo Another way to tailor ads in the U.S. based on information gathered

from other websites you visit and the apps you use.

• Facebook already serves "retargeted" ads o If you visited Zappos.com, you might see the same shoes pop up in a

Zappos ad on Facebook. o With interest-based targeting, a company selling socks might show you

an ad based on your interest in shoes — even if you did not previously visit its website.

• Watch this video

What’s a Brand to do?

Page managers learned that only a fraction of their Facebook Fans – 16% on average – see their Page posts in their News Feeds. And, that

fraction keeps getting smaller and smaller.

Remind your Fans they can click to view their ‘Pages Feed’ on the left sidebar of their News Feed to see content from Pages they've liked.

Educate your super fans that they can ‘Get Notifications’ from your Page.

Encourage fans to engage with your posts when they do see them, so they see more of them.

Re-allocate Your Time and Effort Toward Your Owned Assets – Your Website and Blog

Start Treating Facebook Like a Paid Ad

Platform If you advertise, go beyond basics. Maximize the effectiveness of their campaigns with:

Conversion TrackingTrack the actions of site visitors after viewing your Facebook ad.

Custom AudiencesTarget Facebook ads based on your email list.

Lookalike AudiencesTarget Facebook users similar to your customers.

Audience InsightsLearn about your existing Facebook audience to better target your ads.

Website Custom AudiencesTarget Facebook users who have visited your website before.

Facebook ExchangePlace retargeted ads on Facebook for users who’ve visited a certain product or service page on your site.

Partner CategoriesTarget users based on information, such as purchase history, from 500+ third party data providers like Datalogix.

Customizable ReportingCreate reports based on metrics that matter most for your business.

Best practices (the Not New!)• Create engaging content• Include calls-to-action• Keep it short• Ask questions

o Should, would, who perform best!

• Encourage advocacy (customers & employees)

• Tag other Business Pages• Use custom apps• Analyze Facebook Insights• Keep it human

Questions?

Don’t be afraid to ask.

Contact MeAlexandra Tursi

Social Media StrategistFletcher Allen Health Care

Alexandra.tursi@vtmednet.org@tursitaLinkedin.com/AlexandraTursi