I created a strategic social media plan for Gift of Life Institute that includes Facebook, Twitter, LinkedIn and blog writing. The strategic plan also includes a social media plan overview, audience development strategies, keeping up posts and audience engagement, and what to do once established.
When creating a Facebook page, focus on the theme—see these examples.
Frequency—2 scheduled posts per week
Still keep page active on a daily basis
Check Page and “like” or respond to comments on page
*Remember to tag the people you’re responding to
Three peaks on when to post: early morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST)
Thursday and Friday have 18% more engagement than other days of the week. Wednesday and Sunday (evening) are also good options.
What to post
Be concise—keep the written message short and sweet (80 (or less) – 150 characters)
Ask for engagement—use verbs!
Clear call action “Details here” “Click to learn more” “Go here now”
Like, Take, Submit, Watch, Post, Check, Comment, Click, Visit, Tell us, Share, See
Likes – “Like us if…” “Like this post if…”
COMMENTS—““Tell us…” | “Post if…” | “Where” | “When” | “Would” | “What”
Avoid “Why”—too invasive
How to post
Imaging? Video? Links?
Might get a bigger reach when not using an image. But not as good engagement.
Grab attention in newsfeed
Tell people what to do
Allow image to speak for you.
Ex. Blackboard with words.
Picmonkey to edit photos
Link Facebook and Twitter to post at two places at once!
To keep things short, remove the link URL from the text field of the post. Once you paste the URL in the field, a blurb and a thumbnail will appear—deleting the URL will avoid clutter and still keep the blurb.
Community hub that’s more about Gift of Life Institute
When talking about Gift of Life Institute, you’re a trusted source that is building everyone else up
Linking to other people’s blogs and giving them a shout out more often than not
Showing love to others in the industry- online networking
Add administrators to post on page or schedule posts
Give administrative access (only to those that understand everything needs to be checked by Theresa) to schedule or post if the main account managers aren’t able to
Facebook Insights and Analytics
Source of data that can help drive strategic marketing decisions
Think about and test what you are posting and when
Data on best post types (under “posts”)
Show what types of content recently posted (links) and see best post types for Gift of Life Institute page
In “posts” section, click on one of the posts to get a lot of information on individual posts.
Download post-level data in Insights to an Excel sheet
Friends of Fans metric typically represents a larger set of consumers than a brand’s Fans. There’s a big potential audience that can be tapped into by posting engaging content (because your fans’ activity will show up on friends’ feeds).
Graph search on Facebook
Allows you to search for valuable info about your audience
Ex: pages liked by people who like “GOLI Facebook page”
See where they are looking and what the audience likes
Build personal network – Identify your fans
Identify average age of Gift of Life Institute fans in Facebook Insights and use information to find prizes or incentives that will appeal to a specific age demographic in fan base
Facebook Search Query: “Pages liked by people over the age of NUMBER who like PAGE NAME”
Network within Facebook groups based on shared interests
Facebook Search Query: “Groups of people who like PAGE NAME and PAGE NAME”
Individual and group self-promotion is annoying. Be helpful and if it’s appropriate for the conversation, share a link to your Page within the group at large
What can you do with this?
If you’re stuck with content
Facebook Search Query: “Interest liked by people who like… PAGE NAME (GOLI FB page)”
Can do the same with competitors
Facebook Search Query: Pages liked by organ donation professionals who like COMPETITOR PAGE or Gift of Life Institute page
Facebook Search Query: “People who are not my friends who like COMPETITOR PAGE”
Facebook Search Query: “My friends who like… COMPETITOR PAGE”
This invites potential customers to page
Learn who competitors are
Facebook Search Query: “Pages liked by PERSON or PAGE”
Facebook Search Query: TYPE OF BUSINESS in LOCATION visited by people who like the PAGE NAME
Embedding public Facebook post to blog/website
Go to news feed, profile, or page
Click the drop-down arrow at top right of post
Click embed post
Copy the code in popup and paste it where desired on blog or website
Brings all of your social media sites together with website
With video, share video to Facebook page first then share the embedded post with the video, opposed to just the video
Brings people back to Facebook page
To start a discussion on Facebook, embed discussion post within blog content to get more exposure
Embed some of the “Best Posts of 2014” onto blog to highlight the most popular Facebook wall posts.
Facebook insights Posts section to see which posts had the most engagement Click individual post to being up detailed screen get embed code from drop-down
**When embedding with Wordpress, use the HTML/Text editor.
Any embedded post from a Facebook page includes a Like button for the page so you can boost number of fans.
Build reputation with customer testimonials where they share good experiences
Promote on Facebook
On website: Facebook “Like” or “Join us on Facebook!” box
Right on homepage of website
With the “Like” box, visitors, if logged into Facebook, see faces of their Facebook friends who also like the page
Encourages liking Gift of Life Institute page
Keep people on the website! Other methods take the visitor away from website and to Facebook where there can be distractions
Next time they are on Facebook, they’ll see our posts
Quality fans who are reading the website and blogs
Email blast to established followers
Craft a solo email blast just about the Facebook page
Add fun giveaway/contest to give the fans a reason to visit your Facebook
14 days after they subscribe to email, send a promotion about Facebook
Turning fans into leads to grow email list
Email list is energy from GOLI
Getting into inbox with engagement
If people aren’t liking or commenting on Facebook posts, they probably won’t see as many posts in the beginning
Free webinar, cheat sheet, ebook
Can go back to your Facebook app that will collect their web and email
Get giveaway for email
Advertisement on Facebook
Make ad clear and obvious of what it’s promoting
Have reward or “payoff”—ads with a reward tend to be more influential over purchasing decisions
What should ad be?
Use Facebook Insights to see what is the most engaging content and turn that into a social ad—content and ads are one in the same
Promoted posts get better placement on its Facebook fans’ news feeds
Can target posts based on specific location or language, and will be able to track how many people saw the post
Sharing tool to create post located next to “Post” and “Public” buttons, click the “Promote” tab a drop down menu will allow you to set budget or how much you want to spend ($5 or $10) to high like the post throughout the duration of the promotion
Promotions will be seen by a larger percentage of the people who like your Page than would normally see it as well as the friends of people who interact with your post
These promoted posts will be in the regular newsfeed, not with other ads located in right column of Facebook