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Social Media University: Facebook

Facebook |

Facebook is a social networking site that allows you to connect with others and share information, upload pictures and videos, organize events, play games, etc. Facebook can be used for personal (public profile) or business (brand page).

Facebook logo

Accessing Facebook via Mobile

Pages Manager is an application for the iPhone and iPad (not available on other devices, yet) that allows admins to monitor their Page activity, view Insights, and respond to their audience.

The app allows you to:

  • Post status updates
  • Post photos to albums
  • Send and receive messages
  • View your Insights
  • Respond to comments
  • Access Page content
  • Receive notifications on your mobile device about Page interactions

To Log In: You must have the main Facebook and Pages Manager apps installed on your mobile device. When you are logged into the Facebook app, open the Pages Manager app and hit the Log In button.

Insights are available in Pages Manager. You can see: total “Likes,” people talking about your Page, weekly total reach, and trends chart. To view insights via mobile, tap the Insights information below the Page title.

Facebook Ecosystem

Facebook Ecosystem

Build: Create a presence with Facebook Page. A page can help you create an identity for your organization. Link your organization with a Place. Create social experiences with involving your products, services, resources, etc. using Social Plugins, Graph API, and Apps on Facebook.

Engage: Creating these social experiences allows you to start building a fan base and engage with your customers. Facebook Like Ads are the quickest way to get fans. Publishing and engaging in conversations with your fans will allow you to foster relationships and gain valuable insights to their needs.

Amplify: All interactions get published on your News Feed, creating word of mouth. Through the use of Facebook Ads and Sponsored Stories, these organic stories are effective in engaging and reaching a much larger number of potential customers.

Five Guiding Principles:

  1. Build a strategy that is social by design.
  2. Create an authenticate brand voice.
  3. Make it interactive.
  4. Nuture your relationships.
  5. Keep learning.

(Source: Facebook. 2011. Best Practices Guide: Marketing on Facebook.)

Brand Pages

NIH Facebook Brand Page

Facebook public profiles and brand pages allow you to create an authentic connection with your community, customers/clients, etc.

Connection: Foster strong relationships with the people who care about your organization. Raise awareness by posting Updates and Notes, mobilize communities with Causes and Events, and stay connected with Discussion Boards, Commenting and Wall posts.

Content: You can organize Events, share videos and photos, or discuss the latest issues relevant to your community.

Distribution: Communicate effectively both broadly and with targeted Updates and News Feeds. Spread the word to others outside of your organization about upcoming events, important announcements, etc.

For examples of brand pages, visit:

Additional Resources:

Facebook Insights

Facebook Insights

Page Insights helps you understand what the people you’re reaching care about. With Insights you can assess the performance of your Page; learn which content resonates with your audience; and optimize how you publish to your audience so that people will share your content.

There are four key metrics:

  • Total Likes: # of people that have "liked" your Page.
  • Friends of Fans: your fans, and their friends.
  • People Talking about This: # of people that have created a story about your Page. A story is created when someone "likes," "shares," or "posts" your Page content.
  • Weekly Total Reach: # of people that have seen any content about your Page, including Ads or Sponsored Stories.

Other metrics that may help include:

  • Virality: total # of people that created a story divided by the number of unique people that saw the post. For example, 25 (created story) / 100 (saw story) = 25%

To access Page Insights, open the menu below your Page’s cover photo. Select View Insights.

You can access Insights data through the dashboard, or export it using the Export button in the top right corner. Note: The dashboard provides only a selection of data recorded for your Page or Platform application or Website. A full list of metrics is available on the Insights Facebook Query Language (FQL) table or through the Open Graph API.

Popular Facebook Features

Facebook has many features. Below are some of the common ones. To learn about more Facebook features, visit the Facebook Glossary of Terms or the Facebook Popular Features page.

Measuring Your Success

Qualitative Metrics:

  • # of fans
  • total # of comments posted by fans
  • # of positive/negative comments posted by fans
  • # of "likes" by fans
  • # of comments removed per your comment moderated policy

Quantitative Metrics:

  • The depth of comments posted. How much value does that comment add to your Page and the conversation taking place?
  • The level at which fans are interacting with each other on the Page. Is there dialogue and interaction occurring between individuals beyond the Like button and generic comments?

(Source: HHS Center for New Media, Facebook Guidance: Defining Success, 2010.)

Tips & Tricks: Optimize Your Facebook Page

Reposition photos to get the most flattering crop.

Export events to Outlook, iCal, and Google calendars.

Schedule your posts. Click on the clock icon on the left in the post box.

Highlight posts by fans on your page's timeline. Click the 'X' button in the top-right and then click "Highlighted on Page." The post will show up in your Timeline.

For more tips, see 12 Facebook Page Function You Might Have Missed.