Module 2:

Marketing with
Facebook Pages
Social Media
Marketing Learning Objectives Skills Aquired Challenge

Students will gain a Create and use posts of different Now that you have a basic Page
fundamental knowledge types to engage an audience and for your organization, in this
build presence mini-challenge, you will use your
of social media marketing new Facebook Page to build
using Facebook. Monitor and respond to comments awareness of your organization
to build relationships and to connect to your audience.
Understand what it means to use
Facebook to promote a business Use Messenger to communicate
directly with users to build
Understand how to use Facebook relationships
Pages to build a presence for an
organization Use Page Insights to report on
Page information
Understand key strategies on how
to create content and posts that Use Page Insights to inform
engage audiences and develop ongoing content
engagement strategy
Understand how to use Facebook
comments and Messenger to build
a relationship with an audience

Understand how to use Page

Insights to report on likes, shares,
views, and other key information
about the organization’s Page.
4-6
hour
class duration

sessions
2 plus out-of-class
homework

2
Social Media
Marketing
In this module, you will You will have to be able to stand
back and look at the big picture,
learn how to market asking, “What does my organization
need, and who out there will meet
using Facebook that need?” At the same time, you
Pages. A lot of what must pay attention to the details, like
asking whether the joyful colors of a
you learn will apply particular photo are appropriate for
to Instagram as well, the tone you are trying to achieve for
your organization.
but there is also a
separate module for Perhaps most important, you will
learn how to use Facebook’s tools
Instagram that will for helping you track just how many
help you decide which people clicked on, shared, or bought
something based on what you
platform is best for posted. By the end of this module,
you’ll be ready to dive into the
your message. creative world of Facebook ads.
(Spoiler alert: the
answer is usually both.)
The big ideas in this
module are building
presence, creating
relationships, and
measuring the effect
of your marketing.

3
Module 2: Lesson 1

Introduction to
Marketing with
Facebook Pages
Social Media
Marketing How do I use my Page to spread
the word about my organization?
For small businesses, nonprofits, and You’ve already started to engage Over time you’ll use your Page
community organizations, Facebook your audience by creating different to build a strong presence for
can be one of the easiest and most types of posts that tell the story of your organization and to build a
popular ways to let people know they your group or business and that you relationship with your audience.
are there and to tell their stories. think will be of interest to visitors. These two things are the foundation
That’s step one. to marketing with Facebook Pages.
You’ll learn more about this in this
module.

Module 2 Lesson 1: Introduction to Marketing with Facebook Pages 5

Social Media
Marketing What does it mean to connect
and build relationships?
Social media is about being social— As people comment on your posts, You can also use Messenger to
that means connecting with people you can reply and make your own communicate directly with users.
and building relationships. Two good comments as well. This can spark You can invite people to message
ways to interact with your audience a conversation and engage even you with questions or you can
on your Page are through comments more people. respond to a comment someone
on your posts and directly through makes by using Messenger. Doing
Messenger. this creates more of a personal
connection for the user.

Module 2 Lesson 1: Introduction to Marketing with Facebook Pages 6

Module 2: Lesson 2

Build Your
Presence
Social Media
Marketing What strategies can I use
to engage the audience?
1 Offer Relevant, Interesting
Content
Offering your audience
interesting links to articles, other
videos, and events will keep them
coming back for more.

2 Pose Questions
A good question can generate
a lot of comments. Questions
get many more comments
than standard text-based posts.
Pose the question and ask
people to put their answer in the
comments.

Module 2 Lesson 2: Build Your Presence 8

Social Media
Marketing What makes an effective post?

There is no one formula for an

effective post. It will depend a lot on
An effective post: Asks for Engagement
A successful Facebook post has
your audience, your organization’s Has a Clear Goal a clear call to action. In other words,
mission and personality, and the The key to a successful Facebook it asks people to follow through in
goals you have for social media post is to start with a clear goal. What a specific way, using words such as
marketing. There are, however, do you want this post to do? Create “subscribe now,” “share your ideas,”
some things to keep in mind as you awareness? Encourage comments or “tell us what you think.” Think
create your posts. that build community? Get people about ways to connect people to you.
to share it? Get donations? If your Remember, the goal of engagement
post has a specific objective, it will on Facebook is primarily to build a
be much more effective. And that community and create an interactive
objective should be obvious. outlet of trust and sharing.

Has an Authentic Voice Isn’t Always Selling

People are your friends and fans Don’t make the mistake of making
because they like what you do. Your all your posts about selling or asking
voice should be true to your brand— your audience for something. Mix it
that is, to how you and your audience up with personal stories, interesting
really sound. If your audience is articles, and even humor. Post things
skaters, you should post like a skater, that you think your audience will
not a Wall Street CEO. enjoy and connect with.

Has Engaging Photos and Videos

We’ve said it before, posts with
photos and videos get more
attention. Use photos and videos that
tell stories of others who are working
with you, of events your organization
has, or of things real people are doing
at your organization. Images help
people connect.

Module 2 Lesson 2: Build Your Presence 9

Social Media
Marketing Activity:
Creating an Effective Post
Example 1

Discussion Question
What is the goal of this post?
You can choose one, two, or all three
of the options, then explain your
reasoning in a discussion
or in writing.
Create Awareness
Pique Interest
Get Customers

Answer
All of the above. Perhaps the primary
goal of this post is to get people to
donate (Get Customers), but by
adding information and a photo,
they are trying to pique the interest
of their community. They are also
using an educational message to
create awareness for the need for
getting students involved in scientific
industries.

Additional Questions
What does the “Donate” button
signal to you about the goal of the
post? What about this post will pique
someone’s interest?
Why does the post work to create
awareness about an event?
How might you do some of these
same things with a post for your
organization?

Module 2 Lesson 2: Build Your Presence 10

Social Media
Marketing Activity:
Creating an Effective Post
Example 2

Discussion Question
Identify at least 3 of the “5 things
that make an effective post” in
this post from Best Friends Animal
Society? What are they? How do
they make THIS post effective?

Additional Questions
What other things might they have
incorporated into this post?
How might you use these same
elements in your posts?

Module 2 Lesson 2: Build Your Presence 11

Social Media
Marketing Mini Challenge:
Create Effective Posts
Your task this week is to create 5–7 Some things to remember:
posts that will engage your audience
and help you begin to grow your Use the scheduler to help schedule
community. your posts for the week.

Have a clear goal for each post.

Be authentic.

And, above all, have fun! Social

media is fun. Enjoy it!

Module 2 Lesson 2: Build Your Presence 12

Module 2: Lesson 3

Connect
and Build
Relationships
Social Media
Marketing How do comments help make
connections and build relationships?
Comments are a good way to know Just as you post regularly, you A few important DOs:
that you’ve piqued someone’s should also monitor your posts
interest. When someone comments, for comments. (You’ll know you Make sure your Page allows others
they’ve taken the time to engage have comments if you set your to post and comment on it.
with you. notifications to notify you when
someone comments.) Answer all comments, negative
Use a comment to start a and positive.
conversation. Once someone takes Do your best to respond to all
the time to comment, it’s more comments, even the negative ones. Answer questions promptly.
likely that you can engage them in It lets your fans know you care
a conversation and that they will about what they say. Have fun! Try to draw them into a
engage with your posts again. conversation with you!

Module 2 Lesson 3: Connect and Build Relationships 14

Social Media
Marketing How do I use Messenger to
connect and build relationships?
Messenger lets you and your users Messaging Survey recently showed
connect and talk to each other that messaging ranked second Using Messenger opens up a lot
instantly. out of nine possible modes of of possibilities:
communication with business, and
800 million Facebook users have that 53 percent of people are more
access to Messenger and use it to likely to shop with a business they Users can ask you questions.
send and receive messages instantly can message directly.
You can ask users questions
everyday. A Nielsen’s Facebook privately.

You can answer questions directly

and resolve problems.

You can follow up on a specific

comment that someone has made.

You can build more personal

one-on-one relationships with
2 billion 53% some of your users.

Messages are sent between people of people say they are more likely
and businesses every month, both to shop with a business they can
automated and people-initiated. message directly.

56%
of people would rather message
than call customer service.

Module 2 Lesson 3: Connect and Build Relationships 15

Social Media
Marketing How do I use Messenger to
connect and build relationships?
Messenger lets you and your users
connect and talk to each other Using Messenger opens up a lot
instantly. of possibilities:

It may seem awkward at first to

message someone you don’t know, People can ask you questions.
but give it a try. You can ask people questions
privately.
You might be surprised by the
conversation you have and the You can answer questions directly
and resolve problems.
loyal fan you gain!
You can follow up on a specific
comment that someone has made.

You can build more personal one-

on-one relationships with people..

Module 2 Lesson 3: Connect and Build Relationships 16

Social Media
Marketing How do I manage my messages?

Here are few things you need to do This will probably be what you do
take advantage of messaging on at first. But you can also set up
Facebook. instant replies for when you are not
available. You can personalize the
First, be sure to enable messaging instant replies, and you can have
on your Page. You can do that from different replies for different kinds of
Settings on your Page. questions.

Second, as with comments, you’ll There are many other interesting

want to monitor your messages features that make messaging easier,
and respond quickly. especially as the number of users
on your Page grows, but they’re too
Facebook has several ways for advanced to cover here. Just know
you to reply quickly to messages. that they exist under the Messaging
One way, of course, is just to reply tab on your Page and you can
manually when you get a message. explore them later.

Module 2 Lesson 3: Connect and Build Relationships 17

Social Media
Marketing Activity:
Managing Your Messages
Let’s imagine your organization has Respond with a link to the Facebook Discussion Questions
set up a fundraising event. Details Page and let them know that all the
about time, place, what to bring, what correct information is there. How do you know when your time
to wear, and what will happen are on Answer: No—the person already took is being well-spent marketing
the Facebook Page. But the flier that the time to ask the question, and you on Facebook and when you are
was mailed out left off the address of want them to go to the event, so do spinning your wheels?
where it’s happening. not add another step for them. You
can provide the answer AND the link What are some ways you can
You are getting about 20 messages to the Page, but don’t make them maximize customer engagement
a day asking where it is. Which of the feel silly for not figuring this out on on your organization’s Facebook
following strategies should you use? their own. Remember with mobile Page?
users, Messenger is a separate app
Set up an automated response that, from Facebook.
regardless of the question, sends
them the address. Answer each message personally,
Answer: No—20 messages a day is providing not just the address, but
not enough to merit automation, and something nice about that particular
it will feel impersonal for those who person.
were asking about something other Answer: This would be great, but
than the address. maybe too time consuming if you
have more work to do on the Page,
Write a well-worded, friendly so it depends on your availability. It
response apologizing for the mistake is certainly a great opportunity to
in the flier and providing the address, engage more users and make them
then paste it into all of the messages feel personally connected to your
from people asking that question. organization.
Answer: Yes—even though you are
not personalizing each response,
you are providing what is needed,
and that will meet your members’
expectations.

Module 2 Lesson 3: Connect and Build Relationships 18

Social Media
Marketing Mini Challenge:
Building Relationships
In addition to posting often Use this opportunity to try different
throughout the week, your task is things—maybe post a photo as a
to start to build relationships with comment, maybe ask a question in
your audience. You’ll do this by a comment, maybe send someone a
monitoring your posts for comments link to another site via Messenger.
and, when when it’s appropriate
(like when they ask you a question), Also, use the week to get into the
send a private message. habit of monitoring your Page
regularly. You’ll want to be doing this
from here on out.

Module 2 Lesson 3: Connect and Build Relationships 19

Module 2: Lesson 4

Measure
Your Efforts
 Social Media
Marketing How can I measure how people interact
with my Page and posts?
Note: With Page Insights, you can learn Here is the information you can see Posts: Get metrics on individual
what posts people are engaging with Page Insights: posts
The Insights tab on your
Page does not show up with—or not engaging with—so Page views: See how many Page Page Likes: See how many people
until you have 25 Page likes. you can make informed decisions views you have liked your posts
about what content is having the Insights: Click here to view insight Videos: Get metrics on video views
most effect on your Page. These on your Page and to get the Page Followers: See who is
results will help you build your dashboard below following your Page
audience and get more people Actions on Page: See what actions Reach: Understand who you are
interacting with your organization people are taking on your Page reaching with your posts
through your Page. Followers: Get metrics on your
audience From the Dashboard you can dive
more deeply into the information.

Module 2 Lesson 4: Track Your Efforts 21

Social Media
Marketing How can I measure how people interact
with my Page and posts?
Reach This will help you learn which posts
See how many people saw your get the most attention, allowing you
posts, as well as how many liked, to create more of the kinds of posts
shared, and commented on them. that people will interact with.

Module 2 Lesson 4: Track Your Efforts 22

Social Media
Marketing How can I measure how people interact
with my Page and posts?
Page Views and location. Use this information to
Discover how many people are target different audiences or tailor
viewing your Page and what sections the images and videos in your ads to
they’re looking at. Then, get details their interests.
on your audience by age, gender,

Module 2 Lesson 4: Track Your Efforts 23

Social Media
Marketing How can I measure how people interact
with my Page and posts?
Actions on Page This will help you adjust your Page to
See what actions people are taking encourage people to take the actions
on your Page—including whether you want.
they are going to your website or
clicking on your call-to-action button.

Module 2 Lesson 4: Track Your Efforts 24

Social Media
Marketing How can I measure how people interact
with my Page and posts?
Posts how many responded with clicks
See a breakdown of how each of and reactions, and the type of post
your Facebook Page posts have so you can quickly analyze what’s
performed over time. You’ll see how working best.
many people each post has reached,

Module 2 Lesson 4: Track Your Efforts 25

Social Media
Marketing How can I measure how people interact
with my Page and posts?
People Page and how they found it. This can
Understand your audience with help you create posts for the best
aggregate information including response.
age, gender, and location. You’ll also
see when people are looking at your

Module 2 Lesson 4: Track Your Efforts 26

Social Media
Marketing Mini Challenge:
Measure Your Efforts
As you’ve worked on this module, Your task is to look at the Insights tab Write a short reflection on what
you’ve spent some time creating for your Page to try to understand you’re seeing with your Insights
posts, monitoring those posts for what’s working and what’s not. tab at this point. Then use this
comments, and engaging your information to inform the posts and
audience via Messenger. Now it’s The next step is to try to analyze why interactions you’ll have on your Page
time to use Facebook’s tools to see certain posts got a lot of likes and over the next week.
how it’s all going. certain ones didn’t. What patterns do
you see? What might you try again?
What might you change?

Module 2 Lesson 4: Track Your Efforts 27

Social Media
Marketing Get the Micro-credential

Congratulations! You have completed this module by:

Creating relevant and engaging posts of different types to build

your presence

Measuring and monitoring the activity on your posts through

Page Insights

Once you think you’re ready, you can With this micro-credential, you can We invite you to continue developing
submit your work for review to earn show employers and others that you your skills with the next module,
the Marketing with Facebook Pages have demonstrated the basic skills Marketing with Facebook Ads.
Micro-credential. Your instructor will needed to do some basic social
have instructions as to how to do media marketing with Facebook!
the submission.

28