Lecture 3
Create content,
Foster engagement,
Launch campaign
Plan your social media strategy
Define your social media goal
Decide your target
audience
Plan
your
social
media Decide on your social
Launch Campaign strategy media platform
Foster Engagement Know your competition
Create Content
Best practice
About section. Is all info
kept up-to-date & relevant?
Profile picture & cover
photo. They are small but the
1st visuals visitors see
Images are of high quality
Update cover photo regularly
Include calls to actions
Call-to-Action
Examples
Other CTA buttons
Best practice
Adding Photos & Videos
Organise photos into albums
Add a featured video
Best practice
Integrate Facebook into your
website. Facebook provides
free plugins
Announce Facebook page link
in your other social media
platforms
Include your social media
links on your business card,
email sign off, newsletter
How can a visitor
interact with
Your Post or Page
From Facebook:
Best practice
Avoid promotional phrases
Plan ahead. What is the type
of content to be posted, post
on which social media sites,
who is creating the content
and when to post it?
Content Calendar
Template
1. CoSchedule
2. Content Marketing Institute
3. Convince and Convert
4. Hubspot
5. WebpageFX
Best practice
Post timely content. Is there
any current news, trend or
up-coming
event/holiday/festival that is
relevant to your company and
deserves coverage?
Post timeless content. Do you
have any content that will
always be relevant to
visitors?
Keep your post short, include
Best practice
If you have the same thing to
be posted on multiple social
media sites, tailor the
message for each sites before
posting.
Create platform-exclusive
content regularly. This gives
audience an incentive to follow
and monitor your company in
that social media channel
Make it a 2-way conversation
with your customers!
Ask for feedback
Track your posts and Reply
to all comments
Track the posts people make
on your page and Respond (eg
Like, Comment etc)
Best practice
Target your post . Do you want
a specific group of audience to
see your post?
Gender
Age
Location
Interest
Educational status
Relationship status
Language
Best practice
Schedule your post . You can
pre-schedule it to publish at a
later date. You can also
specify a time that most
visitors are online.
Best practice
Pin your post , if you want to
highlight this specific post.
If your company is running an
event (open house, sales,
concert, book signing etc), use
Facebook event to help connect
to your audience
Best practices
Facebook milestone. A way to
showcase all the important
things that has happened to
your company
When was the company founded?
Opening of a new branch
Anniversary celebration
Launch of a new
product/service etc
Company’s
anniversary
Reached 10
million users
in Brazil
Won 2015 Webby
Award
Best practices
Boost your post. A way for
your post to reach a larger
audience and that audience can
be your existing fans or anyone
on Facebook
Best practice
Facebook ad campaigns
What is your advertising
objective ?
Understand Facebook
Advertising structure
Identify your target audience
Set your budget & schedule
Create your Ad
Examples of Facebook Ads Types
Page Post Engagement. This type of post
drives awareness and engagement of your
message. You can include an image, a link,
video or just text.
Offer Claims. This type of post encourages
people to claim a special discount or
promotion. It has a Get Offer button.
Facebook Ads Types
Page Likes. When people Like your page, it
will show in their list of Likes, and their
friends may also see that they have Like you
through a story in the News Feed.
App Installs. This type of post encourages
people to get your app. It has a Use App
button.
App Engagement. Similar to App Installs. It
has a Get App button
Facebook Advertising Structure
Campaign
Ad Sets Ad Sets
Ads Ads Ads Ads Ads Ads
Your target audience
