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Posting to your Page strategically (for EdgeRank)


From:

Social Media Marketing with Facebook and Twitter (2009)

with Anne-Marie Concepción

Video: Posting to your Page strategically (for EdgeRank)

I'd like you to switch gears for a moment and go to your personal account on Facebook. Just look at your News Feed, like right here we're looking at Anne Smithson's News Feed. How many posts do you see in your News Feed that come from pages that you've liked? Now chances are very few. It's actually pretty rare for a page post to make it into the News Feeds of people that have liked that page. Here we see just one and it's just that this is my own page. It's interesting because most page owners think that every time they post something to their page, it's going to immediately appear in the News Feeds of everybody who liked them and that's why they're trying to get thousands of likes, so that their message can be viral but it's actually, not quite true.
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  1. 1m 3s
    1. Welcome
      1m 3s
  2. 22m 45s
    1. Understanding online marketing
      9m 12s
    2. Comparing Twitter and Facebook
      8m 38s
    3. Preparing for online marketing
      4m 55s
  3. 26m 10s
    1. Setting up your business account
      6m 45s
    2. Creating and applying custom backgrounds
      9m 1s
    3. Tweeting and following
      5m 21s
    4. Following Twitter's terms of service
      5m 3s
  4. 25m 46s
    1. Setting up your personal profile
      7m 42s
    2. Understanding the News Feed
      5m 47s
    3. Controlling access to your posts
      4m 48s
    4. Customizing privacy settings
      3m 30s
    5. Following Facebook's terms of service
      3m 59s
  5. 1h 5m
    1. Crafting follow-worthy Tweets
      8m 55s
    2. Attracting followers
      7m 41s
    3. Following the right people
      6m 10s
    4. Responding to mentions
      5m 40s
    5. Tracking keywords in the Twitter stream
      7m 8s
    6. Using hashtags
      4m 12s
    7. Getting Retweeted
      9m 7s
    8. Adding your Twitter feed to your blog or web site
      4m 51s
    9. Integrating a "Tweet This" feature into your online marketing
      4m 12s
    10. Measuring your impact
      8m 1s
  6. 2h 2m
    1. Touring Facebook Page timeline features and controls
      9m 49s
    2. Creating a new Facebook Page
      7m 50s
    3. Creating a profile picture
      8m 26s
    4. Designing a cover image
      7m 39s
    5. Creating a combined cover-and-profile image
      8m 43s
    6. Using the admin panel
      4m 26s
    7. Editing important Page settings
      7m 19s
    8. Adding and featuring Page admins
      6m 0s
    9. Customizing the apps bar
      5m 39s
    10. Posting to your Page strategically (for EdgeRank)
      5m 18s
    11. Pinning, highlighting, and adding milestone posts to the timeline
      6m 19s
    12. Managing spam by hiding and unhiding user posts
      6m 3s
    13. Using the Notes app for longer posts
      5m 43s
    14. Using Facebook as your Page
      4m 58s
    15. Adding favorite Pages to your timeline
      4m 9s
    16. Building an audience for your Page
      7m 22s
    17. Adding a Facebook Page feed to your web site
      7m 38s
    18. Analyzing traffic with Facebook Insights
      9m 8s
  7. 59m 23s
    1. Reducing your workload with social media management programs
      9m 27s
    2. Enhancing your Page with Facebook apps
      5m 53s
    3. Creating your own iframe app to customize your Page
      14m 55s
    4. Using a third-party iframe app
      6m 39s
    5. Adding a Like button to your content outside of Facebook
      6m 30s
    6. Advertising on Facebook with Facebook Ads
      12m 28s
    7. Advertising on Twitter with sponsored Tweets
      3m 31s
  8. 3m 59s
    1. Next steps
      3m 59s

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Watch the Online Video Course Social Media Marketing with Facebook and Twitter (2009)
5h 27m Intermediate Oct 16, 2009 Updated Apr 16, 2012

Viewers: in countries Watching now:

In Social Media Marketing with Facebook and Twitter, Anne-Marie Concepción shows dozens of ways to promote a company's brand, increase sales, engage customers, and drive site traffic using Facebook and Twitter. The course covers not only the fundamentals of social media marketing, but also the basics of creating a top-level online presence. From building Facebook pages to authoring SEO-friendly Twitter bios, the course dives into the details of both services and discusses how to maximize the impact of social marketing with third-party add-ons.

Topics include:
  • Understanding online marketing
  • Keeping business and personal accounts separate
  • Developing a marketing funnel strategy
  • Creating a branded Twitter page background
  • Optimizing tweets to help them go viral
  • Leveraging the latest Facebook features for pages
  • Managing your Facebook Timeline
  • Creating targeted Facebook social ads
  • Customizing Facebook pages with iFrames
  • Using Twitter and Facebook analytics to measure impact
  • Reducing your workload with social media management programs
Subject:
Marketing
Software:
Facebook Twitter
Author:
Anne-Marie Concepción

Posting to your Page strategically (for EdgeRank)

I'd like you to switch gears for a moment and go to your personal account on Facebook. Just look at your News Feed, like right here we're looking at Anne Smithson's News Feed. How many posts do you see in your News Feed that come from pages that you've liked? Now chances are very few. It's actually pretty rare for a page post to make it into the News Feeds of people that have liked that page. Here we see just one and it's just that this is my own page. It's interesting because most page owners think that every time they post something to their page, it's going to immediately appear in the News Feeds of everybody who liked them and that's why they're trying to get thousands of likes, so that their message can be viral but it's actually, not quite true.

Look at the very top of your personal pages News Feed. You see where it says Sort? Facebook is constantly changing this language up here, but if you click here you should see that it is not showing you the Most Recent Stories, it's actually showing you Top Stories, so it's showing you like highlights. What Facebook thinks would be most interesting to you based on the friends that you constantly talk back and forth within Facebook, who's group of likes or other friends has a lot of overlap with your group of friends. So there's this secret algorithm that's happening in the background that drives the Facebook engine in deciding which posts should appear in user's News Feeds.

You know, and even if you switch to Most Recent from Top Stories which I would say maybe two percent of Facebook users ever even bother doing, it is likely even then that they have so many friends that their page posts are not going to appear there. As an individual Facebook user, after you like a page, unless you keep going back to that page, it's really likely you're never going to hear from that page again. So I'm going to switch this back to Top Stories. Where does that leave you as the page owner? Well, first you have to try and drive people to your page to continue coming back to your page, if at all possible.

So you can't just rely on your page's posts blanketing the News Feeds of everybody who likes you. You have to use every method of marketing: HTML, newsletter, your podcasts, your display ads have to drive people to your page. They have to have a reason to get there. But if you remember from the very first chapter in this title, I said if you can get your post to appear in your user's News Feeds, then they will like or comment or share those to their own friends, and that's where the viral nature of Facebook really comes into force.

How can you increase the chances that your page posts will appear in the News Feeds of the people who have liked your page? That's called EdgeRank. You need to increase your post's EdgeRank. EdgeRank is the name of the algorithm that Facebook uses to decide which posts appear in the News Feed under Top Stories. EdgeRank is comprised of three things. Let's look at back at Bliss Number 5's page. It's posts and this not one of those exciting posts here. Let's look at somebody else's post.

Let's look at our friends at Cupcakes-A-Go-Go. The people have 3,000 some likes. EdgeRank is based on three things. One is recency. What is the chronology of when they posted? So of course, more recent posts are likelier to appear at the top of the News Feed than older posts. Number two is affinity. How often do you interact with each other? You'll find as your page matures, that the same group of people seem to be posting and commenting on your page. It is very likely then that your posts are appearing on their News Feeds because they have a lot of interaction with you; that's affinity.

And third is called Edge Wait. Facebook really likes posts that have pictures or that have videos or that have links, but definitely pictures and videos are much more powerful. Facebook wants users, when they go to their Facebook page, to see a page full of really cool looking images and interesting posts and links and not just boring status updates. So if we scroll through Cupcakes-A-Go-Go page you can see that almost every one of their posts features one of their products with a story that goes along with it.

Now what if you don't sell products? What if you're a computer consultant or something like that? You could always find some sort of tie-in to a video on Youtube that you can link to or maybe a picture from istockphoto or from Flickr that you're allowed to use, something to illustrate the story that you're trying to post, so that's a way to increase your EdgeRank. To increase your affinity the amount of interaction that users have with your posts, try and post the occasional story or frequently post requests for action.

Have them comment on what is their favorite aspect of your business, or who do you think should win: A or B? Ask for opinions, try and get comments from the people who are viewing your posts, whether in their own News Feeds or on your page. You can even use to Ask a Question that lets you create a little survey on the fly that people can vote on, and then they can also add a comment. So keep that in that mind as you are actually posting stuff on your page, to try and increase your post's EdgeRank. Make it frequent, encourage interaction, and try to always include an image, a video or a link.

Find answers to the most frequently asked questions about Social Media Marketing with Facebook and Twitter (2009) .


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Q: This course was updated on 4/16/2012. Can you tell me what changed?
A: This course was updated to reflect the introduction of the Facebook Timeline, the new way Facebook organizes the posts, photos, and shares on your page, and the ability to extend your social media marketing campaign on Facebook with new tools such as Social Ads (paid advertisements which display your ads when a user takes an related action, like becoming a fan of your business or sharing their location when they visit it) and the iFrame app, for increasing your fan base controlling how content is shown to non-fans.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
 
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