Facebook 101 How Facebook Has Changed
facebook 101 How Facebook has Changed by Adriana Elmes (Owner of Ashtangasana)
Facebook Marketing can seem daunting. How do we get seen? How do we increase our audience? How do I increase my chances of posts building my business? If I spend all this time posting on social media, I want it to count! What is Facebook, Really? It is not a “Social Site”, it is a site to share content, also referred as a “User Generated” site. Social sites are where people communicate with each other through an exchange. Think Snap Chat, Tumbler, etc. But a User-Generated site wants the users to share information between users. Facebook wants you to use your feed as a newsfeed. They want you to stay on their site to access all information, whether through articles, videos, imagery. They don’t want you to leave by clicking a link and shifting to the New York Times website, or to YouTube. If you start looking at your Facebook business page as a kind of useful Magazine, you will be on the right track.
Facebook wants people to stay on their site, so provide information within your post. Avoid links to other sites such as YouTube. If Facebook sees links redirecting, they will lower your reach and visibility.
target your perfect customer. That is no longer the case. You can still pay for postings but you might not get your target customer and as a result have a significant amount of likes at first, but they then lose interest. As a result, those people stop engaging and then you through off the algorithm of effective postings.
Facebook rules Just like Instagram followers, friends are not really your contacts. Facebook connections are not truly yours. If Facebook disappears (highly unlikely), your contacts will disappear. Make sure you have another system to capture new contacts and create new leads.
How Do I Show I am Useful?
You must think about what you are posting. You must post quality content, you think your readers will find engaging. Make your content cool, fun, inspiring, solving a concern or problem for them. You can create small videos, post inspirational Also, you are a visitor on their site. Facebook has photos, create a slideshow of your studio, write rules (their algorithms) that you need to follow to on proper alignment with a little video demonbe viewed. It is also their site, they want their vis- stration. itors to find value in the content shared, as it enhances their usefulness to the users. The longer Posting Tips they have users stay on the site, the more value • Focus on Shareable content Facebook holds to the user. Thus, they want useful content to engage their audience. Post some• Create Videos thing interesting, useful and engaging. As Facebook gets to regulate what is seen on newsfeeds, • Long text so your post shows “see more”you need to post things they view is useful. Gallery Posts – more than 4 photos Who are my Friends?
• Look at what others are doing well. What posts work.
This has changed over the years. Facebook used to be for friends and family. It was used to stay up to date in each other’s lives. That is no longer the case. Someone might have 1000 “friends” but how many are truly their friend?
Posting Strategy •
1X a Day
• Check your Insights for best time to post for your audience
If we wanted to expand the reach of your posting, you would be able to pay for posts. You could define clear demographics so you could
•
2
Create a posting schedule
• 80-90% useful information
start replicating what your audience wants to see. Be consistent and your base will grow.
• 10-20% promoting your studio
Review Your Strategy
Sample Schedule
View every posting as though you are publishing an article. Make it Valuable to the reader
• Monday - Inspirational image
• Tuesday – Tips for a Pose- contraindica- Keep the reader on your posting, don’t direct off tions, alignment, posture with links • Wednesday – Promote something within Chose engaging content that creates conversaStudio tion, wants to be shared • Thursday – Anatomy Lesson
Videos or Gallery imagery
• Friday – Philosophy aspect
Long text to they click on “see more”
Must Look at Insights and Analytics!
Check your metrics and do what works!
How will you know if what you are doing is working? You must review your posting’s metrics. You need to know what triggers their algorithm, or Edge Rank. The more engagement the better your Edge Rank will be. But what represents engagement? These are listed as most to least effective:
For your business, you need intention and a strategy to have value in the reader’s eyes. This is not Instagram, where the viewer wants a pretty picture of a beautiful pose. You are a teacher, be a teacher in your postings. Share your knowledge and be a valuable source of information to your viewer.
1. Share 2. Comment 3. 3 Likes, Clicks to play (your video) 4. Other Clicks - opens or link clicks Quick Math Lesson on Determining if your Posts are Getting Engagement Post engagement = Total Triggers /Total Reach Reach/Total Fans = % audience reach Goal to have 10% reach
by Adriana Elmes (Owner of Ashtangasana) “Supporting the business growth of Yoga Studios.” yogastudiotraining.com
Intention in reviewing your analytics is to see what posts worked, what received engagement. Then, 3