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M O D U L E 6 .

F A C E B O O K1 0 1 C O N C E P T
S

Digital Advocacy Center Training


G O A L S O F T H I S T R AI N I N G
Where

After this training, you should have a


strong understanding of:

1 Why you should use Facebook

2 How to use Facebook

3 How to grow your following

4 to find sample Facebook posts


REVIEW:
RULE OF T HIRDS (R EF E TO MODULE 5 )
R

MY MY OUR
ORGANIZATION FRIEND SHARED
S INTERESTS
C O N T E N T CA LE N D A R (RE FE R TO MODULE 5 )

WHAT IS IT?

A content calendar is
a way to plan and
organize your social
media content ahead
of time to make sure
you’re following best
practices (high quality,
balanced, consistent).
WHY FACEBOOK?

W O R L D P O P U LA T I O N
S
1 FACEBOO 2 CHINA 3 INDIA 4 TENCENT 5 WHATSAPP
K

UNITED
6 GOOGLE 7 LINKEDIN 8 STATES 9 INSTAGRAM 10 TWITTER
+
WHY FACEBOOK?

Decision Makers &


Key Opinion Leaders
You can use
Facebook Traditional Media
posts to
engage
differently
Public Awareness
with each of
these groups

Public Action
DECISION MAKERS AND KEY
OPINION LEADERS

This high performing post


asks president-elect
Rodrigo Duterte to
continue his anti-smoking
policies.
TRADITIONAL MEDIA

This Facebook post


shares an article from
DNA India that the Indian
government may ban
smokeless tobacco.
P U B L I C AWA R E N E S S

This high performing post


shares the fact that for
every tobacco-related
death, 30 people live with
tobacco-induced disease
and disability.
P U B L I C ACT I O N

This high performing


Facebook post asks
followers to sign a petition
supporting 85% graphic
health warning labels on all
tobacco packaging.
WHY FACEBOOK?

Opportunity to both raise awareness and


garner public action around your issue

THE BIGGEST
ADVANTAGE IS THE Get people advocating on
your behalf
PEER-TO-PEER
ENGAGEMEN : T
Ability for your message
to go viral
WHERE PEOPLE FIND
YOUR CONTENT

90% of people will see Due to so much content on The more your followers like,
your content in their the platform, Facebook has comment and share your
newsfeed --not on a visit a formula that decides who posts, the more people will
to your Profile Page sees what, which is based see your content, follow you
on engagement and ultimately take action
TYPES OF POSTS

1 Video 4 Links

2 Photo album 5 Text-only

3 Photo 6 Event
QUICK NOTE ABOUT
POSTING LINKS

● BAD ● GOOD
EXAMPLE EXAMPLE

● Delete URL after the article,


image and title pull through

● Don’t change the image or


title, although you’re able
to. If you leave it as-is,
Facebook will give your
post further reach
GOOD FACEBOOK POST
EXAMPLE: NEWS ARTICLE

Stand Alone

Spelling and Grammar

Short Status

Stellar Image

Short Link Title Description


GOOD FACEBOOK POST
EXAMPLE: IMAGE

Stand Alone

Spelling and Grammar

Short Status

Stellar Image
GOOD FACEBOOK POST
EXAMPLE: VIDEO

Stand Alone

Spelling and Grammar

Short Status

Stellar Image
GOOD FACEBOOK POST
EXAMPLE: INFOGRAPHIC

Stand Alone

Spelling and Grammar

Short Status

Stellar Image
GOOD FACEBOOK POST
EXAMPLE: STATUS

Stand Alone

Spelling and Grammar

Short Status
T Y P E S O F E N GAG E M E N T S

1 Shares 4 Clicks

2 Comments 5 Video views

3 Likes
LISTENING AND ENGAGING

Social media isn’t just about posting your message. It’s


about listening to your audience and one-on-one
engagement.

BEST PRACTICES

Check your page each day to read and


1
engage with fans

List out groups that you should follow


2
○ Decision makers, influencers, doctors, etc.

3 Check Trending content and engage


MANAGING COMMUNITY COMMENTS

As social media is a two-way communication tool, you need


to be prepared to answer community questions and
comments.

BEST PRACTICES

Post your “house rules” to establish guidelines


1
for community members and communicate how
you’ll handle situations

Respond to all comments


2
○ A “like” is a form of responding

3 Know when to delete


RESPONDING TO NEGATIVITY

While we shouldn’t engage with “trolls,” we should be


prepared to respond to other comments.

BEST PRACTICES
Delete: Delete any comments that are threatening, contain
1 offensive language, spam, or intentionally false information
○ Consider blocking frequent offenders

Acknowledge: If the issue is sensitive, respond with


2 compassion and keep it very simple:
○ “We understand your concern and thank you
for your comment.”

3 Educate: Does this person have misinformation?


Set the facts straight and move on.
HOW WOULD YOU RESPOND?
HOW WOULD YOU RESPOND?

Delete
HOW WOULD YOU RESPOND?
HOW WOULD YOU RESPOND?

Acknowledge
HOW WOULD YOU RESPOND?
HOW WOULD YOU RESPOND?

Educate
THREE STEPS TO BUILD
YOUR FOLLOWING

1 Make your VOICE heard by


following Facebook best
practices

2 Proactive and passive


invitations

3 Find and initiate


conversations
FOLLOW FACEBOOK
BEST PRACTICES

Consistency: Post
every day
Optimize based on
data (time of day, 4
past engagement) 5
2 Engagement:
Respond to 100% of
follower comments
3 within 24 hours
1 In a few words: ~200
characters or less
Visual: Include a
photo or graphic
with each post
PROACTIVE AND PASSIVE
INVITATIONS

PROACTIVE PASSIVE
INVITATIONS INVITATIONS

1 Invite your personal Add to your website


Facebook friends

2 Email partners and supporters Promote at events

Add a link to your email


3 Ask KOLs to share
signature
FIND AND INITIATE CONVERSATIONS

Trending Topic on Facebook Post when relevant


FACEBOOKLIKES ARE
VANITY METRICS

1 2 3
Can no longer rely on free Organic reach of Facebook Likes does
exposure of content to campaign content is not correlate to
your followers (organic) less than 5% of a meaningful exposure
campaigns followers or engagement with
(historically for content
Facebook was 15-20%)
F A C E B O O K ALG O R I T H M HAC K S

1 2 3 4
Use photo albums Post video directly to Engage in trending “Boost” one post per
Facebook instead of content/topics week, does not have to be
linking from YouTube a large investment of
advertising money
FINDING CONTENT IN THE
D I G I TA L A D V O C A C Y C E N T E R
SAMPLE FACEBOOK POST

This high performing


Facebook post
encourages tobacco
control advocates to
join the fight against
tobacco.
A TY P I CA L S O C IA L M E D IA
MA NA G E R ’S W E E K

MONDAY Monitor, Respond, Seek Opportunities 3x’s/day Outlining calendar once per month

TUESDAY Monitor, Respond, Seek Opportunities 3x’s/day Write copy for next week (M-S)

WEDNESDAY Monitor, Respond, Seek Opportunities 3x’s/day Create/curate images for next week

THURSDAY Monitor, Respond, Seek Opportunities 3x’s/day Schedule and review posts (F-Th)

FRIDAY Monitor, Respond, Seek Opportunities 3x’s/day

SATURDAY Monitor, Respond, Seek Opportunities once a day

SUNDAY Monitor, Respond, Seek Opportunities once a day


HOW OFTEN SHOULD YOUR POST

The main goal behind a Facebook page is to grow your


followers and engagement. In order to do this, you should
follow these guidelines:

Post 15- 20 times per week. Facebook insights Insights will also tell Remember to measure
Not all content needs to be (MODULE 8) will tell you you what kind of the growth rate of your
original so you can use the when to post and you can content performs page using insights
Digital Advocacy Center’s use this information to well on your page, and optimize your
“Sample Posts” and “Popular schedule your content in which is very useful posts to maximise
Posts” sections to populate advance in the curation reach and
your facebook page with process. engagement.
great content.
S C R E E N S HA R E : U S I N G YO U R C O N T E N T
CA LE N D A R
EXERCISE: ADD POSTS TO YOUR
C O N T E N T C ALE N DAR
You have now completed MODULE 6.1 of 12 of Track 1.
NEXT STEPS You can move on to Module 6.2 or go back and finish any modules you
: have not yet completed. Module 0 is compulsory.

Use this table to navigate through the remaining Track 1 modules


TRACK 1: MODULES STATUS
0: IS YOUR ORGANIZATION DIGITAL READY?
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
2: HOW TO DESIGN A DIGITAL CAMPAIGN
3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN
5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
6: HOW TO CREATE & USE A FACEBOOK PAGE 50% COMPLETE
7: HOW TO CREATE & USE A TWITTER ACCOUNT
8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
9: HOW TO USE FACEBOOK INSIGHTS
10: HOW TO USE TWITTER ANALYTICS
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL
THANK

YOU