Facebook Marketing: An Hour a Day.

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Month 2: Establish Corpo

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or anecdotes for this information. if you get into a habit of recording the data for out-

comes, you’ll have a great resource that you’ll use in a variety of ways you can’t pos-

sibly predict in advance. we’ll talk in more detail about creating useful analytics for

monitoring and measurement in Chapter 9, “the analytics of Facebook.”

Rising Tides Raise All Boats

As your numbers grow, you’ll probably notice more and more interaction on your proper-

ties. This is a great thing—congratulations! But remember that with increased numbers, you

should expect increased interaction. Hold yourself to higher standards as you generate a larger

following.

Friday: Fill Your Presence with Content and People

all week, you should have been gradually adding content to your presence according

to the editorial policy and cadence that you set previously. a Facebook presence that is

not maintained on a regular basis runs the risk of losing supporters. sure, it’s difficult

to maintain something that is so public, but it’s key to your success.

You’re really looking to fill the presence with content so you don’t have white

space in the wall and other places where people will be viewing your presence and

making judgments about your organization. the minimum bar here is to fill available

space with information and to do so often enough to communicate that you’ve made a

commitment to the presence and that it is valuable. in most cases, you’ll need to answer

the basic organization profiling questions on the info tab, and you’ll need at least half a

dozen pieces of content, status updates, videos, links, and so on, on your wall.

after you’ve achieved the minimum bar, you’re ready to tell more people about

your Facebook presence. this would be an appropriate time to invite people—employ-

ees, partners, friends, family, and so on. Just as with content, you’ll need supporters

for your presence to communicate to other people visiting for the first time that you

are relevant and interesting. the more people you have willing to associate with your

organization, the more it appears to be a seemingly unbiased third-party endorsement

to strangers and other people who you’ll also need to be successful.

Week 4: Monitor and Modify the Plan

Week 4: Monitor and Modify the Plan

at this point, your project should be in full swing. You’ve picked the means of inter-

acting with your customers (page, profile, and/or group), and you’ve started posting

content to fill out your presence. You have an editorial understanding, you have a

voice, and you are committed to posting content on a regular basis to keep your cus-

tomers happy and informed. although you are only a week or two into the campaign,

the only things you haven’t done are Facebook advertising and detailed reporting/

what about Youtube you ask? well, at this snapshot in time you will need to

share Youtube videos as a link. interestingly enough, Youtube videos that are shared

within Facebook can play inside the Facebook profile or fan page. so, a user doesn’t

have to go outside Facebook to see a video that is shared. how nice of Facebook!

Youtube provides significant search engine optimization benefits, so this is an excellent

way to optimize your presence and links of different types across popular web proper-

ties. people can still “like” or comment on your Youtube videos just as they can “like”

or comment on other links you share.

Thursday: Experiment with Content

Experimentation is key throughout any internet marketing project, but it’s particularly

interesting early in social media marketing. why? because when you start, you have

no idea at all exactly how customers will react to you. the beginning is in some ways

the scariest part of the project whether you are a marketing manager, a consultant, or

just a friend giving free advice. You’ve sold the benefits of social media, and you’ve sold

people on your abilities. You probably also showed examples of successful companies

and how they were able to succeed with social media. if management has agreed to a

project, they’re probably expecting it to produce.

don’t fret—the answer lies in truly becoming expert in how the little things you

do impact performance as measured by fans, friends, and so on. For example, you can

learn the following:

•    what happens when you post a link/photo/video/note?

•    how do customers respond differently to different types of content?

•    how often should you post new content?

•    how do customers respond to unique content that is unavailable anywhere else

on the web? is the response different from when you post content that exists on

your website? third-party content?

•    are customers disappointed if you don’t post an update frequently enough?

as measured by the following:

•    increase/decrease in fans/friends/followers/group members

•    sign-ups to a newsletter or other lead generation mechanism

•    number of comments

•    number of “likes”

•    increase in traffic to your website

•    increase in referrals from Facebook.com web pages to your website

remember that every action you take has a reaction from your customer base.

the best practice for capturing this information is to keep a spreadsheet with details

on what you post and outcomes over the subsequent 24 hours. don’t rely on memory