Facebook For PR ProsHeidi Sullivan, Vice President, Global Media Research@hksullySabina Rosander, Online Community Manager@CisionUK

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Welcome to today’s Cision webinar

Agenda:

Managing Facebook team responsibilities

Connecting with journalists and influencers on Facebook

Tips for increasing your presence

What to monitor and how to measure on Facebook

Q&A

Speakers:

Lucy GriffinMarketing Manager

Heidi SullivanVice President, Global Media Research

Sabina RosanderOnline Community Manager

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Get involved…

Your control panel

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Webinar #CisionUKFollow us!

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Like us on Facebook!

Section DividerA Few Facebook Changes…

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Facebook’s New-ish Features

Revamped Friend Lists

Real-Time News Ticker

Subscribe Button

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The Impact of the Timeline on PR & Marketing

Greater impact over longer time

More visibility for Facebook Apps

Brands associated with your digital life

Section DividerManaging Facebook Team Responsibilities

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One Key Admin or Many?

PROS

Consistent Voice

Ease of Maintenance

Simple Decisions

CONS

Risk of Knowledge Loss if Admin Leaves

Need Back-up for Off-Hours & Holidays

PROS

Multiple Viewpoints

Knowledge Transfer

Less Time Commitment

CONS

Responsibilities Management

Inconsistency

Flying Solo Teamwork

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Develop Facebook Team Guidelines

Assign responsibilities/schedules

Outline how to handle complaints/crises

Create a strategy for building community & cultivating relationships

Highlight how competitors should (or should not) be addressed

Determine how transparent & personal posts can be • What’s off limits?• How does this add value?• Who is our community?

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Try a Facebook Management Tool

Easily assign posts

Track comments & responses

Manage across platforms

Schedule posts

Section DividerConnecting with Journalists & Influencers

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News organisations are making their content more social.

The distinctions between journalists, bloggers and online influencers are melting away.

Social sites now rival search engines as directors of web traffic

For communications pros, news and social content are now one and the same

Facebook now drives more traffic to

PerezHilton and the Huffington Post

than Google does. WebProNews, May 2009

In just over 2 months the Guardian’s

Facebook app has been installed by

nearly 4 million users generating

almost a million page impressions

every day. Andrew Miller, CEO, Guardian Media Group

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1% of any population will be active

content creators

9% will be participants

90% will simply "consume" that content online

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Facebook Encourages Journalists to Seek Sources

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Cultivate relationships with journalists

Promote events to the media via invitations

Find opportunities to be a source

Stay on top of the latest news

Authentically comment on news stories & questions

Send traditional “pitches”

Message journalists’ private pages unless you have an established relationship

Post your news on a media outlet’s Wall

Use Facebook to… But not to…

Section DividerManaging Customer Services

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A few guidelines

Respond quickly & cordially

Be proactive

Check spelling & grammar before posting a response

Don’t use “I” statements

Avoid This….

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Strike a conversational tone

Find your “social voice”

Don’t post robotic response to your fans’ personal questions

Personalise messages and write like a real human

Make sure the tone and language match the culture and promise of your brand

Respond quickly and cordially

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To delete …

… or not to delete

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Turn fans into advocates with negative postings by building a community

Section DividerIncrease Your Presence & Engage

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Social media optimisation and engagement

External

Best time to post

Provide consistent content

Encourage comments and likes

Share videos and photos

Internal Understand EdgeRank Be visible Analyse and measure

engagement Be active while your fans

are Show personality

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Why should you care?

Over 500 million active users

50% of active users log on to Facebook in any given day

People spend over 700 billion minutes per month on Facebook

Average user is connected to 80 community pages, groups and events

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Tips and Tricks

Don’t just talk about yourself

Ask a lot of questions

Acknowledge and engage both the negative and the positive comments

Make it about your fans

Get community input

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Tesco: Engaging Fans & Responding to Complaints

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EA Sports FIFA: Sneak Peeks Engage Community

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SteelMaster Buildings: Bring your product to life

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What can lead to Unlikes?

Section DividerMonitor & Measure

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What you should be monitoring

Trends that created feedback and spikes in impressions

What type of comments and/or content cause an increase in engagement

What events and/or content lead to an increase of likes

What messaging lead to unlikes

Demographics of your fan base

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Facebook InsightsFacebook Insights provides Facebook Page owners and Facebook Platform developers with metrics around their content.

By understanding and analysing trends within user growth and demographics, consumption of content, and creation of content, Page owners and Platform developers are better equipped to improve their business with Facebook.

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Questions? #cisionuk

Submit a question here

Heidi Sullivan, Vice President, Global Media Research

@hksully

Sabina Rosander,Online Community Manager

@CisionUK

Thanks for joining us!

Get in touch…

Tweet us: @CisionUK

Facebook: facebook.com/CisionUK

Email us: info.uk@cision.com

Call us: 0800 358 3110

Visit us: uk.cision.com