Ashley Northington is determined to help people, organizations

and brands share their stories with the world. She is an award-

winning public relations consultant, entrepreneur, writer and media

connoisseur. She is the founder and director of the boutique public

relations firm,

DENOR Brands & Public Relations.

A S H L E Y N O RT H I N G TO N . C O M

We’re here to learn how to

in a way that allows you to

LEVERAGE FACEBOOK

Your Personal Account should be used to

connect with family, friends and others you choose

to allow access into personal moments in your life.

You can use your personal account to connect

with professional colleagues, clients, and partners;

but, you must be mindful about the types of

content you post.

Your Business Fan Page should be used to

connect with business partners, customers and

others in your ideal audience.

Use this page to post meaningful, engaging

content that leads your audience to do business

with you.

Tell me how you want to leverage Facebook to

connect with your ideal audience. Will you use a

personal account or business fan page?

A S H L E Y N O RT H I N G TO N . C O M

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Set up your personal account

and/or business Facebook page, if

you don’t already have one.

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The key to leveraging Facebook (or any social platform) is to create

engaging content that connects with your ideal audience in a meaningful way.

One way to leverage Facebook is to

use keywords to identify important

conversations, key people, ideal

clients and meaningful groups.

Write down three or four keywords that are related

to your industry or profession.

A S H L E Y N O RT H I N G TO N . C O M

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Use those keywords to find

groups, conversations and people

in your ideal audience.

Wall posts with photos

get a 39% higher

interaction rate

Posts with emoticons

get 52% higher

interaction rates.

Posts with 80 characters or less

get 23% higher

interaction rates

Posts that specifically ask

for shares receive

7X more shares.

Posts that contain questions

generate a 92%

higher comment rate.

Posts with a

“Caption this….” strategy

generate a 5.5X

higher comment rate.

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KA

DAILY CONTENT

WEEKLY CONTENT

MONTHLY CONTENT

QUATERLY CONTENT

YEARLY CONTENT

Examples: Post a status update, share a

news article or blog, pose a question on

Facebook, post a photo quote

Examples: a blog post, a how-to article, a

series of blog posts, a video

Examples: Profiles, video interviews, online case studies,

archive your presentations to SlideShare or Scribd and

share the link, e-newsletter, podcast, customer success

story, online magazine

Examples: a webinar, an ebook, a white

paper or special report giveaway

Examples: a conference, live or virtual event (record the

sessions to repurpose as blog posts or videos later), annual

white paper/ebook, annual report, annual “guide to xyz”

Write down the types of content you think

you’d like to post on Facebook.

A S H L E Y N O RT H I N G TO N . C O M

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Develop your first piece of content. For

example, if you want to share your own

blog post, write your first blog. Or, if you

want to share a picture quote, create it.

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Set your vanity URL – a customized domain on Facebook. Instead of

facebook.com/e2434h394oij you can get facebook.com/yourname.

You will receive friend requests from people you know professionally. Be mindful of

the posts you want them to see. If you don’t want them to see all your pictures and

videos, you can choose to hide them from all users except for a list or your

choosing. Or you can create different groups of friends which will have different

access to your full profile.

SET YOUR VANITY URL

You want to appear fun, but you also want to appear

professional. If you would be embarrassed if a business contact

viewed your profile picture – change it! Even though it’s your

personal account, you don’t want to do anything that is harmful

to your personal or business brand.

Fill in your work history and other professional

details on your profile. You don’t have to be as

detailed as LinkedIn, but it is important for you to

have basic information down.

Update your status with something useful and informative.

This could be an article about your industry or business in

general or a quote from thought leader.

Drop Farmville, Mafia Wars and any other games you are

active in on Facebook. You don't want a potential customer,

employer, investor or partner to see that you spend your

time playing a lot of games. Plus, it’s annoying.

Create an event on Facebook and invite your friends to

join. By developing events around your specific skills and

interests, you will position yourself as a leader in your

field which is critical for your personal brand success.

HOST AN EVENT

There is power and information in groups. Done

correctly, Facebook groups allow you to connect you

with potential partners and your ideal client. There is a

huge opportunity to listen and learn. You can join a

group or start your own!

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Join my group! This is how you will be able to

access these slides later.

A S H L E Y N O RT H I N G TO N . C O M

https://www.facebook.com/groups/LiveYourBrand/

To join the group: In the search bar, type in the words:

#LiveYourBrand. The group name should appear in the

dropdown menu. Select #LiveYourBrand. You will be

prompted with directions on how to request to join the

group. I will approve your membership.

’

Make it easy for your

audience to find you. Set a

unique URL so that your

audience can locate you in

a snap.

Go beyond promotional updates to

share quality content on topics vital to

your audience’s interests. Set out to

enlighten, sharing information that

demonstrates your expertise and

establishes you and your brand as an

industry authority..

SET YOUR VANITY URL

Create an event on Facebook and invite your friends to join. By developing events around your specific skills and interests, you will position yourself as a leader in your field which is critical for your personal brand success.

Like other pages that have high levels of interaction with their fans. Determine the types of content posted and see if it works for your audience..

CREATE AN EVENT

Test engagement for different times of the day. A lot of companies post on Facebook only during traditional business hours. But what if your constituents are mostly abroad? How about those night owls? Tap into your inner scientist and experiment by posting on your Facebook feed during different times throughout the day (and night).

Launching a new product? Deciding

on a new design? Ask your fans for

their input and actually act on their

feedback. Whether you ask them to

vote on a new logo or product color,

use their input to reasonably guide

the direction of your next business

decision. Not only will it increase

your audience's brand loyalty, it also

helps you get a sense of what your

fan base wants..

Facebook allows businesses to pick one post to be featured at the top of your page. So whatever information you're trying to push, be it a sale or promotion or event, be sure to anchor it to the top of your timeline. To do this, click the down arrow at the top left of your post and select “Pin to Top.” These pins are a great way to highlight your most up-to-date posts.

Facebook milestones don't just have to be about relationship updates or graduations. Highlight your company's accomplishments, whether it's an anniversary, meeting a fan growth goal or launching a new product. You can create a milestone in the status update box, then fill in information such as date and location. Be sure to add a picture with each one! .

PIN A POST SET A MILESTONE

Leverage social media

advertising by highlighting

your most important posts. For

mass messages or offers, you

can try purchasing an ad and

targeting it to your ideal

audience.

Make sure your ideal audience

sees your content by purchasing

an ad through Facebook so that

the platform makes your content

makes your content visible to more

people. You can target ads to

people in different countries, age

groups, etc..

BOOST A POST RUN AN AD

Find out what posts perform best for

your audience by checking the

detailed data on your Insights page.

CHECK INSIGHTS

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DENOR Brands & Public Relations700 Craighead Street, Suite 107

Nashville, Tennessee 37204

Office: 1.855.809.6697

Email: info@denorbrands.com

Twitter & Facebook: @ashnorthington | @DENORPR

ashleynorthington.com | denorbrands.com