Mayo Clinic Social Media Residency: Facebook Best Practices
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This document provides best practices for using Facebook for business purposes. It covers preparing a Facebook page by aligning goals with marketing objectives and deciding on the target audience. Content strategies are discussed such as developing categories for posts, using visuals, and considering mobile formatting. Engagement tips include monitoring the page, responding to comments, and using page roles. Facebook advertising options like boosting posts, promoting the page, and demographic targeting are also reviewed.
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Mayo Clinic Social Media Residency: Facebook Best Practices
- 2. 5 Things We’ll Cover 1) The 3 faces of Facebook 2) Preparing your Page 3) Content to Post 4) Monitoring/Engagement 5) Advertising
- 5. Groups vs. Pages? Which to use? Page: Posts on behalf of company Used to promote company/brand Cannot share/store files Always public…cannot be private Group: Posts on behalf of self Used for community within a defined group Can share/store files Can be public or private Can interact like “Friends” without being “Friends”
- 7. Preparing Your Page Align goals with marketing objectives Your audience? Current patients? Potential patients? Both? Decide: hospital page vs. service line page Commit resources Use high resolution logo and header photo Get yours! Facebook.com/YourNameHere
- 9. Claim your name at Facebook.com/Username
- 10. Great Profile and Cover Photos
- 11. Who are you?
- 12. Call-To-Action
- 13. Call-To-Action
- 14. Content to Post Develop a strategy for posting. Create categories of what to post Have a content calendar Use page insights for timing Create share-worthy posts Be brief Remember, yours is not the only time zone.
- 15. Best Practices Create categories to organize content strategy. Health and wellness tips Treatment options (video, blog, website) Research updates (clinical studies, published studies) News (within your organization) Patient Stories Health events in the community
- 20. Content: Seeing is believing…
- 21. Results: Look beneath the surface…
- 22. Best Practices Maximize content impact by using visuals: Use photographs with post Catches attention More Likes, Comments, Shares!
- 23. Photos: Go Big or…
- 24. …go home.
- 26. Best Practices Pay attention to sizing specs: Facebook.com/PagesSizesDimensions
- 27. Targeted Posts
- 28. Monitoring / Engagement We post this:
- 30. Monitoring/Engagement So we do this:
- 31. Understand Page Roles for Managers
- 32. Monitoring/Engagement Quick tips: At least 3 admins (don’t get locked out) Someone in charge of monitoring Reply in timely manner (within 24 hours) Like comments; say “thank you”
- 33. Don’t “like” your own posts
- 34. Facebook Reach Organic: your fans who initially see your post Viral: fans share your post – and it takes off! Paid: $$$
- 35. Organic Only a small percentage of those who like your page will see your posts organically: April 2012 – 16% February 2014 – 6% December – 1-2%
- 36. Ways to Pay-to-Play 1) Boost Post 2) Promote Page 3) Send to website
- 37. Facebook Advertising Set budget Cancel at any time Geographically target
- 39. Boost Post
- 40. Track Analytics
- 41. Boosted Post: Desktop Preview
- 42. Boosted Post: Mobile Preview
- 43. Promote Page or Website
- 46. Track Analytics
- 48. Final Tips and New Stuff There’s a mobile app dedicated to interacting with Facebook Pages Built-in image editor/filters
- 49. Final Tips and New Stuff Pinning posts to top of timeline You can embed Facebook Posts (blogs, your website)!
- 50. Questions?
Editor's Notes
- Encourage discussion, right to remove comments
- Medical Illustration Top post out of 45 in a week in terms of engagement
- Some content that might be particularly relevant to people may be embarrassing to share 50.2 K CLICKS (OVER DOUBLE THE 2ND PLACE ONE IN THE LAST YEAR)
- transparent
- 10-20, out of 1000