Professional Documents
Culture Documents
Listening and broadcast tools: Tap into a two –way connection to your readers
Frictionless connections: An easy way for readers to connect to you without having to approve
each one
Social SEO: Your Page will appear in search results when readers search for you
Wide audience: While the maximum number of friends for a profile is 5,000, you can have a
unlimited amount of connections on your Page
Social distribution: Post your articles that direct back to your site and make it easy for them to be
shared with readers and their friends
With your own Page, you can share observations from the field, find sources within your own community,
and solicit feedback from your readers.
With a Page for your organization, your team can have an additional channel to share articles and gain
insights into readers.
Facebook
Example: San Jose Mercury News Page: http://www.facebook.com/mercurynews
The New York Times’ Nicholas Kristof reported from his Facebook while on the ground in Cairo.
Facebook
Another example is the NPR Page (http://www.facebook.com/NPR), which regularly gets great responses
from readers. In fact, out of the 140 to 150 sourcing questions asked so far, only two or three have had
no result (http://bit.ly/fuoucb).
Themed Pages
Extend your brand or a special feature through themed Pages. For example, The New York Times started
a Civil War Page for war buffs that follows their Disunion series, where they share contemporary
accounts, diaries, images and historical analysis of the Civil War as it unfolded. More than 14,000 people
have liked the Page. (http://www.facebook.com/nytimescivilwar)
Facebook
The Wall Street Journal also extended the narrative from a story to a Facebook Page with its coverage of
Haitian-American Marc Henry Bigot’s journey to Haiti to find his wife and two-year old daughter after the
earthquake. (http://www.facebook.com/intoportauprince)
After surveying the top 100 media sites on Facebook, we found the following best practices
(http://on.fb.me/fmrGaJ).
Facebook
Stories involving emotional topics, passionate debates, and important sports events have 2-3x
the activity of other stories
Status updates that ask simple questions have 2-3x the activity
Stories published in the early morning or just before bedtime have higher engagement
The Wall Street Journal poses a thought-provoking question to its readers and garnered nearly
400 interactions in less than 12 hours. (http://www.facebook.com/wsjonline)
With a direct channel to your readers, ask them questions and for feedback on what kind of content
they’d like to see on your Page:
Cross-promotion
Facebook
If you or your organization have multiple Pages, cross-post content to entice people to like both Pages. Be
sure to tag the other Page so it’s easy for people to like it.
The New York Times (http://www.facebook.com/nytimes) cross-promotes its Civil War Page.
Feature Pages
You can also like Pages from your Page. For example, The Wall Street Journal features its other Pages to
highlight other WSJ-related Pages. (http://www.facebook.com/wsjonline)
Like Box
Grow your Facebook audience by making it easy for people to like your Facebook Page without leaving
your website. Add a Like Box (http://bit.ly/dXH2Uy) to your website with just a few lines of code and
make it easy for visitors to see how many people have liked the Page and which of their friends have
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Facebook
already connected. You can also customize the social plugin to include recent posts from your Page in a
window on your website.
More information on promoting your Page can be found in our Help Center (http://on.fb.me/grrABV).
5. Insights
Gain insights into the most popular content and see what isn’t performing as well through the Insights
dashboard (www.facebook.com/insights). With Facebook Insights, you can monitor key performance
indicators, view customer demographics and interactions, test product changes, and optimize key drivers
of growth. For example, you can view how active people are on your Page and receive feedback on your
posts. These analytics can be accessed through our online dashboards as well as programmatically
through our API (http://bit.ly/eoRZMX).
Additionally, post quality ratings can be found at the bottom of your posts on the Page and show the
quality of your posts in driving interaction from users. Page Admins can also export most of these insights
to an Excel or CSV file. 3
Facebook
6. Best Practices
Navigate Facebook as your Page
In addition to commenting on your own Page’s wall as your Page, you can now post to and comment on
the Walls of other Pages using your Page.
How to do it:
1. The “Your Settings” section of the Edit Page View allows you to set defaults for how you post to
your Page - as yourself or your Page - and set-up email notifications.
2. Click “View all email settings for your pages” to enable other Page notifications.
3. Select “Use Facebook as Page” in the Account Menu in the top-right corner to
navigate and interact with other areas of Facebook as your Page.
Facebook
4. When you use Facebook as your Page, you will receive notifications in the top-left corner when
people Like or interact with your Page.
Customize posts
You can post status updates, photos and links to specific audiences based on location and language. Just
click “customize” from the Publisher.
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Facebook
(FBOOK). After the Page is linked with your mobile number, send a text to 32665 (FBOOK) to post an
Update to your Wall.
***
Connect with the Facebook Media Partnerships team on the Facebook + Media Page
(http://www.facebook.com/media).
Find answers to your Pages questions in the Facebook Help Center (http://www.facebook.com/help/?
page=175).
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