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Social Media Optimization and Conversion on Facebook – PubCon 2011

6 Key elements you need to focus on to ensure there is consistency on all your social media channels:

  • Usernames
    • Branding, Keyword optimized, easy to recall/find
    • Linking – channel specific
    • Photo/Images – differing sizes
    • Bio 0 differing lengths
    • Backgrounds/Graphics

Twitter

  • Background image
  • Design colors
  • Avatar
  • Bio (shortest)
  • URL
  • Know your last 4 images display

YouTube

  • Background image
  • Design colors
  • Avatar
  • Bio (shortest)
  • URL – specific YouTube URL
  • Latest video
  • To optimize your YouTube channel:
    • Title of video file
    • Description
    • Always Include a URL
    • Surround with keywords
    • Tags
    • Metadata in video file

LinkedIn

  • Avatar
  • Complete profile – Keyword rich
  • Vanity URL
  • Import RSS
  • To optimize on LinkedIn
    • Headline
    • Current work experience
    • Past work experience
    • Summary section
    • Specialties section

You will not rank higher than a paid LinkedIn profile but you can rank high amongst non-paid LinkedIn profiles if you follow the steps outlined above.

Google+

  • Profile Set Up
    • Name
    • Tagline
    • Bio
    • Relevant Links
    • Photo strip
    • Vanity URL: gplus.to redirect
    • Directory submission
  • Anatomy of the perfect Fan Page
    • Page name, category, and vanity URL
  • Profile banner
    • User all available real estate 540×180 pixels
    • Like button image and arrow
    • Logo for thumbnail 125×125
    • Consistent branding
  • Information Page & About
    • Keyword rich bio
    • Keep It Simple
    • Contact info
    • Link out to your other properties
    • Call to action
  • Custom tabs
    • Objectives
      • More Likes – use graphics, arrows
      • More leads – HTML form
      • Reveal (fan-gating)
        • Reveal offer, deal, discount
        • Video
        • Set a the default tab for non-fans
        • Conscious of what appears above the fold
        • 520 pixels wide
        • SSL security
        • Apps to build custom tabs:
          • Lujure, TabSite, PageModo, Fan Page Engine
  • Social Integration and Apps
    • YouTube
    • Twitter
    • RSS Graffiti
  • Featured Likes & Page Owners

Brian Carter highlights ways to get better ROI from Facebook.

  • Facebook is multimedia, Twitter is not. Facebook has 8x the reach than Twitter. Value of Twitter follower is worth $2, and value of Facebook like is worth $8
  • An average of 16% of fans see daily posts from a page they’ve liked
  • Many pages average 1% feedback rate on posts
  • Fan Purchase Path
  • FB Ad > FB Fan > See Posts > Click your site > Buy/Customer
  • FB Ad > Website Sale > Buy/Customer
  • To optimize your Facebook ROI, you need to follow these steps:
    • Improve prospect quality in Fan Base
    • Optimize Facebook Posts
    • Optimize Fan Base
    • Optimize Facebook Advertising
  • To get more likes:
    • Find out the frequency of posts
    • Find out prospect demographics
    • EdgeRank optimization – sorting your posts by EdgeRank
    • Time/day optimization – sorting your posts by time/day
    • Ideal fan sourcing

Speakers

  • Kate Buck
  • Brian Carter

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