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Facebook Marketing – PubCon 2011

Nov 09, 2011   |   Getting Social, Speaking Our Minds
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Facebook Marketing – PubCon 2011

Facebook Marketing

  • When you are connecting with people on Facebook, most of the users are interacting with you via their mobile device on Facebook
  • Is your content going to give them the reputation when they like your content? Help your users look cool
  • Look at Facebook profile activity by age:
    • Wall post peaks for users in their 20s, rest of the information starts to raise when users get older. Facebook is a social platform for users of all ages
    • Women are talked to more on Facebook. Women have 55% more posts on their walls than men. Average men and women have the same number of friends
    • Women describe themselves more on social media channels
    • Takeaway: know your audience
  • Pages
    • Average page has 624 likes in our dataset
    • There is a selection of words that tend to correlate with pages having fewer than the average number of likes
    • People don’t go on Facebook to be inundated with the most common buzzwords
    • Takeaway: stay away from buzzwords, wherever possible
  • Facebookers “Like” food
    • Understand when users use Facebook, they are using it as normal users, not as business people. Think how your brand can be more like the brand that users would like in their day-to-day lives
  • Most “Liked” page types
    • Entertainment, ice cream, etc
    • Takeaway: Be entertaining
  • Social proof at work. “Like” button can be very powerful. Wherever you can, move the social sharing icons at the top of the page, and not at the bottom of the page
  • Video Sharing
    • Video based articles tend to do better on Facebook than Twitter. One of the reasons for this being that ou can play video directly on Facebook
    • Takeaway: Videos do better on Facebook than Twitter
  • Articles using digits are shared more on Facebook, Twitter, and other social media sites than articles with no digits (0 – 9)
  • Linguistic content – Positivity does better than negativity on Facebook
  • Readability – measure of how complex the language is. As the complexity of the language increase, the number of times it was shared on Facebook decreased
    • Takeaway: Write simply and plainly for Facebook
  • Day of week – number of articles shared increases on Facebook on the weekends
    • Takeaway: Weekends are more friendly for Facebook sharing
  • Meta mentions – Taking about Facebook on Facebook does well, but talking about Twitter on Twitter does not doe as well
    • Takeaway: Think mainstream


The Future of Social Answers

  • Social answers can be better because they have content; some questions require experience or judgment
  • Likes, shares, check-ins, and other “edges” are like “links” for Google. Edge is a connection between two nouns. All the users on Facebook are constantly producing massive quantity of edges. On Facebook, you can do a query for “restaurants in Palo Alto,” or any type of query. When “edges” are personal, answers get better. The social aspect of “edge” starts to influence ranking
  • Leave a recommendation. There is an ability to add recommendation for a page on Facebook. Not all “edges” are created equal
  • The Open Graph – stored social context from the whole web. You need to add social graph tags to your web site so that context, information from your site can been see on Facebook. There is a powerful new tool you can use if you have basic entities on your site that will allow you to get links from Facebook. Facebook will not put “no follow” tag on these links. This is only available on a couple of verticals right now and is in its infancy
  • Leverage platform sharing with sponsored stories
    • Apply for ads APIs
    • Get results from INSIGHTS API
    • Implement rules based bidding


  • Dan Zarrella
  • Brian Piepgrass
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