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					 GETTING THE
 MOST OUT OF
  FACEBOOK
GATEHOUSE NEWS & INTERACTIVE DIVISION
The agenda

  Why Facebook? Why should we even care?
  Facebook profile vs Facebook fan page
  How to build and engage your fan base
  How to do it – what content to post
  How to drive traffic to your site
  Finding leads and sources
  Be careful
  Wrapup/Q&A
                                 Sarah Corbitt
                               Manager of content
                                  development
                           GateHouse News & Interactive
Why Facebook?

  No. 1: Weekly market share surpasses Google
Why Facebook?

 Facebook referred 754,299 page views
 to GateHouse sites in April 2011, jumping from
 302,446 in April of 2010, an increase of 149%.
Why Facebook?

  At Georgetown (Mass.) Record: 11% of PV
  2,141 fans
Page vs Profile

  Facebook requires
  businesses to have
  fan pages
  Facebook profiles
  are for people only
  Facebook may shut
  down your account
  if it’s not a fan page
Facebook fan page

  If you don’t currently have
  a Facebook fan page,
  contact me:
  scorbitt@gatehousemedia.com
  Masthead
  Info
  Photos
How to build a fan base

  Link from your home page
  Secondary navigation
How to build a fan base

  Use the promo scroll
How to build a fan base

  Use Twitter
  Capture any missing overlap
How to build a fan base

  Promote Facebook in print:
     On your rail
     Page 2 online teaser
     Put a callout in a specific story
  Add your Facebook fan page info to your e-mail
  signature
  If you have an e-mail newsletter, invite your
  subscribers to like your page
How to build a fan base

  Don’t be an RSS feed
  Thoughtful posts
  Don’t become white noise
How to build a fan base

  Don’t tempt fans to ‘un-fan’ you
How to build a fan base

 “Don't put every story you produce on Facebook.
  Don't even put some of it. Look for a limited
  number of items that will attract interaction -- a
  controversial or weird issue people will comment
  on or repost to their own page. Don't overload
  your Facebook page with links. People only have
  a tolerance for a few a day before they'll un-fan
  you.”
                                            Jason Piscia
                                             online editor
                                               Springfield
                                          Journal-Register
How to build a fan base

  “… put a small blurb in the print edition and
  on your Web site when you begin a Facebook
  account and include a link to the site. When
  we did this, we had 200 fans within hours of
  publication..”
                                                Julie Watts
                                                  Web editor
                  The Times Reporter (New Philadelphia, Ohio)
How do we do it?

  Let fans know there is a human on the other side
  Not just a steady stream of links


     “Be creative in what you write for the
     Facebook post attached to the link back
     to your site Don't just copy and paste
     the lead of the story. Be funny if
     appropriate. And encourage people get
     involved by adding "What do you think?"
     to the post.”
                                           Jason Piscia
                                             online editor
                             Springfield Journal-Register
How do we do it?

Facebook best practices

• Manually post a couple of
  stories a day with a
  comment.
• Have a “voice,” a
  conversational tone.
• Interact with fans – be a part
  of your community on
  Facebook.
• Use them as sources,
  respond to comments,
  questions, criticism.
How do we do it?

Facebook content: What to
choose

• Callouts
• Polls (link poll to a story on
  your site, then link to that
  story)
• Quirky stories
• Newsy stories with a human
  hook
• Upcoming event, and ask if
  people are going
How do we do it?

• Pose a question to go
  with an opinion piece or
  controversial story.
• Highlight the salient point
  of a story.
• Pull a great quote from a
  story to draw readers to
  click on your link.
How do we do it?

  • When appropriate, find a voice that is more
    conversational, even amusing.
How do we do it?

  Photo gallery/reader callouts
How do we do it?


  “I've found that Facebook is GREAT for reader
  call outs. I've done this for photos and
  comments and have gotten a great response
  from Facebook fans.”
                                                Julie Watts
                                                  Web editor
                  The Times Reporter (New Philadelphia, Ohio)
How do we do it?

• Use fans on Facebook as
  sources for stories.
• Respond to comments,
  questions, criticism.
How to drive traffic

  Link to high-traffic content
  Photo gallery links - not the galleries themselves
How to drive traffic

  “Every weekday morning I post a link to a
  major story that was in our paper (with art
  usually to add visual appeal). This can be a
  front page center piece, a feature, or sports
  story. I keep these links light hearted and
  leave the hard hitting news to our Web site.”
                                                 Julie Watts
                                                   Web editor
                   The Times Reporter (New Philadelphia, Ohio)
How to drive traffic

   Always include a link back to your site
   Be concise
   Be interesting
   Remember this:
How to find your Facebook referrals

  Go to your account in Google analytics
  Go to Traffic overview on your dashboard
  Click on View Report
Finding leads and sources

  Ask fans for help
  Sources for stories
  Historic photos or archive material
  Story ideas
  Breaking news
  Scan fans
  Scan the pages of local businesses and
  government institutions for tips and sources
Finding leads and sources

  The Register-Mail callout

   “We have used Facebook for source
   callouts, and we have hit some homeruns.
   Just this week, a longtime hobby shop
   owner died, and we sought people who had
   memories of the shop. We used those
   comments both online and in print, and we
   also contacted a couple of them.”
                                     Jay Redfern
                                   assistant editor
                                 The Register-Mail
Finding leads and sources

  The Register-Mail callout
Finding leads and sources

  Marblehead (Mass.) Reporter, editor Kris Olson
Finding leads and sources
Be careful

   Verify
   Work with your editor
   Always be up front about who you are
Wrapup/Discussion
 GETTING THE
 MOST OUT OF
  FACEBOOK
GATEHOUSE NEWS & INTERACTIVE DIVISION

				
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posted:9/28/2012
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