Facebook Content Strategy & Networking Event
Event date: November 08 2011
Posted by: Anne Ahola Ward

Facebook Content Strategy & Networking Event
Event date: November 8, 2011
Posted by: Anne Ahola Ward

Last Wednesday, we woke to find our familiar Facebook profile page had changed. The new layout, new privacy settings, and new news feeds left many asking: How can I best use the Facebook to interact with my friends and clients? Those of us in San Francisco didn't have to wait long to get the answers because Webgrrls had a session already scheduled on "Facebook Content & Posting Strategy" for that very night.

I walked everyone through how to use Facebook to most effectively get your brand's content in front of your users. Wespent the day exploring Facebook's new features. I started out with grounding us with a statistic on how Facebook users interact with brand profile pages: 88% of people never return to your  page after liking it, and 95% of your content is never seen by your followers.

So how do we get our content in front of more people? Nelly explained the factors that Facebook uses to determine which posts get displayed to which users: affinity between you and the user, weight of the post, and the time the post was made. Facebook uses this proprietary algorithm, known as "edgerank", to determine which of the many posts to bubble up in that user's feed.

I then provided tips of how to increase the edgerank between you and each of your users. We discussed how to encourage user interaction by sharing fun facts that people "like", asking provocative questions, explicitly writing calls to action, posting at different times of the day, creating interesting polls and surveys, or even asking your users to help crowdsource future blog ideas.

Then we walked through examples on how to relate these various activities to your brand. I also shared specifics on how to write the best posts. Did you know posts with 80 characters or less get 27% more engagement? And that full-length URLs get three times more click throughs than short URLs (like bit.ly or tinyurl).

We then switched gears and went into the networking portion of the evening. The room was filled with people representing many professions: developers, graphic designers, marketing professionals, event planners, business owners, copywriters, and even holistic wellness therapists. People's professional needs ranged from looking for clients to asking for advice on how to structure rates to looking for job opportunities. Others came looking to hire marketers and developers or to look for guest bloggers.


As the night wrapped up, many people in the room were already buzzing about the next SF Webgrrls holiday event. Please join us for the party on Tuesday, December 6 at TechSoup Global HQ.