The Small Business Center at Southwestern Community College 05/17/2016

1. Twitter and Instagram
Made Easy
Mary Anne Baker

2. Twitter
• Twitter is an online social networking service that enables users to
send and read short 140-character messages called "tweets".
• 310 million monthly active users
• 83% of users are on mobile devices
• Demographic:
• Age 18 – 49
• Urban (city dweller)

3. Instagram
• A mobile photo-sharing, video-sharing, and social networking service
that enables its users to take pictures and videos, and share them
publicly on the app, as well as on Facebook, Twitter, Tumblr, and
Flickr.
• Instagram provides you with filters you can apply to your photos to
automatically enhance the look and style.
• 400 million active users
• Demographic:
• Age 18 – 29: 55%
• Age 30 -49: 28%
• Suburban and Rural

4. What do Twitter and Instagram have in
Common?
• Heavy use of hashtags within
posts.
• Hashtags are a word or phrase
preceded by a (#) hash or pound
sign and used to identify
messages on a specific topic.

5. Hashtags
• Hashtags are integral to the way we communicate online, and it’s
important to know how to use them.
• Uppercase letters will not alter your search results.
• Numbers are supported
• Spaces are an absolute no-no
• The@ symbol does something completely different. Using @ before a
person’s Twitter or Instagram handle will notify that user, and create a link
to that users account.
• Instagram: Hashtags can be used to compliment photos shared on
Instagram and help you discover new accounts and pick up followers.
• There is no preset list of hashtags. Create a brand new hashtag simply by
putting the hash before a series of words.

6. Twitter Tips
• Fill in your Twitter profile completely.
• Include a link to your website in your profile.
• Find people to follow. Connect with others who you find interesting,
people you know, clients, organizations, authors, etc.
• Follow back. If people follow you and they look interesting, follow them
back and see what they’ve got to say.
• Use polls (a type of post) to gather research
• Ask questions. You can learn a lot from your followers.
• Add up to 4 photos per post.
• Video is also supported in a twitter post, up to 30 seconds in duration

7. Twitter Tips
• Retweet messages you've found, or @reply with your reaction to a
Tweet you find interesting.
• Use shortened links rather than full blown URLs. Bit.ly is good for this.
• Consider mentioning other users by their Twitter username (preceded
by the @ sign) in your Tweets. This will draw more eyes to your
message, and can even start a new conversation.
• Show up regularly. It doesn’t have to be every day (although that
helps). Consistency is important.

8. Twitter Tips
• If you need some inspiration to help find interesting accounts, you
can use “Who to Follow” for suggestions. On web, you can find this
on the right side of your home page. On mobile you can find this on
your profile page (accessed through the Me tab), in your Tweet
timeline.
• By linking your Twitter account to your mobile phone number, you
can receive and write Tweets via text message. Learn how to get
started: support.twitter.com/articles/14014
• Confused by Twitter lingo? Check out the Twitter Glossary:
support.twitter.com/articles/166337
• Learn about advertising on Twitter: business.twitter.com

9. INSTAGRAM
You can only post to Instagram from a
mobile device. Some third-party apps
allow posting prompts (such as
Hootsuite), however you’ll still be
directed to your phone to finalize the
post.
Instagram has a desktop version for
viewing other’s profiles, and
liking/commenting. However you cannot
post from desktop.

10. Instagram Tips
• Post interesting, colorful photos and videos.
• Instagram now supports video up to 60 seconds in duration
• Try not to overdo it with the filter effects.
• Interact with followers who have commented on your photos.
• Engage—like others' photos and leave comments.
• Balance Fun Images With Pictures From Your Business
• You can post from Instagram, and simultaneously post the same
content to your Facebook business page and Twitter page.

11. Instagram Tips
A great way to grow your following is to use the search tab to find
• Content
• Users
• Hashtags
• Places
For example, if your business is based in Sylva, you can do a search for
Sylva or SylvaNC and look at other user’s posts. If they are relevant to
you or you want to connect, consider following, liking and/or
commenting on their post. They may reciprocate.

12. Instagram Tips
• Connect Instagram to your Facebook Business Page:
• On profile page, go to settings in upper right hand corner
• Go to “linked accounts”
• Select “Facebook” (and/or Twitter, Tumblr, Flickr)
• Confirm to authorize Instagram to connect to Facebook
• Important: Instagram will show as being connected to your personal Facebook
profile. Take one extra step and click on that setting, which will open up your
Facebook Page(s) for you to click on the page you want your Instagram to post
to.

13. Post to Other Social
Channels from
Instagram

14. Q&A
slideshare.net/innsights

15. Facebook Made Easy
Mary Anne Baker

16. Topics
• Get the most out of Facebook’s algorithm
• Tips and Tricks
• Facebook Insights
• Understand how to use Facebook ads

17. Why Use Facebook?
• Facebook has 1.55+ Billion monthly active users who collectively
generate 4.5 Billion likes each and every day
• Get discovered – Facebook business pages rank extremely high in
search engine results
• Facebook has its own search engine to help people find your business

18. Facebook’s News Feed Algorithm
• Facebook takes several factors into account when deciding the
priority in which to place a post in a user’s news feed, or whether to
even place the post in a news feed.
• The algorithm scans and collects everything posted in the past week
by each of your friends, everyone you follow and every Facebook
page you’ve liked.
• Facebook’s news feed algorithm ranks them all, in what it believes to
be the precise order of how likely you are to find each post
worthwhile. Most users will only ever see a very small percentage of
the friends and pages they are interested in.

19. Why an Algorithm?
Facebook’s mission is to connect users with the stories that matter
most to them.

20. How to Increase Your Page’s Reach and Rank
Better in Facebook’s Algorithm
1. Strive to create stories that matter to your target audience on your
Facebook page so fans will like, comment, and share your posts.
• If you posted something this morning and yesterday, and someone else
posted something that has more engagement (reactions, comments, and
shares), chances are the user will see the post with more interactions first,
even though your post is more recent.
2. Be consistent with your posts. If you haven’t posted anything in
weeks, chances are nothing from you is going to show up in
someone’s news feed.

21. Facebook Offers Users Control Over Their
News Feed
• Even with the algorithm, Facebook offers users control over their
news feed. Users can hide specific posts so they see fewer similar
posts. Users can ask to see posts from specific pages first in their
news feed, regardless of what they are.
• Here’s how you can use controls to your advantage: Assume that the
average user doesn’t know that these controls exist. Get a screenshot
of your Facebook page to show your fans how they can activate the
option to see your Facebook page posts first in their news feed. Make
this screenshot a pinned post at the top of your timeline

22. Encouraging your fans to do this with your Facebook page will allow them to create
news feeds that they enjoy coming to every day.

23. Facebook Posting Tips
• Share images and video whenever possible. They're proven to be the
most engaging types of content on Facebook,
• Balance between fun content, self promotion and sharing local
content
• Posting frequency: 3x/week minimum, 2x/day maximum.
• Avoid overly promotional content that will ultimately turn users off
• Experiment. Try short form, long form, video, and different tones

24. Facebook Posting Tips
• Schedule posts through the Facebook interface itself
• Set individual posts to expire at certain times. This can be great for
time-sensitive posts about things like upcoming events or limited-
time offers.

26. Facebook Posting Tips
• Collaborate and network with friendly businesses
• Like other pages "as your page" If you see a page you like and you wish to like it with
your own business page, click the three periods on the bottom right of their cover photo.
You'll see the option to "like as your page" from there.
• Tag other businesses in your posts with @
• Encourage your customers to share positive experiences they have with your
business
• Respond to comments and answer private messages to your page.
• Ask Questions
• Use direct video uploads from your mobile device
• Share reviews (word of mouth by others)
• Include links to your website OFTEN

27. Other Facebook Tips
• A preview of your About section lives on the left-hand side of your
page beneath your profile picture, and it's one of the first places
people will look when they're scanning your page. Be sure to
optimize it with brief yet descriptive copy -- by doing so, potential
fans can get a sense of what your page is about before they decide to
Like you.
• Add one of seven pre-made call-to-action buttons to your Facebook
Page's cover photo. Choose from "Sign Up," "Shop Now," "Contact
Us," "Book Now," "Use App," "Watch Video," and "Play Game" -- and
customize it with a destination URL of their choosing.

28. Facebook Insights
• Analyze your page’s performance, such as the demographics of your
fans (if you have more than 30 Likes).
• You'll also get insight into how people are interacting with different
posts on your page -- which you can use to modify your Facebook
content strategy to publish more of what works, and less of what
doesn't.
• You can access your Facebook Insights via the tab at the top of your
page.

29. Facebook Advertising
Use Facebook ads to reach your target audience.
• Affordable
• Get more people in your store, on your website, liking your page or
interacting with your Page posts.
• Target your audience by location, age, and interests you choose
• Track your ad’s performance through Facebook’s Ads Manager

30. Facebook Advertising - Objectives
• Boost your posts
• People who like your Page
• People who like your Page and their friends
• People you choose through targeting
• Promote your page for new page likes
• Send people to your website
• Raise attendance at your event
• Get people to claim your offer
• Get video views
• Reach people near your business (local awareness), with the option to send
them to your Facebook page or to your website.
• Collect leads for your business

31. How Ads Appear
• Your ads show up
along with other
posts and stories in
a user’s news feed -
on both desktop
and mobile.
• Your ads are only
shown to all the
people you have
selected, based on
age, gender,
location, interests.

32. Set a Budget
• For boosted posts, Facebook gives you several price points to select
from, based on the number of people you would like your post to
reach.
• For all other types of ads, you’ll set:
• A daily budget ($1 minimum)
• A start and end date
• A bid amount (example: 17 cents per page like if “page likes” is your ad
objective) Facebook will give you a suggested bid range – I recommend you
bid at the low end of their range with manual bidding
• When you get charged - by number of impressions or by objective (for
example by “page like”). Tip – choose “by objective.”

33. Create Your Ad
• Images - options
• Upload your own images
• Choose images from your Facebook Page
• Use stock images – free from Facebook
• Write your text – Facebook will show you how your ads will look after
you select images and write your text.
• Choose where you want your ads to show – desktop, mobile, and/or
right column. Right column is not recommended.

34. Q&A
slideshare.net/innsights