Facebook marketing is a platform that offers a variety of highly targeted paid advertisements and organic posts, allowing brands to put their products and services in front of a massive audience.

The students will learn the following concepts in this course.

1. Reviewing privacy and other advanced settings

• Click on “?” the second last icon on the right in the menu bar

• Click on “privacy checkup”

• Review who will view your posts; to change post privacy click on the button on the left side of the “post”.

• Select between: ‘Friends’ ‘Public’ ‘Friends of Friends’ or ‘Friends Except....’

• To learn more click on ‘Learn More

• Click ‘next’

• You haven’t logged in to an app at the moment so click ‘Next’

• Check privacy of your email and D.O.B in the same way as before; click on the buttons on the right and select one option from ‘friends’ ‘public’ or ‘friends of friends’ or ‘ONLY ME’

• To check more, click on ‘my about page’ below or ‘finish’ to end.

2. Basic posting on Facebook
• On your ‘homepage’, a text box will appear

• With ‘what in your mind?’

• Start typing whatever you want to express/convey

• Click on ‘POST’ to post

• To attach a Photo/video to the text:

a. Click on ‘Photo/Video’ beneath the text box

b. Select photo from folder after pop-up appears, and click ‘open’

c. After the photo finishes uploading, click ‘POST’

• To tag your friends on the post:

a. Click ‘Tag Friends’

b. Type name of your friend

c. Select profile of your friend from drop down search result menu

3. Creating page on Facebook- E.g. Clothing Business

• Click ‘down arrow-head’ button on the top right corner of the Facebook menu bar

• Click ‘Create Page’ from drop down menu

• Select type of page e.g.: local business

• Enter page name, business category, contact info and address etc.

• Click ‘Get started’

Page Created

4. Setting up information and Settings

• Go to your Facebook page

• Click on ‘See more’ from the menu list under the page name

• Select ‘ABOUT’

• Edit General Information

• Remember to save changes after you finish each of these steps

• Edit Business information

• Enter Contact Details

• Enter info regarding products founding date etc.

• Write ‘Our Story’ on the right hand column to let people know about the journey and inspiration for the business

• Settings

• Click on the ‘Settings’ button on the right hand side of your ‘Page Toolbar’

• Select the type of changes you would like to perform in the page settings for e.g.: General

• Click on ‘General’

• Click on the concerned setting type from the list that appears for e.g.: Page visibility, Visitor Posts, Messages

• Click or Select your option from the pop-up that appears

• Click on ‘Save Changes’ after you have completed the desired changes.

5. Reviewing advanced settings

• Page visibility

• Visitor post

• Tagging ability

• Other tagging this page

• Country restrictions

• Page restriction

6. Assigning and Editing roles

• Open Facebook page

• Go to page settings

• Select ‘page roles’ from the menu list on the left of the screen

• To add a new role, scroll to ‘Assign a new page role’

• Type the name of the person to be assigned a role

• Select the profile

• Select the type of role by clicking the button right next to the text box

• Click on ‘add’ to finalize

• To change an existing role, scroll down further to ‘Existing page roles’

• Click ‘Edit’ on the right of the person you want to change role of

• Select the type of role

• Click ‘save’ to save the changes you made.

7. Creating a Robust and Professional Messaging System

• Go to your page

• Click on settings

• Go to the ‘messaging’ option on the left menu

• Switch on or turn off the following settings according to requirements

General Settings

• ‘Use the return/enter key to send messages’

• ‘Prompt visitors to send messages’

• ‘Help visitors start a conversation with your page’

Response Assistant Settings

• ‘Send instant replies to anyone who messages your page’

• ‘Stay responsive when you don’t have access to your computer or phone’

• ‘Show a messenger greeting’

8. Using Pre- Designed templates in Facebook

• Go to your page from your homepage

• By clicking on your page’s name under your profile name on the list at the left of your screen

• Click Settings at the top of your Page

• Click Edit Page in the left column

• Below Templates, click Edit next to your current template

• Click View Details next to the template you want to apply

• Review the new buttons and tabs for your Page and click Apply Template

• Click OK

9. Use of Hashtags, Tags and Check ins to enhance reach

1. Understanding of what are Hashtags, Tags & Check-ins

Description:

Social Media provides a lot of options to connect to people. Some of these tools can be used to enhance the reach for your posts while you are managing a social media page. Hashtagis a famous tool that works as a broad label/topic. You can create a Hashtag by using # sign following the word e.g. #socialmedia #digiskills. This creates a new topic on the social media which can be searched by other people. Tags are used on posts to mention a person or page. People who view the post can visit the page or person by clicking on the tag. Check-ins are sort of a digital proof that you visited a place. You can create a check in and tell people which place were at that time. All these tools allow more people to view your posts.

10. What is Organic Reach

1. Understanding what is Reach and Organic reach on Facebook

Description:

Facebook insights provides a lot of information for a digital marketer. The most important out of these perhaps I the figured is“reach”. What is reach? Reach is the number of people who have viewed your page or your post or your ad. Organic reach is the number of people who have viewed your page/post without the need of an ad. This figure is different from the number of your followers, this is because people may mention friends in comments on a post or someone may mention your page on their profile as well. Reach you get from paid advertisement is called paid reach.

11. Organic vs Paid Reach

1. Understanding the difference between organic and paid reach

2. Understanding why to use each type of reach

Description:

Reaching more people on Facebook i.e. increasing the number of people who see your page and posts on Facebook is highly important. These people are the ones that are exposed to your social media efforts and they are the actual market that you are in contact with on social media. Organic Reach is the people you reach only when either you share them something, or when they share your content to the people they know. Paid reach is the people you reach who have viewed your ad and looked at your page. You should improve organic reach as it costs nothing, creates more credibility for your brand and is reflective how involved people are themselves to your cause. You increase organic reach by creating great content and by promoting engagement. You should improve paid reach as ads are fast, targeted and measurable.

12. Organic Reach Methods

1. Knowing the most important goal of organic reach methods

2. Learning techniques that improve organic reach

Description:

Improving organic reach is an important goal in the social media marketing industry. Organic reach can only be improved if the content is great and promotes sharing. Some tricks to use for better organic reach include:

1) Creating different types of content: educate, entertain, add value and promote

2) Creating content that does not get old with time will get everlasting shares

3) Targeting posts with respect to specific audience: people share more if they relate more

4) Posting when the users are most active

5) Posting more links with interesting content

6) Including other pages in your posts

7) Using the perfect images

8) Sharing captivating videos

9) Using hashtags and tags

10) Promoting conversations between the followers.

13.Paid Reach Pros and Cons

1. Understanding the utility of using Paid Reach for your marketing campaign

Description:

Paid Reach Methods refers to the use of paid advertising to attract more people to your business page on social media. Paid reach is best if you want to reach out to a lot of people, want to target your efforts, guarantee visibility and use a cheap option compared to all other forms of advertising. Paid reach is somewhat bad sometimes as well as it shows an ad that people generally avoid, it requires a sophisticated strategy for it to be successful, and even if you do everything right, you may experience low conversion rates or bad customer leads. Paid reach is a useful tool that has its pros and cons and should be used with care.Further Reading:

14. Creating Account on Adverts

Alternate 1: Open Ads Manager from home screen

• Click on ‘Ad’ under the ‘Create’ heading, below the explore section on the left column of your home screen

Alternate 2: Open Ads manager from page

• Click on ‘Advertising’ at the end credits of Facebook from your page’s screen

• Click on ‘Create an ad’ from the menu bar

15. Boosting, Promoting & Other Paid reach

1. Understanding different advertising options on the Facebook advertising platform

Description:

Facebook offers a variety of advertising options for the digital marketer. All these advertisement options are paid in nature. Most common are Boosting and Promoting. Boosting is an advertisement method that is created by allocating advertising budget to a post already on the businesses’ page. Promoting is creating a specialized ad from scratch to be displayed on people’s news feed. Promoting also employs the mechanism of bidding where your price competes for the same target market on Facebook. Apart from the two options Facebook also offers carousel ads for product display, video ads that play within video feeds and domain ads that land on your website on click.

16. When & How to promote the page

Promotions = Better target options + More pricing options

a) Use it to target specifically

b) Reach people other than your fan base

c) To make content which requires more involvement

To promote your page

1) Scroll down the tabs on the left of your page

2) Click on the “PROMOTE” button in blue

3) Select How you’d like to promote from the pop-up

4) Click on ‘Promote page’

5) Select your preferences and click ‘Promote’

17. What is Facebook Edge Rank Algorithm

1. Understanding What Facebook’s Edgerank algorithm is

2. Understanding how to improve your Edgerank

Description:

Facebook has become a huge social network where people spend a lot hours each day to get information on a variety of things. But how does Facebook decide which posts to show to specific person and which to not. And out of the ones shown which ones to show on top of the other? Facebook utilizes a computer program called Edgerank for that. Edgerank prefers to show posts of people who have same interests as you, who have more mutual friends and people you make more interactions with. It also prefers photos and videos above text and newer posts over old ones. In order to ensure your Facebook posts show on top on someone’s news feed, a digital marketer should ensure you have a lot of interactions with the customers. Technical word for such a thing is to improve engagement.

18. Creating and Updating Your Target Market

• What is target market?

• Feature removed by Facebook ‘Preferred page audience’

• Target Audience is now only for ads

• Go to “promote” button, click it

• Click promote page

• Click on ‘Edit’ beside ‘people you choose through targeting’

Select your preferences

19. Reviewing Performance of Ads

Today we’ll see How to evaluate the performance

1. Go to your page from the homepage

2. Click on ‘Manage Promotions’ from under the tabs column at the left

3. Promotion summary for your ads account will be displayed

4. Click on ‘All promotions’ to check evaluations of your promoted content, from the option on the left.

20. Pausing, Resuming & Creating New Campaign

Click on ‘manage promotions’ from under the tabs on your page’s home screen

1. Click on ‘create ad’ it will take you to the ad manager

2. Make sure the option of ‘create a new campaign’ is selected on the top or choose ‘use existing’ if you already have one

3. Use quick creation if you don’t want many details(not recommended)

4. Select the type of marketing objective

5. Click on ‘set up ad account’

6. Check your account info

7. Click next or continue

8. Select your targeting preferences

9. Click on ‘save this audience’

10. Select your placement and budgeting & schedule; click continue

11. Select how you want your ad to look under the format settings

12. Check the mobile app preview and the links to add with the ad

13. Click confirm