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Video: How to Optimize Your Social Media Program for Facebook

Watch this follow up to the must-see #socialstrategy101 video, where SEO copywriter Price Thomas continues RKG's #socialstrategy series by discussing Facebook-specific best practices. Learn about the most important things to consider when crafting a Facebook strategy in order to take advantage of the world's largest social network.


Price Thomas: Welcome back. It's me, your favorite RKG employee here, again, to talk to you this time about some more social media marketing best practices. Now, since I'm sure you all took the time to watch my last video, what we're going to do is pick up right where we left off and talk about how to best optimize your social media marketing program for each specific channel. Now, if for some reason you're irresponsible, and also behind the times, and you haven't watched my first video, #socialstrategy101, click out of this right now and get yourself caught up; and also, shame on you. Really, I'll wait.

Good. Now that we're on the same page, we're going to start off with Facebook, the social network that Gen Y-ers are rapidly fleeing from because, unfortunately, our parents figured out how to use it.

Through performing audits of our clients' social media programs in order to determine the effectiveness of their social media marketing initiatives, our extensive quantitative and qualitative research of Facebook has shown that the strength of the platform stems from its empowerment of people. It stems from its ability to allow people to share content, to build their own communities, and to really shape how they present themselves online.

The main benefit for brands is allowing them to connect with existing and potential customers by engaging in conversations that revolve around users' interest, really humanizing brands and allowing them to authentically interact with a very active consumer base. According to Dhiraj Kumar, Facebook's Head of Ads for Product Marketing, who most recently spoke at the 7th annual RKG Summit here in Charlottesville, the average Facebook user checks his or her newsfeed 14 times a day, positioning the platform as an extremely valuable network for brands to speak to an extremely active user base.

The most valuable action a user can perform on Facebook is to share another user's post, because this represents more than a static action and increases the reach of that particular piece of content. Brands should endeavor to incentivize and feed this behavior in order to increase reach organically. It's becoming increasingly important to encourage the user-sharing behavior because Facebook organic reach is declining. Currently at 1-2 percent, it's slated to continue to fall to what Ogilvy has coined as "Facebook Zero." Now, a way to combat this is to consider promoting pieces of content that have proven to be successful in order to, again, increase your reach, and also remain relevant to a very active user base that's voraciously consuming content.

That's about all I've got for you this time. Be sure to check back with the RKG blog weekly to stay up to date on all things digital marketing. Thanks for stopping by.

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