Susan Bailey, Head of Communications, ABM University Health Board
It’s all about having a conversation
39 LIKES, 1 COMMENT, 3 SHARES9 LIKES, NO COMMENTS, TWO SHARES
1,440 LIKES, 20 COMMENTS, 83 SHARES 1,781 COMMENTS, 61 COMMENTS, 224 SHARES
Reach: 25,912, 642 likes, 116 comments, 70 shares Reach: 14,592, 465 likes, 41 comments, 18 shares - £5 boost Left – Child and family Health Facebook page, 1,481 followers Right – main ABMU page, 5,378 followers
People, people, people Clear language, nothing formal Be cautious using shortcuts like Hootsuite Avoid unnecessary links to other sites Précis media release whenever possible Respond to queries quickly, ‘like’ comments Don’t shy away from awkward questions Remember posts should be for the benefit of your followers, not you
Or how Facebook decides if you’re a spammer
A sophisticated algorithm designed to block dull or spam posts ‘Affinity’, ‘weight’ and ‘time decay’ – but now many other factors also checked. Why? Billion+ Facebook users daily 18 million Facebook pages Unchecked, the typical user could have 1,500 stories a day in their newsfeed!
User’s personal preference – pictures, text, links How many ‘hides’ or ‘unlikes’ How many posts reported as spam What type of device and speed of internet connection Is the viewer likely to appreciate this story?
Use a mix of posts – Text Pictures Videos External links to interesting or topical news stories Time posts
A little goes a long way
Boosting posts with just a few pounds can still reach 1,000s more people You can choose geographical area, age, gender and interests £170 spent on February nurse recruitment campaign reached 170,000 people £18 spent on domestics recruitment campaign resulted in 450 candidates through the door!
Tip – images on boosted posts must have no more than 20% text – so put the detail in the post intself
People, people, people Informal language Respond – this is about talking! Use a mix of content Invest in boosted posts or adverts Remember to time your posts Happy to answer any questions