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Facebook for PR Pros Q&A

Photo courtesy of benstein via Flickr

Last week we hosted the webinar “Facebook for PR Pros.”  We had a lot of great questions and unfortunately couldn’t get to all of them within our allotted time.  So we decided to answer them here on the blog.

Q.  When trying to develop relationships on Facebook, should you use your personal profile or the company’s?

Brandon: If you are representing a brand, and you’re not a solo practitioner, I recommend creating a Facebook Page for your brand and interacting through that page.  These pages are open to the public and allow people outside of your network to see and Like it, which is a great way to build exposure for your brand.

Q. Facebook determines which posts appear in a newsfeed using an algorithm called EdgeRank. Do you have any advice on how to make sure our posts appear in people’s feeds? I know engagement is big… what else?

Brandon: Many people aren’t familiar with EdgeRank.  Basically, EdgeRank is an algorithm that Facebook uses to determine what users will see in their Newsfeed.  EdgeRank is made up of three different factors:

Affinity – How often you interact with another person/brand

Edge Weight – The type of post (i.e., a normal status update, a link, picture, video, etc.)

Recency – How recent the post is.

To make your posts rank higher and increase their likelihood of being included in someone’s Newsfeed, you need to take these ranking factors into effect.  To increase Affinity, try creating posts that people will comment on, such as questions or polls.

Have a good mix of posts that include pictures and videos, which have a higher Edge Weight than a normal status update.  You don’t want to inundate people with multimedia though, so mix it up a bit.

And finally, use Facebook Insights to determine when people are interacting with your brand and post at those times.  Posting during these periods of high activity will mean that more people will see your recent updates.

Q. What is the best way to respond to a negative comment?

Yvette: You should always respond to let the customer know you see their comment, you’re listening and you care. But it really depends on what the comment is. First you have to understand the criticism. Is it constructive criticism, a straight problem, an attack, spam? Each of these requires a different response. If they are complaining about a product or service, offer them your contact info so you can try and rectify the situation over the phone or via e-mail rather than on Facebook. If they are providing you with constructive criticism, say thank you for their feedback and let them know what you are going to do with it. A simple apology or saying thank you goes a long way. I think Boingo does a great job with customer service on their Facebook page so check it out for some real world examples.

Q. How frequently should we post?

Yvette: This one is tough. You don’t want to overrun your communities feed with updates on your company or brand. People unlike pages because brands post too frequently, post too much promotional content and post content that isn’t valuable to them. You can use your Facebook Insights to help steer you in the right direction. For Cision, I post about 4-5 times a day, sometimes more, sometimes less it just all depends on what is going on that day. Take a look at other brand pages and see what they are doing. Some of my favorites are Ben & Jerry’s, Intel, BHLDN, ahem Cision, Social Fresh and Social Media Examiner, just to name a few.

Q. I’ve heard Thursday, Friday and Saturday are the best days to post. Is that a good rule of thumb?

Yvette: Again, it depends on your community. For the Cision page, Saturday is not a good day to post so I wouldn’t use this as a rule of thumb. Facebook Insights will show you what days you’re getting the most engagement with your posts so use  it to gage when the best days to post are.

Q. Can you explain hidden posts to us? How do those automatically go to the hidden posts tab?

Yvette: Hidden posts are basically Facebook’s spam filter. Facebook looks at keywords, links, the reputation of the person posting on your page, if the same post has been posted multiple times on multiple pages by the same person, etc., to determine whether it may be spam. To alter what Facebook considers spam by going to “Edit Page.” The go to “Moderation Blocklist.” There you will need to type in extra keywords that you want Facebook to block on your page.

Often times you’ll have comments that aren’t spam that are sent to this section. To “unhide” them, go to Hidden Posts, hover your mouse over the upper right hand corner of the comment and a link will appear. Click on “Unhide Comment.” It will then be sent to your wall. It will appear where it would have been chronologically if it hadn’t gone to the “Hidden Posts” section.

Do you have any questions about Facebook? Let us know in the comments below!

Tags : social media

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