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How should your public company be using Facebook Pages in it's Social Media for Investor Relations strategy? We take a look at the branding and engagement strategies that will help your corporate Facebook Page become an effective IR tool.
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Facebook Pages for Investor Relations
When Pages first came out, everyone thought they would be the next big thing in Investor Relations.
It hasn’t quite turned out that way. But Facebook Pages (esp. with Timeline) are still a great way to connect with primary stakeholders.
Key Branding Points
1. Create Relevant Cover Images
Not just your website header Provide value to the visitor with stock information Give the page context with a tagline overlay your company logo or another branding asset Change your cover image regularly (monthly) If you have a trade show coming up or a news release
just out, add this information to the cover image
E.g. Cover Images…
2. Claim A Vanity URL
One of the simplest branding principles on Facebook, though still one of the most overlooked
Make sure your company is recognizable through your Facebook Page URL.
To set this, visit: facbeook.com/username/ E.g.
3. Highlight Your Corporate Presentation
“Highlighting” is a new feature of Facebook Timeline to replace Tabs.
By highlighting your Corporate Presentation, you’ll keep it visible at the top of the page
4. Highlight Your Corporate Video
The same process as for Presentations. Highlight the most relevant content of the two first.
5. Add Maps and Location Info
Adding location info to a Social Media listing gives it a higher chance of appearing in location-based search
The headquarters of your company is a vital piece of information that stakeholders will seek out
Key Engagement Points
1. Mention Other Pages In Your Posts
When you find good content, don't try pass it off as your own. Instead, find the original creator, "Like" their page and then mention it when you re-post the content.
It's well worth taking the time to generate that new social connection.
It’s likely the original content creator will re-share the post on your wall that mentions them
E.g. Mentioning Pages
2. Comment As Your Company Page
Facebook released this feature in June It gives you the ability to function online as your
company Facebook Page, not just inside the network Create huge opportunities for visibility through blog,
forums and news websites that make use of the Facebook Comments plugin.
E.g. Commenting
3. Vary Post Content
Since company press releases are usually quite dull in terms of formatting, it's good to share multimedia
Engagement rates increase significantly when posting single images and videos to the Timeline
Graphically displayed data is shown to greatly enhance comprehension
Share Slideshows and Info-graphics from the data in your press releases in the weeks after they're published
E.g. Multimedia
Key Reporting Metrics
1. Reach
Engagement is driven by high-quality, well-timed content. The result is a high level of Reach
Total Reach is the best measure of the ROI of your Facebook strategy
If you see it dipping, your audience is not being engaged by your content
Stem the tide and be more pro-active in engaging with users using the steps outlined in this presentation
E.g. Reach
2. Facebook to Web Conversions
Ultimately, you run a Facebook campaign to get more eyes on our press releases and company content
An excellent measure of this is the Facebook to Web conversion metric provided by Google Analytics
The idea is to make the spikes on the next page as high as possible by maintaining that engaged audience through slow news periods
E.g. Web Conversions
Q&A?
To read our full blog post on this topic, checkout: Blog: irsmartt.com/news
Or for more information on IR Smartt and our Social Media products and services please, contact us: Email: get @ irsmartt.com Website: irsmartt.com/contact