for funeral professionals

2
An Introduction from Ryan Thogmartin
Social media is one of the fastest growing trends in communication. It has
grown more quickly than the internet itself. More than two billion people log
in to Facebook every month and, as of December 2017, 1.4 billion log in to
Facebook every single day.i Social media has radically changed how people
communicate with one another and how businesses interact with
their customers.

Social media marketing makes sense for funeral homes for many reasons,
and in this guide we’re going to break down exactly why and how you should
engage your community through Facebook, Instagram, YouTube, Pinterest,
Snapchat and even messaging apps and bots.

The funeral business is based heavily on relationships. Building relationships

is the foundation of social media. In our everyday lives, long-term
relationships take time and dedication. We need to communicate, care
and add value to the other person for our traditional relationships to grow
and become strong. Social media is no different. It’s learning about your
customers and engaging with them in ways that will build strong long-term
relationships. It allows you to open a window into your business that has
never been opened before.

Social media is a key part of the current state of marketing, and funeral
homes can no longer afford to ignore it. However, just “doing” social media
isn’t as easy as creating a Facebook Page. Homesteaders and DISRUPT Media
believe in the value of social media, which is why we’ve partnered together to
help all funeral professionals find their voice online. Our purpose for creating
this book is make sure your client families don’t go to your competitor and to
arm you with the knowledge and know-how to be present on social media.

We are giving you the keys to start the car, you just have to get in and drive.

Ryan Thogmartin, Founder and CEO of DISRUPT Media

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 Table of Contents
Introduction ...............…………………….....................................…………3
Social Strategy ......……………………….....................................…………5
Facebook for Funeral Professionals .............................…………6
Facebook Page Set-up .…......................................…………6
Facebook Content Best Practices .....................…………14
Facebook Advertising .......................................…….......…16
Generating Pre-need Leads ...............................…………18
Tying It to Your Goals …….....................................…………20
Other Major Social Media Platforms ...........................…………21
Instagram ……………………….....................................…………21
YouTube ....……………………….....................................…………22
Pinterest ……………………….....................................…………..23
The Power of Video ………………….....................................………….24
What’s Next? ……………………….............................................…………25
Snapchat .............................................................................26
Messaging Apps & Chatbots ........................................27
The Next Level ................................................................................28
Glossary.............................................................................................29
Sources & Additional Reading .................................................31

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Why Do I Need a Social Strategy?
A social media strategy defines how your funeral home business is going
to use social media to communicate with your client families and achieve
defined business objectives. Without a strategy, you won’t know what to post
or what to measure, and you won’t be able to define what is successful.

There is a huge difference between posting content matched to a strategy and

just posting content for the sake of posting content. The top reason funeral
homes fail to see results from their efforts on social media, and specifically
Facebook, is a lack of strategy. This is true for both national brands and
independently owned funeral homes.

To be successful, you need to identify your goals, outline your content plan,
allocate an advertising budget and measure the results to determine success.
These four points will come together into a solid strategy that you can
measure and optimize.

With a strategy in mind, you have a foundation and game plan with which to
align everything you do on social media. Focus on setting yearly SMART goals:

Specific: Make the goal you want to develop very precise.

Measurable: Quantify or monitor your progress.
Assignable: Specify who will do what.
Realistic: Make your objective achievable (taking into account
budget and time considerations).
Time-related: Specify when results should be achieved.

DISRUPT Media and Homesteaders have collaborated to create a custom

worksheet to help you decide what your goals will be. Click here, or visit
homesteaderslife.com/social-worksheet, to download your free Social
Media Goals worksheet.

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 Facebook for Funeral Professionals
Facebook Page Set-up
Setting up a Facebook Page for your business is easier than it seems. With
just a little preparation and a few minutes of your time, you can have a
Facebook Page dedicated to your funeral home business. Here are a few
things you’ll want to gather and decide before you get started:

• A name for your Facebook Page. More than likely, you will want to use
the official name of your funeral home.

• A short blurb about your funeral home. You could very easily take this
information from the “About Us” section on your website.

• A high-resolution logo. This image will act as your profile picture.

• Another high-resolution photo the represents your business.

This image will be the cover photo for your business. It is used as a
marketing tool to show visitors who you are, so consider using an image
of your funeral home, staff or an event you attended or sponsored.

• Your call-to-action. Facebook Business allows Pages to select an action

that business owners want their prospective customers to take when
they reach their page. Do you want client families to call your funeral
home? Then your call-to-action will be your phone number. Would you
rather they find more information on your website? This will change your
call-to-action to your web address.

• A personal Facebook account. It is required that you have your own

personal Facebook account in order to manage your business Page.
All notifications will be sent to your personal Facebook page for the
business Page you are creating.

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 Facebook for Funeral Professionals
Facebook Page Set-up

To begin creating your Page, navigate to facebook.com/pages/create in a

web browser or to your Settings on the Facebook app. This will take you to
a page that looks like this:

Note: Some features and Pages may look different depending on what browser
and operating system you are using and whether you are
using a smartphone, tablet or desktop computer.

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Facebook for Funeral Professionals
Facebook Page Set-up

Next, you will want to select Local Business or Place. This will open an area
for you to provide specific information about your business.

Fill in your Page Name with your funeral home’s official name. In the Page
Category, begin typing the word ‘funeral’ and the category of Funeral Service
& Cemetery will appear. Don’t see the option to write your own category? Use
a drop-down menu to select Local Service. Finally, fill out your business
information like street address and phone number. Giving this information
will allow prospective client families to find you more easily.

At the bottom of this form, you can read the Facebook Pages Terms. When
you are done, click Get Started.

If you haven’t already done so, you will be asked to log in to your personal
Facebook account to complete your business Page.

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 Facebook for Funeral Professionals
Facebook Page Set-up

Now that you are logged in with all of your information filled out, you can
begin customizing your Facebook Page. On the Add a Profile Picture page,
click Upload a Profile Picture and select a high-resolution version of
your logo.

Next, you will add the cover photo that you selected ahead of time by clicking
Upload a Cover Photo. Once this photo is uploaded, you will have to option
of adjusting the image before publishing it.

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Facebook for Funeral Professionals
Facebook Page Set-up

Welcome to your new Facebook Page! From here, you will be able to post to
your news feed, update your cover photo, change your call-to-action and view
your Page Insights. Let’s start by changing your call-to-action.

Right now, your call-to-action (the blue button located below your cover
photo) most likely says Send Message.

To edit it, hover your mouse over (or tap with your finger on) the Send
Message button until a drop-down appears, and click Edit Button.

If you wish to direct people to message you on Facebook Messenger, update

your Instant Replies message with your funeral home’s information. This can
be similar to your firm’s voicemail message. If you wish to choose another
call-to-action, click Other Options at the bottom of the page.

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 Facebook for Funeral Professionals
Facebook Page Set-up

You have several options to choose from for your call-to-action. Using the
drop-down categories, select the call-to-action that best suits your firm and
fill out the appropriate information.

After you have created your unique call-to-action, you’ll want to create a
@Username to make it easier for community members to find and mention
you in their posts. Under your profile picture, select Create Page @Username.
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Facebook for Funeral Professionals
Facebook Page Set-up

Facebook will automatically tell you whether or not your username is taken by
another Page. You may need to try a few options to create a username that is
available and also relevant to your firm.

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 Facebook for Funeral Professionals
Facebook Page Set-up

Now you’re all set!

Your Facebook Page is ready for you to start
attracting followers and posting content.

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Facebook for Funeral Professionals
Facebook Content Best Practices

Facebook Content Best Practices

What really works when it comes to Facebook content? What are some
things funeral homes can post that will help drive high engagement, build
relationships and ultimately help drive pre-need leads? There are two ways to
classify content types on social media: generic content and organic content.

Generic Content
You’ve seen Facebook posts filled with images of puppies, American flags and
gorgeous sunsets. The platitudes are happy and encouraging. They may make
you smile but does it make sense to utilize these images and quotes on your
business Page?

We’re not making the case that these posts have no place on your Page. But, a
well-balanced presence on Facebook needs a healthy mixture of inspirational,
informative, personal, organic and visually appealing content in multiple
formats so your readers maintain a healthy appreciation for who you are and
what you do. Only feeding them generic content will eventually turn
them away.

Organic Content
Organic content keeps consumers coming back and pushes them down the
sales funnel. It’s what provides the value and insights that start to break down
the preconceived ideas consumers have about funeral professionals. This is
the content that will make the client family think of you during an at-need
situation or when they are ready to prearrange. A social media presence
without organic content will leave the consumer uninspired. It will keep them
searching for something else or another funeral home that can give them
what they need.

Here is an example of a successful organic content strategy that has been

used by a Homesteaders and DISRUPT Media funeral home customer:

Funeral Home: Lumberton Family Funeral Home – Lumberton, TX

GOAL: Show our community that we know how to be funny and have
personality. We’re not serious all the time.
IDEA: Create a ‘scare’ video for National Anti-Boredom Month. Walk around
the funeral home with a cellphone and record the reaction when you sneak
up on someone and scare them!

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 Facebook for Funeral Professionals
Facebook Content Best Practices

Here are a few more content examples

that you can use to stir your creativity:

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Facebook for Funeral Professionals
Facebook Advertising

Facebook Advertising
While it is important for your funeral home to post generic and organic
content often, it’s almost as important to utilize Facebook’s paid advertising
platform to reach your audience. In 2012, Facebook began decreasing the
ii
number of people who see organic posts. Facebook indicated that this was
due to an overproduction of content from all of the business Pages trying to
reach their fans. Skip ahead to today, and the number of people who see your
post is only about 2% of the people who like your Page, and this percentage
could keep decreasing.

One of the only proven ways to reach an audience of your choosing is to

advertise. On Facebook, advertising consists of paying to place your post in
the news feeds of a group of people who possess the traits of your customers.
Over the years, Facebook has collected a lot of data on its users, from
purchasing habits to family income and even activities they enjoy. All of this
information becomes available to you when you advertise. Plus, advertising is
one of the best ways to collect pre-need leads.

The first thing you’ll want to do is set up Facebook Ads Manager. This
platform will allow you to create and pay for ads. To do this, you can download
the Facebook Ads Manager app on your smartphone or go to facebook.com/
business/products/ads and click Create an Ad. Both
of these options will open your Ads Manager.

Before you create your first ad, you’ll want to decide on a few things:
•W
 hat is the goal of your ad? What do you want a prospect to do
when they see it?
•W
 hat will your ad say? Your content should pique the interest of
your prospects.
•W
 hat link (if any) will you use in your ad? Do you want to send people
back to your website?
•W
 hat image do you want to use? You can use one large image
(1200 pixels wide by 630 pixels tall), or several smaller images
(at least 300 pixels wide by 300 pixels tall).
•W
 ho do you want to see this ad? Consider the demographics of your
most likely customers.

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 Facebook for Funeral Professionals
Facebook Advertising

Once you have that planned, Facebook will walk you through the process for
creating an ad for your specific audience. You will have the option of choosing
a marketing objective (or call-to-action) for your ad. Common options include
Brand Awareness, which will tells Facebook you are looking to gain more
fans for your Page, Traffic, which will send prospects back to a page on your
website and Engagement, which encourages customers to interact with your
post. Each of these objectives creates a different type of ad, so your options
should be considered carefully.

After selecting your objective, Facebook will walk you through setting
up a billing account with a credit card, choosing the traits of your audience,
picking a schedule and putting your ad elements together. After you are
finished, you can start monitoring the success of your ad through the
Ads Manager platform.

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Facebook for Funeral Professionals
Getting Pre-need Leads on Facebook

Getting Pre-need Leads on Facebook

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More than 70% of adults who access the internet have a Facebook account,
and the fastest-growing group of new Facebook users is people 50 years
iv
of age and older. Of these adults, more women than men have Facebook
v
accounts. In addition, more than two-thirds of adult Americans own
smartphones, and 75% of them use their smartphones to access social
vi
media. These percentages continue to increase year after year.

These stats mean that over half of Americans carry the means by which you
can capture their attention with the content you post.

With this in mind, here are some ideas for generating pre-need leads on your
Facebook page:

• Facebook ad campaigns are a proven way to generate leads. Whether the

ads are for pre-need, white papers, contests or free downloads, the ads
will convert if managed correctly.

• Create a post where you link to the pre-need information on your

website. Or, include the name and contact information of your pre-need
resource person in your post.

• Generate leads by hosting a giveaway or contest. This is a surefire way

to generate a lot of names and contact information you can use for
follow-up sales calls and/or direct mail campaigns. People who enter
the contest or giveaway are asked to complete a simple form. Some
of our clients have very successfully hosted Mother’s Day and Father’s
Day giveaways, photo contests, school backpack donations and simple
essay contests. In every case, the funeral homes have generated a
good number of warm leads for eventual follow-up. Facebook has
specific rules when it comes to contests hosted through their site. Visit
facebook.com/page_guidelines.php and navigate down to section III,
subsection E to view them.

• Post a video interview about the benefits of advance funeral planning.

Facebook algorithms give priority to embedded video in users’ news
feeds (more on that later). Short video interviews of “real” people get
an amazing amount of attention. Consumers may not be ready to have
a conversation with a staff member yet but could be willing to watch a
video in which a funeral professional discusses the value of pre-need.
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 Facebook for Funeral Professionals
Getting Pre-need Leads on Facebook

• P ublicize a live event the public can attend to find out more about
planning in advance for funeral arrangements. If you are already offering
seminars to the public, there is no cheaper way to publicize those
events to a lot of people than through a boosted post on Facebook. An
investment of even $10 or $20 in Facebook event promotion can easily
reach 5,000 people or more.

These are tried and true methods to reach prospective client families that are
easy and very inexpensive. Perhaps you can think of other ways you can take
advantage of Facebook’s tools to generate leads for pre-need sales.

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Facebook for Funeral Professionals
Tying it to Your Goals

Tying It to Your Goals

As we discussed in the pages before, it is critical to set goals for social media.
Your goals become the foundation for all of your content. It’s important to
understand that, regardless of the goals you set, some Facebook metrics are
going to be a key focal point.

If your goal is to drive pre-need leads, you will want to measure the following
statistics in Facebook Analytics:

1. Impressions 2. Reach 3. Engagement

Once you have created engagement and trust with a user, you can leverage
that relationship to drive your leads. You’ll want to do this through targeted
Facebook ads.

The contests and campaigns we previously suggested may not seem to be

directly realted to your business goals, but it’s those type of posts that boost
engagement, awareness and reach. You can then use that interest to create a
pre-need driven ad.

To access your Page’s Facebook Analytics, go to your firm’s page and click on
Insights in the top navigation.

Facebook Insights can tell you everything you need to know about your
Page, including who is engaging with your content and how your posts are
performing. Here, you can begin to determine the success of your goals and
strategy. If one of your goals was to build brand awareness, you should keep
track of your follower count. If you are gaining more and more people who
Like your page, you are achieving your social media goal. If you’re goal was
to create a conversation around a new service offering, you would want to
measure the reach and engagement of each post you created about that
topic. Are you gaining more and more engagement with each post? If so, you
can make a determination that you are working toward your goal!
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Other Major Social Media Platforms
Instagram

Instagram launched in 2010 as a new way for users to share photos and
videos with friends and family. In 2012, the platform was acquired by
Facebook, which opened up a new world of advertising possibilities. Today, the
vii
brand has around 800 million users and one million advertisers. Plus, they’re
consistently growing their capabilities with features like Instagram Stories and
Instagram Live.

This social platform is all about visuals. Users upload pictures and videos
with short captions, and the images show up in the feeds of the people who
follow them. Other users can then like and comment on the images, creating
a social network of people interacting around a common theme. Unlike
Facebook, you can’t link your posts back to your website, or even include links
in your captions or comments (although you can include a website link in your
profile). This keeps all interactions strictly person-to-person, and unless your
followers click on an ad, they typically won’t leave the app.

The goal of Instagram is community. It brings people together, and it’s a great
opportunity for businesses to show behind-the-scenes and personal photos
of their day-to-day activities. Funeral homes can and should use Instagram
to open up to their community members. They can showcase images of their
staff and community events they attend or host. Plus, Instagram Stories,
which takes after Snapchat, and Instagram Live, which is similar to Facebook
Live, allow unedited and real encounters with the people who make your
business what it is.

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Other Major Social Media Platforms
YouTube

YouTube

More of a search engine than a social platform, YouTube is the place to go for
videos. Beginning in 2005, YouTube created a place where businesses and
people could create accounts and store all of their videos in one place with
easy sharing abilities. With the right search tags, your videos could appear
in the YouTube search results and recommended videos of those who have
watched related videos in the past. Plus, with great captions, your videos
could also boost your SEO and show up in Google’s search results.

Most often, YouTube is used to store videos. Embed links allow brands to
publish YouTube videos right on their website or other social media platforms.
Today, however, social media platforms are hosting their own videos, called
“native videos.” Facebook was the first to allow users to upload a video straight
to a social media site instead of posting a link from YouTube. In fact, Facebook
values native video over links posted from YouTube and will give your content
a bump up in reach if you upload a video straight to the site.

Funeral homes can find many benefits from using YouTube, including
increased SEO and the ability to embed videos on their websites.
YouTube isn’t necessarily known for lead generation, but it can be a
huge brand awareness tool.

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 Other Major Social Media Platforms
Pinterest

Pinterest

Pinterest was founded in 2010 as a way for users to digitally save and
organize “Pins” on “Boards.” Think of it like a digital corkboard. These Pins
come from all over the internet and have been collected and shared with
Pinterest’s millions of mostly female users. Much like other social platforms,
Pinterest gives you the option follow other users so you can see what they are
“Pinning.” Unlike other platforms, you also have the ability to follow specific
boards of users, meaning that someone could follow a user’s Pinterest Board
dedicated to gardening, but wouldn’t necessarily have to follow their Board
dedicated to information on travel.

Like Instagram, Pinterest is highly visual. Each Pin includes an image,

description and link to where that image was originally found. It is commonly
associated with sharing recipes, interior design ideas and parenting tips.

So, why would a funeral home find Pinterest beneficial? It’s mostly because
of the audience. Pinterest’s user demographics match up with the typical
audience that a funeral home looks to for pre-need leads. A firm could easily
start a Pinterest account and develop Boards with Pins related to funeral
planning, pre-need, flower arrangements and grief. While it’s hard to ensure
that only people in your community will find your Pins, it’s still a great way to
show that you are an expert in your field. The collaborative and visual nature
of the platform can also make it a useful tool for client families who need
ideas for creative memorialization.

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 The Power of Video
Video is one of the fastest-growing forms of communication. Today’s
consumers are constantly on the move, and the way they gather information
has changed. It’s not often that someone who is looking for an answer
to a question will stop to read a full blog article or website page to find
information. They want a simple answer, and they want it as fast as possible
with the least amount of effort. Here enters video, a fast and effortless
way for people to get that information. Plus, more people are searching
for information on their smartphones and tablets than laptop or desktop
computers, making video an easy choice when you’re in the waiting room at
the dentist’s office.

According to YouTube, mobile video consumption grows by 100% each

viii
year. This tremendous growth means that video won’t be disappearing
anytime soon. And, with today’s smartphone technology, creating, editing and
uploading your own videos is easier than ever.

Statistics have shown that video increases brand recognition and can also
ix
more easily influence purchasing decisions than other types of content.
You can see this effect in the addition of video capabilities on several major
social networks, including Facebook Live, Instagram Live and Snapchat.

Creating a video for your firm can be as simple as sitting down with your
smartphone and answering a few common questions your staff hears on a
regular basis. Remember to caption your videos on each platform you use.
Captions increase your SEO (search engine optimization) and you can also
use a service to translate the captions into other languages. Post that to your
website and social media, and you are on your way to reaping the benefits of
video marketing!

Visit
homesteaderslife.com/socialvideo
to discover how to leverage video
to boost Facebook engagement.

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What’s Next?
New social media platforms will come and go. Some platforms will make
sense for funeral homes and others will not. Take Twitter, for example: right
now, we feel Twitter’s format and user demographics do not offer significant
marketing benefits for funeral homes. However, they could make a change
to the platform in the future that makes it more beneficial. The social media
channels that are the most relevant for funeral homes will always be the
platforms where your target demographic spends most of its time.

DISRUPT Media and Homesteaders are often asked, ‘What happens if we invest
time and resources into Facebook and it eventually goes away?”

Our response is that two billion people per month engage on Facebook, and
that is all that matters. There is no bigger social platform on the planet than
Facebook, and right now, the most profitable demographic that funeral homes
want to engage is fully present on that platform. So, make the most of the
brand awareness and lead generation opportunities that it offers. If for some
reason Facebook became less popular, it just means there will be something
else bigger and better that will take the attention of your target demographic
– which also means there will be new opportunities for your business.

Interested in the future of social media? On the following pages, we’ve

highlighted a few technologies you should keep an eye on in the
coming years.

25
What’s Next?
Snapchat

Snapchat

The demographic that dominates Snapchat is much younger than the age
group that funeral homes should engage with, but that doesn’t mean you
should ignore it. Snapchat changed the social media landscape by allowing
users to create 10-second videos (Stories) that “disappear” after 24 hours.
That feature has now been copied and perfected by Facebook and Instagram,
but learning the importance of storytelling through short video clips and
images is massively important and will help your firm.

Snapchat is the leader in augmented reality (AR). One of Snapchat’s hallmarks

is its ability to add an AR layer to photos and videos. While Facebook has
played catch-up in this arena, Snapchat has been working with Apple on
x
hyper-realistic filters that capture facial movements. Because Snapchat is
more focused on these technical details than Facebook, there’s a good chance
it can maintain its lead as AR breaks into the mainstream.

Snapchat also recently started adding a feature to its ads that will allow
brands to direct consumers to websites after using a sponsored lens or filter.

26
 What’s Next?
Messaging Apps & Chatbots

Messaging Apps & Chatbots

Consumers are turning to social media messaging, including Facebook

Messenger, to contact businesses with questions, comments and complaints.
While there are tools that will help you manage the influx of customer
messages, sometimes they’re just not enough, particularly when social users
are accustomed to a timely response from you.

This instance is where chatbots come into play. A chatbot is software

designed to have conversations with humans and perform basic tasks.
Facebook Messenger chatbots will let you automatically provide consumers
with immediate responses. They can answer basic questions like, “What times
are you open?” Chatbots are extremely valuable, and part of this value comes
from their flexibility. When you create a chatbot, you can customize it to fit
your business, your customers’ needs and a variety of other purposes.

Chatbots can provide customized content to your audience based on their

most recent interactions. Treat your chatbot like part of your content
marketing team. Sales shouldn’t be your primary objective, but you can use
content to send users to your site. Include browsing menus if possible. This
makes it easier for users to find content they’re interested in, even if they
don’t know exactly what they’re looking for yet.

Chatbots can also address common customer service inquiries like providing
product or service information. This type of artificial intelligence can also
be used to facilitate first calls. If you want to build and nurture relationships
with your customers, consider designing your chatbot to send daily grief
affirmations to client families.

Plenty of businesses have their own mobile apps that offer automated
services, but you can take this a step further by creating chatbots that offer
these services in the Messenger app itself.

27
 Ready for the Next Level?
Connect with representatives from Homesteaders and DISRUPT Media to talk
about how you can take your social media presence to the next level.

Find your Homesteaders account executive:

homesteaderslife.com/account-executives
800-436-6110

Connect with DISRUPT Media:

disruptmedia.co/contact/
800-215-2713

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Social Media Terminology Glossary
Chatbot – a software designed to interact with humans on websites and
messaging apps and provide customer service or content.

Click-through-Rate (CTR) – the number of times a visitor clicks on a link

divided by the number of views it receives. It is shown as a percentage.

Comment – a response that is typically used to give feedback on social media

sites like Facebook and Pinterest.

Conversion Rate – the percentage of people who completed an intended

action like filling out a form or “liking” a social media page. It’s calculated by
dividing the number of completed actions by the number of views.

Direct Message – also called a “DM,” this is a private message that can only
been seen by the parties involved. DMs occur on most social media platforms.

Engagement Rate – a metric (expressed in a percentage) that’s used to

explain the total number of interactions – likes, shares, comments, etc. – a
social post receives divided by the number of impressions.

Impression – the number of times a social post is seen. This is the total
number of views on a social post; meaning that the same person can see the
post three times and it would be counted as three impressions.

Link Clicks – the number of times a user clicks on a URL in a social post.

Net Likes – the number of organic and paid likes minus the unlikes. This is
your total amount of page likes.

Organic Impression – the number of times an organic social post is seen.

This means the funeral home did not pay money for the engagement.

Organic Likes – the number of people who “Liked” an organic social post. This
means that the funeral home did not pay money for this engagement.

Paid Impressions – the number of times a paid ad is seen. This means the
funeral home did pay money for this engagement.

29
 Paid Likes – the number of people who “liked” a paid ad. This means the
funeral home paid money for this engagement.

Post Engagements – the total number of interactions – likes, shares,

comments, etc. – a social post receives.

Reach – the number of individual people who see a social media post. This
number is often lower than impressions. Even if one person sees a single
social post three times, it only counts as a reach of one.

Reactions – used on Facebook to express users’ feelings about a certain topic.

Reactions are a replacement for the traditional “like” button and use emojis
instead of a “thumbs up.” Reactions are often counted separately from likes,
but can also be combined.

Unlikes – the number of people who unfollowed a page by clicking the

“unlike” button. This action will prevent those users from seeing a page’s
organic posts in their news feeds.

User – a person with a social media account. This person does not necessarily
have to like or subscribe to your page.

Video Performance – Auto Plays – the number of times a video played by

itself in a user’s news feed.

Video Performance – Click Plays – the number of times a user clicked on a

video to make it play.

Video Performance – Organic Full – the number of people who watched an

entire video that was not a paid ad.

Video Performance – Organic Partial – the number of people who watched

part of a video that was not a paid ad.

Video Performance – Organic Views – the number of times a video was

watched that was not a paid ad.

Video Performance – Paid Full – the number of people who watched an

entire video that was a paid ad.

Video Performance – Paid Partial – the number of people who watched part
of a video that was a paid ad.
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Video Performance – Paid Views – the number of times a video
was watched that was a paid ad.

Viral Impressions – the number of times a social post was viewed

in posts published by your followers.

Sources & Additional Reading

i https://newsroom.fb.com/company-info
ii
https://blog.hubspot.com/marketing/facebook-declining-organic-reach
iii
https://sproutsocial.com/insights/new-social-media-demographics
iv
http://www.pewinternet.org/fact-sheet/social-media
v
http://www.pewinternet.org/2016/11/11/social-media-update-2016
vi
http://www.pewresearch.org/fact-tank/2017/06/28/10-facts-
about-smartphones
vii
https://instagram-press.com/our-story
viii
h ttps://www.forbes.com/sites/forbesagencycounsil/2017/02/03/video-
marketing-the-future-of-content-marketing/#2501b4596b53
ix
 https://www.forbes.com/sites/forbesagencycounsil/2017/02/03/video-
marketing-the-future-of-content-marketing/#2501b4596b53
x
 http://www.adweek.com/digital/shanna-heaney-glassview-guest-
post-snapchat

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 for funeral professionals

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