Facebook Pages for Journalists
1. The Basics For an in-depth look at how to build a Page, visit our Pages Manual: https://facebookinc.box.net/shared/9e5jiyl843 Step One: Create a Page: (http://on.fb.me/ehlbBj) A Page gives you a way to maintain a professional presence on Facebook while keeping your personal profile separate. It creates new opportunities for easy connections to a broad group of people. If you have a profile, you can set up your public Page, today and get started with: y y y y y Listening and broadcast tools: Tap into a two way connection to your readers Frictionless connections: An easy way for readers to connect to you without having to approve each one Social SEO: Your Page will appear in search results when readers search for you Wide audience: While the maximum number of friends for a profile is 5,000, you can have a unlimited amount of connections on your Page Social distribution: Post your articles that direct back to your site and make it easy for them to be shared with readers and their friends
We recommend setting up a Page for yourself, as well as for your organization. With your own Page, you can share observations from the field, find sources within your own community, and solicit feedback from your readers.
Example: The New York Times Nicholas Kristof s Page: http://www.facebook.com/kristof With a Page for your organization, your team can have an additional channel to share articles and gain insights into readers.
Example: San Jose Mercury News Page: http://www.facebook.com/mercurynews 2. Reporting and Crowdsourcing Your Facebook Page can serve as another news channel, where you can share observations from the field, notes on your reporting process, and articles. Use your Page to solicit commentary, opinions, public opinion and content from your readers.
The New York Times Nicholas Kristof reported from his Facebook while on the ground in Cairo.
Another example is the NPR Page (http://www.facebook.com/NPR),which regularly gets great responses from readers. In fact, out of the 140 to 150 sourcing questions asked so far, only two or three have had no result (http://bit.ly/fuoucb).
More from NPR: After the Haiti earthquake, NPR posted a status asking if readers had family members in Haiti, and it generated enough source leads for several days worth of coverage. In July, NPR asked people for thoughts on cancelling cable TV subscriptions and they received more than 4,000 replies (http://bit.ly/fo6G9z).
Additional opportunities for crowdsourcing: - Search he Facebook stream for sentiment on issues from local government to international disasters.Simply filter results by everyone . (http://www.facebook.com/search.php) - Visit Facebook Stories for user-submitted experiences that can be sorted by theme and location. (http://stories.facebook.com/) Themed Pages Extend your brand or a special feature through themed Pages. For example, TheNew York Timesstarted a Civil War Page for war buffs that follows their Disunion series, where they share contemporary accounts, diaries, images and historical analysis of the Civil War as it unfolded. More than 14,000 people have liked the Page. (http://www.facebook.com/nytimescivilwar)
The Wall Street Journal also extended the narrative from a story to a Facebook Page with its coverage of Haitian-American Marc Henry Bigot s journey to Haiti to find his wife and two-year old daughter after the earthquake. (http://www.facebook.com/intoportauprince)
3. Engaging with Readers Once your Page is set up, it s important to keep the momentum going and your audience engaged. Be sure to interact with your readers by responding to a portion of comments on your Page and update the Page frequently. After surveying the top 100 media sites on Facebook, we found the following best practices (http://on.fb.me/fmrGaJ).
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Stories involving emotional topics, passionate debates, and important sports events have 2-3x the activity of other stories Status updates that ask simple questions have 2-3x the activity Stories published in the early morning or just before bedtime have higher engagement
The Wall Street Journal poses a thought-provoking question to its readers and garnered nearly 400 interactions in less than 12 hours. (http://www.facebook.com/wsjonline) With a direct channel to your readers, ask them questions and for feedback on what kind of content they d like to see on your Page:
Sports Illustrated s Peter King engages with readers on Facebook (http://www.facebook.com/SIPeterKing) 4. Growing your Facebook audience Few things are more valuable than an engaged audience, but it takes some work to get there. Promote your Page organically to the most relevant people through cross-promotion, featured Pages and the Like Box. Cross-promotion
If you or your organization have multiple Pages, cross-post content to entice people to like both Pages. Be sure to tag the other Page so it s easy for people to like it.
The New York Times (http://www.facebook.com/nytimes) cross-promotes its Civil War Page. Feature Pages You can also like Pages from your Page. For example, The Wall Street Journal features its other Pages to highlight other WSJ-related Pages. (http://www.facebook.com/wsjonline)
Like Box Grow your Facebook audience by making it easy for people to like your Facebook Page without leaving your website. Add a Like Box (http://bit.ly/dXH2Uy) to your website with just a few lines of code and make it easy for visitors to see how many people have liked the Page and which of their friends have
already connected. You can also customize the social plugin to include recent posts from your Page in a window on your website.
More information on promoting your Page can be found in our Help Center (http://on.fb.me/grrABV). 5. Insights Gain insights into the most popular content and see what isn t performing as well through the Insights dashboard (www.facebook.com/insights). With Facebook Insights, you can monitor key performance indicators, view customer demographics and interactions, test product changes, and optimize key drivers of growth. For example, you can view how active people are on your Page and receive feedback on your posts. These analytics can be accessed through our online dashboards as well as programmatically through our API (http://bit.ly/eoRZMX). Additionally, post quality ratings can be found at the bottom of your posts on the Page and show the quality of your posts in driving interaction from users. Page Admins can also export most of these insights to an Excel or CSV file. 3
6. Best Practices Navigate Facebook as your Page In addition to commenting on your own Page s wall as your Page, you can now post to and comment on the Walls of other Pages using your Page.
How to do it: 1. The Your Settings section of the Edit Page View allows you to set defaults for how you post to your Page - as yourself or your Page - and set-up email notifications. 2. Click View all email settings for your pages to enable other Page notifications. 3. Select Use Facebook as Page in the Account Menu in the top-right corner to navigate and interact with other areas of Facebook as your Page.
4. When you use Facebook as your Page, you will receive notifications in the top-left corner when people Like or interact with your Page. Feature Admins on your Page Humanize your organization s Facebook Page by featuring admins on the Page and highlight the people responsible for sharing content. To feature a Page Owner, click Edit Page and select the Admin in the Featured section.
Customize posts You can post status updates, photos and links to specific audiences based on location and language. Just click customize from the Publisher.
Link your Page with your Mobile device Add the Page s unique email address to your mobile device to send mobile photos straight to your Page Wall. You can also add your Mobile device to your Page for Status Updates by texting f to 32665
(FBOOK). After the Page is linked with your mobile number, send a text to 32665 (FBOOK) to post an Update to your Wall. *** Connect with the Facebook Media Partnerships team on the Facebook + Media Page (http://www.facebook.com/media). Learn more about Facebook Pages here (http://bit.ly/ik7mhE). Find answers to your Pages questions in the Facebook Help Center (http://www.facebook.com/help/?page=175).