Tweed Fitness Club

www.tweedfitnessclub.com.au

Posting Guide
v.1.0

February 2015

Tweed Fitness Club

Facebook

Table of Contents
Facebook 101 .......................................................................................... 3
Basic Standards ................................................................................................................. 4
Image Dimensions ........................................................................................................... 4
Copy Composition ........................................................................................................... 4
Definition of Terms .......................................................................................................... 5
Reach ................................................................................................................................ 5
Impressions ...................................................................................................................... 7
Engagement ..................................................................................................................... 8

Engaged ................................................................................................................ 8

Likes ...................................................................................................................... 8

Comments ............................................................................................................ 9

Shares .................................................................................................................... 9

Talking About This ............................................................................................. 9

Understanding Your Audience ............................................................. 11

Demographics ................................................................................................................. 12
Online Behavior .............................................................................................................. 13
Times and Day .............................................................................................................. 13
Post Types ..................................................................................................................... 15
Customer Service ............................................................................................................ 19

Beating the Algorithm ........................................................................... 20

DOs and DONTs .......................................................................................................... 21

February 2015

Tweed Fitness Club

Facebook

FACEBOOK 101

February 2015

Tweed Fitness Club

Facebook

Basic Standards
Image Dimensions

Copy Composition
1.

Minimum of 40 characters maximum of 250 characters = MORE interaction (those

who see your post will be more likely interact with it) LESS reach (Facebook
shows your post to less people)

2.

Minimum of 100 characters maximum of 600 characters = more reach (Facebook

shows your post to more people; INTERACTION will depend on the QUALITY
of your post)

February 2015

Tweed Fitness Club

Facebook

Definition of Terms
REACH

the number of people Facebook shows your post to

affected by character count less characters can give you higher

reach but may result in less engagement; whereas more characters
can give you lower reach but higher engagement

affected by brand/topic mentions mentioning other brands or

indexed topics on Facebook can give you higher reach and higher
engagement

Example of Post with Lesser Character Count, Higher Post Reach, Lower Engagement

CHARACTER COUNT = 73 | POST REACH = 116 | ENGAGEMENT = 10.34%

February 2015

Tweed Fitness Club

Facebook

Example of Post with Higher Character Count, Lower Post Reach, Higher Engagement

CHARACTER COUNT = 436 | POST REACH = 79 | ENGAGEMENT = 12.66%

COMPARE
METRICS

POST 1

POST 2

CHARACTER COUNT

73

436

POST REACH

116

79

10.34%

12.66%

ENGAGEMENT

February 2015

Tweed Fitness Club

Facebook

IMPRESSIONS

the number of times a post from your Page is displayed, whether

the post is clicked or not

people may see multiple impressions of the same post

someone might see a Page update in News Feed once, and then a
second time if their friend shares it

Pro Tip: Reach is the number of people who received IMPRESSIONS of a

Page post. REACH might be less than IMPRESSIONS since one person can
see multiple impressions.

*Tweed Fitness Club TOTAL Impressions from Feb 04, 2015 to Feb 20, 2015 via
Sprout Social

February 2015

Tweed Fitness Club

Facebook

ENGAGEMENT

is the percentage of people who saw a post that liked, shared,

clicked or commented on it

basically it is what you get when you divide the number of people
who interacted with the post to the number of people who actually
saw it

PEOPLE ENGAGED
= ENGAGEMENT RATE
PEOPLE REACHED

affected NOT ONLY by the UNIQUE number of PEOPLE who

interact with the post but also by the number of UNIQE interaction
types (if the same person clicks More on a post 10 times that will
only count as 1 click BUT if that person comments 10 times on the
same post, those 10 comments will also be counted as engagement)

EngagedNOT the same as EngageMENT; it is the actual number of
UNIQUE people who interacted with a post
*Note: This data is not available on the Facebook Insights Page BUT can be gathered from some
third party Social Media Management Tools.

Likes number of people who clicked Like on your post on the post
itself, on a Share of that post, and if the post is an original blog post that
has a Facebook Like button on the blog page Likes using that button
counts on that particular post as well.

*Pro Tip: DONT LIKE OR SHARE A POST FROM THE PAGE

AS TWEED FITNESS CLUB. SWITCH TO YOUR
PERSONAL ACCOUNT WHEN YOU DO THAT.

February 2015

Tweed Fitness Club

Facebook

Comments number of comments on the post itself as well as the number
of comments on Shares of that post

*Note: If the post was shared PRIVATELY you will only see the data on your Insights Page but
you cannot view the actual shared post

Shares number of times the post is shared directly from the post itself as
well as the number of shares it gets from shared posts

*Note: If the post was shared PRIVATELY you will only see the data on your Insights Page but
you cannot view the actual shared post

Talking About This People Talking About This is the number of unique
users who have created a STORY about a page in a seven-day period.
On Facebook, STORIES are items that display in News Feed. Users
create stories when they:

like a page
mention the page in a post
post on the page wall
tag the page in a photo
like a post
check in at a place
comment on a post
share a check-in deal
share a post
like a check-in deal
answer a question
write a recommendation
RSVP to a pages event
claim an offer

February 2015

Tweed Fitness Club

Facebook

*Tweed Fitness Club TOTAL Stories from Feb 04, 2015 to Feb 20, 2015 via
Sprout Social












*Tweed Fitness Club Talking About This data from Feb 04, 2015 to Feb 20,
2015 via Sprout Social

10

February 2015

Tweed Fitness Club

Facebook

Understanding
Your Audience

11

February 2015

Tweed Fitness Club

Facebook

12

Demographics

To target your posts effectively, it is important to know WHO your

audience is so that you can develop content that is RELEVANT,
ATTRACTIVE, and ENGAGING to them.


Remember, peoples preferences are ALWAYS affected by their
GENDER, AGE, and CULTURE. So it is important to know who your
audience is when you develop your content.























*Tweed Fitness Club Demographics Data from Feb 04, 2015 to Feb 20, 2015 via
Sprout Social

February 2015

Tweed Fitness Club

Facebook

13

Online Behavior

TIMES AND DAY



Now that you know WHO your audience is the next thing to do is
figure out WHEN to best reach them.

Finding out when your audience is online on Facebook tells you the
best times to post your content so that they will see it and hopefully
interact with it.


You can get this data directly from the Facebook Insights Page or
by using third party Social Media Management Tools.





















*From Tweed Fitness Club Facebook Insights Page

February 2015

Tweed Fitness Club

Facebook

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*From Sprout Social Analysis of Tweed Fitness Club Audience Behavior from Feb
04, 2015 to Feb 20, 2015

February 2015

Tweed Fitness Club

Facebook

15

POST TYPES


After youve figured out the WHO and the WHEN, its time to turn
your attention on the WHAT.


What type of posts does your audience need? Respond to the most?
Prefers to see? Or is looking for?


Most Online Marketing blogs right now will tell you that posts
with pictures is the way to go BUT you should also know that Facebook
sets up their algorithm against MEME-TYPE POSTS and posts with LINK-
BAITING or CLICK-BAITING captions/copy/text.






















*Example of a Health & Fitness Meme

February 2015

Tweed Fitness Club

Facebook

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*How a Link-Bait / Click-Bait Post is Set-up






























The best way to go is still to listen to the pulse of your target
market and put out content that is MEANINGFUL and RELEVANT to
their lives.

February 2015

Tweed Fitness Club

Facebook

17

Pro Tips:

Alternate the types of posts you publish per day at different times
and observe which ones hit the goals you are targeting

Post links to blogs that provide valuable information. Replace the
blog thumbnail with more attractive pictures when necessary

When posting important things like SCHEDULES, try to create a
picture/image for it so that it is more appealing to be shared by
your audience. BUT dont put the entire week in one schedule
have it in categories TO MAKE IT EASIER FOR CUSTOMERS TO
FIND WHAT THEYRE LOOKING FOR:





















*DAY-BASED SCHEDULE. SAMPLE ONLY. DETAILS CAN BE CUSTOMIZED.

February 2015

Tweed Fitness Club

Facebook

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*CLASS-BASED SCHEDULE. SAMPLE ONLY. DETAILS CAN BE CUSTOMIZED.























*INSTUCTOR-BASED SCHEDULE. SAMPLE ONLY. DETAILS CAN BE CUSTOMIZED.

February 2015

Tweed Fitness Club

Facebook

19

Customer Service


Facebook isnt just a place for businesses to put their services out
on a wider market or to have the potential of earning more moneymore
importantly, it is a platform for businesses to CONNECT TO THEIR
MARKET.


One IMPORTANT type of connection that businesses need to
CONSTANTLY and CONTINUOUSLY make with their market/audience
is in the area of CUSTOMER SERVICE. Social Media is such an excellent
avenue to SERVE YOUR CUSTOMERS BETTER because simply put,
EVERYONE IS ON SOCIAL MEDIA.


So the more well-known you are in this arena, the better it is for
your business.


There is only ONE PRO-TIP for this:

REPLY TO YOUR CUSTOMERS.

ANYONE who leaves a comment on any of your posts or posts a
message on your page wall is a CUSTOMER even if they havent signed
up for any classes or have ever set foot in your gym.

CUSTOMER SERVICE IS KEY.

February 2015

Tweed Fitness Club

Facebook

Beating the
Algorithm

20

February 2015

Tweed Fitness Club

Facebook

21

Facebook CONSTANTLY changes their algorithm so much that it
gets harder and harder for businesses and marketing professionals to
reach and engage their audience ORGANICALLY (for FREE). Facebook is
pushing businesses to PAID types of promotions which frankly, as an
average Facebook user, people dont really like seeing on their News Feed.

So what do we do? We try to BEAT THE ALGORITHM.

How do we do this? Well, there is NO FIXED FORMULA. But what
we can do is go back to the root of social media, which is PEOPLE and
PREFERENCE.

DOs

DONTs

Get to know your audience better. Find

out who they are, what they like, what
they need, and what they are looking
for.

Dont just randomly post things when

an idea or event arises. Take time to
see when the best time would be to
post and what medium to use: picture,
video, etc.
Dont use pictures that are blurred,
pixelated, or sizes lower than the
standard size.

Create and develop excellent and

meaningful content.

Vary your post types per day per week.

Evaluate
your
Facebook
Page
marketing performance by checking
and understanding the data provided.
Adapt to changing
changing times.

trends

and

Dont post simple text-only status

messages. As much as possible, create
simple infographics.
Dont post too many times a day. This
will flag the algorithm and make it
harder for your page to reach your
market.
Dont use your Facebook Page blindly.
A Facebook Business Page DOES NOT
work the same way as your PERSONAL
ACCOUNT.
Dont be stuck in the mentality of If it
aint broke dont fix it. Just because
things seem good it doesnt mean
that you cant strive to make it BETTER.

February 2015

Tweed Fitness Club

Facebook

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v.1.0
salvarez 02222015