Social Media Marketing

Three ways to create a Pinterest business account:

-Add a business profile to your personal account -Convert your personal account -Create a new business account *This is the most simple method

Notes on setting up an Instagram business account

-As Instagram is a mobile native app you will need to set up your account by downloading the app on your phone, and then connecting to Facebook -You can change your Instagram profile to a business account in the app and begin to market your products -If you have a Facebook company page for your business, you can link your Instagram business account to your company page, and manage paid promotions through Facebook Business Manager

Increase your brand affinity and trust by building relationships in your community (value of social media marketing)

-As a social media marketer, you need to initiate, facilitate, encourage, and participate in conversations to connect with others and subsequently build relationships -To build relationships it is important to remember that social interactions should be a value exchange where all the participants who communicate get something in return -Make sure that what you are saying is meaningful: *Your contribution should be entertaining, thought-provoking, or useful to people you're engaging with *It should resonate with the community, or prove impactful to people in some way

Create and upload assets (elements to completing profile)

-Assets include profile pictures and cover photos -They should make a strong first impression *Users move between profiles of feed very quickly -Always choose images that depict your brand in a positive or engaging way -Profile pictures: *Brand logo, engaging image, etc *Should be updated reguarly -Cover photo: *Ensure that there is a focal point in the photo *You can include light CTAs like phone numbers or special offers *Should be updated reguarly

The value of social media marketing:

-Builds and maintains relationships with both new and existing customers around the world -Brands are able to leverage organic and real-time feeback from their customers -Offers an instant and positive customer experience -You can build your brand story in the mind of your audience -Increases brand affinity and trust by building relationships in your community

Notes on creating a company page on LinkedIn

-Businesses should set up a Company Page to avail of the additional features, such as advertising and analytics, on LinkedIn -Verification is something that isn't readily available on LinkedIn *If it becomes available in the future, organizations will be able to verify their pages to add additional credibility to the experience -A company page on LinkedIn will require all of the same creative assets (cover photo and profile picture), and about us info as the other social channels, but will be more professional in tone to match the audience for this professional social network

Steps to creating a company page on LinkedIn:

-Click the "Work" icon in the top-right corner of your LinkedIn homepage -Click "Create a Company Page" -Enter your company name and choose an URL (linkedin.com/company/yourcompanyname) -Check the verification box to confirm you have the right to act on behalf of that company in the creation of the page -Click the "Create Page" button

Two ways to set up a business page on Facebook:

-Create a standalone page -Create a free Business Manager account

Elements to completing your brand's social media profile:

-Create and upload assets -Add a short bio -Contact details section and links to your website -Think about who you are talking to

Tasks to focus on when managing your social media strategy:

-Develop relevant content topics to reach your brand's target customers -Curate, create, and manage all published content -Monitor, listen, and respond to the community in a way that builds trust in your brand -Nurture and grow the community (reach out to influencers you might like to collaborate with) -Oversee the design and creation of social assets (Ex. profile photos, ad copy, landing page designs, blogs, etc) -Manage promotions and social ad campaigns -Analyze, review, and report ROI on key metrics (implement best practices and optimize your strategy as needed) -Monitor trends in social media (tools, applications, trends, design, and strategy) -Identify threats and opportunities in UGC (user generated content) relevant to your brand (report relevant threats to the appropriate teams in your company)

Steps to setting up an Instagram business account:

-Download the Instagram app on your mobile phone and connect to Facebook -Go to the menu of the app and choose the "Settings" icon -Choose "Switch to Business Account" -Add your business details, bio, and so on -Connect your Instagram business account to your Facebook company page

Key social media platforms:

-Facebook -YouTube -Instagram -LinkedIn -Twitter -Pinterest

Steps to setting up a Pinterest account for business:

-Go to pinterest.com/business/create -Enter your email and a new password, then click "Create Account" -After choosing your language and location, add your business name -Then choose the description that best fits what your business does and add a link to your website -Connect your Instagram, YouTube, and/or Etsy accounts -Edit your profile by clicking on the pencil icon besides your name -You may wish to change your profile name and add a profile photo that represents your brand *The profile name is automatically pulled from the email you use -When you fill in the about section, try to include a few keywords and click "Done" to save

Steps to setting up a YouTube channel:

-Go to youtube.com and click "sign in" at the top right corner of the page -Then log in using the Google account you'd like your channel to be associated with -In the top right corner of the screen, click on your profile icon and you will see a list of options -Click on the "Create a Channel" option -Next, you'll have the option to create a personal channel or create a channel using a business and other name -Next, name your channel and select a category -Finally, fill out key channel information such as a description and link to your website, and upload channel art to ensure your channel looks professional and fits your brand N

Think about who you are talking to (elements to completing profile)

-How they like to be communicated with, and how you can engage them with your brand message and meaningful content -Take time to fill in all the sections of your profile with your target customer in mind

How to build a valuable community on social media:

-Invite your friends -Welcome your customers -Add social buttons -Cross promote on different platforms -Add your job role to your personal profile -Add your social links in your email signature -Use hashtags in posts -Join platform groups that are relevant to your business -Promote your social media pages at events -Follow accounts related to your brand or industry -Consistent posting schedule -Use emojis and colloquial terms when appropriate -Respond to comments and queries from your community -Use GIFs, quote images, and memes -Offer special promotions -Partner with influencers and other brands

Notes on setting up a Facebook business page

-It is also possible to add an existing page which you own, or request access to a page from a client on Facebook Business Manager -Facebook Business Suite is currently being rolled out. Business Suite lets you manage all of your connected accounts across Facebook and Instagram in one place -Digital marketing professionals should choose to run and manage social media activity through Facebook Business Manager *It allows for more precise targeting options, centralized management of all pages and ad campaigns, integrations with Instagram, and other enhanced features which aren't available through native page creation *You can do more faster, and it will give you an edge over competitors who opt for the native platform

Steps to setting up a free Business Manager account on Facebook:

-Log into Facebook or create a new profile -Visit https://business.facebook.com/ and choose to "Create an Account" -Enter your details -Go to "Business Settings" -Click on the "Pages" tab -Click "Accounts" and click "Pages" -On the right-hand side of the page, click "Add New Pages" -Select "Create a New Page" -Enter page name, details, and upload creative assets when prompted to do so

Notes on setting up a Twitter account for business:

-On the surface, there is no difference between a Twitter account used for business and standard Twitter accounts, but additional features are likely to be rolled out in the future -With Twitter, you can sign up for an account and simply use it for business

Why communities are important for social media marketers:

-Promote engagement with their businesses' social profiles and brand content -Brings users closer to your brand -Increases your brand visibility on the platform -Attracts more potential customers to your profile -Creates a welcoming, engaged environment -Fosters brand loyalty and affinity (community members recognize your brand as responsible for their positive experience and growth) -Incubators of inspiration; encourage members to share their own stories with your business (can create lasting connections and inspire others to action) -Fosters trust (if your followers function well as a community, it is a sign that your brand is trustworthy) -Attracts more followers and earns higher retention rates

Metrics to use (awareness and interest stages)

-Reach -Frequency -Profile visits (secondary) -Increases in brand searches (secondary)

Steps to setting up a Twitter account for business:

-Sign up for a new profile on Twitter.com -Enter your details and set your password -Add cover photo and bio, and so on

(SUMMARY) Key Social Platforms for Digital Marketing

-Social media marketing is a form of digital marketing that uses social networking platforms to increase brand and product exposure, and cultivate relationships with the consumers -Social media will feature in all stages of the Consumer's Journey to some degree but for the most part, it's biggest impact is in the top-of-funnel areas -Social media marketing yields a greater ROI than other marketing channels because it provides a forum to build relationships through storytelling and gathers real-time feedback for optimization -Facebook is great for large-scale reach, YouTube is the largest video-sharing platform, Instagram is used to share curated photos and video, LinkedIn is for professional networking, Twitter is ideal for real-time conversations, and Pinterest is for sharing ideas -Social media marketers are responsible for content creation and management, community growth, and optimization -Hashtags, branded or not, are a great tool for marketers to increase brand recognition, expand reach, and target new customers

Add a short bio (elements to completing profile)

-The bio introduces your business and what you do -Make sure that the tone of the bio is appropriate to your audience, and consistent with your brand's own tone of voice

Brands are able to leverage organic and real-time feedback from their customers (value of social media marketing)

-They are able to read what people are saying about their brand, products, or competitors when they post or comment -They can use social listening to find what works well for their brand: *What they can change and adapt *Get ideas for new products or features that their customers would be interested in

Build your brand story in the mind of your audience (value of social media marketing)

-This can be achieved by telling the story of your brand through videos, ads, case studies, and other forms of media formats on social channels -You can build a strong, recognizable brand identity in the minds of consumers by communicating your brand values and message in a consistent, authentic way -You can tell your brand story through the content which you post online

(SUMMARY) Setting Up a Social Media Experience for a Business

-To set up a business page on Facebook, you can create a standalone page from your Facebook profile or create a free Business Manager account, and create or import client pages to that account -You can customize your personal YouTube channel for business or you can set up a new YouTube channel -You can link your Instagram business account to your Facebook company page, and manage paid promotions through Facebook business manager -On LinkedIn, businesses should set up a company page to avail of additional features, such as advertising and analytics -There is no difference between a Twitter account used for business and standard Twitter accounts -The easiest way to create a Pinterest business account is to create a new account from scratch

Offers an instant and positive customer experience (value of social media marketing)

-You can offer this experience to people who reach out to you or discover you online -When people associate your brand with a positive customer experience, and feel that you have responded in a genuine way, they are more likely to: *Positively engage with your brand *Buy from you *Possibly become a brand advocate

Factors that inform algorithm relevancy for a user:

-Your connections -Engagement -Timeliness

Newsfeed (key terminology)

A center of content discovery on each social platform where you can see posts from friends, brands you are connected to, and advertisements from organizations that want to connect with you *Also referred to as the "home feed" or "timeline"

Social media community

A community is a social unit that creates a feeling of fellowship with others as a result of sharing common interests, goals, and attitudes. Social media marketers are responsible for fostering thriving communities on social channels to drive brand recognition and encourage conversations from people who engage in their community -It is not enough to have a huge social following; you need an engaged community to grow and be able to maintain a loyal follower base

Story (key terminology)

A feature that allows users to share ephemeral moments from their day, which appear together in a slideshow format, creating a visual story

Blocking (key terminology)

A feature that allows you to remove followers, preventing them from re-following, mentioning, direct messaging, and otherwise contacting you on the platform

Social media marketing

A form of digital marketing that uses social networking platforms to increase brand and product exposure, and cultivate meaningful relationships with consumers online -Social media now has 3.8B users globally -Social media accounts for more than 1/3 of total time spent on the internet

Snapchat (overview)

A multi-media messaging app that can be used by marketers for effective, ephemeral (lasting only a short time), storytelling and showcasing products through its vertical video format. Snapchat offers advertising across its platform with sponsored Snap Ads, Story Ads, and Geofilters which can be purchased directly through the self-serve Snapchat Advertising Manager on a cost-per-click or cost-per-impression basis -Widely known for being popular with a younger audience *19% of 13-24 year-olds in the US use Snapchat -Even though Snapchat content is transient, you can access your memories, which are segmented into snaps, stories, and the camera roll -It has unique discover channels that provide brands with the ability to serve ads and collaborate with publishers like Buzzfeed, Daily Mail, The Wall Street Journal, and more -The platform made the use of the augmented reality mainstream, with its facial lenses, and other unique personalization and customization capabilities such as geofilters, bitmojis, and drawing tools -Offered brand AR filters called sponsored lenses, which come at a greater cost and can be purchased directly with Snapchat

Mention (key terminology)

A post or comment that contains another user's username anywhere in the body of the message

TikTok (overview)

A short-form, video sharing app that allows users to create and share videos on any topic. The emerging app is hugely popular amongst Generation Z (13 to 18 year-olds). Brands are beginning to experiment with how they can use the platform to reach younger audiences -The app offers a wide selection of sounds and song snippets, along with the option to add stickers, filters, and augmented reality effects -The app has disrupted the social media landscape since its launch -TikTok users can create a variety of videos, ranging from challenges, dance videos, magic tricks, and funny videos -It has earned a reputation as a casual platform where users feel comfortable expressing themselves -It is sparking a new generation of influencers and viral memes

LinkedIn (overview)

A social media platform that's focused on building and developing professional connections -B2B focused -It is focused on reinforcing the vision and mission of a company -It is a platform focused on professional networking *It is great for recruitment, building relationships with current employees, and fostering affinity groups -It is also useful for sharing corporate news, targeting corporate consumers through paid advertising, and B2B communication through thought leadership and insight -It is very important to use the right tone on LinkedIn *It is a business channel, so communications tend to be less whimsical and more professional than other social channels

Pinterest (overview)

A social network that allows users to visually share and discover new interests -Users do this by posting (known as "pinning") images or videos to boards which have specific themes, and browsing what other users have pinned -Users are in discovery mode, often looking for ideas such as recipes, home and style inspiration, and fashion -Every idea is represented by a 'pin,' which is an image that is searched and saved by Pinterest users -Pins can also link back to websites, which is why Pinterest is great for driving traffic and sales -There are over 200M monthly Pinterest users worldwide, all seeking and sharing helpful, inspiring ideas on the platform *Half of all US millennials use Pinterest every month *Of it's global audience, 66% is female age 25-54 -Pinterest is perfect for showcasing products and services *Acts as an information resource for many users preparing to make a purchase *Pins help people find more information on products they're looking to buy -When comparing Pinterest to Instagram, being able to easily add links is what sets Pinterest apart as a powerful marketing strategy -Advertising is available to ensure that your pins are reaching new customers in the feed *Pinterest Ads Manager is a self-service advertising platform that allows brands to target audiences based on interests, age, and gender -The platform works best for B2C advertising that targets millennials and generation X

Tag (key YouTube terminology)

Adding categories through tags also helps your video reach relevant audiences

Follower or fan (key terminology)

Another user who has subscribed to receive and view your posts in their feed

Engagement (key terminology)

Any interaction that a user takes on a social post, including likes, reactions, comments, retweets, regrams, shares, and so on

Subscribe (key YouTube terminology)

By subscribing to a particular channel or user on YouTube, you can receive instant updates whenever new content from that source appears

WhatsApp (overview)

Commonly known as a free private messaging app where users engage in one-on-one or group messaging. Using WhatsApp can provide a key way to communicate directly with your customers, offering live feedback and support, and updating them on the latest offers and product news -More than 60B messages are sent through WhatsApp every day -It is currently the third largest social networking platform in the world -Increasingly, users of messaging apps, particuarly younger users, are willing to engage with businesses -WhatsApp Business is a free professional version of the app, allowing brands to create a separate WhatsApp profile for business communication *There are limitations to make WhatsApp better suited for small businesses: you can only message a total of 256 contacts *Broadcast lists can be used to send alerts to anyone who has your number saved in their phone's address book ~Users see the message as normal ~Unlike groups, they cannot see who else received the message ~If they reply, this won't be sent to anyone else on the Broadcast list -WhatsApp has begun to roll out advertising through Facebook Advertising Manager *Offers advertising in the status area *Offers advertising in the Facebook feed, which drives users to go to a WhatsApp chat with a brand

Twitter (overview)

Conversational in nature, due to it's fast-paced, real-time dimension of it's user's timelines -Social network that enables users to send and read short posts called tweets on a public platform -Twitter introduced hashtags to the social sphere, which makes it a great place to discover content -Excellent place for participating in major cultural moments or events in real time *Be aware of sponsorship stipulations associated with major events -It is important to have customer service representatives listening and responding on Twitter reguarly -Great for sharing company news and product updates

Business Manager Account (Facebook business page)

Create a free Business Manager account, and create or import client pages to that account. This is the most efficient way to manage your Facebook presence for business, including posting content and creating ad campaigns -business.facebook.com

Notes on setting up a YouTube channel

If you have a Google account you can engage with and comment on YouTube videos -However, Google accounts don't automatically create YouTube channels

Invite your friends (building community on social media)

Invite people you know who may be interested in your business to like or follow your account -They can support you by interacting with your posts and sharing your content -This initial audience will help establish your credibility, build your reputation, and spread word about your business right away

Metrics not to use (awareness and interest stages)

Number of sales driven directly after a social click

Connections (key LinkedIn terminology)

People in your network are called connections. Your network is made up of your 1st, 2nd, and 3rd-degree connections, as well as fellow members of your LinkedIn groups. Your communications options for your extended network vary based on the degree of connection

Pin (key Pinterest terminology)

Pins are ideas that people on Pinterest create, find, and save from around the web. If you click on the Pin, you can see the website to see how to make it or where to buy it

Rich Pins (key Pinterest terminology)

Rich Pins provide more context about an idea because they show extra information directly on a Pin. There are four types of rich Pin: *App *Product *Recipe *Article

Algorithms

Select the content deemed to be the most relevant to users at the time they land in the newsfeed -Every piece of content you publish is ranked for relevancy by the algorithm -It uses initial responses to your content to determine whether to show it to more people *Good content spreads quickly *Poor content doesn't get seen

Social media and the consumer's journey

Social media can play a key role in your potential customers through the consumer's journey -Social media is featured at each stage of the consumer's journey to some extent *It is most effective at the top (the awareness and interest stages) -Knowing where social media sits on the consumer's journey allows you to understand its influence on the commercial and non-commercial outcomes -Social media also plays a key role in showcasing your brand's story, and influencing the perception of your brand

Board (key Pinterest terminology)

The Pins you save live on your boards. Name your boards and arrange them on your profile however you like

Feed (key Instagram terminology)

The algorithm-based home feed shows the photos and videos which Instagram thinks are most interesting to the user

Channel (key YouTube terminology)

The channel serves your profile page, showing the account name description, the public videos the member uploads, and any user information the member enters

Timeliness (factors that inform algorithm relevancy)

The content that has been posted most recently, and may have the most topical relevance for you at the time

Facebook (overview)

The largest social platform, is a highly effective channel for audience reach -It's mission is to enable people to share information and content with others who work, study, and live around the world -It is a platform for brands and businesses to connect and build relationships with their customers -As of recently, the audience is mainly associated with mid to older millennials, as well as older age groups *Understanding demographics is an important consideration for choosing which social platform to advertise on -It is great for large-scale reach, and attracting a wide range of demographics -Highly mobile experience *This allows marketers to engage consumers easily at all points throughout their day through a highly effective mobile experience (this makes Facebook an effective channel for audience reach)

YouTube (overview)

The largest video sharing platform in the world. It is where users can watch, like, share, comment on, and upload their own videos -It is used to watch music videos, comedy shows, how-to guides, product reviews, recipes, hacks, and more -Teens use it to follow their favorite vloggers (video bloggers), and to subscribe to other YouTubers and celebrities that they are interested in -More than 70% of YouTube watch time comes from mobile devices -It attracts a range of demographics, but is usually associated with the 15-49 year old range -The most common behavior is watching videos, so the platform is good for gaining mass reach *Other behaviors include engaging with videos through likes, dislikes, shares, saves, and comments -Users can subscribe to a channel to ensure they are more likely to be shown new content created by the channel in their home feeds

Filters (key Instagram terminology)

There are a variety of photographic enhancements that can be applied to content before publishing

Niche and emerging social media platforms

There is a huge opportunity to use WhatsApp, TikTok, and Snapchat for marketing campaigns -These platforms have established themselves in terms on monthly active users, but are relatively untapped marketing platforms -There is a huge opportunity to use these for marketing campaigns, as they are less competitive -It is important to understand your target audience to see if these platforms can help you meet your objectives

Group Boards (key Pinterest terminology)

These are collaborative boards with other Pinterest users, often used to share ideas and plans

Moments (key Twitter terminology)

These are curated stories showing the very best of what's happening on Twitter, customized and editable to show the current topics that are popular or relevant to the user. They can only be created on Desktop

Stories (key Instagram terminology)

These are ephemeral short-form content which shows in the home feed and on a user's profile for 24 hours. These can be customized with filters and GIF stickers

Profiles (key Facebook terminology)

These are for non-commercial use and represent individual people. Through your profile, you can amass friends, and you can also follow profiles to see updates from people you're interested in but aren't friends with

Premium Accounts (key LinkedIn terminology)

These are paid-for-subscriptions utilized for the purposes of career progression, recruitment, lead gen, business insights, and learning

InMail (key LinkedIn terminology)

These are private emails on LinkedIn, available only to Premium accounts, sent to fellow professionals without the need of an introduction, contact information, or connections

Quote Tweet (key Twitter terminology)

These are retweets with additional comments added (up to 140 characters) before posting

Company Pages (key LinkedIn terminology)

These are specific pages for an organization to post or promote content through paid campaigns

Setting up a social media experience for a business - overview

These days, most businesses are active on more than one social media platform -Most social media platforms have a business version of their offering *You should choose this when doing marketing for an organization -It is vital to keep the information you post as consistent as possible across sites *Ensure that the images, videos, and text you use are consistent with your brand *You may have conversations with the same people on multiple platforms (you'll want to position your brand in a way thats easy for people to recognize and engage with)

Pages (key Facebook terminology)

These look similar to personal profiles, but offer unique tools for business, brands, and organizations and are managed by people who have personal profiles. You can 'like' a Page to see updates from that business in your Newsfeed. Businesses would always choose to create a page and not a profile for their social activity

Builds and maintains relationships with both new and existing customers around the world (value of social media marketing)

These people may have been difficult to reach in the past through traditional means

Live (key Facebook terminology)

This allows people, public figures, and pages to stream and share live video with their followers and friends

Mute Words (key Twitter terminology)

This feature allows users to stop receiving notifications for mentions based on specific words, phrases, usernames, hashtags, or emojis

Highlights (key Instagram terminology)

This gives you the opportunity to save Stories in folders on your profile so they remain longer than 24 hours

SlideShare (key LinkedIn terminology)

This is LinkedIn's content hosting platform that works as a web service, letting you upload presentations, videos, infographics, and PDFs to share with everyone. It is a very conveinent way to house all of your brand's shareable content in one place

Pinterest Browser Button (key Pinterest terminology)

This is a browser extension which allows users to save ideas around the web to a Board with one click

Events (key Facebook terminology)

This is a calendar-based resource which can be used to notify users of upcoming events or occassions to reach many people in a short amount of time

Messenger (key Facebook terminology)

This is a communication tool that can be used by marketers to engage with customers via private message

Reply (key Twitter terminology)

This is a direct response to another user's tweet which begins with the @ symbol followed by their username and then your response. Conversation replies are ranked out of interest, meaning that some replies in a conversation are not shown in chronological order. Replies are also grouped by sub-conversations to show the best-fit content first, based on several factors such as interactions and likes

Watch (key Facebook terminology)

This is a free video-on-demand service you access through the Facebook site and app. It allows creators to upload their own short and long-form videos, but it also includes original comedy, drama, and news programming

Description (key YouTube terminology)

This is a keyword-rich caption that appears underneath your video. Often businesses use this area to provide a strong call to action, link to a website, or other social media platforms

Periscope (key Twitter terminology)

This is a live-streaming social app built into Twitter which lets users broadcast and explore the world through live videos and social interactions

LinkedIn Group (key LinkedIn terminology)

This is a page that supports specific, topical discussions moderated by group owners and managers

Business Manager (key Faceook terminology)

This is a platform that lets businesses more securely share and control access to their ad accounts, Pages, and other assets on Facebook

Carousel (key Facebook terminology)

This is a popular post or ad format which allows up to 10 images or videos to be displayed in one scrolling post. You can highlight different products, showcase specific details about one product, service, or promotion, or tell a story about your brand

Creator Studio (key Facebook terminology)

This is a tool which allows you to track and manage content performance, even across different pages if you manage many. There is a scheduling tool and an inbox which allows you to manage comments and messages across Facebook and Instagram

Retweet (key Twitter terminology)

This is a tweet from another user that is shared publicly with your followers

Twitter Trend (key Twitter terminology)

This is an enhanced version of a tweet that enables the attachement of media to tweets for the purpose of driving traffic to your website. There are four types of cards: the Summary Card, the Summary Card with the Large Image, the App Card, and the Player Card

Geo-tagging (key Twitter terminology)

This is the act of stamping the location details of where a tweet was created which enables users to search for tweets within a given area. This can be enabled or disabled

Tweet (key Twitter terminology)

This is the communication unit on Twitter. It is limited to 280 characters. However, the most common length of a tweet is just 33 characters. Only about 1% of tweets hit the 280-character limit

Thumbnail (key YouTube terminology)

This is the custom image you can select as the cover of your video. This can either be a still from your video or a unique image uploaded to YouTube

Title (key YouTube terminology)

This is the name you give to each video you upload. Keywords are important here to ensure your content ranks well within search

Search and Explore (key Instagram terminology)

This is where content of interest can be discovered from accounts you don't yet follow

Username or handle (key terminology)

Used by people and brands to identify themselves on Twitter, Instagram, and Snapchat; they are usually preceded by the @ symbol

Engagement (factors that inform algorithm relevancy)

What content you've stopped to look at, clicked on, and reacted to recently -This content can be from the people you are connected to, and also from content topics or hashtags you've shown an interest in

Your connections (factors that inform algorithm relevancy)

Who you follow or are friends with

Standalone page (Facebook business page)

You can create a standalone page from your Facebook profile. However, this is quite basic and has limited functionality -www.facebook.com/pages/creation

Social media - awareness and interest stages

You should be aiming to drive awareness of your products and services with your social media activity -The content should be tailored and created for each stage of the consumer's journey -By understanding the objectives that social media is likely to achieve, you can allocate budgets more effectively, and measure the success of your activity