3 - Facebook, Instagram, and Pinterest

Types of UTM Parameters

(1) Campaign source: This is the social network, search engine, newsletter, or specific source driving traffic (2) Campaign medium - This tracks the type of channels driving the traffic, including organic social, paid social, email, and so on. (3) Campaign name: This is the name given to each campaign to help keep track of your digital marketing efforts. All these parameters can be added to individual links for tracking. You can either do this manually, or you can use the Google Analytics campaign parameter builder

Graphic Based Content Types that Work Best on Instagram

(1) Memes (2) Quotes (3) Infographics

How to analyze UTM Parameters data

(1) go to google analytics (2) In reports tab go to Acquisition, then campaigns (3) Here you see a list of campaigns you created trackable URLs for with traffic numbers and conversation rates (4) this gives you a clear picture of how social posts drive traffic to your website and whether those visitors are converting into customers (5) you can then analyze impact of paid vs organic posts, track referrals from dark social channels like messaging apps, and more accurately calculate ROI

analyzing activity

(Creator Studio Tool on Facebook) This Insights section of Creator Studio is a little different from the standard Insights on a Facebook Page, or on Instagram; it's just for videos and stories. The video performance insights include Minutes Viewed, 1-Minute Video Views, 3-Second Video Views, Engagement, and Net Followers. You can also assess your video audience, including data such as viewer gender, location, age, and so on.

Scheduling

(Creator Studio Tool on Facebook) You can schedule, back date, or save draft posts for Facebook and Instagram.

Managing Engagement

(Creator Studio Tool on Facebook) You can view your Facebook Page inbox, Messenger, and Instagram Direct, and all engagement across both Facebook and Instagram, including all post comments, tags, and shares. You can also respond to comments. This is a great feature for community managers as it allows them to handle all interactions in one spot

Posting

(Creator Studio Tool on Facebook) You have the option to create a post or Story, upload a video, IGTV, multiple videos, go Live, or post a video across various Pages.

Slideshow ads

(Facebook) - A feature that allows you to create a customized, high-quality video without the expense of video production. Combine multiple images, text, and sound in your slideshow to capture your audience's attention and tell a story with photos.

Events

(Facebook) - A feature that lets you organize gatherings, respond to invites, and keep up with what your friends are doing. As a business, you can create events to highlight in-store or online activities that you are planning. Once users agree that they are 'interested' or 'going', they will then be notified when you post updates on your event page

Instant Experience ads

(Facebook) - A full-screen experience that opens after someone taps your ad on a mobile device, and which features a combination of images, videos, text, and links. Allows you to customize with your own layouts. People who tap an ad or post with an Instant Experience on their mobile phones or tablets can interact with through taps, pans, and swipes, all without leaving Facebook.

Job post

(Facebook) - A post that allows the Page to share a vacancy with its audience. The post includes Title, Location, Salary, and Job Type

Carousel ads

(Facebook) - An ad format that lets you show multiple images and/or videos in a single ad, each with its own headline, description, link, and call-to-action. You can share up to 10 in an ad. Videos auto-play by default as a person swipes through your cards.

Photo posts

(Facebook) - Receive much higher engagement than text posts. You can add multiple images to a post to ensure it is even more eye-catching. Ensure creative assets are high-quality, and accurately reflect your brand or message.

Status posts

(Facebook) - These posts contain only text, but the user can select a colored or patterned background to ensure it stands out

Ad

(Facebook) - This allows you to create a post that links to a website off the Facebook platform, an app, your Page, or a direct messaging thread. These posts are paid for and targeted to an audience which you create, using the Facebook Ads Manager tools

Link posts

(Facebook) - a post that shares a URL with your followers. To create a link post, paste a link into the composition box and a preview of the website will automatically appear.

Live video

(Facebook) - allows you to broadcast a video live to your Page, where users can watch in the moment or after the live broadcast ends. Live video is an intimate, authentic way to connect with followers. These broadcasts can be used for Q and As, behind-the-scenes tours, product demos, and so on

Offer ads

(Facebook) - are discounts that you can share with your customers on Facebook to encourage people to shop on your website, at your physical shop, or both. When people see your ad in their News Feed on Facebook, they can save it, like it, or comment on it. When someone saves your Offer, it will appear in their Offers bookmark for later use. A person who saves your Offer will be reminded about it on Facebook up to three times, depending on their personal notification preferences.

Video posts

(Facebook) - can grab attention, as they play automatically in the news feed. They can help bring your story to life quickly, and drive business goals. A native video is one that is uploaded directly to Facebook, rather than posting a link to a video from a thirdparty site. A video link offsite is considered a link post.

Stories

(Facebook) - photo or short video posts in vertical format that disappear after 24 hours. Can be up to 20 seconds long

Reels

(Instagram) - These are multi-cut videos designed for highly creative content using effects and music. Reels can be 15 or 30 seconds long, and can be discovered in a Reels tab on your profile and in the Explore tab

Multi-image posts or carousels

(Instagram) - These posts allow users to swipe through up to 10 photos and are incredibly engaging.

Videos

(Instagram) - You can post videos up to 60 seconds long on your Instagram feed. You can go longer with IGTV content - up to 10 minutes - and preview a trailer on your main feed

Stories

(Instagram) - are vertical format and disappear after 24 hours. Followers expect them to be real and raw, compared to your curated main feed. The maximum length for an Instagram Story video is 15 seconds. Photos in Stories appear for 7 seconds. Brands can post as many Stories as they like

Photo posts

(Instagram) - the most common post on Instagram is an image. Users are looking for highquality images that show off your brand or culture, or provide a behind-the-scenes look at your brand.

News Feed

-a center of discovery for digital and mobile audiences. It's where you see posts from friends and brands you are connected with, and advertisements from organizations that want to connect with you -also where people focus their attention. It can be a hugely competitive space, so brands must consider how to make their content stand out. Methods that work well in this regard include using eye-catching and creative photography, graphics, and video content that is optimized for mobile -to be effective, brands must also adopt a voice that is appealing to their target audience. For example, the tone of voice on Facebook is conversational and more personal than on other digital channels such as websites or email.

Maximum length for Instagram Story

15 seconds

Stories

A collection of images and short videos which disappear after 24 hours, available on both Facebook and Instagram

News Feed

A continuous stream of updates that appears on your Home page. People spend most of their time in this area

Reels

A feature for sharing 15-second multi-clip videos on Instagram, with additional effects such as audio tracks, creative editing tools, and filters.

IGTV

A feature for sharing long-form video content on Instagram. Users can post up to 10 minutes, or 60 minutes if they are verified

Advertiser

Access to ad creation and insights — (Facebook Admin Type)

Analyst

Access to insights — (Facebook Admin Type)

Moderator

Access to messaging, comment and follower management, ad creation, and insights — (Facebook Admin Type)

Editor

Access to posting, messaging, comment and follower management, ad creation, and insights. — (Facebook Admin Type)

Cost-Per-1000-Impressions (CPM)

Also called cost per mille, it denotes the price of 1,000 advertisement impressions.

Creator Studio Roles

By assigning one of five page roles (admin, editor, moderator, advertiser, analyst), you can give people different levels of access to your Creator Studio. Not everybody who has access to your Facebook Page is able to make changes to content because there are restrictions in place based on the role you assign to each user. For example, an analyst can look at your insights, but can't create and publish content.

Live Contributor

Can go live as the Page from a mobile device. — (Facebook Admin Type)

Advertising Budget

Don't spend advertising budget on post engagement or to have post engagement as your primary objective. For example, avoid using the Boost Post option on FB posts to drive conversions. Boost posts are designed to drive awareness and engagement and should be used to complement your advertising campaigns. Focus your efforts on ads that drive action of consideration via website visits or video views.

Admin

Full access to all features and role management — (Facebook Admin Type)

Best Practices for Instagram Captions

Succinctly describe the photo or video content: Do this in an enticing way. Make sure your copy relates to what is happening in your content so that it's clear to your audience. Use your brand voice: Make sure this is relatable to your targeted audience on the Instagram platform. Front load the most important content: Remember that attention spans are short and figure out how to take your brand voice from longer copy and switch it to copy for Instagram. It's also important to front load your content since the caption will be truncated on screen. Add relevant emojis: They're fun and make brands more relatable. Include an action item: For example, ask a question and include a call-to-action. This leads to action from followers which can increase brand awareness. Include @mentions: By including the @mentions for any relevant accounts mentioned in your caption, you engage your community. You can also find new users through alerting them to your mention, since they will get a notification that they are tagged. Add keywords and hashtags for searchable content: Hashtags lead to broader reach, discoverability, and long-term relationships if users follow back after finding you. They are key for your Instagram posts to receive more likes, comments, and shares. Make sure to keep track of the hashtags that are trending. Add a link into your bio if necessary: If you're promoting a product or content that is hosted on an external website, post the website link into your bio. Tell your community to, 'Head to the link in our bio for more information', for example.

Return on Ad Spend (ROAS)

The amount of revenue earned based on advertising spend

Cost-Per-Click (CPC)

The amount you pay for each click on one of your Facebook or Instagram ads.

Video Views

The number of views on your videos. Facebook and Instagram count a video playing for at least three seconds as a view

Impressions

The total number of times your posts or adverts display on screen

Desktop Right Column

This is the area, in the desktop version of Facebook, where ads are displayed on the right-hand side of the browser window

Instagram Feed or Grid

This is your Profile page, and contains all your posts, photos, and videos.

Facebook Timeline

This is your Profile page, and contains all your posts, photos, and videos. This is also where your updates will show

Campaign name

UTM Parameter - This is the name given to each campaign to help keep track of your digital marketing efforts

Camapaign Source

UTM Parameter - This is the social network, search engine, newsletter, or specific source driving traffic

Campaign Medium

UTM Parameter - This tracks the type of channels driving the traffic, including organic social, paid social, email, and so on

Campaign Content

UTM Parameter you can add for advertising - This allows you to track different ads within a campaign

Campaign term

UTM Parameter you can add for advertising - This is used to track paid keywords or key phrases

Notifications

Updates about activity on Facebook relating to your Page, Profile, or Group

Personal account

a social media account solely intended for personal use. It is a basic level profile that allows you to share photos, follow people of interest, and connect with friends and family

Facebook Pinned Post

allows marketers to move posts to the top of their Page's timeline for seven days. This is especially important if there is an announcement or high-impact notification you would like to make visible to your fans for a longer period than a traditional post. Pinned posts are useful when highlighting competitions, promotions, important updates, or awards, for example When you pin a post, it will move to the top of your Page or timeline for everyone to see, and a pin sign will appear on the corner of the post. After seven days, the post will return to the date it was published on the Page timeline. You can unpin the post before the seven days have passed, if you prefer

Instant Replies

an auto-response feature on Facebook Messenger. It allows for your business to send an instant reply to any customer that has privately messaged your Facebook Page. Because they are immediate and automatic, Instant Replies help improve customer experience and reduce pressure on customer service teams.

Facebook Messenger

an effective business communication tool through which marketers can engage directly with customers Direct Messaging platform between users It allows: • One-to-one or group private messaging between people. • One-to-one communication between customers and businesses. • Users to communicate via Text, Video, Photo, and Emoji. • Businesses to transact with customers Note: Pages cannot initiate communication with users on Facebook Messenger. This is to protect users from potentially being spammed by businesses and provides a better user experience

User-generated content (UGC)

any content - text, videos, images, reviews, and so on - that is created by people rather than brands. UGC promotes authenticity, creates brand trust, and has a major impact on purchasing decisions. plays an important role in the curation of Instagram content. Potential customers, loyal customers, and influencers could all create UGC for brands. Directly crowdsourcing posts and engaging with your followers is also a highly effective and easy way to create content for your brand's Instagram feed

Instagram Insights

available for Business accounts. To access this section, you must switch to a Business account in your settings Similar to Facebook Page Insights, you can use __________ to learn more about overall trends across your followers and your content's performance with your audience. You can also view insights for specific posts, Stories, IGTV, and Reels you've created to see how each one performed and how people engaged with them.

Building fans versus driving consideration

building followers or fans is not a valuable measurement of success, especially when compared to driving consideration and direct or assisted conversions for your brand. Follower or audience growth should therefore not be a primary marketing objective and should only be measured as a second order affect following a social media campaign

Instant Replies to FAQs

can also be used to create automatic answers to frequently asked questions: • Choose Inbox at the top of your Page. • Select Automated Responses in the left-hand menu. • Choose Frequently Asked Questions and edit. • Add a question and enter your response. You can select Add Personalization to add your customer's name, the admin's name, a link to your Facebook page or website, or your phone number. You can also add an image or your logo, as well as a call-to-action button such as 'Learn More' or 'Shop Now'.

Facebook Save Feature

enables marketers to curate content by allowing them to save various forms of content. You can save and bookmark some of the things you see on Facebook to view later. You can like upcoming events, Pages, photos, links, and videos that your friends post. You can also save content from other Pages and repost it at a later date.

Algorithms

focus on giving users content which they want to see. Facebook's algorithm relies heavily on engagement. Facebook is constantly looking at user habits and analyzing what people are clicking, liking, sharing, and commenting on. This activity ultimately determines what Facebook shows in the News Feed and, as a result, the Facebook News Feed is different for each person that uses the platform. The News Feed reflects your interests and connections, which means the marketing you receive is also personalized for you. This has sometimes been referred to as an echo chamber. In other words, we only see content that reaffirms our beliefs and values

Business account

has features that drive business results by allowing brands and businesses to run ads, add eCommerce shopping features, enter official contact details, and integrate closely with Facebook. There is an in-depth suite of data available for business accounts, which allow you to analyze followers, content, and growth with historical statistics. It's important that you manage your Instagram Business account safely within your organization. It's recommended that you use two-factor authentication to log in to Instagram safely, particularly if you're working within a team. With this security feature, you'll be asked to enter a special login code or confirm your login attempt each time someone tries to access Instagram from a device the platform doesn't recognize

Creator account

is specifically for influencers, people of note, and people who produce a lot of content. It is a step up from a Personal account, with more features for those who need them. The additional features are follower data insights, including the daily number of follows and unfollows, as well as access to demographic data. Creator accounts also offer the ability to filter your DM inbox to prioritize or archive message conversations. There is also an option to add a 'Paid-for promotion' label to any posts which have been sponsored by brands

UTM parameters

short text codes that you add to URLs to help you track the performance of your content, as well as how you are converting your social media community into customers on your website. Once you add these to your links, you can find out more about what users did when they clicked on those links. UTM parameters work with analytics programs, such as Google Analytics, to provide you with more information of your social media success.

20 seconds

stories are a maximum of _____________ long per frame on facebook

15 seconds

stories are a maximum of _____________ long per frame on instagram

Facebook Page Insights

use to learn about the types of posts that most interest your audience. This, in turn, allows you to tailor your content to maximize audience reach deliver information about your Page's performance, including audience demographic data and how users are responding to your posts. you can be more effective with your posting, content topics, timings, and segmentation. You can learn more about: • the types of posts an audience is most interested in • how people are engaging with your Page • metrics about your Page's performance • which posts have the most engagement • when your audience is on Facebook

Personalization options

when creating Instant Replies or Messenger Greetings on Facebook Messenger, there are several _____________: • Person's first name • Person's surname • Person's full name • Your website URL • Your phone number • Your address Note: It's important to set up Instant Replies while you're away or offline.

Post and Story Sharing

— (Facebook Page Setting) Allow people to share your Page's stories, posts, or events to their own story

Country and Age Restrictions

— (Facebook Page Setting) By default, a Page is public. However, you can introduce country or age restrictions. For example, alcohol brands may not be available in a specific country. It's important to note that if there are restrictions against a Page and someone is not logged into Facebook, they will be shown a message on a blank Page asking them to sign-in. If there are no restrictions, the user is shown a preview of the Page within a sign-up home page

Profanity Filter

— (Facebook Page Setting) Can be set to medium or strong in the '___________________' section in 'General' settings. Facebook determines what to block by using the most commonly reported words and phrases marked offensive by the community

Tagging Ability

— (Facebook Page Setting) Choose whether to allow users to tag photos and videos published on your Page

Comment Ranking

— (Facebook Page Setting) Comments with the most likes or replies will appear first below your posts, as will comments from other verified Pages and profiles. If this setting is not checked, your Page will display the most recent comments first.

Remove Page

— (Facebook Page Setting) Deleting a Page is different to unpublishing a Page. Deleting your Page means that nobody will be able to see or find it. Once you click delete, you'll have 14 days to restore it in case you change your mind. After that, you'll be asked to confirm whether to delete it permanently. If you choose to change to unpublished instead, only admins will be able to see your Page

Merge Pages

— (Facebook Page Setting) If you are the admin of another Page with a similar name, you can merge them. When you merge Page A into Page B, the fans from Page A are transferred to Page B. Page A gets deleted, along with its content and Page insights

Page visibility

— (Facebook Page Setting) Leave your Page unpublished if you are not ready for it to go live. You can finish setting it up and publish it when you are ready. An unpublished Page is visible to admins but not to the public.

Favorites

— (Facebook Page Setting) Shows up on your News Feed in the menu on the left. This is useful if you manage a lot of Pages and want to quickly access one.

Similar Page Suggestions

— (Facebook Page Setting) To see how this feature works, 'like' a new Page and notice that Facebook will automatically recommend similar Pages that you may like. For example, if you like Volvo, then Mercedes, Audi, and BMW might get recommended. From this setting, you can opt to not show up as a recommended Page. If you disable the setting, similar Pages will not be shown when people like your Page. For example, Audi would not show up when a user likes Volvo if Volvo has disabled that setting. Before turning off this feature, it's worth noting that Pages get a lot of organic likes via the Similar Page Suggestions

Page Moderation

— (Facebook Page Setting) You can block posts or comments that contain specific words to cut down on inappropriate content within the '______________' settings in 'General' settings. If one of these keywords is used in a post or comment, it will automatically be marked as spam. A Page admin can approve or delete the content. The limit is 10,000 characters and every word must be separated by a comma. Be selective in the type of words that you block as you don't want fans to think you are censoring them.

Messages

— (Facebook Page Setting) You can decide if you want the '___________' button to appear publicly on your Page. If it is enabled, people will be able to contact you privately

Visitor Posts

— (Facebook Page Setting) can be found in the Community tab on your Page. People have two options when they want to publicly write on your Page. They can leave a comment on a post or write a message in the text box at the top of the Page. When someone does that, the message does not go on the Page's timeline, but into the Community tab. The timeline of the Page is reserved for content from the Page only. You have the choice to disable posts by other people on the Page, and you can set up an option to Review posts by other people before they are published on the page. This can be adjusted in your Page Settings.

Instagram Account Types

• Personal • Creator • Business Accounts

Instagram Best Practices

• Post daily • Create a unique visual identity with photos, graphics and videos; use color palette, fonts, and logos to create recognizable brand • Integrate user generated content UGC into your content strategy • use hashtages to categorize your content and get discovered by more users - you can post up to 30 hashtags, but studies suggest any amount more than 11 can significantly increase your post engagement • Work with Instagram Influencers - 87% of people say an influencer has driven them to make a purchase • Give your content a boost with Instagram Advertising

Optimized Page Post

• Use high-quality creative to stand out • Make posts actionable • Keep posts simple • Be topical • Track your success with UTM parameters to analyze what kind of posts, days, and post times work well

Creator Studio

• a one-stop social media content management tool within Facebook that helps businesses and creators to manage their content and messages, and to track performance on Facebook and Instagram • appears within Facebook and provides a content hub for uploading, scheduling, publishing, monitoring, and tracking all your content across Facebook and Instagram, with an emphasis on video. It's free to use and can be accessed from the navigation menu on your Facebook Page, if you are an admin

Optimizing Live Video on Facebook and Instagram

• ensure you have a strong connection • engage directly with your audience by actively responding to comments in the live broadcast • promote our broadcast ahead of time, across platforms • use influencers to help spread the word of your live broadcast • show an authentic side to your brand

Benefits of Facebook Messenger

• give quick and quality customer service • create purchase intent and sales • drive leads • allow people to reach out to you from CTA button • build brand value and trust • move crisis management and sensitive info out of the public realm

Benefits of Instagram Hashtags

• help meet marketing objectives • create discoverability which leads to new partnerships, engaged followers, and expanded reach. This can lead to higher sales and a larger global presence • help grow followers • can be used to increase social reach and improve brand awareness by searching popular hashtags related to their service, location, or target audience

Instagram Misconceptions

• only popular with Millennial and Gen Z users • only works if you sell visual products • only effective for big brands • can only use to post photos • is nothing more than a narcissistic platform full of selfies

Facebook Misconceptions

• only used by older people • only works if you sell products online • only effective for large companies and brands • only useful for posting commercial and sales content

Instagram Post Types

• photo posts • multi-image posts or carousels • videos • stories • reels

Facebook Best Practices

• post regularly - at least 3 times per week • understand what times work best • audit your page information • think mobile-first • post content that drives valuable engagement - page posts that generate conversation show higher in news feed and video is particularly effective at driving engagement • be present and available to respond to messages • embrace social media advertising

Value of Mass Appeal Channels

• reach people with a genuine interest in your brand • build your reputation • use highly creative options • gain valuable insight about your audience • increase reach with cost-effective advertising options

Creator Studio Tools

• scheduling • posting • managing engagement • analyzing activity

Facebook Post Types

• status posts • photo posts • video posts • ad • link posts • live video • stories • events • job post • carousel ads • slideshow ads • instant experience ads • offer ads

Optimizing Video Content on Instagram and Facebook

• tailor story to your audience • showcase exclusive behind the scene aspects of your business • high quality video • show brand or product imagery in first few seconds • use a compelling thumbnail cover image • integrate subtitles for sound off viewers • consider your audience's viewing device to ensure you have correct video dimensions

Optimizing Instagram Posts

• visually compelling content • user generated content • strong focal point • unique business point of view & content exclusive to IG • keep captions short and use them as a concise way to deliver your message • add personality with emojis • use hashtags in your comments to reach more users • add a CTA that leads to a desired action from your audience • use social influencers to promote your content and expand your reach • keep content and posting schedule consistent