FACEBOOK

PLAYBOOK
2018 FEB
WHAT’S INSIDE?

Introduction 3

Facebook 101 4

1.0 Tagging 5

2.0 Hashtagging 8

3.0 Captions 12

4.0 Still images 13

5.0 Videos 15

6.0 Sharing 16

7.0 Peak Periods 17

8.0 Crisis Management 18

9.0 How To Measure Success 21

Get In Touch With Us 23

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INTRODUCTION

As the world moves online so do our customers and

our interactions with them. We need to maximise the
opportunity this offers us as a business, as well as work to
minimise the risks.

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 Social Networking Sites Used This Year

FACEBOOK 101
Facebook
94%

Facebook is a visually rich,

emotive platform that should
be used in a relatable and
Instagram Snapchat Twitter
engaging way. 46% 40% 32%

The platform lends itself to employee related posts, as

well as posts that highlight our most innovative products.

LinkedIn Pinterest Google+

18% 10% 10%

Sensis Social Media Report 2017

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1.0 TAGGING

“Did you tag them?” …

“Tag me!”

When we interact with people and companies within the

industry it’s important that we post about it on social
media. This is a way of highlighting our connections
as well as our ‘presence’ in the market.

When we post on social media it’s important to ‘tag’ these

people in our posts.

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Tagging people gives those included in your post the
opportunity to share the post on their own pages,
boosting exposure.

This is a fundamental part of building a network and

community online.

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Device tagged Sight for All in their post about our Sight for all then shared this post to their own
carwash fundraiser. network on their company page.

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2.0 HASHTAGGING
Facebook Posts
Hashtags group your content With Hashtags
together.
Get 60% MORE
Interaction
Hashtags increase the reach of your posts, and allow
individuals searching for a specific hashtag to view
related content, including your posts!

– Tru Conversion 2017

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How long should my hashtags be?

Hashtags should be no longer than 2-3 words.

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How many should I include?

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2
Between 1 and 3 per post.

How do I know what to hashtag?

Hashtags should capture the overall message of your post.

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 Embed your hashtags within your captions,
you don’t want a heap of hashtags thrown
Rule onto the end of your post.

“Female leaders of Device Technologies

attended MTAA’s Women in Med Tech
Breakfast hosted by Cochlear this morning.

Incorrect Thanks for having us! #DTnetwork #MTAA

#leaders #WomeninMedTech #Cochlear”

“Female #leaders of Device Technologies

attended @MTAA’s #WomeninMedTech
Breakfast hosted by @Cochlear

Correct this morning. Thanks for having us!

#DTnetwork”

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3.0 CAPTIONS
Captions with
Communicate clearly and keep
your captions short and sharp!
less than
Avoid getting technical and make your idea easy to
80 CHARACTERS
understand.
can get up to
66% MORE
If you feel the need to provide extra information direct
your audience to a link. Include ‘to read more follow the
link’ or ‘to find out more click here’ so that people know
where to go. engagement.

– Tru Conversion 2017

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URL in captions
Do not include really long URLs.

Rule Using Bitly.com you can shorten your

URLs and also track how many people
clicked through to your link! Simply copy
and paste your link into Bitly, and it will
generate a shorter URL for you.

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4.0 STILL IMAGES
PHOTOS count for
Any photos posted on Facebook
should be of a high quality. 93% of the most
We understand that using a high quality camera all the engaging posts
time is not realistic. Snapping on your iPhone is okay if
the photos are edited afterwards. Device branding and on Facebook
partner branding of any event or conference should be
added as a professional touch on your photos.

– Tru Conversion 2017

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Photo Posts

Always look at your photo critically and

think of the following...
Rule

1 Is it too dark?

2 Is it crooked?

3 Is it blurry?

4 Is it appropriate?

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5.0 VIDEOS

Videos are a great way to bring

your stories to life on social media.
76% of users say
they would share a
However… long and complex videos are not suitable!

People surfing on the web receive an overload of

information, are time poor, and have short attention spans, branded video with
especially for branded or business content.
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ENTERTAINING.
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– Tru Conversion 2017

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6.0 SHARING Exa

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Sharing content on your personal
account is a great way to boost
viewing for your company.

Make sure you are supporting company updates on

Facebook by:

Like the Device Technologies’ Facebook page

1
www.facebook.com/DeviceTechnologies

Sharing updates that you find interesting or that

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are specific to yourself and your network.

Like and comment on Facebook posts from your

3 company that you deem exciting and
thought-provoking.

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 PEAK PERIODS

When should I upload my posts?

7:30 - 9:30am
7pm - 9pm 7am - 9am 12pm - 2pm 10pm - 11pm 9am - 5pm
4:30 - 6:30pm

First thing Last thing before I

In the evening Lunchtime During Work Commuting
in the morning go to bed

71% 57% 47% 39% 21% 18%

Sensis Social Media Report 2017

Consider your specific audience and their lifestyle habits when choosing a time in which to upload.

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CRISIS MANAGEMENT

How to deal with #haters online?

Negative comments from customers and competitors

online have great potential to damage a brand. Close
monitoring and social listening should be conducted on
Facebook in order to identify these issues early.

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Guidelines:

More often than not, negative comments online

1
should be responded to.

2 Aim to take the conversation out of the public

sphere as soon as possible... Please consult
with your manager and Rachael Tyers prior
to acting.

E.G. “We are sorry to hear about your experience.

We would like to know more and see how we can
help further. Please contact us at _______@device.
com.au” or “We are sorry to hear this and have
contacted you personally to resolve the issue” (after
messaging them privately on whatever platform
being used)

Deleting comments is often perceived as a silent

3
admission of guilt, so don’t do it.

Research has shown that customers actually view

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a brand more favourably if they can see a brand
has responded well to negative feedback, rather
than having no negative feedback at all.

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Woolworths is fantastic at replying promptly to all the customer complaints they receive on their Facebook.

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HOW TO MEASURE
YOUR SUCCESS

Are you doing well on social media?

The best way to measure success across all social media

platforms is by measuring the engagement of your posts.

What’s an engagement?

An engagement is any like, share or comment on your post.

You can have a large amount of views, but unless you have
high engagement your post has not resonated with
your audience.

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Facebook has a range of analytics that you can access depending on the type of content you post. For example, it will
provide you with the average time watched by your total audience of any video that you upload. This will give you a good
indication of whether or not you captured the attention of your audience well.

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WE WANT TO HEAR
FROM YOU

If you have industry, product,

customer, company or team
news, we want to know about it
so please contact us.

Rachael Tyers rtyers@device.com.au

Sami Sloane ssloane@device.com.au

Likewise, if you have any questions or queries regarding

the use of social media, please don’t hesitate to contact
us. We look forward to hearing from you!

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