Social Media:

Policies & Procedures for Use of

Social Media
At Your Home Center

Updated September 2016

March 2016
 Facebook Guide

Contents

How Can Facebook Help You?..................................................................................... 3

Facebook Lingo........................................................................................................... 3
Getting Set-Up As An Admin....................................................................................... 6
Best Practices for Your Home Center Facebook Page..................................................7
Staying Legal.............................................................................................................. 8
Home Center Facebook Post Examples.......................................................................9
Maintaining Your Home Centers Facebook Private Messages and Comments.........10
Fan Feedback Policy.................................................................................................. 11
Advertising............................................................................................................... 11
Ad Set Up.................................................................................................................. 12
Example Ad.............................................................................................................. 13
Billing....................................................................................................................... 13
Example of a Boosted
Post
.14
Insights..................................................................................................................... 15
Additional Tips.......................................................................................................... 15

How Can Facebook Help You?

Facebook is a social network where people share what is happening in their life and
comment on what they are seeing from their friends, family, businesses, and other
organizations. Items shared may include photos, opinions, activities, and content

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 Facebook Guide

from other users or websites. Facebooks popularity is soaring and currently claims
over 1 billion daily active users (as of Dec. 2015).
Facebook is a very powerful tool for connecting with others, including potential
customers. The most successful business users of Facebook are those that share
relevant, useful, and timely content with their community. People that find a
business posts useful will like their page, which automatically tells others in their
network what they are thinking. This makes Facebook the perfect outlet to get the
word out about your Home Center and build your business.

Facebook Lingo
Before we get started, you need to know the skinny on some of the terminology you
will see and hear in regards to Facebook.
Like- The like function is used on Facebook as a way for users to
express that they agree with the message that is being shared with
them.

Reactions- After the popularity of the Like button, Facebook users

started realizing there wasnt an appropriate option for when a post or status was
not positive in nature (think: national tragedies, etc.). In February 2016 Facebook
debuted Reactions, an extension of the Like button that allow users to choose a
different form of engagement with the post, such as Love, Haha, Wow, Sad, and
Angry. The addition of these reactions ultimately aims to make users newsfeeds
even more personalized.

Status Updates- The status update is a feature

that allows users and brands to share their
thoughts, whereabouts, or important information
with their friends and fans. This can be a photo,
video, link, text copy or any combination of
those. They are usually short and generally give
information without going into too much detail.

Brand Page- Individuals can create fan pages about brands,

businesses, causes, or public figures. To follow a brand page, a
user must like the page. After liking the page, they will see status
updates from the page in their news feed. The goal of a brand page is to have its
messages reach as many Facebook users as possible. The more followers it has, or
the more engaging its content is, the more people will see its messages.

Fan- A fan is simply someone who likes a page. Pages are created with the interest
of their fans in mind. When someone likes a page, their friends become aware and

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 Facebook Guide

may choose to become fans of the page too. The motto for
Facebook isif my friends like it, I must like it too!

Personal Page- A personal page is typically private,

depending on how the user sets up his/her privacy settings. On private personal
pages, other users and brands can only see your information and what you post if
you accept them as a friend both parties must opt-in to the friendship.
Companies or employees of a company are prohibited by Facebook from
creating a personal page for the sole purpose of selling their companies
product.

Friends- Friends are the people you keep in touch with via
personal Facebook pages. Unlike brand pages, friends have to
be accepted by the owner of the page, making the Facebook
interaction more personal. The status updates of your
friends are what create your news on your news feed. The more you engage
with certain friends, the more you will see their content show up on your newsfeed.
News Feed- The news feed is the stream of activity for Facebook users. It is based
on an algorithm as opposed to chronological (like Twitter and Instagram), and it is
customized for every individual user. Users scroll through their personal newsfeeds
to see whats happening in their friends lives. This is also where they can see what
their friends have engaged with, as well as the status updates of the brand pages
they most frequently interact with.
Tagging- Tagging is used to note a person or company in a photo or include them in
a status update. When someone is tagged, it alerts them to view the status or
picture they are tagged in.
Share- When a fan or friend of your page enjoys one of your posts and wants their
friends to see it too, they can share it. Once its shared, the post will appear on their
news feed for their friends to see. This is more valuable than a like according to
Facebooks algorithm because its more personal and sends a message that they
strongly agree with the content shared.
Comments- Facebook users can leave comments on a
status update as well as share it or react to it.
Comments can be seen by friends of the person that
left the comment and anyone else that can view the
content on the personal or brand page.

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 Facebook Guide

Private Messages- Users can send a message directly to their friends or any
brand page using Messenger. Unlike comments, these messages are private
between you and the sender, and will not be seen by other users. When operating
as a brand page, never encourage users to share personal information via a
comment; personal information such as phone number, email address, mailing
address, etc. should always be shared via a private message.

Notifications- When any action involving you or your content is engaged with,
such as your post being shared, someone tagging you in a photo, or sending you a
private message, etc. you will be notified in the form of a little number popping up
by the word Notifications at the top of your Facebook screen. You can click and
see all notifications there.

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 Facebook Guide

Profile Photo- This is the photo that fans will see next to your business name
everywhere on Facebook. This is how people will recognize you.
Cover Photo- This photo is the large photo at the top of your profile page. This is
your chance to feature a unique image to represent who you are and what you care
about.
Call to Action Button- Every brand page now has an option to add a call to action
button. This feature was designed to bring a businesss most important actionable
objective to the forefront of its Facebook presence. Call to Action buttons link to any
destination on or off Facebook that aligns with a businesss goal. The seven calls to
action available are Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up,
and Watch Video.
Events- Events are used to notify users of upcoming occasions. Events can be
created by anyone, and can be open to the public or private. The creator can invite
friends, members of a group, or fans of a page.

Getting Set Up As a Page Admin

What Youll Need:

A personal Facebook account

This personal account cannot have a Clayton Homes email address attached to the
account per Facebook requirements. You MUST use a personal email address. You
can create an email account for free at Gmail, Yahoo, and Ymail, etc. if you do not
have a personal email address.
Steps for Set Up:
1. Email social@claytonhomes.com or contact your Retail Marketing Coordinator and
request access. You can request access for as many people as youd like at your
Home Center. You will receive a link from Facebook to get started.
2. Within the email, click the Get Started link. This will take you to Business Manager
set up.
3. Enter your first and last name as your business name. This will not appear publicly
on the page, it only helps organize each page on the backend.
4. When verifying your account with Facebook, be sure to use your personal email and
password that is connected to an existing Facebook account you use regularly. It
wont work if you enter a work email address or if you have your work email set up
to your personal Facebook page.

- Sometimes, Facebook doesnt complete the set up process and the system will error
and not add you to the specific page once youve signed in. If you get stuck, just
shoot an email to the social media team and they will fix it.

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 Facebook Guide

- After completing these steps, you are now an editor on your Home Centers page
and will be able to post and interact with fans as the Home Center.

Remember, as an admin you are responsible for:

Creating posts on the page 1-2 times a week
Timely response to comments and reviews on the page (within 72 hours)
Staying up to date on Facebook training (videos, tutorials, and other tools that will
be sent out)

- Once you are set-up, simply:

Go to www.business.facebook.com and sign in to your personal Facebook (the email
and password you used when setting up Facebook Business Manager)
Go to the Facebook page of your Home Center using the search bar at the top
Once on the page you will see a bar at the top that says Go to Business Manager to
manage this page, click that to switch to Business Manager
Now, anything you post or comment will be as the Home Center page. You will have
access on mobile, tablets, or computers to the Home Center page

NOTE: When joining or starting a yard-sale style community page, you are required
to email social@claytonhomes.com with notification and access as an admin. Failure
to do so will result in notification to Home Center Manager, Regional Vice President,
and/or Zone Vice President.

Best Practices for Your Home Center Facebook

Page & Engaging Posts
Your Home Centers Facebook page is categorized as a brand page. Use this page to
create a fan following, build your business, and keep your fans engaged. If a user
becomes a fan of your page, that means they want to see you in their newsfeed,
making it imperative that you regularly create engaging, informative or entertaining
content to keep your fans interested and maintain them as brand advocates.

Post a minimum of 2-3 times per week. If your page is outdated and
boring, your fans will unlike your page and discredit your content, never
giving you a second thought, defeating the whole purpose of your fan page.
Also avoid over posting. If you flood your fans news feeds with posts, it can
cause them to be annoyed, in turn unliking your page. Simply keeping your
page current (no outdated/incorrect information) and creating a simple,
engaging post a few times per week is all it takes.
The more engaging the post, the better. Great content encourages fans
to engage with your brand page, in turn, creating more exposure for your
page and your overall message. Posting on Facebook is one of the easiest
(and cheapest!) ways to really get your Home Center name out there and
generate interest from others. The best test for great content is to ask
yourself Is this something I would engage with? The most successful
content from our corporate page consists of blog posts (positioning CH as a
resource for home buying, decorating, etc.), features/benefits of certain home

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 Facebook Guide

models (fireplaces, showers, kitchen islands), engaging posts (Love It or List

It), and behind-the-scenes pictures or videos (whats going on at CH
corporate office, highlighting staff, etc.)
Keep it simple. Fans on Facebook like to see genuine, real content and
authentic enthusiasm (highlight your employees, showcase features/benefits
of aged inventory youre trying to push, express your support on patriotic
holidays, etc.). Users are very keen and able to cypher out brands who only
care about making a sale. Social media is about creating a relationship with
fans and building a community of brand advocates, who will then contact you
and come visit your Home Center.
Utilize images. Show your fans how great your homes are, dont just tell
them. It is recommended to have a photo or video for every post.
Avoid copyright content. If you or Clayton Homes does not own the image
or video, dont post it. This includes memes, pictures of public figures, etc.
Facebook can and will shut down your page if you post content that you do
not own. Make sure that pictures and videos of homes are personalized to
your Home Center and not a Google image or video.
Include a call to action. Provide a way for fans to find more information
about a home you post, by linking them to your website, providing your
Home Center phone number or any other call to action. If they see something
they like on your page, theyre going to want to have the easiest way to learn
more about it.
Maintain a consistent brand voice. Many brand pages have more than
one admin posting content, so its important to maintain the same unified
voice for all postings. Be sure to always use proper grammar and talk in a
conversational tone that best suits your audience. Avoid sounding like a
robot.
Upload videos directly into Facebook whenever possible. If youd like
to showcase a video on your Facebook page, Facebooks algorithm favors
videos that are uploaded directly into its platform versus YouTube links to
videos. You will also receive view insights when posting directly through
Facebook (length of view, number of impressions, etc).
Ideas for creating unique, engaging content:
o Blog.ClaytonHomes.com
o Share posts from the corporate Clayton Homes Facebook page
o Focus on a specific feature/benefit (Energy Smart, kitchen backsplash,
master bathroom features)
o Compare one room/feature of two different homes on your lot
o Showcase your staff, the friendly people they can expect to meet when
they come to your lot.
o Different posting options within Facebook: video, picture, slideshow,
link, etc.

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 Facebook Guide

Staying Legal

Ads Regarding Financing- Refer to the most current version of the Retail
Advertising Guidance (Dodd Frank Field Guidance) available on LINK for your
Home Centers state for restrictions regarding lender financing ads. The
permitted ads as detailed in the Guidance may not be deviated from. Some of the
approved lender financing ads require a specific disclaimer as indicated in the
guidance. Contact your Zone Marketing Coordinator for the appropriate language for
those disclaimers.

Photos- Never post a photo of anyone under the age of 18 without a waiver signed
by a parent/guardian. A signed waiver is also required to post a photo of someone
who is 18 or older. You can get a waiver from your Zone Marketing Coordinator or by
emailing social@claytonhomes.com. Do not use any copyrighted images or
images that are Trademarked. If in doubt, do not post it. When advertising a
particular home, use the company branded name for that home. Avoid using
popular buzz words to name a home as you will likely be using a trademarked term
(The Elvis, The Bronco, The Peter Pan, etc.)

Sweepstakes- Sweepstakes and giveaways are a great way to interact with your
customers. See your Zone Marketing Coordinator for instructions/guidelines to
follow when creating a sweepstakes. Prizes should be less than $500 in value and
official rules must be posted on all marketing items. You should never post a
giveaway without involving your zone coordinator to remain compliant.
**Important Note: Facebook does not allow a sweepstakes that requires
someone to like a page.

Land/Home Advertising Certain states require land/home sales to be listed with

a real estate agent and only the real estate agent may sell the property. In these
states, Home Centers are strictly prohibited from any type of For Sale advertising
for land/home and all sales activity must be conducted by the real estate agent.
Please refer to your Retail Land/Home Advertising Guide available on LINK for
specific information. If you need assistance, please contact your Zone Coordinator
for further instruction to ensure all land/home property ads are compliant.

Home Only Advertising When an advertisement contains a home sales price, a

price disclaimer is always required. Please contact your Zone coordinator for the
appropriate link for the disclaimer.

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 Facebook Guide

Home Center Facebook Post

Examples

Maintaining Your Home

Centers Facebook Private
Messages and Comments
People want to be heard, and social media
gives people an outlet to do just that.
With that being said, you will receive
positive and negative comments or
postings on your page from time-to-time.

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 Facebook Guide

Its important to not remove negative comments and postings, but instead respond
to them in a positive and timely manner. This goes for any private messages you
may receive as well. Keep in mind that a customers personal or contact information
may not be communicated through a comment or comment reply.

Someone at your home center will need to own maintaining your Home Centers
Facebook Page to ensure that it is updated and all comments and messages are
responded to.
Get your RVP involved if you feel that making a customer happy becomes out of
your control.
Delete comments and posts that violate the Fan Feedback Policy. (Discussed in
the next section)

Dont forget to respond to the positive comments and messages too. Your fans took
the time to tell you how great you are or reach out to ask you a question, so take
the time to show you care by responding back in a timely manner.

Fan Feedback
Policy

Use the

guidelines below to know when to delete comments. Get your

RVP or the social media team involved if you
feel that you need assistance.

While we encourage fans to share thoughts and opinions on our Facebook page, we
expect that this will be done in a respectful manner

Clayton Homes does not agree with or endorse every comment that individuals post
on our pages. Our goal is to share ideas and information with as many individuals

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 Facebook Guide

as possible and our policy is to accept the majority of comments made to our
profile.

Therefore, a comment will be deleted if it contains:

Hate speech,
Profanity, obscenity or vulgarity,
Nudity in profile pictures,
Defamation to a person or people,
Name calling and/or personal attacks,
Comments whose main purpose are to sell a product,
Comments that infringe on copyrights,
Spam comments, such as the same comment posted repeatedly on a profile,
Other comments that the Clayton Homes Social Media team deems
inappropriate.

All links posted as comments on Clayton posts will be reviewed and may be deleted.
Repeated violations of the comment policy may cause the author to be blocked
from our page.

We understand that social media is a 24/7 medium; however, our moderation

capabilities are not. We may not see every inappropriate comment right away, and
we are trusting in the maturity of our community to ignore personal attacks and
negative speech or respond politely.

If you have any questions or concerns about a review or comment that your Home
Center receives, contact the Social Media Team at social@claytonhomes.com.

Advertising
Boosting posts is a way to get more exposure to your fans in your area. Boosting is
fairly inexpensive and highly effective. Think of it as a digital billboard that reaches
people beyond your fan base.

Why Invest Money?

Even after youve built your fan base,
Facebook only serves your posts organically
to about 1-2% of your fans. Boosting your
posts allows more fans and Facebook users
who are not a fan of your page to view your
posts

Benefits:
Less expensive than knock-down signs and print ads
Puts your message in their pocket
Provides direct response
Measurable and completely trackable
Generates appointments, increased web traffic, and homes sold

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 Facebook Guide

Types of Advertising
Boost post shows your posts to more people and the right people
Grow fan numbers gets the right people connected to your page
Traffic to website send targeted people directly from FB to your website

Ad Set Up
Access to advertising is separate from the access to post on the page. You can
customize who can have access to spend money on behalf of your Home Center and
create ads. When youre ready to get started with advertising, email
social@claytonhomes.com with the names of those who need ad account access.
This is a simple update done by the social team. Your page will say Boost
Unavailable until you are set up as an ad admin.

Once access is set up:

1. Click on down arrow in the blue Promote
box
2. Click Go to Ads Manager
3. Click Create Ad green button in top right
corner
4. Select campaign objective (boost post, grow
fan numbers, or traffic to website)
5. Select target audience, budget, and timeline
a. Use the Locations to target your area
b. Use the Behaviors Residential
Profiles to select Likely to Move
6. Select your budget and schedule
a. Daily budget the amount you enter is
the maximum youll spend each day
b. Lifetime budget the amount you
enter is the maximum youll spend for
the lifetime of your ad

Example Ad
Below is an example of a great ad to boost. Its fun, engaging and the fantastic
picture could entice potential customers to visit or call the Home Center. Once they

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 Facebook Guide

call or visit, you can begin to discover what the customer really wants and needs in
their dream home.

Billing
All boosts are to be set up on personal credit cards and marked as a marketing
charge on expense reports.

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 Facebook Guide

Most Home Centers have found success spending $10 - $50 for boosted posts
featuring their homes or VMF repo homes.
The ads that do best feature great photos, lots of information, and a clear call to
action (stop by, give us a call, etc.).
To find your invoices:
o Click Billing in the top horizontal options
o Select the date range
o Download PDFs

Attention Managers
Your Retail Marketing
Coordinator can help you with
deciding how much to budget
for boosts, and with your
Foundational Plan details

Example of a Boosted Post

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 Facebook Guide

Insights
Unlike billboards or newspaper ads, Facebook advertising allows you to see exactly
how many eyeballs your ad has reached and how people are responding, as well as
demographic and geographic information for your fans and those people engaging
with your content. These results are called Insights.

To dig into the results of your posts, click the Insights tab at the top of your page.

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 Facebook Guide

Important metrics to watch are:

Page Likes how many people like the page
Reach how many people had the opportunity to see the post
Post Engagement how many people liked, commented, or shared your content
Actions on Page how many people clicked on your page call-to-action button,
website link, phone number or Home Center directions.

These same measurements will appear on your ads in Ads Manager too.

Additional Tips
When taking pictures to post, ensure there are no lender or financing
promotional items in the shot.
You may not include any references to financing in your status updates. Make it
about the home details, and worry about how they will purchase the home after
you get them to the Home Center.
Include this link to the pricing disclaimer anytime you mention a price on
Facebook. It must be included immediately after the sales price as follows:

$xx,xxx. For complete sales price information, click on

this link: https://p.widencdn.net/mlpsr0

Stay up-to-date by joining the Retail Website / Social Tips & Tricks Yammer
page.
If you are not familiar with Facebook, the best advice is to simply get started. It
is super user friendly and you will have the hang of it in no time.

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