Facebook the fairytale and the reality


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Incorporating Facebook into online community engagement

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Facebook the fairytale and the reality

  1. 1. You’ve come here for someadvice about using Facebook to engage online.There’s a link to this guide onthe last page but we wanted to start by telling you a story…
  2. 2. The Fairytale and the Reality!
  3. 3. Once upon a time in a land far away(Boston to be exact), an IT whiz kidnamed Mark, started a new club.
  4. 4. He called this club Facebook.It turned out that it was a prettygood idea…
  5. 5. Soon, hundreds,then hundreds of thousands, andthen hundreds of millions ofpeople from all across the worldjoined the club.
  6. 6. Mark wasmore popularthan he evercould haveimagined.
  7. 7. The club was a great place forfriends and family to share stories,pictures and videos of their kids,cats, dogs, meals, hangovers,embarrassing moments…
  8. 8. And lots of other far morepersonal information.
  9. 9. Just for a while, everyone forgot that…Nothing in life is free.
  10. 10. Mark was very happy about this,took great advantage of it, andgrew very very wealthy.
  11. 11. What everybody forgot, was thatthe club was not a charity andnot a public service.
  12. 12. Much to everyone’s surprise, itturned out that Facebook was, inpoint of fact, a business.
  13. 13. At that point the club membersstarted taking a closer look atthe club rules.
  14. 14. And they weren’t very happywith what they found.
  15. 15. For a start the ruleskept changing.So it was veryhard to keep up.
  16. 16. Then, club members weresurprised to discover thatMark now owned their photosand videos.Including all those funnypictures of their cats!
  17. 17. Club members were also oftensurprised to find that anyonecould see what they thought ofthe neighbours.
  18. 18. And many club membersfound it very difficult to workout how to keep their secretssecret!
  19. 19. People started to wonder whetherthey could really trust Mark.
  20. 20. And then Mark had another greatidea for a new type of Facebookpage.He called them“community pages”.
  21. 21. “Community Pages” collect all thenice and nasty things that peoplesay on the social web* about yourorganisation into one place. *e.g. Wikipedia, unprotected Facebook user accounts
  22. 22. You have no control over thesePages!
  23. 23. Community Pages were basicallyan opportunity for Facebook to‘persuade’ businesses andgovernments into setting up theirvery own Facebook Pages.
  24. 24. It worked.
  25. 25. Businesses and government wereterrified of losing control of theirbrands and it wasn’t long beforethey all started signing up too.
  26. 26. Mostly these “brand” pages wereused to tell everyone on Facebookwhat the organisation was up to.
  27. 27. No one cared very much.
  28. 28. Because Facebook is a socialspace, in all senses of the word.
  29. 29. It’s (mostly) where people go torelax and hang out to escape thestress of everyday life.
  30. 30. So it’s more like a pub or clubthan a library, university orworkplace.
  31. 31. Members (mostly) want to relax.Not think.
  32. 32. Member (mostly) want to havefun.Not take things too seriously.
  33. 33. Of course, this isn’t anironclad rule.But it’s a reasonable rule ofthumb.
  34. 34. Which means we have to thinkvery carefully about just exactlyhow we are going to talk to themembers from our “brand” page.
  35. 35. There’s a very good chance,that if we are boring,they will completely ignore us.
  36. 36. Or if we are too serious,they will completely ignore us.
  37. 37. Or if we don’t have a positivestory to tell about who we are andwhat we do…they will completely ignore us.
  38. 38. So our advice is…Keep it entertaining.Keep it informative.Keep it to a minimum.
  39. 39. Now, different organisations triedusing Facebook in different ways.
  40. 40. As a service channel.
  41. 41. This kind of worked.Sometimes.
  42. 42. But sometimes, notso much.
  43. 43. Other’s tried to use Facebook forformal, sometimes even statutory,consultations.
  44. 44. And then discovered thatFacebook’s reporting wasn’t builtfor this kind of thing at all.
  45. 45. So some poor mug had totranscribe every single commentinto a spreadsheet…
  46. 46. …to meet auditing, archiving andfreedom of informationrequirements!
  47. 47. …for hours on end.
  48. 48. So our advice is…Use Facebook to promote yourconsultation.Don’t use it to run yourconsultation.
  49. 49. And then, there’s the apples.
  50. 50. You know which apples we’retalking about.
  51. 51. The bad apples.
  52. 52. And the really, really annoyingapples.
  53. 53. Now, there’s usually one bad applein a barrel.The trouble is Facebook is aHUGE barrel… so there arethousands and thousands of badapples.
  54. 54. These apples areso bad, theyhave a specialname…The TROLLS!
  55. 55. Trolls take great delight inbehaving badly.No, not badly, appallingly!
  56. 56. Trolls post all sorts of nasty stuffwherever they think it will causesomeone, generally you, as muchangst as possible.
  57. 57. Which is where we come in!
  58. 58. With our 24/7 Facebook moderation service.
  59. 59. It’s not free.But it is reliable.And responsive.And very cost effective.
  60. 60. For 24/7 Facebook Moderationwww.fbmoderation.comFor a Facebook Practice Guidewww.bangthetable.com/freebies/facebookpracticeguide