Facebook - Is It Only A Social Tool

facebook: is it only a social tool? by Danielle Sheerin

hello! I’m Danielle Sheerin i’m a social media consultant at nixonmcinnes

we help connect brands with people through the social web nixonmcInnes is a leading social media agency specialising in using the very latest in social media innovation to help businesses engage better with their customers the UK’s largest dedicated team of social media specialists: founded in 2000 thought leaders: instigators of ‘Measurement Camp’

a little bit of social proof :)

let’s talk facebook

hands up who has a facebook profile? has used facebook in the last week? works for a company with a facebook presence? can measure (and confidently explain) the value?

let’s start with what it is and why it is important

facebook is the wildly popular, free social networking site that combines the best of blogs, online forums and groups, photosharing, clever applications and interaction among friends

facebook is about connecting and sharing – it is viral

facebook started as student site and its focus remains connecting groups and staying in touch. because of this it retains the link between the individual and their profile. this provides an authenticity – you always know who you are talking to in facebook.

some stats (wow! not yawn ) 350 million active users worldwide, 19m in the UK and its not just teens! Source: clickymedia.co.uk

facebook has strong user engagement facebook is part of the daily routine for users Daily 25 mins per day 2 visits per day 50% return daily Source: Comscore Dec 2008 & Facebook Internal Data, Feb 2009

what are people doing? Source: North American Technographics Media and Marketing Online Survey, Q3 2007

“The power to define and control a brand is shifting from corporations and institutions to individuals and communities”

what are the opportunities for businesses? Connect brands with mass & niche audiences Share new content & info with friends Open products up to a conversation on Facebook

facebook elements profiles – your personal front to the world groups – your special interest front to the world pages – your business front to the world ads – your sales front to the world

facebook profiles personal front to the world this is not where you conduct business! make friends and build connections feed your wall from other sources use lists to organise your contacts

feed your wall from other sources post stories relevant to your industry post links to interesting content

use facebook lists to organise your contacts

facebook groups special interest front to the world quick and easy to set up can foster a strong sense of community join and participate in others’ groups create groups and invite your friends

things you can do with a facebook group promotions campaigns consultations events employee hubs

setting up a facebook group make sure anyone can join fill in all fields include keywords for Start here easier search incorporate events send messages

how to create a GREAT facebook group setup your group correctly ensure your group has a clear purpose remember your audience create engaging content make new friends update your content and engage with your members

facebook pages business front to the world scaleable – can be basic or customised can be used to present a range of messaging built in insight tools allow measurement and tracking promote your page with your marketing materials

things you can do with a facebook page showcase work industry comment and insight company newsroom recruitment customer interaction just about anything else you want!

anatomy of a Facebook page anyone can become a fan company logo and basic info controllable wall where you can your fans can post content customisable tabs for photos, events, videos or build your own functionality

example of a customised tab

setting up a facebook page use your own profile to create it add as much company info as possible Start here add some content to your page before you publish it enhance your page with apps

enhance your page with apps http://mashable.com/2009/01/22/business-facebook-apps/

how to create a GREAT facebook page remember your audience be creative promote your page maintain and enhance your page check your analytics

check your analytics Facebook insights

facebook is about connecting and sharing – it is viral

viral content facebook is viral but creating genuinely viral content is challenging good virals are often clever/amusing/contr oversial but the audience should always be at the heart remember the goal of your viral!

breast cancer awareness bra colour status updates viral rage against the machine for Xmas no#1 viral

facebook ads sales front to the world can be targeted to your audience can be used to promote a page, events or offline service

Use fan ads to recruit new fans use video ads to promote work and elicit comment use poll ads to generate conversation

creating a facebook ad make every word count explain the value in the title decide where your ad Start here sends people target your ad to your audience decide your budget test and tweak your ads

so, to summarise, facebook can help your business with networking consultations intelligence recruitment brand awareness Internal comms promotions customer service creating a showcase thought-leadership pr sales lead generation market research

that’s all very well, but how do we know if its working?

facebook metrics how many fans/group members do you have? Is it growing? how engaged are they? are you reaching the right audience? how does this relate to offline activity?

finally, some dos and don’ts

do be authentic and human post content regularly - who is responsible? engage with your contacts (and I mean properly!) measure your success be patient!

don’t forget your audience lose sight of your objective spam your audience lose momentum

find out more www.nixonmcinnes.co.uk

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Facebook - Is It Only A Social Tool

by nixonmcinnes on Feb 04, 2010

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