Social Media Tactical Guidebook


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A tactical "how to" guide for aspiring PAOs looking to tap Social Media for public online outreach

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Social Media Tactical Guidebook

  1. 1. Georgia Department of DefenseSocial Media Tactical Guidebook Produced by the Public Affairs Office June 2011
  2. 2. TABLE OF CONTENTSHow to Setup a Facebook Profile 4 Facebook for Army Organizations 5 Creating a Facebook Profile: A Step-by-Step Guide 10Understanding New Facebook Features 12 Facebook Pages Redesign 13How to Upload Photos and Videos 17 How to Upload Photos and Videos on Facebook (And Ensure Privacy): 18How to Setup a Fan Page 19 How to Set Up a Facebook Fan Page for Business 20 How to Set Up a Winning Facebook Fan Page 25Understanding Vanity URLs 28 How to Create a Facebook Page Vanity URL 25Understanding Facebok Markup Language (FBML) 30 Facebook Markup Language (FBML) 31Understanding @Replying 38 HOW TO: Use Facebook’s @Mentions Status Tagging 39Facebook Do’s and Don’ts 41 Facebook Handout 42Protect Yourself on Facebook 44 Social Media Roundup/9 Critical Steps: Protecting Yourself on Facebook 45How to Setup a Twitter Account 51 Getting Started with Twitter 52 The Twitter Guide Book 54 How to Sign Up on Twitter 56 How to Set Up a Twitter Account 58 Twitter 101: How should I get started using Twitter? 60How to Tweet 62 How to Tweet 63Reference Sheet 66 Twitter Quick Reference Sheet 67Twitter Update 68 Twitter Update/All Service Social Media Conference - February 2011 69How to Maximize the Effectiveness of Twitter: 70 Social Media Roundup/Maximizing the Effectiveness of a Twitter Account 71Understanding Hashtag Usage 76 HOW TO: Get the Most Out of Twitter #Hashtags 77 What Are Hashtags ("#" Symbols)? 79How to Build a Twitter List 80 How To: Use Twitter Lists 81 How To Use Twitter Lists 84How to Create a Flickr Account and Upload Videos 87 Getting Started With Flickr 88 How to Use Flickr: Basics and Beyond 96Understanding and Using Tags 100 What are Tags? 101 How to Tag Photos on Flickr 103 Tips for Effective Flickr Tagging 104Caption and Title SEO 105 10 Tips to Boost your Flickr Profile 106How to Create a Youtube Account 1082|Table of Contents
  3. 3. Getting Started with YouTube 109 How To: Customize Your YouTube Channel 112Tips and Tools 114 Tips and Tools for YouTube 115How to Upload Videos 117 How to Upload a Video to YouTube 118Understanding and Using Tags, and Captions (SEO) 119 HOW TO: Boost Your SEO with a YouTube Channel 120 YouTube Video SEO Tips from SES Chicago 123 Five Keys for Creating Viral YouTube Titles 126How to Build a Playlist 128 How Do I Make a Playlist? 129Customize Your YouTube 130 Customizing Your YouTube Channel 131Guide to SEO 134 The Beginners Guide to SEO 135How to Create a Blog 186 Getting Started with Blogging 187 Getting Started with Blogger 193Do’s and Don’ts of Blogging 197 152 Dos and Don’ts of Business Blogging 198 Blog Comments Dos and Don’ts 202Tips for Better Blogging 203 Social Media Roundup/7 Tips for Better Blogging 204Understanding Alt-Text 206 Alt Text Helps People and Search Engines 207 Add Alt Text to Images for Better SEO 209 How To Use HTML Alt Tag in Image of Blogger (Blogspot) Blog? 210Blog Post SEO 212 The Blog Post SEO Checklist: Before You Publish the Post 213 Blogger Blogpost SEO Tips and Tricks 215Terms of Use 219 Georgia National Guard Social Media Terms of Use 220Operational Security (OPSEC) 222 Social Media Roundup- OPSEC and Safe Social Networking 223 3|Table of Contents
  4. 4. 4|Facebook
  5. 5. How to Setup a Facebook Profile 5|Facebook
  6. 6. -Facebook for Army Organizations Social Media Roundup Facebook Basics  Facebook launched in February 2004. Since then, it has become one of the most commonly used social media Social Media Roundup platforms.  Facebook for Army Facebook allows users to create a profile, post content Organizations on their wall and interact with Setup, registration and execution other users. Social Media Fact  All branches of the military As of July 2010, Facebook had more than 500 million active users. If it were a country, maintain an official Facebook Facebook would be the third largest. presence. Social Media Roundup Social Media Roundup Standard Operating Procedure Facebook use in the Army  Once an Army organization has  As of November 2010, The decided to create a Facebook Army’s official Facebook page page, the first step is to read the had over 520,000 “likes.” (see Standing Operating Procedure glossary for Facebook definitions) on standardizing official U.S.  There are over 700 unit Army external official online Facebook pages registered presences. with the Army.  This standard operating  Some of the more popular procedure deals specifically with pages include the 101st standardizing Army-wide Airborne Division, the 82nd external official presences to Airborne Division, and the 1st include Facebook, Twitter, Social Media Fact Infantry Division. If the Army’s Facebook page were a Blogs, YouTube, etc. newspaper, it would be the eight largest with more followers than the Chicago Tribune. Social Media Roundup Social Media Roundup Getting started  Once an organization has reviewed the Standing Operating Procedure, the next step is to head to Facebook and sign up. Getting started  Click on the “create a page” Setting up a unit Facebook page link at the bottom of the page.  With an organization page, administrators can set privacy settings and control what kind of posting rights are granted to individuals who “like” the page.6|Facebook
  7. 7. Social Media Roundup Social Media Roundup Setting up an official page Establishing administrators  This page will be an official  After the page name has been external presence, so make submitted, Facebook will prompt the sure the correct box is marked. individual setting up the page to sign  Click the government option, in with an existing account or create and then name your page. a new account. This is for page  Make sure to reference the administration purposes. Standing Operating Procedure for standardizing official U.S. Army  Keep in mind the account used to external official online presences sign in here becomes the first each step of the way. administrator. As an admin, that  Before publishing, make sure individual takes on the responsibility the unit commander has of establishing the page, identifying granted permission to create other administrators and making the site. sure there is a plan in place to transfer the account when the administrator moves on. Social Media Roundup Social Media Roundup Now the page is up. But there’s Posting basic information Advanced adjustments still work to be done. At this point, the administrator  Not all of the required additions must add an official, command and adjustments to the approved, symbol or unit crest as Facebook page will be a profile picture. The prompted. administrator also needs to add  To make sure the page isn’t basic information and begin overwhelmed by followers or building the page to meet the spammers, administrators need needs of the organization. to adjust the posting settings on In the information box below the the page. profile photo, make sure the page  Limiting what followers can post is identified as the “official” to the page will help mitigate Facebook presence for your some embarrassing situations. organization (reference SOP for suggested wording.) Social Media Roundup Social Media RoundupMore adjustments Getting started: Advanced adjustments Adjusting settings  As mentioned previously, uncheck the boxes that allow  Adjusting the setting of the page users to post videos and photos is an important step. To start, to the wall. When content click on “Edit Page” just under appears on a Facebook wall, the page icon. administrator-approved or not, it  This is where administrators can looks like an endorsement. adjust overall settings (who can  Also, make sure the default wall post) and wall settings (what view is “Only Posts by this content people can post.) Page.” This helps make sure  Uncheck the boxes that allow the organization’s message followers to post photos, links doesn’t get lost in all the wall and videos. posts made by followers. 7|Facebook
  8. 8. Social Media Roundup Social Media Roundup  There are over 700 Army units Getting registered registered on the Social Media Directory.  Registering sites on this directory not only gives the Army visibility of new unit pages, but it lets everyone Getting registered know which units are using the Making sure the Facebook page is official platforms.  Once a new site is registered, the URL is sent to Facebook so they can remove the ads. This process typically takes three weeks.  The Army Social Media Directory provides a great opportunity to Social Media Fact Get registered at: review what other units are doing and discover best practices. Social Media Roundup Social Media Roundup Best Practices Keep the page vibrant  A static Facebook page is ineffective. Static pages are boring and visitors to the page lose interest quickly. Best practices  If content on the page is not regularly Making a Facebook page successful updated, people will stop coming by to view the page.  It’s important to mix up the posted content. Carefully select links to stories, unit videos and photos related to the organizations mission. Facebook is designed to support various forms of content, take advantage of that. Social Media Roundup Social Media Roundup Best Practices Best Practices Have a posting policy Daily features  Make sure to draft a posting policy and include it in the information tab of the  A good Facebook strategy should Facebook page. consider how to keep visitors coming  Administrators can’t control what users back. post to a page, but they do control what  One way to do this is to create daily is removed. features.  Include these items in the  Here are some to consider: organization’s posting policy:  Photo of the Day  No personal attacks or threats of violence  Question of the Week  No obscenities or indecent postings  Video of the Week  No spamming  Highlighting pages of other units  Soldier profiles  An example of a posting policy can be  Fan submitted content viewed on the Army’s Facebook page. (!/USarmy?v=info)8|Facebook
  9. 9. Social Media Roundup Social Media Roundup Best Practices Reviewing the wall Best Practices Interact with followers  As mentioned in the last slide, it’s good  There are a lot of great Facebook to have a posting policy, but just because profiles out there, and some of the best a posting policy is in place doesn’t mean examples of effective pages are the everyone is going to follow it. organizations that interact with their  Make sure to review wall posts frequently followers. and remove posts that violate the posting  Whether a page has 10 or 1 million policy. followers, it’s important to reach out  Keep in mind that social media doesn’t respond to what followers are posting. It take a break for the weekend. In some creates a dialogue and shows that the instances, weekend activity on Facebook organization is listening. can be busier than the week, so watch  Facebook was designed to facilitate Social Media Fact the organizations wall every day, even There are no email notifications when a user connections, and if a page fails to posts to the organization’s Facebook wall, so on days off, holidays and weekends. interact with followers it’s not regularly monitoring the wall is encouraged. connecting with them.- Social Media Roundup Social Media Roundup OPSEC and Facebook  Be careful with your posts. Do not post information about troop movements, U.S. positions, meetings of top officials, etc.  Check all photos for indicators in OPSEC and Facebook the background or reflective Keeping a Facebook page safe surfaces.  Think about the information the enemy is looking for and then refrain from posting it.  Check out the guide on the left at for more details. It can also be found on the Slideshare site. Social Media Roundup Social Media Roundup OPSEC and Facebook OPSEC and Facebook Privacy settings  Be familiar with the privacy settings on an organization’s Facebook site. Passwords  Facebook administrators should encourage all the Facebook users  Make sure passwords are unique. in an organization or a unit to take  Use AKO password standards (14 characters, two a closer look at their own personal uppercase characters, two lowercase characters, two privacy settings. The enemy can numeric characters, two special characters.) Social Media Fact What can the enemy find out about you through learn a lot from an unprotected  Don’t use the same password for every social media site Facebook? The enemy can find out where you Facebook profile. the administrator is responsible for. live, your birthday, your phone number and it can find photos of your family. All of these pieces of  Keep it protected. The whole organization doesn’t need information can be used to gain an advantage. administration access to a unit or organization page. - 9|Facebook
  10. 10. Social Media Roundup Social Media Roundup Facebook Glossary  Profile: Facebook profiles are pages that display an individual users personal information, as well as all their interactions with friends.  Page: Facebook pages are established by organizations to share content with fans, consumers, stakeholders, etc.  Wall: Where you and your followers can write on your profile. This is where you post your unit content and people respond with “Likes” or “Comments.” Facebook Glossary  Comment: Comment is one of the options for users to give feedback about content. Clicking "Comment" Terms to know opens up a text box underneath the content. The user can add a note and the note will then appear under the post.  Like: An option for giving feedback on content and posts. If a follower doesn’t have any actual commentary to add but they want to acknowledge the content in some way, they can just choose to say that they "Like" it. “Likes” also show how many people are following your page.  Profile/Page Tabs: Profile/page tabs divide content into different sections, such as photos, notes, information and discussions. Profile/page tabs are located at the top of the page.  Groups: Groups are a bit different than pages. Users can set join permissions on groups so that they are either open to anyone, closed (where users must get administrator approval to join) or secret (invite only). Social Media Roundup Contact information Have questions? Please feel free to reach out to us at the Online and Social Media Division Email: 2710 | F a c e b o o k
  11. 11. Creating a Facebook Profile: A Step-by-Step Guide 11 | F a c e b o o k
  12. 12. 12 | F a c e b o o k
  13. 13. Understanding New Facebook Features: 13 | F a c e b o o k
  14. 14. Facebook Pages Redesign14 | F a c e b o o k
  15. 15. 15 | F a c e b o o k
  16. 16. 16 | F a c e b o o k
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  18. 18. How to Upload Photos and Videos:18 | F a c e b o o k
  19. 19. How to Upload Photos and Videos on Facebook (And EnsurePrivacy):Facebook is by far the most popular social networking websiteavailable to netizens. Although it was designed to be extremely easyfor everyone to use, sometimes it can become a bit tricky for abeginner to do stuff on Facebook and since uploading photos orvideos is a part of the entire social networking phenomenon, here’show you can do it.1. Before you start doing anything on Facebook, it’s advisable toresize the images to either 1,024 x 768 or 800 x 600 pixels (will takeless to upload and reduce loading times). You can do this by usingany image editing software you know and put them in a specialdirectory for easier uploading.2. Login to Facebook with your username and password and look on the left side menu for the “Photos” section. Here you’ll findthe “Upload Photo” link or “Upload video” link. Click them and you’ll be taken to a page where you have two options, the firstone is create album and the second is mobile photos.3. If you click on mobile photos, you will be provided with an email address where you can mail all your pictures and the photoswill get uploaded automatically. This is a great way to upload pictures if you are using Facebook on a mobile device.4. In the mobile upload feature, the subject of your email is considered the title of the picture.5. Choose your album name, the location and a brief description of the album.6. Next, you will need to choose the privacy levels for this particular album. You have the option to share the album with friendsonly, friends of friends, everyone, or choose specific people.7. You can also go to the customize section and share the album with specific people only.8. Once you have created the album, a new screen will open up that will help you select the pictures from your hard disk. Youcan go to the folder where the pictures are stored and click on the select all button, or you can also choose pictures individuallyby selecting them one at a time by pressing CTRL + mouse click.9. Done selecting? Click on the upload button and you’re done.After uploading the photos, you can edit, reorganize and even delete the album to create a new one.Note: this is a guide for beginners; tech-savvy users may already know these so don’t bash us for trying to teach those who don’t. 19 | F a c e b o o k
  20. 20. How to Setup a Fan Page:20 | F a c e b o o k
  21. 21. How to Set Up a Facebook Fan Page for Business about me Jay Massey how-to for business – Web Services, UWF – Founder, Coco Design – Internet marketing strategist steps to setting up a – Not an “expert” business fan page for sbdc © jay massey 2010 Facebook “How-to” for Business © Jay Massey 2010 2 overview • Strategy • Getting started • Adding content strategy • Updating • Promoting • Summary Steps skip Facebook “How-to” for Business © Jay Massey 2010 3 strategy strategy • Get one… – Who X 2 • Who is the target audience • Who is going to update the fan page – What is the purpose – When will you update – Where? • You are adding a social networking component to your current marketing / communications plan, plus… Engagement Facebook “How-to” for Business © Jay Massey 2010 5 Facebook “How-to” for Business © Jay Massey 2010 6 21 | F a c e b o o k
  22. 22. getting started sign up or log in skip Facebook “How-to” for Business © Jay Massey 2010 8 profile vs. page getting started Personal Profiles are different than Facebook Pages Personal profile Company “fan” page 1. Log in to • • Friends only Personal – Family photos – Personal thoughts vs • • • Fans - anyone Public It’s about business – Company overview 2. Go to – Privacy issues – Company news & status – Website & contact info 3. Click on – Press releases “You have received a friend request from – Photos & videos Acme Resort” – Blog RSS feed – Twitter updates – Customer engagement Facebook “How-to” for Business © Jay Massey 2010 9 Facebook “How-to” for Business © Jay Massey 2010 10 choose a organization category choose type of company Facebook “How-to” for Business © Jay Massey 2010 11 Facebook “How-to” for Business © Jay Massey 2010 1222 | F a c e b o o k
  23. 23. Create Page adding content ( interactive tutorial ) skipFacebook “How-to” for Business © Jay Massey 2010 13 add company info maximize branding• Easy to update – Company logo – Company information – Images – Videos – Events – Blog feeds (RSS) 200x600 pixels max – Proof your Page – Publish your PageFacebook “How-to” for Business © Jay Massey 2010 15 Facebook “How-to” for Business © Jay Massey 2010 16 add applications fbml content (advanced)• Some app ideas: • Specialized content – Static FBML (Facebook Markup Language) - allows – Add a Custom Tab with Static FBML app you to include any of your own HTML. • Advanced functionality using the Facebook Static FBML application. – Flash Player - upload your own Flash files for This application will add a box to your Page in which you can use advanced customization. HTML or FBML (Facebook Markup Language) for enhanced Page customization. – YouTube Box - import videos you’ve already loaded to YouTube. • More info search “static fbml” or… – Simple RSS - import your various feeds. – • May need to get professional helpFacebook “How-to” for Business © Jay Massey 2010 17 Facebook “How-to” for Business © Jay Massey 2010 18 23 | F a c e b o o k
  24. 24. customized sample 1 customized sample 2 Facebook “How-to” for Business © Jay Massey 2010 19 Facebook “How-to” for Business © Jay Massey 2010 20 updating your page • Facebook (web) • Twitter updating • Smart phone • RSS feed • Selective Twitter Status application skip Facebook “How-to” for Business © Jay Massey 2010 22 basic promotion tips • Vanity URL – Once you have more than 100 fans on your page, set up your business fan page vanity URL. promoting – Go to and click on the link "Set a username for your Pages." • Add Vanity URL to business card & email signature • Search engines can see you fan page – Add SEO friendly content just like your web site • Seek professional help – I’m just sayin’… skip Facebook “How-to” for Business © Jay Massey 2010 2424 | F a c e b o o k
  25. 25. getting some fans create buzz• Tell your Facebook friends • Get a new domain and point it to fan page – On the left side of you fan page (when logged in) you will see a link • Use Twitter "Suggest to Friends". That is a way to suggest your fan page to your personal connections • Create exclusive content• Send an email • Hold drawings – Send a short email to your business contacts asking them to check out your companys Facebook page and give them a link. • Create a photo / video contest• Be compelling • Start engaging conversations on Discussion Board – You will have greater results in gaining fans if you give them a • Call your Fan Page a Fan Club compelling reason to be a fan, e.g. tip of the week, special offers, etc.• Paid promotion • Buy social ads – You can always try a paid promotion. Click on the “Find New Fans” • Acknowledge fans tab at “How-to” for Business © Jay Massey 2010 25 Facebook “How-to” for Business © Jay Massey 2010 26 Facebook Groups• Provides organizations with ability to share info with specific groups of individuals both internally & externally• Your employees & customers are already on Facebook – Features: • Tag friends - like in photos • Full email integration, which will make Facebook Groups the most summary powerful group communication tool on the internet – Business ideas: • Private Group for employees to share information within your company - replaces Yammer, Chatter, etc. • Private Group for your best customers, special promotions • Private Group for your management team, internal communicationFacebook “How-to” for Business © Jay Massey 2010 27 “how to” summary thank you! 1. Sign up or log in to Facebook 2. Go to • / Coco Design 3. Click on Create a Page (upper right) 4. Select organization category (business, brand, artist, etc.) 5. Select type of company • / in / P Jay Massey 6. Name your page (be careful, you cannot change it) 7. Add content • / Jay Massey 8. Publish your page 9. Get 1000 100, now only 25 fans & pick a vanity URL name • BLOG – Billboard In The 10. Consider Selective Tweets application for Facebook 11. Consider customizing your page with FBML, store app, etc. 12. Promote, update, ENGAGE!Facebook “How-to” for Business © Jay Massey 2010 29 Facebook “How-to” for Business © Jay Massey 2010 30 25 | F a c e b o o k
  26. 26. How to Set Up a Winning Facebook Fan PageWith more than 300 million active users, Facebook is nearly the size of the United States in terms of population. In fact, odds arethat you’re a Facebook user, perhaps using it to keep in touch with family and friends, with a dash of business thrown in forgood measure. Maybe you look at some of the 2 billion photos uploaded each month, or contribute a few of the 40 million dailystatus updates. In short: Facebook is where it’s at, and you’re already there.But what about your business? Does it use Facebook? If you’re a business owner, you really need to set up a Fan Page, or elseyou risk being left behind as more businesses shift to social networks like Facebook. This post is a beginner’s guide to setting upand getting the most out of a Page on Facebook for your business.Facebook Pages 101Facebook Pages are different than profiles. You have a profile for you, Jane Doe, but your business can’t have a profile — it canhave a Page. A Page is a place to house all the pertinent information about your company. They’re so useful because you caninclude everything that relates to your business in one place with a built-in potential audience:- Overview of company- Website and contact info- Press releases- Videos- Blog RSS- Twitter updates- Company news and status- Customer interactionOne of the major benefits of a Page on Facebook over (or in addition to) a webpage is that it’s so simple to update. With awebsite, if you’re not technical, you have to contact your web developer, who will then charge you to make even a tiny change.With Facebook, updates are as easy as logging in and typing or uploading. The fresher your content, the more you will engagepeople.Setting Up Your PageOnce you’ve logged in to Facebook, scroll to the bottom and click onAdvertising. Then click Pages and Create a Page. Select the type ofbusiness you own and start filling in all the details. The more info youadd, the better your page will be (and remember: Google thinks highly ofFacebook in its search engine results).Make sure to include your company logo, any RSS blog feeds that arerelevant, videos, images — the whole nine yards. Once you’re satisfiedwith the Page, publish it, then get ready to dive into promotion.Enhance Your Page with AppsYou can also enhance your Facebook Page by adding applications to it. Apps addparticular functions to your page, such as drawing in your blog’s RSS feed (theSocial RSS app is a good example of this) or YouTube videos. They are a great wayto further engage visitors to your Page and provide them reason to come back,and there are hundreds of apps designed to help you do business better onFacebook.Another option you have is to internally develop a new app. Pizza Hut’s OrderApp which allowed fans to order their pizzas directly through Facebook was ahuge hit, for example. Red Bull has a custom application on its Page that pulls inTwitter updates from all of the athletes they sponsor. Developing a custom app26 | F a c e b o o k
  27. 27. for your Facebook Fan Page can be pricey, but if you can afford it or have in-house development talent that can get the jobdone, it can be very rewarding.Promoting a PageThe tricky thing about Facebook Pages is that you can’t friend someone the way you can from your profile. People can elect tobecome fans of your Page, but only if they know about it. So you’ve got to spread the word organically (and keep doing it) tointroduce people to your Page and to your company.First identify contacts from your profile that are either business connections, people working in a field related to your business,or who would otherwise benefit from the information your company provides, and invite them to become a fan of the Page.Send a short note explaining what you want to offer from the Page (remember, people are thinking “what’s in it for me?”) andinclude a link to the Page.You should also promote your Page elsewhere online by putting a Facebook Page button on your website to help others find it,spreading the word on Twitter if you’re there (and you should be), sending out an email notification, or putting a link on yourbusiness cards. Do whatever it takes to help people know that you’re on Facebook and you want them to become a part of yourcommunity.Get the Most Out of Your PageIf you’ve got a brand that already has a strong following like or True Lemon, a Facebook Page can be a great way tolaunch a community. Encourage discussion among fans by asking questions like: “what’s your favorite product?” or “what couldwe do to improve our product?” Post updates weekly, if not daily and point your fans to any off-site promotions, such asgiveaways hosted on different web sites.And keep it fun! Nobody likes straight up business all the time! Zappos, for example, has crazy videos and posts that aren’trelated to shoes, which is why their fan base is well over 21,000.It will take time to build your fan base, so remember to keep sending out invites to new contacts asking if they want to become afan of your business Page. Constantly promote the Page in any way possible, and keep your content fresh — give people areason to check in on your page regularly.Check your analytics: before long you should see a large portion of your website’s referrals coming from Facebook!Wrapping it UpYour Facebook efforts will be ongoing, so plan to dedicate a few hours each week to getting new fans and updating content.You’ll quickly appreciate the instant ability to connect with customers and future customers through this social media tool! 27 | F a c e b o o k
  28. 28. Understanding Vanity URLs:28 | F a c e b o o k
  29. 29. How to Create a Facebook Page Vanity URLIf you dont already have a Facebook page or your business, go create one. With over 500 million active users, Facebook is apowerful network to tap into to expand the online footprint of your business.The next step in personalizing your business page is to get a username to create a vanity URL (customized web address). Bydefault, your Facebook page will get a randomly assigned number and URL (, butlast summer, Facebook made it possible to customize your Facebook page URL( a username is optional but adds an extra level of professionalism toyour business page and gives you a shorter, more memorable web address foryour business page. Dont hesitate - you want to ensure that you get yourbusiness name before someone else does.Heres How to Create a Facebook Page Vanity URL: 1.) Visit to walk through the wizard to choose the username for your vanity URL. 2.) Choose a username for your personal profile. Before choosing a username for any of your business pages, you must choose a username for your personal profile. If you dont have a personal profile yet, youll need to create one. Facebook will give you a few suggested options based on your name. Select one of the suggested options or write out your own. Check the availability and confirm your choice.3.) Choose a username for your business page. Its best to simplychoose your business name. You are commiting to this usernameforever, so you want to make sure it will stick with you as your businessgrows and changes. If you have multiple pages, you can choose ausername for each.What Are The Requirements?  Usernames can only include alphanumeric characters (A-Z, 0-9) or a period (.).  You can only have one username per page.  Your page must have at least 25 fans to establish a vanity URL. This is to prevent name squatting.  Usernames are not transferrable or editable.  Some generic words (such as "flowers" or "pizza") are not available.  If your trademarked name has already been taken, you can notify Facebook of this intellectual property infringement.  For more FAQ, check out the Facebook Help Center. 29 | F a c e b o o k
  30. 30. Understanding Facebook Markup Language (FBML):30 | F a c e b o o k
  31. 31. Facebook Markup Language (FBML)We are in the process of deprecating FBML. If you are building a new application on, please implement yourapplication using HTML, JavaScript and CSS. You can use our JavaScript SDK and Social Plugins to embedded many of the samesocial features available in FBML. While there is still functionality that we have not ported over yet, we are no longer adding newfeatures to FBML.FBML enables you to build Facebook applications that deeply integrate into a users Facebook experience. To use JavaScriptwithin FBML, use FBJS.ToolsUser/GroupsNotifications and RequestsPlatform InternationalizationDeprecatedStatus MessagesPage NavigationWallVisibility on ProfileProfile-specificMiscEditor DisplayEmbedded MediaDialogAdditional PermissionsSocial PluginsMessage AttachmentsFormsToolsfb:boardDisplays a discussion board with a unique identifier.fb:bookmarkRenders a button that lets a user bookmark your application so a link to your application appears on the users profile.fb:chat-inviteEnables your users to initiate Facebook Chat with their friends from within your applications.fb:commentsDisplays a set of comments for a unique identifier.fb:defaultFor a group of fb: tags contained within an fb:switch tag, the fb:default tag renders any content inside itself if no other fb: taginside the fb:switch tag renders code before it.fb:elseHandles the else case inside any fb:if, fb:if-* or fb:is-in-network tag, and with age and location restricting tags.fb:feedRenders an application-specific News Feed, which displays recent application stories about the logged in users friends.fb:friend-selectorRenders a predictive friend selector input for a given person.fb:google-analyticsInserts appropriate Google Analytics code into a canvas page.fb:ifOnly renders the content inside the tag if value tag is set to true.fb:if-multiple-actorsDisplays the enclosed content when more than one actor is involved in a Feed story. 31 | F a c e b o o k
  32. 32. fb:multi-friend-inputRenders a multi-friend form entry field like the one used in the message composer.fb:quantcastInserts appropriate Quantcast code into a canvas page.fb:randomRandomly chooses an item inside the tags based on the weights provided.fb:random-optionContains code to be output when selected by the fb:random tag.fb:switchEvaluates every fb: tag inside and returns the first one that evaluates to anything other than an empty string.fb:typeahead-inputCreates a type-ahead tool (as suggested) that will give you the results that you specify.fb:typeahead-optionThis tag specifies the values for a typeahead form input.fb:user-agentDisplays the contents wrapped inside the tag to the specified user-agents.User/Groupsfb:eventlinkPrints the specified event name and formats it as a link to the events page.fb:grouplinkPrints the specified group name and formats it as a link to the groups page.fb:if-can-seeDisplays the enclosed content if the logged in user can see the specified what attribute of the specified user.fb:if-can-see-photoDisplays the enclosed content only if the logged in user can see the photo specified.fb:if-is-app-userDisplays the enclosed content only if the specified user has accepted the terms of service of the application (that is, authorizedyour application).fb:if-is-friends-with-viewerDisplays the enclosed content only if the specified user is friends with the logged in user.fb:if-is-group-memberDisplays the enclosed content only if the specified user is a member of the specified group.fb:if-is-userOnly renders the content inside the tag if the viewer is one of the specified user(s).fb:if-is-verifiedDisplays the enclosed content only if Facebook has verified the current user.fb:nameRenders the name of the user specified, optionally linked to his or her profile.fb:profile-picTurns into an img tag for the specified users or Facebook Pages profile picture.fb:pronounRenders a pronoun for a specific user.fb:userHides the content enclosed in this tag from any user who is blocked by the user whose uid is referenced in fb:user.fb:user-statusReturns the status of the user specified by uid.Notifications and Requestsfb:application-nameRenders the application name.fb:multi-friend-selectorThere are actually two versions of this button - the full version and the condensed version.32 | F a c e b o o k
  33. 33. fb:multi-friend-selector_(condensed)There are actually two versions of this button - the full version and the condensed version.fb:req-choiceSpecifies a button to be shown at the bottom of a request on the users requests page.fb:request-formCreates a form that sends requests to the selected users.fb:request-form-submitCreates a button that submits an fb:request-form.Platform Internationalizationfb:dateRenders a date.fb:fbml-attributeContains the value of an attribute of an FBML tag.fb:intlMarks a string of English text as translatable into other languages.fb:intl-tokenContains an attribute that replaces a token (variable) in the text of an fb:intl tag.fb:tagRenders an HTML tag.fb:tag-attributeContains the value of an attribute of an HTML tag specified by fb:tag.fb:tag-bodyContains the body (contents) of an HTML tag specified by fb:tag.fb:window-titleSets the title of the browser window to the content within the tag.Deprecatedfb:if-is-own-profileThis tag is deprecated, since if- tags are no longer allowed on profile pages.fb:if-user-has-added-appDisplays the enclosed content only if the specified user has added the application to their account.fb:networklinkPrints the specified network name.fb:notif-emailSpecifies content of the email body for a notification sent with the notifications.send call.fb:notif-pageSpecifies content of a notification that appears on a users Notifications page.fb:notif-subjectSpecifies the content of the email subject line for a notification sent with the notifications.send call.fb:profile-actionRenders a link on the users profile under their photo (such as "View More photos of..").fb:rock-the-voteDisplays a Rock the Vote & CREDO Mobile registration widget inline in your application.fb:userlinkPrints the specified users full name linked to their profile along with their network, optionally (as is normally displayed on theWall, for example).fb:visible-to-added-app-usersDisplays the enclosed content only if the viewer has added the application to their account.fb:visible-to-userOnly displays the content inside the tag if the viewer is the specified user.Status Messagesfb:error 33 | F a c e b o o k
  34. 34. Renders a standard Facebook error message.fb:explanationRenders a standard Facebook explanation message.fb:messageRenders the heading text for an error, explanation or success message.fb:successRenders a standard Facebook success message.Page Navigationfb:create-buttonRenders a Create button for adding user-generated content.fb:dashboardRenders a standard Facebook dashboard header.fb:headerRenders a standard Facebook title header.fb:header-titleSpecifies the header title for a fb:mediaheader.fb:helpRenders a help link.fb:mediaheaderRenders a standard media header, intended mainly for displaying content contributed by a particular user.fb:owner-actionSpecifies an action link to be displayed inside a fb:mediaheader when the viewer is the owner of the contentfb:tab-itemRenders a standard Facebook tab.fb:tabsRenders a group of standard Facebook navigation tabs.Wallfb:wallEmulates the look of a wall environment.fb:wallpostRenders a Wall-style post.fb:wallpost-actionDisplays a link at the bottom of a wallpost (even if it appears before other text within the fb:wallpost tag).Visibility on Profilefb:18-plusRestricts content to users who are age 18 or older.fb:21-plusRestricts content to users who are age 21 or older.fb:restricted-toLets you tailor the enclosed content to display to specific ages, locations, or content types.fb:visible-to-app-usersDisplays the enclosed content only if the viewer has granted full permissions to the application.fb:visible-to-connectionUse this tag to display the content inside the tag on a users or a Facebook Pages profile only if the viewer is a friend of that useror is a fan of that Facebook Page.fb:visible-to-friendsUse this tag to display the content inside the tag on a users profile only if the viewer is a friend of that user.fb:visible-to-ownerDisplays content inside only if the viewer of the profile matches the profile owner.Profile-specificfb:action34 | F a c e b o o k
  35. 35. Renders a link, usually for navigational purposes.fb:add-section-buttonRenders an Add to Profile or Add to Info button (depending upon which section attribute you specify) on an applications canvaspage.fb:if-section-not-addedRenders the content wrapped within this tag on an application canvas page if the user hasnt added a condensed profile box orinfo section to her profile.fb:narrowRenders the content contained by the tag only if the profile box is in the narrow column of the profile.fb:publisher-linkRenders an anchor tag around the internal content pointing to a profile with the applications Publisher preselected.fb:subtitleDefines the subtitle for the profile box.fb:user-itemRenders a single cell of a table, which contains a thumbnail and name for a particular user, similar to the Mutual Friends table onprofile pages.fb:user-tableRenders a table, each cell of which contains a thumbnail and name for a particular user, similar to the Mutual Friends table onprofile pages.fb:wideThe enclosed content appears only when profile box is in the wide column of the profile.Miscfb:add-profile-tabRenders a button that lets a user add your application or sites application tab to his or her profilefb:fbmlThis tag serves two purposes.fb:fbmlversionPrints the version of FBML currently in scope.fb:js-stringThis tag renders a block of FBML into an FBML block variable instead of rendering it on the page.fb:page-admin-edit-headerFor apps that can be added to Facebook Pages, this adds a standardized edit header for canvas pages so that the Page owner caneasily jump to their Pages app configuration.fb:redirectRedirects a users browser to a new URL within the Facebook canvas.fb:refFetches and renders content (like FBML or JavaScript) from a given ref source onto your canvas pages.fb:serverFbmlRenders the FBML on a Facebook server inside an IFrame.fb:timeRenders the date and time in the users time zone.fb:titleSets the pages <title> tag to its contents.Editor Displayfb:editorCreates a form with two columns, just like the form on the edit-profile page.fb:editor-buttonRenders a button of type submit inside an fb:editor tag.fb:editor-buttonsetA container for one or more fb:editor-button tags, which are rendered next to each other with some space between eachbutton.fb:editor-cancel 35 | F a c e b o o k
  36. 36. Renders a Cancel button inside an fb:editor tag.fb:editor-customAllows you to put any content into an fb:editor block, as long as it is valid FBML.fb:editor-dateCreates two drop down list boxes that let a user select a date.fb:editor-dividerRenders a horizontal line separator in the column containing the form elements.fb:editor-monthCreates a form selector element displaying the month.fb:editor-textCreates an <input> of type text.fb:editor-textareaCreates a <textarea> element.fb:editor-timeCreates a series of form selector elements showing the time in hours and minutes, and an AM/PM indicator.Embedded Mediafb:flvRenders a Flash-based FLV player that can stream arbitrary FLV (video/audio) files on the page.fb:iframeInserts an <iframe> tag into an application canvas page; you cannot use the tag on the profile page (that is, application tabs andprofile boxes).fb:mp3Renders a Flash-based audio player.fb:photoRenders a Facebook photo.fb:silverlightRenders a Microsoft Silverlight control.fb:swfRenders a Shockwave Flash (SWF) object.Dialogfb:dialogThe fb:dialog tag displays a lightbox-type dialog box when a user clicks on some element.fb:dialog-buttonRenders a button for the fb:dialog popup.fb:dialog-contentThe fb:dialog-content tag is a child of fb:dialog and represents the content that gets displayed inside the popup dialog when itappears.fb:dialog-titlefb:dialog-title is a child of fb:dialog and renders a title for what is displayed inside the popup dialog.Additional Permissionsfb:prompt-permissionRenders the content of the tag as a link that, when clicked, initiates a dialog requesting the specified extended permissions fromthe user.Social Pluginsfb:commentsDisplays a Comments Box on a Facebook Connect site or in an IFrame application.fb:live-streamUse this tag to render a Live Stream Box social widget on your FBML canvas pages or Facebook Connect sites.Message Attachmentsfb:attachment-preview36 | F a c e b o o k
  37. 37. Renders a link in a message attachment that, when clicked, replaces that attachment with newly fetched content.Formsfb:captchaRenders a CAPTCHA on your canvas page inside of a form.fb:submitCreates a JavaScript submission mechanism for a form, which makes image or text links act as Submit buttons. 37 | F a c e b o o k
  38. 38. Understanding @Replying:38 | F a c e b o o k
  39. 39. HOW TO: Use Facebook’s @Mentions Status TaggingAs you may know, Facebook rolled out its planned new feature that lets you “tag” other users in your status updates earliertoday.It’s very similar functionality to @replies on Twitter, andmost folks will be pretty familiar with how it works and whyyou’d want to use it. Still, there are some differences tonote, and some may appreciate a basic walkthough of howthe new feature works.Facebook’s version of the feature, like Twitter, also uses the@ symbol to invoke. However instead of having to simplyknow or remember the person’s username you’d like to tag,Facebook will generate an auto-suggest dropdown based onwhat you’ve typed after the @ symbol:This is a nice touch considering that the scope of Facebook’sstatus tagging feature goes beyond just being able to tag yourfriends. You can also tag pretty much anything you’reconnected to in the Facebook universe: companies, brands,artists and shows — anything that has a Facebook Page. Youcan also tag events and groups you’re a part of.Once the item you’re wanting to tag appears in the list, all you have to do is click on it to select it and include a linked version ofthat entity in your status update:Unlike Twitter, the @ symbol won’t actually remain as a part of yourupdate; it’s merely the syntax that invokes the tagging feature itself. Instead, the full name of the person, page, event or groupyou tagged is now contained in your status update, contextually linked to its actual page. When your friends see your statusupdate, they’ll be able to click on any of those links to find outmore and possibly friend, fan, join or attend whatever you linkedto:Here’s an example of using a status update to tag an event:And here’s the result after I’ve selected the correct event I want to tagin the update:One complaint we have about the new feature is that it only works in your status updates, or if you post to someone else’s wallusing the Share widget on their page. That means you can’t tag anyone inside of comments, which to us — and probably most 39 | F a c e b o o k
  40. 40. other folks who are used to Twitter‘s implementation of this feature — seems like a “missing” feature. It doesn’t really matterwhere the conversation is happening, and I may have occasion to want to tag something inside a discussion thread just asfrequently as I might in a status update.Apparently we’re not the only ones who have griped about this already, because Facebook’s Randi Zuckerberg mentioned in aspot on CNN today that a lot of folks had been requesting tagging within comments. She said Facebook is now considering that,and “it may happen.” We’ll be keeping a close eye on it of course, and will let you know if and when we hear about taggingcoming to comments as well.Otherwise, as you can see, the new status tagging feature is fairly easy to use, and could help direct you and your friends moreeasily to other content around Facebook they might also like. However, we don’t see too many of our friends making use of itquite yet — have you been making any use of the new status tagging feature yet? Have you noticed your friends making use ofit? Share your experience so far in the comments.40 | F a c e b o o k
  41. 41. Facebook Do’s and Don’ts: 41 | F a c e b o o k
  42. 42. Facebook Handout Facebook Quick Reference Sheet – techniques learned from the very best pagesDo:  Start with a strategy – how does social media fit into your overall communication goals?  Scatter your posts throughout the day; do not clump all together  Post on weekends and evenings, and evaluate which time works best  Tag at least one other page in each post  Try to ask an engagement question for every post  Respond to questions in a timely manner  Post and follow a comment policy, and enforce it  Remember to post in a friendlier tone, but not unprofessional  Spell check every post prior to posting  Thank your followers and praise them often  Use lots of quality photos (be sure to add as many details about the photo as possible – or ask your audience to add details as an engagement item; also ask them to tag themselves or others)  Use short, raw, catchy video  Ask yourself: would I share that with my friends?  Mix it up: photos, questions, videos, sharing others content, news stories, etc.  Add a personal touch; connect with your audience  Set defaults to show only your posts first (after all, this is a command information platform, and this allows your message to be seen first, and allows others to still comment on your wall)  Welcome participation, collaboration, and feedback  Get a short, smart vanity URL ( (available only after 25 followers)  Update top 5 photos often (show a variety of activities, angles, personnel, etc)  Have someone else read your posts before you post them (to see if they make sense)  Track metrics and evaluate how content performs. Determine what metrics are important to you before you engage, set a benchmark and track over time.  “Like” sister or similar organizations, and tag them often  Post information or comments on other pages, while using your organization’s page (be mindful if you are posting as organization or business)  Always use OPSEC when posting  Identify/find SMEs to answer questions that come up on your page, or direct them to SME  Avoid using automated posting services to post same content to multiple sites  Ask your followers what they would like to see on the pageDon’t:  Post too many times a day (you will lose followers)  Clutter all your posts at one time  Do not be too promotional  Use boilerplate messages or snoozy press releases, unless necessary  Use social media (teen) language in professional posts (ex: I wanna b ur bff 2day & 4evr)  Use geo-tagged programs on your page (ex: showing where you are Tweeting or FBing from)  Post a link without giving some sort of lead, description, or call to action  Remove content just because you don’t like it. If it doesn’t violate your comment policy, leave it!Remember:  You do not control what happens to a message once it is posted42 | F a c e b o o k
  43. 43.  It only takes one unprofessional slip to taint a reputation If you do not have a lot of time to monitor, then set tighter restrictions (photos, videos, comments, etc.) 43 | F a c e b o o k
  44. 44. Protect Yourself on Facebook:44 | F a c e b o o k
  45. 45. Social Media Roundup/9 Critical Steps: Protecting Yourselfon Facebook Social Media Roundup Agenda This week’s Social Media Roundup outlines 9 critical steps that can help protect your personal information and privacy while on Facebook. Social Media Roundup 9 Critical Steps: • Introduction Protecting Yourself on Facebook • 9 Critical Steps • Additional Resources Social Media Roundup Social Media Roundup Introduction 9 Critical Steps #1: Friends Only #2: Less Sharing #3: Personal Protection Facebook is an effective tool Army organization members can use to #4: App Remover communicate their messages and tell organization stories. Facebook is also a way for Soldiers to stay connected. But Facebook use is not without its risks. #5: Limited Access Sharing too much information on Facebook can result in OPSEC violations, #6: Don’t Take it Personal identity theft, spam, home break-ins and computer viruses. Using social media platforms like Facebook should be a balance between #7: Stealth Mode communicating with friends and family and protecting your privacy and online safety. #8: Good Networking Facebook’s default privacy settings are often public, but Facebook provides #9: Don’t Become a Target various setting options that help Facebook users adjust and customize their privacy settings. Social Media Roundup Social Media Roundup Step #1: Friends Only Friends Only To take a closer look at your settings, click on your account at the upper right  These are the settings recommended by the Army. Sharing only with friends corner of your page. As you’ll see, if you haven’t already adjusted them, your eliminates the risk of your content falling into the hands of people you’ve never privacy settings will be set to the Facebook default. met.  When you list something as “other” it typically means you’ve customized your settings further than the categories offered in the first three columns. 45 | F a c e b o o k