Chapter8a 2nd Edition McHaney

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Slides to Accompany Chapter 8a of "Web 2.0 and Social Media for Business" Free Textbook Published by BookBoon 2012. …

Slides to Accompany Chapter 8a of "Web 2.0 and Social Media for Business" Free Textbook Published by BookBoon 2012. http://bookboon.com/en/textbooks/it-programming/web-2-0-and-social-media-for-business

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  • 1. Web 2.0 and Social Media for BusinessChapter 8: Big Social Media: Facebook and LinkedIn Part A Roger McHaney, Kansas State University
  • 2. Big Social Media Two high impact social media Web sites for business are2 Facebook and LinkedIn. Coupled with Twitter, these three represent a high impact minimum that all organizations need to incorporate into their planning.
  • 3. Social Networking vs. Social Media Social networking is the „what‟ and social media is the „how‟. In other3 words, social media are tools that facilitate social networking For instance, LinkedIn is social media. Social networking takes place in LinkedIn each time people form connections, exchange information, share, or discuss. Twitter is social media and each Tweet represents the act of social networking. Social media makes social networking easier.
  • 4. Opinion Leaders4 Goddard (2012) states that “[s]ocial networks are made up of peers seeking and giving advice to make better decisions. Advanced social networking science can even tell us which people give out the most advice in the network and have the most influence. These people are called opinion leaders.”
  • 5. Social Media5 Social media, a recent arrival on the scene, has provided a new set of tools to make social networks easier to create, join, manage and use. Social media includes blogs, online videos, social news, social bookmarking and much more.
  • 6. Facebook6 Facebook is the social media giant. June, 2012, Facebook had more than 955 million active users and accounted for 1 out of every 5 page views on the World Wide Web. Over 100 billion social networking connections exist within Facebook. Businesses cannot overlook this global communication channel.
  • 7. Business on Facebook7 Developing a business presence on Facebook is a must. Many people view Facebook as a primary method for communicating with family and close friends. Business connections, advertisements, and intrusive messages may not be welcome. Businesses need to carefully plan their interactions in ways that respect typical Facebook use. Not all people prefer to avoid commercial contact on Facebook. On any given day, millions of Likes are given to business pages and business content is viewed, downloaded, and commented upon.
  • 8. Facebook ProfilesProfiles are the basic structure in Facebook and are intended forindividual use. Some businesses have created profiles, but this practiceviolates the terms of service agreement with Facebook. Profiles areintended to represent a person‟s identity.
  • 9. Facebook Page for RAM TrucksFacebook is structuredinto profiles, pages andgroups. These structuresgive different levels ofinteraction and havebeen used in varyingdegrees by businessesand individuals.
  • 10. Elements of a Facebook Page
  • 11. Facebook‟s Page RecommendationsFacebook recommends that businesses use pages to develop rapport withcustomers. Regular posts help foster relationships and stimulate an activeonline community. A consistent voice and authentic, original information canencourage people to interact with the business.
  • 12. Page Items to Build a CommunityNew Content: Photos, videos, menus, sneak peeks, new productinformation and event announcements.Questions: Stimulate customers to provide feedback and opinionsabout products and services.Events: Information about new product launches, anniversaries,promotions, in-store events and sales.Stories: Posts that provide stories about products, successes, or othercustomers.
  • 13. Facebook Business SupportProvides ability to manage a page froman administrative panel. Business ownercan track activity, respond tocomments, and view page statistics.Facebook locates page statistics ormetrics on its Page Insight Dashboard.Business can learn the identity of itsvisitors, the day of the week most visitorscome to the page, the frequency ofcomments and which posts generatethe most interest.
  • 14. More Features of PagesPages do not accumulate friends. Instead, people becomefans.People don‟t have to be logged into Facebook to view abusiness page.Each page is indexed by Google and other search enginesand will be listed when searches are conducted.Profiles are limited to 500 friends but business pages can havean unlimited number of fans (for instance, pop star MichaelJackson‟s Facebook page has almost 50 million likes).Pages can be promoted with sidebar ads on Facebook,customized tabs with coupons and other items (e.g. maps,videos, et cetera), or discussions with fans.
  • 15. Facebook Page for Bookboon
  • 16. Facebook Business Information Page
  • 17. Facebook Groups• Groups are intended to allow a subset of people to interact and share information.• Groups are a private space that can be configured in various ways.• Groups can be secret and visible only to members.• A secret group could be used for company employees or a set of business associates.• Closed groups can be seen by everyone and everyone will be able to see the membership list. However, the content is only open to members.• Open groups can be seen by anyone; membership is open and all content can be seen by the public.• Groups are intended for use with profiles but can be used in some business settings
  • 18. Facebook Group Page
  • 19. Building a Facebook Page• First, a user will need to have a Facebook profile.• Connection between a user‟s profile and business page is not public information.• No blending of personal and business information occurs unless the account owner posts it in both places.• User may have unlimited numbers of Facebook pages and each page may have an unlimited number of fans.• Pages can be developed to target specific posts by location and language.• Additional administrators can be added to Facebook pages to help with posting content and other activities.
  • 20. Directory of PagesFacebook‟sdirectory ofpages is agreat startingpoint forbusiness pageideas.
  • 21. Mara Smith‟s Approach to Building a Business Facebook Page1) Determine the page objective (e.g. brand awareness, developing a contact list, driving traffic to a corporate Web site, developing a sense of community, or gathering ideas for new products).2) Devise design strategy (decisions regarding the type of media, posts, and other material).3) Content strategy determined (deciding whether photos, videos, posts, updates, events, and links should be used and in what mix).4) Promote page both inside of Facebook, across the Web and in the real world (variety of methods can be used including widgets, Facebook ads, linked blog entries, Twitter, and printer media).5) Engagement and retention actions. Resources required to enable monitoring and moderation.6) Convert fans into long-term, loyal customers. Wait until fan base is approximately 500-1,000 strong. Generally involves coupons, discounts, special events, or other incentives to give fans a call to action.
  • 22. Lists in FacebookLists define what people canand cannot see by adjustingprivacy settings. It is possibleto create custom lists forcommon groups of friends.For example, a teacher mighthave family, personal,student, and colleague lists.By assigning friends to aspecific list, privacy settingscan be manipulated to onlyallow certain material to beaccessible by individuals on aparticular list.
  • 23. CreatingFriendLists
  • 24. Screening Content fromAll but Family inFacebook
  • 25. Example of MakingContent Visible to a List(Family) and SpecificFriend (Patricia Walker)
  • 26. Link to instructionsabout using lists:
  • 27. Facebook PolicyUsing Facebook for business requiresfunctional organization and aconsistent approach. It is importantto assign the responsibility forFacebook or any social mediaupdates to the correct entity withina company. This means socialmedia used to communicate withthose outside an organization is bestserved by a media specialist orsomeone from a marketing orcustomer service background.Internal use of social media maycome from human resources orvarious departmental managers.
  • 28. Facebook PolicyA good approach is to set up a social media team and use thatentity to manage content, updates, approaches, and provide ageneral philosophy. A team might comprise functional managers,media specialists, marketing specialists, copy writers, andtechnology people. Ultimately, a particular person should be incharge of the effort.Social media implementation requires resources, a thoughtful andconsistent approach, and a team dedicated to long-term results.Building an audience of fans will not occur overnight.
  • 29. Web 2.0 and SocialMedia for Business End of Chapter 8 Part A
  • 30. Slide Media from:Slides Prepared by Professor Roger McHaneyKansas State University PresenterMedia.comTwitter: @mchaney support@presentermedia.comBlog: http://mchaney.comEmail : mchaney@ksu.edu 4416 S. Technology Dr Sioux Falls, SD 57106