Facebook for Public Relations - PR Daily Presentation

Facebook Essentials for PR: Everything You Need to Know to Get Started March 11, 2010 Scott Meis | Sr. Project & Social Media Director

Carolyn Grisko & Associates Inc.
Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients.
www.grisko.com
Facebook Essentials for PR

What We’ll Cover Facebook Essentials for PR
Facebook Trends
Personal vs. Professional Use
Privacy Settings
Groups, Causes, Pages
Promotion & Advertising
Engagement and Measurement
Qualitative Testing
Quantitative Testing
SEO vs. SEM
Audience Reaction
Establishing Your Home Page
How to Keep Your Boss Away
Maximizing titles, tags and giveaways
FBML Who?
Rocking the Insights
Facebook Trends
Privacy Settings
Qualitative Testing
SEO vs. SEM
Audience Reaction
FBML Who?
Facebook Trends
Privacy Settings
Qualitative Testing
SEO vs. SEM
Audience Reaction
FBML Who?

What We’ll REALLY Cover Facebook Essentials for PR
Facebook Trends
Privacy Settings

Facebook Trends – February 2010
More than 400 million users worldwide
100M active mobile users
8B minutes are spent on Facebook a day
20M become fans of pages a day
3M active pages
60M status updates each day
Source: http://www.facebook.com/press/info.php?timeline

Facebook – The Ultimate Timesink Facebook Essentials for PR Source: http://mashable.com/2010/02/16/facebook-nielsen-stats/ Americans spent 421 minutes/month or 14 minutes/day.

Personal vs. Professional Use Facebook Essentials for PR
Grouping Friends
Top 10 Privacy Settings
Facebook Etiquette
Facebook Pages

Friend Grouping Facebook Essentials for PR

Privacy Settings Facebook Essentials for PR

Facebook Etiquette Facebook Essentials for PR
Pick a good photo
Fill out your bio and info, get a vanity URL
Be smart about what you post
Don’t get caught in the coworker “friending” game, use lists
Balance personal and professional updates
Don’t be a spammer
Use common sense

Groups and Causes
Group = Short-term
- Message All Members - Similar to Page Setup
Causes = Long-term
- Application
- Email Members
Messaging & Retention

Why Fans Matter
Direct Brand Engagement
Personal, Real-Time Feedback
Foundation for Targeted Outreach
Word-of-Mouth
Stream of New Advocates
Active Engagement = Strong SEO

Facebook Pages – Getting Started
Creating your page
Enhancing with content
Engagement & Measurement
Page Promotion
Facebook Ads

Facebook Pages – Page Creation
Pay Attention to Page Name – SEO!

Facebook Pages – Vanity URL
Pay Attention to URL – SEO!
Must Have 25 Fans

Static FBML to Customize Page
Static FBML Application

Adjust Default Landing Tab Settings Facebook Essentials for PR

Facebook Page Engagement
Allow Fans to Comment!
Status Updates – More than random tidbits
Use strong visuals – photos and videos
Maximize the Event tool
Be responsive and use for feedback

Additional Facebook Applications to Consider
Social RSS – Feed latest blog posts to fans
YouTube Box – Feed in YouTube video content
Causes – Show support of charity or cause
Poll – Use to crowdsource, gather feedback
Involver – Site that provides professional apps

Facebook Page Insights Facebook Essentials for PR

Facebook Page Promotion
Cross-promote on other social media sites, Website
Facebook Essentials for PR Source: http://www.enjoyillinois.com

Cross-promote on other social media sites, Website

Facebook Fan Box
- Embed on Site
- Easy New Fan Tool

Facebook Ads – Utility & Best Practices
Targeted, Social Action Outreach
Controlled Budget
Action Item + Fan Growth
Easy Analysis
Best Practices

Facebook Case Study #1
8 Days to 8,000 Fans Event
Promotion
- Blog post
- Facebook page event
- DLI e-news
- 3,170 new fans
Word-of-mouth does the rest with strong content !

“ Rush On Call” Live Chats
Promotion
- Blog post
- Facebook page event
- Rush e-news, Facebook Ads
- New fans, direct doctor interaction - Lasting transcript

Pepsi Refresh Project
Strategy
- Devote Ad $ Elsewhere
- Drive Mass Appeal
- Engage Through Votes
- Social Purpose and Easy Participation
- Long Campaign for Continued Engagement

Facebook – Upcoming Changes
Pending page changes – stay tuned
Status Updates showing up in the News Feed to all fans is no longer guaranteed.
The Boxes Tab will disappear.
The Tabs width will shrink from 760 pixels wide to 520 pixels.
The ability to extract the e-mail addresses of your Fans will become available… maybe.
Facebook Essentials for PR SOURCE: http://www.wildapricot.com/blogs/newsblog/archive/2009/12/13/big-changes-to-facebook-pages-could-hurt-small-nonprofits.aspx

Facebook Marketing Resources Facebook Essentials for PR
Inside Facebook
http://www.insidefacebook.com/
All Facebook
http://www.allfacebook.com/
Facebook for Business – HubSpot
http://www.hubspot.com/facebook-for-business-marketing-kit/

Questions & Comments
Scott Meis
[email_address]
312-335-0100
www.grisko.com
Suggested Reading: New Comm Biz , SMUG , Social Media Today , Mashable , Social Media Snippets , Groundswell , The New Community Rules

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Facebook for Public Relations - PR Daily Presentation

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