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Transcript

  • 1. Social Media Best Practices Facebook & Twitter: Management tactics
  • 2. About Facebook
    • 300 million users worldwide.
    • 50% of active users log on daily.
    • Surpassed MySpace in the U.S. in May/June 2009.
    • Diverse demographics.
    • Average number of friends: 130.
    • More than 10 million users become fans of pages each day.
  • 3. Facebook page/public profile
    • A page is a Facebook profile for a brand (business, institution or public figure). Pages allow an organization to converse and interact with users as a single entity.
  • 4. Pages vs. groups
    • Pages:
    • Only represent a real public figure, artist, brand or organization, and may only be created by an official representative of that entity.
    • Groups:
    • Can be created by any user and about any topic, as a space for users to share their opinions and interest in that subject.
  • 5. Pages vs. groups
    • Pages:
    • Will never display their admins' names. Any action taken will carry the identity of the brand/page.
    • Groups:
    • Will display the admins’ names. Any action taken will appear to come from the individual admin.
  • 6. Pages vs. groups
    • Pages:
    • Have no limits on fans/subscribers.
    • Pushes content posted by admins out to the fans’ news feeds. Notifications of fan activity appear on the fan’s profile wall.
    • Groups:
    • Have a 5,000 member limit.
    • Displays posted content on its wall only. Notifications of the poster’s activity appear on the poster’s profile wall.
  • 7. Pages vs. profiles
    • A page is a Facebook profile for a brand (business, institution or public figure).
    • BUT there are differences that address the needs of brands.
  • 8. Content and posting patterns
    • The goal is to arouse an action from subscribers.
    • The action shows on the walls and news feeds of the page and the subscribers, which fosters viral marketing.
  • 9. Content and posting patterns
    • Establish a regular posting schedule.
    • Identity the optimal amount of content.
    • Variety works.
    • Conversational tone.
    • Use Web writing style, especially on the page wall.
    • Become a participant.
  • 10. Facebook username
    • Personalize the page: http://www.facebook.com/username/
    • Public entities can promote a Facebook presence with a shorter URL.
    • Requirements: > 25 fans, must be at least 5 characters long
    • Periods are not counted: johndoe , john.doe are considered the same.
  • 11. Updates
    • Pages can send messages to either their entire fan base or a specific demographic. The messages will appear in the "Updates" tab of a user’s Inbox.
    • Targetable demographics: Location, sex, age.
  • 12. Sharing content
    • Outside Facebook:
    • All content has unique URLs that can be linked to.
    • Inside Facebook:
    • The share link facilitates posting on profile walls and within messages.
    • Use the like link.
  • 13. About Twitter
    • Micro-blogging: 140 characters or less.
    • Fresh content galore: Real-time searching.
    • 14 million U.S. users (April 2009)
    • More push than social: 10% of users account for 90% of the tweets (Harvard Business School).
  • 14. Twitter tactics
    • Use it as a pointing device. Link to more substantial content that lives behind a URL. Shorten URL with services like tinyurl, bit.ly, or ow.ly.
    • Follow the information leaders.
    • Utilize the #.
    • Re-tweet: It’s efficient and adds value.
  • 15. Twitter tactics
    • Utilize the @.
    • Follow the feed’s mentions.
    • Check out the available Twitter tools.

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