Intro  To  Social  Media  Day 2 09 11 V2
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Intro To Social Media Day 2 09 11 V2

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Modified version of the Day 2 presentation showing only Facebook. Facebook takes an entire class.

Modified version of the Day 2 presentation showing only Facebook. Facebook takes an entire class.

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Intro  To  Social  Media  Day 2 09 11 V2 Intro To Social Media Day 2 09 11 V2 Presentation Transcript

  • By Chris Kieff
    @ckieff
    Intro to Social Media Day 2
  • Agenda
    2
    In depth social media platform review:
    Facebook
  • Facebook In Depth
    Privacy
    Groups
    Pages
    Likes
    Advertising
    Research
    Applications
    Best Practices
    3
  • Facebook Profile Privacy
    Messages always stay at the privacy level of the message originator
    The Question: Who Started the Thread?
    Assuming: You and Them have changed privacy settings from Everyone (default) to messages visible to Friends Only. (Vs. Friends of Friends)
    Message Visibility:
    Me starts- visible to both You and Them, and My other Friends. If You or Them respond to this message visibility remains unchanged.
    You starts- visible to Me not Them, and You’s other Friends.
    Them starts- visible to Me not You, and Them’s other Friends.
    http://www.maclife.com/article/feature/every_facebook_privacy_feature_revealed_and_explained
    You
    Me
    Them
  • Facebook Page Privacy
    Pages are public.
    Everything anyone writes on your business page is public unless you change it
    Exception- Facebook’s moderation rules
    You mark a message as spam
    You can disable users ability to write on your wall- but why?
    You can set your page to display only messages from you
    However, other messages are still there users just need to click to see them. And they’re in their Newsfeed.
    Your Page
    Them
  • Facebook Pages
    Recommended for every business
    Free and easy
    Don’t set and forget
    Send blog and post regular updates
    Make it look professional
    Always respond to any comment
    You get email notifications up to 10,000 fans
    Remove spam comments, get rich quick, work from home
    Monitor with Hootsuite, TweetDeck, Co-Tweet, Sprinklr etc.
    Also Known As: “Fan Pages”
    Install Google Analytics
    http://www.socialmediaexaminer.com/how-to-add-google-analytics-to-your-facebook-fan-page/
  • Facebook Groups
    New Groups
    Open- anyone can read everything
    Closed- anyone can see members but not content
    Secret- can’t see members or content or know of it’s existence
    Uses for Groups
    Horizontal or Vertical communications
    Non-Friend connections
    Customer groups (?!)
    Trade Groups (legal issues)
    Limitations- about 250 people max (recommended no real limit). Remember email is defaulted on!
    Old Lists- personal groups
  • Facebook “Likes”
    Over 1 MM sites with “Like” buttons
    People who click on “Like” buttons click 5.3X more links and have 310 Friends (vs 130)
    Using faces on the like button increases CTR 5-10X
  • Facebook Advertising
    Advertising on Facebook is NOT a social media tactic
    Excellent demographic targeting
    Very similar to Google and other online advertising- auction, CPM, CPC…
    Except- don’t run multiple simultaneous ads because they will compete, not rotate (diff from Google.)
    Use images, best performance is for links on Facebook.
    Test different ads to find the best performing
    Use Google Analytics to track- FB reports are poor.
  • Facebook Research
    Use the Facebook Advertising System
    Conduct demographic research to better know your target demo in a geography. (understanding the Facebook skew)
    You don’t need to run ads to do research
  • Facebook Edgerank
    Edgerank is how Facebook decides if your updates make it to “TOP NEWS”
    Each Edge has three components important to Facebook’s algorithm:
    Affinity Score: between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, an old acquaintance you haven’t spoken to in years.
    Weight: A comment probably has more importance than a Like, for example.
    Time. The older an Edge is, the less important it becomes.
  • FacebookApps for Business
    Top 75 Apps for Enhancing Your Facebook Page http://www.socialmediaexaminer.com/facebook-apps/
    Woobox (Static iFrame, Coupons, Sweepstakes…)
    Involver (Free Apps, Twitter, etc.)
    North Social (Excellent Apps)
    Networked Blogs (Free Blog Sharing)
    RSS Graffiti (RSS Feed display multiple Blogs, etc.)
    Slide Share (PowerPoint)
    WildFireBuddyMedia (Contests $$)
    Yelp Reviews (Yelp)
    Contact Me (Form)
    Email, Ecommerce, Appointment Scheduling, Polls, Quizzes, FAQ, Live Chat, YouTube, Reviews, etc.
  • Facebook Contest TOS
    Terms of Service
    You can’t hold a contest without Facebook’s consent, and must use one of the approved apps
    http://www.facebook.com/help/?page=721#!/promotions_guidelines.php or look up “promotions” in help
    You cannot:  Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page,  uploading a photo, or posting a status update.
    You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.
    You cannot:  Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.
    You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.
    You cannot:  Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.
    You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.
    You cannot:  Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.
    You can: Instruct users to visit the third-party application to enter the promotion (as described in Section 2.3.2.1). Since users must have a Facebook account in order to access an application on the Facebook Platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one.
  • Facebook Review
    Profiles = People
    Pages = Everything else + some people
    Understand and respect privacy
    Research opportunity
    Edgerank
    Apps for your page
    Contests
    It’s not a numbers game- it’s an engagement game.
  • Lab Time
    Looking at Facebook&Sharingfinds on the Facebook Group