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 220.127.116.11). 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