(c) 2007 Facebook, Inc. or its licensors.  "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
Facebook and Government 101


Adam Conner
Facebook, Associate Manger, Privacy and Public Policy
Why Facebook?
Facebook Mission:
Give people the power to share and
make the world more open and
connected.
Support The Campaign for
Breast Cancer Research
2,034,363 members — $40,334 donated
Support The Campaign for
Breast Cancer Research
2,034,363 members — $40,334 donated



6 of your Friends Joined the group
...
Support The Campaign for
Breast Cancer Research
2,034,363 members — $40,334 donated




6 of your Friends Joined the group...
Support The Campaign for
Breast Cancer Research
2,034,363 members — $40,334 donated




6 of your Friends Joined the group...
Facebook Scale
Rapid                                 #1 Daily                                          #1 in Time Spent   ...
Most engaging home page on the
   Internet

                                                                              ...
Demographic breakdown worldwide
                        Gender                                                            ...
The social marketing & information
  platform



Authentic                           Authentic
Informed                   ...
Facebook Basics
Profile vs. Pages
▪   Profiles for
    Individuals
▪   Pages for
    Organizations
▪   Similar looking
▪   Different
    opt...
Pages vs. Groups
▪   Look similar
▪   Groups are for users
▪   Example
    ▪   Boston Red Sox - Page
    ▪   1,000,000 Bos...
A Page for Every Agency
  Citizens want to Connect
Create A Page
▪   Facebook.com/Page
▪   Ensure that you have authority to
    create a page.
▪   For an agency (organizati...
Page Admins
▪   You do not “login” to a page,
    you login to your account
    which controls a page.
▪   All pages requi...
Page Admins Explained
                             Adam’s Profile
                    Profile

  Adam's
  Account:
  Login a...
Wall Tab
▪   An active wall looks like, a
    stream of information.
▪   The US Army posts articles,
    photos, and video...
Comments
▪   You can not turn off
    comments on posted items.
▪   Facebook does not work
    without comments.
▪   Wall ...
Comments
▪   You can not turn off
    comments on posted items.
▪   Facebook does not work
    without comments.
▪   Wall ...
Comments
▪   You can not turn off
    comments on posted items.
▪   Facebook does not work
    without comments.
▪   Wall ...
Deleting Comments and Banning Fans
▪   Ensure this complies with
    your posted comments
    policy.
▪   Admins can delet...
Directory Pages
▪   Social Media Directory -
    Navy
▪   Involver makes an “Other
    Pages” tab to list pages to
    dis...
Directory Pages
▪   Social Media Directory -
    Navy
▪   Involver makes an “Other
    Pages” tab to list pages to
    dis...
What Do These Two Have in Common?
What Do These Two Have in Common?
What Do These Two Have in Common?
The Difference? Content.
The Difference? Content.
The Difference? Content.
Delivering Your Message
▪   Think about how your content
    appears on Facebook
▪   Example: Importing from a blog
▪   On...
Insights
▪   See the new Facebook
    Insights at
    facebook.com/insights
▪   Facebook Insights
    measures user
    ex...
Coordinated Campaigns
Coordinated Campaigns
▪   Embed an email sign-up on
    your page.
Coordinated Campaigns
▪   Embed an email sign-up on
    your page.
▪   Email your list and ask them
    to become a fan.
Coordinated Campaigns
▪   Embed an email sign-up on
    your page.
▪   Email your list and ask them
    to become a fan.
Coordinated Campaigns
▪   Embed an email sign-up on
    your page.
▪   Email your list and ask them
    to become a fan.
▪...
Coordinated Campaigns
▪   Embed an email sign-up on
    your page.
▪   Email your list and ask them
    to become a fan.
▪...
Coordinated Campaigns
▪   Embed an email sign-up on
    your page.
▪   Email your list and ask them
    to become a fan.
▪...
Coordinated Campaigns
▪   Embed an email sign-up on
    your page.
▪   Email your list and ask them
    to become a fan.
▪...
Coordinated Campaigns
▪   Embed an email sign-up on
    your page.
▪   Email your list and ask them
    to become a fan.
▪...
Facebook Connect
▪   Login
    ▪   Can now require email
▪   Fan Box
    ▪   On your site.
    ▪   Become a fan off Facebo...
Facebook Plugins
▪   http://developers.facebook.com/plugins
Ads - Facebook.com/advertising
            Create
Ads - Facebook.com/advertising
        Target Connections
Facebook and Accessibility
▪   Facebook provides an audio
    captcha alternative to the
    written captcha, allowing a
 ...
Best Practices and FAQs
Concerns
▪   What if someone says something negative?
▪   Can I just turn off comments?
▪   We have a website, why Faceboo...
Checklist
▪   Setup a Facebook Page, Add Content to the Page, & Publish the
    Page
▪   Establish a system for regularly ...
Resources
▪   facebook.com/government
▪   facebook.com/congress
▪   facebook.com/nonprofits
▪   facebook.com/facebookpages
...
(c) 2007 Facebook, Inc. or its licensors.  "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
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Facebook 101: Non-Federal Government

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  • Here's an example: when we launched facebook platform, a few developers created an application which they called "causes", and it helps people to raise awareness and money for any philanthropic cause they like. People start off by creating a cause -- simple -- and then inviting a few of their friends to join their cause. Before this application existed, they may have tried to create a non-profit or actively recruit people to donate time or money, and this is way more efficient.
  • They just select the people out of their real friends that they want to invite to their cause, and done. Then, some of those people see the invite and join the cause, and this puts the cause in their profile -- in their mini-feed -- and it might even go into news feed for some of their friends, and then some of those people who see it may join, and it just continues going. And any time any of those people donate any money or engage with the cause in any way, that shows up in their mini-feed and their friends' news feeds as well.
  • And this is how we end up with these causes on facebook that have hundreds of thousands of members and are raising tens of thousands of dollars. By using the social graph to show relevant information about how your friends are engaging with causes, facebook is helping these causes spread virally.
  • This is such a powerful mechanism for applications to spread information.





  • It all starts with simple pages - profiles, like mine, that people populate and use to connect with friends and share information.


































  • Facebook 101: Non-Federal Government

    1. 1. (c) 2007 Facebook, Inc. or its licensors.  "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
    2. 2. Facebook and Government 101 Adam Conner Facebook, Associate Manger, Privacy and Public Policy
    3. 3. Why Facebook?
    4. 4. Facebook Mission: Give people the power to share and make the world more open and connected.
    5. 5. Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated
    6. 6. Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated 6 of your Friends Joined the group Support the Campaign For Breast Cancer 10:15am
    7. 7. Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated 6 of your Friends Joined the group Support the Campaign For Breast Cancer 10:15am
    8. 8. Support The Campaign for Breast Cancer Research 2,034,363 members — $40,334 donated 6 of your Friends Joined the group Support the Campaign For Breast Cancer 10:15am
    9. 9. Facebook Scale Rapid #1 Daily #1 in Time Spent #1 in User Loyalty Growth Reach Faceboo k 46% NPS Facebook Facebook 6hr 40% 7 50% 400M 24min 33% Google Google Yahoo 6 300M 4 Yaho 200M o 3 Googl e 100M 1 Yahoo 400M Worldwide 100M US 50% return daily 0% 0 0% 0M Source: CI Brand Study; US Source: Facebook Internal Feb 2010 Source: Compete.com, US 30 day active, Jan 2010 active users, Aug 09 Source: Nielsen, Dec 09
    10. 10. Most engaging home page on the Internet Daily 197 minutes 24 visits 54% daily Average minutes per user Average visits per user Active users log in (monthly) (monthly) (daily) Source: Worldwide comScore October 2009 & Facebook Internal Data, November 2009
    11. 11. Demographic breakdown worldwide Gender Age 14% Fastest growing demographic 27% 51% 49% 31% 28% male 13-17 18-24 female 25-34 35+ Source: Total. active audience Facebook internal data November 2009
    12. 12. The social marketing & information platform Authentic Authentic Informed Informed Connected Connected
    13. 13. Facebook Basics
    14. 14. Profile vs. Pages ▪ Profiles for Individuals ▪ Pages for Organizations ▪ Similar looking ▪ Different optimized features
    15. 15. Pages vs. Groups ▪ Look similar ▪ Groups are for users ▪ Example ▪ Boston Red Sox - Page ▪ 1,000,000 Boston Red Sox Fans - Group ▪ Some of your biggest supporters ▪ Grassroots ▪ Can’t control it ▪ Free Speech ▪ Not allow: ▪ Impersonations ▪ Threats of Violence
    16. 16. A Page for Every Agency Citizens want to Connect
    17. 17. Create A Page ▪ Facebook.com/Page ▪ Ensure that you have authority to create a page. ▪ For an agency (organization) select “Brand, Product, or “Organization” and “Government.” ▪ For an agency head, (person) select “Artist, Band, or Public Figure” and “Government Official.”
    18. 18. Page Admins ▪ You do not “login” to a page, you login to your account which controls a page. ▪ All pages require an admin. ▪ Best practice is for all pages to have multiple administrators. ▪ You can invite admins who are already on Facebook or via email. ▪ Admins are not public.
    19. 19. Page Admins Explained Adam’s Profile Profile Adam's Account: Login as Adam admin Page s admin s Bob’s Account: Login as Bob Bob’s Profile Profile
    20. 20. Wall Tab ▪ An active wall looks like, a stream of information. ▪ The US Army posts articles, photos, and videos. ▪ Distributed to their now almost 314,000 fans.
    21. 21. Comments ▪ You can not turn off comments on posted items. ▪ Facebook does not work without comments. ▪ Wall posts can be turned off. ▪ Encourage you to allow posts. ▪ Have a posted comments policy like the US Army. ▪ Third-Party monitoring software is available.
    22. 22. Comments ▪ You can not turn off comments on posted items. ▪ Facebook does not work without comments. ▪ Wall posts can be turned off. ▪ Encourage you to allow posts. ▪ Have a posted comments policy like the US Army. ▪ Third-Party monitoring software is available.
    23. 23. Comments ▪ You can not turn off comments on posted items. ▪ Facebook does not work without comments. ▪ Wall posts can be turned off. ▪ Encourage you to allow posts. ▪ Have a posted comments policy like the US Army. ▪ Third-Party monitoring software is available.
    24. 24. Deleting Comments and Banning Fans ▪ Ensure this complies with your posted comments policy. ▪ Admins can delete comments and ban troublesome fans. ▪ Click the “Delete” button to delete a post ▪ To Ban a Fan - Click the “Report” button to report the fan and check “Permanently ban this person from this Facebook Page.” ▪ Use only when necessary.
    25. 25. Directory Pages ▪ Social Media Directory - Navy ▪ Involver makes an “Other Pages” tab to list pages to display on your Facebook Page.
    26. 26. Directory Pages ▪ Social Media Directory - Navy ▪ Involver makes an “Other Pages” tab to list pages to display on your Facebook Page.
    27. 27. What Do These Two Have in Common?
    28. 28. What Do These Two Have in Common?
    29. 29. What Do These Two Have in Common?
    30. 30. The Difference? Content.
    31. 31. The Difference? Content.
    32. 32. The Difference? Content.
    33. 33. Delivering Your Message ▪ Think about how your content appears on Facebook ▪ Example: Importing from a blog ▪ One shot at delivering your message. ▪ Image, key message, headline, see more, etc.
    34. 34. Insights ▪ See the new Facebook Insights at facebook.com/insights ▪ Facebook Insights measures user exposure, actions, and behavior relating to your Social Ads and Facebook Page ▪ Insights is a free service ▪ Only Page admins can view this information ▪ Only authenticated
    35. 35. Coordinated Campaigns
    36. 36. Coordinated Campaigns ▪ Embed an email sign-up on your page.
    37. 37. Coordinated Campaigns ▪ Embed an email sign-up on your page. ▪ Email your list and ask them to become a fan.
    38. 38. Coordinated Campaigns ▪ Embed an email sign-up on your page. ▪ Email your list and ask them to become a fan.
    39. 39. Coordinated Campaigns ▪ Embed an email sign-up on your page. ▪ Email your list and ask them to become a fan. ▪ Place your URL on materials
    40. 40. Coordinated Campaigns ▪ Embed an email sign-up on your page. ▪ Email your list and ask them to become a fan. ▪ Place your URL on materials ▪ Rapid-Response
    41. 41. Coordinated Campaigns ▪ Embed an email sign-up on your page. ▪ Email your list and ask them to become a fan. ▪ Place your URL on materials ▪ Rapid-Response ▪ Applications
    42. 42. Coordinated Campaigns ▪ Embed an email sign-up on your page. ▪ Email your list and ask them to become a fan. ▪ Place your URL on materials ▪ Rapid-Response ▪ Applications ▪ Video Responses
    43. 43. Coordinated Campaigns ▪ Embed an email sign-up on your page. ▪ Email your list and ask them to become a fan. ▪ Place your URL on materials ▪ Rapid-Response ▪ Applications ▪ Video Responses
    44. 44. Facebook Connect ▪ Login ▪ Can now require email ▪ Fan Box ▪ On your site. ▪ Become a fan off Facebook. ▪ Livestream ▪ Events ▪ Question and Answers ▪ Build an application ▪ On and off Facebook
    45. 45. Facebook Plugins ▪ http://developers.facebook.com/plugins
    46. 46. Ads - Facebook.com/advertising Create
    47. 47. Ads - Facebook.com/advertising Target Connections
    48. 48. Facebook and Accessibility ▪ Facebook provides an audio captcha alternative to the written captcha, allowing a screen reading user to register with the site. ▪ Facebook provides an HTML only version of the site, our mobile version of the site is HTML (http://m.facebook.com). ▪ We do provide shortcuts on Facebook for keyboard-only users
    49. 49. Best Practices and FAQs
    50. 50. Concerns ▪ What if someone says something negative? ▪ Can I just turn off comments? ▪ We have a website, why Facebook? ▪ We don’t have time for this. ▪ Can’t we have a work profile, an organization profile, and my own profile? ▪ Archiving questions ▪ Disability Access
    51. 51. Checklist ▪ Setup a Facebook Page, Add Content to the Page, & Publish the Page ▪ Establish a system for regularly updating a Page ▪ Add a Comments policy ▪ Brief your boss/management on Facebook and ask them to contribute ▪ Buy Ads to Promote the Page ▪ Add a username to the Page ▪ Put a Fanbox on your Website ▪ Add your Facebook URL to everything ▪ Post Content via Mobile ▪ Make a video thanking your fans
    52. 52. Resources ▪ facebook.com/government ▪ facebook.com/congress ▪ facebook.com/nonprofits ▪ facebook.com/facebookpages ▪ facebook.com/help
    53. 53. (c) 2007 Facebook, Inc. or its licensors.  "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0

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