Facebook Speech for Mediabistro: Separating the personal from professional

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A speech given to professionals for Mediabistro on Tuesday, May 1st around Facebook: Separating the personal from the professional best practices and tactics by Social@Ogilvy Vice President Geoffrey Colon. Follow him @djgeoffe

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Facebook Speech for Mediabistro: Separating the personal from professional

  1. 1. Setting Boundaries: Separating the Personal & The Professional on Your Facebook Timeline and Brand Page Presented by Geoffrey Colon, Vice President of Social@Ogilvy
  2. 2. Overview• Why its important to divide personal and professional news on your social profiles• FTC rules on disclosure• Why your Facebook profile is your social graph and your brand page an interest graph – Privacy Settings
  3. 3. Overview• Best practices on when you promote professional news on your personal profile• Maxing out: when its time to defriend on your personal timeline to enhance your professional timeline• Branching out: why Facebook is good for some things but other social networks are better for others, Subscribe funictionality• Questions
  4. 4. Why Divide?• Privacy• Engagement• Opportunity• Relevance
  5. 5. Disclosure• It’s important to disclose at all times whenever you’re posting about client work on your personal page• If you don’t, you’re breaking FTC rules• Which could result in fines• And ultimately trouble for your client
  6. 6. Disclosure• Always disclose that you are mentioning a client with a disclaimer, with (cl) or with the word “client” in a status update
  7. 7. Social Graph (Personal) vs. Interest Graph (Brand)• • Unlimited “Likes” or Subscribers 5000 friends• • Professional Content Personal photos• • Synchronicity with applications Only friend people you know• • Potential to build advocates to Intimate and social content leverage for professional reasons • Professionally relevant content
  8. 8. Privacy Settings
  9. 9. Privacy Settings
  10. 10. Privacy Settings
  11. 11. Privacy Settings
  12. 12. Privacy Settings
  13. 13. Promoting Professional News on your Personal Profile
  14. 14. Maxing Out• Once you’re nearing 5000 friends on your personal profile, it may be time for a brand page.• Consider defriending people who you added early on and now realize you have no real connection• Only friend people you know. It’s ultimately what Facebook is set up for in terms of using your personal profile to the maximum benefit of the platform
  15. 15. Branching Out• If you reach 5000 friends but do not want to start a brand page, allow SUBSCRIBERS. This allows anyone to follow your posts. If you allow subscribers, you should be cautious about what you post, since strangers can see your content.• If you want to post personal content, open a Twitter feed where interactions between strangers seeing your tweets is commonplace.
  16. 16. Subscribe Functionality• The Subscribe functionality… • Allows your status updates and posts to be followed by anyone on Facebook • Is used heavily by celebrities and thought leaders • Opens Facebook up to “Twitter-like” functionality with more visual enhancement
  17. 17. Subscribe Functionality• You can find people to subscribe to via the following…
  18. 18. Subscribe Functionality• You can find people to subscribe to via the following…
  19. 19. Subscribe Functionality
  20. 20. Subscribe Functionality
  21. 21. Personal Profile vs. Brand Page vs. Subscribe FunctionalityPersonal Profile Brand Page Subscriber Functionality5,000 friends max Unlimited fans/likes max Unlimited subscribers max to your personal profile status updatesTimeline functionality Timeline functionality Timeline functionality and subscribers receive your status updates in their news feedLinking to open graph Linking to open graph N/Aapps apps
  22. 22. Two Distinct Properties still Equals One Distinct BrandThere is a rule that you are still one brand in the worldof Facebook, “You, Inc.” no matter how manyproperties you have on Facebook. Remember this priorto posting the following:•Defamation against other clients, agencies,companies, or people•Photos you wouldn’t want your parents to see•Material that you might later regret a potentialemployer seeing
  23. 23. Two Distinct Properties Equal One Distinct Brand•If a post contains opinions of your own, make sure tonote this via (this opinion is my own and not that of myemployer) following the update or state on your profilethat “opinions are my own.”•Act like an expert in whatever you do, whether it’sphotography, writing, sports, social media orphilosophy
  24. 24. Do Employers have a Right to my Password?NO. Even Facebook is suing companies asking potentialemployees for passwords. If a potential employee asks, politelydecline and say you’ll ACCEPT a friend request from theminstead or log into your profile for them to see in real time. Youcan also politely decline as many states are banning the practice(Maryland just passed a law). If the HR rep does accept yourfriend request, you can then defriend them after they havereviewed your profile or in 24 hours. You are not even requiredto do this but it’s more in line with Facebook T&C’s.Read more on this at:http://finance.yahoo.com/news/job-seekers-getting-asked-facebook-
  25. 25. Questions? Thank You! Geoffrey Colon Vice President, Social@OgilvyFacebook: facebook.com/geoffrey.colon or facebook.com/socialogilvy

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