EURAXESS Conference in Dubrovnik, April 2013: Workshop Marketing Strategies and Social Media

1. Facebook ABC
Anna Mossolova

2. A glimpse into the FB “history”...
9 years ago — an ordinary
student of Harvard
Today — a world-famous
billionaire

3. Incredibly rapid success!
◦ In February 2004, thefacebook.com was launched
◦ March 2004, it expanded to Stanford, Columbia, and Yale;
later in 2004, most universities in Canada and the United
State joined Facebook
◦ In September 2005, Facebook launched a high-school
version
◦ Later in 2005 expanded membership eligibility to
employees of several companies, incl. Apple and
Microsoft; and already by 2007, the Facebook had
100,000 business pages
◦ In September 2006, Facebook was opened to everyone of
age 13

4. Facebook today
◦ Today, FB is the second most popular website in the world;
◦ if it were a country it would be ranked third in the world (after
India and China);
◦ there are more Facebook users than cars;
◦ each of 901 million monthly users has around 370 friends,
interacts with 130 of them, and is connected to 80 pages,
groups and/or events;
◦ according to Facebook statistics, 50% of active users log in
every day and spend in average 55 minutes on Facebook.
◦ every single minute 510,000 posted comments, 293,000
status updates, and 136,000 uploaded photos appear on FB!

5. What’s so special about it?
1. FB is omnipresent nowadays
2. Thanks to heavy user engagement, FB is extremely
powerful tool of content dissemination (ca 8000
pieces of content is shared every second!)
3. FB is really user-friendly social media
4. FB allows you to combine personal and corporative
5. FB is meaningful: it is a part of your eReputation

6. Facebook Group vs Page
FB Groups are the place for
small group communication
around a common cause, issue
or activity (analogous to real life
clubs).
Group can be publicly available
for anyone to join, require
administrator’s approval to join
or be private (by invitation only).
Members of a group can upload
pictures, start discussions, post
updates, etc. New posts by a
group are included in the News
Feeds of its members.
FB Pages enable organisations
to create their public presence
on Facebook. It is much like a
FB individual profile, but of a
brand or business.
Pages are visible to everyone on
the Internet by default. Everyone
can connect with these Pages,
i.e “become a fan”.
By becoming a fan of any page,
you will receive its updates in
your own News Feed.

7. What can you do with your FB page?
Post and repost
news/links/etc.

8. What can you do with your FB page?
Share videos

9. What can you do with your FB page?
Upload and share photos

10. What can you do with your FB page?
You can even answer certain
researchers’ queries in your messages:

11. What can you do with your FB page?
And what is the
most important—
create events,
polls, and other
engaging
campaigns!

12. Just on example of engagement

13. Why to use FB as a Page?
1. Stay in touch with your target-group;
2. Facilitate a more personal connection with your
audience;
3. Increase awareness of your organisation/services;
4. Increased traffic to your website!
5. Improve insights about your target groups (e.g. collect
feedback, positive and negative comments, etc);
6. Be able to monitor or initiate conversations about the
organisation;

14. The lifespan of your posts
FB post gets half of its reach in the first 30 minutes
after publishing

15. What happens with your post?
What is “reach”?
The number of people who saw your page post; reach can be
organic (fans), viral (friends of fans) or paid (advertised).
What is “story”?
When people like your page or like, comment, or share one of
your posts, a story is created in their feeds sharing their activity
with their friends (the word-of-mouth effect).
story:reach=?
Virality! The ratio between stories created around one post and
the number of reach that this post has.

16. Remember “Virality on Facebook” slide?
◦ The percentage of
people who have
created a story from
your Page post out of
the total number of
unique people who
have seen it
Median virality of the Facebook page
post (sample of 10.000 pages)

17. Guess, how many people saw this FB post?

18. Real numbers shown by FB insights

19. FB users consistently underestimate the audience size
for their posts, guessing that their audience is just 27%
of its true size.
The lack of feedback says little about the actual
number of people your post has reached!
Do not underestimate the power of Facebook!

20. How many EURAXESS FB project do we have?
+ some recently launched page (e.g. Croatian, Greek)

21. Let’s make this list longer!
www.facebook.com/pages/create

22. Further: professional social networks