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Facebook Tutorial

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Facebook tutorial created by Chris Sietsema of Teach to Fish Digital in May 2010.

Facebook tutorial created by Chris Sietsema of Teach to Fish Digital in May 2010.

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    Facebook Tutorial Facebook Tutorial Document Transcript

    •   What  is  Facebook?   One  of  the  most  popular  websites  in  the  world,  Facebook  is  the  preferred  social  media   network  of  millions.    Over  460,000,000  people  have  created  Facebook  profiles,  and  people   spend  over  500  billion  minutes  per  month  on  Facebook  connecting  with  friends,  sharing   information  (web  links,  news  stories,  photo  albums,  notes,  etc.)  and  interacting  with  their   favorite  companies,  brands  and  personalities.    Facebook  users  can  send  messages  to  one   another  and  provide  their  friends  with  “status  updates”  or  short  posts  about  what  they  are   doing,  thinking,  feeling,  reading,  etc.  Initially  created  as  a  network  for  college  students,   today  Facebook  welcomes  anyone  over  the  age  of  13  with  a  valid  email  address.     Demographics   While  many  view  Facebook  as  a  site  that  caters  specifically  to  young  adults,  the  highest   growth  rate  among  Facebook  users  is  with  the  55+  age  range.     Age  Distribution  (United  States)   35,000,000   30,000,000   25,000,000   20,000,000   15,000,000   10,000,000   5,000,000   0   13-­‐17   18-­‐24   25-­‐34   35-­‐54   55+   Jan  2009   Jan  2010       Nearly  56%  of  Facebook  users   are  female.    Users  can  also   Gender  Distribution  (United  States)   indicate  relationship  status,   family  connections,  education   level,  employer(s),  and  other   pertinent  interests  such  as   music,  books,  movies,  television   and  activities.    Visibility  to  these   54,270,540   attributes  can  be  controlled  by   the  individual  with  privacy   68,488,260   settings.    Advertisers  can  select   specific  demographics  and   Male   interests  when  purchasing   Facebook  advertising.       Female   1     ©  2010  Teach  to  Fish  Digital,  LLC  
    •   About  70%  of  Facebook  users  are  outside  the  United  States.    More  than  70  translations  are   available  on  the  site.       Global  Audience   200,000,000   180,000,000   125,097,300   160,000,000   176,161,100   140,000,000   120,000,000   100,000,000   25,909,280   24,583,860   80,000,000   22,176,640   18,701,820   16,859,560   15,247,240   13,903,460   11,792,360   10,489,480   60,000,000   40,000,000   20,000,000   0       How  to  Create  a  Facebook  Profile   Creating  a  Facebook  account   takes  seconds.    All  that  are   required  include  first  name,  last   name,  email  address,  account   passwords  and  date  of  birth.     Once  this  information  has  been   provided,  Facebook  will  invite   you  to  find  friends  based  on   contacts  you  already  have  via   your  existing  email  account.    You   can  also  list  your  high  school,   college/university  and  current   employer  so  that  Facebook  can   match  you  up  with  others  from   your  alma  mater  and  workplace.     Finally,  upload  a  picture  to   initiate  your  profile.    Each  step   after  the  initial  name,  email  and  date  of  birth  can  be  skipped  and  modified  later.     2     ©  2010  Teach  to  Fish  Digital,  LLC  
    •   Facebook  Home  Page  /  Wall   Once  your  account  is  created  and   confirmed  at  the  email  address  provided,   you  are  redirected  to  your  Home  page   (also  known  as  your  Wall).    Here  is  where   you  can  view  content  from  friends  and  the   companies/communities  you  like.    To   start,  your  Home  page  will  provide  basic   information  to  get  started  in  building  your   profile.     In  addition  to  1)  helping  you  find  friends   from  your  email  address  contacts,   Facebook  provides  detailed  information   about:     2)  filling  out  your  profile  information   including  interests  and  preferences  so  that   your  friends  can  learn  more  about  you,       3)  activating  your  mobile  phone  to  send   and  receive  updates  from  Facebook,   4)  finding  people  you  may  know  by   searching  by  name  or  email  address,  and     5)  controlling  the  information  that  is  shared  by  adjusting  your  privacy  settings.     On  the  left-­‐hand  side  of  your  Wall  you  will  find  a   number  of  links.    These  are  native  to  every  Home   page  and  can  be  edited  based  on  personal  preference.     1. News  Feed  –  a  listing  of  status  updates  and  recent   information  from  your  friends  and  the   pages/groups  you  like.   2. Messages  –  Direct  messages  sent  to  you  from   others  on  Facebook  (most  often  your  friends).     Messages  cannot  be  viewed  by  anyone  else  on   Facebook  and  are  similar  in  format  and  privacy  to   an  email  message.   3. Events  –  A  list  of  events  which  you  plan  to  attend   or  those  to  which  you  have  been  invited.     Facebook  users  can  create  events  and  invite  their   friends  to  attend.      Keep  track  of  birthdays  and   special  occasions,  and  access  a  record  of  past   events  with  this  feature.   4. Photos  –  A  collection  of  photo  albums  and  videos   posted  by  you  or  your  friends.    Here  you  have  the  ability  to  upload  new  photos  or  video   3     ©  2010  Teach  to  Fish  Digital,  LLC  
    •   to  Facebook  and  share  with  friends.   5. Friends  –  A  record  of  your  current  friends  list  with  recommendations  on  how  to  find   more  based  on  your  friends’  connections.   6. Applications  –  A  listing  of  available  applications  and  utilities  on  Facebook  that  you  can   use  to  simply  pass  the  time  or  accomplish  important  tasks.    Sample  applications  include   horoscopes,  family  tree  tools,  quizzes  and  popular  Facebook  games  like  Mafia  Wars  and   Farmville.  Applications  are  organized  by  category  and  by  clicking  on  a  specific   application,  you  can  learn  more  about  how  to  interact  with  it.     7. Games  –  Similar  to  the  games  available  under  the  applications  link,  Facebook  provides  a   number  of  word  games,  card  games,  arcade  games  and  puzzles.    Facebook  users  can   play  games  online  and  then  share  and  compare  results  with  friends.   8. Groups  –  These  are  collections  of  people  on  Facebook  who  have  common  interests  in  a   certain  topic,  place  or  activity.    For  example,  there  are  groups  that  support  political   parties,  professional  sports  teams,  and  various  causes.    Groups  allow  people  to  post   thoughts  and  comments,  upload  relevant  photos  and  videos  and  share  in  a  discussion   about  a  specific  interest  similar  to  a  forum  or  online  message  board.   9. Notes  –  When  you  or  your  friends  want  to  share  a  viewpoint,  personal  story  or  review   with  each  other  in  a  format  similar  to  a  post  or  short  article,  you  can  create  a  note.     Notes  provide  ample  room  to  offer  greater  detail  than  is  allowed  in  a  typical  status   update.    Notes  are  shared  with  friends  and  others  can  comment  on  a  note  that  has  been   created  just  like  a  blog  post.   10. Links  –  When  Facebook  users  create  a  status  update,  they  have  the  ability  to  attach  a   photo/video  or  reference  an  event,  cause  or  web  link  (see  below).    The  links  page   provides  a  collection  of  all  the  recent  status  updates  from  you  and  your  friends  that   have  included  links.         4     ©  2010  Teach  to  Fish  Digital,  LLC  
    •   More  on  the  News  Feed   Facebook  users  have  the  option  of  viewing  status  updates  from  friends  and   pages/communities  they  like  in  one  of  two  ways:       A. Top  News  –  Top  news  is  a  collection  of  status  updates  from  your  friends  that  are   arranged  based  on  your  level  over  interaction  with  those  specific  individuals.     Facebook  has  created  an  algorithm  that  measures  your  unique  behaviors  (likes,   comments)  in  relation  to  your  friends  on  Facebook  or  the  pages  and  communities   you  like.    If  you  tend  to  comment  or  like  a  specific  person’s  status  updates  more  than   some  of  your  other  friends,  that  person’s  updates  are  more  likely  to  show  up  in  your   Top  News  feed.    Those  friends  and  pages  with  which  you  do  not  interact  regularly   are  less  likely  to  appear  in  your  Top  News  feed.   B. Most  Recent  –  This  is  simply  a  chronological  list  of  updates  from  your  friends  and   the  pages  you  like.    Updates  appear  as  they  are  posted.         Privacy  Settings   At  any  time,  Facebook  users  can  update  “Privacy  Settings”  by  selecting  the  “Account”  tab  in   the  upper  right-­‐hand  corner  on  Facebook.       Only  name,  profile  picture,   networks  and  gender  must  be   visible  to  everyone. Here  are  a   few  key  attributes  of  the   Facebook  Privacy  Settings.   1. Basic  information:  Update   name,  profile  picture  and   networks.   2. Sharing  on  Facebook:   Controls  for  what   information  is  shared  with   friends,  friends  of  friends   and  everyone  else.    The   option  to  customize  these   settings  is  available.   3. Applications  &  Websites:  Adjust  the  information  that  is  shared  about  you  on  applications   and  third  party  websites.    Users  can  opt  out  of  sharing  information  outside  of  Facebook   (e.g.  pages  you  like,  articles  you  share,  content  you  recommend) with  a  single  click.     4. Block  Lists:  Select  individuals  with  whom  you  would  like  no  interaction  on  Facebook.     Once  someone  is  added  to  your  block  list,  that  person  cannot  see  any  of  your   information.     5     ©  2010  Teach  to  Fish  Digital,  LLC  
    •   Status  Update  Anatomy   The  following  update  was  made  by  a  Facebook  page  owner.    This  is  how  it  appears  in  the   news  feed.    Status  updates  from  individual  profiles  are  very  similar.         1. Profile/Page  Image   2. Profile/Page  Name   3. Post  Text   4. Web  Link  Image  –  When  posting  web  links,  images  from  those  web  pages  referenced  in   the  link  can  be  selected  and  shown  in  the  status  update   5. Web  Link  Title  &  Description  –  Photos,  videos,  events,  etc  can  also  be  posted  as  part  of  a   status  update   6. Post  Time  Stamp   7. Social  Links  –  Choose  to  like,  comment  and/or  share  the  status  update   8. Like  Tally  –  Includes  link  option  to  view  all  those  who  liked   9. Comment  Tally  –  Includes  link  option  to  view  all  comments   10. Sample  Comments   11. Comment  Field  –  An  area  to  submit  your  own  comment  for  this  status  update         6     ©  2010  Teach  to  Fish  Digital,  LLC  
    •   Facebook  Groups  &  Causes   Groups  and  Causes  represent  two  ways  to  share  information  about  specific  subject  matter   with  like-­‐minded  individuals.    In  both  instances,  conversations  and  discussions  take  place   apart  from  status  updates  and  Wall  posts.     Groups   Most  information  that  is  posted  on  Facebook  is  shared  with  one’s  friends  and  connections.     For  topical  updates,  questions,  discussion  and  debates  for  smaller  segments  of  the   Facebook  population,  there  are  Groups.  Facebook  Groups  allow  you  to  share  thoughts  and   ideas  with  people  often  outside  your  circle  of  friends  in  the  context  of  a  single  topic.     Primarily  centered  around  common  interests  such  as  knitting,  photography  or  tattoos,   several  Group  pages  exist  for  the  purpose  of  discussing  business  interests,  arts  and   entertainment  genres,  politics  or  unique  sports  and  recreation  activities.    Facebook  users   can  search  and  find  groups  according  to  their  interests,  join  groups  and  create  new  groups.     Causes   Facebook  Causes  provide  non-­‐profit  organizations  and  individuals  looking  to  raise   awareness  and  funds  for  an  issue  with  a  platform  to  educate  the  public,  garner  support  and   identify  potential  influencers.    There  are  hundreds  of  Causes  currently  on  Facebook  that   are  organized  into  categories  like  Animals,  Education,  Health,  Public  Advocacy,  etc.   Facebook  users  can  “Join”  a  cause  by  showing  support  and  sharing  information  with  their   friends.    Certain  causes  also  allow  for  donations  in  which  transactions  take  place  online     7     ©  2010  Teach  to  Fish  Digital,  LLC  
    •   Facebook  Pages   In  addition  to  personal  profiles,  businesses  owners  and  managers  can  create  Facebook   pages.    Pages  are  designated  for  businesses,  organizations,  brands,  products,  artists  and   public  figures.    They  allow  companies  and  brands  to  communicate  and  share  information   back  and  forth  with  customers  and  fans.    Many  page  administrators  share  information  on   Facebook  pages  such  as  news  announcements,  event  invitations,  special  discounts  or   coupons  and  company-­‐specific  photos  and  video.     Prior  to  mid-­‐April  of  this  year,  individuals  could  “Become  a  Fan”  of  a  page.    Currently,   Facebook  users  can  “Like”  a  page  to  become  connected  with  it  and  receive  updates  from  the   Page  in  their  news  feeds.     There  are  two  kinds  of  Facebook  pages:  Official  Pages  and  Community  Pages.     Official  Pages  –  Created  by  representatives  of  a  business,  product  or  brand,  official  pages   are  available  to  corporate  entities,  artists  and  public  figures  with  notoriety.    Facebook  has   developed  the  “Official  Page”  title  because  at  one  time,  there  were  several  unofficial  pages   created  by  fans  that  would  take  on  a  mistaken  corporate  identity.         Community  Pages  –  Facebook  users  can  also  create  community  pages  to  support  a   particular  activity,  cause  or  ideal.    Community  pages  can  be  created  manually  be  Facebook   users,  but  others  are  created  as  an  aggregator  of  conversation  about  a  specific  topic.     Facebook  users  can  “Like”  these  pages  and  participate  in  discussion.         To  explain  the  difference  further,  “Sony  Playstation”  has  an  official  page.      Meanwhile,  there   is  a  community  page  for  “playing  Playstation”  in  which  different  games,  relevant  content   and  the  simple  act  of  “playing   Playstation”  are  discussed.    When   a  Facebook  user  likes  the  official   page,  page  updates  like  the  one  on   the  right  will  show  up  in  her  news   feed.    If  that  same  user  likes  the   community  page,  that  activity  will   appear  in  her  “likes  and  interests”   in  her  public  profile  (see  below).           8     ©  2010  Teach  to  Fish  Digital,  LLC  
    •   To  create  a  Facebook  page,  go  to  http://www.facebook.com/pages/create.php.           Customizing  Your  Page   After  choosing  which  kind  of  page  to  create,  you  can  begin  customizing  your  page  with  a   logo,  information,  photos,  video,  links  and  custom  tabs  developed  with  Facebook’s  own   coding  language.         Primary  Image/Logo   Facebook  defaults  to  a  question  mark  as  your  page’s  first  picture.    To  change  this,  simply   hover  your  mouse  over  the  question  mark  and  a  “Change  Picture”  link  will  appear  (1).     When  you  click  that  link,  you  will  be  given  the  option  to  upload  a  picture,  take  a  picture   with  a  webcam  if  available,  or  choose  a  picture  from  an  album  (2).      Select  the  option  that   works  best  for  your  page.         Page  Description  &  Info   Once  you  have  selected  and/or  uploaded  your  page  image  or  logo,  you  can  add  some   additional  information  about  your  page.    There  are  several  areas  to  do  so.    The  first  are  the   page  desicription  and  info  tab.    The  page  description  is  simply  a  short,  one-­‐line  note  about   9     ©  2010  Teach  to  Fish  Digital,  LLC  
    •   your  page  and  what  it  is  about.      The  info  table  allows  for  greater  detail  such  as  address,   telephone  number,  hours  of  operation,  website  link,  and  parking  instructions.    As  the  page   administrator  you  can  choose  to  fill  in  as  much  or  as  little  of  this  information  as  you  deem   necessary.           General  Settings   Other  general  page  settings  can  be   adjusted  on  the  Wall  tab.    Here  you  can   select  the  “Settings”  (1)  and  determine   how  posts  should  be  presented  on  your   page’s  main  Wall.    You  have  the  option   of  showing  just  posts  from  you,  or  posts   from  you  and  fans  of  the  page.         Select  the  large  plus  sign  to  the  right  of   all  the  tabs  (2)  on  your  page  to  include   more  available  tabs.    You  can  add  tabs   for  events,  photos,  video,  links,  notes,   discussion  or  custom  tabs  with   promotional  content.         Edit  Page   To  customize  your  page  further,  add  new  page  administrators,   designate  placement  of  custom  page  content  and  find  new  page   applications,  select  the  “Edit  Page”  option  under  your  page’s  picture.     This  page  will  serve  as  a  dashboard  for  you  and  other  page   administrators  where  you  can  access  detailed  settings,  page  insights   or  usage  statistics,  additional  Like  button  code  for  your  website  and   important  links  for  page  guidelines  and  helpful  instruction.   10     ©  2010  Teach  to  Fish  Digital,  LLC  
    •   Promoting  Your  Page   Several  organizations  have  utilized  a  Facebook  page  to  provide  customer  service,  gain   valuable  audience  research  and  generate  a  positive  return  on  investment.    To  do  the  same,   your  page  must  have  a  loyal  following.    There  are  three  primary  ways  to  promote  a  page:   suggest  it  to  friends,  use  social  plugins  or  create  a  Facebook  advertising  campaign.       Suggest  to  Friends  –  Page  administrators  and  connections  alike   can  suggest  a  page  to  friends.    Simply  click  the  “Suggest  to   Friends”  link  below  the  company  or  product  logo.    A  window  will   appear  that  will  allow  you  to  select  the  friends  to  which  you   would  like  to  suggest  the  page.    Each  friend  selected  will  receive   a  message  encouraging  them  to  Like  the  page.     Social  Plugins  –  Facebook  has  developed  a  number  of  social   utilities  that  can  be  placed  on  websites  other  than  Facebook.com.     You  can  view  an  entire  list  of  available  social  buttons  from   Facebook  at  http://developers.facebook.com/plugins.  Like   buttons,  Like  boxes  and  recommendations  can  be  placed  on  your  site.    Each  of  these  plugins   is  personalized  to  the  individual  visitor.    When  people  click  on  or  interact  with  these   plugins,  they  automatically  update  their  own  status  and  their  friends  can  view  their  activity   from  Facebook.    The  Like  button  alone  can  be  positioned  next  to  a  product  for  sale  online,  a   news  article,  a  photo  gallery,  an  online  video,  etc.     Advertising  –  Facebook’s  primary  revenue  source  is   advertising.    Thousands  of  companies  pay  per  click  or  on  a   per  impression  basis  to  show  their  ads  to  a  targeted   audience.   • Ads  include  a  headline,  text  description,  image  and  a   web  link.    That  link  can  go  to  another  website  or  the   advertiser’s  Facebook  page.   • Advertisers  can  target  by  location,  demographics   (age,  gender,  language),  education  level,  workplaces,   and  specific  interests/likes.       • Advertisers  can  also  choose  to  target  those  who   already  like  their  Facebook  page,  those  who  do  not   and  those  who  are  friends  of  people  who  like  the   page.   • Ads  can  be  purchased  on  a  cost  per  click  or  CPM  basis.     Average  cost  per  click  varies  between  40¢  and  $3.00  depending  upon  the   competitive  nature  of  the  advertisement  and  target  audience.      Advertisers  can  set  a   daily  budget  to  control  click  costs.   • Facebook  provides  metrics  on  how  many  impressions,  clicks  and  actions  (new  likes)   each  ad  produces  in  a  campaign  as  well  as  related  costs.    Campaign  creative  (text   and  images)  can  be  edited  at  any  time  to  improve  performance.   11     ©  2010  Teach  to  Fish  Digital,  LLC