Chapter8a McHaney 2nd edition


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Chapter8a McHaney 2nd edition

  1. 1. Chapter 8: Big Social Media: Facebook and LinkedIn Part A Web 2.0 and Social Media for Business Roger McHaney, Kansas State University
  2. 2. Big Social Media Two high impact social media Web sites for business are Facebook and LinkedIn. Coupled with Twitter, these three represent a high impact minimum that all organizations need to incorporate into their planning. 2
  3. 3. 3 Social networking is the „what‟ and social media is the „how‟. In other words, social media are tools that facilitate social networking Social Networking vs. Social Media For instance, LinkedIn is social media. Social networking takes place in LinkedIn each time people form connections, exchange information, share, or discuss. Twitter is social media and each Tweet represents the act of social networking. Social media makes social networking easier.
  4. 4. 4 Goddard (2012) states that “[s]ocial networks are made up of peers seeking and giving advice to make better decisions. Advanced social networking science can even tell us which people give out the most advice in the network and have the most influence. These people are called opinion leaders.” Opinion Leaders
  5. 5. Social Media Social media, a recent arrival on the scene, has provided a new set of tools to make social networks easier to create, join, manage and use. Social media includes blogs, online videos, social news, social bookmarking and much more. 5
  6. 6. Facebook Facebook is the social media giant. June, 2012, Facebook had more than 955 million active users and accounted for 1 out of every 5 page views on the World Wide Web. Over 100 billion social networking connections exist within Facebook. Businesses cannot overlook this global communication channel. 6
  7. 7. Business on Facebook Developing a business presence on Facebook is a must. Many people view Facebook as a primary method for communicating with family and close friends. Business connections, advertisements, and intrusive messages may not be welcome. Businesses need to carefully plan their interactions in ways that respect typical Facebook use. Not all people prefer to avoid commercial contact on Facebook. On any given day, millions of Likes are given to business pages and business content is viewed, downloaded, and commented upon. 7
  8. 8. Facebook Profiles Profiles are the basic structure in Facebook and are intended for individual use. Some businesses have created profiles, but this practice violates the terms of service agreement with Facebook. Profiles are intended to represent a person‟s identity.
  9. 9. Facebook Page for RAM Trucks Facebook is structured into profiles, pages and groups. These structures give different levels of interaction and have been used in varying degrees by businesses and individuals.
  10. 10. Elements of a Facebook Page
  11. 11. Facebook‟s Page Recommendations Facebook recommends that businesses use pages to develop rapport with customers. Regular posts help foster relationships and stimulate an active online community. A consistent voice and authentic, original information can encourage people to interact with the business.
  12. 12. Page Items to Build a Community New Content: Photos, videos, menus, sneak peeks, new product information and event announcements. Questions: Stimulate customers to provide feedback and opinions about products and services. Events: Information about new product launches, anniversaries, promotions, in-store events and sales. Stories: Posts that provide stories about products, successes, or other customers.
  13. 13. Facebook Business Support Provides ability to manage a page from an administrative panel. Business owner can track activity, respond to comments, and view page statistics. Facebook locates page statistics or metrics on its Page Insight Dashboard. Business can learn the identity of its visitors, the day of the week most visitors come to the page, the frequency of comments and which posts generate the most interest.
  14. 14. More Features of Pages Pages do not accumulate friends. Instead, people become fans. People don‟t have to be logged into Facebook to view a business page. Each page is indexed by Google and other search engines and will be listed when searches are conducted. Profiles are limited to 500 friends but business pages can have an unlimited number of fans (for instance, pop star Michael Jackson‟s Facebook page has almost 50 million likes). Pages can be promoted with sidebar ads on Facebook, customized tabs with coupons and other items (e.g. maps, videos, et cetera), or discussions with fans.
  15. 15. Facebook Page for Bookboon
  16. 16. Facebook Business Information Page
  17. 17. Facebook Groups • Groups are intended to allow a subset of people to interact and share information. • Groups are a private space that can be configured in various ways. • Groups can be secret and visible only to members. • A secret group could be used for company employees or a set of business associates. • Closed groups can be seen by everyone and everyone will be able to see the membership list. However, the content is only open to members. • Open groups can be seen by anyone; membership is open and all content can be seen by the public. • Groups are intended for use with profiles but can be used in some business settings
  18. 18. Facebook Group Page
  19. 19. Building a Facebook Page • First, a user will need to have a Facebook profile. • Connection between a user‟s profile and business page is not public information. • No blending of personal and business information occurs unless the account owner posts it in both places. • User may have unlimited numbers of Facebook pages and each page may have an unlimited number of fans. • Pages can be developed to target specific posts by location and language. • Additional administrators can be added to Facebook pages to help with posting content and other activities.
  20. 20. Directory of Pages Facebook‟s directory of pages is a great starting point for business page ideas.
  21. 21. Mara Smith‟s Approach to Building a Business Facebook Page 1) Determine the page objective (e.g. brand awareness, developing a contact list, driving traffic to a corporate Web site, developing a sense of community, or gathering ideas for new products). 2) Devise design strategy (decisions regarding the type of media, posts, and other material). 3) Content strategy determined (deciding whether photos, videos, posts, updates, events, and links should be used and in what mix). 4) Promote page both inside of Facebook, across the Web and in the real world (variety of methods can be used including widgets, Facebook ads, linked blog entries, Twitter, and printer media). 5) Engagement and retention actions. Resources required to enable monitoring and moderation. 6) Convert fans into long-term, loyal customers. Wait until fan base is approximately 500-1,000 strong. Generally involves coupons, discounts, special events, or other incentives to give fans a call to action.
  22. 22. Lists in Facebook Lists define what people can and cannot see by adjusting privacy settings. It is possible to create custom lists for common groups of friends. For example, a teacher might have family, personal, student, and colleague lists. By assigning friends to a specific list, privacy settings can be manipulated to only allow certain material to be accessible by individuals on a particular list.
  23. 23. Creating Friend Lists
  24. 24. Screening Content from All but Family in Facebook
  25. 25. Example of Making Content Visible to a List (Family) and Specific Friend (Patricia Walker)
  26. 26. Link to instructions about using lists:
  27. 27. Facebook Policy Using Facebook for business requires functional organization and a consistent approach. It is important to assign the responsibility for Facebook or any social media updates to the correct entity within a company. This means social media used to communicate with those outside an organization is best served by a media specialist or someone from a marketing or customer service background. Internal use of social media may come from human resources or various departmental managers.
  28. 28. Facebook Policy A good approach is to set up a social media team and use that entity to manage content, updates, approaches, and provide a general philosophy. A team might comprise functional managers, media specialists, marketing specialists, copy writers, and technology people. Ultimately, a particular person should be in charge of the effort. Social media implementation requires resources, a thoughtful and consistent approach, and a team dedicated to long-term results. Building an audience of fans will not occur overnight.
  29. 29. End of Chapter 8 Part A Web 2.0 and Social Media for Business
  30. 30. Slide Media from: 4416 S. Technology Dr Sioux Falls, SD 57106 Slides Prepared by Professor Roger McHaney Kansas State University Twitter: @mchaney Blog: Email :