Chapter 8: Big Social Media: Facebook and LinkedIn Part A
Web 2.0 and Social
Media for Business
Roger McHaney, Kansas State University
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.
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
information, share, or discuss.
Twitter is social media and each
Tweet represents the act of
social networking. Social media
makes social networking easier.
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
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,
and much more.
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
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.
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.
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
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.
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
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.
More Features of Pages
Pages do not accumulate friends. Instead, people become
People don‟t have to be logged into Facebook to view a
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.
• 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
• 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
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
• 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
• Additional administrators can be added to Facebook pages to
help with posting content and other activities.
Directory of Pages
pages is a
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
3) Content strategy determined (deciding whether
photos, videos, posts, updates, events, and links should be used and in
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
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
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.
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.
Chapter 8 Part A
Web 2.0 and Social
Media for Business
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Slides Prepared by Professor Roger McHaney
Kansas State University
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