Intro To Social Media Day 2 09 11 V2


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Modified version of the Day 2 presentation showing only Facebook. Facebook takes an entire class.

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Intro To Social Media Day 2 09 11 V2

  1. 1. By Chris Kieff<br />@ckieff<br />Intro to Social Media Day 2<br />
  2. 2. Agenda<br />2<br />In depth social media platform review:<br />Facebook<br />
  3. 3. Facebook In Depth<br />Privacy<br />Groups<br />Pages <br />Likes<br />Advertising<br />Research<br />Applications<br />Best Practices<br />3<br />
  4. 4. Facebook Profile Privacy<br />Messages always stay at the privacy level of the message originator<br />The Question: Who Started the Thread?<br />Assuming: You and Them have changed privacy settings from Everyone (default) to messages visible to Friends Only. (Vs. Friends of Friends)<br />Message Visibility:<br />Me starts- visible to both You and Them, and My other Friends. If You or Them respond to this message visibility remains unchanged.<br />You starts- visible to Me not Them, and You’s other Friends.<br />Them starts- visible to Me not You, and Them’s other Friends.<br /><br />You <br />Me<br />Them<br />
  5. 5. Facebook Page Privacy<br />Pages are public.<br />Everything anyone writes on your business page is public unless you change it<br />Exception- Facebook’s moderation rules<br />You mark a message as spam<br />You can disable users ability to write on your wall- but why?<br />You can set your page to display only messages from you<br />However, other messages are still there users just need to click to see them. And they’re in their Newsfeed.<br />Your Page<br />Them<br />
  6. 6. Facebook Pages<br />Recommended for every business<br />Free and easy<br />Don’t set and forget<br />Send blog and post regular updates<br />Make it look professional<br />Always respond to any comment<br />You get email notifications up to 10,000 fans<br />Remove spam comments, get rich quick, work from home<br />Monitor with Hootsuite, TweetDeck, Co-Tweet, Sprinklr etc.<br />Also Known As: “Fan Pages” <br />Install Google Analytics<br /><br />
  7. 7. Facebook Groups<br />New Groups<br />Open- anyone can read everything<br />Closed- anyone can see members but not content<br />Secret- can’t see members or content or know of it’s existence<br />Uses for Groups<br />Horizontal or Vertical communications<br />Non-Friend connections<br />Customer groups (?!)<br />Trade Groups (legal issues)<br />Limitations- about 250 people max (recommended no real limit). Remember email is defaulted on!<br />Old Lists- personal groups<br />
  8. 8. Facebook “Likes”<br />Over 1 MM sites with “Like” buttons<br />People who click on “Like” buttons click 5.3X more links and have 310 Friends (vs 130)<br />Using faces on the like button increases CTR 5-10X<br />
  9. 9. Facebook Advertising<br />Advertising on Facebook is NOT a social media tactic<br />Excellent demographic targeting<br />Very similar to Google and other online advertising- auction, CPM, CPC…<br />Except- don’t run multiple simultaneous ads because they will compete, not rotate (diff from Google.)<br />Use images, best performance is for links on Facebook.<br />Test different ads to find the best performing<br />Use Google Analytics to track- FB reports are poor.<br />
  10. 10. Facebook Research<br />Use the Facebook Advertising System<br />Conduct demographic research to better know your target demo in a geography. (understanding the Facebook skew)<br />You don’t need to run ads to do research<br />
  11. 11. Facebook Edgerank<br />Edgerank is how Facebook decides if your updates make it to “TOP NEWS”<br />Each Edge has three components important to Facebook’s algorithm:<br />Affinity Score: between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, an old acquaintance you haven’t spoken to in years.<br />Weight: A comment probably has more importance than a Like, for example. <br />Time. The older an Edge is, the less important it becomes.<br />
  12. 12. FacebookApps for Business<br />Top 75 Apps for Enhancing Your Facebook Page<br />Woobox (Static iFrame, Coupons, Sweepstakes…)<br />Involver (Free Apps, Twitter, etc.)<br />North Social (Excellent Apps)<br />Networked Blogs (Free Blog Sharing)<br />RSS Graffiti (RSS Feed display multiple Blogs, etc.)<br />Slide Share (PowerPoint)<br />WildFireBuddyMedia (Contests $$)<br />Yelp Reviews (Yelp)<br />Contact Me (Form)<br />Email, Ecommerce, Appointment Scheduling, Polls, Quizzes, FAQ, Live Chat, YouTube, Reviews, etc.<br />
  13. 13. Facebook Contest TOS<br />Terms of Service<br />You can’t hold a contest without Facebook’s consent, and must use one of the approved apps<br />!/promotions_guidelines.php or look up “promotions” in help<br />You cannot:  Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page,  uploading a photo, or posting a status update.<br />You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.<br />You cannot:  Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.<br />You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.<br />You cannot:  Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.<br />You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.<br />You cannot:  Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.<br />You can: Instruct users to visit the third-party application to enter the promotion (as described in Section Since users must have a Facebook account in order to access an application on the Facebook Platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one.<br />
  14. 14. Facebook Review<br />Profiles = People<br />Pages = Everything else + some people<br />Understand and respect privacy<br />Research opportunity<br />Edgerank<br />Apps for your page<br />Contests<br />It’s not a numbers game- it’s an engagement game.<br />
  15. 15. Lab Time<br />Looking at Facebook&Sharingfinds on the Facebook Group<br />