Facebook and Google+:
Different Platforms, Different Strategies
Stephanie Hatch Leishman

Social Media and Email Marketing S...
Objectives
After this session, you should be able to understand:
!

• Key differences between Facebook and Google+ pages
•...
In this session
Content
!

Connections
!

Features

Name
Cover image
Profile images
Mobile
Post visibility
Circles vs. Inte...
Content

Communication Production Services
Facebook

Communication Production Services
Google+

Communication Production Services
First impressions
What visitors see
when they arrive at
your page
!

Facebook
!

Google+
Cover image

The cover image
on Google+ reveals
itself as you scroll
upward.
Name
Full name works on Facebook.

On Google+, long names will be cut off.
Name

HGSE’s solution to this problem:
include the full name in the Google+ cover image.
Name

Facebook has a character limit on names,
so MIT LIDS spells out their full name in the cover image.
Facebook mobile app
• The profile image appears on the
lower left of the cover image on a
desktop, and in the Facebook
mobi...
Google+ mobile app
• The profile image appears on the
lower left of the cover image on a
desktop, but in the Google+
mobile...
Cover images
• Facebook cover images should be right- or center-focused.

Communication Production Services
Cover images
• A cover image that is right-focused will look good on both
desktop and mobile displays.

Communication Prod...
Cover images
• Google+ cover images should be versatile so they make sense
with a profile image on the lower left corner or...
Cover images
• Google cover images should be versatile so they make sense
with a profile image on the lower left corner or ...
Profile images
• Your Facebook profile image should look good in a square.
!

• Your Google+ profile image should look good i...
Profile images
Here’s what happens when you don’t optimize your profile image
for Google+:

Communication Production Service...
First impressions on mobile
Facebook
!

• Mobile app: description, reviews or vital stats, photos, posts
• Mobile browser:...
First impressions on mobile
This means you need to focus on:
!

• About (Facebook) and Story (Google+) sections
• Photos

...
Post visibility
Google+
!

• Once a user “circles” your Google+ page, it can show up in
Google searches when users are log...
Visibility in searches
Google search: “Laurie Santos”
Private search on

Private search off

I circled Yale on Google+, so...
Post visibility
Facebook
!

• Due to Facebook’s newsfeed algorithm, your Facebook Page
post visibility is affected by affin...
Post visibility
For Facebook, this means:
!

• Timing matters, but not too much. Posts decay after ~3 hours,
according to ...
Post visibility
For Google+, this means:
!

• Timing matters. Posts decay and are not bumped by affinity
or weight values.
...
Post targeting
Facebook allows you to target your
Google+ allows you to target
posts according to gender, age,
to your own...
Post targeting

Communication Production Services
Post targeting

You can see every individual who
liked your post and can add each
person to a Circle. This is useful for
t...
Images and albums on Facebook
To view your photos, people click on the Photos tab.

Communication Production Services
Images and albums on Facebook
Visitors will arrive at recent photos first, but can choose albums.

Communication Production...
Images and albums on Facebook
When they click on “albums,” they will see:

Communication Production Services
Images and albums on Facebook
When visitors click on an album, they will see square thumbnails
of the images.

Communicati...
Images and albums on Google+
On Google+, visitors can click on “Photos” in the menu.

Communication Production Services
Images and albums on Google+
After clicking on “Photos,” visitors will see your albums first.

Communication Production Ser...
Images and albums on Google+
Within an album, images are displayed in a mosaic. Images aren’t
cropped to the square as in ...
Images and albums on Google+
Images within albums are displayed differently depending on their
orientation and dimensions....
Images and albums
Google+
!

•
•
•
•

Put all photos into albums. Give albums interesting names.
Add new albums often.
Kee...
GIFs
Google+
YES.
!

Facebook
NO.
!

So, if you’re on Google+, use animated GIFs!!!
!

Read: http://mashable.com/2013/08/2...
How people and pages connect

Communication Production Services
How users connect with pages:
Circles vs. Interests
Facebook
!

• You can create lists for personal contacts.
• Pages can ...
Google+: Circles

Communication Production Services
Facebook: Interests

Communication Production Services
How users connect with pages:
Users can add Facebook Pages to Interests without “liking” them.
In Google+, users can “+1” ...
How people connect with people
Facebook
!

• Primarily connects people with their friends
!

Google+
!

• Primarily connec...
How people connect with people
Facebook
• Connect directly with people you know
• Subscribe to public updates from notable...
How people and pages connect
Facebook
• Person to person: mutual
• Person to notable person: one-way or 

can be mutual up...
How pages connect with people
On Google+, you can
see every individual who
likes your page.

Communication Production Serv...
Features

Communication Production Services
Beyond mere content
On Google+, virtual and real merge into one experience.
Google+ features that turn social “media” into...
Hangouts

Communication Production Services
Hangouts on Air
Hangouts on Air are
recorded and can be
viewed by the public
on YouTube after the
event.

Communication Pr...
YouTube and Google+

YouTube is integrated into the Google+ experience.
It appears as a tab on your page.
Communication Pr...
YouTube and Google+
Soon, you will
need a Google+
profile to
comment on
YouTube videos,
finally giving
visibility to the
mos...
Takeaways
Content, the way people and pages connect, and
features available on pages are different experiences
on Google+ ...
Thank you
Stephanie Hatch Leishman
!

email hatch_s@mit.edu
blog connect.mit.edu/ideas
connect with me: about.me/stephanie...
Upcoming SlideShare
Loading in …5
×

Facebook and Google+: Different Platforms, Different Strategies

1,230 views

Published on

What is the difference between Facebook and Google+?

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,230
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Facebook and Google+: Different Platforms, Different Strategies

  1. 1. Facebook and Google+: Different Platforms, Different Strategies Stephanie Hatch Leishman
 Social Media and Email Marketing Specialist
 MIT Communication Production Services ! November 6, 2013 ! Twitter: @hatchsteph Slideshare: hatchsteph about.me/stephaniehatch ! Discuss and share on Twitter: #MITCPS Communication Production Services
  2. 2. Objectives After this session, you should be able to understand: ! • Key differences between Facebook and Google+ pages • How to use Google+ more effectively for your department Communication Production Services
  3. 3. In this session Content ! Connections ! Features Name Cover image Profile images Mobile Post visibility Circles vs. Interests How people connect Images and albums GIFs Beyond content Communication Production Services
  4. 4. Content Communication Production Services
  5. 5. Facebook Communication Production Services
  6. 6. Google+ Communication Production Services
  7. 7. First impressions What visitors see when they arrive at your page ! Facebook ! Google+
  8. 8. Cover image The cover image on Google+ reveals itself as you scroll upward.
  9. 9. Name Full name works on Facebook. On Google+, long names will be cut off.
  10. 10. Name HGSE’s solution to this problem: include the full name in the Google+ cover image.
  11. 11. Name Facebook has a character limit on names, so MIT LIDS spells out their full name in the cover image.
  12. 12. Facebook mobile app • The profile image appears on the lower left of the cover image on a desktop, and in the Facebook mobile app the profile images is still located to the left, but it covers more than a third of the cover image. Communication Production Services
  13. 13. Google+ mobile app • The profile image appears on the lower left of the cover image on a desktop, but in the Google+ mobile app it appears at the bottom center. Communication Production Services
  14. 14. Cover images • Facebook cover images should be right- or center-focused. Communication Production Services
  15. 15. Cover images • A cover image that is right-focused will look good on both desktop and mobile displays. Communication Production Services
  16. 16. Cover images • Google+ cover images should be versatile so they make sense with a profile image on the lower left corner or in the lower center, and when cropped to show the bottom section of the image. ! Communication Production Services
  17. 17. Cover images • Google cover images should be versatile so they make sense with a profile image on the lower left corner or in the lower center, and when cropped to show the bottom section of the image. ! Communication Production Services
  18. 18. Profile images • Your Facebook profile image should look good in a square. ! • Your Google+ profile image should look good in a circle. Avoid lettering or logos that go to the corners of your square logo; consider extending the background color of the logo enough to center the entire logo in a circle. ! Communication Production Services
  19. 19. Profile images Here’s what happens when you don’t optimize your profile image for Google+: Communication Production Services
  20. 20. First impressions on mobile Facebook ! • Mobile app: description, reviews or vital stats, photos, posts • Mobile browser: description, reviews or vital stats, photos posted by the page, posts ! Google+ ! • Mobile app: posts • Mobile browser: story Communication Production Services
  21. 21. First impressions on mobile This means you need to focus on: ! • About (Facebook) and Story (Google+) sections • Photos Communication Production Services
  22. 22. Post visibility Google+ ! • Once a user “circles” your Google+ page, it can show up in Google searches when users are logged in to their Google (Gmail, Youtube, Drive, etc.) accounts. • A person could follow your Google+ page and never engage with or visit your page again, but your posts have the potential to show up in their Google searches. • Posts with more +1s have a better possibility of showing up in searches. • Google+ does not apply an algorithm to the home feed. Communication Production Services
  23. 23. Visibility in searches Google search: “Laurie Santos” Private search on Private search off I circled Yale on Google+, so its post showed up in my Google search results. Communication Production Services
  24. 24. Post visibility Facebook ! • Due to Facebook’s newsfeed algorithm, your Facebook Page post visibility is affected by affinity, weight, and recency. Communication Production Services
  25. 25. Post visibility For Facebook, this means: ! • Timing matters, but not too much. Posts decay after ~3 hours, according to edgerankchecker.com. However, “Story Bumping” is an organic ranking factor that overrides time decay if the weight is high enough, so you don’t miss “that really important post.” • Engagement on your post matters. Posts with more likes, comments, and shares are more likely to be seen. • Friends of friends matter. Users with more friends who also like your Page are users who are more likely to see your post. • Frequency matters a lot. Facebook’s Last Actor Signal increases the value of the story if your page was one of the user’s 50 most recent interactions. Communication Production Services
  26. 26. Post visibility For Google+, this means: ! • Timing matters. Posts decay and are not bumped by affinity or weight values. • Getting into users’ Circles matters. Once you’re in, you’re in. You have just as much chance as anyone else in their Circles at getting your posts seen. • +1s matter. +1 is to Google+ as post likes are to Facebook. Posts with more +1s are more likely to be seen in Google searches. • Keywords matter. Your post can be more likely to show up in Google searches for certain topics. Communication Production Services
  27. 27. Post targeting Facebook allows you to target your Google+ allows you to target posts according to gender, age, to your own Circles. location, language, etc. Communication Production Services
  28. 28. Post targeting Communication Production Services
  29. 29. Post targeting You can see every individual who liked your post and can add each person to a Circle. This is useful for targeting future posts. Communication Production Services
  30. 30. Images and albums on Facebook To view your photos, people click on the Photos tab. Communication Production Services
  31. 31. Images and albums on Facebook Visitors will arrive at recent photos first, but can choose albums. Communication Production Services
  32. 32. Images and albums on Facebook When they click on “albums,” they will see: Communication Production Services
  33. 33. Images and albums on Facebook When visitors click on an album, they will see square thumbnails of the images. Communication Production Services
  34. 34. Images and albums on Google+ On Google+, visitors can click on “Photos” in the menu. Communication Production Services
  35. 35. Images and albums on Google+ After clicking on “Photos,” visitors will see your albums first. Communication Production Services
  36. 36. Images and albums on Google+ Within an album, images are displayed in a mosaic. Images aren’t cropped to the square as in Facebook. Communication Production Services
  37. 37. Images and albums on Google+ Images within albums are displayed differently depending on their orientation and dimensions. Communication Production Services
  38. 38. Images and albums Google+ ! • • • • Put all photos into albums. Give albums interesting names. Add new albums often. Keep album names to 18 characters or less. Landscape photos do best. ! Facebook ! • Post images often to your Page. Keep your photo stream active. • Keep album names to 24 characters or less. • Square photos do best. Communication Production Services
  39. 39. GIFs Google+ YES. ! Facebook NO. ! So, if you’re on Google+, use animated GIFs!!! ! Read: http://mashable.com/2013/08/29/facebook-does-notsupport-gifs/ Communication Production Services
  40. 40. How people and pages connect Communication Production Services
  41. 41. How users connect with pages: Circles vs. Interests Facebook ! • You can create lists for personal contacts. • Pages can be categorized into “Interests.” ! Google+ ! • Both pages and people can be categorized in Circles. Communication Production Services
  42. 42. Google+: Circles Communication Production Services
  43. 43. Facebook: Interests Communication Production Services
  44. 44. How users connect with pages: Users can add Facebook Pages to Interests without “liking” them. In Google+, users can “+1” a page without “circling” it. ! Facebook: • Interests = categorize without getting updates in the news feed (must go to Interests to see updates) • Page like = subscribe to updates ! Google+: • Circles = categorize and subscribe to updates in the home feed • +1 = endorse page, but stay completely unconnected Communication Production Services
  45. 45. How people connect with people Facebook ! • Primarily connects people with their friends ! Google+ ! • Primarily connects people with friends and with others who share similar interests Communication Production Services
  46. 46. How people connect with people Facebook • Connect directly with people you know • Subscribe to public updates from notable people • Discover and connect with strangers with similar interests through groups ! Google+ • Connect directly with people you know • Connect directly with strangers with similar interests • Discover and connect with strangers with similar interests through communities Communication Production Services
  47. 47. How people and pages connect Facebook • Person to person: mutual • Person to notable person: one-way or 
 can be mutual up to 5,000 • Person to page: one-way ! Google+ • Person to person: one-way or mutual • Person to famous person: one-way or mutual • Person to page: one-way or mutual 
 In Google+, any user or page can “circle” any user or page. Communication Production Services
  48. 48. How pages connect with people On Google+, you can see every individual who likes your page. Communication Production Services
  49. 49. Features Communication Production Services
  50. 50. Beyond mere content On Google+, virtual and real merge into one experience. Google+ features that turn social “media” into social “life”: ! • Hangouts • Hangouts on Air (live and recorded) • YouTube integration (Google+ commenting) Communication Production Services
  51. 51. Hangouts Communication Production Services
  52. 52. Hangouts on Air Hangouts on Air are recorded and can be viewed by the public on YouTube after the event. Communication Production Services
  53. 53. YouTube and Google+ YouTube is integrated into the Google+ experience. It appears as a tab on your page. Communication Production Services
  54. 54. YouTube and Google+ Soon, you will need a Google+ profile to comment on YouTube videos, finally giving visibility to the most relevant comments. Communication Production Services
  55. 55. Takeaways Content, the way people and pages connect, and features available on pages are different experiences on Google+ and on Facebook. ! Take advantage of these differences, and you could optimize the way you use your pages! Communication Production Services
  56. 56. Thank you Stephanie Hatch Leishman ! email hatch_s@mit.edu blog connect.mit.edu/ideas connect with me: about.me/stephaniehatch Communication Production Services

×