Facebook anatomy basic course


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Presentation given by MedeMerkers to explain the different aspects of Facebook to non-users.

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Facebook anatomy basic course

  2. 2. <ul><li>Introduction: Facebook, Twitter & LinkedIn </li></ul><ul><li>Pages, profiles and groups </li></ul><ul><li>Status updates, links, photos, questions </li></ul><ul><li>‘ like‘ or ‘share’ </li></ul><ul><li>Fan gating: only visible for the fans! </li></ul><ul><li>Send messages (also for pages) </li></ul><ul><li>Overview </li></ul><ul><li>More info </li></ul>CONTENT PART 1
  3. 3. <ul><li>Facebook </li></ul>General structure of Facebook (simplified) profile person pages group applications documents messages like & share (and admin) updates, photos, ...
  4. 4. Facebook, Twitter and LinkedIn
  5. 5. Facebook <ul><li>4.100.000 Belgians (about as much as Dutchmen) </li></ul><ul><li>a communications platform (like email) </li></ul><ul><li>Not a medium (like television) </li></ul><ul><li>Posibilities: personal profile, fanpage, group, application, advertisement </li></ul>
  6. 6. Twitter <ul><li>150.000 Belgians (and a lot more Dutchmen) </li></ul><ul><li>Comparable to conversations in the bar or marketplace </li></ul><ul><li>Not the right place to spread your message </li></ul><ul><li>Possibilities: listen, get to know, learn, inspire, be discovered </li></ul>
  7. 7. LinkedIN <ul><li>840.000 Belgians </li></ul><ul><li>Professionals, looking for business contacts </li></ul><ul><li>Ideaal to get to know people within your sector </li></ul><ul><li>Possibilities: LinkedIn groups (from yourself or from others) </li></ul>
  8. 8. Pages, profiles and groups
  9. 9. Every user has a profile <ul><li>Here you can change your privacy settings </li></ul>
  10. 10. Status updates and things you share <ul><li>When friends click on your name they see your history </li></ul>
  11. 11. A group is a ‘secret place’ <ul><li>You can share document, make appointments: fuly private </li></ul>
  12. 12. A page is a ‘public place’ <ul><li>Pages are ideal for companies to communicate with their customers </li></ul>
  13. 13. You can choose who can add content <ul><li>When a fan places a messages, his/her friends will see it in their timelines: more attention for your page! </li></ul>
  14. 14. status updates, links, photos and questions
  15. 15. You can choose the privacy of your updates <ul><li>You can also create groups of friends to post messages that others can’t see </li></ul>
  16. 16. For pages: target your updates <ul><li>Instead of making a different page per country/language, you can also target the updates you post </li></ul>
  17. 17. In groups, you can not target messages <ul><li>In a group everyone is equal. Members can send messages to a group, which arrives as an email (standard) </li></ul>
  18. 18. Status updates make up 90% of Facebook <ul><li>They can be used by persons (profiles), groups and pages </li></ul>
  19. 19. Photos are interesting, since you can ‘tag’ them <ul><li>People can tag themselves in pictures, which brings the picture (from your page) under the attention of their friends </li></ul>
  20. 20. Be carefull as whom you post! <ul><li>Do you want to place a message in your own name, or as one of the pages you administer (also on other pages)? </li></ul>
  21. 21. In ‘edit page’ you can configure that your updates will always come from the page <ul><li>You no longer have to switch between ‘use facebook as a person’ and ‘use facebook as a page’ </li></ul>
  22. 22. A question is a mini-survey amongst your fans, friends or members <ul><li>The nicest feature? People can also forward this to their friends: more reactions! </li></ul>
  23. 23. ‘ like’and ‘share’
  24. 24. A ‘Like’ determines how interesting a particular message is. <ul><li>The more likes you get, the more the message will appear in the timeline of the friends of the fan. </li></ul>
  25. 25. A ‘share’ is much more powerfull than a ‘like’ <ul><li>With a share your fan is placing the picture or update directly on their own profile, just like when they would have posted the item themselves. had </li></ul>
  26. 26. fan gating
  27. 27. People are curious <ul><li>It is possible to restricted certain information to only be accessible for friends </li></ul>
  28. 28. Fans can have direct access to content <ul><li>To do this, you can install an application in a tab and have this assigned as the default landing tab (only for non-fans) </li></ul>
  29. 29. You can go even further: approval <ul><li>If you app wants to post on the wall of it’s fans or reach his list of friends, the fan first needs to give permission to the app </li></ul>Attention: make sure you have a gracefull fallback. A lot of people click on “do not allow”
  30. 30. Send messages
  31. 31. Facebook messages= the new email <ul><li>Don’t forget that you can also send messages to the fans of your page. Use this sensibly! (no spam) </li></ul>
  32. 32. Messagebox ‘other messages’ <ul><li>Unless you have already had a lot of interaction with a person, your message will end up in ‘other messages’. Point this out to a fan you want to contact or they will miss your message. </li></ul>
  33. 33. overview
  34. 34. <ul><li>Facebook </li></ul>General structure of Facebook (simplified) profile person pages group applications documents messages like & share (and admin) updates, photos, ...
  35. 35. <ul><li>Adding applications to your page </li></ul><ul><li>Tagging your page in pictures </li></ul><ul><li>Using Facebook Notes on a page </li></ul><ul><li>Integrate a blog </li></ul><ul><li>The (mis)use of an event </li></ul><ul><li>Using a personal profile as page creator </li></ul><ul><li>Using a personal profile as page buddy </li></ul><ul><li>Organize a contest / giveaway on a page </li></ul><ul><li>Advertise your page </li></ul><ul><li>Requests to share or like </li></ul><ul><li>Custom Facebook applications </li></ul>CONTENT PART 2
  36. 36. <ul><li>Applications can be for free, but serieus applications cost money. Facebook allows you to find all publicly available applications through the search tool (limit to apps by clicking ‘more’, then apps) </li></ul>Where to find applications
  37. 37. <ul><li>Use this page to see how well the application is functioning and how the developer is supporting the application. </li></ul>Applications have their own page
  38. 38. <ul><li>Applications also have a canvas (aka ‘home page’) where the user or administrator of a page can configure the application </li></ul>Applications canvas
  39. 39. <ul><li>The name of the tab can not be chosen by the page admin. The tab can also be installed as the landing page for non-fans (attention: not for all categories of pages) </li></ul>An application adds a tab
  40. 40. <ul><li>The difference is that these applications interact with the user on their canvas page and they don’t add a tab for pages. </li></ul>Applications for users are the same
  41. 41. <ul><li>This also holds true for apps on your page. Check what happens with the user experience when a user does this (they might not be aware that this app belongs to your page) </li></ul>Users can revoke app permissions
  42. 42. <ul><li>Helps to spread your page (and let users promote you) </li></ul>Tagging your page in pictures
  43. 43. <ul><li>Notes are the best/easiest way to publish long copy. Content in notes can be seen by Facebook (internal SEO) and users and pages can be tagged in it. </li></ul>Using Facebook notes on a page
  44. 44. <ul><li>Content can be syndicated automatically from an existing blog. Depending on the application, pictures can be included and layout can be customized. </li></ul>Integrate a blog
  45. 45. <ul><li>Pages can not send messages to all fans. Events can be used as a workaround: Pages can create events and invite their fans (this creates an email). Also, the admin can invite people for the event. </li></ul>The (mis)use of an event
  46. 46. <ul><li>To avoid issues in transfering ownership of a page (e.g. employee leaves the company) a page can be set up from a separate admin account. The account details can be shared with e.g. an agency. Also note that Facebook does not do any logging. </li></ul>Using a new profile as page creator
  47. 47. <ul><li>Users don’t see/notice the difference between a page and a profile. A virtual profile can be used as a ‘buddy’ account to a page to exchange messages with users. Risk: Facebook forbids this, so the account can be deleted (which is harmless). </li></ul>Using a new profile as page buddy
  48. 48. <ul><li>Reporting a non-person account can be done in 1 click. Reporting an imposter/bully requires you to validate your phone number. </li></ul>Reporte a fake account
  49. 49. <ul><li>Always respect the Facebook rules when organising a competition! Punishment= page suspension to page removal! Note: +10k/y advertisers get an account representative </li></ul>Organize a contest/giveaway <ul><li>Don’t use share, like, become a fan, tag or comment as a participation mechanism </li></ul><ul><li>Don’t mention Facebook (only the F-logo) </li></ul><ul><li>Don’t contact people / publish winners through Facebook </li></ul><ul><li>Don’t give alcohol, drugs, firearms, or tobacco as a price </li></ul><ul><li>Also allow participation without a Facebook account </li></ul>
  50. 50. <ul><li>Advertisements can be with your own copy or ‘sponsored stories’. CTR is important for publication frequency. </li></ul>Advertise your page
  51. 51. Target your advertisements
  52. 52. <ul><li>A ‘like’ button can not be built into a page. Only Facebook can place these buttons/links (reason: spam/clickjacking) Solution: point out to the user where the button is. </li></ul>Request to like your page
  53. 53. <ul><li>A ‘share’ button can be built into a page and into any website/email. Users receive a dialog that allows them to enter text before placing the message on their wall. Creates a stronger endorsement (but more user effort is needed) </li></ul>Request to share your page
  54. 54. <ul><li>Install the application ‘developer’ in your Facebook profile. From within this application, you can create your own applications. </li></ul>Create your own applications
  55. 55. More Info
  56. 56. www.MedeMerkers.be SOCIAL MEDIA SERVICES
  57. 57. Interested? <ul><li>MedeMerkers </li></ul><ul><li>Kardinaal Mercierplein 2 </li></ul><ul><li>2800 Mechelen </li></ul><ul><li>016/81.91.33 </li></ul><ul><li>[email_address] </li></ul><ul><li>twitter: @medemerkers </li></ul><ul><li>www.medemerkers.be </li></ul>