Building Communities of Interest with Social Media: Using Facebook


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Brownbag Lectures: Building Communities of Interest with Social Media: Using Facebook

Illinois State Museum Research & Collections Center

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Building Communities of Interest with Social Media: Using Facebook

  1. 1. Munindra Khaund
  2. 2. Agenda <ul><li>Facts and Figures </li></ul><ul><li>Using Facebook </li></ul><ul><li>Guidelines </li></ul>
  3. 4. Facebook Statistics* <ul><li>More than 350 million active users </li></ul><ul><li>More than 2.5 billion photos uploaded to the site each month </li></ul><ul><li>More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week </li></ul><ul><li>More than 3.5 million events created each month </li></ul><ul><li>* Facebook Statistics </li></ul>
  4. 5. Adults and Social Networks* <ul><li>35% of American adults have a profile in a social network </li></ul><ul><ul><li>65% of American teens use a social network </li></ul></ul><ul><li>89% use their online profiles to keep up with friends </li></ul><ul><li>57% use their profile to make plans with friends </li></ul><ul><li>49% use them to make new friends </li></ul><ul><li>* Adults and Social Network Websites, Pew Internet and American Life Project </li></ul>
  5. 6. Charitable Organizations <ul><li>89% of charitable organizations using at least one form of social media </li></ul><ul><li>79% of charities using either social networking or video blogging </li></ul><ul><li>81% responded that social media is “somewhat important” for the future </li></ul><ul><li>45% responded that social media is very important to fund raising </li></ul><ul><li>Still Setting the Pace in Social Media: The First Longitudinal Study of Usage by the Largest US Charities, Center for Research Marketing </li></ul>
  6. 7. Activities Performed* Activities performed while using social networking sites [PDF]
  7. 9. Facebook: In Plain Language <ul><li>Profile </li></ul><ul><li>Group </li></ul><ul><li>Pages </li></ul><ul><li>Friends  News Feeds* ≠ Commerce </li></ul><ul><li>Members  News Feeds* ≠ Commerce </li></ul><ul><li>Fans  News Feeds* = Commerce </li></ul>5000 5000 Unlimited *Status updates, direct message, photos, videos, notes Facebook Facebook Content
  8. 10. Facebook: Pages and Groups <ul><li>Indexed </li></ul><ul><li>Add applications </li></ul><ul><li>Review statistics </li></ul><ul><li>Administration invisible </li></ul><ul><li>Updates are not the same as messaging members in a Group </li></ul><ul><li>Message entire Group </li></ul><ul><li>Control enrollment </li></ul><ul><li>Administration visible </li></ul><ul><li>Only visible to members* </li></ul><ul><li>Cannot add applications </li></ul><ul><li>Cannot review statistics </li></ul>Pages Groups *Group membership setting
  9. 11. Facebook Pages: Building a Community <ul><li>Post and send updates </li></ul><ul><ul><li>Status updates </li></ul></ul><ul><li>Post events </li></ul><ul><ul><li>Upcoming events </li></ul></ul><ul><li>Add images and videos </li></ul><ul><ul><li>From events </li></ul></ul><ul><li>Advertise </li></ul><ul><ul><li>Social ads </li></ul></ul><ul><li>Add applications </li></ul><ul><ul><li>FBML , Causes </li></ul></ul>
  10. 12. Facebook Pages: Planning Your Outreach
  11. 13. Facebook Pages: Engaging the Audience <ul><li>Photos and videos </li></ul><ul><li>Interactions </li></ul><ul><ul><li>Rules of engagement </li></ul></ul><ul><li>Status Updates </li></ul><ul><li>Admins </li></ul><ul><li>Events </li></ul><ul><li>Insights </li></ul><ul><li>Badge, Fan Box </li></ul>Facebook: Static FBML Facebook: Causes Facebook: Widgets Facebook: Username Facebook: Advertising Facebook: Promoting
  12. 14. Facebook: Ads <ul><li>Business or brand - to promote a product or service </li></ul><ul><li>100% branded by the advertiser </li></ul><ul><li>Link to a page, application, or external website </li></ul>
  13. 15. Facebook: Do Numbers Matter?
  14. 17. Facebook: Guidelines <ul><li>Branding </li></ul><ul><li>Updating content </li></ul><ul><li>Use photos, videos, links </li></ul><ul><li>Use Apps correctly </li></ul><ul><li>Encourage interaction </li></ul><ul><li>Put something in the basket </li></ul><ul><li>Connect and integrate: Flickr, Twitter, YouTube </li></ul><ul><li>Why should I become a Fan? </li></ul>
  15. 18. What Social Media Can’t Do? <ul><li>Substitute marketing strategy </li></ul><ul><li>Succeed without top management buy-in </li></ul><ul><li>Be viewed as a short-term project </li></ul><ul><li>Produce meaningful, measurable results quickly </li></ul><ul><li>Be done by “kids” who “understand social innately” </li></ul><ul><li>Ten Things Social Media Can’t Do: A Healthy Reminder for Setting Expectation. B.L. Ochman </li></ul>
  16. 19. Points to Ponder <ul><li>“ You have zero privacy anyway. Get over it.” Scott McNealy, 1999 </li></ul>Organizational structures will be disrupted. Deal with it.
  17. 20. Engagement Guidelines
  18. 21. Conclusion <ul><li>It’s about the donors </li></ul><ul><li>Being loyal to donors </li></ul><ul><li>Remember the power of a photograph </li></ul><ul><li>Engage and connect online </li></ul><ul><li>Ask your “friends” to ‘enlist friends’ </li></ul><ul><li>Establish guidelines and have a plan </li></ul>