This document discusses maturing your use of Facebook. It begins by explaining the difference between a profile, page, and group on Facebook. It then provides tips for setting up your page and creating engaging content through posts, reviews, feedback, and discussions to build trust and reciprocity with your audience. The goal is to design engagement strategies that provide the highest return on engagement through activities like contributing, participating, and creating original content about your organization.

1. MATURING YOUR
FACEBOOK USE
November 6, 2012

2. TODAY’S PLAN
• Why Facebook
• Profile vs. Page vs Group
• Setting It Up
• All About Content
• Marketing Your Page
• Measuring Your Work
• Your Questions

4. Traditional Mindset: Hub & Spokes

6. Design engagement for highest ROE
Engage Contribute Participate Create
Create a
Create a
Post
Post Become a
Become a
Visit
Visit video,
video,
reviews
reviews fan
fan
Watch
Watch message,
message,
Give
Give Friend
Friend
Download
Download tweet,
tweet,
feedback
feedback Follow
Follow
Read
Read blog post,
blog post,
Vote
Vote Join
Join
Play
Play etc. about
etc. about
Contribute
Contribute Discuss
Discuss
org/comp
org/comp
ideas
ideas
any
any
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

7. ROE is fan engagement and trust
Engage Contribute Participate Create
Create a
Create a
Post
Post Become a
Become a
Visit
Visit video,
video,
reviews
reviews fan
fan
Watch
Watch
Give
TRUST
Friend
Friend
message,
message,
Download Give tweet,
Download tweet,
feedback
feedback Follow
Follow
Read
Read blog post
blog post
Vote
Vote Join
Join
Play
Play product
product
Contribute RECIPROCITY
Contribute Discuss
Discuss
about the
about the
ideas
ideas company
company

8. MATURING YOUR
FACEBOOK USE
November 6, 2012