This document summarizes strategies for maximizing your presence on Facebook. It discusses using Facebook profiles for personal use and pages for organizations. It provides tips for growing your Facebook fan base such as inviting email subscribers and running contests. It also discusses using groups, events, and causes to engage members and raise visibility or donations. Finally, it covers targeting and designing Facebook ads to promote your page.

1. The Nitty Gritty, Part Two: Maximizing Your Facebook Presence Presented by David Dombrosky Carnegie Mellon’s Center for Arts Management and Technology September 29, 2010

2. Facebook is a social networking website intended to connect friends, family, and business associates. It is the largest of the networking sites.

3. Facebook Traffic

4. Facebook Demographics The "index" shows how an individual site's audience compares to the internet population as a whole. For example, an index of 100 indicates a site's audience is equivalent to the demographic make-up of the total internet population. Any increase over 100 means that the property is "over indexed" and attracts a more concentrated group of a particular demographic group than in the general internet population.

5. The World of Facebook Profiles are for People Get a Page, Get Some Fans Use Groups for Controlled Membership Use Events to Generate Attendance Causes: Donations or Visibility? The Growing Power of Ads

6. Facebook – Profiles are for People

7. Facebook – Pages are for Organizations (and Artists)

8. Add a badge to your web site or blog. Use Page Insights to learn about your fans.

9. Tips for Increasing Your FacebookFanbase Invite Your Email Subscribers Add to Your Email Signature Block Get Fans to Tag Photos Load Videos and Embed on Your Site Run a Contest Get Fans to Join Via Text (send “like yourpagename” without the quotes to 32665) Use Print Media Display at Your Venue or Performances Autograph Posts on Other Walls and Fan Pages Use the Share Button Place FacebookAds Be Responsive

10. Find Your Superfans Attention. When someone “likes” a Facebook Page, they are usually expressing their affinity for a product, brand, organization, individual or whatever or whomever is represented on the Page. But do they pay attention? At its most basic, it is watching out for or noticing the status updates from a page in one’s newsfeed. Participation. Taking attention to the next level, a good fan responds to your status updates. They not only noticed but felt compelled to react in some way, usually with a “like” on the update or (better yet) with a comment. Interaction. Taking attention and participation even further, a good fan not only responds to your updates but comments on other fans’ comments.

11. Find Your Superfans Leadership. There are some fans who rise to the top as organic leaders of the community that forms on a Facebook Page, most commonly on its Wall, but sometimes within Discussions. These are fans to watch closely and to consider rewarding over time. Loyalty. Once a fan is attentive, participates, interacts and start to take the lead in conversations, you are witnessing a powerful form of loyalty to you. They are going beyond simply being interested in the goods or services you are offering, but are willing to spend time and energy in the social space you’ve created to align themselves with you. Evangelism. Once you move past simple attention, your fans can easily become evangelists for you. What are you doing (in a transparent, generous and respectful manner) every step of the way to encourage this behavior? What are you doing that is worthy of sharing?

12. Facebook – Use Groups to Control Membership

13. Facebook – Use Events to Increase Attendance

14. Facebook – Causes Raise Visibility and $

15. Facebook Advertising Allows you to target your ads by various criteria. You can either pay for impressions or pay for clicks.

16. Designing the Ad

17. Targeting the Audience

18. Pricing and Scheduling

19. David Dombrosky daviddom@cmu.edu www.twitter.com/DDombrosky Technology in the Arts www.technologyinthearts.org info@technologyinthearts.org www.twitter.com/TechInTheArts Center for Arts Management & Technology http://camt.artsnet.org