While Facebook’s application platform lets you build unique functionality for users of your page, you’re limited to the tools it provides, and the guidelines that accompany them. With many big companies are still trapped in a Web 1.0 mindset, ownership of the e-mail list is priority #1. You’re never going to get that with Facebook.
Module 3 of 5. Facebook
Social media and you
• Four pillars of engagement: Content,
Communications, Credibility, Community
• Choose the different types of social content that
plays to your strength: eg: newsy, humorous,
weekly thought leadership, customer support,
daily helpful tips, photoblog
• Choose your channel: Blog, Twitter, Facebook,
LinkedIn, Google+, YouTube, Mobile Apps
• Set guidelines to moderate comments and
manage negative feedback
• Use best practices of posting on social media
Best practices: Intel
• Turning followers into brand ambassadors
Source: Ekaterina Walter, Social Media Strategist, Intel
Avoid automated updates*
• Frequent automated status updates
makes your Page inhuman
• Facebook hides repeated updates in
“Show Similar Posts”
• Space out updates so you don’t clog up
your fans News Feeds – 3 to 5 posts/day
• Find a balance between “official” updates
and being human and spontaneous
* Exceptions: Long weekend or going on leave or reaching customers in different
time zones. Do not post every tweet to FB, instead use Selective Tweets app and
#fb to cross-post relevant tweets.
Encourage shares, @mentions,
show gratitude for sharing
• Use @<insert name of fan> to encourage
• Use of photos and videos gets a lot of traffic
Meet f2f: Offline engagement
• Organize tweetups,
blogger meets and
Facebook fan days
or “meet the social
• Invite fans for
Your target audience is already on Facebook. No additional
registration or profile to fill to participate.
1. Built-in audience
Setting up a Facebook Page is easy - it doesn’t require a
developer or approval from IT.
2. Rapid rollout
A Facebook Page is free, versus high costs of developing
a custom social networking site. But note: Experts,
custom apps, games, landing pages cost money.
3. Minimal costs
If you post something interesting, it will have a life of its
4. Viral Features
Facebook is aggressive in deleting spammers, rogue
accounts and inappropriate content. This minimizes issues
in managing your own community.
5. Minimal Hassle
Hosting photos/videos is a lot easier and tagging makes
those photos easy for friends to share
6. Multimedia features
Facebook, LinkedIn, Twitter and other social networks are
great ways to drive traffic to your flagship website, e-
commerce platform or other owned sites.
7. Referral engine
You can find new customers you would not have discovered
otherwise and review profiles to generate new leads.
You can engage with existing customers in new ways and
build longterm relationships for customer retention.
Friends’ recommendations of your promotions are better
received. Your giveaways, coupons, promos may trigger
call-to-actions and direct sales. It is easier to cross-promote
10. Targetted promos
You can do one-to-one customer support and redirect to
right personnel for resolution.
11. Customer support
Proactive correction of misinformation, errors, inaccuracies,
myths and responding quickly to negative comments may
avert a crisis.
12. Reputation mgt
Cons of Facebook
• Facebook may change: While Facebook is the current
“it” social network, traffic may flatten and its future is not
guaranteed. If users abandon Facebook, they’ll be
abandoning your company/brand page too.
• You’re Limited to Facebook’s Feature Set: If
Facebook decides to drop or add features that aren’t
popular, or imposes restrictions that kill your
community’s growth, you’re out of luck.
• No Data Ownership: You are limited by number of
invites to your page and applications.
• Your Competitors Can Do the Same Thing: There are
no barriers to entry for Facebook pages. They can copy
the popular apps you develop. They can join your group
without your knowledge.
Case study: CIMB on Facebook
Translation: Azmi: ‘That’s two months my salary was delayed because of technical issues with your
bank. CIMB – curse this bank!”
CIMB reply: Hi Azmi! Our apologies for the inconvenience caused. Please fill your details in the tab
CIMB Assists (http://bit.ly/CIMB_Assists) and we will have someone assists you.
for social media-
CIMB ad copy
“CIMB is looking for someone who wants
to spend all day on Facebook and get
paid for it. We want to bring our brand
closer to our customers and stakeholders
and are looking for people to help us do
so. If you believe that social media is the
next step in getting people to connect with
brands and if this is something you are
passionate about, then read on!”
Job: Asst Mgt/Exec-Social Media Team
• Location: The World Wide Web
• Create and execute social media
campaigns across the various
platforms that CIMB has
established communities in
(forums, Facebook, Twitter,
• Manage, monitor and engage in our
online community as well as
provide quantitative and qualitative
insights based on feedback from
• Formulate strategies for programs
on social media that will
complement CIMB's initiatives
• Assist in the development of social
media strategies as well as
community management and
implementation of social media
campaigns across the region
• Requirements: Bachelors
Degree in any field, at least 1-3
years working experience in any
• Facebook & Twitter savvy
with an intimate knowledge
on developments of the media
• Able to work and engage with
people easily and comfortably
• Understand and appreciate
the difference between LOL
• Please ensure that resumes are
submitted together with your
Facebook ID and Twitter handle
for our reference.
FB Fail: What not to do
Set up Facebook account
(if you haven’t already)
• Turn on Follow
• Go to your Settings
• Click Followers in the left column
• Choose Everybody next to Who Can Follow Me?
• Use authentic photos for Profile
• Fill up About section
• Post breaking news
• Include your own comments, analysis
• Use Interests lists
Must-know Facebook Basics
Create A Page
10 Facebook Tips
1. Create a Page to promote events, conferences,
seminars, projects, launches, your blog, your
2. Share: Be useful. Answer questions, offer tips,
guides, timely information.
3. Do link and promote to stories on your organisation,
but provide some other value-add or insider
insight, this is not just a broadcast medium.
4. Be human: Show you care, be witty, disclose some
of your personal interests, it helps to get to know you
5. Use apps to automate stuff: blog posts, Twitter
updates ~ but don’t overdo it!
10 Facebook Tips
6. Tag all photos and videos with “Company ABC”
for events. Divide photos into separate albums.
7. Address new fans with personal messages
8. Have two or three admins as backups
9. For CSR: like-minded groups for related pages: eg
Breast Cancer Awareness, Eradicate Polio.
10. Use lists to divide group and target messages
once you have mastered various apps
Note: Pages vs Groups: Pages are better for a long-term relationships
with your fans, readers or customers; Groups are better for hosting an
active discussion and attracting quick attention. Community pages are for
generic causes or topics. http://bit.ly/pagesvsgroups
Facebook Page Basics
How To Start A Page:
Facebook for Business
What type of Facebook page
is right for me?
Local Business or Place
page is best:
• Merge with Bing Place data
(map & link on info tab)
• Fans can ‘check in’ to your
• Fields on info tab are more
• Categories help potential
clients find your business
•Can add Apps,
•Visitor insights and
•Indexed by search
engines and can be
seen by non-fans
•Can target by
Why a Facebook page
is the best for business:
Profile Groupvs vsPage
•No custom URLS
•No support for
•Can restrict who
can access: open,
closed, and secret.
•Can send bulk
message into inbox
of up to 5000
•Better for quick,
Steps to creating a new page
1. Go To: http://www.facebook.com/pages/create.php
• Also a link to ‘Create a Page’ on the Home Page
• Links to ‘Create a Page’ In lower left corner of existing pages
2. Select the ‘Local Business or Place’ Page type
• Choose your business type category
• Enter business name & info
• Click ‘Get Started’
3. Log into the personal account you want to admin the page
• You will be prompted to do so if you were not logged in when
4. Fill out your “Update Page Info” with details about your
• Add links to your website, Twitter, etc.
• Add info about what you specialize in and offer
• Make a good first impression that makes people want to like
5. Follow the steps on the “Get Started” tab
‘Get started’ tab makes it easy!
‘Get started’ tab walks you through:
1. Adding images
2. Posting a status update
• Encourage your friends to share your page
• Announce a new website or promo offer
3. Adding a ‘Like’ button to your website
• Takes a little coding knowledge
4. Inviting friends & announcing to fans
• Import email contacts
• Suggest to personal Facebook friends
5. Sync to a mobile device
Converting a Group to a Page
Facebook DOES NOT allow you to convert a group
to a page
– Groups were part of Facebook BEFORE Pages were
– When Pages were first introduced Facebook temporarily
– Only way to migrate group members to page fans now is
create page and ask them to ‘Like’ it
– Post new page URL on group wall and invite member to
‘Like’ the page. After 30 Likes you can get a customized URL.
– Send a message and/or chat to members ask them to
spread the news and like the page
– Consider incentives to ‘like’ the page & suggest it (eg:% off
a service, coupons, being entered into a drawing for a free
Converting your Profile to a Page
• Facebook lets you convert a personal Profile into
– Cannot be undone – So be sure it’s your best
– Friends will be converted into fans that ‘Like’ the
– Only Photos will be transferred. NOTE: All other
– Facebook will provide you with a stripped-down
version of a Personal Profile, called a Business
Account, which will be the admin of the new Page.
A word of caution…
1. Avoid shameless plugs on
how wonderful you or the
2. Your personal views are
your own, don’t post
updates in anger or in spite.
Nothing is private on
3. Don’t sign up for every
game/quiz and annoy others
with your updates.
4. Do not disclose confidential
through work that may bring
the company into disrepute.
5.Don’t undermine your
effectiveness at work.
6.“Friending” should not be
taken literally – but others
may misconstrue this as
being partisan or biased.
7.Avoid racial, religious slurs
and personal attacks.
8.You are still a company rep
24/7: Verify facts, identify
sources before passing along
news. Make it clear if you are
skeptical of veracity of
information, if you are.
Fan Page Friday: Highlight one fan every
Expert hour: Set one-hour per week where an
expert answers questions on FB, ask them to
post questions early via video
“Office hours” – tell people when you are live.
Do live video eg: Ustream, JustinTV, Linqto
Surprise giveaways for lightning quizzes
Run polls asking people what they think about
a specific story or subject.
More tips: https://www.facebook.com/business/a/online-sales/page-post-tips
Case study: MAS
Engaging bloggers using Facebook
• As part of MAS' blogger engagement
programme, 15 bloggers won a simple
contest and were invited to participate in an
exclusive cabin crew training programme.
• During the half-day programme, they were
given insights into cabin crew procedures on
grooming, first aid, emergency landing
evacuation, and water/raft drill.
• Location: Malaysia Airlines Academy,
MAS: Blogger outreach
1. Photos first posted on MAS Facebook page
2. Re-posted on blogger’s blog with personal account of
3. Article re-posted on “Living Malaysian Hospitality” –