Social Media IQ Series:WGBH Employee Facebook Workshop

Facebook 101

• Getting started on Facebook

• Why your professional self should be on Facebook

• Reconciling personal and professional identities

• Should I create separate accounts?

What is Facebook?

• The world’s largest social network

• Founded in February 2004

• Open to anyone aged 13 and older

• Users must register using an email address

Facebook stats that will blow your mind

• 1.23 billion monthly active users worldwide• 945 million users access Facebook via mobile• 757 million users log into Facebook every day• 15.8% of all minutes on the Internet are spent on Facebook• The average Facebook user has 338 friends• 67% of Internet users in the US are on Facebook• 83% of 18 to 29 year olds on the Internet in the US are on

Facebook• 45 to 54 year olds saw a 46% growth on Facebook in 2013• 86% of Facebook users are outside of the US

Getting Started on Facebook

Creating an Account

Sign Up• To sign up, you must be 13 years

old• Joint accounts are not allowed• One Facebook account per email

address

To make sure your friends can find you• Use your real first and last name• Add an alternate name to your account if people

know you by another name (nickname, maiden name)

• Fill in your basic info (contact info, hometown) so people can find you by search

Setting Up Your Account

Follow option: Allows people to follow your profile. • People can see your public updates

without being Facebook friends with you

• This helps you get to know the people who you work with

• Anyone who sends you a friend request and you don’t accept them, automatically becomes a follower

• Profile photo: avoid photos where you aren’t visible, or photos that make you look unreliable or unprofessional.

• Cover photo: Should reveal your passions about your work or your hobbies.

Public Information: When someone visits your profile and isn’t a friend, he or she can only see your public information• This is important information: this info will

determine if the person will follow you, be interested in the work you do, and set the initial impression about who you are

• Write a convincing sentence or two about your self (bio) that states who you are and what you do

• Give information about your education, past jobs and your skills

Navigating Facebook

Favorites

Pages I admin

My profile Shortcuts

Status update

Trending

Graph search

Newsfeed

My groups

The News Feed

-Includes status updates, photos, videos, links, app activity and likes -News feed algorithm uses several factors to determine top stories, like number of comments, who posted the story, and what type of post it is-You can use News Feed controls to adjust your settings: Hide stories you don’t want to see, choose to see stories in the order they’re posted-Lists: Follow a friend list (or create your own) to just see stories from that list

The Anatomy of a Facebook Post

Type your message

Life event/milestone

Select an audience for the post

Text post

Tag friends

Pick a date for the story

Add a location Add a

photo

Add how you’re feeling

Photo post

Check-in

Audience Selector Tool

• Allows you to filter who sees the post

• You can edit this after the fact• Defaults to whatever you used

last time• Custom audience: Allows you to

selectively share something with specific people (example: share with your family list, or hide the post from your co-workers list)

• Public: These posts can be seen by people who are not your friends, people off Facebook, and people who view content through different media (print, broadcast)

Using Facebook professionally

The average Millennial employee is connected to 16 coworkers on Facebook

Why use Facebook?

• To keep in touch with family and friends

• To organize personal events

• For entertainment and education

• To build and maintain relationships

• To build my own business, show or personal brand

• To organize professional events• To do research and gather

information

Personal Reasons Professional Reasons

Both• To keep up to date with

businesses and organizations I’m interested in

• To organize events

How can WGBH employees use Facebook?

• Producers: Can use Facebook to find topics for shows, ask for feedback and engage fans around the show content.

• Marketers: Can use Facebook to promote content in creative ways and reach new and targeted audiences.

• Journalists: Can use Facebook to connect to sources and find stories, and promote stories and engage with others talking about their stories

• Administration: Can use Facebook to build a professional presence, emphasizing your strengths and making connections for your career.

The death of personal — now merged with professional

The death of personal — now merged with professional

Used for social connections and entertainment.

Used for aspiration and achievement. People come to learn and connect with resources that will help them professionally.

Personal Networks Professional Networks

Show the different sides of you – give your

professional presence a personal touch.

People trust others who they like an can see a human side to.

Managing your personal “brand”

Decide what you want to be known for. Take into account your profession, goals, hobbies, and things that define you.

Don’t alienate your audience – your followers will be comprised of friends, family, coworkers, and peers. Don’t post too much about work or too much about your kids. Keep a good balance.

Understand the differences in networks. LinkedIn is strictly professional, Snapchat can be strictly personal. Facebook can be both.

Ask yourself before posting: Would I want a future boss to see this?

Case Study: Anil Dash

• Blogger, entrepreneur, technologist

• 151k followers on Facebook

• Developed a strong online identity where followers get a sense of both his personality as well as his professional life

What’s the difference between…

Page

Personal Profile

Group Interest List

Personal Profiles v. Pages

PagePersonal Profile

The Personal Profile

• For individuals, non-commercial use only.

• Represents individual people and are held under an individual name.

• You can follow timelines to see public updates of someone you’re interested in but not friends with (through the “follow” button).

• If you want to share updates with a broader audience, use a profile (but allow people to follow you)

Example: Nick Kristof

Personal Profiles: Best Practices

• Celebrate moments. Share milestones of personal accomplishment and those of your show or brand.

• Check into company events and post photos. Share something behind the scenes.

• Catch people doing something right. Publicly recognize and congratulate colleagues on job promotion, career move or just doing a great job.

Optimizing your profile

• Make sure your profile is optimized to show up in graph search results

• Give as much information as possible: Fill out all “about” fields

• The more information you complete in your profile, the more likely Facebook will pull you into specific search results

The Page

• Offers unique tools for connecting people to a topic they care about, like a business, brand, organization or celebrity.

• Pages are managed by people with personal profiles. They are not separate Facebook accounts and don’t have separate login information.

• You like a page to see its updates in your newsfeed.

• If you want to represent your business or show, create a page.

• One disadvantage: The page is for the most part a one way relationship: your followers (fans) will see your updates but you won’t see theirs.

Example: Nick Kristof

Pages: Best Practices

• Customize your page with stories, host events, etc.

• People who like your page get your updates in their news feed.

• Create and manage your Page from your personal account.

• Good for journalists: Creates a distance in source relationships.

Pages: Building your professional portfolio

• Pages allow people to have a professional presence on Facebook. Gives readers/watchers/listeners a chance to connect with a professional identity instead of only the option to be their friend.

• This can be useful when it comes to journalists’ relationships with their sources. Pages provide a way for journalists to not worry about the content of their personal profiles, and avoids the ethical implications of accepting a sources’ friend request.

• Bonus: Personal profiles have a 5,000 “friend” limit. Pages have no limit.

Groups

• Groups provide a closed space for small groups of people to communicate about shared interests.

• Groups cannot be managed by organizations or pages. You can only post to a group as an individual.

Pages vs. Groups

• Privacy: For pages, information and posts are public and available to everyone on Facebook. Groups, privacy settings are available and secret and closed groups are allowed.

• Audience: Anyone can like a page, with no limit to number of likes. For groups, you can adjust to require members to be approved or added by admins.

• Communication: People who help manage can share posts “as” the page. Admins can check page insights and track metrics. In groups, members receive notifications when any member posts in the group. Group members can participate in chats, upload photos, collaborate on group docs and invite other members.

Interest Lists

• Similar to Twitter lists, create a tailored newsfeed• Journalists create lists for specific beats • Default lists: “Close friends,” “Acquaintances” and

“Restricted” • People don’t get notified when you add them to lists

So: Should I create separate accounts?

Strategy #1: Single Facebook Profile

Photo shows who she really is Posts about

both work and personal life

Allows the “follow” option

Completely filled-out bio

Strategy #1: Pros and Cons of the single Facebook profile

• Simplest; easiest method to use• Builds a well-rounded online identity• You can update all your contacts at

once if you wish to do so• It makes you look like a real person

with a real life• Professional contacts can see your

personality• Isolating your identities into

“personal” and “professional” risks missing opportunities for your friends to support your work, or your work to get to know and support you

• Can’t message sources without friending them (your messages will be sent to their “other” inbox)

• You risk sending updates to the wrong groups or lists

• You have to be on alert to de-tag inappropriate or unflattering photos and/or posts

• Need to keep a constant eye on your privacy settings

• Need to customize who can see your posts every time you post

Pros Cons

Strategy #2: One Facebook profile, one professional page

PagePersonal Profile

Strategy #2: Pros and Cons of the Profile and Professional Page

• Allows you to show support for things you believe in on your personal profile

• Allows you to be honest and more like “you” on your personal page, without the self-censorship

• Helps maintain work-life boundaries• Allows you to function with less fear

that colleagues or boss will see personal details you might not want to share

• Creates a beautiful looking “portfolio” to show off your work

• Still can’t message sources without friending them (your messages will be sent to their “other” inbox)

• Creates inconsistency with your brand (two separate identities)

• It’s harder to see or share updates across all your contacts

• Having a professional page encourages a one-way conversation; you’ll be posting updates instead of interacting with friends about your content

Pros Cons

Strategy #3: Two Facebook profiles: One personal and one professional

This is what I have done, and I would NOT recommend it (see next slide)

My “professional” profile

My Personal Profile

Strategy #3: Pros and Cons of Separate Profiles

• Allows me to friend and message sources indiscriminately from my professional account

• Allows me to message, share, and post from my professional account without annoying family or friends

• Allows me to contact people for stories that I wouldn’t want to share my personal story or information with

• Allows me to control what my colleagues see and know about me

• I don’t have to be on constant alert to de-tag inappropriate or unflattering photos

• I never worry about customizing who can see my posts

• Makes your brand confusing: Who are you really, your professional identity or your personal identity?

• I have to log in to separate accounts• I don’t have easy access to one of my

accounts on mobile• I run the danger of Facebook finding out

and shutting down one of my profiles. (According to Facebook’s terms of service you’re not allowed to use a personal profile strictly for business)

• It’s harder to see or share updates across all your contacts

Pros Cons

Facebook 102

• Privacy: The basics

• Social listening on Facebook

• Best practices for professional Facebook use

• Open workshop time

Privacy: The Basics

• Assume that everything you post can be seen or found by someone who wants to find it.

• Rule of thumb: Don’t say anything you shouldn’t say in front of your boss or your mom.

• Never share anything illegal, against corporate policy, or embarrassing.

• Watch your privacy settings: make sure you’re comfortable with the information that’s being shared about you on Facebook.

Common Privacy Worries

Do advertisers have access to my personal information?No. Ad targeting is done anonymously. Personal information is not shared. Advertisers only receive aggregated reports, never info about specific individuals.

Can people tell that I’ve looked at their Timelines or profiles? No. Facebook doesn’t track who views your timeline or posts. Third party apps don’t allow this, either.

Can people see my private messages?No. They only appear in your inbox on Facebook.

Social plugins: What personal information is shared? If you sign in via Facebook to a site, your information (name, info, likes, friends, etc.) aren’t shared.

Privacy Settings

• Where are my privacy settings?

Select “Settings” > “Privacy”

• Removing a tag-Hover over the post, and click “report/remove tag” from the dropdown menu-You will be notified if you’re tagged-You can always ask the person to take the photo down-Turn on “tag review” to allow you to approve or dismiss tags that people add to your posts

Social Listening on Facebook

Graph Search

FB Newswire

Trending

Graph Search

• Facebook’s search engine• Mark Zuckerberg calls it the “third pillar” of Facebook (along with News

Feed and Timeline)• Graph Search is designed to search with the user’s natural language, not

just keywords• The “social graph” tailors results unique to you based on your social

networks (example: Instead of “Restaurants in Salem, Massachusetts” you would search “Restaurants liked by my friends who live in Salem, Massachusetts”)

What is it?

How to use Graph Search

• Click on the search bar, begin typing your search• As you type, a list of suggestions populates. Choose one of the suggestions or keep typing• When you hit enter, a list of results shows up. Refine that list with the tool bar on the right• Pair up phrases like “Photos of” and “Friends of” • You can search for status updates, comments and photo captions• Find new friends, discover great music, make your own travel guide

Ways to use Graph Search

1) Research your audience. Find out the interests of your fans or potential fans. Search for pages they like, places they go and what their demographics are.

2) Engage your fans by including the right content for them. Search and understand your audience and fans – their demographics, their likes, interests, and locations. (“Fans of The World who live in New Orleans who are under 25”)

3) Learn more about your competition. Find out what other pages your fans like and get an idea of who your competitors are. (“Favorite likes of people who like “The World”)

4) Use search to reach influencers, and expand your network. Connect with people who are influencers in your field. (“Friends of friends who work for the BBC”)

Using Graph Search in Journalism

• Breaking news: With more than 1 billion people on FB, search keywords around a breaking news event that have been geotagged = finds sources on the ground

• Historic stories: You can scroll back and find first eye-witnesses of an event.

• Reactions to events: Search public statuses, posts and comments to gauge or find specific public reactions to events

• Audience engagement: See what people are saying about your work.

Other listening tools

Facebook Newswire: In April, Facebook launched “FB Newswire,” a partnership with Storyful. The page offers journalists verified, real-time content for use in breaking news stories.

Trending: A new feature that surfaces interesting and relevant conversations. It helps you discover the best and most popular content across Facebook. Click on the headline to see the most interesting posts from your friends or pages about that topic.

Best Practices for Professional Facebook Use

1) Engage. Listen and find out what content resonates with people, and tailor your posts accordingly. 2) Enable replies. That lets users reply to things you post. This allows you to turn comments into fuller conversations or to have conversations with those following your work.

3) Post regularly.

5) Use images. Photo posts account for 93% of the most engaging posts on Facebook

4) 80/20 rule. Keep it 80% personal updates, 20% about your work.

6) Use humor and emotion.

7) Start conversations.14) Don’t expect miracles. Growing your following comes when you make connections and relationships: the more you interact, the bigger your reach.

8) Keep it short. Keep your posts below 250 characters for 60% more engagement

9) Share breaking news.

10) Target posts. Tailor your messages to specific demographics.

11) Choose your friends carefully.Only accept friend requests from people you know personally or those you’d like to build relationships with

12) Tag yourself in company photos.

13) Provide learning and insight.

Social Media IQ Series: Facebook

Thursday, May 29Yawkey Auditorium

2-3 p.m.

Meghan Peters, Facebook Media Partnerships