intro to social media day 2 09 11 v2
DESCRIPTION
Modified version of the Day 2 presentation showing only Facebook. Facebook takes an entire class.TRANSCRIPT
By Chris Kieff
@ckieff
*Intro to Social Media Day 2
2
*Agenda
*In depth social media platform review:
*Facebook In Depth
*Privacy
*Groups
*Pages
*Likes
*Advertising
*Research
*Applications
*Best Practices
3
*Facebook Profile Privacy
*Messages always stay at the privacy level of the message originator
* The Question: Who Started the Thread?
*Assuming: You and Them have changed privacy settings from Everyone (default) to messages visible to Friends Only. (Vs. Friends of Friends)
*Message Visibility:
* Me starts- visible to both You and Them, and My other Friends. If You or Them respond to this message visibility remains unchanged.
* You starts- visible to Me not Them, and You’s other Friends.
* Them starts- visible to Me not You, and Them’s other Friends.
* http://www.maclife.com/article/feature/every_facebook_privacy_feature_revealed_and_explained
You
Me
Them
*Facebook Page Privacy
*Pages are public.
*Everything anyone writes on your business page is public unless you change it
*Exception- Facebook’s moderation rules
*You mark a message as spam
*You can disable users ability to write on your wall- but why?
*You can set your page to display only messages from you
*However, other messages are still there users just need to click to see them. And they’re in their Newsfeed.
Your Page
Them
*Facebook Pages
*Recommended for every business
*Free and easy
*Don’t set and forget
*Send blog and post regular updates
*Make it look professional
*Always respond to any comment
*You get email notifications up to 10,000 fans
*Remove spam comments, get rich quick, work from home
*Monitor with Hootsuite, TweetDeck, Co-Tweet, Sprinklr etc.
*Also Known As: “Fan Pages”
* Install Google Analytics
* http://www.socialmediaexaminer.com/how-to-add-google-analytics-to-your-facebook-fan-page/
*Facebook Groups
*New Groups
*Open- anyone can read everything
*Closed- anyone can see members but not content
*Secret- can’t see members or content or know of it’s existence
*Uses for Groups
*Horizontal or Vertical communications
*Non-Friend connections
*Customer groups (?!)
*Trade Groups (legal issues)
*Limitations- about 250 people max (recommended no real limit). Remember email is defaulted on!
*Old Lists- personal groups
*Facebook “Likes”
*Over 1 MM sites with “Like” buttons
*People who click on “Like” buttons click 5.3X more links and have 310 Friends (vs 130)
*Using faces on the like button increases CTR 5-10X
*Facebook Advertising
*Advertising on Facebook is NOT a social media tactic
*Excellent demographic targeting
*Very similar to Google and other online advertising- auction, CPM, CPC…
*Except- don’t run multiple simultaneous ads because they will compete, not rotate (diff from Google.)
*Use images, best performance is for links on Facebook.
*Test different ads to find the best performing
*Use Google Analytics to track- FB reports are poor.
*Facebook Research
*Use the Facebook Advertising System
*Conduct demographic research to better know your target demo in a geography. (understanding the Facebook skew)
*You don’t need to run ads to do research
*Facebook Edgerank
*Edgerank is how Facebook decides if your updates make it to “TOP NEWS”
*Each Edge has three components important to Facebook’s algorithm:
*Affinity Score: between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, an old acquaintance you haven’t spoken to in years.
*Weight: A comment probably has more importance than a Like, for example.
* Time. The older an Edge is, the less important it becomes.
*Facebook Apps for Business
*Top 75 Apps for Enhancing Your Facebook Page http://www.socialmediaexaminer.com/facebook-apps/
*Woobox (Static iFrame, Coupons, Sweepstakes…)
* Involver (Free Apps, Twitter, etc.)
*North Social (Excellent Apps)
*Networked Blogs (Free Blog Sharing)
*RSS Graffiti (RSS Feed display multiple Blogs, etc.)
*Slide Share (PowerPoint)
*WildFire BuddyMedia (Contests $$)
*Yelp Reviews (Yelp)
*Contact Me (Form)
*Email, Ecommerce, Appointment Scheduling, Polls, Quizzes, FAQ, Live Chat, YouTube, Reviews, etc.
*Facebook Contest TOS* Terms of Service
* You can’t hold a contest without Facebook’s consent, and must use one of the approved apps
* http://www.facebook.com/help/?page=721#!/promotions_guidelines.php or look up “promotions” in help
* You cannot: Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, or posting a status update.
* You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.
* You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.
* You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.
* You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.
* You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.
* You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.
* You can: Instruct users to visit the third-party application to enter the promotion (as described in Section 2.3.2.1). Since users must have a Facebook account in order to access an application on the Facebook Platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one.
*Facebook Review
*Profiles = People
*Pages = Everything else + some people
*Understand and respect privacy
*Research opportunity
*Edgerank
*Apps for your page
*Contests
*It’s not a numbers game- it’s an engagement game.
*Lab Time
*Looking at Facebook & Sharing finds on the Facebook Group