By Chris Kieff

@ckieff

*Intro to Social Media Day 2

2

*Agenda

*In depth social media platform review:

*Facebook

*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