Why and how to use Facebook
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Tips for using Facebook for your brand. Presented at the Association of Women in Communications Seattle Chapter in February 2012.
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Why and how to use Facebook
- 1. Associati on for FACEBOOK Women in Communications
- 2. FACEBOOK 845M Active users 52% visit daily Plans to go public in 2012
- 3. STATE OF FACEBOOK American consumers spend more time on Facebook than any other U.S. website Average users continue to mature, average age was 38 2010. Facebook users are more trusting, politically involved & have closer relationships than other Internet users.
- 4. CONFUSED YET? Pages Timeline Places Groups Subscribes Image: Flickr:Kalavinka
- 5. CONFUSED YET? Pages = For brands & celebs Timeline = Formerly your profile Places = Physical location Groups = Discussions Subscribes = Public updates for person
- 6. IT’S NOT ABOUT YOU Image: FLICKR: Thowra_uk
- 9. EXPERIMENT Flickr: mpeterke
- 10. EXPERIMENT: WHAT YOU POST Photos & Videos Links to content on the web Text updates
- 12. EXPERIMENT: WHEN YOU POST
- 14. WHY SHOULD I LIKE YOU? Flickr:Muffet
- 17. HELLO……? Flickr:@10
- 20. KEEP LEARNING Mari Smith – MariSmith.com Mashable – Blog of all things social at Mashable.com All Facebook – Up to date news at AllFacebook.com
Editor's Notes
- Start by giving perspective for professional instead of personal
- It’s huge! Can’t be ignored. Only 2 countries are larger than it. Users uploading 250M photos a day and Like 2.7B X a dayGigantic ecosystem that allows for connections and amplificationNot having a Facebook presence is like not having a website in 2000
- Are these people you want to reach?
- Know the difference and think about how you will use these
- Do you think people go on FB to get marketed to or hear from their friends? Knowing who you’re fans are and what they want to hear is key or you’ll bore them Don’t just talk about yourself You’ve got to act like a friend
- Talking about things related to your brand, but not about it
- Being really human and engaging Look at her tone. What if she’d said, “I have chocolates”
- There’s not one way to build or run a Facebook page/ presence Don’t get into a rut with postingSome brands, like News, can post numerous times a day. Others are best off every other day. You’ve got to play with it to see what your audiences want.
- Best way to experiment is with what type of content you postText updates – play with size. Data shows shorter better If not already using these, do so
- What gets people to engage with your Page? Discussions, contests, pictures
- Post at different times of day Post on weekends
- Biz have a superstar? Use the Subscribe feature
- Be mine? Why? What’s in it for me? If you want more people to join your Facebook page have to call out why people want to like you
- Humane Society – footer on email gives a strong call to action for liking their page
- Convert significant number of visitors to FansHave a Welcome Tab that answers: What do I get out of liking you?
- Be there if you’re going to be thereCan’t put up a page and be donePlan for caring and feeding of Page and customers/communityKnow how you’ll reply to people and be sure and fill out your profile
- Replying to Wall posts and comments builds a trulyloyal following
- Real life example if you ignore: KomenFailed to respond publicly for 36 hours and did potentially irreparable harm to brand Komen was completely silent on their social media & the amount of anger increased with each passing minute
- Watch for: New Pages layout coming this month and ability to email with fans