The document is a presentation by Debra Askanase that discusses the strategic use of Facebook and LinkedIn for business. It covers personal and professional profile optimization, effective interaction with audiences, and building brand community through social media engagement. Key takeaways include best practices for creating an impactful online presence and measuring engagement success.

1. Facebook and Linkedin for BusinessPresented by Debra Askanase, Community Organizer 2.0December 2, 2010

2. About the presenterBring strategy into social media:Social Strategy Director, Chief Conversation OfficerExperience:Former executive director, business consultant & moreBA,Emory UniversityMBA, Bar Ilan University

3. Social media moves business goals

4. Social media influences action

5. The potential of social media marketinghttp://www.emarketer.com/Article.aspx?R=1007538

6. Rise of brand affiliation within a social networkWave 5 study by Universal McCann: http://www.umww.com/global/knowledge/view?Id=128

7. Wave 5 study by Universal McCann: http://www.umww.com/global/knowledge/view?Id=128

9. The social media funnel

10. Facebook factsNov 2010:500 MILLION users 10% of all internet trafficMuch of FB search is internal to Facebook US visitors spend an average of 7 hours a month on Facebook http://www.flickr.com/photos/14994959@N04/3626975203/

11. It is not a question of why, but WHEN

12. Features@messages, events, video tagging, photo tagging, custom tabs, private groups, open groups, games and apps, causes, calls to action, community, insights, Places, Deals, events

13. Facebook – personal profileshttp://www.flickr.com/photos/15507194@N00/3376955055/

14. Only a personal page? It is more personal: Updates are targeted to lists, and are from YOU

15. You can join groups, Pages cannot

16. You can participate in groups, Pages cannot

17. You can talk more about yourselfIt’s less work than two: personal and professionalBut:5,000 friend limit, no customization

18. Personal page best practicesCollect friends => springboard to PageCreate Lists of friends: post by listSet privacy settings!Collect relevant pages and groups – be active Mix the personal and professional, professionallyCultivate your professional image through your tabs: photos, video, info, notes, causes, etc.

19. Personal promotional page examples

28. How Would Wonder Woman Use Facebook for Personal Branding?

29. Personal PageCollect a lot of friends!Make sure everyone who needs her can find her via the info tab – semi-private settingsGet involved in a lot of crime-fighting groups

30. Cross-listings to website, blog, DC comics, Facebook Page, etc

31. value: my perspective on being a female crime fighter

32. Value: resources for fighting crime, or becoming a wonder woman

33. - post my magazine covers, photo shoots, youtube video of TV show, etc- Video: hot self-defense moves!

34. Questions for considerationPersonal profile strategyWhy you need itWhat makes you a thought leader?What do people always want to stop and talk with you about?Topic areas of discussionWhich tabs you will populate?Who you will target?How will you measure success?

35. Personal page resourcesPrivacy settings:http://www.allfacebook.com/2009/12/facebook-privacy-new/ (set to highest privacy settings) Keep in mind:“Everyone” really means “everyone who can search online” You can customize every Facebook update, exclude lists of peopleBe careful about who you allow to tag you and add photos and videosCreating Friend Lists:http://mashable.com/2009/08/14/facebook-networking/Keep in mind: People can belong to more than one list, sort updates and info by lists

36. Personal page resourcesCreating a professional Facebook personal profile:http://webworkerdaily.com/2009/12/15/create-a-business-friendly-facebook-profile/

37. Facebook – professional pageshttp://www.flickr.com/photos/15507194@N00/3376955055/

38. Do you need a professional page? It is about the discussion, less personal: Customize tabs, design to the brand/cause

39. Create special offers, promotions

40. Create a community of discussion and fans

41. It’s the new website - your extended website

42. Great for search and SEO

43. Fans are loyal and inclined to act!But…you cannot personally message fans…yet

44. Professional page best practicesCollect friends => springboard to PageCreate a custom landing/welcome tabCreate a community and discussionCrowdsource questions – involve your fans (Dr. Phill does!)Q: How can you use Facebook to offer unique value?

45. Professional page best practicesFan other pages and cross-promote themCreate the wall posts that will address questionsFacebook Insights!! – also can track custom tabsFocus on one or two areas of emphasisCreate shareable content

53. Facebook InsightsKey metrics: engagement on the Page (or with you)

54. sharing and mentions

55. translation into business goals!Other metrics of interest: demographics

56. unique visitors, referral sources

57. impressions

58. Facebook PLACES and DEALS

59. How Would Wonder Woman Use Facebook Pages?

60. Professional PageLanding Tab: report inequality crime here-Lasso of Truth Cause: why women aren’t equal -Cross-listings to website, blog, DC comics, Facebook Page, etc Conversation: women’s equality

61. Value: resources for women fighting inequality in the home and environment

62. petition: sign petition for…

63. post my magazine covers, photo shoots, youtube video of TV show, etc

64. Create a map of inequality: users upload “hot spots” to the map,

65. Check in to Facebook Places!Questions for considerationWhat is the conversation about? What is the central message? Is there a higher purpose?What is the added value of FB to your fans?What do you want your fans to do?

66. Creating your page strategyWhat will the conversation be about?Where will you find your fans? What is the added value that you will offer FB fans?What do you want them to do? What is success, how will you measure it? What is the central message of your page?

67. Professional page resourcesCreating a Page in less than 5 minutes:http://blip.tv/file/2341364Understanding Facebook Insights:http://www.allfacebook.com/2009/09/how-to-monitor-your-facebook-page-insights-to-improve-content/http://www.hyperarts.com/blog/new-facebook-wall-insights-calculate-your-reach/Tips and Best Practices:http://johnhaydon.com/2010/03/five-facebook-tips-from-randi-zuckerberg/http://www.diosacommunications.com/facebookbestpractices.htm

68. Professional page resourcesExamples of custom landing tabs:http://fblandingtabs.wikispaces.com/

70. 70 million users worldwideOne million company profilesFabulous for B2B, hiring, creating and deepening connections, showing expertise

71. FeaturesPersonal profile, recommendations, apps, company profile, groups, answers (Questions), search, LI pro, job search and listings, saved search; Events, and now company Deals and Products featured