Facebook Strategy for Public Relations - June 2010
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This document provides an overview of using Facebook for public relations purposes. It discusses trends in Facebook usage, personal versus professional use, privacy settings, creating pages and groups, promotion strategies, engagement and measurement tactics. It also provides case studies and tips for running Facebook ads effectively. The goal is to educate PR professionals on best practices for utilizing Facebook to build communities and engage with target audiences.
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Facebook Strategy for Public Relations - June 2010
- 1. Facebook Essentials for PR: Everything You Need to Know to Get Started June 30, 2010 Scott Meis - Digital Strategy Sr. Specialist Waggener Edstrom Worldwide @ScottMeis
- 2. Waggener Edstrom Studio D Capabilities Facebook for PR - June 2010 2 Online community building and management Permission-based email campaigns Search engine marketing strategy Social media hubs/aggregators Social media monitoring and engagement Social media newsrooms Social media strategy Social media traffic reporting/social media analytics Social media/CRM integration twendz℠ Twitter conversation and sentiment mining Video production Virtual events Website and microsite development WExPulse® conversation and coverage measurement WExView® trend measurement and analysis Writing and editing services 360-degree brand measurement Audience demographic and psychographic analysis Buzz marketing and viral campaign strategy Competitive and industry trends analysis Content sourcing and gathering Content strategy counsel Digital influence footprint reporting and analysis Digital reputation analysis and management Ethnographic research Experience design Hosted content traffic reporting Influence discovery research Integrated influence strategy and planning Interactive graphics and animation Localization and translation Monitoring, measurement and reporting Narrative Network® message mining and mapping http://waggeneredstrom.com/studiod
- 4. Personal vs. Professional Use
- 11. SEO vs. SEM
- 13. Establishing Your Home Page
- 14. How to Keep Your Boss Away
- 15. Maximizing titles, tags and giveaways
- 16. FBML Who?
- 18. Location
- 20. Personal vs. Professional Use
- 21. Privacy Settings
- 27. SEO vs. SEM
- 29. Establishing Your Home Page
- 30. How to Keep Your Boss Away
- 31. Maximizing titles, tags and giveaways
- 32. FBML Who?
- 34. Location
- 35. Mobile
- 36. Facebook Trends
- 37. Personal vs. Professional Use
- 38. Privacy Settings
- 44. SEO vs. SEM
- 46. Establishing Your Home Page
- 47. How to Keep Your Boss Away
- 48. Maximizing titles, tags and giveaways
- 49. FBML Who?
- 51. Location
- 52. Mobile
- 53. Facebook Trends
- 54. Personal vs. Professional Use
- 55. Privacy Settings
- 61. SEO vs. SEM
- 63. Establishing Your Home Page
- 64. How to Keep Your Boss Away
- 65. Maximizing titles, tags and giveaways
- 66. FBML Who?
- 68. Location
- 70. Personal vs. Professional Use
- 71. Privacy Settings
- 74. Engagement and MeasurementFacebook for PR - June 2010 4
- 75. Top 10 Social Networking Sites & Forums – May 2010 Facebook for PR - June 2010 5
- 77. 100M active mobile users
- 78. 500B minutes are spent on Facebookeach month
- 79. Avg. user creates 70 content pieces each month
- 80. 70% of users are outside U.S.
- 81. Avg. user has 130 friendsSource: http://www.facebook.com/press/info.php?timeline
- 82. Facebook Trends – June 2010 Facebook for PR - June 2010 7
- 83. Facebook – The Ultimate Timesink Facebook for PR - June 2010 8 Americans spent 421 minutes/month or 14 minutes/day. Source: http://mashable.com/2010/02/16/facebook-nielsen-stats/
- 85. 5 Key Privacy Settings
- 88. Privacy Settings Dashboard Facebook for PR - June 2010 11 2 1 3 4
- 89. Privacy Settings – Sharing On Facebook Facebook for PR - June 2010 12 1
- 90. Privacy Settings Basic Info Facebook for PR - June 2010 13 2
- 91. Privacy Settings - Profile Preview Facebook for PR - June 2010 14
- 92. Privacy Settings - Applications & Websites Facebook for PR - June 2010 15 3
- 93. Privacy Settings - Customize Facebook for PR - June 2010 16
- 94. Privacy Settings – Status Updates Facebook for PR - June 2010 17
- 95. Privacy Settings – Block Lists Facebook for PR - June 2010 18 4
- 97. Fill out your bio and info, get a vanity URL
- 98. Be smart about what you post & tag lightly
- 99. Don’t get caught in the coworker “friending” game, use lists
- 100. Balance personal and professional updates
- 101. Don’t be a spammer
- 102. Use common senseFacebook for PR - June 2010 19
- 106. Foundation for Targeted Outreach
- 107. Word-of-Mouth
- 108. Stream of New Advocates
- 109. Active Engagement = Strong SEO
- 112. Plan the “Admin” role
- 113. *NOTE: Any Admin Now Removeable!http://www.facebook.com/advertising/?pages
- 115. Adjust Default Landing Tab Setting Facebook for PR - June 2010 27
- 116. Facebook Page Engagement Allow Fans to Comment! Status Updates – More than random tidbits Use strong visuals – photos and videos Maximize the Event tool Be responsive and use for feedback Facebook for PR - June 2010 28
- 117. Additional Facebook Applications to Consider Social RSS – Feed latest blog posts to fans YouTube Box – Feed in YouTube video content Causes – Show support of charity or cause Poll – Use to crowdsource, gather feedback Involver – Site that provides professional apps Facebook for PR - June 2010 29
- 118. Facebook Page Insights Facebook for PR - June 2010 30
- 119. Facebook Page Promotion Facebook for PR - June 2010 31 Cross-promote on other comms channels - social media platform, email, e-news, Website
- 120. Facebook Page Promotion Facebook for PR - June 2010 32 Cross-promote on other social media properties
- 122. Facebook Engagement Facebook for PR - June 2010 34
- 124. Controlled Budget
- 125. Action Item + Fan Growth
- 126. Easy Analysis
- 128. Facebook Ads – Utility & Best Practices Facebook for PR - June 2010 37
- 129. Facebook Ads – Utility & Best Practices Facebook for PR - June 2010 38
- 131. Facebook page event
- 132. DLI e-news
- 133. 3,170 new fansWord-of-mouth does the rest with strong content!
- 135. Facebook page event
- 136. Rush e-news, Facebook Ads
- 137. New fans, direct doctor interaction
- 139. Drive Mass Appeal
- 140. Engage Through Votes
- 141. Social Purpose and Easy Participation
- 143. The Facebook Vision Facebook for PR - June 2010 43 Source: http://mashable.com/2010/06/04/facebook-insignia/
Editor's Notes
- The AARP spent some time last month interviewing 1,360 adults over the phone. The Association found that more than a quarter (27%) of Americans age 50 and older use social networks. Facebook is the most popular — in fact, 23% of all survey respondents said they preferred it to sites such as MySpace (), LinkedIn () and Twitter. Another study earlier this year from eMarketer showed that boomers and seniors were flocking to Facebook, again showing a strong preference for this site over Twitter and MySpace — all of this in spite of the fact that older Americans are hearing an awful lot of bad news about Facebook.When it comes to general web surfing, 49% of respondents between the ages of 50 and 64 and 40% of all adults age 50 and older said they consider themselves extremely or very comfortable using the Internet. In other words, we’re very close to seeing the majority of senior citizens embracing the web as a content medium and communication tool.
- *Grouping - Isolate family, friends, coworkers, specialty interest – opens avenues for utilizing platform for both personal and professional use.*Privacy Settings -
- 1. Lists: Learn to Love ‘EmThe list function seems to be one of the most underrated privacy tools on Facebook. All privacy snafus aside, the past year has seen Facebook improve the granularity of privacy control settings by leaps and bounds. Users often forget that the tiny dial in the lower-right corner next to each post they share gives them an option to make that item visible to “Everyone,” “Friends Only,” or even particular lists.It’s important to know that “Everyone” doesn’t just mean all Facebook users anymore. According to Facebook’s own website, it means the entire Internet (). This is a good thing to keep in mind if you select “Everyone” as a share setting for a post. A search for the term “soo drunk” with Facebook’s “Posts by Everyone” option reveals some openly available results that were probably not intended for public consumption.__________________________To create and edit lists:Go to AccountClick Edit FriendsClick Create New List (or Edit List if it’s for an existing list)Add friends to this listTo use lists:Go to AccountClick Privacy SettingsClick Personal Information and PostsSelect different areas and click Customize
- Will default to recommended but consideration should be given to your intended use.
- WHEN IN DOUBT, LOG OUT. Refresh browser, search.Another option is to completely remove your profile’s visibility outside of Facebook. To do this, simply:Click AccountClick Privacy SettingsClick SearchUncheck the Public Search Results optionThis makes your profile invisible to non-Facebook users.
- Control What Friends Can Share About You Through ApplicationsIn December 2009, Facebook introduced a new privacy setting to control what information could be shared with friends through applications. This is a key privacy feature because it relates to not just information you post on your profile, but what your friends could offer up about you to an application or website they are using through Facebook.For example, your friend might use the “Give a Dog” application, which can access information you have made public including your name, gender, birthday, photos, videos, etc. Your information is used and collected by the app developer, even though you were not the one to actively share it.To manage these settings:Go to AccountClick Privacy SettingsClick Applications and WebsitesUncheck everything you don’t want applications to share without you knowingClick Save Changes (Note that most Facebook settings pages will auto-save for you, but application privacy settings require this extra step)
- Spread the Good Stuff Out:There’s a thin line between engaging your Facebook fans and annoying them. Target and time your content correctly, and you’ll get all the clicks you could possibly want. Don’t, and you’ll either miss the boat or make your fans want to throw you overboard. That’s where the privacy controls can really come in handy.Say you’ve got a great piece of content that you want to promote, and you want it to reach as many of your fans as possible. If your fans are spread out into multiple time zones, you’re going to run into issues trying to time the post for a window when everyone’s likely to be checking Facebook. And you definitely don’t want to post the same piece of content over and over — that’s a recipe for really annoying your fans. Now you can target your posts by time zone, so you don’t waste your best content by throwing it into the feeds of fans who are probably asleep. Just use the publisher privacy controls to roll that good content out region-by-region throughout the day and you’re all set.Test the Waters:What better way to test the web waters than with a good A/B experiment? Post two different pieces of content to two different (but demographically similar) regions. Once your posts are up, there are plenty of ways to measure engagement and find out which one worked and which didn’t.Control for Culture:With 350 million users and 70 different translations, it’s no wonder that Facebook is a whole world unto itself. Your Facebook fans could be coming from any corner of the globe. Unless you’re selling something that everyone in the world is interested in, there are probably some posts that will entice one group to click through and another to click away. That’s the perfect publisher privacy control situation.First, you should know the demographics of your users. If you don’t, there are plenty of great tools to help you track and triangulate them. Once you do, it’s relatively simple to figure out which regions of fans will want which types of content. By targeting your posts to particular regions, you can avoid offending certain fans. But, more importantly, you can post more content more often. Because you won’t be posting every piece of content to every fan, you can post a higher volume of content, so you get more information into the Facebook stream and more relevant content to each region of your user base. It’s a win-win for everyone.Target the Trends:The world is a big place, and the World Wide Web is too. While there are some memes that make their way around the globe, there are many trending topics that take off in particular places, or for particular groups of people. And I’m not just talking about the topics people are tweeting about. From major events to sporting matches to local news, there are all sorts of bandwagons your fans could be jumping on. And if the people you want to communicate with are on the bandwagon, shouldn’t you be there too?__________________________________Edit Your Pages:To combat this, it’s a good idea to edit your “Likes.” The easiest way is to do the following:Click AccountClick Edit FriendsClick Pages () on the left-hand column (remember, this includes pages for things in your activities, music, and movies sections of your profile, in addition to anything you’ve “liked”)Go through this list and ask yourself, “Do I want this to be public?”Then ask yourself, “If I want it public, would I be comfortable with strangers networking with me through these channels?”If something doesn’t meet your criteria, click Remove Connection (click the X).
- Here are 8 more reasons to start using Facebook for business today.1- The very nature of Facebook is viral. Here's just one example.Each time you log into Facebook, the home page gives you updates of everything your connections have done that they chose to share since the last time you logged in via their profile. And when people visit yours, your mini-feed at the top of your profile page is one of the first things they'll see, which contains your own updates. With this capability, you can virally drive news to your Facebook connections. If they find what you're doing interesting, and take action on it, those actions are driven to their network as well. In this way, your news can be driven far beyond your direct reach.2- Facebook is the ultimate in social presence marketing. Social presence marketing is the activity of promoting by participating in the pre-existing conversation around your target market, in a way that enhances and uplifts the dialogue, rather than intruding upon it.In Facebook, it's easy to make such contributions to the community, and for people who want to know more to find and contact you. If that wasn't enough, the audience is often already targeted and organized.3- Your target market tells you exactly what it wants, and they're easy to find.Each person who joins Facebook has the option of filling out an extensive profile. You can browse or search profiles by keywords, or find groups and events by keywords filled with people who gather in the name of a common interest. For example, if you had a business that sold weight loss supplements, you could join groups about fitness. Instead of leaving marketing messages, you can relax and be open with your advice. Those who want to learn more, or hire you, will follow you back to your profile, where they can continue to communicate with you, or be led back to your website.4- Over half of the people using it, use it daily.Think of how many subscribers or monthly visitors you have. How many of them, honestly, visit you daily? What if you could increase that number simply by having a presence in a free tool they use daily already. The opportunity exists in Facebook. Of the 35 million people currently using Facebook, half of them are using it daily. Why do they do this is the key observation here. There's no way I can speak for 17 million people, I can only tell you what I see. And what I see is that people who log in daily connect more with the people and information around them. Why can't that be you, and your information?5- Better, stronger online connections.Facebook goes the extra mile in helping you find a basis for connection to the people you know, or would like to know.Conversation starters include common interests, status updates, and upcoming birthday reminders. Information sharing is immediate, passive, viral, and costs nothing. You can control the quality of data by controlling the quality of the people you're connected to, and vice versa. Therefore people who understand Facebook are careful about the quality of their connecting news.6- Hard core marketing is out of vogue and declining in effectiveness.The traditional online sales-letter may continue to work with trusted audiences, but it's beyond dispute that improvements to this model are changing the way sales take place online with new clients, not to mention how different the lead generation stage has changed with the progression of social media.In English that means that while the way your present clients buy from you probably doesn't need as much tweaking, the way new people meet you is shifting every day. All online marketing interactions are becoming more transparent - the visitor doesn't need to take an expert's word for it. They can become their own expert, do reputation checking on their favorite guru, and can now search for, and find the majority opinion on their business of choice. It's becoming more important to make a better impression on your audience before they actually show up at your site. With Facebook, contributing knowledge and resources to the conversations taking place is what brings more people to you, faster. 7- Your clients -- and your competition's clients -- may already be on Facebook.With 35 million people registered, and new signers showing up so fast, that by the time you read this, that number will have changed - someone from your desired online demographic is on Facebook. Why is this different, this time? What does it matter that your clients use Facebook already? Because with Facebook comes a completely different way for you to build trusting relationships with your clients and prospects. Since they must join your group, or add you as a friend to interact with you, it's completely opt-in. You'll be able to have deeper interactions with them, through photos, videos, private messages, public messages, or through custom applications you can build or use to enhance their experience with your company.8 - Facebook friends are willing to continue the conversation.Facebook is for social information sharing and interaction. It make sense that people who are already in the mode of action would continue interaction with you or even follow you to your site. The traffic to your site isn't, by far, the most important benefit of Facebook for business. It's worth noting, but the real opportunities with Facebook are to get better information, faster, and to have better social connections to both existing and new contacts, be they client, friend, acquaintance, or colleague.
- Now have ability to control/remove admin.
- Spread the Good Stuff Out:There’s a thin line between engaging your Facebook fans and annoying them. Target and time your content correctly, and you’ll get all the clicks you could possibly want. Don’t, and you’ll either miss the boat or make your fans want to throw you overboard. That’s where the privacy controls can really come in handy.Say you’ve got a great piece of content that you want to promote, and you want it to reach as many of your fans as possible. If your fans are spread out into multiple time zones, you’re going to run into issues trying to time the post for a window when everyone’s likely to be checking Facebook. And you definitely don’t want to post the same piece of content over and over — that’s a recipe for really annoying your fans. Now you can target your posts by time zone, so you don’t waste your best content by throwing it into the feeds of fans who are probably asleep. Just use the publisher privacy controls to roll that good content out region-by-region throughout the day and you’re all set.Test the Waters:What better way to test the web waters than with a good A/B experiment? Post two different pieces of content to two different (but demographically similar) regions. Once your posts are up, there are plenty of ways to measure engagement and find out which one worked and which didn’t.Control for Culture:With 350 million users and 70 different translations, it’s no wonder that Facebook is a whole world unto itself. Your Facebook fans could be coming from any corner of the globe. Unless you’re selling something that everyone in the world is interested in, there are probably some posts that will entice one group to click through and another to click away. That’s the perfect publisher privacy control situation.First, you should know the demographics of your users. If you don’t, there are plenty of great tools to help you track and triangulate them. Once you do, it’s relatively simple to figure out which regions of fans will want which types of content. By targeting your posts to particular regions, you can avoid offending certain fans. But, more importantly, you can post more content more often. Because you won’t be posting every piece of content to every fan, you can post a higher volume of content, so you get more information into the Facebook stream and more relevant content to each region of your user base. It’s a win-win for everyone.Target the Trends:The world is a big place, and the World Wide Web is too. While there are some memes that make their way around the globe, there are many trending topics that take off in particular places, or for particular groups of people. And I’m not just talking about the topics people are tweeting about. From major events to sporting matches to local news, there are all sorts of bandwagons your fans could be jumping on. And if the people you want to communicate with are on the bandwagon, shouldn’t you be there too?__________________________________Edit Your Pages:To combat this, it’s a good idea to edit your “Likes.” The easiest way is to do the following:Click AccountClick Edit FriendsClick Pages () on the left-hand column (remember, this includes pages for things in your activities, music, and movies sections of your profile, in addition to anything you’ve “liked”)Go through this list and ask yourself, “Do I want this to be public?”Then ask yourself, “If I want it public, would I be comfortable with strangers networking with me through these channels?”If something doesn’t meet your criteria, click Remove Connection (click the X).
- *Demographic info, age, sex, location*Interaction, page views, content views, location*Current lack of traffic referral insights
- Use custom URL shortner!
- What do you think of Facebook ads?Most people are hesitant to proclaim their love of advertising, but what’s notable here is that over half of all respondents are ok with ads on Facebook. 53.5% responded that they felt “neutral” and “didn’t mind” the ads they saw while visiting the site.
- What type of ads do you like least?Nonetheless, note that 40.3% of respondents did answer that they ‘disliked’ ads on Facebook. A subsequent question asked them which ad type they liked least. User-reported results indicate that ads for destinations within Facebook are preferred to ads where a click takes the user elsewhere. 62.7% of surveyed users said that ads to visit other websites, outside of Facebook, were their least favored ad type.
- What type of advertised products do you like least?For this survey, we distinguished between the type of ads and the types of products they promote. We grouped advertised products into five categories: games, movies or tv shows, foods or beverages, dating sites and education programs or job sites. Of these categories, dating sites were least popular. 46% of respondents answered that dating sites were their least favorite type of advertised product. Next were education programs and jobs, followed in a distant third place by games. Movies, tv shows, foods and beverages were rated as the least offensive product types.