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Presentation given by MedeMerkers to explain the different aspects of Facebook to non-users.
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FACEBOOK PAGINA’S GEBRUIKEN
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Introduction: Facebook, Twitter & LinkedIn
Pages, profiles and groups
Status updates, links, photos, questions
‘like‘ or ‘share’
Fan gating: only visible for the fans!
Send messages (also for pages)
Overview
More info
General structure of Facebook (simplified)
profile
person
pages
group
applications
documents
messages
like &share(and admin)
upd
ate
s,
photo
s, ...
Facebook, Twitter and LinkedIn
4.100.000 Belgians (about as much as Dutchmen)
a communications platform (like email)
Not a medium (like television)
Posibilities:personal profile, fanpage, group, application, advertisement
150.000 Belgians (and a lot more Dutchmen)
Comparable to conversations in the bar or marketplace
Not the right place to spread your message
Possibilities:listen, get to know, learn, inspire, be discovered
840.000 Belgians
Professionals, looking for business contacts
Ideaal to get to know people within your sector
Possibilities:LinkedIn groups (from yourself or from others)
Pages, profiles and groups
Every user has a profileHere you can change your privacy settings
Status updates and things you share
When friends click on your name they see your history
A group is a ‘secret place’You can share document, make appointments: fuly
private
A page is a ‘public place’Pages are ideal for companies to communicate with
their customers
You can choose who can add content
When a fan places a messages, his/her friends will see it in their timelines: more attention for your page!
status updates, links, photos and questions
You can choose the privacy of your updates
You can also create groups of friends to post messages that others can’t see
For pages: target your updates
Instead of making a different page per country/language, you can also target the updates you post
In groups, you can not target messages
In a group everyone is equal. Members can send messages to a group, which arrives as an email (standard)
Status updates make up 90% of Facebook
They can be used by persons (profiles), groups and pages
Photos are interesting, since you can ‘tag’ them
People can tag themselves in pictures, which brings the picture (from your page) under the attention of their friends
Be carefull as whom you post!Do you want to place a message in your own name, or as one of the pages you administer (also on other pages)?
In ‘edit page’ you can configure that your updates will always
come from the pageYou no longer have to switch between ‘use facebook
as a person’ and ‘use facebook as a page’
A question is a mini-survey amongst your fans, friends or
membersThe nicest feature? People can also forward this to
their friends: more reactions!
‘like’and ‘share’
A ‘Like’ determines how interesting a particular message is.
The more likes you get, the more the message will appear in the timeline of the friends of the fan.
A ‘share’ is much more powerfull than a ‘like’
With a share your fan is placing the picture or update directly on their own profile, just like when they would have posted the item themselves. had
fan gating
People are curiousIt is possible to restricted certain information to only
be accessible for friends
Fans can have direct access to content
To do this, you can install an application in a tab and have this assigned as the default landing tab (only for non-fans)
You can go even further: approvalIf you app wants to post on the wall of it’s fans or reach his list
of friends, the fan first needs to give permission to the app
Attention: make sure you have a gracefull fallback.A lot of people click on “do not allow”
Send messages
Facebook messages= the new email
Don’t forget that you can also send messages to the fans of your page. Use this sensibly! (no spam)
Messagebox ‘other messages’Unless you have already had a lot of interaction with a person, your
message will end up in ‘other messages’. Point this out to a fan you want to contact or they will miss your message.
overview
General structure of Facebook (simplified)
profile
person
pages
group
applications
documents
messages
like &share(and admin)
upd
ate
s,
photo
s, ...
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Adding applications to your page
Tagging your page in pictures
Using Facebook Notes on a page
Integrate a blog
The (mis)use of an event
Using a personal profile as page creator
Using a personal profile as page buddy
Organize a contest / giveaway on a page
Advertise your page
Requests to share or like
Custom Facebook applications
Where to find applications
Applications can be for free, but serieus applications cost money.Facebook allows you to find all publicly available applications through the search tool (limit to apps by clicking ‘more’, then apps)
Applications have their own page
Use this page to see how well the application is functioning and how the developer is supporting the application.
Applications canvas
Applications also have a canvas (aka ‘home page’) where the user or administrator of a page can configure the application
An application adds a tab
The name of the tab can not be chosen by the page admin. The tab can also be installed as the landing page for non-fans (attention: not for all categories of pages)
Applications for users are the same
The difference is that these applications interact with the user on their canvas page and they don’t add a tab for pages.
Users can revoke app permissions
This also holds true for apps on your page. Check what happens with the user experience when a user does this (they might not be aware that this app belongs to your page)
Tagging your page in pictures
Helps to spread your page (and let users promote you)
Using Facebook notes on a page
Notes are the best/easiest way to publish long copy. Content in notes can be seen by Facebook (internal SEO) and users and pages can be tagged in it.
Integrate a blog
Content can be syndicated automatically from an existing blog. Depending on the application, pictures can be included and layout can be customized.
The (mis)use of an event
Pages can not send messages to all fans. Events can be used as a workaround: Pages can create events and invite their fans (this creates an email). Also, the admin can invite people for the event.
Using a new profile as page creator
To avoid issues in transfering ownership of a page (e.g. employee leaves the company) a page can be set up from a separate admin account. The account details can be shared with e.g. an agency. Also note that Facebook does not do any logging.
Using a new profile as page buddy
Users don’t see/notice the difference between a page and a profile. A virtual profile can be used as a ‘buddy’ account to a page to exchange messages with users. Risk: Facebook forbids this, so the account can be deleted (which is harmless).
Reporte a fake account
Reporting a non-person account can be done in 1 click. Reporting an imposter/bully requires you to validate your phone number.
Organize a contest/giveaway
Always respect the Facebook rules when organising a competition!Punishment= page suspension to page removal!Note: +10k/y advertisers get an account representative
1.Don’t use share, like, become a fan, tag or comment as a participation mechanism
2.Don’t mention Facebook (only the F-logo)
3.Don’t contact people / publish winners through Facebook
4.Don’t give alcohol, drugs, firearms, or tobacco as a price
5.Also allow participation without a Facebook account
Advertise your page
Advertisements can be with your own copy or ‘sponsored stories’. CTR is important for publication frequency.
Target your advertisements
Request to like your page
A ‘like’ button can not be built into a page. Only Facebook can place these buttons/links (reason: spam/clickjacking)Solution: point out to the user where the button is.
Request to share your page
A ‘share’ button can be built into a page and into any website/email. Users receive a dialog that allows them to enter text before placing the message on their wall.Creates a stronger endorsement (but more user effort is needed)
Create your own applications
Install the application ‘developer’ in your Facebook profile. From within this application, you can create your own applications.
More Info
Interested?
MedeMerkers
Kardinaal Mercierplein 2
2800 Mechelen
016/81.91.33
twitter: @medemerkers
www.medemerkers.be
