Why should you be on Facebook? How do you manage your personal and professional identities? This presentation goes over how (and why) to use Facebook for building your professional brand. The deck includes: -Getting started on Facebook: the basics of optimizing your profile -Privacy: the basics -Social listening on Facebook: Graph Search, FB newswire, trending -Best practices for professional Facebook use

1. Social Media IQ Series:
WGBH Employee Facebook Workshop

2. Facebook 101
• Getting started on Facebook
• Why your professional self should be on Facebook
• Reconciling personal and professional identities
• Should I create separate accounts?

3. What is Facebook?
• The world’s largest
social network
• Founded in February
2004
• Open to anyone aged
13 and older
• Users must register
using an email address

4. Facebook stats that will blow your mind
• 1.23 billion monthly active users worldwide
• 945 million users access Facebook via mobile
• 757 million users log into Facebook every day
• 15.8% of all minutes on the Internet are spent on Facebook
• The average Facebook user has 338 friends
• 67% of Internet users in the US are on Facebook
• 83% of 18 to 29 year olds on the Internet in the US are on
Facebook
• 45 to 54 year olds saw a 46% growth on Facebook in 2013
• 86% of Facebook users are outside of the US

5. Getting Started on Facebook

6. Creating an Account
Sign Up
• To sign up, you must be 13 years
old
• Joint accounts are not allowed
• One Facebook account per email
address
To make sure your friends can find you
• Use your real first and last name
• Add an alternate name to your account if people
know you by another name (nickname, maiden
name)
• Fill in your basic info (contact info, hometown) so
people can find you by search

7. Setting Up Your Account
Follow option: Allows people to follow
your profile.
• People can see your public updates
without being Facebook friends with
you
• This helps you get to know the people
who you work with
• Anyone who sends you a friend
request and you don’t accept them,
automatically becomes a follower
• Profile photo: avoid photos where
you aren’t visible, or photos that
make you look unreliable or
unprofessional.
• Cover photo: Should reveal your
passions about your work or your
hobbies.
Public Information: When someone visits your
profile and isn’t a friend, he or she can only see
your public information
• This is important information: this info will
determine if the person will follow you, be
interested in the work you do, and set the initial
impression about who you are
• Write a convincing sentence or two about your self
(bio) that states who you are and what you do
• Give information about your education, past jobs
and your skills

8. Navigating Facebook
Favorites
Pages I
admin
My profile Shortcuts
Status update
Trending
Graph search
Newsfeed
My
groups

9. The News Feed
-Includes status updates, photos,
videos, links, app activity and likes
-News feed algorithm uses several
factors to determine top stories, like
number of comments, who posted
the story, and what type of post it is
-You can use News Feed controls to
adjust your settings: Hide stories
you don’t want to see, choose to
see stories in the order they’re
posted
-Lists: Follow a friend list (or create
your own) to just see stories from
that list

10. The Anatomy of a Facebook Post
Type your
message
Life
event/mileston
e
Select an audience
for the post
Text post
Tag
friends
Pick a date for
the story
Add a
location Add a
photo
Add how
you’re
feeling
Photo post
Check-in

11. Audience Selector Tool
• Allows you to filter who sees the
post
• You can edit this after the fact
• Defaults to whatever you used
last time
• Custom audience: Allows you to
selectively share something with
specific people (example: share
with your family list, or hide the
post from your co-workers list)
• Public: These posts can be seen
by people who are not your
friends, people off Facebook, and
people who view content through
different media (print, broadcast)

12. Using Facebook professionally
The average Millennial employee is
connected to 16 coworkers on Facebook

13. Why use Facebook?
• To keep in touch with
family and friends
• To organize personal
events
• For entertainment and
education
• To build and maintain
relationships
• To build my own business, show
or personal brand
• To organize professional events
• To do research and gather
information
• To keep up to date with
businesses and organizations I’m
interested in
• To organize events

14. How can WGBH employees use
Facebook?
• Producers: Can use Facebook to find
topics for shows, ask for feedback and
engage fans around the show content.
• Marketers: Can use Facebook to
promote content in creative ways and
reach new and targeted audiences.
• Journalists: Can use Facebook to
connect to sources and find stories,
and promote stories and engage with
others talking about their stories
• Administration: Can use Facebook to
build a professional presence,
emphasizing your strengths and
making connections for your career.

15. The death of personal — now
merged with professional

16. The death of personal — now
merged with professional
Used for social
connections and
entertainment.
Used for aspiration and
achievement. People come
to learn and connect with
resources that will help
them professionally.

17. Managing your personal “brand”
Decide what
you want to
be known for.
Take into account
your profession,
goals, hobbies, and
things that define
you.
Don’t alienate your audience – your followers will be
comprised of friends, family, coworkers, and peers.
Don’t post too much about work or too much about your kids. Keep a
good balance.
Understand the
differences in
networks.
LinkedIn is strictly professional,
Snapchat can be strictly
personal. Facebook can be both.
Ask yourself before
posting: Would I want a
future boss to see this?

18. Case Study: Anil Dash
• Blogger,
entrepreneur,
technologist
• 151k followers on
Facebook
• Developed a strong
online identity
where followers
get a sense of both
his personality as
well as his
professional life

19. What’s the difference between…

20. Personal Profiles v. Pages

21. The Personal Profile
• For individuals, non-commercial
use only.
• Represents individual people and
are held under an individual name.
• You can follow timelines to see
public updates of someone you’re
interested in but not friends with
(through the “follow” button).
• If you want to share updates with a
broader audience, use a profile
(but allow people to follow you)

22. Personal Profiles: Best Practices
• Celebrate moments. Share
milestones of personal
accomplishment and those of your
show or brand.
• Check into company events and
post photos. Share something
behind the scenes.
• Catch people doing something
right. Publicly recognize and
congratulate colleagues on job
promotion, career move or just
doing a great job.

23. Optimizing your profile
• Make sure your profile is
optimized to show up in
graph search results
• Give as much
information as possible:
Fill out all “about” fields
• The more information
you complete in your
profile, the more likely
Facebook will pull you
into specific search
results

24. The Page
• Offers unique tools for connecting
people to a topic they care about, like a
business, brand, organization or
celebrity.
• Pages are managed by people with
personal profiles. They are not separate
Facebook accounts and don’t have
separate login information.
• You like a page to see its updates in your
newsfeed.
• If you want to represent your business
or show, create a page.
• One disadvantage: The page is for the
most part a one way relationship: your
followers (fans) will see your updates
but you won’t see theirs.

25. Pages: Best Practices
• Customize your page
with stories, host
events, etc.
• People who like your
page get your updates
in their news feed.
• Create and manage
your Page from your
personal account.
• Good for journalists:
Creates a distance in
source relationships.

26. Pages: Building your professional portfolio
• Pages allow people to have a
professional presence on Facebook.
Gives readers/watchers/listeners a
chance to connect with a
professional identity instead of only
the option to be their friend.
• This can be useful when it comes to
journalists’ relationships with their
sources. Pages provide a way for
journalists to not worry about the
content of their personal profiles,
and avoids the ethical implications of
accepting a sources’ friend request.
• Bonus: Personal profiles have a
5,000 “friend” limit. Pages have no
limit.

27. Groups
• Groups provide a closed space
for small groups of people to
communicate about shared
interests.
• Groups cannot be managed by
organizations or pages. You
can only post to a group as an
individual.

28. Pages vs. Groups
• Privacy: For pages, information and posts are public and
available to everyone on Facebook. Groups, privacy
settings are available and secret and closed groups are
allowed.
• Audience: Anyone can like a page, with no limit to number
of likes. For groups, you can adjust to require members to
be approved or added by admins.
• Communication: People who help manage can share posts
“as” the page. Admins can check page insights and track
metrics. In groups, members receive notifications when
any member posts in the group. Group members can
participate in chats, upload photos, collaborate on group
docs and invite other members.

29. Interest Lists
• Similar to Twitter lists, create a tailored newsfeed
• Journalists create lists for specific beats
• Default lists: “Close friends,” “Acquaintances” and
“Restricted”
• People don’t get notified when you add them to lists

30. So: Should I create separate accounts?

31. Strategy #1: Single Facebook Profile
Photo shows
who she
really is
Posts about
both work
and personal
life
Allows the “follow” option
Completely
filled-out bio

32. Strategy #1: Pros and Cons of the
single Facebook profile
• Simplest; easiest method to use
• Builds a well-rounded online identity
• You can update all your contacts at
once if you wish to do so
• It makes you look like a real person
with a real life
• Professional contacts can see your
personality
• Isolating your identities into
“personal” and “professional” risks
missing opportunities for your
friends to support your work, or your
work to get to know and support you
• Can’t message sources without
friending them (your messages will
be sent to their “other” inbox)
• You risk sending updates to the
wrong groups or lists
• You have to be on alert to de-tag
inappropriate or unflattering
photos and/or posts
• Need to keep a constant eye on
your privacy settings
• Need to customize who can see
your posts every time you post

33. Strategy #2: One Facebook profile,
one professional page

34. Strategy #2: Pros and Cons of the
Profile and Professional Page
• Allows you to show support for
things you believe in on your
personal profile
• Allows you to be honest and more
like “you” on your personal page,
without the self-censorship
• Helps maintain work-life boundaries
• Allows you to function with less fear
that colleagues or boss will see
personal details you might not want
to share
• Creates a beautiful looking
“portfolio” to show off your work
• Still can’t message sources without
friending them (your messages will
be sent to their “other” inbox)
• Creates inconsistency with your
brand (two separate identities)
• It’s harder to see or share updates
across all your contacts
• Having a professional page
encourages a one-way
conversation; you’ll be posting
updates instead of interacting with
friends about your content

35. Strategy #3: Two Facebook profiles: One
personal and one professional
This is what I have done, and I would NOT recommend it (see next slide)

36. Strategy #3: Pros and Cons of
Separate Profiles
• Allows me to friend and message sources
indiscriminately from my professional
account
• Allows me to message, share, and post
from my professional account without
annoying family or friends
• Allows me to contact people for stories
that I wouldn’t want to share my personal
story or information with
• Allows me to control what my colleagues
see and know about me
• I don’t have to be on constant alert to de-
tag inappropriate or unflattering photos
• I never worry about customizing who can
see my posts
• Makes your brand confusing: Who are
you really, your professional identity or
your personal identity?
• I have to log in to separate accounts
• I don’t have easy access to one of my
accounts on mobile
• I run the danger of Facebook finding out
and shutting down one of my profiles.
(According to Facebook’s terms of
service you’re not allowed to use a
personal profile strictly for business)
• It’s harder to see or share updates
across all your contacts

37. Facebook 102
• Privacy: The basics
•Social listening on Facebook
•Best practices for professional Facebook use
•Open workshop time

38. Privacy: The Basics
• Assume that everything you
post can be seen or found by
someone who wants to find it.
• Rule of thumb: Don’t say
anything you shouldn’t say in
front of your boss or your
mom.
• Never share anything illegal,
against corporate policy, or
embarrassing.
• Watch your privacy settings:
make sure you’re comfortable
with the information that’s
being shared about you on
Facebook.

39. Common Privacy Worries
Do advertisers have access to my personal information?
No. Ad targeting is done anonymously. Personal information is not shared.
Advertisers only receive aggregated reports, never info about specific individuals.
Can people tell that I’ve looked at their Timelines or
profiles? No. Facebook doesn’t track who views your timeline or
posts. Third party apps don’t allow this, either.
Can people see my private messages?
No. They only appear in your inbox on Facebook.
Social plugins: What personal information is
shared? If you sign in via Facebook to a site, your
information (name, info, likes, friends, etc.) aren’t shared.

40. Privacy Settings
• Where are my privacy
settings?
Select “Settings” > “Privacy”
• Removing a tag
-Hover over the post, and click
“report/remove tag” from the
dropdown menu
-You will be notified if you’re tagged
-You can always ask the person to
take the photo down
-Turn on “tag review” to allow you to
approve or dismiss tags that people
add to your posts

41. Social Listening on Facebook

42. Graph Search
• Facebook’s search engine
• Mark Zuckerberg calls it the “third pillar” of Facebook (along with News
Feed and Timeline)
• Graph Search is designed to search with the user’s natural language, not
just keywords
• The “social graph” tailors results unique to you based on your social
networks (example: Instead of “Restaurants in Salem, Massachusetts” you
would search “Restaurants liked by my friends who live in Salem,
Massachusetts”)
What is it?

43. How to use Graph Search
• Click on the search bar, begin typing your search
• As you type, a list of suggestions populates. Choose one of the suggestions or keep typing
• When you hit enter, a list of results shows up. Refine that list with the tool bar on the right
• Pair up phrases like “Photos of” and “Friends of”
• You can search for status updates, comments and photo captions
• Find new friends, discover great music, make your own travel guide

44. Ways to use Graph Search
1) Research your audience. Find out the interests of your fans
or potential fans. Search for pages they like, places they go and what their
demographics are.
2) Engage your fans by including the right content
for them. Search and understand your audience and fans – their
demographics, their likes, interests, and locations. (“Fans of The World who
live in New Orleans who are under 25”)
3) Learn more about your competition. Find out what
other pages your fans like and get an idea of who your competitors are.
(“Favorite likes of people who like “The World”)
4) Use search to reach influencers, and expand
your network. Connect with people who are influencers in your
field. (“Friends of friends who work for the BBC”)

45. Using Graph Search in Journalism
• Breaking news: With more than 1
billion people on FB, search keywords
around a breaking news event that
have been geotagged = finds sources
on the ground
• Historic stories: You can scroll back
and find first eye-witnesses of an
event.
• Reactions to events: Search public
statuses, posts and comments to
gauge or find specific public reactions
to events
• Audience engagement: See what
people are saying about your work.

46. Other listening tools
Facebook Newswire: In April,
Facebook launched “FB
Newswire,” a partnership
with Storyful. The page offers
journalists verified, real-time
content for use in breaking
news stories.
Trending: A new feature that surfaces
interesting and relevant conversations. It
helps you discover the best and most popular
content across Facebook. Click on the
headline to see the most interesting posts
from your friends or pages about that topic.

47. Best Practices for Professional
Facebook Use
1) Engage. Listen and find out what content
resonates with people, and tailor your posts
accordingly.
2) Enable replies. That lets users reply to
things you post. This allows you to turn comments
into fuller conversations or to have conversations
with those following your work.
3) Post regularly.
5) Use images. Photo posts account for
93% of the most engaging posts on Facebook
4) 80/20 rule. Keep it 80% personal
updates, 20% about your work.
6) Use humor and emotion.
7) Start conversations.
14) Don’t expect miracles. Growing your following
comes when you make connections and relationships: the
more you interact, the bigger your reach.
8) Keep it short. Keep your posts below
250 characters for 60% more engagement
9) Share breaking news.
10) Target posts. Tailor your
messages to specific demographics.
11) Choose your friends carefully.
Only accept friend requests from people you know
personally or those you’d like to build relationships
with
12) Tag yourself in company photos.
13) Provide learning and insight.

48. Social Media IQ Series: Facebook
Thursday, May 29
Yawkey Auditorium
2-3 p.m.