Talk of the Town Social Media Marketing Workshop, focusing on small businesses. Session 3: Facebook Basics http://www.talkofthetownworkshop.com

2. The Flow of Social Media

3. Social Media Marketing Essentials Passion Sense of Humor A Love of People Creation of a Community A Personal Touch

5. Business Page or Group?

6. What should we post?

7. How can we grow our community?

9. Then, create a Business Page or Group

10. Do not create a group or page under the profile of an employee!

11. It is against Facebook’s TOS for a business/organization to operate a personal profile

12. Facebook Personal Profile

13. Facebook Business Page

14. Why a Page? Great for brands * Resembles a profile page * Conversational * Search Engine Friendly * Custom Landing Page * Pair with a widget on your site * Page creator’s name is hidden * Customized URL * Updates may show in fans’ streams/feeds * Traffic driver * Add photos, post videos, notes, etc.

15. Custom Landing Page

16. Why not a Fan Page? * Comments and discussions are on display * Can be difficult to grow the audience *Subject matter is more personal Ex: Support group, non-profit donors

17. Facebook Group

18. Why a Facebook Group? * Easy to create * More intimate and private, if desired * Great for non-profits * Requires less maintenance * Activity shows up in members notifications * Post photos, videos, links, documents * Create events and invite members

19. Why Not a Facebook Group? * Less visual * Not as SEO-friendly * Not able to add applications * Not widget friendly

20. What should I post? *Questions to your fans! * Pictures * Videos * Links to pages on your site * Blog posts * Events * Funny stuff * Interesting stories * Features and Benefits

21. How can I build my community? * Invite your friends to become a fan/member * Post regular invites on Twitter * Save it as a bookmark * Send email invitations (only opt-in emails) * Link to the page/group on YOUR home page * Include links in your blog posts * Mention Facebook on business cards, receipts, signs, email signature *Include Fan Widget prominently on website

22. Principle of Relevance “edge rank”

24. Tagging (use sparingly)

25. Start a discussion, link to it from your blog, Twitter, or personal profile

26. Encourage others to tag your fan page.

27. Promotions/Contests on Facebook (Certain Rules apply!)

28. Facebook Contest Guidelines You cannot: Condition entry in the promotion upon a user providing content on Facebook, such as making a post on a profile or Page, status comment or photo upload. You can: Use a third party application to condition entry to the promotion upon a user providing content. For example, you may administer a photo contest whereby a user uploads a photo through a third-party application to enter the contest. You cannot: Administer a promotion that users automatically enter by becoming a fan of your Page. You can: Only allow fans of your Page to access the tab that contains the third-party application for the promotion.

29. Facebook Contest Guidelines You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages. You can: Collect an address or email through the third-party application for the promotion in order to contact the winner by email or standard mail. You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion. You can: Instruct users to visit the third-party application to enter the promotion (as described in Section 3.4(i)). Since users must have a Facebook account in order to access an application on the Facebook Platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one. http://www.facebook.com/promotions_guidelines.php

30. Facebook Places/Deals

32. Auto-Post Blogs to Facebook Fan Page?

33. Comprehensive Social Media Strategy

34. Getting Empoyees Involved!

35. What's Next for Facebook?