1. The Dynamic Duo:
Facebook and Twitter
PBRL 3150 Social Media for Strategic PR
Feb. 14, 2012

3. Facebook: The Early Years
• February 2004: Mark Zuckerberg starts
Facebook as a sophomore at Harvard University.
• March 2004: Facebook begins expansion to
other colleges and universities.
• June 2004: Facebook moves headquarters to
Palo Alto, Calif.
• September 2004: Facebook introduces the
Wall, which allows people to write personal
musings and other tidbits on profile pages.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

4. Facebook: The Early Years
• May 2006: Facebook introduces work networks,
allowing people with a corporate email address to
join.
• September 2006: Facebook begins letting
anyone over 13 join. It also introduces News Feed,
which collects friends' Wall posts in one place.
• May 2007: Facebook launches Platform, a system
for letting outside programmers develop tools for
sharing photos, taking quizzes and playing games.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

5. Know Thy Terms
• One person = one profile.
• Profiles cannot promote products,
brands, organizations.
• Commercial gain cannot be given in
exchange for content, i.e. likes.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

6. Pages vs. Profiles
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

7. Create a Page
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

8. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

9. New Open Graph
• Apps no longer need continual
permission to post content.
• Updates sent to ticker; held back
from news feed unless “important.”
• Verbs go beyond “like.”
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

10. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

11. EdgeRank
∑edge e = uewede
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

12. ue= affinity
we = weight
de = time decay
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

13. People won’t see it just
because you posted it.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

14. Post. Better. Stuff.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

15. Social networks are
not created equal.
≠ ≠
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

16. How You Post Matters
80%
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

17. Customize the Content
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

18. Determine What Works
• Photo: 0.37%
• Video: 0.31%
• Status update: 027%
• Link: 0.15%
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

19. Data Knows What Works
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

20. Know the Audience
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

21. Geo-targeting Posts
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

22. Geo-targeting Posts
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

23. Customize the Experience
• Heighten the user experience.
• Increase conversions
• Provide clear call to action.
• Strengthen identity.
• Provide measureable ROI.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

24. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

25. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

26. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

27. Why Do We Care?
200% Total Monthly Views
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

28. How to Build a Custom Tab
• Pay somone.
• Do it yourself.
• Use a 3rd party application.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

29. Wildfire’s iFrames for Pages
• Intuitive interface.
• Custom image or custom HTML.
• Fans view and non-fans view.
• No option for icon or title.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

30. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

31. Static iFrame Tab
• Requires access to information.
• Custom name and icon.
• Multiple options for page source:
URL, redirect, image, HTML.
• Friend and fan gate capabilities.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

32. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

33. Existing Applications
• Easy to install, easy to use.
• Content for fans and non-fans.
• Limitations with icons and titles.
• Requests for access to personal
information, e-mail.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

34. Do It Yourself
• Access to a web server.
• Some basic HTML skills.
• A little time and effort.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

35. Create an HTML File
520px
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

36. Install Developer App
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

37. Name the App
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

38. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

39. Remember the links.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

40. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

41. Google URL Builder
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

46. Discussion
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

47. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

49. What is Twitter.
• 140 character microblog.
• A website.
• Public email.
• A blog on speed.
• The first draft of history.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

50. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

51. Learn the Lingo
• @
• #
• http://…
• RT
• MT
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

52. Twitter is more than tweeters.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

53. The average age of
all Twitter users is
39 years old.
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

54. Post-Dispatch daily circulation:
213,472
Active Twitter accounts in STL:
230,000
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

55. Customer Service
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

57. Product Promotion and Sales
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

60. Event Promotion
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR

62. Discussion
The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR