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
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
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
47. The Dynamic Duo: Facebook and Twitter
PBRL 3150 Social Media for Strategic PR
48.
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