Post on 18-May-2015
The Dynamic Duo:Facebook and Twitter
PBRL 3150 Social Media for Strategic PRFeb. 14, 2012
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
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 TwitterPBRL 3150 Social Media for Strategic PR
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 TwitterPBRL 3150 Social Media for Strategic PR
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 TwitterPBRL 3150 Social Media for Strategic PR
Pages vs. Profiles
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Create a Page
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
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 TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
EdgeRank
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
∑edge e = uewede
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
ue = affinity
we = weight
de = time decay
People won’t see it just because you
posted it.
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Post. Better. Stuff.
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Social networks are not created
equal. ≠ ≠
How You Post Matters
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
80%
Customize the Content
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Determine What Works
• Photo: 0.37%• Video: 0.31%• Status update: 027%• Link: 0.15%
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Data Knows What Works
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Know the Audience
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Geo-targeting Posts
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Geo-targeting Posts
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Customize the Experience
• Heighten the user experience.• Increase conversions• Provide clear call to action.• Strengthen identity.• Provide measureable ROI.
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Why Do We Care?
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
200%
Total Monthly Views
How to Build a Custom Tab
• Pay somone.• Do it yourself.• Use a 3rd party application.
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
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 TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
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 TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
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 TwitterPBRL 3150 Social Media for Strategic PR
Do It Yourself
• Access to a web server.• Some basic HTML skills.• A little time and effort.
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Create an HTML File
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
520px
Install Developer App
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Name the App
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Remember the links.
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Google URL Builder
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Discussion
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
What is Twitter.
• 140 character microblog.• A website.• Public email.• A blog on speed.• The first draft of history.
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Learn the Lingo
• @ • #• http://…• RT• MT
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Twitter is more than tweeters.
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The average age of all Twitter users is 39 years old.
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Post-Dispatch daily circulation:213,472
Active Twitter accounts in STL:230,000
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Customer Service
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Product Promotion and Sales
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Event Promotion
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR
Discussion
The Dynamic Duo: Facebook and TwitterPBRL 3150 Social Media for Strategic PR