Georgia DoD Social Media Guidebook

Georgia Department of Defense
Social Media Tactical Guidebook

Produced by the Public Affairs Office
June 2011

TABLE OF CONTENTS

How to Setup a Facebook Profile 4
Facebook for Army Organizations 5
Creating a Facebook Profile: A Step-by-Step Guide 10
Understanding New Facebook Features 12
Facebook Pages Redesign 13
How to Upload Photos and Videos 17
How to Upload Photos and Videos on Facebook (And Ensure Privacy): 18
How to Setup a Fan Page 19
How to Set Up a Facebook Fan Page for Business 20
How to Set Up a Winning Facebook Fan Page 25
Understanding Vanity URLs 28
How to Create a Facebook Page Vanity URL 25
Understanding Facebok Markup Language (FBML) 30
Facebook Markup Language (FBML) 31
Understanding @Replying 38
HOW TO: Use Facebook’s @Mentions Status Tagging 39
Facebook Do’s and Don’ts 41
Facebook Handout 42
Protect Yourself on Facebook 44
Social Media Roundup/9 Critical Steps: Protecting Yourself on Facebook 45
How to Setup a Twitter Account 51
Getting Started with Twitter 52
The Twitter Guide Book 54
How to Sign Up on Twitter 56
How to Set Up a Twitter Account 58
Twitter 101: How should I get started using Twitter? 60
How to Tweet 62
How to Tweet 63
Reference Sheet 66
Twitter Quick Reference Sheet 67
Twitter Update 68
Twitter Update/All Service Social Media Conference - February 2011 69
How to Maximize the Effectiveness of Twitter: 70
Social Media Roundup/Maximizing the Effectiveness of a Twitter Account 71
Understanding Hashtag Usage 76
HOW TO: Get the Most Out of Twitter #Hashtags 77
What Are Hashtags ("#" Symbols)? 79
How to Build a Twitter List 80
How To: Use Twitter Lists 81
How To Use Twitter Lists 84
How to Create a Flickr Account and Upload Videos 87
Getting Started With Flickr 88
How to Use Flickr: Basics and Beyond 96
Understanding and Using Tags 100
What are Tags? 101
How to Tag Photos on Flickr 103
Tips for Effective Flickr Tagging 104
Caption and Title SEO 105
10 Tips to Boost your Flickr Profile 106
How to Create a Youtube Account 108
2|Table of Contents

Getting Started with YouTube 109
How To: Customize Your YouTube Channel 112
Tips and Tools 114
Tips and Tools for YouTube 115
How to Upload Videos 117
How to Upload a Video to YouTube 118
Understanding and Using Tags, and Captions (SEO) 119
HOW TO: Boost Your SEO with a YouTube Channel 120
YouTube Video SEO Tips from SES Chicago 123
Five Keys for Creating Viral YouTube Titles 126
How to Build a Playlist 128
How Do I Make a Playlist? 129
Customize Your YouTube 130
Customizing Your YouTube Channel 131
Guide to SEO 134
The Beginners Guide to SEO 135
How to Create a Blog 186
Getting Started with Blogging 187
Getting Started with Blogger 193
Do’s and Don’ts of Blogging 197
152 Dos and Don’ts of Business Blogging 198
Blog Comments Dos and Don’ts 202
Tips for Better Blogging 203
Social Media Roundup/7 Tips for Better Blogging 204
Understanding Alt-Text 206
Alt Text Helps People and Search Engines 207
Add Alt Text to Images for Better SEO 209
How To Use HTML Alt Tag in Image of Blogger (Blogspot) Blog? 210
Blog Post SEO 212
The Blog Post SEO Checklist: Before You Publish the Post 213
Blogger Blogpost SEO Tips and Tricks 215
Terms of Use 219
Georgia National Guard Social Media Terms of Use 220
Operational Security (OPSEC) 222
Social Media Roundup- OPSEC and Safe Social Networking 223

3|Table of Contents

How to Setup a Facebook Profile

5|Facebook

-Facebook for Army Organizations
Social Media Roundup

Facebook Basics
 Facebook launched in
February 2004. Since then, it
has become one of the most
commonly used social media
Social Media Roundup platforms.

Facebook for Army Facebook allows users to
create a profile, post content
Organizations on their wall and interact with
Setup, registration and execution other users.
Social Media Fact  All branches of the military
As of July 2010, Facebook had more than 500
million active users. If it were a country,
maintain an official Facebook
Facebook would be the third largest. presence.


Standard Operating Procedure Facebook use in the Army
 Once an Army organization has  As of November 2010, The
decided to create a Facebook Army’s official Facebook page
page, the first step is to read the had over 520,000 “likes.” (see
Standing Operating Procedure glossary for Facebook definitions)

on standardizing official U.S.  There are over 700 unit
Army external official online Facebook pages registered
presences. with the Army.
 This standard operating  Some of the more popular
procedure deals specifically with pages include the 101st
standardizing Army-wide Airborne Division, the 82nd
external official presences to Airborne Division, and the 1st
include Facebook, Twitter, Social Media Fact Infantry Division.
If the Army’s Facebook page were a
Blogs, YouTube, etc.
newspaper, it would be the eight largest with
http://slidesha.re/dkQ7u1 more followers than the Chicago Tribune.


Getting started
 Once an organization has
reviewed the Standing
Operating Procedure, the next
step is to head to Facebook
and sign up.
Getting started  Click on the “create a page”
Setting up a unit Facebook page
link at the bottom of the page.
 With an organization page,
administrators can set privacy
settings and control what kind
of posting rights are granted to
individuals who “like” the page.

6|Facebook

Social Media Roundup Social Media Roundup

Setting up an official page Establishing administrators
 This page will be an official
 After the page name has been
external presence, so make
submitted, Facebook will prompt the
sure the correct box is marked.
individual setting up the page to sign
 Click the government option, in with an existing account or create
and then name your page. a new account. This is for page
 Make sure to reference the
administration purposes.
Standing Operating Procedure for
standardizing official U.S. Army  Keep in mind the account used to
external official online presences sign in here becomes the first
each step of the way.
administrator. As an admin, that
 Before publishing, make sure individual takes on the responsibility
the unit commander has of establishing the page, identifying
granted permission to create other administrators and making
the site. sure there is a plan in place to
transfer the account when the
administrator moves on.


 Now the page is up. But there’s Posting basic information Advanced adjustments
still work to be done.
 At this point, the administrator  Not all of the required additions
must add an official, command and adjustments to the
approved, symbol or unit crest as Facebook page will be
a profile picture. The prompted.
administrator also needs to add  To make sure the page isn’t
basic information and begin overwhelmed by followers or
building the page to meet the spammers, administrators need
needs of the organization. to adjust the posting settings on
 In the information box below the the page.
profile photo, make sure the page  Limiting what followers can post
is identified as the “official” to the page will help mitigate
Facebook presence for your some embarrassing situations.
organization (reference SOP for
suggested wording.)


More adjustments Getting started: Advanced adjustments
Adjusting settings  As mentioned previously,
uncheck the boxes that allow
 Adjusting the setting of the page
users to post videos and photos
is an important step. To start,
to the wall. When content
click on “Edit Page” just under
appears on a Facebook wall,
the page icon.
administrator-approved or not, it
 This is where administrators can
looks like an endorsement.
adjust overall settings (who can
 Also, make sure the default wall
post) and wall settings (what
view is “Only Posts by this
content people can post.)
Page.” This helps make sure
 Uncheck the boxes that allow
the organization’s message
followers to post photos, links
doesn’t get lost in all the wall
and videos.
posts made by followers.

7|Facebook


 There are over 700 Army units
Getting registered registered on the Social Media
Directory.
 Registering sites on this directory
not only gives the Army visibility of
new unit pages, but it lets everyone
Getting registered know which units are using the
Making sure the Facebook page is official platforms.
 Once a new site is registered, the
URL is sent to Facebook so they can
remove the ads. This process
typically takes three weeks.
 The Army Social Media Directory
provides a great opportunity to
Social Media Fact
Get registered at: review what other units are doing
http://www.army.mil/Media/socialmedia/ and discover best practices.


Best Practices
Keep the page vibrant
 A static Facebook page is ineffective.
Static pages are boring and visitors to
the page lose interest quickly.
Best practices  If content on the page is not regularly
Making a Facebook page successful updated, people will stop coming by to
view the page.
 It’s important to mix up the posted
content. Carefully select links to stories,
unit videos and photos related to the
organization's mission. Facebook is
designed to support various forms of
content, take advantage of that.


Best Practices Best Practices Have a posting policy
Daily features  Make sure to draft a posting policy and
include it in the information tab of the
 A good Facebook strategy should
Facebook page.
consider how to keep visitors coming
 Administrators can’t control what users
back.
post to a page, but they do control what
 One way to do this is to create daily
is removed.
features.
 Include these items in the
 Here are some to consider:
organization’s posting policy:
 Photo of the Day
 No personal attacks or threats of violence
 Question of the Week
 No obscenities or indecent postings
 Video of the Week
 No spamming
 Highlighting pages of other units
 Soldier profiles  An example of a posting policy can be
 Fan submitted content viewed on the Army’s Facebook page.
(http://www.facebook.com/USarmy#!/USarmy?v=info)

8|Facebook


Best Practices Reviewing the wall Best Practices Interact with followers
 As mentioned in the last slide, it’s good  There are a lot of great Facebook
to have a posting policy, but just because profiles out there, and some of the best
a posting policy is in place doesn’t mean examples of effective pages are the
everyone is going to follow it. organizations that interact with their
 Make sure to review wall posts frequently followers.
and remove posts that violate the posting  Whether a page has 10 or 1 million
policy. followers, it’s important to reach out
 Keep in mind that social media doesn’t respond to what followers are posting. It
take a break for the weekend. In some creates a dialogue and shows that the
instances, weekend activity on Facebook organization is listening.
can be busier than the week, so watch  Facebook was designed to facilitate
Social Media Fact the organization's wall every day, even
There are no email notifications when a user connections, and if a page fails to
posts to the organization’s Facebook wall, so on days off, holidays and weekends. interact with followers it’s not
regularly monitoring the wall is encouraged.
connecting with them.

-

OPSEC and Facebook
 Be careful with your posts. Do not
post information about troop
movements, U.S. positions,
meetings of top officials, etc.
 Check all photos for indicators in
OPSEC and Facebook the background or reflective
Keeping a Facebook page safe
surfaces.
 Think about the information the
enemy is looking for and then
refrain from posting it.
 Check out the guide on the left at
for more details. It can also be
found on the Slideshare site.
http://slidesha.re/cjFKx1


OPSEC and Facebook OPSEC and Facebook
Privacy settings
 Be familiar with the privacy
settings on an organization’s
Facebook site.
Passwords
 Facebook administrators should
encourage all the Facebook users  Make sure passwords are unique.
in an organization or a unit to take  Use AKO password standards (14 characters, two
a closer look at their own personal uppercase characters, two lowercase characters, two
privacy settings. The enemy can numeric characters, two special characters.)
Social Media Fact
What can the enemy find out about you through learn a lot from an unprotected  Don’t use the same password for every social media site
Facebook? The enemy can find out where you Facebook profile. the administrator is responsible for.
live, your birthday, your phone number and it can
find photos of your family. All of these pieces of  Keep it protected. The whole organization doesn’t need
information can be used to gain an advantage.
administration access to a unit or organization page.

-

9|Facebook


Facebook Glossary
 Profile: Facebook profiles are pages that display an individual user's personal information, as well as all
their interactions with friends.
 Page: Facebook pages are established by organizations to share content with fans, consumers,
stakeholders, etc.
 Wall: Where you and your followers can write on your profile. This is where you post your unit content
and people respond with “Likes” or “Comments.”
Facebook Glossary  Comment: Comment is one of the options for users to give feedback about content. Clicking "Comment"
Terms to know opens up a text box underneath the content. The user can add a note and the note will then appear
under the post.
 Like: An option for giving feedback on content and posts. If a follower doesn’t have any actual
commentary to add but they want to acknowledge the content in some way, they can just choose to say
that they "Like" it. “Likes” also show how many people are following your page.
 Profile/Page Tabs: Profile/page tabs divide content into different sections, such as photos, notes,
information and discussions. Profile/page tabs are located at the top of the page.
 Groups: Groups are a bit different than pages. Users can set join permissions on groups so that they are
either open to anyone, closed (where users must get administrator approval to join) or secret (invite
only).


Contact information
Have questions? Please feel free to
reach out to us at the Online and
Social Media Division

Email:
Ocpa.osmd@us.army.mil

27

10 | F a c e b o o k

Creating a Facebook Profile: A Step-by-Step Guide


Understanding New Facebook Features:


Facebook Pages Redesign


How to Upload Photos and Videos:


How to Upload Photos and Videos on Facebook (And Ensure
Privacy):
Facebook is by far the most popular social networking website
available to netizens. Although it was designed to be extremely easy
for everyone to use, sometimes it can become a bit tricky for a
beginner to do stuff on Facebook and since uploading photos or
videos is a part of the entire social networking phenomenon, here’s
how you can do it.

1. Before you start doing anything on Facebook, it’s advisable to
resize the images to either 1,024 x 768 or 800 x 600 pixels (will take
less to upload and reduce loading times). You can do this by using
any image editing software you know and put them in a special
directory for easier uploading.

2. Login to Facebook with your username and password and look on the left side menu for the “Photos” section. Here you’ll find
the “Upload Photo” link or “Upload video” link. Click them and you’ll be taken to a page where you have two options, the first
one is create album and the second is mobile photos.

3. If you click on mobile photos, you will be provided with an email address where you can mail all your pictures and the photos
will get uploaded automatically. This is a great way to upload pictures if you are using Facebook on a mobile device.

4. In the mobile upload feature, the subject of your email is considered the title of the picture.

5. Choose your album name, the location and a brief description of the album.

6. Next, you will need to choose the privacy levels for this particular album. You have the option to share the album with friends
only, friends of friends, everyone, or choose specific people.

7. You can also go to the customize section and share the album with specific people only.

8. Once you have created the album, a new screen will open up that will help you select the pictures from your hard disk. You
can go to the folder where the pictures are stored and click on the select all button, or you can also choose pictures individually
by selecting them one at a time by pressing CTRL + mouse click.

9. Done selecting? Click on the upload button and you’re done.

After uploading the photos, you can edit, reorganize and even delete the album to create a new one.

Note: this is a guide for beginners; tech-savvy users may already know these so don’t bash us for trying to teach those who don’t.


How to Setup a Fan Page:


How to Set Up a Facebook Fan Page for Business

about me
Jay Massey

how-to for business – Web Services, UWF

– Founder, Coco Design

– Internet marketing strategist
steps to setting up a
– Not an “expert”
business fan page

for sbdc © jay massey 2010 Facebook “How-to” for Business © Jay Massey 2010 2

overview
• Strategy
• Getting started
• Adding content strategy
• Updating
• Promoting
• Summary Steps

skip
Facebook “How-to” for Business © Jay Massey 2010 3

strategy strategy
• Get one…
– Who X 2
• Who is the target audience
• Who is going to update the fan page
– What is the purpose
– When will you update
– Where?
• You are adding a social networking component to your current
marketing / communications plan, plus…
Engagement

Facebook “How-to” for Business © Jay Massey 2010 5 Facebook “How-to” for Business © Jay Massey 2010 6


getting started
sign up or log in

skip

profile vs. page getting started
Personal Profiles are different than Facebook Pages
Personal profile Company “fan” page 1. Log in to Facebook.com
•
•
Friends only
Personal
– Family photos
– Personal thoughts
vs •
•
•
Fans - anyone
Public
It’s about business
– Company overview
2. Go to http://Facebook.com/Pages/
– Privacy issues – Company news & status
– Website & contact info 3. Click on
– Press releases
“You have received a friend request from – Photos & videos
Acme Resort” – Blog RSS feed
– Twitter updates
– Customer engagement


choose a organization category choose type of company



Create Page
adding content
( interactive tutorial )

skip

add company info maximize branding
• Easy to update
– Company logo
– Company information
– Images
– Videos
– Events
– Blog feeds (RSS) 200x600 pixels max
– Proof your Page
– Publish your Page


add applications fbml content (advanced)
• Some app ideas:
• Specialized content
– Static FBML (Facebook Markup Language) - allows
– Add a Custom Tab with Static FBML app
you to include any of your own HTML.
• Advanced functionality using the Facebook Static FBML application.
– Flash Player - upload your own Flash files for This application will add a box to your Page in which you can use
advanced customization. HTML or FBML (Facebook Markup Language) for enhanced Page
customization.
– YouTube Box - import videos you’ve already loaded
to YouTube. • More info search “static fbml” or…
– Simple RSS - import your various feeds. http://www.facebook.com/apps/application.php?id=4949752878
–
• May need to get professional help



customized sample 1 customized sample 2


updating your page
• Facebook (web)

• Twitter
updating • Smart phone

• RSS feed

• Selective Twitter Status application
http://apps.facebook.com/selectivetwitter/

skip

basic promotion tips
• Vanity URL
– Once you have more than 100 fans on your page, set up your
business fan page vanity URL.

promoting – Go to http:facebook.com/username/ and click on the link "Set a
username for your Pages."
• Add Vanity URL to business card & email signature
• Search engines can see you fan page
– Add SEO friendly content just like your web site
• Seek professional help
– I’m just sayin’…

skip


getting some fans create buzz
• Tell your Facebook friends • Get a new domain and point it to fan page
– On the left side of you fan page (when logged in) you will see a link • Use Twitter
"Suggest to Friends". That is a way to suggest your fan page to your
personal connections • Create exclusive content
• Send an email • Hold drawings
– Send a short email to your business contacts asking them to check
out your company's Facebook page and give them a link. • Create a photo / video contest
• Be compelling • Start engaging conversations on Discussion Board
– You will have greater results in gaining fans if you give them a • Call your Fan Page a Fan Club
compelling reason to be a fan, e.g. tip of the week, special offers, etc.
• Paid promotion • Buy social ads
– You can always try a paid promotion. Click on the “Find New Fans” • Acknowledge fans
tab at http://www.facebook.com/advertising/?pages


Facebook Groups
• Provides organizations with ability to share info with
specific groups of individuals both internally & externally
• Your employees & customers are already on Facebook
– Features:
• Tag friends - like in photos
• Full email integration, which will make Facebook Groups the most
summary
powerful group communication tool on the internet
– Business ideas:
• Private Group for employees to share information within your
company - replaces Yammer, Chatter, etc.
• Private Group for your best customers, special promotions
• Private Group for your management team, internal communication


“how to” summary thank you!
1. Sign up or log in to Facebook
2. Go to http://facebook.com/pages/
• SlideShare.com / Coco Design
3. Click on Create a Page (upper right)
4. Select organization category (business, brand, artist, etc.)
5. Select type of company
• LinkedIn.com / in / P Jay Massey
6. Name your page (be careful, you cannot change it)
7. Add content • Twitter.com / Jay Massey
8. Publish your page
9. Get 1000 100, now only 25 fans & pick a vanity URL name • BLOG – Billboard In The Woods.com
10. Consider Selective Tweets application for Facebook
11. Consider customizing your page with FBML, store app, etc.
12. Promote, update, ENGAGE!



How to Set Up a Winning Facebook Fan Page
With more than 300 million active users, Facebook is nearly the size of the United States in terms of population. In fact, odds are
that you’re a Facebook user, perhaps using it to keep in touch with family and friends, with a dash of business thrown in for
good measure. Maybe you look at some of the 2 billion photos uploaded each month, or contribute a few of the 40 million daily
status updates. In short: Facebook is where it’s at, and you’re already there.

But what about your business? Does it use Facebook? If you’re a business owner, you really need to set up a Fan Page, or else
you risk being left behind as more businesses shift to social networks like Facebook. This post is a beginner’s guide to setting up
and getting the most out of a Page on Facebook for your business.

Facebook Pages 101
Facebook Pages are different than profiles. You have a profile for you, Jane Doe, but your business can’t have a profile — it can
have a Page. A Page is a place to house all the pertinent information about your company. They’re so useful because you can
include everything that relates to your business in one place with a built-in potential audience:
- Overview of company
- Website and contact info
- Press releases
- Videos
- Blog RSS
- Twitter updates
- Company news and status
- Customer interaction
One of the major benefits of a Page on Facebook over (or in addition to) a webpage is that it’s so simple to update. With a
website, if you’re not technical, you have to contact your web developer, who will then charge you to make even a tiny change.
With Facebook, updates are as easy as logging in and typing or uploading. The fresher your content, the more you will engage
people.

Setting Up Your Page
Once you’ve logged in to Facebook, scroll to the bottom and click on
Advertising. Then click Pages and Create a Page. Select the type of
business you own and start filling in all the details. The more info you
add, the better your page will be (and remember: Google thinks highly of
Facebook in its search engine results).

Make sure to include your company logo, any RSS blog feeds that are
relevant, videos, images — the whole nine yards. Once you’re satisfied
with the Page, publish it, then get ready to dive into promotion.

Enhance Your Page with Apps
You can also enhance your Facebook Page by adding applications to it. Apps add
particular functions to your page, such as drawing in your blog’s RSS feed (the
Social RSS app is a good example of this) or YouTube videos. They are a great way
to further engage visitors to your Page and provide them reason to come back,
and there are hundreds of apps designed to help you do business better on
Facebook.

Another option you have is to internally develop a new app. Pizza Hut’s Order
App which allowed fans to order their pizzas directly through Facebook was a
huge hit, for example. Red Bull has a custom application on its Page that pulls in
Twitter updates from all of the athletes they sponsor. Developing a custom app


for your Facebook Fan Page can be pricey, but if you can afford it or have in-house development talent that can get the job
done, it can be very rewarding.

Promoting a Page
The tricky thing about Facebook Pages is that you can’t friend someone the way you can from your profile. People can elect to
become fans of your Page, but only if they know about it. So you’ve got to spread the word organically (and keep doing it) to
introduce people to your Page and to your company.

First identify contacts from your profile that are either business connections, people working in a field related to your business,
or who would otherwise benefit from the information your company provides, and invite them to become a fan of the Page.
Send a short note explaining what you want to offer from the Page (remember, people are thinking “what’s in it for me?”) and
include a link to the Page.

You should also promote your Page elsewhere online by putting a Facebook Page button on your website to help others find it,
spreading the word on Twitter if you’re there (and you should be), sending out an email notification, or putting a link on your
business cards. Do whatever it takes to help people know that you’re on Facebook and you want them to become a part of your
community.

Get the Most Out of Your Page
If you’ve got a brand that already has a strong following like Zappos.com or True Lemon, a Facebook Page can be a great way to
launch a community. Encourage discussion among fans by asking questions like: “what’s your favorite product?” or “what could
we do to improve our product?” Post updates weekly, if not daily and point your fans to any off-site promotions, such as
giveaways hosted on different web sites.

And keep it fun! Nobody likes straight up business all the time! Zappos, for example, has crazy videos and posts that aren’t
related to shoes, which is why their fan base is well over 21,000.

It will take time to build your fan base, so remember to keep sending out invites to new contacts asking if they want to become a
fan of your business Page. Constantly promote the Page in any way possible, and keep your content fresh — give people a
reason to check in on your page regularly.

Check your analytics: before long you should see a large portion of your website’s referrals coming from Facebook!

Wrapping it Up
Your Facebook efforts will be ongoing, so plan to dedicate a few hours each week to getting new fans and updating content.
You’ll quickly appreciate the instant ability to connect with customers and future customers through this social media tool!


Understanding Vanity URLs:


How to Create a Facebook Page Vanity URL
If you don't already have a Facebook page or your business, go create one. With over 500 million active users, Facebook is a
powerful network to tap into to expand the online footprint of your business.

The next step in personalizing your business page is to get a username to create a vanity URL (customized web address). By
default, your Facebook page will get a randomly assigned number and URL (facebook.com/pages/yourbusiness/123456789), but
last summer, Facebook made it possible to customize your Facebook page URL
(facebook.com/yourbusiness).

Choosing a username is optional but adds an extra level of professionalism to
your business page and gives you a shorter, more memorable web address for
your business page. Don't hesitate - you want to ensure that you get your
business name before someone else does.

Here's How to Create a Facebook Page Vanity URL:

1.) Visit facebook.com/username to walk through the wizard to choose the
username for your vanity URL.

2.) Choose a username for your personal profile. Before choosing a
username for any of your business pages, you must choose a username for
your personal profile. If you don't have a personal profile yet, you'll need to
create one. Facebook will give you a few suggested options based on your
name. Select one of the suggested options or write out your own. Check the
availability and confirm your choice.

3.) Choose a username for your business page. It's best to simply
choose your business name. You are commiting to this username
forever, so you want to make sure it will stick with you as your business
grows and changes. If you have multiple pages, you can choose a
username for each.

What Are The Requirements?

 Usernames can only include alphanumeric characters (A-Z, 0-9)
or a period (.).
 You can only have one username per page.
 Your page must have at least 25 fans to establish a vanity URL. This is to prevent name squatting.
 Usernames are not transferrable or editable.
 Some generic words (such as "flowers" or "pizza") are not available.
 If your trademarked name has already been taken, you can notify Facebook of this intellectual property infringement.
 For more FAQ, check out the Facebook Help Center.


Understanding Facebook Markup Language (FBML):


Facebook Markup Language (FBML)
We are in the process of deprecating FBML. If you are building a new application on Facebook.com, please implement your
application using HTML, JavaScript and CSS. You can use our JavaScript SDK and Social Plugins to embedded many of the same
social features available in FBML. While there is still functionality that we have not ported over yet, we are no longer adding new
features to FBML.

FBML enables you to build Facebook applications that deeply integrate into a user's Facebook experience. To use JavaScript
within FBML, use FBJS.
Tools
User/Groups
Notifications and Requests
Platform Internationalization
Deprecated
Status Messages
Page Navigation
Wall
Visibility on Profile
Profile-specific
Misc
Editor Display
Embedded Media
Dialog
Additional Permissions
Social Plugins
Message Attachments
Forms

Tools
fb:board
Displays a discussion board with a unique identifier.
fb:bookmark
Renders a button that lets a user bookmark your application so a link to your application appears on the user's profile.
fb:chat-invite
Enables your users to initiate Facebook Chat with their friends from within your applications.
fb:comments
Displays a set of comments for a unique identifier.
fb:default
For a group of fb: tags contained within an fb:switch tag, the fb:default tag renders any content inside itself if no other fb: tag
inside the fb:switch tag renders code before it.
fb:else
Handles the else case inside any fb:if, fb:if-* or fb:is-in-network tag, and with age and location restricting tags.
fb:feed
Renders an application-specific News Feed, which displays recent application stories about the logged in user's friends.
fb:friend-selector
Renders a predictive friend selector input for a given person.
fb:google-analytics
Inserts appropriate Google Analytics code into a canvas page.
fb:if
Only renders the content inside the tag if value tag is set to true.
fb:if-multiple-actors
Displays the enclosed content when more than one actor is involved in a Feed story.

fb:multi-friend-input
Renders a multi-friend form entry field like the one used in the message composer.
fb:quantcast
Inserts appropriate Quantcast code into a canvas page.
fb:random
Randomly chooses an item inside the tags based on the weights provided.
fb:random-option
Contains code to be output when selected by the fb:random tag.
fb:switch
Evaluates every fb: tag inside and returns the first one that evaluates to anything other than an empty string.
fb:typeahead-input
Creates a type-ahead tool (as suggested) that will give you the results that you specify.
fb:typeahead-option
This tag specifies the values for a typeahead form input.
fb:user-agent
Displays the contents wrapped inside the tag to the specified user-agents.

User/Groups
fb:eventlink
Prints the specified event name and formats it as a link to the event's page.
fb:grouplink
Prints the specified group name and formats it as a link to the group's page.
fb:if-can-see
Displays the enclosed content if the logged in user can see the specified what attribute of the specified user.
fb:if-can-see-photo
Displays the enclosed content only if the logged in user can see the photo specified.
fb:if-is-app-user
Displays the enclosed content only if the specified user has accepted the terms of service of the application (that is, authorized
your application).
fb:if-is-friends-with-viewer
Displays the enclosed content only if the specified user is friends with the logged in user.
fb:if-is-group-member
Displays the enclosed content only if the specified user is a member of the specified group.
fb:if-is-user
Only renders the content inside the tag if the viewer is one of the specified user(s).
fb:if-is-verified
Displays the enclosed content only if Facebook has verified the current user.
fb:name
Renders the name of the user specified, optionally linked to his or her profile.
fb:profile-pic
Turns into an img tag for the specified user's or Facebook Page's profile picture.
fb:pronoun
Renders a pronoun for a specific user.
fb:user
Hides the content enclosed in this tag from any user who is blocked by the user whose uid is referenced in fb:user.
fb:user-status
Returns the status of the user specified by uid.

Notifications and Requests
fb:application-name
Renders the application name.
fb:multi-friend-selector
There are actually two versions of this button - the full version and the condensed version.

fb:multi-friend-selector_(condensed)
There are actually two versions of this button - the full version and the condensed version.
fb:req-choice
Specifies a button to be shown at the bottom of a request on the user's requests page.
fb:request-form
Creates a form that sends requests to the selected users.
fb:request-form-submit
Creates a button that submits an fb:request-form.

Platform Internationalization
fb:date
Renders a date.
fb:fbml-attribute
Contains the value of an attribute of an FBML tag.
fb:intl
Marks a string of English text as translatable into other languages.
fb:intl-token
Contains an attribute that replaces a token (variable) in the text of an fb:intl tag.
fb:tag
Renders an HTML tag.
fb:tag-attribute
Contains the value of an attribute of an HTML tag specified by fb:tag.
fb:tag-body
Contains the body (contents) of an HTML tag specified by fb:tag.
fb:window-title
Sets the title of the browser window to the content within the tag.

Deprecated
fb:if-is-own-profile
This tag is deprecated, since if- tags are no longer allowed on profile pages.
fb:if-user-has-added-app
Displays the enclosed content only if the specified user has added the application to their account.
fb:networklink
Prints the specified network name.
fb:notif-email
Specifies content of the email body for a notification sent with the notifications.send call.
fb:notif-page
Specifies content of a notification that appears on a user's Notifications page.
fb:notif-subject
Specifies the content of the email subject line for a notification sent with the notifications.send call.
fb:profile-action
Renders a link on the user's profile under their photo (such as "View More photos of..").
fb:rock-the-vote
Displays a Rock the Vote & CREDO Mobile registration widget inline in your application.
fb:userlink
Prints the specified user's full name linked to their profile along with their network, optionally (as is normally displayed on the
Wall, for example).
fb:visible-to-added-app-users
Displays the enclosed content only if the viewer has added the application to their account.
fb:visible-to-user
Only displays the content inside the tag if the viewer is the specified user.

Status Messages
fb:error

Renders a standard Facebook error message.
fb:explanation
Renders a standard Facebook explanation message.
fb:message
Renders the heading text for an error, explanation or success message.
fb:success
Renders a standard Facebook success message.
Page Navigation
fb:create-button
Renders a Create button for adding user-generated content.
fb:dashboard
Renders a standard Facebook dashboard header.
fb:header
Renders a standard Facebook title header.
fb:header-title
Specifies the header title for a fb:mediaheader.
fb:help
Renders a help link.
fb:mediaheader
Renders a standard media header, intended mainly for displaying content contributed by a particular user.
fb:owner-action
Specifies an action link to be displayed inside a fb:mediaheader when the viewer is the owner of the content
fb:tab-item
Renders a standard Facebook tab.
fb:tabs
Renders a group of standard Facebook navigation tabs.

Wall
fb:wall
Emulates the look of a wall environment.
fb:wallpost
Renders a Wall-style post.
fb:wallpost-action
Displays a link at the bottom of a wallpost (even if it appears before other text within the fb:wallpost tag).

Visibility on Profile
fb:18-plus
Restricts content to users who are age 18 or older.
fb:21-plus
Restricts content to users who are age 21 or older.
fb:restricted-to
Lets you tailor the enclosed content to display to specific ages, locations, or content types.
fb:visible-to-app-users
Displays the enclosed content only if the viewer has granted full permissions to the application.
fb:visible-to-connection
Use this tag to display the content inside the tag on a user's or a Facebook Page's profile only if the viewer is a friend of that user
or is a fan of that Facebook Page.
fb:visible-to-friends
Use this tag to display the content inside the tag on a user's profile only if the viewer is a friend of that user.
fb:visible-to-owner
Displays content inside only if the viewer of the profile matches the profile owner.
Profile-specific
fb:action

Renders a link, usually for navigational purposes.
fb:add-section-button
Renders an Add to Profile or Add to Info button (depending upon which section attribute you specify) on an application's canvas
page.
fb:if-section-not-added
Renders the content wrapped within this tag on an application canvas page if the user hasn't added a condensed profile box or
info section to her profile.
fb:narrow
Renders the content contained by the tag only if the profile box is in the narrow column of the profile.
fb:publisher-link
Renders an anchor tag around the internal content pointing to a profile with the application's Publisher preselected.
fb:subtitle
Defines the subtitle for the profile box.
fb:user-item
Renders a single cell of a table, which contains a thumbnail and name for a particular user, similar to the Mutual Friends table on
profile pages.
fb:user-table
Renders a table, each cell of which contains a thumbnail and name for a particular user, similar to the Mutual Friends table on
profile pages.
fb:wide
The enclosed content appears only when profile box is in the wide column of the profile.

Misc
fb:add-profile-tab
Renders a button that lets a user add your application or site's application tab to his or her profile
fb:fbml
This tag serves two purposes.
fb:fbmlversion
Prints the version of FBML currently in scope.
fb:js-string
This tag renders a block of FBML into an FBML block variable instead of rendering it on the page.
fb:page-admin-edit-header
For apps that can be added to Facebook Pages, this adds a standardized edit header for canvas pages so that the Page owner can
easily jump to their Page's app configuration.
fb:redirect
Redirects a user's browser to a new URL within the Facebook canvas.
fb:ref
Fetches and renders content (like FBML or JavaScript) from a given ref source onto your canvas pages.
fb:serverFbml
Renders the FBML on a Facebook server inside an IFrame.
fb:time
Renders the date and time in the user's time zone.
fb:title
Sets the page's <title> tag to its contents.
Editor Display
fb:editor
Creates a form with two columns, just like the form on the edit-profile page.
fb:editor-button
Renders a button of type submit inside an fb:editor tag.
fb:editor-buttonset
A container for one or more fb:editor-button tags, which are rendered next to each other with some space between each
button.
fb:editor-cancel


Renders a Cancel button inside an fb:editor tag.
fb:editor-custom
Allows you to put any content into an fb:editor block, as long as it is valid FBML.
fb:editor-date
Creates two drop down list boxes that let a user select a date.
fb:editor-divider
Renders a horizontal line separator in the column containing the form elements.
fb:editor-month
Creates a form selector element displaying the month.
fb:editor-text
Creates an <input> of type text.
fb:editor-textarea
Creates a <textarea> element.
fb:editor-time
Creates a series of form selector elements showing the time in hours and minutes, and an AM/PM indicator.

Embedded Media
fb:flv
Renders a Flash-based FLV player that can stream arbitrary FLV (video/audio) files on the page.
fb:iframe
Inserts an <iframe> tag into an application canvas page; you cannot use the tag on the profile page (that is, application tabs and
profile boxes).
fb:mp3
Renders a Flash-based audio player.
fb:photo
Renders a Facebook photo.
fb:silverlight
Renders a Microsoft Silverlight control.
fb:swf
Renders a Shockwave Flash (SWF) object.

Dialog
fb:dialog
The fb:dialog tag displays a lightbox-type dialog box when a user clicks on some element.
fb:dialog-button
Renders a button for the fb:dialog popup.
fb:dialog-content
The fb:dialog-content tag is a child of fb:dialog and represents the content that gets displayed inside the popup dialog when it
appears.
fb:dialog-title
fb:dialog-title is a child of fb:dialog and renders a title for what is displayed inside the popup dialog.
Additional Permissions
fb:prompt-permission
Renders the content of the tag as a link that, when clicked, initiates a dialog requesting the specified extended permissions from
the user.

Social Plugins
fb:comments
Displays a Comments Box on a Facebook Connect site or in an IFrame application.
fb:live-stream
Use this tag to render a Live Stream Box social widget on your FBML canvas pages or Facebook Connect sites.
Message Attachments
fb:attachment-preview

Renders a link in a message attachment that, when clicked, replaces that attachment with newly fetched content.
Forms
fb:captcha
Renders a CAPTCHA on your canvas page inside of a form.
fb:submit
Creates a JavaScript submission mechanism for a form, which makes image or text links act as Submit buttons.


Understanding @Replying:


HOW TO: Use Facebook’s @Mentions Status Tagging
As you may know, Facebook rolled out its planned new feature that lets you “tag” other users in your status updates earlier
today.

It’s very similar functionality to @replies on Twitter, and
most folks will be pretty familiar with how it works and why
you’d want to use it. Still, there are some differences to
note, and some may appreciate a basic walkthough of how
the new feature works.

Facebook’s version of the feature, like Twitter, also uses the
@ symbol to invoke. However instead of having to simply
know or remember the person’s username you’d like to tag,
Facebook will generate an auto-suggest dropdown based on
what you’ve typed after the @ symbol:

This is a nice touch considering that the scope of Facebook’s
status tagging feature goes beyond just being able to tag your
friends. You can also tag pretty much anything you’re
connected to in the Facebook universe: companies, brands,
artists and shows — anything that has a Facebook Page. You
can also tag events and groups you’re a part of.

Once the item you’re wanting to tag appears in the list, all you have to do is click on it to select it and include a linked version of
that entity in your status update:

Unlike Twitter, the @ symbol won’t actually remain as a part of your
update; it’s merely the syntax that invokes the tagging feature itself. Instead, the full name of the person, page, event or group
you tagged is now contained in your status update, contextually linked to its actual page. When your friends see your status
update, they’ll be able to click on any of those links to find out
more and possibly friend, fan, join or attend whatever you linked
to:

Here’s an example of using a status update to tag an event:

And here’s the result after I’ve selected the correct event I want to tag
in the update:

One complaint we have about the new feature is that it only works in your status updates, or if you post to someone else’s wall
using the Share widget on their page. That means you can’t tag anyone inside of comments, which to us — and probably most


other folks who are used to Twitter‘s implementation of this feature — seems like a “missing” feature. It doesn’t really matter
where the conversation is happening, and I may have occasion to want to tag something inside a discussion thread just as
frequently as I might in a status update.

Apparently we’re not the only ones who have griped about this already, because Facebook’s Randi Zuckerberg mentioned in a
spot on CNN today that a lot of folks had been requesting tagging within comments. She said Facebook is now considering that,
and “it may happen.” We’ll be keeping a close eye on it of course, and will let you know if and when we hear about tagging
coming to comments as well.

Otherwise, as you can see, the new status tagging feature is fairly easy to use, and could help direct you and your friends more
easily to other content around Facebook they might also like. However, we don’t see too many of our friends making use of it
quite yet — have you been making any use of the new status tagging feature yet? Have you noticed your friends making use of
it? Share your experience so far in the comments.


Facebook Do’s and Don’ts:


Facebook Handout

Facebook Quick Reference Sheet – techniques learned from the very best pages
Do:
 Start with a strategy – how does social media fit into your overall communication goals?
 Scatter your posts throughout the day; do not clump all together
 Post on weekends and evenings, and evaluate which time works best
 Tag at least one other page in each post
 Try to ask an engagement question for every post
 Respond to questions in a timely manner
 Post and follow a comment policy, and enforce it
 Remember to post in a friendlier tone, but not unprofessional
 Spell check every post prior to posting
 Thank your followers and praise them often
 Use lots of quality photos (be sure to add as many details about the photo as possible – or ask your audience to add
details as an engagement item; also ask them to tag themselves or others)
 Use short, raw, catchy video
 Ask yourself: would I share that with my friends?
 Mix it up: photos, questions, videos, sharing others' content, news stories, etc.
 Add a personal touch; connect with your audience
 Set defaults to show only your posts first (after all, this is a command information platform, and this allows your
message to be seen first, and allows others to still comment on your wall)
 Welcome participation, collaboration, and feedback
 Get a short, smart vanity URL (facebook.com/username) (available only after 25 followers)
 Update top 5 photos often (show a variety of activities, angles, personnel, etc)
 Have someone else read your posts before you post them (to see if they make sense)
 Track metrics and evaluate how content performs. Determine what metrics are important to you before you engage, set
a benchmark and track over time.
 “Like” sister or similar organizations, and tag them often
 Post information or comments on other pages, while using your organization’s page (be mindful if you are posting as
organization or business)
 Always use OPSEC when posting
 Identify/find SMEs to answer questions that come up on your page, or direct them to SME
 Avoid using automated posting services to post same content to multiple sites
 Ask your followers what they would like to see on the page

Don’t:
 Post too many times a day (you will lose followers)
 Clutter all your posts at one time
 Do not be too promotional
 Use boilerplate messages or snoozy press releases, unless necessary
 Use social media (teen) language in professional posts (ex: I wanna b ur bff 2day & 4evr)
 Use geo-tagged programs on your page (ex: showing where you are Tweeting or FBing from)
 Post a link without giving some sort of lead, description, or call to action
 Remove content just because you don’t like it. If it doesn’t violate your comment policy, leave it!

Remember:
 You do not control what happens to a message once it is posted

 It only takes one unprofessional slip to taint a reputation
 If you do not have a lot of time to monitor, then set tighter restrictions (photos, videos, comments, etc.)


Protect Yourself on Facebook:


Social Media Roundup/9 Critical Steps: Protecting Yourself
on Facebook

Agenda
This week’s Social Media Roundup outlines 9 critical
steps that can help protect your personal information
and privacy while on Facebook.

9 Critical Steps: • Introduction
Protecting Yourself on Facebook • 9 Critical Steps
• Additional Resources


Introduction 9 Critical Steps
#1: Friends Only
#2: Less Sharing
#3: Personal Protection
 Facebook is an effective tool Army organization members can use to
#4: App Remover
communicate their messages and tell organization stories. Facebook is also a
way for Soldiers to stay connected. But Facebook use is not without its risks. #5: Limited Access
 Sharing too much information on Facebook can result in OPSEC violations,
#6: Don’t Take it Personal
identity theft, spam, home break-ins and computer viruses.
 Using social media platforms like Facebook should be a balance between #7: Stealth Mode
communicating with friends and family and protecting your privacy and online
safety.
#8: Good Networking
 Facebook’s default privacy settings are often public, but Facebook provides #9: Don’t Become a Target
various setting options that help Facebook users adjust and customize their
privacy settings.


Step #1: Friends Only Friends Only
 To take a closer look at your settings, click on your account at the upper right  These are the settings recommended by the Army. Sharing only with friends
corner of your page. As you’ll see, if you haven’t already adjusted them, your eliminates the risk of your content falling into the hands of people you’ve never
privacy settings will be set to the Facebook default. met.
 When you list something as “other” it typically means you’ve customized your
settings further than the categories offered in the first three columns.


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