Facebook 101 Presentation for Non-Federal Government

1. (c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0

2. Facebook and Government 101
Adam Conner
Facebook, Associate Manger, Privacy and Public Policy

3. Why Facebook?

4. Facebook Mission:
Give people the power to share and
make the world more open and
connected.

5. Support The Campaign for
Breast Cancer Research
2,034,363 members — $40,334 donated

6. Support The Campaign for
Breast Cancer Research
2,034,363 members — $40,334 donated
6 of your Friends Joined the group
Support
the Campaign For Breast Cancer 10:15am

7. Support The Campaign for
Breast Cancer Research
2,034,363 members — $40,334 donated
6 of your Friends Joined the group
Support
the Campaign For Breast Cancer 10:15am

8. Support The Campaign for
Breast Cancer Research
2,034,363 members — $40,334 donated
6 of your Friends Joined the group
Support
the Campaign For Breast Cancer 10:15am

9. Facebook Scale
Rapid #1 Daily #1 in Time Spent #1 in User Loyalty
Growth Reach
Faceboo
k
46% NPS
Facebook
Facebook 6hr
40% 7 50%
400M
24min
33%
Google Google
Yahoo
6
300M
4
Yaho
200M o
3
Googl
e
100M 1 Yahoo
400M Worldwide
100M US
50% return daily 0% 0 0%
0M Source: CI Brand Study; US
Source: Facebook Internal Feb 2010 Source: Compete.com, US 30 day active, Jan 2010 active users, Aug 09
Source: Nielsen, Dec 09

10. Most engaging home page on the
Internet
Daily
197 minutes 24 visits 54% daily
Average minutes per user Average visits per user Active users log in
(monthly) (monthly) (daily)
Source: Worldwide comScore October 2009 & Facebook Internal Data, November
2009

11. Demographic breakdown worldwide
Gender Age
14%
Fastest growing
demographic 27%
51% 49%
31%
28%
male 13-17 18-24
female 25-34 35+
Source: Total. active audience Facebook internal data November 2009

12. The social marketing & information
platform
Authentic Authentic
Informed Informed
Connected Connected

13. Facebook Basics

14. Profile vs. Pages
▪ Profiles for
Individuals
▪ Pages for
Organizations
▪ Similar looking
▪ Different
optimized features

15. Pages vs. Groups
▪ Look similar
▪ Groups are for users
▪ Example
▪ Boston Red Sox - Page
▪ 1,000,000 Boston Red Sox Fans - Group
▪ Some of your biggest supporters
▪ Grassroots
▪ Can’t control it
▪ Free Speech
▪ Not allow:
▪ Impersonations
▪ Threats of Violence

16. A Page for Every Agency
Citizens want to Connect

17. Create A Page
▪ Facebook.com/Page
▪ Ensure that you have authority to
create a page.
▪ For an agency (organization) select
“Brand, Product, or “Organization”
and “Government.”
▪ For an agency head, (person) select
“Artist, Band, or Public Figure” and
“Government Official.”

18. Page Admins
▪ You do not “login” to a page,
you login to your account
which controls a page.
▪ All pages require an admin.
▪ Best practice is for all pages to
have multiple administrators.
▪ You can invite admins who are
already on Facebook or via
email.
▪ Admins are not public.

19. Page Admins Explained
Adam’s Profile
Profile
Adam's
Account:
Login as Adam
admin Page
s
admin
s
Bob’s Account:
Login as Bob
Bob’s Profile
Profile

20. Wall Tab
▪ An active wall looks like, a
stream of information.
▪ The US Army posts articles,
photos, and videos.
▪ Distributed to their now
almost 314,000 fans.

21. Comments
▪ You can not turn off
comments on posted items.
▪ Facebook does not work
without comments.
▪ Wall posts can be turned off.
▪ Encourage you to allow
posts.
▪ Have a posted comments
policy like the US Army.
▪ Third-Party monitoring
software is available.

22. Comments
▪ You can not turn off
comments on posted items.
▪ Facebook does not work
without comments.
▪ Wall posts can be turned off.
▪ Encourage you to allow
posts.
▪ Have a posted comments
policy like the US Army.
▪ Third-Party monitoring
software is available.

23. Comments
▪ You can not turn off
comments on posted items.
▪ Facebook does not work
without comments.
▪ Wall posts can be turned off.
▪ Encourage you to allow
posts.
▪ Have a posted comments
policy like the US Army.
▪ Third-Party monitoring
software is available.

24. Deleting Comments and Banning Fans
▪ Ensure this complies with
your posted comments
policy.
▪ Admins can delete
comments and ban
troublesome fans.
▪ Click the “Delete” button to
delete a post
▪ To Ban a Fan - Click the
“Report” button to report
the fan and check
“Permanently ban this
person from this Facebook
Page.”
▪ Use only when necessary.

25. Directory Pages
▪ Social Media Directory -
Navy
▪ Involver makes an “Other
Pages” tab to list pages to
display on your Facebook
Page.

26. Directory Pages
▪ Social Media Directory -
Navy
▪ Involver makes an “Other
Pages” tab to list pages to
display on your Facebook
Page.

27. What Do These Two Have in Common?

28. What Do These Two Have in Common?

29. What Do These Two Have in Common?

30. The Difference? Content.

31. The Difference? Content.

32. The Difference? Content.

33. Delivering Your Message
▪ Think about how your content
appears on Facebook
▪ Example: Importing from a blog
▪ One shot at delivering your
message.
▪ Image, key message, headline,
see more, etc.

34. Insights
▪ See the new Facebook
Insights at
facebook.com/insights
▪ Facebook Insights
measures user
exposure, actions, and
behavior relating to
your Social Ads and
Facebook Page
▪ Insights is a free
service
▪ Only Page admins can
view this information
▪ Only authenticated

35. Coordinated Campaigns

36. Coordinated Campaigns
▪ Embed an email sign-up on
your page.

37. Coordinated Campaigns
▪ Embed an email sign-up on
your page.
▪ Email your list and ask them
to become a fan.

38. Coordinated Campaigns
▪ Embed an email sign-up on
your page.
▪ Email your list and ask them
to become a fan.

39. Coordinated Campaigns
▪ Embed an email sign-up on
your page.
▪ Email your list and ask them
to become a fan.
▪ Place your URL on materials

40. Coordinated Campaigns
▪ Embed an email sign-up on
your page.
▪ Email your list and ask them
to become a fan.
▪ Place your URL on materials
▪ Rapid-Response

41. Coordinated Campaigns
▪ Embed an email sign-up on
your page.
▪ Email your list and ask them
to become a fan.
▪ Place your URL on materials
▪ Rapid-Response
▪ Applications

42. Coordinated Campaigns
▪ Embed an email sign-up on
your page.
▪ Email your list and ask them
to become a fan.
▪ Place your URL on materials
▪ Rapid-Response
▪ Applications
▪ Video Responses

43. Coordinated Campaigns
▪ Embed an email sign-up on
your page.
▪ Email your list and ask them
to become a fan.
▪ Place your URL on materials
▪ Rapid-Response
▪ Applications
▪ Video Responses

44. Facebook Connect
▪ Login
▪ Can now require email
▪ Fan Box
▪ On your site.
▪ Become a fan off Facebook.
▪ Livestream
▪ Events
▪ Question and Answers
▪ Build an application
▪ On and off Facebook

45. Facebook Plugins
▪ http://developers.facebook.com/plugins

46. Ads - Facebook.com/advertising
Create

47. Ads - Facebook.com/advertising
Target Connections

48. Facebook and Accessibility
▪ Facebook provides an audio
captcha alternative to the
written captcha, allowing a
screen reading user to register
with the site.
▪ Facebook provides an HTML only
version of the site, our mobile
version of the site is HTML
(http://m.facebook.com).
▪ We do provide shortcuts on
Facebook for keyboard-only
users

49. Best Practices and FAQs

50. Concerns
▪ What if someone says something negative?
▪ Can I just turn off comments?
▪ We have a website, why Facebook?
▪ We don’t have time for this.
▪ Can’t we have a work profile, an organization profile, and my
own profile?
▪ Archiving questions
▪ Disability Access

51. Checklist
▪ Setup a Facebook Page, Add Content to the Page, & Publish the
Page
▪ Establish a system for regularly updating a Page
▪ Add a Comments policy
▪ Brief your boss/management on Facebook and ask them to
contribute
▪ Buy Ads to Promote the Page
▪ Add a username to the Page
▪ Put a Fanbox on your Website
▪ Add your Facebook URL to everything
▪ Post Content via Mobile
▪ Make a video thanking your fans

52. Resources
▪ facebook.com/government
▪ facebook.com/congress
▪ facebook.com/nonprofits
▪ facebook.com/facebookpages
▪ facebook.com/help

53. (c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0