1. Social Media 101
New tools for your Mission to Serve
This reference sheet addresses some of the most commonly-asked
questions about Facebook, starts you on the first steps toward creating a
page or group, and offers a number of resources you should find helpful.
Terminology:
Facebook Pages  Facebook Pages or “Fan Pages” are similar to personal profiles – they are the
“personal” profile for a brand, company, celebrity, movie, etc.
 Similar to, but in place of “friends,” Pages have people who “Like” them, usually we
call them “Fans” (the “Like” button used to say “Become a fan,” and this terminology
is often used interchangeably with “Like”
 Pages can communicate via “updates,” post photos and host applications.
 Any fan can write on a Page wall
 Pages can host applications and events
Facebook Groups  Groups are analogous to clubs in the offline world.
 Groups are either open to anyone, closed (administrator must approve new members)
or secret (invite only).
 Groups have administrators who manage the group, have officers and can host events
 Groups must have a “parent” Page or Profile before they can be created. This can be
your personal profile or your club’s Page
Which do I use? CHOOSE to set up a GROUP if:
 You are facilitating communication with a group of people who are more likely to have
a real connection (e.g. belong to an actual offline club)
 It is appropriate that your personal profile is also your identity as the Group
administrator
 You have fewer than 5,000 members and would like to send direct messages to their
Facebook inboxes
 Need control over who gets to participate. Permission settings make it possible for
group admins to restrict access to a group, so that new members have to be approved
CHOOSE to set up a PAGE if
 You want it to represent a brand, businesses or organization, band, movie, celebrity,
etc.
 You want customers or fans to interact with the Page, but not necessarily with your
personal profile.
 You are okay with fans writing on your wall (you have less control) and/or you need to
be able to send updates to more than 5,000 people
 Have a need to host a particular Facebook application
A word about
Privacy & Security You can set very customized privacy controls in Facebook. Take this tour and learn all
about the many options you have. http://www.facebook.com/privacy/explanation.php
Social Media Guides & Best Practices Prepared for Sertoma by EAG

2. The first Step Create Your Account
 You must have a personal profile as an individual, even if you wish to just set up a
Page or a Group for your organization
 Must provide a minimum of: your full name, email address, desired password, gender,
and date of birth (although personal information can be protected)
 You can join existing school alumni and workplace networks
 Facebook makes it easy to find friends, classmates & coworkers (who can then
become Facebook “Friends”
The Second Step Begin Creating Your Profile
 Your profile allows you to share your interests, activities, and anything else you want
to include with people you connect to on Facebook
 Your Facebook profile is about representing yourself and sharing what’s going on in
your life with your friends
Common Questions What is the Like feature?
“Like" is a way to give positive feedback or connect with things you care about on
Facebook. You can “like” content that your friends post or Pages of companies and
organizations.
What does it mean to "Like" a Page?
When you click "Like" on a Page, you are making a connection to that Page. The Page
will be displayed in your profile, and in turn, you will be displayed on the Page as a
person who likes that Page. The Page will also be able to post content into your News
Feed.
What does it mean to "Like" a piece of content that's been posted?
Clicking "Like" under something you or a friend posts on Facebook as an easy way to
let someone know that you enjoy it, without leaving a comment.
Facebook
Applications  Applications are games or other programs that run inside of Facebook and have
access to your social data (if you grant such access)
 Many of Facebook’s user-favorite applications come installed by default on every
profile: photo sharing, video sharing, user groups, or events functionality
 The main place to find Facebook applications is the site’s official App Directory. You
can access the directory by click on the “Applications” button in the lower left hand
corner of the Facebook screen and then clicking on the “Browse More Applications”
link.
Using Facebook as
a Sertoma Member  Share information about who and what Sertoma is
 Promote your causes and activities
 Recruit volunteers
 Raise funds
 Facilitate communication among club members
Social Media Guides & Best Practices Prepared for Sertoma by EAG

3. What Could You Do with a Page for Your Local Club?
Communicate and connect
 What is Sertoma? Get the word out about your club activities and accomplishments!
 Share information among members, other clubs, and the media (including bloggers!)
 Connect to the national Sertoma page and other Sertoma clubs
 Recruit new members and volunteers
Promote an event
Use Facebook to announce events, gain interest, tell others who is coming. See how
other Sertoma clubs currently use Facebook to promote events.
Resources  Mashable.com has an entire Facebook Guide, starting with the basics, here:
http://mashable.com/guidebook/facebook/
 Some topics you might find of particular interest for Sertoma clubs include
How nonprofits are using Facebook
http://mashable.com/2009/06/25/facebook-cause-pages/
Elements of a successful fan page
http://mashable.com/2009/03/30/successful-facebook-fan-page/
How to manage a Facebook Group
http://mashable.com/2009/10/07/facebook-groups/
How to organize an event using Facebook
http://mashable.com/2009/10/14/facebook-events-guide/
Other nonprofits & social service organizations
using social media – examples
YouTube American Red Cross
http://www.youtube.com/user/AmRedCross
Facebook article
http://minnesota.publicradio.org/collections/special/columns/news_cut/archive/2009/0
3/facebooks_flood_fighters.shtml
Twitter feed of the 1010 project
http://twitter.com/the1010project
Create the Good-AARP
http://twitter.com/createthegood
Rotary Club presentation on social media
http://www.slideshare.net/firecatsue/social-media-to-build-rotary-participation
Social Media Guides & Best Practices Prepared for Sertoma by EAG

4. Linkedin: User Tips
1 Fill out your profile completely to 12 Research your prospects before
earn trust. meeting or contacting them.
PROFILE TIPS
2 Use widgets to integrate other tools, 13 Share useful articles and resources
such as importing your blog entries that will be of interest to customers Use the name you’re
or Twitter stream into your profile. and prospects. known by.
3 Do market research and gain 14 Don’t turn off your contacts: avoid Upload a professional
knowledge with Polls. hard-sell tactics. photo.
4 Share survey and poll results with 15 Write honest and valuable
your contacts. recommendations for your contacts. Create an effective
Professional Headline
5 Answer questions in Questions and 16 Request LinkedIn recommendation
Answers: show expertise without a from happy customers willing to Pick the industry that best
hint of self-promotion. provide testimonials. represents what you do.
6 Ask questions in Questions and 17 Post your presentations on your
Answers to get a feel for what profile using a presentation Enter details for current
customers and prospects want or application. and past positions.
think.
18 Interact with LinkedIn on a regular Write a summary that
7 Publish your LinkedIn URL on all basis to reach those who may not see highlights your most
your marketing collateral, including you on other social media sites. important business
business cards, email signature, information.
19 Set up to receive LinkedIn messages
email newsletters, web sites and
in your inbox so you can respond
brochures, so prospects learn more List your web sites and
right away.
about you. blog.
20 Link to articles and content posted
8 Grow your network by joining
elsewhere, with a summary of why Request
industry and alumni groups related
it’s valuable to add to your recommendations.
to your business.
credibility.
9 Update your status examples of Write recommendations.
21 List your newsletter subscription
recent work.
information and archives.
10 Use the search feature to find people Select what to display in
22 Import Cards and contacts from your public profile.
by company, industry and city.
other applications to find more
11 Start and manage a group or fan connections. Review your settings.
page for your product, brand or
business.
A few final thoughts . . .
It’s networking, but online. Social-networking sites are ideal for those who want to network. You wouldn’t believe how easy it is to get to know
somebody when you’re introduced by a mutual acquaintance.
Join the conversation. Once you join social networks and you know who you want to target, start talking. Get to know what they discuss and
join that discussion.
It’s not about the numbers. If you want to turn your social life into more business, find followers and friends who either improve your relations
with the surrounding community or increase your prospects of securing clients.
Don’t just stick to business. The worst thing you can do on a social network is just talk about business. Use social networks to find common
ground and get to know each other. When you feel comfortable that a relationship is developing, then throw in the business.
Share what you know. Social networks provide value because users can share their expertise.
Social Media Guides & Best Practices Prepared for Sertoma by EAG