Getting Started with Facebook Pages · A Facebook Page is a public profile designed specifically...

Getting Started With Facebook Pages | 1

Klick Pharma

Getting Started with Facebook Pages September 2011

A Pharma Marketer’s Guide

Digital Strategy . Experience Design . Data & Technology . Online Media klickpharma.com | 1 877 885 9957


ABOUT THE AUTHORS Klick Pharma is a full-service digital marketing agency that specializes in the healthcare and pharmaceutical sector. With a focus on measurable results, Klick Pharma’s talented subject matter experts create and execute data-driven digital strategies that maximize their clients’ online investments. The team’s years of pharma experience have resulted in a unique understanding of proven strategies at all stages of a brand’s lifecycle and the know-how to deliver innovative and effective programs within �a complex regulatory environment. Klick Pharma offers custom end-to-end digital solutions to meet a variety of client needs, including strategy, experience design, technology, media, and learning solutions. Visit KlickPharma.com to learn more.

Eric Portelance Digital Strategist Jay Goldman Pharma speaker and Klick’s Mobile and Social Media expert



TABLE OF CONTENTS

WHAT IS A FACEBOOK PAGE? ........................................... 4 OVERVIEW OF PAGE COMPONENTS ................................. 6 PAGE ADMINISTRATION ...................................................... 8 SECURITY FEATURES AND BEST PRACTICES .................. 9 BUSINESS ACCOUNTS ...................................................... 10 PROMOTING A PAGE ......................................................... 10 PHARMA-SPECIFIC CONCERNS AND GUIDELINES ........ 11 ADDRESSING ISI REQUIREMENTS ON BRAND PAGES .. 12 APPENDIX – FACEBOOK EDGERANK .............................. 15

DISCLAIMER

This document is provided by Klick Pharma as an informational reference and subject to change without notice. Any opinions published here are those of the author(s) and are not meant to be exhaustive guidelines for online marketing compliance. The recommendations cited here been developed based on Klick Pharma’s interpretation of what is currently happening in the marketplace. Every effort has been made to present accurate and reliable information, but Klick Pharma assumes no responsibility or liability for any errors �or inaccuracies that may appear in this document. Furthermore, this document was not reviewed or developed in consultation with the FDA, and therefore all suggested approaches should always be vetted by your internal regulatory/compliance teams and receive appropriate FDA approvals. All brand names used are the trademarks of their respective owners. All of this information is provided “as is” and Klick Pharma disclaims any express or implied warranty, relating to the use �of this information including warranties relating to fitness for a particular purpose, compliance with a specification or standard, merchantability or non infringement.


WHAT IS A FACEBOOK PAGE? A Facebook Page is a public profile designed specifically for businesses, non-profits, organizations, and celebrities to communicate and engage with their fans or brand advocates. Pages have special features and privileges that these entities can leverage to create and promote engaging branded experiences on Facebook. Although they look very similar to your personal User Profile, Pages are different in a number of critical ways. One of the most important ways Pages differ from user profiles is related to the way in which a Facebook user can demonstrate their affinity for your brand via the Like button. Facebook friendships are considered synchronous (or balanced) relationships, in that both parties have to agree to be friends. A Facebook user can "Like" a Page without requiring any approval from the Page owner, making it an asynchronous (or unbalanced) relationship. As a result of this open relationship model, all of the information on Pages is public and will be indexed by search engines like Google. A Like establishes a connection between the Page and a user. This enables new functionality, including the ability for a user to Like and comment on individual pieces of content like photos and status updates. These connections are extremely important for Pages because most users, after the first visit to your Page, will likely see your content only in their News Feed as it is published. A user will only receive your content in their feed after they have Liked your page – although this is also dependent on FaceBook’s EdgeRank algorithm, which determines the specific content that makes it to each user’s News Feed (see Appendix A for more information).


Figure 1 - An example of Page updates in a user's News Feed

Some of the unique features that are available to Pages include:

• Custom tabs • Discussion boards • Facebook ad formats specific to Pages • Spam filtering and keyword whitelisting • Insights/Analytics

The availability of these features and others will depend on the Page type that is selected when it is created. For example, the Discussion Boards section is not available by default on a Page in the Health/Medical/Pharmaceuticals category. However, all applications can be enabled manually.


OVERVIEW OF PAGE COMPONENTS

Figure 2: Coca-Cola’s official Facebook Page

About

Page name and category Profile picture

Tabs

Wall Posts (This Page is configured to only show Coca-Cola’s updates, but it is possible to also view Wall posts from Fans)


Applications installed on your Page will appear as tabs in the left hand navigation below your Page’s profile picture. Many of the basic applications that come installed on a Facebook Page will be familiar if you have used Facebook before. These tabs typically include by default the Wall, Info, Photos, Video, Discussion Boards (not applicable for Pharma companies), Events, Questions, and Notes. In the example shown here, taken from Coca-Cola's official Facebook Page, we also see two custom tabs: Home and House Rules. These tabs can have custom icons created to distinguish them from the default tabs. It's also possible to re-order tabs, with the exception of Wall and Info, which are locked in place at the top of the list. A Page can have an unlimited number of custom applications or tabs installed that allow you to make use of different features, or build your own to meet your needs. However, if your Page has more than 8 tabs, Facebook will hide some of them under a More link (visible in the screenshot above). To keep all content visible, we recommend limiting the number of tabs to 8 or less. Many of the default applications, with the exception of the Wall and Info tabs can also be removed altogether. In addition to the applications provided by Facebook, additional applications can be found and installed through Facebook Search. While many of these applications provide some level of customization, it is sometimes desirable to have total control over the contents of an application. In this case, Klick Pharma can design and build a custom application for you.


Figure 3: An example of a custom tab on Coca-Cola's official Page Many Pages are using custom tabs to welcome new users, provide some information about the company, organization, or brand, and encourage them to Like it. Custom tabs can also be useful for including a company's Facebook guidelines and policies, important information, or promoting featured content. The Page administrator can decide which tab a user lands on when they first visit the Page. Existing Fans will always be sent to the Wall tab when they visit your Page.

PAGE ADMINISTRATION Pages can be administered by one or more users. A Page administrator has the power to create and delete posts, upload photos and video, ask questions, create ads, edit a page's settings and description, install applications, and more. In the most basic configuration, a Page is initially created by a single user, using their personal Facebook account, who then grants administrative powers to other Facebook users as required. When an administrator posts on the Page, they have the ability to post and respond to comments as themselves (e.g., John Smith), or as the Page itself (e.g., Coca-Cola). It's also possible to browse, comment on, and Like other Facebook Pages using your Page’s identity (e.g., the administrators of the Coca-Cola Page can leave comments on other Pages as either themselves personally or as Coca-Cola).


For an added layer of security, there are a number of third-party tools that allow you to post and edit content on a Facebook Page without giving all users full administrative privileges. CoTweet and HootSuite are two great examples – each with their own pros and cons. In order to post content to a Page, users would only need a CoTweet or HootSuite account and would never have direct access to your Facebook Page. These users can also be assigned different privilege levels (e.g., viewing-only, full access, etc.). Some of these tools also include additional functionality like Twitter, LinkedIn and YouTube account support, as well as data archiving and workflow logging.

A Note on Photo Tagging Since May 2011, Facebook users have had the ability to tag Pages in photos, giving any user the ability to tag your brand in one of their photos. A recent study by Fast Company indicated that, on average, it took brands several days before removing harmful tagged images from their Page. Klick recommends either disabling the ability for users to tag your brand in their photos, or closely monitoring tagged photos.

SECURITY FEATURES AND BEST PRACTICES Given some recent high-profile events in which some large brands have had the security of their Facebook Pages compromised, there are a number of best practices that marketers should keep in mind when administering a Page. At the most basic level, it is important to constantly keep the list of administrators up to date, and only give administrative privileges to a small list of employees who truly need it. Administrators should ensure they have complex passwords in place on their Facebook accounts and not something that would be easy to guess or that they use on other services like Gmail or Hotmail.

Recently, Facebook launched a number of new security features, including Login Approvals and Login Notifications. It is recommended that these be enabled for maximum security. Login Notification will send you an email or text message if your account is accessed from a computer or mobile device that you haven't used before. Login Approvals enables a two-stage login process that requires you to enter an additional security code each time you login from an unrecognized computer or device. Finally, it is also recommended that Facebook's Secure Browsing feature be enabled, which encrypts communication between the user's computer and Facebook's servers.


Figure 4: Security Settings on Facebook

BUSINESS ACCOUNTS Facebook also allows the creation of a Page that is linked to a Business Account. This account type can only be created from the Facebook homepage when you are not logged in by clicking on the "Create a Page for a celebrity, band or business" link. When prompted, select "I do not have a Facebook account." The only requirements for a Business Account are an email address, password, and date of birth. Once created, this account can be used to administer a Facebook Page without being linked to a profile. Although this feature can be helpful, Facebook discourages its use in their Terms of Service by explicitly preventing users from having multiple accounts. In other words, you can't have both a personal account and a business account. In addition, Facebook discourages multiple users from using a single Facebook account. There are also some serious limitations with business accounts, including the inability to view other users' profile information. We are therefore not recommending their use for the time being and suggest that all Pages be created and administered from personal Facebook accounts instead.

PROMOTING A PAGE The best strategy for promoting and growing the reach and engagement of a Facebook Page is to create interesting and relevant content that your target audience cares about. However, in some cases, it may be worthwhile to create a Facebook Ad promoting your Page or a promotion that you are running.

Facebook Ads There are two main types of ads for Pages: Sponsored Stories, which appear in a user's News Feed, and Facebook Ads, which run on the right-hand side of various sections within Facebook.


Figure 5: An example of a Facebook Ad promoting a Page

In addition, it's possible to target these ads to only display for users that are in a certain geographic region, fit a demographic profile, or have listed specific interests within their Facebook profile. Payment for ads is available on a cost-per-click (CPC) or cost-per-impression (CPM) basis.

Social Plugins Facebook provides a few widgets and features that can be embedded in your existing web properties in order to drive traffic and engagement on your Facebook Page, or to allow users to share your web content with their Facebook friends. These widgets are highly customizable and also allow users to Like your Page directly from your website. It is important to note that Facebook's social plugins do not actually reside on your site, but rather on Facebook's servers. The widgets do not necessarily add user-generated content to your site, and are considered acceptable by the FDA so long as the site's metadata is compliant with FDA regulations.

PHARMA-SPECIFIC CONCERNS AND GUIDELINES Pharmaceutical companies are responsible for adhering to a specific set of regulations and legal obligations in their online marketing initiatives. Social media often presents its own unique opportunities and challenges within those frameworks. On Facebook, these concerns are typically related to the following:


• The ability to disable commenting, or force moderation for certain types of comments (e.g., where brands may be mentioned in an unbranded Page or off-label comments might occur)

• Concerns related to adverse events and product complaints • For branded information that includes indication, the need to display Prescribing

Information (PI) and Important Safety Information (ISI) across all Facebook access points, including mobile devices

• Displaying Terms of Use or Community Guidelines

Commenting Facebook previously offered the ability for all pharmaceutical companies to disable comments on any of their Pages. They have recently withdrawn the ability for pharmaceutical companies to disable comments on unbranded and corporate Pages. It is still possible to disable commenting on branded Pages by placing a request with a Facebook account rep, which Klick Pharma can do on your behalf. Additionally, there is a watchlist capability for comments that forces those containing specific keywords to automatically be put into a moderation queue. This can be used, for example, to manage the risk of brand mentions on unbranded Pages or to prevent off-label or adverse event comments from appearing.

ADDRESSING ISI REQUIREMENTS ON BRAND PAGES There are a number of Facebook access points to consider for proper ISI display and fair balance. Mobile platforms (iOS, Android, BlackBerry, mobile web) present additional challenges because they do not all consistently display the same Facebook Page content and fields. For instance, many will not display the About field. Based on an audit of these platforms, we have developed a number of recommendations around displaying ISI on branded Facebook Pages.

• ISI must always be included in each status update where a product claim is made. The

length of the ISI can follow the principles of fair balance. Many users will only see these status updates in their News Feed, as opposed to on the Page itself, therefore requiring the status update itself to contain ISI.

• ISI can be included in the bottom half of the profile picture (if it is rectangular) for

additional assurance, although this is likely unnecessary given the need to have ISI in each status update where a product claim is made. Some mobile platforms, like the native BlackBerry application, will "square off" rectangular profile pictures and prevent users from seeing the ISI below the square.


• Any custom Facebook tab that includes a product claim must include ISI. If there are multiple custom Facebook tabs where this is likely to happen, it could be included in the profile picture as an alternative. This is handled in the same manner as any traditional web site.

• ISI must be included in the profile's Product or Description field. This is the only field

that is consistently displayed across all platforms. The About tag is not displayed on mobile platforms.

Community Guidelines As a best practice, we recommend the creation of a custom tab that includes any relevant community guidelines that are specific to engagement on your Facebook Page. This avoids any confusion around acceptable/unacceptable content, the purpose of the Page, and any moderation processes. For reference, here is an example of the community guidelines on Pfizer's corporate Facebook Page:

Unfortunately, sometimes we have to pull a comment from our wall. Here's Why. We've set up this page to share news with you about Pfizer. We want to get your thoughts on our updates, but below are reasons why we might need to remove your comment from our wall: Your comment references a Product (ours or someone else's) While we do not endorse any users’ comments other than our own, we still have to be mindful of the important regulations that govern our industry. If your post references a pharmaceutical brand from any company – positive or negative – we will need to remove it because, among other reasons, we can’t guarantee that it will represent Fair Balance. Your comment references a Side Effect If your post includes possible side effect associated with a Pfizer product, we may be required to contact you for futher information. You may contact us to report an adverse event related to Pfizer products by calling 1-800-438-1985 (U.S. only). Or if you prefer, you may contact the FDA directly: please visit www.fda.gov/medwatch or call 1-800-FDA-1088. Non-U.S. visitor?: ask your health care provider for more information or contact your local health authority. Your comment contains Vulgarity If you use profane language, your post gets pulled (and it might get screened by Facebook’s profanity filter before being posted in the first place). In addition to vulgar language, we’ll be screening for personal attacks of any kind or offensive terms that target specific ethnic, racial, religious, age or gender orientation groups. We ask that everyone treat each other with respect. Your comment contains Medical Advice


It is great to want to provide help to your fellow visitors, but given the serious implications unsolicited and unverified medical advice might have, we can’t allow it on our Wall. As always, we recommend consulting with your physician on any medical condition. Your comment is Off-Topic This can be a tricky one: we’re not looking to censor you, but sometimes comments are spam, are clearly off topic, make unsupported accusations or promote services or products. If you feel we’ve been unfair in removing your comment, please reach out to us and we can discuss it. Just in Case There is a chance we’ll encounter a situation not outlined above, which will require us to remove your comment. We’ll try to update this list if we do find a new reason, but please know that Pfizer does reserve the right to delete any posting at its sole discretion. Of course, if this does happen and you feel it is unfair, please reach out to us so we can talk about it.


APPENDIX – FACEBOOK EDGERANK Facebook uses a proprietary algorithm called EdgeRank that broadly determines the prominence and visibility of content on each user’s News Feed. It’s important for marketers to understand how EdgeRank works because it can have a dramatic impact on whether or not users will see your Page’s content in their feeds.

How does it work? EdgeRank considers each piece of content to be an “object” – whether it is a friend’s Status Update, a photo a brand posted on their Page, or a piece of content your friend Liked. For each piece of content, Facebook then considers three components in order to determine its placement and visibility: affinity, weight, and time. Affinity is a measure of how close the digital connection is between you and a Facebook friend or Page. Each time a user clicks on an object, views a piece of content, Likes a post, or comments on it, the affinity score for that user increases. So, the more we interact with someone or a Page on Facebook, the higher the score. Users with a higher affinity will have a higher EdgeRank score (e.g., I often comment on Coca-Cola’s content, therefore I will see their updates more frequently). Weight considers the type of object and how important Facebook considers it. This is manually set by Facebook to ensure certain types of content always get more prominence. Although Facebook does not release this information publicly, it has been gathered that photos and videos are given the highest weight, followed by links and Status Updates. Finally, time is an important factor to determine an object’s EdgeRank. When we log into Facebook, we always expect to see the latest news – not something that was published three days ago. Therefore, Facebook will give a new piece of content a higher rating, and slowly degrade this over time so it becomes less prominent.

What does this mean for marketers? It has previously been mentioned that users Liking your Page is an incredibly important action for them to take. Although this is true, and users will only receive their content in their News Feed once they have Liked your Page, the EdgeRank algorithm complicates things. In order for your content to keep appearing in users’ News Feeds, they need to be interacting with it. Over time, if a user is not interacting with your content, even if they are a Fan, your content will slowly cease to appear in their feed. The bottom line is that it’s important to continue putting out engaging content on a regular basis that your target audience will care about and interact with. Finally, consider the different types of content you are posting, and include as much photo and video content as possible.

Getting Started with Facebook Pages · A Facebook Page is a public profile designed specifically...

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