PBRL 3150: The Dynamic Duo: Facebook and Twitter

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.


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.


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.


Pages vs. Profiles


Create a Page


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.”


EdgeRank


∑edge e = uewede


ue = affinity

we = weight

de = time decay

People won’t see it just because you

posted it.


Post. Better. Stuff.



Social networks are not created

equal. ≠ ≠

How You Post Matters


80%

Customize the Content


Determine What Works

• Photo: 0.37%• Video: 0.31%• Status update: 027%• Link: 0.15%


Data Knows What Works


Know the Audience


Geo-targeting Posts


Customize the Experience

• Heighten the user experience.• Increase conversions• Provide clear call to action.• Strengthen identity.• Provide measureable ROI.


Why Do We Care?


200%

Total Monthly Views

How to Build a Custom Tab

• Pay somone.• Do it yourself.• Use a 3rd party application.


Wildfire’s iFrames for Pages

• Intuitive interface.• Custom image or custom

HTML.• Fans view and non-fans view.• No option for icon or title.


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.


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.


Do It Yourself

• Access to a web server.• Some basic HTML skills.• A little time and effort.


Create an HTML File


520px

Install Developer App


Name the App


Remember the links.


Google URL Builder


Discussion


What is Twitter.

• 140 character microblog.• A website.• Public email.• A blog on speed.• The first draft of history.


Learn the Lingo

• @ • #• http://…• RT• MT


Twitter is more than tweeters.


The average age of all Twitter users is 39 years old.


Post-Dispatch daily circulation:213,472

Active Twitter accounts in STL:230,000


Customer Service


Product Promotion and Sales


Event Promotion


Discussion


PBRL 3150: The Dynamic Duo: Facebook and Twitter

Education

Transcript of PBRL 3150: The Dynamic Duo: Facebook and Twitter