Facebook for Social Enterprise Carbon Outreach 2011

authors

Erica Grigg is Founder and Chief Marketing Officer at Carbon Outreach. She has taught hundreds of green business, not-for-profit and corporate philanthropy executives how to use social media effectively. Erica blogs at Treehugger, and speaks internationally on social media and cause-based business. Prior, Erica worked on marketing and media outreach for US and UK-based not-for-profits. Erica completed her Masters in Political Economics at University College London in 2007. Find out more and connect professionally at http://linkedin.com/in/ericagrigg. On Twitter, follow @ericagrigg. Tim Watson is Chief Technology Officer at Carbon Outreach. Prior, he worked for 14+ years in the technology space, including at Microsoft, MSN and AdCenter. Tim specializes in online advertising and new media, with a deep passion for serving cause-based businesses and not-forprofits. Tim completed his MBA at University of Washington in 2004. Find out more and connect professionally at http://linkedin.com/in/ sociallytim. On Twitter, follow @sociallytim. Aliza Burns was a Marketing Analyst at Carbon Outreach. Prior, she assisted several not-for-profits on social media marketing and events publicity after completing her Bachelors in Business Administration from George Washington University in 2009. Follow her on Twitter at @ AlizaBurns or connect with Aliza professionally at http://linkedin.com/ in/alizaburns.

special thanks

We would like to give a special thanks to the following people who helped make this book possible. Thank you very much Gloria Fanchiang for her numerous hours editing. Thanks Dana Caruso for designing our social media for social enterprise book series covers. Thanks Sarah Larysz for reviewing the book. Thanks Harry Wyatt for creating the Adobe InDesign book layout.

Table of Contents Introduction.................................................................................................5 I WHY USE FACEBOOK? .........................................................................10 Chapter 1 Why use Facebook? ................................................................... 11 II WHAT IS FACEBOOK? .........................................................................13 Chapter 2 Personal Profile.........................................................................15 Chapter 3 Pages ........................................................................................ 28 Chapter 4 Groups ..................................................................................... 36 Chapter 5 Events....................................................................................... 42 Chapter 6 Places ........................................................................................47 Chapter 7 Deals ..........................................................................................53 Chapter 8 Advertising ...............................................................................57 Chapter 9 Applications ..............................................................................61 Chapter 10 Metrics ................................................................................... 69 Chapter 11 Mobile ......................................................................................73 Chapter 12 Social Plug-ins .........................................................................75 III HOW TO USE FACEBOOK? ............................................................... 80 Chapter 13 Building a Strong Foundation .............................................. 82 Chapter 14 Community Management ..................................................... 85 Chapter 15 Green Business Cases ............................................................ 87 Chapter 16 Not-for-profits Cases ........................................................... 105 Chapter 17 CSR Cases ..............................................................................124

IV STEP BY STEP GUIDE .......................................................................140 Chapter 18 Personal Profile ....................................................................142 Chapter 19 Pages .....................................................................................152 Chapter 20 Groups ................................................................................ 157 Chapter 21 Events .................................................................................. 160 Chapter 22 Places ....................................................................................164 Chapter 23 Advertising............................................................................168 Chapter 24 Applications ..........................................................................178 Chapter 25 Metrics ..................................................................................182 APPENDIX ..............................................................................................184

Introduction
Integrated and well-orchestrated social media campaigns have raised millions, garnered media attention and expanded the reputations of businesses and not-for-profits internationally. Even in the midst of recession, social enterprises like yours have experienced bold success through targeted online marketing and advertising. After Facebook reached 350 million active users in 2009, green business, not-for-profits and corporate philanthropy executives started to seriously consider the business case of social media as part of their marketing and advertising strategy. Now, with more than 600 million active Facebook users, the market continues to grow. What does this mean for your green business, not-for-profit or corporate philanthropy program? We have compiled our resources to provide cause-based business and not-for-profits a platform of social media best practices; answering questions for both novice to advance users. First in the series of books on social media for social enterprise, this book aims to provide tips, tricks and top recommendations for your success. To learn more about our social media for social enterprise book series, visit http://carbonoutreach.com/books.

target audience of this book

Especially for not-for-profit, green business and corporate philanthropy executives, this book provides information specific to the cause-based marketing campaign.

Why did We Write this book?

At Carbon Outreach, we have spoken with hundreds of not-for-profit, green business and corporate philanthropy program executives internationally about marketing and digital advertising. Senior executives and marketing directors of cause-based business and not-for-profits ask the same questions time and again. We hope to answer these questions and more in our Social Media for Social Enterprise book series, including:

Introduction

Should my company or not-for-profit participate in social media? What kind of presence should we have on Facebook, among other tools? How does social media fit into our overall marketing strategy? What role should social media tools like Facebook play in our business planning? How can we understand the success metrics for social media community management or specific campaigns? Are sales the only way to measure social media success? Should we outsource social media community management or campaigning? What campaign could we run to expand our donor base? What are some ways to practically apply social media marketing tools?

hoW the book is organized

This book is divided into four sections: Why use Facebook, What is Facebook, How to use Facebook, and the Step-by-Step Guide. Within the four sections, there are 17 chapters. Each chapter includes key features, definition, top recommendations*, as well as tips, case studies and notes. The most detailed case studies are in section three.

Why use facebook?

In this section, we outline the business case for using Facebook for your green business, not-for-profit or corporate philanthropy program. We include recent statistics, reports and answers to Facebook user trends.

What is facebook?

In this section, we describe the major features of Facebook, from the personal Profiles to Pages, Groups and Applications. Throughout, we include numerous helpful recommendations* for social enterprises like yours.

Introduction

how to use facebook?

This section articulates ways to create social media and community management strategies, as well as specific social media advertising campaigns. After, we review 17 Facebook success case studies from green business, not-for-profit and corporate social responsibility programs.

step-by-step guide

In this last section, we provide step-by-step instructions on many aspects of setting up and maintaining a Facebook presence. From creating a Profile to connecting your Page to Twitter, this section is handy for the novice reader.

hoW to read this book

Below we describe how you should read this book depending on your experience level with Facebook and social media marketing tools.

novice

Are you a novice social media user? We suggest you read the book cover to cover to better understand how to use Facebook. You will also likely find the Step-by-Step guide and Glossary helpful.

intermediate

Are you familiar with some but not all of Facebook? We suggest you skim through the What is Facebook section and read about unfamiliar features along with reviewing the numerous lists of recommendations. Then read the How to use Facebook section, including case study examples. Finally, we suggest you browse through the Table of Contents of the Step-by-Step Guide and review only the tasks you are unfamiliar with.

advanced

Are you already familiar with most all the features of Facebook? Then we

Introduction

suggest you skim through the What is Facebook section and review only the numerous lists of recommendations. Read the How to use Facebook section on social media strategy and review the 17 case studies for those related to your business objectives. Finally, we suggest you browse through the table of contents of the Stepby-Step guide and review only the tasks you have not done.

We have chosen to capitalize Facebook feature names instead of putting quotes. Examples include Groups, Messages, Comments, Pages, Plugins, etc. If these features are specific to Facebook, they are capitalized for the sake of clarity. Additionally, alongside recommendations we use the Rec icon for easy access to top tips for your success. These are available in every chapter.

document conventions

Introduction

history of facebook
Formerly known as Facemash, the version of Facebook we know now was established as a social network in February 2004. While at Harvard, Mark Zuckerberg started coding the social network in his dorm room, soon joined by two friends to help the site grow. In August 2005, the team purchased the Facebook.com domain for a reported $200,000. At that time, where other social networks like MySpace were inclusive to all users, Facebook users needed a valid university or higher education e-mail address to be accepted into the network. (2) By September 2005, Facebook opened up to high school students, after inviting select companies including Apple, Google and Microsoft, the social network opened to anyone over 13 years old with a valid e-mail address. On October 24, 2007, Microsoft announced that it had purchased a 1.6% share of Facebook for $240 million, giving Facebook a total implied value of around $15 billion. The site has not been without hold ups, including lawsuits by Harvard University and others for intellectual property and information privacy, among other issues. A handful of countries also block Facebook intermittently including Vietnam, China and Pakistan. As of January 2011, Facebook has 600 million active users and is growing. (129) In 2010, Facebook reported an estimated 158% revenue growth rate, increasing year on year since 2006. When Goldman Sachs invested in Facebook, they gave the social network even more incentive to continue their growth. (3)

Introduction

Section

WHY USE FACEBOOK?

10

Chapter
Why use Facebook?

Facebook is one of the most popular social networks internationally. It has over 600 million active users, with around 70% outside the United States. Doing the math, over 1 in 13 people on earth actively use Facebook. For not-for-profits, Facebook can be a great place to raise donations. In 2010 alone, online outreach grew at an average of 40% for not-for-profits compared to 2009, especially for small organizations that grew their median donations. The Facebook Causes Application alone has raised $30 million for 500,000 member-created causes since 2007. (127) Green business interested in expanding your consumer base? In the United States alone, Facebook users continue to grow year on year. In 2011, a majority of Americans use Facebook. With 9 of 10 Americans defining themselves as conscious consumers, what is your organization doing to connect with those potential brand ambassadors? As for corporate philanthropy projects, there are numerous reasons to participate in social media tools such as Facebook. Benefits seen by our case studies include transparency, increased media coverage and improved brand loyalty. These are likely the reasons behind this fact: 72% of Fortune 200 executives find social media an important component of their corporate philanthropy efforts. (10) Wonder who uses Facebook? User FAQs: In March 2011, Facebook had over 3.9 billion page views, surpassing Google with over 3.4 billion page views. (7) The sum of Facebook users log in for over 700 billion minutes per month. (28)

Why use Facebook?

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During the average 20-minute period in 2010, there were: over 1.5 million wall posts, over 2.7 million photos uploaded and over 10.2 million comments posted. (5) Each month, 30 billion pieces of content including links, photos and Notes are shared on Facebook. (6) The average user creates up to 90 pieces of content each month including photos, videos and Status Updates. Daily, 30 billion pieces of content are shared. (8) More than 250 million active users currently access Facebook through their mobile device. Users accessing Facebook via their mobile phone are twice as active as those accessing via their desktop. (28) Facebook users install 20 million Applications daily. (28) Since social Plug-ins launched in April 2010, an average of 10,000 new websites integrate with Facebook every day. (28)

Why use Facebook?

12

Section

II

WHAT IS FACEBOOK?

13

This section reviews What is Facebook? Here, authors touch on key features of Facebook for personal and business development. Features included are the most important elements in developing your community, such as Profiles, Pages, Groups, Events, Deals, Advertising, Places and Applications. Additionally, we present recommendations, tips and several specific case studies for green business, not-for-profit and corporate philanthropy executives. For more case studies, see section three.

SECTION II Chapter 2 Personal Profile.........................................................................15 Chapter 3 Pages ........................................................................................ 28 Chapter 4 Groups ..................................................................................... 36 Chapter 5 Events....................................................................................... 42 Chapter 6 Places ........................................................................................47 Chapter 7 Deals ..........................................................................................53 Chapter 8 Advertising ...............................................................................57 Chapter 9 Applications ..............................................................................61 Chapter 10 Metrics ................................................................................... 69 Chapter 11 Mobile ......................................................................................73 Chapter 12 Social Plug-ins .........................................................................75

What is Facebook?

14

Chapter
Personal profile

Central to Facebook is the personal Profile and associated News Feeds. Each user maintains their Profile containing detailed personal information. If you arent interested in personal brand development, skip to chapter 3. Definition: According to Facebook, Profiles start with a picture, quick summary of who you are, collection of recently tagged photos, description of yourself and interests along with your list of Friends. This chapter includes key features, definitions and top recommendations specific to the Facebook Profile, such as Status Updates, Questions, Blogs and other shared content.

What is Facebook?

15

key features
1. Send and receive personal messages 2. Like brands, celebrities and businesses 3. RSVP to Events 4. Add and organize Friends into Lists or Groups 5. Share links, pictures & videos as Status Updates published on your Wall and News Feed

6. Use of Applications such as Twitter, Causes and Networked Blogs. For more, see the Facebook Application chapter.
11 recommendations for using your Profile for personal brand development

For green business, not-for-profit and corporate social responsibility professionals, there are numerous ways to enhance your personal brand using the Facebook Profile. The following list contains recommendations on how to use your individual Facebook Profile for personal brand development. 1. Claim your own. Facebook URL such as http://facebook.com/ name with a username that makes sense for your personal brand. Two options: either first last name or screen name across other networks (ie. Twitter). 2. Listen to your community. Comment on & Like links, pictures or videos of industry leaders. Learn about what makes a successful Status Update. See more about Status Updates later in this chapter. 3. Connect with colleagues. Add colleagues and friends frequently after networking events or meetings. Have you added LinkedIn contacts onto Facebook? This provides more personal connections and information. 4. Connect to Twitter. Consider connecting your Twitter account with your Profile.

What is Facebook?

16

Note: This is best for users who dont use Twitter more than several times daily. For frequent twits, your Facebook Profile may start to appear more like a Twitter feed. 5. Share recent successes. When you update your status about your successes, dont forget to @mention organizations that gave you positive feedback. Note: If you @mention your Page when updating your status alongside the @mention of the organization [above], viewers from that organization have an opportunity to Like your Page. 6. Claim your Page. Claim your company Facebook Page or Group if you are the acting community manager. If you are not the administrator for your company Page, feature Events or other campaign information occasionally. 7. Create Events. Create Events and invite your Friends along. For more information, see the Events chapter. 8. Get cause specific. Like Pages, video, pictures and news content related to your cause. 9. @Mention others. When posting a Status Update, if you are speaking about an organization, @mention them. 10. Participate with Causes. Use the Causes App to raise money for a not-for-profit related to your cause if possible. For more information on the Causes Application, see the Application chapter. 11. Check-in. Publicize your location using the Places feature. For more information, see the Places chapter.

status updates

Sharing is an essential component of Facebook and other social media tools. Status Updates allow users to sharing links, videos, pictures or other content on Facebook. Definition: Status updates can happen through creating individual updates in the Whats on Your Mind? Box, Plug-ins, Applications, by clicking Im Attending on Event Pages or by Liking Pages. For more ways

What is Facebook?

17

to update your status, see the below list. The Status Update feature can give your Friends and colleagues information about what you are doing. Status updates from Friends and businesses you Like show up in your News Feeds. While you can enter Status Updates through the Whats on Your Mind? Box, there are numerous other ways to update your status to your Facebook Profile, including: Through social bookmarking tools, including StumbleUpon, Delicious and Digg, once authenticated through Facebook Through the Share This or Like button on blogs and other news sites like Sustainablog, Elephant Journal, Sustainablog, Treehugger, Care2, Grist or Huffington Post Impact, among many other cause-based media outlets. For more on Plug-ins, see the Social Plug-in chapter. Using the Like button on eNewsletters Through Applications such as Causes, which automatically updates your status with recent activities. For more, see the Applications chapter.

Example of eNewsletter with Facebook Share button

What is Facebook?

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8 recommendations for engaging Status Updates

To write Status Updates that allow others will Like and post Comments, we recommend the following tactics: 1. Share news. Today more than ever, social media changes the way people get their information. Provide links to newsworthy materials, and you will define yourself as an industry leader. 2. Be accurate. Make sure your news comes from a wellresearched blog or newspaper if possible. For example, the Wall Street Journal, New York Times, Mother Nature News or Grist are mainstream and often cover responsible business and green issues. 3. Be kind. Dont be mean in Status Updates, Comments or otherwise. It is rude and visible across your Friends News Feeds. 4. Stay active offline. When youre at an Event or industryrelated party, tell your Friends. The more information you share, the more chances you have to form a relationship. 5. Check-in. Use the Places feature to improve your Check-in. For more information on Places, see the Places chapter. 6. Include pictures and video. When you went to that Event or holiday, share that with your Friends with words and pictures when possible. A picture is worth a thousand words! 7. Support your cause. Know about causes in your industry by participating in the Causes Application, and suggesting your Friends get involved. For more information on Causes, see the Applications chapter. 8. Think inspiration. Be an inspiring leader if only to fuel your inner happiness. If not, at least do not depress others.

personal messages

Want to share information without making it visible on all your Friends News Feeds? Personal messages are the way to go. Sometimes personal messages receive faster responses than e-mail, and a Facebook personal message paired with e-mail can greatly improve the likelihood of getting

What is Facebook?

19

a quick overall response. Definition: Instead of writing on the Wall or Chatting, a Facebook message can be sent through Facebook or mobile Application. Personal messages do not show up in public News Feeds and can be sent to 20 Facebook Friends or email addresses at once. You can also send your fans a message from your Event Page, Page or Group. When individual users get a message, they are alerted on their Facebook homepage under the message dropdown list box. Using Personal Messages is not a core component to personal brand development, nor business, unless its utilized around events messaging. Therefore, we will not describe key features or recommendations. This is, however, a feature of Facebook you should know about.

Questions

The new Question feature re-launched March 2011 in beta, already gaining widespread popularity. (13) How Questions works: ask a question and provide several answers. Then, suggest Friends vote on which answer they would choose. Definition: According to Facebook, the Question feature is designed so anyone on Facebook can help you find answers. Similar to question & answer services like Quora and its predecessor Aardvark, Facebooks Question feature allows users to ask the Facebook community questions. Questions shows up as a Status Update on News Feeds, where Friends and the Facebook community can answer the Question and subscribe to conversations happening around the Question. Since the launch of Questions, we have received numerous requests to answer Questions about causes. The Questions feature is available for use on your personal Profile, Page or Group, and is an ideal place to leverage the power of Friends and contacts as a kind of focus group. Another alternative is the Poll Application, found in the Applications chapter.

What is Facebook?

20

Example of adding the Facebook Question

10 recommendations for using Questions

The following is a list of recommendations for using question and answer services. These rules apply to Facebook Questions as well as Q&A services such as Quora and LinkedIn Answers. (14) 1. Check grammar thrice. Being grammatically correct means your question will be more likely to get feedback. 2. Talk it up. Once youve received responses, share your success via Twitter, Facebook (Business) Page, Facebook Group, LinkedIn or blog. Did you learn something new about your industry or consumers? Talk about it! 3. Be clear. Questions are best when theyre straightforward, such as: What are the most important issues in the upcoming election? or, Whats your favorite environmental magazine? 4. Provide options. You can also enable others to add their owner answers, by selecting the allow anyone to add options check box. For more, see the Step-by-Step guide. 5. Ask your Friends. After creating your Question, make sure to ask your Friends to answer your Question.

What is Facebook?

21

6. Do your homework. What are environmental or cause-based issues your consumers or clients care about? Asking those questions will get timelier, more viral answer responses. 7. Remind key Friends. Ask them to answer your Question if you havent acquired sufficient responses. 8. Keep it interesting. If you can make the question broader, youll likely get more responses. When the Question shows up in News Feeds of your Friends, they can answer your question. 9. Dont be selfish. If you recommend Friends to share your Question, note youll return the favor. If youd like me to recommend anything youre working on, dont hesitate to get in touch. Constantly asking for favors can get annoying. 10. Strategize. What fact is your green business interested in learning about your audience? Case study: Starbucks effectively used a question to ask users which flavors they liked best. For Seventh Generation, questions include: do consumers like the new packaging? Conversely, what packaging materials would consumers like to see in the future? For more information, visit their Facebook Pages.

photo and video sharing

Pictures and video are very powerful ways to share information. As with other social media tools, there are various ways to share multimedia content on Facebook. The easiest way to share such content is by visiting Facebook and sharing Photo or Video directly as a Status Update in the What are you doing? box. For more information, see the Step-by-Step Guide in section 4.

What is Facebook?

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Example of adding a Photo Accurately setting privacy settings on picture and video content is important if you do not want all Friends to view images publically. Only allowing some groups of Friends to see the content and locking the content to others can be difficult. Therefore, it is recommended to either share or make private all pictures and videos. For more information, check Photo Settings.
8 recommendations for sharing multimedia content on your Profile

During the process of uploading and sharing Photos and Videos, there are several ways to take full advantage of the multimedia content. The below are ways we suggest you share your photo and video content on your personal Profile. 1. Tag everybody. When you upload Photos via your desktop or after uploading from your mobile phone, make sure to tag yourself and others. Note: In order to tag others in Photos, you will have to be Friends with those tagged. This is a useful excercise in putting names to faces of those who are the most interested in your professional developments. 2. Review privacy settings. If you are not comfortable letting all your Friends view all your pictures, edit your settings. 3. Crowdsource it. From choosing an organic vs. fair trade apple, to buying a Prius or Nissan Leaf, if you are struggling with a decision, snap a picture and ask your Friends. 4. More photos. If you have pictures of yourself speaking, this shows you are well-informed and connected. Upload those Photos. 5. Relax. Dont be afraid to also have pictures of yourself relaxing

What is Facebook?

23

outside of networking events and conferences. Getting out into nature is very advisable, well-rounded people arent just working. 6. Get funny. Funny Photos can be a big win, more likely to get Comments and conversations. Case study: For example, a Facebook Friend, Mike Lieberman (@Canarsiebk on Twitter) uploaded a picture of himself washing his mouth out with Dr. Bronners soap. It showed his funny personality and made him memorable. 7. Get snappy. If you attend a conference, take a quick video of yourself to update Friends and colleagues about what happened. 8. Create Albums. To make it easier for content to be found on your Profile, seperate your Photos into clearly marked Albums.

blogs

There are multiple reasons for you or your organization to publish a blog and then cross-post on Facebook, though we only have three included below. First, writing and publishing a blog demonstrates that your business or not-for-profit cares about industry issues. Second, your community is more likely to support and trust you. Third, your blog is an ideal place for the average conscious consumer or cause supporter on Facebook to find out more information about your business or not-for-profit. Definition: According to Wikipedia, a blog is, a website which an individual or group of users record opinions, information on a regular basis. (131) For this book, a blog is a series of articles posted on platforms like Typepad, Blogger and Wordpress around the cause or subject you or your organization is most interested in.
8 recommendations for sharing blog posts via your Profile

Sharing blog posts can play an important role in enhancing your personal brand online. Long posts can take hours, so making sure you publicize your work can seem like a majority of the work. To promote your blog posts on your Profile, we recommend using the following tactics:

What is Facebook?

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1. Get automatic. Upload your blog posts automatically using the Networked Blogs Application. This automatically publishes your blog posts using the Notes feature. 2. Share buttons. Include Twitter and Facebook social media share buttons on the top and bottom of your posts. Like or Recommend (and tweet) each blogpost once you write it. Note: Automatically sharing your posts can have a negative, spam-like effect because many tools, like Twitterfeed.com, create a tweet with the title and cut-off first sentence of your blog post. Make sure your content is fresh and does not look like spam. For automatically updating blog posts, we suggest the Networked Blogs Application [above]. 3. Executive summary here. Share the blog post on your Facebook wall, writing a short and interesting 1-sentence executive summary of the article. 4. Add Multimedia. Next to the summary, make sure to post photo or video content within the blog. This makes the article more likely to be shared and read. 5. Tag individuals. Within the Notes feature, make sure to tag topics, individuals and Pages the article covers. 6. Keep it short and snappy. This makes it easier to share on Twitter and beyond. 7. @Mention. Co-authors or co-contributors, and Pages where the article appeared on for example, MNN, New York Times, etc. These are very popular and users may want to Friend you or Like your Page. 8. Use link tracking. Include the http://bit.ly or http://ow.ly version of the sites to determine how many views each update rendered when possible. Otherwise, make sure to track Google Analytics to see where your blog traffic comes from and how long each visitor stays.

What is Facebook?

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friending

One of the core features of Facebook is the ability to Friend another individual. Facebook Profiles are meant for individuals, but dont be confused if you find several organizations that use personal Profiles instead of Pages. Definition: Friending enables individuals with Facebook Profiles to add contacts as Friends. When individual users send a request to Friend and the other accepts (rather than ignore) the two are connected as Friends, then published to both News Feeds. Once accepted, you are now Friends and can see each others Profiles, Status Updates, Photos, etc. The amount of information shared varies depending on the security settings. Note: You can only have up to 5,000 Friends on Facebook. Once you surpass 5,000 Friends, then you will want to create a celebrity Page for yourself on Facebook and have others join that Page.
9 recommendations for adding Friends on your personal Profile

If you use Facebook professionally, you should make sure to add colleagues you have met to create a better relationship with industry leaders. The following are recommended ways to add industry leaders to your list of Facebook Friends. 1. While networking. Send Friend requests to people you meet at networking events. Having them as part of your Facebook network allows you to build a professional relationship that is also personal. 2. Get social. Send Friend requests to people you are already connected to on LinkedIn and or Twitter. By adding these people to Facebook, you are strengthening your connection with them and making that professional relationship more personal. 3. Invite co-workers. Send them a Friend request. 4. Connect with journalists. Send Friend requests to bloggers and others in your industry that you read on a regular basis. 5. Get valuable. Friend people whom you would like to help. Networking is all about being a valuable resource to others and

What is Facebook?

26

then in turn, using them as a valuable resource. 6. Get busy. Follow up from networking events quickly, while your conversation is still on the other persons mind. We recommend following up in under 1 week after your initial conversation. 7. Be choosy. Dont just Friend anyone; but those in your industry and someone you would be willing to recommend. 8. Keep up. After you Friend someone, check out their updates when possible. You can do this by creating Groups for your Friends, or hiding Status Updates from those you are not interested in. 9. Make time. Make building your professional network a priority; schedule time weekly or monthly to connect with Friends.

like

Activities, books, celebrities or Pages you Like differ depending on personal and cause-based interests. It is good to remember your Like is an endorsement. When you Recommend or Like a photo, video or blog post, these activities also show up on your News Feed. Whether on your Profile or Page, the way to subscribe to and recommend Pages is by Liking them. 5 questions before Liking on behalf of your Profile Suggestions below help with considerations before Liking a Page from the personal and business brand development perspectives. 1. Are you interested in @mentioning that Page or individual in your own Page or personal Profile?

2. Is this a potential partner for your organization? 3. Is this something I want to share with Friends and colleagues? 4. Would I mind this Recommendation or Like to be publically visible? 5. If you Like and include a Comment, would this content offend current Friends?

What is Facebook?

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Chapter
Pages

Facebook Pages are an important element of your organizations identity online; an online location to make your business or not-for-profit shine. Of the potential consumers that Like your brand, 40% want to receive discounts or promotions and around 37% want to support your brand. (16) Do not miss out on a lost opportunity. In addition to your other sites online, the Facebook Page should drive donors and consumers to learn more and interact with your brand. On Pages, companies and not-for-profits can include information about themselves including, Events, Applications to connect with their eNewsletter, games, videos, pictures or other among other interactive multimedia content.

key features
1. Fans who Like your Page and content shared 2. Information section to define information such as company mission, other websites and year founded 3. Custom-designed or publically available Applications such as Causes, Twitter and Constant Contact Labs 4. Facebook Page URL http://facebook.com/yourorg after acquiring over 100 users 5. Wall to share links, reports, blog or eNewsletter posts, as well as other Status Updates

What is Facebook?

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6. The Question feature to ask Fans, Friends and the Facebook community about subjects or causes specific to your Page. 7. Ability to Like other Pages and Comment when using Facebook as your Page under the Account button on your Facebook homepage. For instructions, see the Step-by-Step Guide.

8. Insights or metrics to analyze how many visits, interactions, as well as demographics of your visitors. For more, see the Metrics chapter. 9. The use of Facebook Ads to increase Page Fans.

Example of Whole Foods Facebook Page

What is Facebook?

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types include
Local business or place Company, organization or institution Brand or product Artist, Band or Public Figure Entertainment (book, movie or television) Cause or community

status updates

Sharing is an essential component of Facebook and other social media tools. Status Updates allow users to sharing links, videos, pictures or other content on Facebook. Definition: Status updates can happen through creating individual updates in the Whats on Your Mind? Box, Plug-ins, Applications or by Liking Pages. For Step-by-Step instructions on switching from your Profile to Page to create a Status Update, see the Step-by-Step Guide.
11 recommendations for valuable Page Status Updates

Wondering what posts to start your community off with? Below are recommendations for community managers creating Status Updates that start conversations, Comments and Likes. 1. Think fun. Share content relevant to your industry, but make sure to be creative and interesting. Fun facts get the most feedback. 2. Start Advertising. Create a Facebook Ad. For more, visit the Facebook Ads chapter. 3. Respond quickly. When others comment on posts, respond to them quickly and stay active on the conversations within each post. If negative feedback happens, address it even quicker. 4. Delete that post. Industry standard is to delete negative feedback and/or comments. This does not equate to censorship,

What is Facebook?

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but rather, clean up. 5. Delete spam updates. Make sure if your Page allows Fans to post, their content is relevant to your Page and/or industry. 6. Praise @mentions. When others @mention your business, make sure to Like and Comment on the post to very clearly praise those who spoke about your Page. Note: @Mentions happen when an individual or Page types @ and then your group, also sending the community manager a Facebook e-mail. 7. Be your Page. Comment on & Like others posts as your brand or Page. When your brand Likes and comments, your brand will be visible for their Fans, driving up interaction rates on your Page. 8. Share multimedia. Share pictures & videos frequently in Status Updates. As seen in case studies and recommendations, we recommend Status Updates a minimum of three to five times weekly. 9. Get newsy. Talk about newsworthy, interesting and current issues. Stay in touch with current issues facing your industry. If news updates happen, tell your audience. 10. Tweet it. Connect with your Twitter account and youll draw Twitter users back to the Facebook Page. 11. Get friends involved. Suggest to Friends and contacts Like your Page.

like

As a Page, the way to recommend other Pages is by Liking them. Unfortunately, Pages are unable to Like individual pieces of content outside of Facebook, where individual Profiles can Like. However, when switching over from Profile to Page, there are several types of content within Facebook your Page can Like and Comment on.

What is Facebook?

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6 questions to ask before Liking as your Page Considering whether your Page should Like another Page, celebrity, etc? Below are several questions to determine whether you or your community manager should Like that Page. 1. Is this an industry-related topic?

2. Would my users be interested in this product or service? 3. Do my users also Like this Page? If so, how many? Note: This is easy to find: on the side of your Facebook Page, you will see recommendations for Liking on behalf of your Page from those who your users already also Like. 4. Could this be a potential partner or sponsor? If so, Like, but also work on finding out who is their social media community manager. 5. Am I interested in @mentioning this business or not-for-profit because of their good work within my industry?

6. Is this another Facebook Page part of my company? How does this reflect on the company or not-for-profit online presence? Note: If those Pages are a part of your organization or company (such as the case of Whole Foods, WWF or other multi-country organizations), make sure to Feature the Like on your Page found in Page Settings.

photo and video sharing

Pictures and video are very powerful ways to share information. As with other social media tools, there are various ways to share multimedia content on Facebook. The easiest way to share such content is by visiting Facebook and sharing Photo or Video directly as a Status Update in the What are you doing? box.

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Example of adding a photo

9 recommendations for sharing multimedia content on your Page or Group

Wondering how to leverage your next multimedia content upload onto your Page or Group? Start with the basics around your cause, and then think about what is creative and interesting, starting with these tactics: 1. Tag pictures. When uploading videos via your desktop or after uploading from your mobile phone, make sure to tag yourself and others. Wondering where your photos will come from? Take them from a recently hosted offline or online event. Note: In order to tag photos, your community manager will have to be connected with attendees individually. The added benefit here is being connected with community members. Individuals will be tagged by your Page are apt to Like your organization if they have not already. 2. Share videos. Create videos from recent events (especially Facebook Events) when possible. Whether they are webinars, slide decks or face-to-face events, try to get video during as many events as possible. 3. Promote. Publicize your videos not just across Facebook and other social networks, but also through offline, including business cards, promotional swag or other advertising. 4. Share their content. If you recommend users generate original content in your next campaign, showcase their content across your social network streams including Facebook. Note: We recommend connecting Facebook to Twitter and then cross-posting to multiple LinkedIn Profiles in order for one post to cross-post to multiple social networks. There are other crossposting tools such as Su.pr and HootSuite, too.

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5. Get Fan pictures. Add user-generated and official pictures into Photo Application. Make sure to remember to always have the permission of the photo owners and proper sourcing. 6. Cross-post pictures. Share pictures from recent blog posts, while also cross-posting to eNewsletter, Twitter and other social media. This doubly promotes blog posts and Photos. For more on blogs, see Blog chapter next. 7. Embed from YouTube. If you upload videos via YouTube, embed them within your Facebook Profile (also cross-post to Twitter, social bookmarks such as Stumble Upon and Delicious, as well as other social networks). 8. Record video. Upload a video after or during your next Event. If you havent started to develop videos, what better time? Create a quick, flip camera video of attendee feedback for a quick win. 9. Turn picture into video. If youre due for a new video but have excess photo content, turn those photos into a video with a series of phrases and music.

blogs

There are multiple reasons for your organization to publish a blog and then cross-post on Facebook, though we only have three included below. First, writing and publishing a blog demonstrates that your business or not-for-profit cares about industry issues. Second, your community is more likely to support and trust you. Third, your blog is an ideal place for the average conscious consumer or cause supporter to find out more about your business or not-for-profit. Definition: According to Wikipedia, a blog is, a website which an individual or group of users record opinions, information on a regular basis. (131) For this book, a blog is a series of articles posted on platforms like Typepad, Blogger and Wordpress around the cause you or

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your organization is most interested in.

8 recommendations for sharing blog posts in Pages

Blogs can play an important role in your social media efforts. In order to maximize those efforts, marketing your blog will play an important role in determining how many visitors read and interact with your blog posts. 1. Get simple. If you dont have the blog post automatically feeding into your Page via the Networked Blogs Application, share within the Status Update box on your Page. 2. Short, captivating caption. Make sure a short caption, photo and/or video accompany the blog post. This makes your blog post interesting for your Page Fans. 3. @Mention it. In your blog post, @mention the URL where the article was published. For instance, was it in an industry journal thats on Facebook, such as Treehugger or Triple Pundit? Note: At popular Facebook Pages, @mentioning their Facebook Page encourages interaction with your Page. 4. Review feedback. Monitor how often users are interacting with your blog post. Are some titles more popular than others? If so, write blog posts catered to Fans interests. 5. Give props. In your blog post summary @mention co-authors or co-contributors in your articles when possible. 6. Short & snazzy. Titles of articles and other shared content should be easy to tweet and share. 7. Keep Notes. Keep your blog posts in the Notes Application if possible. If your Facebook users view your Facebook Page, they should be able to access your blog posts. 8. Share Buttons. Make sure to include Twitter and Facebook social media share buttons on the top and bottom of your posts. Like or Recommend (and tweet) each blog post once you write it. Note: Automatically sharing your posts can have a negative, spam-like effect because many tools, like Twitterfeed.com, create a tweet with the title and cut-off first sentence of your blog post. Try to make sure your content does not look like spam.

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Chapter
Groups

Groups were created to enable a small set of people to have more conversational interactions, such as clubs and teams. However, Groups are not just for book clubs. Groups can be incredibly powerful for those interested in collaborating and creating conversation. Definition: According to Facebook, Groups make it easy for you to build a space for important groups of people in your lifeyour soccer team, family or book club. Best used for societies, co-operatives, or collaborative networks, Groups offer Members the ability to invite others and share Events, links and multimedia content. Are Pages and Groups different? The short answer is yes. Rather than creating a Page, Groups allow easier growth because Members are invited in with the option to opt-out. Groups also cannot comment on other posts, which is possible when one is an administrator for a Facebook Page. Groups also do not have insights or analytics to determine the demographics of users. Plus, Group Members can chat together and create/edit documents together, which Pages cannot do.

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key features
Groups have administrators which Members are invited and blocked Group description available to Members Members can connect outside of Facebook with the Facebook Group e-mail address. When Members send e-mail to this address, all Members are notified. Only administrators can remove posts by Members, not other users Three privacy settings: closed, open and secret Open Groups require simple member invitation, as well as the ability to ban or remove Members Ability to create and edit documents within the Group Ability to create an Events so Members and Friends can RSVP, Members are automatically invited to Events Members can upload and share photos within the Group Administrator and Group Members can create Questions Members can chat together using the Group Chat feature
10 recommendations for successful Groups

In Groups, Members create more updates than community managers versus Pages. There are slight differences between the two for enabling conversation, Comments, Likes and Interactions. The following are recommendations for community managers starting a community using Groups tools. (17) 1. Set your settings. There are three privacy settings for your Group: open, closed and secret. If youre creating a Facebook Group for your business or organization, we recommend having an open Group.

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2. Name accurately. Create a Group name including the name of your company. 3. Do not spam. Administrators should invite only those interested in the topic. 4. Create conversation. Start the discussion off with relevant news or Events from your organization or others, or multimedia content specific to your industry. 5. Stay on topic. Create Status Updates with content especially around the industry-related content. Sharing information on Events and relevant links works well. 6. Share Multimedia. Share photo or video content. 7. Tweet it. Get your Friends involved in promoting your conversations on Twitter. Tweet about updates going on within your network. 8. Recommend Friends. Again, if you ask individuals to ask their Friends, tell them if they want a favor from you, they should feel free to ask you. Being the friend who always asks for favors can be a precarious place to be. 9. Publicize offline. From your promotional swag to e-mail signature, you should put links to your social networks in as many places as possible to advertise your online presence. 10. Create content. After several Status Updates, you may be interested in creating your own content rather than always sharing others content. Tip: The key to creating and sharing content is creativity and the interesting factor. Ideas for creating your own content include pictures of your companies representatives speaking, videos and other content creation.

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blogs

There are multiple reasons for you or your organization to publish a blog and then cross-post on Facebook, though we only have three included below. First, writing and publishing a blog demonstrates that your business or not-for-profit cares about industry issues. Second, your community is more likely to support and trust you. Third, your blog is an ideal place for the average conscious consumer or cause supporter on Facebook to find out more information about your business or not-for-profit. Definition: For this book, a blog is a series of articles posted on platforms like Typepad, Blogger and Wordpress around the cause you or your organization is most interested in. According to Wikipedia, a blog is, a website which an individual or group of users record opinions, information on a regular basis. (131)
4 recommendations for sharing blog posts with Groups

Sharing blog posts in Groups can be slightly different from Pages, especially because success metrics for Groups are especially based on your bit.ly click-throughs, Comments and Likes. Below are recommendations. 1. Share it simply. Because blog posts are difficult to automatically feed into your Facebook Group, share post in the Status Update box on your Group. 2. Give props to co-authors. @Mention co-authors and other contributors to let them know youre talking about them and the article. Downside: @mentions must be members of the Group. 3. Track links. Include the http://bit.ly or http://ow.ly version of the sites to determine how many views each update rendered when possible. 4. Invite Comments. Especially when the Group appeals with a cause you featured throughout your blog post, members are more likely to interact when they have been asked.

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photo and video sharing

Pictures and video are very powerful ways to share information. As with other social media tools, there are various ways to share multimedia content on Facebook. The easiest way to share such content is by visiting Facebook and sharing Photo or Video directly as a Status Update in the What are you doing? box.

Example of adding a photo

9 recommendations for sharing multimedia content on your Page or Group

Wondering how to leverage your next multimedia content upload onto your Page or Group? Start with the basics around your cause, and then think about what is creative and interesting. We recommend the following tips. 1. Tag pictures. When uploading videos via your desktop or after uploading from your mobile phone, make sure to tag yourself and others. Wondering where your photos will come from? Take them from a recently hosted offline or online event. Note: In order to tag photos, your administrator will have to be connected with attendees individually. The added benefit here is being connected with community members. Individuals will be tagged by your Page are apt to Like your organization if they have not already. 2. Share videos. Create videos from recent Events when possible. Whether they are webinars, slide decks or face-to-face Events, try to get video during as many events as possible. 3. Promote. Publicize your videos not just across Facebook and other social networks, but also through offline, including

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business cards, promotional swag or other advertising. 4. Share their content. If you recommend users generate original content in your next campaign, showcase their content across your social network streams including Facebook. Note: We recommend connecting Facebook to Twitter and then cross-posting to multiple LinkedIn Profiles in order for one post to cross-post to multiple social networks. There are other crossposting tools such as Su.pr and HootSuite, too. 5. Get Fans pictures. Add user-generated and official pictures into Photo Application. Make sure to remember to always have the permission of the photo owners and properly sourcing. 6. Cross-post pics. Share pictures from recent blog posts, while also cross-posting to eNewsletter, Twitter and other social media. This doubly promotes blog posts and photo content. For more on blogs, see Blog chapter next. 7. Embed from YouTube. If you upload videos via YouTube, embed them within your Facebook Profile (also cross-post to Twitter, social bookmarks such as Stumble Upon and Delicious, as well as other social networks). 8. Record video. Upload a video after or during your next Event. If you have not started to develop videos yet, what better time? Creating a video of attendee feedback onto a flip camera can be a quick win and is great content to publicize. 9. Turn picture into video. If youre due for a new video but have excess photo content, turn those photos into a video exhibition with a series of phrases and music.

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Chapter
Events

There are numerous online tools to create and maintain events, such as Eventbrite, Ticket Leap or Brown Paper Tickets (the fair trade ticket retailer). Facebook Events compliment these official event websites and are especially to amplify exposure through marketing and advertising. Facebook Events are especially useful to cross-publicize via your business Page or Group, or alternatively, as an individual to leverage your personal brand. The goal is to connect with as many Friends and colleagues who might be interested in your Event.

Example of a Facebook Event: Green Metropolis Fair

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key features
1.

Below are key features of Facebook Events: Events can be administered by one or multiple personal Profiles, as a Page or Group

2. Add photos or videos to the Event Page 3. There are two privacy settings for your Event: public and private 4. Block an individual from attending and getting information about an Event. This means that an individual will not see stories about the Event, but this can be undone. 5. Invite Friends, Fans and Group members to the Event, 100 at a time, as well as individuals not on Facebook by using their e-mail addresses.

6. RSVPing to public Events makes this visible to your Fans on their News Feeds. 7. @Mention the Event via Profiles is published on the Event Page. Also, Your Page (not Group) can also @mention the Event, further publicizing it.

8. Title, location and date for the Event Note: Every time the Event title changes, all attendees are made aware through as a Status Update (rather than a Message, but this still can become annoying if you are changing the title frequently) 9. Message those invited to the Event Tip: Best practice is to limit the amount of communications to several before the Event. This does different, though, in the case of groups gathering for protest or days of action where more frequent communication might be necessary.

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Questions to consider When creating an event page

Before creating your Facebook Event Page and publicizing the Event to your entire group of Friends, colleagues and other target audiences, we suggest you consider the following series of questions. 1. Which Profile(s), Page or Group do you want to create the Event?

2. Where will the Event be held? 3. Which online and offline tools are you using to publicize the Event? 4. How many people do you want to attend? 5. Do you want the Event to be private or public?

6. What style Event would you like to have? Note: If you want a more buttoned-up Event, you may want to create its own logo or banner. You will also want to update the copy to reflect the style of the Event. 7. How do you buy tickets? Note: Facebook does not yet enable PayPal or Google purchases for your Events, so official RSVPs will likely come from Eventbrite or Brown Paper Tickets.
10 recommendations for well-publicized Events

The following is a list of recommendations for creating a well-publicized Event. 1. Let them pay. Do we have a clear way to RSVP if tickets are not sold on Facebook (i.e. through Brown Paper Tickets or Eventbrite)? This can happen at the top of the Event Description. 2. Tweet it. Tweet about the Event with this optional format, We have a great event happening http://bit.ly/RSVP Join in! #hashtag. If your Page automatically tweets out, creating a Status Update on behalf of your business for the Event can also

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serve as this publicity tweet. 3. Invite Friends. Increase the number of those invited by inviting contacts in your network that would be interested in the Event. It helps here for your contacts to be organized into Groups on your profile dividing the family members from business colleagues. 4. Quality versus quantity. Do not be consumed with the number of people who have RSVPed. What is more important is the conversation the Event creates. How many conversations are happening on the Event Wall? 5. Link RSVP Pages. Let your official RSVP Page know they can also RSVP via Facebook Page. On the Event website itself, include the Facebook Event website that counts the number of clicks (use http://bit.ly). Note: On Meetup.com, you can put this in the Comments section or on EventBrite, you can put this in the Description section. Just make sure it is somewhere on the Page. 6. Include the hasthag. Inform participants about your Event hashtag. When you categorize your hashtag, youll be able to quantify how many tweets happened. Tip: Like #sm4socent, make Twitter tags specific. Generic hagtags are likely already used by others, such as #Green #London. The more specific, the better. 7. @Mention. Make sure partners and sponsors have @mentioned the Event on their Page. 8. Use video. Create a video for the Event if possible, and include the official website to RSVP as well as mentioning the official Facebook URL. 9. Create a microsite. Create a microsite for the Event, especially when working with partners or sponsors. Microsites offer enhanced advertising space for larger advertising budgets. 10. Start a Facebook Ad. Create a Facebook Advertisement for the Event. To learn more, see the Facebook Ad chapter. 11. Make it public. If you would like more people to visit your

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Event Page and RSVP, we recommend making the Event public. When the Event is public, anyone can RSVP. When the Event is private, RSVPs will not show up on News Feeds. Tip: In addition to Facebook, we also recommend promoting your Event through Meetup.com groups, syndicating blog posts about the Event, posting to related Yahoo or Google Groups, promoting at other industryrelated Events, creating and inviting other contacts on LinkedIn and advertising the Event to your eNewsletter list. Again, Facebook is one component of successful marketing and advertising efforts.

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Chapter
Places

The Places feature on Facebook allows you to share with your Facebook Friends your current physical location. Along with letting your Friends know your location, you are able to see which Facebook Friends have Checked-in at locations near you, get Deals, Review and create Photos for the venue. Note: If your business or not-for-profit is only online we dont recommend this feature, but instead focus on other aspects of your Facebook presence. In that case, move on to chapter seven.

CheCk-in

Will you attend or speak at a conference, seminar or other professional events? On the other hand, are you at a launch party or other special event? This can be an ideal place to enhance your personal brand and pick up a Deal and other special benefits along the way. For more reasons to use Places for personal and business brand development, see the reasons outlined below. Definition: The process of identifying what physical location you are at using the Facebook Places feature is called Check-in. Updated on your mobile device, Check-ins show up on your News Feed as a Status Update.

key features
1.

In addition to your Check-in, you can also provide a short message telling your Friends why you are at this location or how you like it. For example, Just arrived to the Solar Industry

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National Conference and looking forward to seeing the exhibits this year. 2. Your Check-in gets reflected on the Facebook Place (and corresponding Facebook Page if the two are connected) 3. After over 2 and no more than 20 Check-ins, you can earn a Deal 4. Those who Check-in can also upload reviews 5. Alongside your Status Update, you can also upload venue Photos

Why use places: personal

When using the Places feature in your personal Profile, there are three specific benefits of using the Places feature. 1. Talk it up. Check-in and promote locations you are at to enhance your personal brand. 2. Being charitable. Get Deals in the form of discounts or donations to a charity. Once you Check-in at a location, if the business you Check-in at works with a charity, your Check-in will help a specific charity. 3. Deeper connections. Tag your Friends and you will be connecting more deeply with members in your community. 4. Get Deals. When you Check-in frequently, you also get the chance to earn Deals at Places you enjoy most. 5. Learn about competitors. Learning about what your competition is doing on Places can be a good idea. Learn from their mistakes.

Why use PlaCes: business or not-for-Profit

When you use Places on behalf of your cause-based business or not-forprofit, there are numerous specific benefits. 1. Controlling your info. Your business can manage business listing information, such as your logo, address, contact

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information, business hours and profile picture. 2. Reaching conscious consumers. More opportunities for your green business. Customers who may not have heard of you previously can both learn about your business and show their Friends they have Checked-in, publicizing to their Friends. 3. Knowing their name. Determine which Facebook users are Checking-in to your store, including reporting tools. 4. Repeat business. To increase customer loyalty and repeat business through providing Loyalty Deals. This Deal can be especially useful for green product launches. 5. Partnership opportunities. For not-for-profits, there are opportunities to partner with businesses for a win-win donateper-Check-in campaign through the Charity Deals feature. 6. More Friends. Checking-in to Places using the Friend Deals feature encourages conscious customers to Check-in with Friends. Then, larger groups of consumers can further announce your products or services.

Example of Place: Halifax Seaport Farmers Market

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12 recommendations for using Places for business brand development

Using Places as a business should enhance your brand. Below are numerous ways to promote your business brand using Places. 1. Claim your business. Make sure your business can manage the business listing information, including logo, address, contact information, business hours and profile picture. 2. Connect Place & Page. By connecting the Check-in and Page together, your business or not-for-profit has an even more interactive Page that users are more likely to Like and share. 3. Offer Deals. To gain new customers through offering individual Deals. There are five Deals, with three mentioned below. 4. Offer Loyalty Deals. To increase customer loyalty and repeat business through providing Loyalty Deals. This Deal is especially suggested for green business and corporate philanthropy projects. 5. Offer Friend Deals. To encourage your customers to invite their Friends by using Friend Deals, you can get larger groups of consumers to buy together. 6. Offer Charity Deals. As a corporate philanthropy campaign, in order to create positive brand perception and great publicity, partner with a not-for-profit in the form of a Charity Deal. Note: This is win-win exposure for you and the organization youre donating to. Are you a business that donates 1% to the planet? Partner with another organization or donate alone to an environmental not-for-profit of your choice. 7. Partnership Opportunities. For not-for-profits, investigate whether current partners or sponsors are interested in connecting around creating their Charity Deal. 8. Who Checked-in? Make sure updating Facebook Places information is part of the community managers tasks. 9. Encourage Check-ins. Either label your company with your Facebook Places badge or Foursquare if you choose. 10. Review competition. What are others within your industry

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doing on Facebook Places? 11. Show reviews. Recommend your organization or Place show reviews. Reach out to loyal customers and ask them to Check-in, and reward those who tell positive stories about your company. 12. Seek user engagement. For example, when users Check-in, recommend they take photos of themselves using your product. This is especially useful with business to consumer products companies with brick-and-mortar locations.
5 recommendations for using Places for personal brand development

Using Facebook Places as an individual is not just about Checking-in at specific events. There are numerous ways to promote your personal brand using Places. 1. Claim your Place. If you are the community manager for a green business or not-for-profit with a physical location and have not claimed your place for your company, do it. 2. Business check-in. If you are managing a corporate social responsibility campaign, feel free to Check-in at the main location of your business. 3. Check-in with clients. If you are a consultant or green business executive, Check-in at customer visits to promote your clients while also publicizing their developments. 4. Networking? Check-in at conferences, networking events and industry talks. That way you can broadcast to your Friends the industry events you are attending. Tip: There are numerous international green events like Green Drinks or otherwise. Go Green Expo has a large trade show event in Los Angeles every year for green business. Want to let Friends know you attended that or other responsible business events? Check-in either to the Event and take a picture or video if possible. 5. Check-in at meetings. For not-for-profits and green business executives, Check-in at key meetings at work to broadcast important things you are working on at your business, recommending your Page or Group when possible.

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Tip: For corporate philanthropy programs, Check-in to meetings with others within your company who are in your department, noting your corporate philanthropy Page when possible.

add & claim your place*

Many locations are automatically added to Places. Like Foursquare, if your business or not-for-profit has not claimed its Place, add it by using the Facebook Application on your mobile phone. Definition of claiming your Place: Whether you have an Event or brick-and-mortar location, claim your location to see who Checkedin. Once you add it to Facebook, anyone can review and Check-in. For instructions, see the Step-by-Step Guide.

merging facebook page & place*

Does your business or not-for-profit have a Page and Place? Once you claim your Place, we recommend you merge both. This will create a more interactive Page with more chances for your Fan to connect with your brand and your Page. Definition of merging Page & Place: This adds location data to your Page, including the total number and most recent Check-ins. For more, visit the Step-by-Step Guide.

*The above features are important in cross-promoting Pages. As these features are subsets of Pages and Places, they do not require key features and top recommendations.

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Chapter
Deals

Much like Groupon, Facebook has learned how valuable group coupon Deals can be for business. Launched in November 2010 and updated February 2011, Deals are now available in many cities throughout the USA, UK, Canada, France, Germany, Italy and Spain. We expect this feature to expand quickly, so we are covering it in this book. Green businesses, corporate philanthropy and not-for-profits can all use this feature. Definition: Deals are redeemable after no fewer than two and no more than twenty Check-ins. There are two ways to acquire Deals. Firstly, using Facebook on your mobile device. If Facebook Places have green or yellow tickets/icons when Checking-in, that location has a Deal. Secondly, the Desktop Deals feature is promoted to Facebook users through Facebook e-mails. Desktop Deals users can Like, Share or Buy the coupon on Facebook.com. (142)

key features

While desktop and mobile Deals are slightly different, there are many of the same features available to promote specific products or services to your target audience. Below are key features for Deals: 1. Easy to Share. More for desktop Deals more than mobile Deals, but both are easy to share with Friends. 2. Easy to purchase. Whether you are using your mobile device or desktop, purchasing Deals are simple. 3. Individual Deal. You can offer this type of Deal to both new and existing customers. You may create Individual Deals when

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you want to launch a new product, get rid of excess inventory, offer seasonal incentives, or simply increase sales. 4. Friend Deal. Friend Deals allow you to offer discounts to groups of up to eight people, when they Check-in together. Note: Friend Deals are a great way to build even more exposure for your business because more stories are generated when multiple people Check-in. 5. Loyalty Deal. To focus on rewarding your most loyal customers, create a Loyalty Deal. Note: Customers may claim these Deals only after a certain number of Check-ins. Depending on your business; the number of Check-ins may vary. 6. Charity Deal. Create a Charity Deal to make a donation to the charity of your choice. This is a great way for your business to give back to the community while adding a human touch to their business. Case study: North Face donates one dollar to the National Park Foundation for every person who Checks-in at a North Face stores or National Park.

Example of Deal Page: The Dive Shop on McEver

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mobile deals

The first kind of Deal available is for those accessing Facebook using their mobile devices. Definition: Facebook Deals are especially useful alongside Places for mobile users. According to Facebook, finding Deals near you is easy. On touch.Facebook.com or the latest version of Facebook for iPhone, touch Places and then Check-in. Nearby Places with Deals have yellow or green icons.

desktop deals

Not using Facebook Mobile or an iPhone? Not to worry, Facebook Deals are also available using your desktop. When logging in to cities where Deals are located, Deals links are available on your Facebook personal profile. Definition: Clicking the Deals link on your home page will open up the Deals Page, which includes all Deals available in your area. On that Page, users can choose to Like, Share or Buy Now. When you do either, this creates a Status Update. Each Deal has its own Page that contains information on who Likes the Deal, a picture, description and instructions on how to redeem the Deal.

Example of the Facebook Deals Page for San Francisco, CA

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Example of a Deal in the News Feed

creating deals

Interested in utilizing the Facebook Deal feature as a green business? Facebook Deals are only available to a limited set of markets currently. Interested in partnering with a business to become part of their Deal? There are several ways to move forward, but we recommend working especially with vendors or partners you already have an existing relationship with. For more information, or a consultation on using the Facebook Deals feature in your next campaign, e-mail facebook@carbonoutreach.com.

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Chapter

Ads & Sponsored Stories

At this point, you may be thinking, Our business is currently struggling to connect with users. Perhaps, where does my organization start in acquiring Fans within our target market? Alternatively, based on your Pages Facebook Insights metrics, Currently, our Fan base does not represent the target audience. Facebook Advertising can be an excellent way to target customers and donors around specific campaigns, Events or to increase Page Likes. There are several ways to advertise on Facebook, including Facebook Ads and Sponsored Stories.

facebook ads

Around 75% of brand Likes come from Facebook Advertising, so it can gather steam for your new Page or continue driving up support for your already existing Page. (124) Definition: Facebook Advertising is a paid advertising spot users see when logged in to their Profiles. Currently, Ads can be created to drive visitors to your website, Facebook Page, Event or Application. Ads can be targeted based on age, gender and specific interests. See the Step-By-Step Guide for instructions on how to create an Ad.

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Example of a Facebook Ad: Beekman Boys Event

10 recommendations for Facebook Ad campaigns

Having your own creative and picture combination can certainly be a challenge. We recommend the following tactics when creating your next Facebook Ad. 1. Donors or customers? Inside and outside Facebook, it is important to define where your current sales or donor base comes from, as well as how you plan to connect with them in the future. 2. Know your audience. Choose interests that match your target audience like parent, eco, sustainable or otherwise. These interests reflect the kind of individuals that you are searching for. Case study: Clorox Green Works effectively targeted based on those who liked clean and green. Which adjectives could you use to describe your target audience? 3. Segment. Create multiple Ads targeting fewer people. Make the creative specific to that market segment. This refines who will RSVP to your Event, click-through or Like your Page. 4. Draw attention. Use images that draw in your target audience and appropriate for your target market. Try out a variety of images across your multiple Ads when possible.

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5. Create multiple Ads. Test out several Ads at the same time to see which works best. 6. Budget daily. Make sure your daily budget makes sense for you. This determines how much is the maximum amount you will be charged. 7. CPC versus CPM? Your Ad can either be paid for per thousands impressions (CPM) or per click (CPC). Using pay per click means you can have thousands of impressions and not pay unless those interested click or Like the Ad. 8. Create a daily budget. Determine your cost per click (CPC) or per thousand impressions (CPM) that fits within your daily budget. 9. Think long-term. How does this Facebook Ad lead into sales or donations? 10. Whats your type? Are you using the Facebook Ad to promote your website, Event, Page or Application? Have a specific Event or Page in mind for your Ad campaign if you would rather have Event attendees or website traffic.

sponsored stories

Are you interested in utilizing the trust your target audience already has with their Friends? Then Sponsored Stories could be for you. Instead of an interesting picture, Sponsored Stories provide incentive of Friends suggestions.

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Example of Sponsored Story: Carbon Outreach Definition: Sponsored Stories are Status Updates by Friends that are eligible to appear in your News Feed. These are located on the right hand column of your Facebook Profile labeled Sponsored Stories. Types include: Page Likes, Status Updates on Pages, Page post Likes, Check-ins, Applications shared, Applications used and Games played. (125) Unlike Facebook Ads, Sponsored Stories are recommendations based on users and Friends interactions. Facebook Place owners, Facebook Page owners and Facebook Application owners can purchase Sponsored Stories. Note: The down side of using Sponsored Stories is their lack of contain custom messages, though often paired with news about Friends social actions such as Liking a Page, RSVPing to an Event or downloading an Application.

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Chapter
Applications

There are thousands of Facebook Applications for your Facebook Profile and Page. Applications allow you to accessorize your Facebook Profile or Page, expanding from the usual to custom-design Page sections. Definition: Applications add sections to your Facebook Page or Profile through developer-designed tools, including Causes, Twitter and numerous others. If you are considering designing a custom Application, see our information on custom Applications later in this chapter.

key features

1. For Profiles & Pages. Though for Pages, Applications usually have their own section within the Page, on Profiles, Applications are only visible for the individual, rather than Friends or others. 2. Custom or Public. Used from the Facebook Application directory or through a custom-built Application. 3. Not for Groups. One of the downsides of having a Group is there are few ways to 4. With other social media. In conjunction with other popular social media sites like Flickr, Twitter, Constant Contact and LinkedIn.

13 useful applications for Profiles and Pages

1. Causes. According to Facebook, Causes empowers anyone with a good idea or passion for change to impact the world. Using our platform, individuals mobilize their network of Friends

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to grow lasting social and political movements. Since 2007, Causes has raised over $30 million for 25,000 not-for-profits internationally. For more, see the Causes feature next. [Personal Profile & Page] (136) 2. Branch Out. This is a LinkedIn-style social networking Application to help you discover business opportunities through Friends. There, youll be connected with over 3 million job listings. [Personal Profile] (137) 3. Poll. Similar to the Question feature, the Poll Application enables Pages to create and share polls. Currently, there are over 2.3 million users of this Application. For recommendations, see the Questions chapter. [Page] (138) 4. Twibbon. When creating your campaign to raise awareness, change legislation or educate, Twibbon is a great way to expand your reach virally. How it works: produce a small logo for participants to upload onto their Facebook Profile picture. Some successful Twibbons include, No to Prop 8 and Pray for Japan currently garnering around 50K uploads each. [Personal Profile & Page] (139) 5. Constant Contact Labs. This Application helps Facebook users interested in your business or organization to join your Constant Contact newsletter list. (18) [Page] 6. Marketplace. Facebook Marketplace lets you sell, give away, buy, rent, ask, or search for anything you want in your area. You can also support charities by selling for a cause. Marketplace makes it easy to see what your Friends have posted and what is available in your area. (19) [Personal Profile] 7. Networked Blogs. Import your blog feed to your Profile or public page to promote your blog on Facebook and to discover new blogs. Networked Blogs is a community of bloggers and blog lovers. Join the fun, add your blog, and connect with others who read and write about subjects you like. (20) [Personal Profile] 8. Slideshare. Upload your presentations, documents, PDFs, add mp3 audio to make webinars or embed YouTube videos. You can also import your SlideShare.net presentations into Facebook. (21) [Personal Profile & Page] 9. Video. Facebook Video allows you to publish videos on

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Facebook and send video messages to your Friends. (22) [Page] 10. Petitions. When you add the Petitions Application, you can create and sign petitions on issues you feel passionate about. (23) [Personal Profile & Page] 11. Eventbrite. Are you organizing an event through Eventbrite? This Application gives you all the online tools you need to bring people together for an Event and sell tickets especially within Eventbrite. (24) [Page] 12. Twitter. Use the Twitter for Facebook Application to: find and follow your Facebook Friends who tweet, post your tweets to your Facebook Profile or Facebook Page, encourage your Facebook Friends to follow you on Twitter. (25) [Personal Profile & Page] 13. StumbleUpon. Flipping from web page to web page across more than 500 topics like you would go through your favorite magazine. Because StumbleUpon knows your interests users see content already filtered by like-minded users who share the same passions and interests. (26) [Personal Profile] Do you have a business need not met by one of the Applications listed above? Next, we cover custom Application development and some reasons your organization would want to create a custom Application.

Why use custom applications

If you dont find the functionality you are looking for in an existing Application, businesses and not-for-profits can create their own custom Application. Creating your own Application can be time consuming and also be very valuable, so if you want a place to secure donations or other forms on your Facebook Page, you may not want to offer your Application to others. Below details reason for creating your own custom Application: 1. System integration. Tight integration with your social enterprises information system. By creating your own custom Application, you can have your custom Application update data

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in your accounting system, inventory system, donation system or other information system. Note: If you use a third party Application, you would not have this tight integration and be required later to transport data from the third party Application into your company information system. 2. For branding sake. Third party Applications are built for use so their user interface is often generic and has limited branding opportunities. To bypass this limitation, you can create a custom Application that is built from the ground up, to look and feel like your brand. 3. For functionality. To get functionality not available in other Applications. While there are many third party Applications, you might not find the exact functionality you need and so you will need to create your own custom Application. 4. To be exact. You might find a third party Application that does what you want, but you might feel that the user experience is not good enough for your brand, which would motivate you to create your own custom Application that has the exact user experience you are looking for. Note: Often third party Applications are built to solve a general problem and so they have extra features you dont need or have a user experience that is not optimized for your specific business needs and so a custom Application is required. Custom Facebook Applications are web Applications wrapped by Facebook navigation. The web pages for the Application are served by your web servers and integrate with your backend just like your web pages. If you do not have the time or knowledge to create your own custom Application, contact Carbon Outreach at facebook@carbonoutreach. com. We can create a custom Facebook Application to meet your unique business requirements.

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9 recommendations for custom Application development

If you are looking to create your own in-house Facebook Application, we have recommendations. Consider the following list when creating your custom Application. 1. Dont re-invent the wheel. Use an existing Facebook Application if it exists. Note: Creating an Application can be time consuming and difficult. If you can use an Application that already has the functionality you need, make your life easier! Save time and money for your cause. 2. Keep it simple. As with any Application, dont make it any more complicated than needed. 3. Match your brand. Make it look good by matching it to already existing branded material. Spend your time making the Application look and feel like your organization. 4. Size correctly. Because Facebook wraps its user interface around your Application, make sure you design your Application to work within these size confines. 5. Make it viral. Take advantage of integration with Facebook features such as status messages to have your customers publicize your Application to their Friends. 6. Publicize it. Publicize your Facebook Application on your website and offline literature just like you advertise your Facebook Page. Since you spent all the time to create the Application, let people know you created it. 7. Consider performance. Your Facebook Application user base can grow quickly if available on the Facebook Application Directory. If so, be prepared to have thousands of users. 8. Think about scale. Make sure your Application looks good when you have 1 or 1,000 or 100,000 members all using your Application. 9. What about admins? Your Facebook Application (like your corporate website) should be easy to administer by your administrator (or site manager in the case of your website).

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causes

The Causes Application has been very successful, raising $30 million since starting in 2007, the proceeds going to 27,000 not-for-profits across the United States. It is one of the most used Applications on Facebook with over 16 million users. Definition: According to their Page, the Causes Application, [allows] individuals to mobilize their network of Friends to grow lasting social and political movements. This Application only donates to GuideStar. org registered not-for-profits with 501(c)(3) status, so there is some limitation there. How it works: Anyone can create a Cause and invite their Friends to support that cause. There are already thousands of Causes created. Once someone joins a Cause they can promote, donate and receive Messages from that Cause. If youre a social enterprise, you can use this Application to raise money for Causes your organization supports (unless you have a non-profit wing of your company). If youre an individual, you can raise money for Causes on your personal Profile and invite others to join your Causes, as well.

top 5 causes include

1.

Aflac Cancer Center and Blood Disorders Service of Childrens Healthcare of Atlanta Donated via Causes: $1,174,918 Members via Causes: 1,334,927

2. Zynga for UCSF Benioff Childrens Hospital Donated via Causes: $822,276 Members via Causes: 13,666 3. The Nature Conservancy Donated via Causes: $418,713 Members via Causes: 432,160 4. TPRF: Food for People Donated via Causes: $368,553 Members via Causes: 442,567 5. Campaign for Cancer Prevention Donated via Causes: $321,795 Members via Causes: 6,113,138

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how do you accept donations for your not-for-profit in causes?

Only U.S. based not-for-profits (registered 501(c)3) can accept donations via the Causes Application. Along with being a 501(c)3, the organization must also be registered with GuideStar, a database that Causes uses to pull not-for-profit information. Monthly, the donations made via Causes are sent to the not-for-profit to the address listed in GuideStar. (140)
10 recommendations to support Causes on your Personal Profile or Page

Want to be a thought-leader around a cause you care about? Are you a not-for-profit champion associated with one particular cause or several? Below are several recommendations for getting involved with the Causes Application to support your personal brand. 1. Donate. Within the Application itself or by having your own fundraiser, raise money for the Cause of your choice. 2. Add the App. Make sure Fans can learn about and interact with your Cause directly on your Page. 3. Create a wish. This happens when a person organizes their Friends to donate to a specific Cause. This is particularly popular for birthdays or marathons, but could also be used for Christmas, Chanukah or other holidays. 4. Survey says. Either view an Ad or take a survey and to earn 10 for your Cause. Make sure your supporters continue to interact with your Cause. 5. Donate your birthday. Using your birthday to raise donations for your Cause or not-for-profit can be very successful. Take Charity:water for example. Case study: In four years, Charity:water used birthday fundraising to raise more than $20 million. Will and Jada Smith recently celebrated their birthdays in the name of Charity:water, raising $109,000 since September 2010. (27) 6. Invite Friends. Suggesting Friends join the Cause and donate can provide more users to the Cause.

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7. Change your Profile picture. Put a Twibbon on your Profile showing your support for a particular Cause. 8. Cross-post to Twitter. Tweet the Cause via Twitter using a @mention or #mention. If your tweets are published on your Facebook Page, then your Facebook Friends will also see what you have published via Twitter. 9. Write a blog. This can go in the Notes section of your Profile or Page. Tip: Syndicate. Once you have completed that article, we recommend automatically sharing your blog posts as Notes on your Facebook Profile using the Networked Blogs Application. Tweet about the blog post and get it syndicated to larger media outlets. 10. Social bookmark. Share your Cause via social bookmarks such as StumbleUpon, Digg or Delicious.

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Chapter
Metrics

10

In order to determine the success of Facebook campaigns, monitoring the number of visitors, as well as number of interactions through metrics is essential. This chapter covers metrics to measure the success of your Facebook presence, including for Pages, Groups, Ads and Profiles. Facebook provides reporting tools to help you understand the impact of your Facebook Pages and Advertisements called Insights. While there are no Insights for Profiles or Groups, we include other ways to judge success without metrics.

pages

Facebook provides powerful analytics and reporting tools called Insights which includes numerous metrics of your Facebook Page. Definition: Within Insights, business and not-for-profits can find information about the effectiveness of their Pages and Ads. As Groups do not have Insights, we often recommend Facebook Pages over Groups.

key features
1.

Insights for Pages are the most useful, and having the most features, including: Number of weekly, daily and monthly Likes

2. Websites that refer to your Facebook Page, such as Google, your website, blog or otherwise

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3. Which posts* received the most impressions and feedback, such as comments and Likes 4. Number of post impressions 5. Number of @mentions, based on daily, weekly and monthly segments

6. Number of Fans commenting on and/or Liking posts 7. Visitor ** location demographics, including city, state and country information

8. Languages spoken by Fans 9. Age of average visitors 10. Applications or sections which Fans Like and visit most frequently 11. Number of videos or photos views 12. Number of user-generated videos uploaded 13. Number of Discussion posts created *Posts in this case are also Status Updates **Visitors do not have to Like the Page or become Fans. These are simply users that visit your Page.

personal profile

Currently, there are ineffective and often spam-like Applications to determine the success of your Facebook personal Profile. Versus a business Page, there are fewer ways to determine how many people are viewing and interacting with your Facebook Profile.

key features

Not to worry, these questions help determine the successful of your Facebook Profile, including:

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1.

Have you been approached for business through Facebook?

2. How many business conversations have you had due to Facebook? 3. How many business associates have you encountered and professional relationships have you developed among your Friends? 4. How many times have your peers recommended you as a thought-leader and/or expert? This happens with the @mention within their personal Profile or business Page Status Update. 5. How many Friends do you have versus the amount of interaction you see? Though the average Friend list is around 150, do you feel Facebook represents friends and colleagues with whom you have a personal and professional relationship? (28)

group

There are many advantages to having a Group. However, metrics isnt one of them. Currently, Groups do not have as many ways to measure site visits, demographic and other information from members and visitors.

key features
1.

Without Insights available, answer the following questions to determine the success of your Group: How many conversations are there? Sheer numbers of conversations are visible through Status Updates. How many Status Updates have happened within the last week or month?

2. How many members are there? 3. Frequency of Chats and Status Updates versus administrator updates. For example, when was your last user-generated conversation? 4. How many public Chats have happened?

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5.

How many documents have been edited or uploaded?

6. How many Comments are posted on user-generated vs. moderator-generated updates? 7. How often are Members posting quality content?

8. How many members have invited their Friends? This is visible via their Status Updates on the Group page saying, Member Name has invited Member Name to join this group. 9. How many members have RSVPed to Events? How many RSVPs total do you have for your Events? 10. Of those Events, how many total Comments and @mentions do you have? This happens when Pages or individuals @mention the Event on their Status Updates.

ads

You have created your Facebook Advertisement or Sponsored Story, now what? After day one, you can determine how many thousand impressions and clicks each Ad received by reviewing the reporting tools provided by Facebook. All of these reports reside in your Ads Manager (126).

key features
There are three key metrics, including: 1. Performance metrics. Alongside useful graphs, including date, impressions, number of clicks received, social %, clickthrough rate and average cost per click. For definitions, see Glossary.

2. Demographic metrics. Information around these metrics includes age, gender and location of the people who are clicking on your Ad. 3. Social metrics. These metrics show the number of Friends of Fans who viewed your Page, Event or Application.

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Chapter
Mobile

11

If your phone can access the internet, you can use Facebook Mobile. Are you one of the 250 million users actively using Facebook Mobile? As of January 2011, you wont be alone; 2 of 5 users connect through their mobile device. (130) Currently, there are two ways to connect to Facebook on your mobile device, either through the Facebook Mobile website or through Applications suited especially to your smart phone.

key features
o o o o

Facebook Mobile website Logs into Facebook directly using a more effective browser Facebook Mobile website enables mobile phone users with internet access a direct link to their Profile, messages and Wall Mobile-optimized navigation and content is optimized for low bandwidth and small screen sizes Has many of the same Profile tools available on the Facebook website

Facebook Mobile Application o o Facebook Applications enable mobile phone users to access their Profile, messages and Wall Currently, Applications are available for iPhone, iPad, Android, Blackberry and Windows Phone

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Facebook Applications are primarily for accessing personal Profile information, rather than Page or Group information

9 recommendations for using Facebook Mobile for personal brand development

1. Upload pictures. Though tagging pictures is better done on your desktop, uploading pictures via Facebook Mobile is a quick and simple way to upload mobile pictures. 2. Upload videos. During your next conference or seminar, interview the organizer and upload the video to Facebook. Another option is to upload funny videos of kids, friends or others to keep your information more personal, friendly and fun. 3. Tweet. Also share those videos and photos with Twitter using the TwitPic mobile feature and also using Twitter. 4. 15 minutes free? Check-in, comment on and Like posts from Friends, Like Pages and stay in touch. Using Facebook several times weekly is advised. What information are your colleagues and friends sharing? 5. Share Blogs. Reading a blog on your mobile phone? Share it with Facebook by Liking the article or website using the Like Plug-in. 6. Search for Friends. Search for colleagues and friends after meeting them, and add them on the spot using your Facebook Application or Facebook Mobile website connection. 7. Use Posterous. Too busy to write long blog posts? You can create short blog posts and post them to Posterous. We recommend Posterous for shorter blog creators, but for longer blogs use Blogger, Wordpress or Typepad. 8. Comment on Events. Book tickets for your next Event using your mobile device? Like and/or Comment on the Event Page. 9. Update your status. There are two ways to do this: via the Facebook Mobile website or on the Facebook Application. Tip: For the Google Android, the Set Your Status Application is great for updating a simple Status Update like, Had a great meeting with @nakisnakis. Alternatively, Just saw the most inspirational film! Have you seen @TheFuelFilm?

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Chapter
Social Plug-ins

12

There are numerous ways to share links as Status Updates on your personal Profile or Page. In 2010 alone, Facebook itself drove up social sharing by 44%. (30) Facebook Social Plug-ins are becoming more widespread, especially across media such as news and blogs. Like Twitter, part of the success of Facebook is due to the multiple ways to create Status Updates, including through activities inside and outside Facebook. Like or Recommend a Page outside of Facebook? You used a Social Plug-in. This chapter covers how and when to use four specific Social Plug-ins in your Facebook community management and campaigns. For more technical details, or how to integrate Plug-ins within your website, we suggest reviewing Facebook Developer documentation. Definition: Social Plug-ins allow you to integrate functionality from Facebook into your website so that your customers can better share content on your site with their Friends. Social Plug-ins fit best in websites, blogs and other online properties.

key features
1.

Social Plug-ins, unlike other features, often require one line of HTML to implement.

2. Therefore, Plug-ins represent a quick win to increase interactivity of your current website or blog. 3. Allows users to interact with your Page without leaving the website, microsite or other static web page.

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like or reCommend Plug-in

Have you visited a blog and Liked a post? Then you have used this Plugin. For your website or blog, would you like to enable Facebook users to recommend your content to their Friends? Making this easier for Facebook users means more conversation on Facebook. Definition: The Like Plug-in includes what your site visitors Like while also publishing as a Status Update on their Profile and News Feed. These Status Updates show up when Liking blogs, videos or other multimedia content.
4 recommendations for using the Like Social Plug-in

There are several ways to utilize Plug-ins, so we recommend you employ the following tactics to make the most of this feature. 1. On your blog. On the top and bottom of your blog posts, your Facebook and Twitter buttons should enable users to share the content easily. 2. On your eNewsletter. Constant Contact makes it very easy for users to Like content, therefore sharing your newsletter onto Friends news feeds. 3. On your website. Wondering whether your users would Like your website? Include the button and you will quickly see some Pages are more popular than others. 4. On your event website. Like putting this button on your website or blog, we recommend putting the button anywhere your consumers or donors may Like your web page. Note: If are considering live streaming your next Event, visit the live stream Plug-in.

find us on faCebook Plug-in

Have you visited a blog or website with a widget noting how many Facebook Fans the Page had? It also included pictures of other Fans, who may have been Friends? This Plug-in is especially useful for any location where your not-for-profit or business has information about its social networks.

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Definition: This Plug-in enables users to Like your Facebook Page and view its stream without leaving your blog or website. This Plug-in publicizes the outreach efforts you are making on Facebook, number of Fans, as well as recent Page Status Updates. There is no Find us on Facebook Plug-In for Facebook Groups. If you are interested in publicizing your Facebook Group, you could take a picture of it and include the URL of the Facebook Group itself. However, in that case, users would be taken away from your website.

facepile
This Plug-in looks professional and very clean compared to its simpler Find us on Facebook alternative. However, this Application looses the functionality of being able to see Status Updates and number of overall Page Fans. Definition: The Facepile Plug-in displays Profile pictures of users who have Liked the particular Page. This Plug-in is especially useful for using alongside a blog, news site or website.

Example of Facepile Plug-in

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live stream

Considering live streaming your next Event? This Plug-in can crosspromote your Event from Facebook onto your website or blog. This Plugin is another next generation of Plug-ins that is very professional and can support live streaming Events. Definition: The Live Stream Plug-in lets your users share activity and Comments in real-time as they interact during a live Event. This Plug-in can be especially useful during live Events that your donors or customers are invited to such as webinars or conferences. Venturing into the world of live streaming is a smart move. Many subscribers are more interested than ever in avoiding travel, saving money and watching video. Why not have an interactive seminar online and have even more interaction on a live streaming Plug-in?

Example of Live Stream Plug-in

7 recommendations for using the Live Stream Plug-in

1. Keep action rolling. Point your video feed directly at the action to keep users at home involved. 2. Tweet conversations. Have a conversation on Twitter happening at the same time to address any Twitter questions

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using a well researched, specific #hashtag. 3. Testing 1, 2, 3. Make sure to test your Plug-in before launching it. Having an error during your Event can make your brand look bad, so testing ahead of time is important. 4. Cross promote. Publicize the Event via your Facebook, Twitter, eNewsletter and all other social networks. 5. Plan an Ad. Grab a Facebook Ad around your Event to increase the numbers of RSVPs. 6. Make video available. Here, producers can either make this video paid or complimentary, depending on the production value of the content. Tip: If your video of the Event is complimentary, e-mail those who have RSVPed inside and outside Facebook to encourage them to watch and engage with the video. 7. Get promotional. Making promotional materials? Make sure they are clearly visible for the camera, such as an event poster next to speakers.

Comments Plug-in
Have you been able to comment on a Page also publishing the Comment to your Facebook Profile? Then you have likely used this feature. Definition: The Comments Plug-in lets users Comment on any piece of content on your site. If the user is logged into Facebook, the Comment shows up in their News Feed. This Application is useful because according to Facebook, Comments are easily shared with Friends or with people who Like your Page on Facebook. Friends and people who Like the Page can then respond to the discussion by Liking or replying to the Comment directly in the News Feed on Facebook or in the Comments Box on your site. Threads stay synced across Facebook and on the Comments Box on your site regardless of where the Comment was made.

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III
HOW TO USE FACEBOOK?
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Section

This section reviews How to use Facebook? Here, authors touch on digital advertising, community management. Features included are the most important elements in creating a solid foundation for community management, and even include basic rules of online community engagement. These can help create the foundation for a social media plan. Additionally, we present lessons learned from 17 detailed case studies analyzing the social media community management tactics, as well as specific campaigns. These are extensive reviews of case studies from green businesses, not-for-profits and corporate social responsibility programs.

SECTION IV Chapter 13 Building a Strong Foundation .............................................. 82 Chapter 14 Community Management ..................................................... 85 Chapter 15 Green Business Cases ............................................................ 87 Chapter 16 Not-for-Profits Cases .......................................................... 105 Chapter 17 Corporate Social Responsibility cases ..................................124

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Chapter

13

Building a Solid Foundation

Before executing specific marketing campaigns, we recommend first creating a strong online foundation. The following list includes components of successful presence online. Strong corporate website. The corporate website should be the hub of all your online presences (all online and offline marketing should lead back to your website). The website should be professional and present your brand appropriately. Strong eCommerce website. If you represent a green business selling products to consumers, then you most likely have an ecommerce website. This website should be professional, functional and present your brand appropriately. Corporate blog. Whether this is housed on your corporate website or separately, frequently updating information about your industry or cause, branded appropriately, is suggested. Corresponding mobile website. With more and more people accessing the web via their smartphone, a website optimized for low-bandwidth and small screen sizes is becoming more important. This website can have a subset of the content of your corporate website. Solid SEO effort. Online search is a major way people find businesses. SEO is an important way to improve your online search page ranking. YouTube presence. YouTube is one of the most trafficked websites, and is also very sharable. Uploading videos onto YouTube creates opportunities to find out more about your business.

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Twitter presence. Twitter is the second largest social media platform to Facebook. Creating a Twitter account allows you to create viral communications messages to reach millions in seconds. We recommend using Twitter. Facebook presence. Facebook has over 600 million users. We recommend businesses and not-for-profits have a Facebook presence. LinkedIn presence. Green businesses selling products or services to other businesses should have a LinkedIn presence, including a company page and/or open group. Foursquare presence. If your green business, not-forprofit or corporate social responsibility program has a brickand-mortar location where your customer or clients visit, a Foursquare presence is especially recommended.

If this seems like an overwhelming list of technologies to you, do not worry. Carbon Outreach is a digital advertising agency with an expertise in social enterprise. We can help you create, implement and maintain a solid online presence.

building a solid facebook foundation

Along with having a good overall online presence, you should also have a great Facebook presence online. The following is a check-list for creating a great Facebook online foundation: About you. Provide information about your business, especially in the About Us section on your Facebook Page. Cross promote. Make sure your website and Twitter account are clearly visible on your Facebook Page. Advertise across mediums. Include social networks (including Facebook, Twitter, etc.) in as many promotional materials as possible, including business cards, receipts and brochures. Get website buttons. Make sure you have a Facebook (and Twitter button if you are engaged with Twitter) on the front page of your corporate website.

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Get blog buttons. Make sure you have a Facebook button on your blog pointing to your Facebook Page. For more, see the Like social Plug-in. Correct eSignature. On your e-mail signature, include information about your social media presence, including Facebook, Twitter and other social networks. Connect to Twitter. Connect your Facebook Page to your Twitter account if possible. For more, see directions in the Stepby-Step guide. Clear logo. Make sure to upload your logo onto your Facebook page, rather than other photographs; this makes it clear the Page is owned by you. Add Photos. Add photographs and videos to showcase recent Events and/or campaign launches. Add Videos. If your company has videos or has user-generated videos, we recommend including them onto your Facebook Page using the Video Application. Branded landing Page. For a bigger splash, or to compliment your specific campaign, design a custom-landing page within your Facebook Page. For more, see the custom Application section of the Application chapter. Use Apps. Whether you are a not-for-profit using the Causes Application or a business with an eNewsletter service, there are plenty of Applications to accessorize your Page. Use them correctly to enhance your Facebook brand. Make a schedule. Ensure your community manager is creating daily or at least weekly Status Updates. Making a schedule is even better, but most importantly, make sure your community manager is staying in touch with whats happening now with your Facebook Page.

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Chapter

14

Community Management
How will your community manager start off your campaign to create conversation and establish relationships with key users? Before you establish a campaign, you should have a basic presence and have a developed community. Below are questions and discuss points for your community manager (whether they are in-house or outsourced) to help them better understand your business. Listen. Put your ear to the ground and listen. What are your competitors speaking about? Where is there room to become viewed as a thought-leader in your industry? Plan for success. For green business professionals, how does my social media objectives relate to my six months and one year goals for marketing? Make time. Does your community manager have enough time to manage your community and/or specific campaign? Depending on the objectives of your campaign, community management can take hours daily. Note: Being a community manager should not just be one of their many responsibilities, because to be an effective community manager it takes time and skill. Define target audiences. Where does your target audience reside, how old are they? What are their interests? Note: The more information you know, the more information you should provide your community manager, which will help him/her to connect not just with an audience but the right

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audience. Even more targeted. Who is your target audience for this particular campaign? Does this audience match our overall target audience of consumers and donors? Expand touch points. Learn where your customer or donor touch points are, and then expand them. How do customers currently learn about our products or services? How would you like to get heard about among your target audience? Make business sense. Make sure there is a real business case for creating an online outreach presence. How will your online outreach tools create more customers or donors?

Are you considering outsourcing your social media strategy and implementation? You will not be alone, more and more companies are choosing to outsource their online marketing campaigns to agencies like Carbon Outreach. Many companies are choosing to outsource social media because of the return on investment, strategy and agency knowledge, and most of all, the costs of resources associated with community management. (145)

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Chapter

15

Green Business Cases

Want to know some specific examples of how green businesses have created communities, and also executed social media campaigns that win customers? Read on. Case studies in this chapter feature the following green businesses: Timberland JustMeans TerraCycle Seventh Generation Hub NYC Whole Foods

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timberland
Timberland is a noteworthy business-to-consumer active sports apparel and boots company, founded in 1933. Since its beginnings, Timberland has become an outstanding outdoors fashion company that walks its talk. According to the Timberland website, their mission is, To equip people to make a difference in their world. We do this by creating outstanding products and by trying to make a difference in the communities where we live and work. (62)

campaign: earthkeepers

In June 2008, Timberland announced the launch of the EarthKeepers campaign with the aim to recruit 1 million EarthKeepers and advance Timberlands corporate and brand reputation, while also generating 50 million consumer and business media impressions. The EarthKeepers campaign consisted of a social network for changemakers, the EarthKeeper Plant-a-Tree mobile Application, partnerships with YouTube and Changents.com and the well-populated EarthKeepers Blog. As seen in the results section [below], the EarthKeepers campaign was effective for several reasons. First, they funded five change makers projects that used the EarthKeeper social network. Second, they had millions of impressions on their mobile Application since 2008. Lastly, they planted 950,000 trees using the Plant-a-tree Application. All while receiving positive media coverage from blogs and news outlets!

communications objectives

Likely motivations behind Timberlands continued social media outreach include: Provide an online place where consumers can learn about being an EarthKeeper and Timberlands EarthKeeping efforts Enable their consumer base to take actions to help the environment Enable consumers to learn about key green issues and join the movement Provide an avenue to engage with consumers particularly around environmental issues--showing its environmental leadership among peers

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Connect with their target audiences who use social media on their desktop and mobile. Enhance their brand image online

Example of Timberland Facebook Page

facebook analysis

Several reasons Timberland continues to have a great Facebook presence: 1. Professionally designed and laid out Page 2. The Facebook Page is very clearly labeled on their website home page. 3. There are over 600 user-generated and Timberland highresolution photos under their Photos section. 4. The Plant Trees Application enables Fans to help plant 1 million trees in Haiti through creating a virtual forest. 5. The Timberland Global Application shows where Timberland stores are located internationally. Simple but useful, this Application directs Fans to their global websites to find out more

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about Timberland within their region. 6. The Timberland Application provides a great branding experience, including giving more information about, Whats new as well as again connecting Fans to the Timberland online store. 7. The YouTube Application shows Timberlands videos and allows Fans to add a comment using the comments Plug-in (see Plug-in section for more information on this feature). 8. The Timberland Page also Likes industry-related organizations including the Discovery Channel and Smart Wool.

results
On Facebook, Timberland has over 352,000 Fans (64) On YouTube, Timberland received over 68,000 total upload views (65) On Twitter, Timberland has over 7,400 Followers (66) In the EarthKeeper campaign, over 158,000 people registered on the EarthKeepers social network since the launch In the EarthKeeper campaign, over 950,000 trees were planted on the EarthKeeper Facebook Application with over 109 million impressions since June 2008 (63)

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terracycle

According to their website, TerraCycles purpose is to eliminate the idea of waste. We do this by creating national recycling systems for the previously non-recyclable. The process starts by offering collection programs (many of them free) to collect your waste and then convert the collected waste into a wide range of products and materials. With over 14 million people collecting waste in 11 countries together we have diverted billions of pieces of waste that are either upcycled or recycled into over 1,500 various products available at major retailers ranging from Walmart to Whole Foods. Our hope is to eliminate the idea of waste by creating collection and solution systems for anything that today ends up in our trash.

campaign: malt-o-meal greenest classroom

To increase Facebook engagement and promote action among its users, TerraCycle partnered with Malt-o-Meal to create the Greenest Classroom Application. Here, the Application challenges participants to share their best ideas for making their classroom the most earth-friendly it can be. Entering the contest happens when users share a short essay and up to three photos to illustrate their idea of an earth-friendly classroom. Then, other participants were invited to vote for their favorites, which had the chance to receive some of the $3,000 prize money, with winners to be announced on May 20, 2011. The fan base for TerraCycle continues to grow, while Fans promote the voting Application, they also drive up Page interaction rates, which is a great reason to use this voting-style Application.

communications objectives

Likely motivations behind TerraCycles social media outreach methods include: Engage with their audience in a place they frequently use Be a part of the green community and encourage conscious consumers to re-think their idea of waste Connect with the target audience. As one of the originators of the upcycled merchandise, TerraCycle creates sustainabilityfocused content particularly targeted at their green audience.

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Provide an outlet to consider issues facing their B2C green store Create a space to help define the TerraCycle company image (making the image of TerraCycle more approachable and attainable)

Example of TerraCycle Facebook Page

facebook analysis

There are several reasons TerraCycle continues to have a great Facebook presence: 1. TerraCycle has a professionally designed and laid out Page. 2. In the Photos section, there are over 170 user-generated and TerraCycle-generated creative photos. 3. In the Discussions section, there are dozens of Discussions.

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4. Industry-related Likes, including Nature Conservancy and the US Composting Council 5. In the Information section, TerraCycle includes information about its headquarters, numerous website properties, e-mail address, making it easy to find out about TerraCycle. 6. Their Trash to Cash Application is a collection contest that provides information on which schools won and encourage schools to continue participating in upcoming campaigns. 7. In the Elmers Eco-Product Design Contest Application, Fans can design upcycled products using Elmers packaging or used classroom materials, in support of their idea to help, eliminate the idea of waste. 8. In the DIY Wednesday Application, Fans learn about how to upcycle common products found in their homes. Every Wednesday, the community manager teaches Fans and Followers how to re-use and re-create upcycled products.

results
On Facebook, TerraCycle has over 20,000 Fans (81) On YouTube, TerraCycle has over 11,000 total upload views (82) On Twitter, TerraCycle has over 7,000 Followers (83) TerraCycle has received encouraging media coverage, including across CNN, numerous green blogs like Treehugger and Earth911.com, among many other media outlets.

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seventh generation

According to their website, the mission of Seventh Generation is, to inspire a more conscious and sustainable world by being an authentic force for positive change. (123) Within the past year things have taken a slight change at Seventh Generation since the termination of their Founder Jeffrey Hollander who led the company to successes so far. (84) However, we have no doubt this company is sure to continue its work within the environmental cleaning industry.

communications objectives

Likely motivations behind Seventh Generations social media outreach include: Engage with their target audiences across multiple online platforms Provide places to resolve customer service issues Become an industry leader in ethical, environmentally-friendly cleaning products Drive up user-generated content Educate consumers about environmentally-friendly cleaning products Connect with their target audience in a convenient location

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Example of Seventh Generation Facebook Page

facebook analysis

Several reasons Seventh Generation has a great Facebook presence: 1. Seventh Generation has a professionally designed and laid out Page. 2. On the Green Your Town Application, Fans can learn more about green living and receive special deals on their products. 3. On the Polls Application, Fans can vote and comment on green cleaning polls, with nearly 3,000 Fans voting on their last poll. 4. On the Video Application, there are a dozen videos created by Seventh Generation and its users. They provide more information about green cleaning products and lifestyle choices. 5. On the Wall, Seventh Generation posts facts about chemicals in

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certain products and how to best avoid them. 6. On the Get Newsletter Application, Fans can sign up for their newsletter by just entering their name and e-mail address to receive coupons, promotions, and the latest news on environmental cleaning. 7. Users can play an interactive game by Liking the Page, also donating their rewards to a worthy cause; this is fun for Fans and increases Fans time spent on the Page. 8. Community managers update frequently and interact with comments posted on their wall posts.

results
On Twitter, Seventh Generation has over 26,000 Followers (85) On Facebook, Seventh Generation has over 172,000 Fans (86) On YouTube, Seventh Generation has over 526,000 total upload views (87) Their campaigns have, gone mainstream according to Adweek noted in Jan 2010 (120)

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The Hub is a series of social enterprise incubators around the world and started in London around 2006. In 2011, Hubs have been established in 30+ cities including New York City. Rather than a business Page, the Hub NYC chose to organize itself as a Group to get more user-generated content. It also enables social enterprises in New York City and beyond to learn from each other through sharing Events, links and other resources. At the moment, the Hub NYC has created a community of social entrepreneurs, and since the Hub NYC has not officially opened up its doors, it is not quite ready to execute a marketing campaign. However, the Hub NYC still offers a great example of how to use your Group.

hub nyc, facebook group

communications objectives

Likely motivations behind the Hub NYCs social media outreach include: Create an online space before Hub NYC officially launches. Generate an online space to learn about what social enterprises are doing in New York City. To create an online space where social enterprise owners and researchers can share and stay up-to-date with current events. To support social enterprise development in New York City. Importantly, to create relationships with those most likely to purchase services from the Hub NYC in the future.

Example of Hub NYC Facebook Group

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facebook analysis
1.

Why is the Hub NYC Group notable? There are several reasons: Though the Group is not big, it has numerous, high-quality conversations.

2. The Group moderator is active, posting around 2-3 times weekly. 3. Group members post interesting and engaging information. 4. The Group is a great place to network, for example, links posted by Hub Berlin to Hub NYC members. 5. The Group administrator has an e-mail address for further interactions. This is useful for questions/comments.

6. The moderator also provides pictures and updates from meetings and Events. 7. The Group is an open Group.

8. Members are encouraged to invite others who could benefit from being involved in a social enterprise group.

results
The Group has 380+ members. There are numerous conversations happening and members are also updating regularly. Around once daily, someone posts an Event, link or other information about something thats happening within the social enterprise community in New York City. As a member of the Group, there is consistent feedback on links posted within the Group, showing a good level of involvement. The Hub NYC continues to provide an ideal space to initiate conversation around social enterprise

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Justmeans

JustMeans started as a location online devoted to sustainability and corporate social responsibility issues. According to their website, Martin Smith, the Founder of JustMeans, believed that the best chance for improving the world was through companies engaging people in a transparent and authentic way. Since starting in 2007, JustMeans has developed a unique offering for corporate philanthropy and social enterprises. Alongside the social network, the website also provides informative blogs and offline events for industry professionals. Again according to their website, JustMeans is the worlds leading source of information and connections for people doing business better. Companies are able to reach over 2 million thought leaders on JustMeans.com along with millions on Facebook and Twitter.

communications objectives

Likely motivations behind JustMeans social media outreach methods include: Demonstrate authenticity around corporate philanthropy Create a social network that engages users so they frequently return Increase awareness of corporate philanthropy issues, while promoting the media outreach services from JustMeans Become a thought-leader in the corporate philanthropy space Have constantly updated information on their blog, which also enhances SEO Increase the number of site sponsors

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Example of JustMeans Facebook Page

facebook analysis
1.

There are several reasons JustMeans does great work on Facebook: The landing Page provides more information and links to JustMeans other web properties. 2. There is a clear Like this Page landing Page which provides Fans a call to action to view and interact with the Page. 3. With their Video Application, Fans can watch multiple videos of key JustMeans Events. 4. The Pkg Contest Application on their Facebook Page enables Fans to upload a one minute video showcasing a piece of unsustainable packaging that can be replaced by biodegradable paper foam. People can view others submissions and vote on who they would like to win.

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5.

The Polls Application allows JustMeans to ask questions about Fans interests 6. In their Citizens Choice Award Application, Fans can submit an entry or vote for the Citizens Choice Award directly from the JustMeans Page. 7. Other Pages @mention the Page frequently.

results
On YouTube, theyve received over 20,400 total upload views (67) On Twitter, they have over 14,900 Followers (68) On Facebook, JustMeans has over 5,300 Fans (69) The Just Means network continues to grow, including growing numbers of visitors to their website

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Whole foods

According to their website, back in 1980, Whole Foods started out with one small store in Austin, Texas. Today, its the worlds leader in natural and organic foods, with more than 300 stores in North America and the United Kingdom. This is a mainstream social enterprise that recognizes the importance of local and organic food, cosmetics and other healthrelated products.

campaign: this is my year to

With the objective to expand branding efforts Whole Foods created the This is my year to campaign. In January 2010, in leiu of New Years resolutions, Whole Foods created the This is my year to campaign. Here, Fans choose an action they would like to do in 2011. At the same time, voters supported their favorite cause. All three not-for-profits won $10,000 donations, however, the winning organization won another $10,000, all within the Whole Foods Facebook Application, which could be downloaded or used on the Whole Foods Facebook Page. Like the Pepsi Refresh campaign, Whole Food Fans could vote within the Whole Foods Facebook Application daily, as well as share their votes with Friends. Partnering with Health Magazine and Odwalla, the campaign got excellent media offline and blog coverage.

communications objectives

Likely motivations behind Whole Foods great social media outreach methods: Connect with consumers, influencers and community leaders Learn more about their audience--including demographics of their consumers Provide outlets for Whole Foods loyal consumers to find their brand online; for potential consumers, social media should offer a place for them to gain trust for the Whole Foods online brand Provide a space to connect with people as a mechanism to customer service and corporate identity, said their Interactive Art Director, Maria Erwin to Social Media Examiner. (77)

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Example of Whole Foods Facebook Page

facebook analysis

There are several reasons Whole Foods has a great Facebook presence: 1. The professionally designed and laid out Page 2. The landing Page offers healthy recipes that encourage Fans to continue their healthy lifestyles. 3. In the Newsletter Application, Fans can view samples of the Whole Foods newsletter to see the latest specials, store news, online coupons, community events and subscribe. 4. In the Indulge in a Cause Application, Fans can enter to win a contest for user-generated photos between April 18-May 16. Campaigns are likely to continue changing. 5. On their Wall, Whole Foods posts facts/interesting tidbits and poses questions to consumers and receives hundreds of Likes and comments to each post. This allows for great fan interaction.

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6. There is a Facebook Page for each of their stores. Customers can either go on the corporate Page or their local store Page.

results
On Twitter, over 1.8 million Followers via Whole Foods HQ (79); their 150+ other local Twitter channels feature local initiatives and hundreds of thousands of other Followers On Facebook, Whole Foods has over 560,000 Fans (79) On YouTube, Whole Foods has over 1.4 million total upload views (80) Foursquare has separate stores on Foursquare; their main headquarters alone has over 24,000 Check-ins to date (78) Whole Foods continues to get media coverage across blogs about its great social media campaigns

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Chapter
Not-For-Profit Cases

16

Would you like to know specific examples of how not-for-profits have created communities, and also executed social media campaigns that win donors and media attention? In this section we will present successful social media and Facebook case studies from prominent not-for-profits. Case studies in this chapter feature the following not-for-profits: United Nations World Food Programme 350.org Youngcare Australia (RED) California State Parks Truth Campaign

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united nations World food programme

Today, there are more than a billion hungry people worldwide, with 1 in 6 persistently hungry. The World Food Programme plays an important role in mitigating the current food crisis as the worlds largest humanitarian agency fighting hunger worldwide. The United Nations has recognized the scope of the problem and responded very simply: get the online billion helping the hungry billion. According to their website, We get food to where it is needed, saving the lives of victims of war, civil conflict and natural disasters. After emergencies, we use food to help communities rebuild their shattered lives. (37)

campaign: Wefeedback

The World Food Programme launched WeFeedBack as the latest addition to their ongoing Billion for a Billion campaign to create opportunities for the online billion to help feed the, hungry billion. Starting as a social network in March 2011, the site quickly became the worlds largest community for sharing food and changing lives. The objective was to raise funds and awareness for the World Food Programme particularly through donations. The goal: calculate how much you spend on food (average USD $10 per meal) and donate the exact cost to help feed others. Users are encouraged to share details of their favorite food through their networks to support the cause. Since launching, the Application has already provided meals to 194,000 children and wants to help 90 million more people in 2011 as hunger continues to grow. (38)

communications objectives

Likely motivations behind the WFPs social media outreach include: Provide ways in which social media users can interact with WFP in a location that is convenient for them Increase donations in order to eliminate hunger Raise awareness for WFP campaigns internationally Partner with other organizations to drive donations and advertising Ensure social networks either drive donations to WFP or themselves provide meals for the hungry

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Example of World Food Programme Facebook Page

facebook analysis

Several reasons the UN World Food Programme continues to have a great Facebook presence: 1. Professionally designed and laid out not-for-profit Page 2. Clear logo and even website information embedded below its logo on the landing Page 3. There are numerous, helpful Applications within the business Page, including the Video Application that features the WFP YouTube videos, rated #74 most subscribed of all not-for-profit YouTube pages. 4. The Causes Application has enabled over $15,000 donations to the World Food Programme, with 43,000+ members. 5. The Sign Up Application signs up Fans to the World Food Programme eNewsletter without having to leave the Page. 6. On the Twitter Application, Twitter conversations are integrated into Facebook.

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7.

In the Photos section, there are numerous high-resolution and user-generated photos. 8. There are many discussions in the Discussions section with frequent conversations between Fans. (26) 9. The Page itself Likes numerous industry-related organizations including its WeFeedBack social network.

results
On Twitter, the WFP has over 103,000 Followers On Facebook, the WFP has over 74,000 Fans (39) On their YouTube channel, they have over 5.2 million total upload views (40) Since 2007, the launch of their Free Rice Word Game has fed over 4.2 million for a day in countries like Bangladesh, Uganda and Cambodia (41) Another campaign spawning from this is WeFeedBack, which has fed 191,000+ children (more than doubling over several weeks). Partners include Zynga and PayPal (42)

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350.org

According to their website, 350.org is an international campaign building a movement to unite the world around solutions to the climate crisisthe solutions that science and justice demand. Our mission is to inspire the world to rise to the challenge of the climate crisisto create a new sense of urgency and of possibility for our planet. Their next Event, the Moving Planet on September 24, 2011, will be truly inspiring. RSVP via Facebook and participate. (108) 350.org also partners with local leaders across the world, to promote sustainable living and proactive government action. Inspired leaders are dubbed 350 Messengers, and include Archbishop Desmond Tutu, New York Citys own Colin Beaven, Vandana Shiva and numerous other highly influential climate activists.

campaign: hands across the sand

350.org has organized and implemented numerous high-profile campaigns centered around climate justice. This issue is central to its not-for-profit mission, especially important is creating legislation and political will to reduce carbon emission levels to the safe level of 350 parts per million as soon as possible. One particular campaign, 350.org partnered with other organizations to effectively implement the Hands Across the Sand campaign. On June 26 in 2010, 1,000 events were held worldwide in the aftermath of the BP oil spill. The event became the largest gathering of people in history to unite against offshore oil drilling and champion clean energy and renewables. As events occurred, organizers received images from many of the 42 countries outside the United States that also took place, from Australia to South Africa. There were over 3,000 user-generated photos on Flickr alone for the Hands Across the Sands campaign, as well as (43) hundreds of user-generated videos, which were also featured on the campaigns YouTube page. (44)

communications objectives

Likely motivations behind 350.orgs social media outreach methods include: Interact with and inspire 350.org organizers

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Inform 350.org attendees about what they could expect from, Moving Planet, Global Day of Action or other events 350.org organizes. Inspire a movement through thought-leadership around the environmental debate. Provide insights and exposure for Bill McKibbens latest blog posts and speeches. Publicize individual 350.org chapters across the world.

Example of 350.org Facebook Page

facebook analysis

Several reasons 350.org has an excellent Facebook presence:

1. The Page itself is professionally designed and laid out. 2. The 350.org logo is both clear and has their website embedded

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3. 4. 5.

6.

7.

8.

9.

below it to provide more information about their current campaigns. 350.org encourages users to actively engage by updating with relevant content multiple times weekly. Multiple voices from across the 350.org organization are presented, including from Joe Solomon, Phil Aroneanu, Bill McKibben and others. The pictures are amazing! Because 350.org gets user-generated content from around the world, they have a large selection of inspirational pictures. See their Flickr photos for their other Days of Action, including environmental protests from across the globe- they are notable. 350.org is humorous. Constantly posting up commentary alongside video and picture content concerning political developments; 350.org is funny in a witty way, like their recent U.S. Chamber of Commerce video campaign. 350.org is inspiring. What an amazing day, one post reads. This is what solving climate change looks like, reads another post. These posts make you want to jump out of your seat and act for climate change. The organization is transparent. 350.org recently e-mailed and posted about their recent partnership with 1Sky to grow the movement; they always keep users participating and remembering they are the movement. 350.org has an incredibly inspiring leader and it shows. Bill McKibben is constantly either speaking publically about climate change or writing about the issue on some media outlet. His passion is contagious, and its apparent throughout his communications.

results
Numerous blogs and news outlets have covered 350.orgs social media successes. In 2010, 350.org increased the number of events organized from 5,626 to 7,189. Events continue to connect with more individuals through strategic partnerships, publicity and great outreach efforts (109) On YouTube, 350.org has 1 million+ total upload views (47) On Twitter, 350.org has 28,000+ followers On Facebook, 350.org has 139,000+ Fans (48)

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youngcare

Youngcare is an Australian not-for-profit that exists, according to its website because, All young people deserve to live young lives. Shevaune Conry founded Youngcare after searching unsuccessfully for relevant and dignified care during her battle with Multiple Sclerosis. Conry encountered the problem that many young people are forced to deal with; being placed in homes for the elderly because there were so few options for young people with special care needs. Today, Youngcare seeks to create change in the way Australia cares for young citizens with full-time care needs through policy change and research initiatives.

campaign

Youngcare effectively created a campaign driving up their not-forprofit Page Likes through partnering with Suncorp Insurance. For each Facebook Like Suncorp would donate AUS $1 with a maximum of AUS $50,000 donated. This campaign was straight to the point, but helped the organization increase Facebook Fans by over 35,000 in the first three weeks alone. Both had beneficial media coverage from the partnership, noted in the results section. The funds would be used to start Youngcare Connect, a hotline designed to provide advice on a range of services to help support the 700,000 young Australians with disabilities. As the Courier Mail [Australia] noted, Local [Brisbane] residents can play their part to help raise money for Youngcare Connect by clicking the Like at facebook.com/YoungcareOz.

communications objectives

Likely motivations behind Youngcares social media outreach include: Promote the organizations first national awareness day, grow its online community, and connect people to the organizations mission Create a space for potential donors to learn about Youngcare Educate the wider public about the issue of young adults living with special care needs Provide information to empower individuals across Australia to take part in Youngcare fundraising for themselves

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Example of Youngcare Australia Facebook Page

facebook analysis
Several reasons that Youngcare continues to have an excellent Facebook presence: 1. The logo is clear and the Page is laid out well. 2. In their Events Application, Youngcare has information about upcoming Events, which seem to play a significant role among their fundraising activities. 3. The community manager updates frequently, occasionally posting more than once daily.

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4. In the Photos section, there are dozens of clear, high resolution not-for-profit and user-generated photos for Fans to view. 5. Community managers highlight donors (especially marathon runners); their stories are told through high-resolution pictures, including a marathon runners foot. The pictures are funny and it helps tell the stories of fundraisers and in establishing a relationship with runners. 6. They have a great number of Fans. Youngcare partnered with Suncorp Insurance to provide $1 per Facebook Fan (up to $50,000 AUS), with Youngcare almost meeting their 50,000 mark. 7. In the Info section, Youngcare clearly articulates its mission, as well as key initiatives, such as Youngcare Connect. 8. The Videos Application has three educational, interesting videos.

results
On YouTube, Youngcare Australia has received over 9,000 total upload views (49) On Twitter, Youngcare Australia has only around 600 Followers (50) On Facebook, Youngcare Australia has over 46,000 Fans (51) The [above] Suncorp campaign alone increased the Fan base by 607% Facebook Ads received a total of 7.5 million impressions during the 3 week period of the [above] Suncorp campaign, with poll ads receiving 11,268 unique impressions. The rate at which users are clicking the Like has remained high following the campaign. The [above] advertising campaign sponsored by Suncorp Insurance resulted in about 25,000 people connecting to Youngcares Page in 24 hours.

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(red)

According to their YouTube channel and website, (RED) works with the worlds best brands to make unique (PRODUCT)RED-branded products and direct up to 50% of their gross profits to the Global Fund (54). Co-founded by Bono in 2006 to raise money for the Global Fund to combat AIDs, (RED) has since partnered with organization such as Starbucks, Apple, Converse, Dell, Emporio Armani, the Gap, Hallmark, Nike, Penguin and Starbucks.

campaign: World aids day

The aim of this campaign was to raise awareness and actions around World AIDs Day 2010, and empower users to take action against AIDs. (RED) therefore coordinated the AIDs Free Generation by 2015 campaign, recommending no child will be born with AIDS by 2015. The offline and online components of this campaign are noteworthy because they work in conjunction for a well-integrated campaign (52). Offline, on World AIDs Day, (RED) co-Founder Bono turned the Sydney Opera House red, the first of over 80 landmarks in 13 countries that took part, including the London Eye. Online, the campaign asked supporters to use social media to spread the message via Facebook, Foursquare, Meetup and YouTube, among other networks. Facebook users were encouraged to turn their profile pictures to a 2015 (RED) image or earn a (RED) badge on Foursquare by checking-in and creating a #turnred broadcast on Twitter. Partnering with Ushahidi, the map on joinred.com recorded the actions of individuals real-time by using a data visualization platform to detail where the most actions took place. Partnering with Foursquare (alongside Ushahidi) provided an enhanced, sense of community and expanded the audience of the campaign. (110)(111)

communications objectives

Likely motivations behind (RED)s social media outreach tactics include: Allow shoppers to become more engaged with the (RED) brand online Provide a place to connect with new consumers Connect with new brands and continue to create outstanding,

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new (RED) products Create awareness around the AIDS epidemic, and how visitors can play a role in ending the AIDS epidemic by 2015

Example of (RED) Facebook Page

facebook analysis

Several reasons why (RED) continues to have an excellent Facebook presence: 1. Professionally designed and laid out Page 2. The Join(RED) logo is the same across their social networks, including on their URL: http://facebook.com/joinred. This is useful for Fans searching for (RED). 3. (RED) has multiple, well-built Applications which users can Like alongside the (RED) campaign. 4. In the Shop Application, Fans can shop for select (RED) items.

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5. 6. 7. 8. 9. 10.

Their Lazarus Effect Application can itself be Liked and is design friendly, including the inspiring HBO & (RED) Productions 30-minute video. In the Photos section, there are numerous user-generated, alongside slick advertising photos of official (RED) products. The Notes feature is filled out with interesting, sharable blogpost titles. The Page Likes business to consumer related products, including the GAP and Nike. The community manager writes Status Updates frequently averaging around once daily. The Info section includes information about the (RED) campaigns websites as well as (RED) Product Partners.

results
According to the website, (RED) has generated $170 million that has helped treat over 7 million people for HIV/AIDS through (RED) purchases On Foursquare, (RED) has over 38,000 Followers (53) On YouTube, the (RED) campaign received over 5 million total upload views (54) On Twitter, (RED) received over 1 million Followers (55) The campaign got lots of positive media coverage across blogs and news media, such as Mashable and New York Times among numerous others. (112)(113)

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california state parks

According to their website, California State Parks contains the largest and most diverse natural and cultural heritage holdings of any state agency in the nation. Their workplace consists of nearly 1.4 million acres, with over 280 miles of coastline; 625 miles of lake and river frontage; nearly 15,000 campsites; and 3,000 miles of hiking, biking, and equestrian trails. After learning about massive cuts in funding that threatened to close 220 California state parks, the not-for-profit stepped up a campaign to save the state parks through an integrated campaign.

campaign: save the park

At the end of May 2009, the California State Parks learned about state budget cuts that would greatly affect the parks. The organization quickly made plans for a multi-channel effort to stop the budget cuts and 220 park closures. The goal was to generate support for state parks, stop or reduce funding cuts and build CSPFs email list and most importantly, raise the needed funds. The campaign started with updates to social media touch points which made it easier to reach social networks from the website, e-mail and direct marketing material. Then they created a Facebook Page Action Center Application. After this, CSP asked Fans to invite their Friends saying, This years cuts are ten times as bad, so we need ten times the Fans on Facebook, also urging Fans to sign the petition to stop budget cuts. During the campaign, the Page Fan base grew from 517 to 45,000. Additionally, their e-mail list tripled in size. Congruently, media attention captured the attention of thousands offline and online.

communications objectives

Likely motivations behind California State Parks social media outreach include: Create conversation among those who visit the California State Parks Avoid thousands of miles of state parks closing by entering public debates on funding

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Promote awareness of the need to protect California State Parks Cross-promote content to create a buzz across online and offline media outlets Educate California residents about the need for protected natural land

Example of California State Parks Foundation Facebook Page

facebook analysis
1.

Several reasons why CSPF continues to have an ideal Facebook presence: The Facebook Page is properly linked from the website (and its numerous other online and offline marketing tools) 2. Their Photo of the Month Application is a great way to connect with Fans frequently and get user-generated content. This is a great way for Fans to appreciate the natural beauty of California state parks.

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3. Fans can donate to CSP through the Donate Application. 4. In the Photos Application, there are over 900 pictures of serene, beautiful California state parks. 5. The Get Involved! Application has a link to join the foundation, gift memberships, take action, follow on Twitter, donate, link to Podcasts and enter the CSP travel center. 6. The CSP Travel Center Application allows Fans to use the map to choose a park, find member discounts, reserve campsites, download trail guides and book all travel needs in one place. 7. Fans can download the CalParks iPhone App for free, directly from a button on their Facebook Page.

results
On YouTube, CSP received over 4,500 total upload views On @calparks @CAStateParks on Twitter, CSP has over 7,000 Followers (56) On their Facebook Page, Fans grew from 517 to 45,000 over their campaign (57) During the [above] campaign, CSP more than tripled the size of its email contact list As well, during the [above] campaign, the cross-channel campaign raised over USD $200,000 in one time gifts and received media coverage across national news channels, blogs and news outlets including on the Huffington Post and BlogHer (114)(115)

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truth campaign

The Truth Campaign is a not-for-profit sponsored by the American Legacy Foundation with the aim of uncovering facts about the tobacco industry to users before they start smoking tobacco. According to their website, Legacy is dedicated to building a world where young people reject tobacco and anyone can quit. Further, The Foundation develops programs that address the health effects of tobacco use. We want to help all young people reject tobacco, and give everyone access to tobacco prevention and cessation services.(58) The Truth Campaign has had success with social media outreach and especially on Facebook. Social media plays an important element in connecting with their target audiences. American Legacy Foundation notes that alongside online outreach they also, work through grants, technical assistance and training, partnerships, youth activism, and counter-marketing and grassroots marketing campaigns.

communications objectives

Likely motivations behind the Truth Campaigns social media outreach include: Connect with their target audience of 12-17 year olds where they frequently visit (especially Facebook, YouTube) Give survivors of tobacco a voice, successfully portraying videos across their website and YouTube channel Engage youth, speaking in their language and change the way they approach quitting Create unique content that is memorable and hard to forget Connect with vulnerable populations including youth, lowincome Americans, the less educated, and racial, ethnic and cultural minorities (58)

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Example of Truth Campaign Facebook Page

facebook analysis

Several reasons Truth has a continually informative and winning Facebook presence: 1. The Info section provides important information about the Truth Campaign, including through their Causes Application, social game and website. 2. Truth has numerous, useful Applications, including, the Store where users can purchase Truth Campaign promotional materials like t-shirts. 3. The Video Application is especially hard-hitting. There are dozens of somewhat graphic videos showing the ramifications of the tobacco industry disease, including mouth and other cancers.

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4. The Unsweeted Q & A Application lets users ask questions to be answered by featured survivors of cancer and tobacco-related illnesses. This is bold and againhard-hitting. The content is emotionally charged and uses a very clear medium to tell users about problems associated with smoking tobacco. 5. In the Photos section, there are many user generated and Truthgenerated photos. These photos are simple, but they provide an insight into current Truth campaigns. 6. They use the Poll Application well. With over 75K users voting on their recent polls; connecting more often with their Fans.

results
On YouTube, Truth received over 577,000 total upload views (59) On Twitter, Truth has only around 400 Followers (60) On Facebook, they have over 100,000 Fans (61) The Truth Campaign has great SEO: try typing truth on Google. Find their website with #1 ranking. This is different from (RED), which is difficult to find on Google. The Truth Campaign continues to get positive media coverage, including for example, the Washington Examiner (116)

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Chapter
CSR Cases

17

Would you like to know specific examples of how corporate social responsibility programs have created communities, and also executed social media campaigns that win customers and media attention? If so, read on. Case studies in this chapter feature the following corporate social responsibility program: Starbucks Avon Zynga.org Patagonia Clorox Green Works

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starbucks

Starbucks is one of the most famous coffee retailers internationally. According to Starbucks they, Always believed businesses can and should have a positive impact on the communities they serve. Since opening their first store in 1971, Starbucks was dedicated to earning trust and respect of customers, partners and neighbors. Especially important to Starbucks is, being responsible and doing things that are good for the planet and each other.

campaign: starbucks love project

In conjunction with the (RED) campaign, on December 7, 2009, at 1.30PM GMT, Starbucks invited musicians from all over the world to sing together to raise awareness of AIDs in Africa. In one moment, musicians from 156 countries played the famous and iconic Beatles song, All You Need is Love in unison using live stream tools. For every singer, Starbucks provided a donation to (RED). After the song was over, everyone with access to the site and a video camera also had the opportunity to submit their own version of the song to increase the (RED) contributions. The campaign in conjunction with other marketing efforts doubled (RED) donations totaling enough for 14 million days worth of anti-viral medications for HIV positive individuals in Africa. Since starting, the two have raised $138 million for the Global Fund. (133) This was the largest global campaign ever for both Facebook and Starbucks, said the Huffington Post and numerous other media outlets. (134)

communications objectives

Likely motivations behind Starbucks continued social media outreach: In order to connect with their target audiences in a place many of them already are, especially considering they offer free wi-fi and a relaxing place to work or relax To enhance their offline brand as a trendy caf Create avenues to provide education around ethical coffee

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making and distribution Provide industry leadership around ethical coffee production and distribution Interact more with the potential consumer, investor and community influencers Increase and enhance their online brand Determine which communities are most active

Example of Starbucks Facebook Page

How to use Facebook? 126

facebook analysis

Several ways Starbucks continues to have a great Facebook presence: 1. The professionally designed and laid out Page. 2. The Starbucks Card App allows customers to both give a Starbucks gift card and manage their own card directly from Facebook. 3. With the International Application, Fans can see all the countries where Starbucks has a location and visit the corresponding Facebook Page by clicking the country on the map. 4. The Job Search Application enables Fans to find employment opportunities across Starbucks including an easy-to-use submission process. 5. In the Review Application, Fans can write reviews about Starbucks, including rating the drinks and service in a 1-5 star rating system with room for Comments and in several languages. 6. In the Ustream Starbuckslive Application, Starbucks features the occasional live stream Events, including the Comments Plug-in where Fans can Comment on the video stream and register for the next Event. 7. In the Discussion section, Fans can create conversations, and are likely to get direct Starbucks community manager assistance if they discuss a complaint about Starbucks. 8. In the Polls Application, Starbucks has used Facebook Advertising to learn more about customer preferences with over 10,000 voting in their last poll. 9. Starbucks creates interesting Status Updates on their Page, and Fans Like and Comment on content regularly.

results
On Facebook, Starbucks has over 21.2 million Fans (94) On YouTube, Starbucks has over 6.3 million total upload views (92) On Twitter, Starbucks has over 1.4 million followers (93) Starbucks social media efforts have been praised by numerous media outlets including the Next Web as the, Starbucks Formula, as well as Directory Journal (96), Mashable, Social Media Examiner and the Brand Channel (98) among many others (97) (95) (117)

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avon

Avon is known for the beauty products internationally. All over the world, Avon is sustained its 5 million, independent sales representatives across 100 countries. According to Avon, it is the worlds largest direct seller. The Avon Foundation for Women is the worlds largest corporateaffiliated philanthropy focused on womens issues. (99) Founded in 1955, Avon global philanthropy projects have donated more than $800 million in more than 50 countries for causes important to women. Today, Avon philanthropy focuses its funding on breast cancer research and access to care through the Avon Breast Cancer Crusade (100) and efforts to reduce domestic and gender violence through its Speak Out Against Domestic Violence (101) program. Avon also responds generously to provide support for relief and recovery efforts in times of major natural disasters and emergencies.

campaign: national breast cancer awareness month

During National Breast Cancer awareness month in October 2009, the Avon Foundation created a campaign to increase awareness of the Avon Foundation as well as benefit the Avon Breast Cancer Crusade. This campaign lasted throughout October 2009 as an Avon Foundation microsite featuring a video message from actress and Avon Foundation, brand ambassador Reese Witherspoon. The site doubled as an Application on the Avon Facebook Page, also publicized on Twitter and YouTube. The campaign saw expansive media coverage and played an important role in the continued success of the Avon Facebook Page. By 2009, Avon and the Avon Foundation had already raised over $725 million worldwide for programs that improve womens lives, with the vast majority of these funds raised for the Breast Cancer Crusade. The Avon Foundation continues to get positive media coverage for its philanthropic efforts, including being ranked as #16 in the 100 Best Corporate Citizens List in 2011

communications objectives

Likely motivations behind Avons social media outreach methods include: To demonstrate their commitment to social responsibility Empower and engage current sales representatives

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Show the 125 year history and thought leadership within the beauty industry Provide potential Avon representatives more information about becoming a sales representative Explain the business successes of the organization and individual representatives, and invite others to learn about becoming an Avon representative

Example of the Avon Facebook Page

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facebook analysis

There are several reasons why Avon continues to have a great Facebook presence: 1. The Avon Insider Application allows Fans to receive exclusive benefits and opportunities to win free products.

2. The Tiny Tillia Application is designed to make shopping for babies quick and simple. Within the Application you can: refer a Friend, shop the brand, create/update/find a baby registry and enter/view contests. 3. On the Find Rep Application, customers and sales representatives can find information on selling Avon products and where to find the nearest representative. 4. The Avon Foundation Application provides information on Avon Walks, how to get involved in supporting the cause and provides Fans an Avon Foundation video to watch. 5. The Events Application lists Events Avon organizes or participates in with more information for Fans interested in attending or participating.

6. The Avon community is constantly posting and cross-posting on the Avon Products Page. 7. Many of their representatives and product users write on Avons Wall about the company, share stories, and give product reviews

result

On Facebook, Avon Products Inc. has over 348,000 Fans (102) On Twitter, Avon Products has over 13,500 Twitter Followers (103) On YouTube, Avon has over 450,000 Total Upload Views (104) Since 1955, the Avon Foundation has raised and donated more than $800 million, and is the largest corporate foundation focused on womens issues In 2010, Avon ranked 52 among 500 of the greenest U.S. companies in a Newsweek survey, including carbon and waste emissions among other ratings

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zynga.org

According to their website, Zynga Inc. is the worlds largest social game developer with more than 250 million monthly active users playing their games, including FarmVille and Mafia Wars. Through Zynga.org, Zynga players have raised more than $10 million for world social causes. (105) Zynga is also one of the most high-profile Facebook-oriented charity fundraisers. The first charity campaign from Zynga benefitted survivors of Haitis devastating earthquake. Another project, Zynga partnered with the World Food Programme and released virtual goods in Farmville and other games whose proceeds would go to an earthquake relief fund. Since starting its Zynga.org edition, the company raised over $3 million for several different charities.

campaign: save the children

On March 11, 2011, Save the Children and Zynga.org partnered on a fundraising initiative across more than seven games to support the global humanitarian agencys relief efforts following the devastating earthquake and tsunami in Japan. Zynga Inc. continues to give 250 million players the chance to donate 100% of the purchase price of newly created virtual items to Save the Childrens Earthquake Tsunami Children Emergency Fund. This fund then supports the urgent and ongoing needs of quake and tsunami survivors in Japan, especially children and families. Just weeks later, Lady Gaga donated $1.5 million to Zynga.org bring the grand total at that point to over $3 million for Save the Children Japan. TechCrunch, the Social Times and numerous other media outlets covered this Facebook success story. (135)

communications objectives

Likely motivations behind Zynga.orgs social media outreach methods include: Expand gamers audiences through social cause games Empower current users to use their winning points or other features to be donated to charity Emphasizing their tagline of, Zynga is committed to transforming the world through virtual social goods. To connect and communicate with new potential gamers

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Example of Zynga Inc. Facebook Page

facebook analysis

Several reasons Zynga Inc. has a great Facebook presence: 1. The Page is well designed and laid out 2. Zynga Inc. Likes other Zynga games for Fans to find them easier. 3. Zynga Inc uploaded several profile pictures for special Fans. This provides a space especially for loyal Fans 4. The Page updates constantly with interesting and creative content centered around their games Several reasons Zynga.org continues to have an excellent Facebook presence: 1. Well-designed and laid out Facebook Page, similar to Zynga Inc. 2. The Page publicizes their impact, including that FarmVille players donated USD $1 million in 2010 alone. 3. Other Zynga Inc. games are also available including FarmVille, FishVille and FrontierVille. 4. In the Photos section, Zynga.org has photos including pictures from their Sweet Seed Campaign.

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5.

Fans of their Page can play the FarmVille Application game from within the Facebook Page. 6. Fans can learn more about Zynga.org on their Info Page, including where to find them on Twitter, and where to donate.

results
On Twitter @Zynga, has almost 40,000 followers (106) On Facebook, Zynga org. has over 1.8 million Fans (107) Through Zynga.org, Zynga players have raised more than $10 million for world social causes In just over several weeks, the [above] Save the Children campaign raised over $3 million for Save the Children Japan

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patagonia

According to their website, Patagonia grew out of a small company that made tools for climbers. Our values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. The approach we take towards product design demonstrates a bias for simplicity and utility. What was refreshing and interesting to see on their website, We know that our business activity from lighting stores to dyeing shirts creates pollution as a by-product. So we work steadily to reduce those harms. We use recycled polyester in many of our clothes and only organic, rather than pesticide-intensive cotton.

campaign: voice your choice

With the goal of encouraging customers to become better informed and more involved with environmental work in their communities, Patagonia invited consumers to determine how their 27 Patagonia-owned, North American stores spent their environmental grants budgets. In stores from San Francisco to New York City, Voice Your Choice supported 81 different grassroots environmental not-for-profits with $135,000 in-kind donations. While listening to and voting for local environmental not-for-profits, shoppers could also browse apparel. The campaign won Patagonia lots of positive media coverage and social media coverage by not-for-profits in competition, including across Twitter and Facebook Status Updates and impressions with Patagonia. Many of the not-for-profits in competition were well-recognized names including Surfrider and Sustainable South Bronx, in addition to numerous others. This campaign was notable because it used funds already available from its 1% for the planet budget and utilized them in a different way, while also re-structuring the funding allocation process and becoming more democratic, along the way.

communications objectives

Likely motivations behind Patagonias social media outreach methods include: Connect and engage with loyal customers Provide a space for customer service

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Provide thought leadership about the silent sports space which they sell clothes to, namely, for surfers, climbers, fly fisherman, trail runners and canoe and kayak paddlers Provide thought leadership around the environmentboth because their mission supports this and their customers do, too!

facebook analysis

There are several reasons Patagonia has a great Facebook presence: 1. Patagonia has a professionally designed and laid out Page 2. Patagonia Page Likes individual Patagonia stores, which makes it easy for Fans to find their nearest local store 3. In their Photo section, there are over 1,000 photos generated by Fans and Patagonia, themselves. These pictures range from stores to Fans wearing Patagonia products. 4. The Extended Info Application allows Fans to: o Sign up for Patagonia e-mails o View the newest catalog o Visit their Footprint chronicles interactive minisite that allows you to track the impact of 14 specific Patagonia products from design through delivery o Find out about their recycling program, as well as how and where to recycle your old Patagonia clothing 5. The Wall Paper Application is their version of a e-newspaper where you can view recent Patagonia news, photos, videos, and see what Facebook Fans are sharing about Patagonia 6. Their Info section is filled out with more information about Patagonia including their website and mission.

results
On Twitter, Patagonia has over 26,000 Followers (70) On Facebook, Patagonia has over 94,500 Fans (71) On YouTube, there are over 3.3 million total upload views (72) Numerous blogs have recognized the great job Patagonia did using social media tools like Ignite in 2009 (73), Collaborative Thinking in 2008 (74) Outdoor USA Magazine included Patagonia as a winner of its Social Media Award in 2010 (75)

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clorox green Works

On their website, Clorox Green Works says, A balanced, natural lifestyle begins with a clean home. Thats why the people at Clorox got to work on a line of products that clean powerfully without harsh chemical fumes or residue. The team behind Green Works took it up as a personal cause. We knew that moms like us were looking for ways to live a more natural lifestyle, and we made it our mission to help them achieve this goal.

campaign: successful facebook ad

In order to create brand advocates, increase Fan base on Facebook and improve their online presence, the Clorox Green Works campaign created a series of simple yet successful Facebook Advertisements to create an immediate following for their newly established Facebook Page. Green Works determined those with interests such as green and clean could also be targeted alongside gender to effectively target their target demographic. Green Works quickly discovered their $3 off coupon was most effective, their engagement rate setting records in the company, later correlated to a 12% increase in brand awareness. Over 33% of Clorox 2010 visitors were linked to their Advertising campaign. (90)

communications objectives

Likely motivations behind Clorox Green Works great social media outreach methods include: Build brand awareness of the relatively new Green Works cleaning products line through special offers, consumer engagement and philanthropic initiatives. A Facebook Ad campaign driving users to a coupon offer on a new product can raise brand awareness and intent to purchase. Enlisting a brands Facebook community in a philanthropic initiative can be an efficient way to donate to a cause while keeping a brand top of mind for consumers. Connect with their target audience, especially conscious consumers who use social media tools

facebook analysis

There are several reasons Clorox Green Works has a great Facebook presence:

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1. Professionally designed and interactive Page. 2. On their Green-it-yourself Application, Fans can win prizes to help develop their personal greening process. 3. The Rate and Review Application allows consumers to rate Clorox Green Works products. 4. The Cleaning Tips Application allows to get easy cleaning tips by answering four questions. 5. On their Discussion section, Fans can ask questions of Clorox Green Works and also discuss Green Works products with other consumers. 6. The Pages Clorox Green Works Likes business and not-forprofits that have the same values and environmental message. 7. The Info section provides an overview of Green Works products, Green Works web properties and company overview. 8. Their $1 off coupon provides incentives for Fans to purchase their product.

results
On Facebook, Green Works over 105,000 people like their Page (91) On Twitter, @Greenworks only has just over 500 Followers On YouTube, Green Works has only over 2,000 total upload views About 30,000 of the people who connected to the Green Works Page in 2010 or 33% of its total connections, can be directly linked to advertising The campaign and social media outreach tools have received numerous positive media coverage.

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Section

STEP-BY-STEP GUIDE

138

This section is the Step-By-Step Guide. Here, authors provide instructions for performing basic tasks. Features included are the most important elements in creating a solid foundation for community management. This section is especially tailored to novice users. Though all instructions include only one way to achieve a certain objective such as creating a Page, there are often several ways to achieve the same results. For the sake of simplicity, we include one way to achieve the same results.

SECTION V Chapter 18 Personal Profile ....................................................................142 Chapter 19 Pages .....................................................................................152 Chapter 20 Groups ................................................................................ 157 Chapter 21 Events .................................................................................. 160 Chapter 22 Places ....................................................................................164 Chapter 23 Advertising............................................................................168 Chapter 24 Applications ..........................................................................178 Chapter 25 Metrics ..................................................................................182

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Chapter
Personal Profile

18

In this chapter, we provide step-by-step instructions on tasks related to your Personal Profile. Though we understand there are multiple ways to do the tasks outlined in this chapter, for the sake of clarity and simply, we limited to one way to perform each task. Task in this chapter include:

Task 1: Friending ................................................................................. 141

Task 2: Writing a Status Update ............................................................143

Task 3: Adding a picture to a Status Update .................................. 144 Task 4: Adding a video to a status message ................................... 144 Task 5: Connecting your Profile to Twitter ......................................145 Task 6: @Mention a Page in a Status Update..................................146 Task 7: How to send a Message from a Profile ................................146 Task 8: How to view Messages sent to you ...................................... 147 Task 9: Creating a photo album .........................................................148 Task 10: Adding a Note........................................................................149 Task 11: Liking Something ..................................................................150 Task 12: Adding a Comment ............................................................... 151

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task 1: friending

To add someone to your Facebook network, or Friend someone, do the following: Type the name of the person you are looking for into the search box at the top of the page. If the person does not appear in the automatically generated top 8 results, click See more results.

Click on People on the upper left side of the page to limit your search to people to restrict the search to just people.

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Next, filter the results further by location, education, or workplace. In our example, we restricted the search to the location New York, New York.

When you find the person you are looking for, click Add as Friend button, which will open up the Send a <Person name> a friend request? Window.

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142

On the Send a <Person name> a friend request? window, click the Send Request button.

task 2: Writing a status update

To write a Status Update, first click on the News Feed tab located below your profile picture on the upper left corner of the page, which will bring you to your News Feed page.

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143

On the News Feed page, type your update into the box with the question Whats on your mind? Then press the Share button.

task 3: adding a picture to a status update

To add a picture, click the Photo link in the Share area located in your News Feed. Then choose from 3 options of uploading a photo, taking a photo with a webcam, or creating a photo album.

task 4: adding a video to status message

To add a video, click the Video link in the Share area located in your News Feed. Then either record a video, or upload one.

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task 5: connecting your profile to tWitter

To connect your Profile with your Twitter feed, go to http://apps. facebook.com/twitter and sign in with your Twitter account.

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task 6: @mention a Page in a status uPdate

To @mention a Page, you must first Like the page. Then type @ followed by the name of the Page in your Status Update, and click the particular Page that automatically appears under the status bar.

To send a Message, click on the Message tab on the left side of the Homepage, to redirect to the Messages page. On the Messages page, press the + New Message button at the top right of the page which opens the New Message window.

task 7: hoW to send a message from a profile

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On the New Message Window, fill out the form and then press the Send button to send the message.

To view Messages, click the Messages tab in the left column on the Homepage.

task 8: hoW to vieW messages sent to you

Click on the Title of one of the messages to view the full message.

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task 9: creating a photo album

To create a photo album, click the Photos tab on the Homepage.

Then click the Upload Photos button and complete the album creating wizard.

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task 10: adding a note

To create a Note, click the Notes tab on the Homepage. Then click the + Write a Note button, which will open up the Write a Note page.

On the Write a Note page, fill out the form and then press the Publish button.

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task 11: liking something

You can Like a Facebook Page, photo, Status Update, Note, video, etc. Just look for the Like button or link for the item you want to Like and click on it.

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task 12: adding a comment

You can Comment on Status Updates, Albums, Notes, etc. Just look for the Comment link for the item you want to Comment on, and press on it. This will open up the Comment box, where you can type your Comment and hit enter, which will add your Comment to the Comment list.

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Chapter
Pages

19

In this section, we provide step-by-step instructions on tasks related to your Page. Though we understand there are multiple ways to do the tasks outlined in this chapter, for the sake of clarity and simply, we limited tasks to one detailed description. Tasks in this chapter include: Task 1: Creating a Page ...........................................................................152 Task 2: Editing your Page ....................................................................... 155 Task 3: Switching from Profile Mode to Page Mode ..............................156

task 1: creating a page

Pages are a place for your business to have a presence on Facebook. Creating a Page is fairly straight forward. To create a Page, do the following: Choose the Create a Page link at the bottom on any Facebook Page, which will take you to the Create a Page.

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Select the category to which your business fits into. Fill out pertinent information such as company description. When complete, click the Get Started button and sign into your Facebook account when prompted. You are now ready to edit your company Page and fill in all the necessary information. Note: This is the form you could get if you selected the Cause or Community category.

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Note: This is the form you could get if you choose the Local Business or Place category.

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To edit your Page, first go to the Page, and then choose the Edit Page button in the upper right corner of the page.

task 2: editing your page

You can now edit the different sections of your page. When you are done editing, press the Save Changes button.

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task 3: sWitching from profile mode to page mode

From your page, choose the Account dropdown, and then select Use Facebook as Page.

To switch back, choose the Account dropdown, and then the select [your name] Switch back to [your name] option.

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Chapter
Groups

20

In this section, we provide step-by-step instructions on tasks related to your Group. Tasks in this chapter include: Task 1: Creating a Group ........................................................................ 157 Task 2: Inviting people to a group ..........................................................158

task 1: creating a group

To create a Group, click on the Create Group link on the left side of the Homepage, which will open up the Create Group window. On the Create Group window, enter the Group Name and then enter the names of the people you want to invite to your Group. Finally, choose the Create button to create your Group.

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task 2: inviting people to a group

To invite people to a Group, first go to the Group page for that Group. To do this, select the link to the Group on the left side of the homepage, which will open up the Group page for that Group.

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Next, click the Add Friends to Group link located on the right side of the page under the list of Group Members, which will open up the Add Friends to Group window.

On the Add Friends to Group window, select Friends to invite, and press the Add button.

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Chapter
Events

21

In this section, we provide step-by-step instructions on tasks related to Facebook Events. Though we understand there are multiple ways to do the tasks outlined in this chapter, for the sake of clarity and simply, we limited to one way. Tasks in this chapter include: Task 1: Creating an Event .......................................................................160

task 1: creating an event

To create an Event, click on the Events tab on the left side of the Homepage.

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160

On the Events tab, click the Create an Event button, which will open up the Create an Event page.

On the Create an Event page, fill out required information such as Title and Description. Click the Select Guests button under the Whos invited? section of the form, which will open up the Invite Friends window.

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Enter the name of the Friends you want to invite by searching for them. Once you have selected all the Friends you want to invite, press the Submit button.

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Lastly, press the Create Event button to finish creating the Event. Now you are ready to publicize!

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Chapter
Places

22

In this section, we provide step-by-step instructions on tasks related to Facebook Places. Though we understand there are multiple ways to do the task outlined in this chapter, for the sake of clarity and simply, we limited tasks to one detailed description. Task in this chapter include: Task 1: Claiming your business ..............................................................164

task 1: claiming your place

To claim your Place, search for your business name on Facebook via the normal Search bar. If your business Place already exists on Facebook, click on it to visit its page. At the bottom left side of your Place you may see a link that says Is this your business? Click on the link and you will be directed to a claiming flow. If you do not see the Is this your business? link on a Place, then it is not available to claim at this time.

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Step-By-Step Guide

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When you click the Is this your business? link, it will open up the Is this your business? window. On the Is this your business? window, check the checkbox to declare that you are an official representative, and then press Continue.

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Facebook will then attempt to verify your Place by calling the phone number listed for it. You must be sure you can accept the phone calls at the listed number. Click the Call Me Now button.

During the call Facebook will provide a four-digit verification PIN, enter that four digit PIN, and the press Verify. If you dont receive a phone call, click on the Call Me Again link. Once the Place is verified, you will receive a confirmation message that it has been claimed.

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Chapter
Advertising

23

In this section, we provide step-by-step instructions on tasks related to Facebook Advertising. Though we understand there are multiple ways to do the tasks outlined in this chapter, for the sake of clarity and simply, we limited to one way to perform each task. Tasks in this chapter include: Task 1: Creating an Ad ............................................................................168 Task 2: Creating a Sponsored Story Advertisement .............................. 173

task 1: creating an ad
To create an Ad, first click on the Create an Ad link next to the Ad on any Facebook page, which will open up the Advertise on Facebook page.

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168

On the Advertise on Facebook Page, you first need to decide what activity your Facebook Ad will promote. Currently, there are three locations your Facebook Ad can promote, including Facebook Pages, Facebook Applications or external websites. In this example, we will be creating an Advertisement for the Carbon Outreach Page. The steps for creating an Advertisement for a Facebook Application or external website are very similar. After you choose the Destination of the advertisement, you will need to fill out the Destination Tab. For the Carbon Outreach Ad, we chose Default. Next you need to enter the ad copy in the Body field and then select an Image for the Ad. Review the Ad in the Preview the Ad box to ensure it meets your needs, and then press Continue, which will open up the Targeting form.

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On the Targeting form, select the Location, Demographics, Likes and Interests and Connections of the people you would like your Ad to target. After you have filled out this form, press Continue, which will open up the Campaign, Pricing and Scheduling Form.

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On the Campaign, Pricing and Scheduling form, enter the required information, and press Continue, which will open up the Review Ad form.

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On the Review Ad form, there will be displayed a summary of your Ad order information. Briefly review the Ad to ensure it meets your requirements. Lastly, if you are happy with how your Ad looks, your target market settings and your bid amounts etc, click on the Place Order button.

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To sponsor a story, first click on the Create an Ad link next to the Ad on any Facebook Page, which will open up the Advertise on Facebook Page.

task 2: creating a sponsored story advertisement

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On the Advertise on Facebook page, choose Sponsored Stories and either choose Page Like Story, Page Post Story or Page Post Like Story, and then press the Continue button, which will open up the Targeting form.

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Next, complete the targeting information, and press Continue, which will open up the Campaign, Pricing, and Scheduling form.

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On the Campaign, Pricing and Scheduling form, enter the required information, and press Continue, which will open up the Review Ad form.

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Lastly, on the Review Ad page, spend a moment to review the ad to ensure it meets your requirements and then press the Place Order button.

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Chapter
Applications

24

In this section, we provide step-by-step instructions on tasks related to Facebook Applications. Though we understand there are multiple ways to do the task outlined in this chapter, for the sake of clarity and simply, we limited to one way. Task in this chapter includes: Task 1: Adding an Application to your page ..........................................178

task 1: adding an application to pages

To find new applications for your Page, visit the Application Directory. To find the Application Directory page, choose the Apps tab on the left side of your personal Facebook page, and then choose the App Directory link towards the bottom of the page.

Step-By-Step Guide

178

Step-By-Step Guide

179

On the Application Directory page, click on the Application youre interested in, which will take you to the Page for that specific Application. You can browse through the list of Applications by selecting a category from the list of categories on the left side of the screen or by searching for an Application by using the Search Apps box.

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On the page of the Application you want to add to your Page, then, choose the Add to My Page link on the left hand side of the page.

Step-By-Step Guide

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Chapter
Metrics

25

In this chapter, we provide step-by-step instructions on tasks related to Facebook Reporting. Though we understand there are multiple ways to do the task outlined in this chapter, for the sake of clarity and simply, we limited tasks to one detailed description. Tasks in this chapter include: Task 1: Viewing your Page Insights .........................................................182

task 1: vieWing your page insights

To review reports for your Page, go to your Facebook Page and then press the View Insights link on the right hand side of your Page.

Step-By-Step Guide

182

This will open up the Insights report for your Facebook Page. You can choose to view Page Overview, Users or Interactions reports.

Step-By-Step Guide

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Section

APPENDIX

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Glossary
Aardvark.com: A website and social platform that provides question and answer services to members. Aardvark finds the perfect person to answer any question in real-time. www.vark.com/ Facebook Ad [Insights definitions]: Social %: The percentage of impressions where the Ad was shown with a Social Story about one or more Friends who were associated with the content youre advertising (i.e. Liked your Page, RSVPed to your Event, or used your Application). CTR: The click-through rate for your Ad, calculated as the number of clicks received divided by the number of impressions. Avg. CPC: The average cost per click for this Ad, calculated as the amount spent divided by the number of clicks received. Avg. CPM: The average cost per thousand impressions on this Ad, calculated as the amount spent divided by the number of impressions received. Android (Google): Android is a mobile operating system that uses a modified version of the Linux kernel. It was initially developed by Android Inc., a firm later purchased by Google, and lately by the Open Handset Alliance. http://en.wikipedia.org/wiki/Google_android Bit.ly: A utility that allows users to shorten a long URL, share it, and then track the resulting usage. http://bit.ly Blogger: A blog storage service that allows private or multi-user blogs with time-stamped entries. http://blogger.com Blogroll: A list of hyperlinks that are recommendations to other blogs or websites. http://en.wiktionary.org/wiki/blogroll Brown Paper Tickets: Brown Paper Tickets is a ticket sales and distribution company based in Seattle. The company positions itself as a

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fair trade competitor to other ticket-selling companies, offering services free of charge to event producers, as well as donating a portion of its profits to charity. http://en.wikipedia.org/wiki/Brown_Paper_Tickets Community manager: The online community manager role is a growing and developing profession. People in this position are working to build, grow and manage communities around a brand or cause. http:// en.wikipedia.org/wiki/Online_community_manager Crowdsource: Crowdsourcing is a neologistic compound of Crowd and Outsourcing for the act of taking tasks traditionally performed by an employee or contractor, and outsourcing them to a group of people or community, through an open call to a large group of people (a crowd) asking for contributions. http://en.wikipedia.org/wiki/Crowdsourcing Delicious: Delicious (formerly del.icio.us, pronounced delicious) is a social bookmarking web service for storing, sharing, and discovering web bookmarks. http://en.wikipedia.org/wiki/Delicious_(website) Digg: Social news website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories. http:// en.wikipedia.org/wiki/Digg Eventbrite.com: Eventbrite gives you all the online tools you need to bring people together for an event and sell tickets. www.eventbrite.com Flickr: An image and video hosting website, web services suite, and online community. In addition to being a popular website for users to share and embed personal photographs, the service is widely used by bloggers to host images that they embed in blogs and social media. http://en.wikipedia.org/wiki/Flickr Foursquare: Foursquare gives you & your Friends new ways to explore your city. Earn points & unlock badges for discovering new things. https://foursquare.com/ Groupon: A portmanteau derived from group coupon is a deal-of-theday website that features discounted gift certificates usable at local or national companies. http://en.wikipedia.org/wiki/Groupon

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Hashtag: Tracks the frequency that a #hashtag is used on Twitter, including graphical and usage details. http://hashtags.org Ipad: The first tablet computer developed by Apple Inc. Announced on January 27, 2010, it is part of a device category between a smartphone and a laptop computer. http://en.wikipedia.org/wiki/IPad iPhone: The iPhone is a line of Internet- and multimedia-enabled smartphones designed and marketed by Apple Inc. http://en.wikipedia. org/wiki/IPhone LinkedIn: A business-oriented social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. LinkedIn had more than 100 million registered users, spanning more than 200 countries and territories worldwide. http://en.wikipedia.org/wiki/LinkedIn Mashable: An Internet news blog, started by Pete Cashmore in July 2005. With a reported 7+ million monthly Page views self-reported from the and an Alexa ranking just over 400, it ranks as one of the largest blogs on the Internet. http://en.wikipedia.org/wiki/Mashable Meetup.com: Meetup.com (also called Meetup) is an online social networking portal that facilitates offline group meetings in various localities around the world. http://en.wikipedia.org/wiki/Meetup.com Microsite: A microsite, also known as a minisite or weblet, is an Internet web design term referring to an individual web page or cluster of pages which are meant to function as an auxiliary supplement to a primary website. http://en.wikipedia.org/wiki/Microsite Mobile Application: Also called mobile apps, it is a term used to describe Internet applications that run on smart phones and other mobile devices. http://www.webopedia.com/TERM/M/mobile_application.html Mobile web: The Mobile Web refers to using a mobile phone handset device incorporating a web browser to access the World Wide Web. http://en.wikipedia.org/wiki/Mobile_Web

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Ow.ly: Much like bit.ly, ow.ly is a website shortening service run by HootSuite that also tracks link clicks. http://hootsuite.com PayPal: An e-commerce business allowing payments and money transfers to be made through the Internet. PayPal serves as an electronic alternative to traditional paper methods such as checks and money orders. http://en.wikipedia.org/wiki/PayPal Quora: A continually improving collection of questions and answers created, edited, and organized by everyone who uses it. http://www. quora.com/about RSS: Most commonly expanded as Really Simple Syndication is a family of web feed formats used to publish frequently updated works such as blog entries, news headlines, audio, and videoin a standardized format. http://en.wikipedia.org/wiki/RSS SEO: Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the natural or un-paid advertising. http://en.wikipedia.org/wiki/Search_engine_ optimization Share button: Button to include on websites and blogs that enables the reader to share via multiple social networks. http://sharethis.com StumbleUpon: StumbleUpon is an Internet community that allows its users to discover and rate Web pages, photos, and videos. It is a personalized recommendation engine which uses peer and socialnetworking principles. http://en.wikipedia.org/wiki/StumbleUpon Syndicate: Web syndication is a form of syndication in which website material is made available to multiple other sites. http://en.wikipedia. org/wiki/Web_syndication Tag: There are multiple ways to tag individuals on Facebook, including within the Notes section and in photos. https://www.facebook.com/ help/?faq=13407 Twitter: Twitter is a social networking and microblogging service that allows you answer the question, What are you doing? by sending short text messages in 140 characters or less. http://twitter.com

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Twitterfeed: This is a service that will automatically send a message to Twitter and Facebook notifying users your blog post has been published. http://twitterfeed.com Typepad: TypePad is a blogging service. Create a blog in minutes - with stunning designs, reliable hosting, real-people tech support and lots more. http://typepad.com Wikipedia: Wikipedia is a free, web-based, collaborative, multilingual encyclopedia project supported by the non-profit Wikimedia Foundation. Its name is a portmanteau of the words wiki (a technology for creating collaborative websites, from the Hawaiian word wiki, meaning quick) and encyclopedia. http://en.wikipedia.org/wiki/Wikipedia Wordpress: WordPress is an open source blog publishing Application powered by PHP and MySQL which can also be used for content management. http://en.wikipedia.org/wiki/WordPress YouTube: YouTube is a video-sharing website on which users can upload, share, and view videos, created by three former PayPal employees in February 2005. http://en.wikipedia.org/wiki/YouTube

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