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Introduction The EMC Facebook 101 & Best Practices Guidebook contains guidelines, best practices, and procedures for participation in activities enabled by Facebook for EMC employees and contractors.
This Guidebook is to be used in conjunction with the EMC Social Web Handbook, EMC Code of Business Conduct and other EMC Policies and Procedures and may be updated from time to time. You are responsible for regularly reviewing this Guidebook.
If you have any questions about anything in this Guidebook, please contact Social Media Advisors at [email protected] for guidance.
Purpose The purpose of this Guidebook is to reinforce the need for common sense while encouraging responsible and appropriate employee engagement in the use of Facebook on behalf of EMC. This Guidebook will provide an overview of:
• EMC’s social media presence and goals • EMC’s social media philosophy • The process for creating or maintaining your
own social media presence as an EMC employee
This Guidebook will also address the following questions:
• What is Facebook? • Who can you converse with on Facebook? • Why would I use Facebook? • What are my responsibilities while representing
Social Media Advisors In order to give some direction to employees who wish to create an online presence representing EMC Corporation, EMC has established a Social Media Advisors Committee. The process for creating an EMC-branded account is defined later in this Guidebook. Please contact EMC Social Media Advisors whenever you intend to use “EMC” as any part of the name or URL before you create the account to avoid confusion with official EMC communication channels at [email protected]
Facebook Checklist Please use this checklist to ensure you’ve completed all necessary steps as you prepare to start using Facebook!
q Review the EMC Facebook 101 & Best Practices Guidebook.
q BEFORE creating an EMC Branded page, complete and submit the EMC-Branded Social Media Presence Request to [email protected].
q Use the Sample Content Plan to create a basic content/cadence plan for the first month. This plan will grow and evolve but you need a basic outline to guide you.
q After meeting with Social Media Advisors, you may create your EMC-Branded Facebook page and share account name, URL and owner on appropriate Wiki on EMC|ONE by following these steps.
q Build your follower base by sharing links to your Facebook page and integrating other engaging content into your page.
q Use the Sample Facebook Report to report monthly metrics back to Social Media Advisors at [email protected]
EMC has been an early and eager adopter of social media. These tools enable us to share what is happening at EMC with the world, and more importantly, they enable us to communicate directly with and learn from EMC stakeholders about what they value and what they need from EMC. The primary tools EMC uses for social media are Blogs, Twitter, Facebook, YouTube, Flickr, and LinkedIn, as well as our own Community Network. EMC’s primary official social media channels are:
• Twitter: EMCCorp, All Others • Facebook: EMCCorp, All Others • LinkedIn: EMCCorp, All Others • YouTube: EMCCorp, All Others • Flickr: EMCCorp • Wikipedia: EMCCorp • EMC Corporate Bloggers • EMC Community Network
Goals of EMC’s Social Web Presence EMC encourages employees to use the tools available to in a positive, professional fashion. Our goals include:
• Connecting with EMC employees, customers, partners, prospects, and others in new and thought-provoking ways in support of EMC efforts and initiatives
• Promoting the EMC brand and thought leadership.
• Increasing EMC brand awareness in the marketplace by providing and promoting the customer, partner and employee voice.
• Providing a positive, compelling, and engaging online experience and discussion for EMC employees, customers, partners, and prospects.
• Listening to and learning from EMC employees and stakeholders.
Why would I use Facebook? Before jumping in to Facebook, determine what you want to accomplish. This will help you to choose the appropriate tools, identify or create relevant content, and connect with your target audience. Are you trying to:
• Build awareness? • Build brand or product affinity? • Solicit feedback? • Learn sentiment through unsolicited feedback? • Co-innovate? • Build new strategic partnerships and
connections? • Identify and network with influencers? • Get your message out to many people fast? • Bring in new leads? Increase revenues? • Something else? NOT Internal Communications – see EMC|ONE
Facebook allows business es to communicate one-to-one and one-to-many in a medium
Facebook Do’s • Represent the brand well. If you affiliate with or
talk about EMC - You represent the global brand.
• Be authentic and honest • Complete your profile, including a picture • Customize your profile URL • Connect with true connections • Be approachable • Help others make authentic connections • Respect the privacy of your connections • Keep private conversations private
If you affiliate with or talk about EMC - You represent the global brand.
• Puts a face to the company • Can share personal and professional
information • Expand your personal and professional
networks EMC-Branded Fan Pages
• Represents the EMC brand • Updates about specific products, services,
divisions, events, etc. • Less personal, more business-driven • Limited to managing business page and ads • Before you set up an EMC-branded social
media presence: Please contact EMC Social Media Advisors whenever you intend to use “EMC” as any part of the name or URL to avoid confusion with official EMC communication channels at [email protected]
Did you know? Facebook Fan Pages are indexed and searchable by Google whereas Groups are
Fan Pages vs. Groups Facebook Fan Pages have no limit on fans and are indexed by external search engines, like Google. Fan Pages (recommended)
• Public, no limit to fans • Indexed in external search engines • Custom/vanity URLs • Facebook and other applications supported • Facebook insights and reporting supported
Groups (not recommended) • Public or private, limited to 5,000 members • Not indexed in external search engines • Content linked to your personal account,
appears to come from you, not your brand • No custom URLs • No applications supported • No reporting/insights
Before Creating an EMC-branded Account, Please Contact Us
Before you set up an EMC-branded social media presence: Please contact EMC Social Media Advisors whenever you intend to use “EMC” as any part of the name or URL to avoid confusion with official EMC communication channels at [email protected] Examples include: Facebook pages and groups, Twitter profiles, YouTube channels, Flickr, LinkedIn Groups, Wikipedia Entries ,etc. Please see the steps in the EMC Social Web Handbook for creating an EMC-branded presence on any social media platform.
Setting up your Facebook Fan Page Once you’ve been approved to create a new EMC-branded Facebook Fan Page by the Social Media
Advisors, take the following steps:
1. Go to http://www.facebook.com/pages/create.php 2. Pick a category
– Choose a category that fits your goals and page focus, as well as aligns with EMC’s business objectives.
3. Name your page – Identify a profile name that clearly and concisely identifies your goals and the focus of your
presence, as well as its EMC affiliation. – Avoid email handles, nicknames, slang, jargon, etc. Simple is better.
4. Profile picture and information – Complete your entire profile, including a picture before engaging with others. Your graphic
should be an EMC-approved graphic that represents the page focus clearly and is clear as a thumbnail
– Transparency is key when representing EMC - your bio should reflect the real names of the account managers.
– Add as much information as is possible about the solution, product, service, etc. – this will help people to find the page and understand what it’s about
Setting up your Facebook Fan Page 5. Design and publish your page
– Design your page to reflect information you want to share about the solution, product, service, etc., keeping in mind EMC brand guidelines and your page goals
6. Share your page information with us – Share your account name, URL and ownership updates on the appropriate wiki in the
Social Media Club on EMC|ONE – Provide monthly metrics to Social Media Advisors at [email protected] (See the
appendix to this Guidebook for reporting templates)
7. Seed your page with great content and conversations – Maintain activity on your account with posts not less than 3-5 times per week – Respond to questions, requests and inquiries that come in to your account or are directed to
your account
8. Promote your page – Comment and participate in conversations to increase awareness of your page – Share your page with others of interest – Include your page link in your email signature, presentations, newsletters and communications
Design your page to reflect information you want to share about the solution, product, service, etc., keeping in mind EMC brand guidelines and your page goals
Page Title Page title you chose during set up
Logo your page logo appears here
Description information about your page appears
for everyone that visits the page
Fans/Likes fans of the page appear here -
click on their images or names to view their profiles
Tabs share information with your fans
Wall share information with your fans and allow your fans to share information
with you and other fans
Like Button Like the page to stay updated with the latest posts – they will appear in your activity stream when you
login to Facebook Info
Expanded information about the page focus, EMC, etc. This is the
page where you disclose the page managers publicly, as well.
Facebook Glossary of Terms • Application: Add-ons for users, fan pages, and groups that add functionality to
the existing Facebook experience
• Comment: Users and fans can add comments to story items
• Facebook Connect: A single-sign-on feature that allows users to connect to other applications using their Facebook credentials
• Fan page or Page: A page associated with a company, brand, product or other entities, not individuals
• Friend/Connection: An individual you’re connected with on Facebook
• Fan: A person who has decided to follow your Facebook fan page by clicking like, the pages a user fans appear on their profile
• Like (Formally Fans): Users and fans can click a button to indicate they like a story (pictures, wall posts, statuses, group pages, etc) without adding a comment
Questions? Feel free to reach out to me at any time! I’m here to help! Jamie Pappas Manager, Enterprise Social Media Engagement Strategy [email protected] www.jamiepappas.com Social Media Advisors [email protected] Social Media Club on EMC|ONE Keyword: Social Media Club http://bit.ly/EMCSMC
Template: Sample Facebook Report Account Name & URL:
Item Information Requested (Type over current information)
Fans* Share the number of fans or group members.
Interactions* Share the number of comments, wall posts and likes.
Post Quality* Share your average post quality.
Number of Posts* How many new wall posts were there this month?
Mentions* How often was your page mentioned?
Additional Comments: Please share any upcoming plans, launches, or initiatives that we can assist with and engage others in the social sphere to help!
*Comes from Facebook insights for Page Managers
Please email completed report to [email protected] Note: This report is not required if you add Jamie Pappas as an administrator of your Facebook page. Send the invite to [email protected]