Personal Branding through Facebook: Profiles or Pages?

Facebook Pages and Profiles: Personal Branding for Scholars

Brandeis WSRC April 14, 2010

2/3 of the GLOBAL population visits social networks

http://www.readwriteweb.com/archives/social_networks_growing_while_other_social_media_sites_stagnate_and_decline.php

(Nielsen Report, Global Faces and Networked Places, 2009)

Social networking continues to lead

http://www.flickr.com/photos/crystaljingsr/3915516172/in/set-72157622354789320/

… while other activities are stagnating

Social networking demographics

http://www.emarketer.com/Article.aspx?R=1007484

The potential of social media marketing

http://www.emarketer.com/Article.aspx?R=1007538

February 2010: 2.8b visits to Facebook2.5b visits to Google

Facebook is a destination for

sharing

US visitors spend an average of 7 hours a month on Facebook

http://www.flickr.com/photos/14994959@N04/3626975203/

..but it is also platform for

personal branding and

marketing

Facebook – personal profiles

http://www.flickr.com/photos/15507194@N00/3376955055/

Only a personal page?

It is more personal: • Updates are targeted to lists, and are from YOU• You can join groups, Pages cannot• You can participate in groups, Pages cannot• You can talk more about yourself

It’s less work than two: personal and professionalBut:5,000 friend limit, no customization

Personal page best practices

Collect friends => springboard to PageCreate Lists of friends: post by listSet privacy settings!

Collect relevant pages and groups – be active Mix the personal and professional, professionallyCultivate your professional image through your tabs: photos, video, info, notes, causes, etc.

Personal promotional page examples

How Would Wonder Woman Use Facebook for Personal

Branding?

Personal Page

Collect a lot of friends!Make sure everyone who needs her can find her via the info tab – semi-private settings-Get involved in a lot of crime-fighting groups -Cross-listings to website, blog, DC comics, Facebook Page, etc- value: my perspective on being a female crime fighter-Value: resources for fighting crime, or becoming a wonder woman-- post my magazine covers, photo shoots, youtube video of TV show, etc- Video: hot self-defense moves!

Exercise: A personal profile strategy

Why you need itWhat makes you a thought leader?What do people always want to stop and talk with you about?Topic areas of discussionWhich tabs you will populateWho you will targetHow will you measure success?

Share Pair Discussion

Personal page resourcesPrivacy settings:http://www.allfacebook.com/2009/12/facebook-privacy-new/ (set to highest privacy settings)

Keep in mind:“Everyone” really means “everyone who can search online” You can customize every Facebook update, exclude lists of peopleBe careful about who you allow to tag you and add photos and videos

Creating Friend Lists:http://mashable.com/2009/08/14/facebook-networking/

Keep in mind: People can belong to more than one list, sort updates and info by lists

Creating a professional Facebook personal profile:http://webworkerdaily.com/2009/12/15/create-a-business-friendly-facebook-profile/

Personal page resources

Facebook – professional pages

http://www.flickr.com/photos/15507194@N00/3376955055/

Do you need a professional page?

It is about the discussion, less personal: • Customize tabs, design to the brand/cause• Create special offers, promotions• Create a community of discussion and fans• It’s the new website - your extended website• Great for search and SEO• Fans are loyal and inclined to act!

But…you cannot personally message fans…yet

Professional page best practices

Collect friends => springboard to PageCreate a custom landing/welcome tab

Create a community and discussionCrowdsource questions – involve your fans (Dr. Phill does!)

Q: How can you use Facebook to offer unique value?

Professional page best practices

Fan other pages and cross-promote them

Create the wall posts that will address questions

Focus on one or two areas of emphasisCreate shareable content

Facebook Insights!! – also can track custom tabs

How Would Wonder Woman Use Facebook Pages?

Professional Page

Landing Tab: report inequality crime here-Lasso of Truth Cause: why women aren’t equal -Cross-listings to website, blog, DC comics, Facebook Page, etc- Conversation: women’s equality-Value: resources for women fighting inequality in the home and environment- petition: sign petition for…-post my magazine covers, photo shoots, youtube video of TV show, etc- Create a map of inequality: users upload “hot spots” to the map

Share pair discussionExercise – answer these questions:

What is the conversation about? What is the central message? Is there a higher purpose?

What is the added value of FB to your fans?

What do you want your fans to do?

Creating the strategy

What is the central message of your page?

What will the conversation be about?Where will you find your fans? What is the added value that you will offer FB fans?What do you want them to do? What is success, how will you measure it?

Professional page resources

Creating a Page in less than 5 minutes:http://blip.tv/file/2341364

Tips and Best Practices:http://johnhaydon.com/2010/03/five-facebook-tips-from-randi-zuckerberg/http://www.diosacommunications.com/facebookbestpractices.htm

Understanding Facebook Insights:http://www.allfacebook.com/2009/09/how-to-monitor-your-facebook-page-insights-to-improve-content/

Thank You!

[email protected] Twitter: @askdebra

Buzz: daskanaseSlideshare.net/debask

Note: this presentation created for the Women’s Scholars in Residence at the Brandeis Women’s Center