Facebook – Recommendations

for

Prepared by Peter Lloyd Johnson

Marlboro College Graduate Center

Capstone Project

August 7, 2010

Peter Lloyd Johnson Facebook Recommendations

August 7, 2010 - Capstone

Introduction & Overview: The Capstone study that is being prepared on behalf of the Vermont Partnership for Fairness and Diversity is primarily engaged in an broad refresh of the current Joomla website. The staff of the Vermont Partnership feels that its existing site does not accurately represent the aspirations of the organization, nor does it present a compelling argument for readers to support the organization financially. A refreshed website is important, but the ever-changing evolution of digital communities demands that attention be paid to other opportunities. In 2010, Facebook, the social networking website launched from a Harvard dorm room, will become the unchallenged home address for almost 500 million users worldwide. The Vermont Partnership is about building community. It is about people opening themselves to change, to new experience and to people who may look different. Not leveraging a social media website that encourages just this type of community formation and interaction would be shortsighted. Facebook is a relationship-building platform that forces marketers to shift from an advertising mindset to a conversational mindset. It is an initiative that takes time and the learning curve for some can be steep. Nevertheless, the organization (to its credit) has accepted that it must dedicate human resources to this medium. The Vermont Partnership’s Facebook page was launched several months ago and currently has over 200 fans. In order to expand that number and broaden the organization’s reach, the following list of short- and longer-term recommendations has been prepared for implementation over the next six months. It is a start that could ultimately do more for extending the organization’s message than any other initiative in the organization’s 15-year history. Let’s hope. Short-term recommendations:

Build an active wall and never miss an opportunity to encourage people to “Like” the Vermont Partnership Facebook page

Post useful, interesting content from various sources, regularly Monitor and participate in the comments on the Vermont Partnership Wall every date –

no exceptions!

Post photos of presentations given by Curtiss or other representatives of the Vermont Partnership. They make the organization easier to understand.

Peter Lloyd Johnson Facebook Recommendations

August 7, 2010 - Capstone

Collect images from clients if possible to show successful results and engagement.

Highlight events the have been organized by the Vermont Partnership, or let fans know of upcoming events the organization will be attending.

Respond to everything that is posted on the Vermont Partnership’s wall. Answer

questions, comment on shared photos, and thank someone for posting. Taking the time to have one on one conversation with guests generates good will.

Commit to posting status updates or new content on Facebook on a regular basis. Aim

for updates once per day. Offer exclusive content that they cannot get anywhere else.

Use the wall to ask questions and be genuinely curious. Post content that users may

find interesting and then ask them to comment. Use polls to get broader feedback.

Facebook fan pages are a valuable way to learn about the demographics of the Vermont Partnership’s audience. Keep these demographics in mind as share-worthy content is created which strengthens the brand experience.

Understand where the intersection lies between audience need and the Vermont

Partnership’s expertise? What kind of content can the Vermont Partnership create that will highlight its expertise but also be helpful and engaging.

Begin using Facebook “Insights” and the Vermont Partnership’s website’s Google

Analytics platform to understand who is visiting the Facebook page and the Vermont Partnership’s website. Track key metrics weekly and make adjustments when results are unfavorable. Look to see if Facebook fans are migrating to the website for more information.

Know how many Fans the Vermont Partnership has and how many it has lost. Look at

where the fans are located and track their age and gender. Know how many page views the Vermont Partnership’s page gets each week; how many comments and posts are made on Vermont Partnership content and how many times posted photos and videos are played.

Long(er) term recommendations:

Video makes a page dynamic so post recordings of presentations given by Curtiss Reed

and other team members. Post videos that show discussion happening around an important issue.

Peter Lloyd Johnson Facebook Recommendations

August 7, 2010 - Capstone

Create a custom landing page by using the static Facebook Mark-up Language (FBML) application to add new tabs to the Vermont Partnership’s fan page. The landing page tab will explain what the brand is about and how the brand can help them.

Create a community of influencers by reaching out to the influencer core – those people

who are responsible for change, for leading things, and for getting jobs done. Hand select major players in key constituencies and send messages asking them for help. Encourage them to talk about the Vermont Partnership. Ask them to use Facebook’s “Suggest” feature to encourage their friends to fan the Vermont Partnership’s page.

Create a welcome page, a specific tab that can direct all first-time visitors to a page

where they can learn more about the Vermont Partnership and how they can interact.

Experiment and share content from other websites. Share content such as relevant video, blog posts and links.

Reference Facebook on email campaigns.

Conclusion: Paul Chaney author of “The Social Media Handyman” blog writes, “In 1999, having a website was the be-all and end-all. Today, having a presence on Facebook is now the imperative. Businesses need to have a presence in places where customers congregate. Today, that place is Facebook.”

Peter Lloyd Johnson Facebook Recommendations

August 7, 2010

Facebook – Insights Metrics (August 1, 2010)

Peter Lloyd Johnson Facebook Recommendations

August 7, 2010

Facebook – Insights Metrics (August 1, 2010)