How Facebook Uses Facebook

Matt Hicks

July 20, 2010

13.5 Million People Like the Page 1 Million Daily Actives 9 Million+ Monthly Actives

@facebook wtf r u doing on Twitter?

Components of a launch

Explanation of PR role in producing

content

1) All major announcements on blog/FB

Page

2) PR working with product/business

leads

3)

Facebook Blog

Facebook Data Team

Targeted Facebook Page Status

Videos Posted Links

Photos

Status Updates

Blog Posts

Feeding the social media beast

Tweets

Producing features

Your Stories

Producing features

Facebook Tips

Producing features

Topical Tours

Producing features

Q&As

Producing features

Story of the Week

Finding authentic voices Employee crowdsourcing

Finding authentic voices Guest bloggers

Guest bloggers

Public figures First person users Partners

Critics/activists

Authors and journalists

Style for the Short Form

Be Brief: Say more with fewer words

Be Direct and Authentic: Avoid adjectives, marketingese

Be Casual: Simple language; colloquial, abbreviations, non-AP style OK

Be Personal: Use 2nd person and avoid “users”

Make a Call to Action: Ask readers to do something or answer a question

www.facebook.com/facebook blog.facebook.com @facebook www.youtube.com/facebook

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