Facebook ABC

Anna Mossolova

A glimpse into the FB “history”...

9 years ago — an ordinary student of Harvard

Today — a world-famous billionaire

Incredibly rapid success!

◦ In February 2004, thefacebook.com was launched◦ March 2004, it expanded to Stanford, Columbia, and Yale;

later in 2004, most universities in Canada and the United State joined Facebook

◦ In September 2005, Facebook launched a high-school version

◦ Later in 2005 expanded membership eligibility to employees of several companies, incl. Apple and Microsoft; and already by 2007, the Facebook had 100,000 business pages

◦ In September 2006, Facebook was opened to everyone of age 13

Facebook today

◦ Today, FB is the second most popular website in the world;

◦ if it were a country it would be ranked third in the world (after India and China);

◦ there are more Facebook users than cars;

◦ each of 901 million monthly users has around 370 friends, interacts with 130 of them, and is connected to 80 pages, groups and/or events;

◦ according to Facebook statistics, 50% of active users log in every day and spend in average 55 minutes on Facebook.

◦ every single minute 510,000 posted comments, 293,000 status updates, and 136,000 uploaded photos appear on FB!

What’s so special about it?

1. FB is omnipresent nowadays

2. Thanks to heavy user engagement, FB is extremely powerful tool of content dissemination (ca 8000 pieces of content is shared every second!)

3. FB is really user-friendly social media

4. FB allows you to combine personal and corporative

5. FB is meaningful: it is a part of your eReputation

Facebook Group vs Page

FB Groups are the place for small group communication around a common cause, issue or activity (analogous to real life clubs).

Group can be publicly available for anyone to join, require administrator’s approval to join or be private (by invitation only).

Members of a group can upload pictures, start discussions, post updates, etc. New posts by a group are included in the News Feeds of its members.

FB Pages enable organisations to create their public presence on Facebook. It is much like a FB individual profile, but of a brand or business.

Pages are visible to everyone on the Internet by default. Everyone can connect with these Pages, i.e “become a fan”.

By becoming a fan of any page, you will receive its updates in your own News Feed.

What can you do with your FB page?

Post and repost

news/links/etc.

What can you do with your FB page?

Share videos

What can you do with your FB page?

Upload and share photos

What can you do with your FB page?

You can even answer certain researchers’ queries in your messages:

What can you do with your FB page?

And what is the most important—create events, polls, and other engaging campaigns!

Just on example of engagement

Why to use FB as a Page?

1. Stay in touch with your target-group;

2. Facilitate a more personal connection with your audience;

3. Increase awareness of your organisation/services;

4. Increased traffic to your website!

5. Improve insights about your target groups (e.g. collect feedback, positive and negative comments, etc);

6. Be able to monitor or initiate conversations about the organisation;

The lifespan of your posts

FB post gets half of its reach in the first 30 minutes after publishing

What happens with your post?

What is “reach”?The number of people who saw your page post; reach can be organic

(fans), viral (friends of fans) or paid (advertised).

What is “story”?When people like your page or like, comment, or share one of your posts, a story is created in their feeds sharing their activity with their

friends (the word-of-mouth effect).

story:reach=?Virality! The ratio between stories created around one post and the

number of reach that this post has.

Remember “Virality on Facebook” slide?

◦ The percentage of people who have created a story from your Page post out of the total number of unique people who have seen it

Median virality of the Facebook page post (sample of 10.000 pages)

Guess, how many people saw this FB post?

Real numbers shown by FB insights

FB users consistently underestimate the audience size for their posts, guessing that their audience is just 27%

of its true size.

The lack of feedback says little about the actual number of people your post has reached!

Do not underestimate the power of Facebook!

How many EURAXESS FB project do we have?

+ some recently launched page (e.g. Croatian, Greek)

Let’s make this list longer!www.facebook.com/pages/create

Further: professional social networks