by , Torchbox ()
The first ‘Facebook for Good’ conference was held yesterday in London, bringing together charities for a wide range of presentations and discussions about how to use Facebook to its fullest potential.
The event was kick started by a keynote speech from Randi Zuckerberg, Head of Consumer Marketing at Facebook.
What I liked about Randi’s speech was that she gave 10 tips that she believes will deliver winning Facebook pages. For some readers, it may seem like relatively common sense style info. However, that doesn’t mean to say everyone is practising what Randi preached so I thought I’d share the tips (they appear within the speech marks) along with my feelings on each as they’re relevant to all organisations not just the charitable sector. Seconds out tip one:
1. ‘Create a public page not a group.’ This is because there are lots of benefits with pages – for example you can get a personalised url, you get option of multiple logins, the posts come from the title of your page rather than an individual, you get access to the Insights data.
2. ‘Customize your Facebook page’ make it represent what your brand is all about. I think this is an interesting one as I reckon some people like entering on the wall and seeing what the page is all about before deciding whether to like. However, there is no reason why tabs can’t be used to deliver content that reflects a brand’s personality. I liked the example given by of iPlatform later in the day (who also runs the ) of the FA’s Support England tab which allowed you to put your name on the back of a virtual England shirt in run up to the World Cup. England may have faIled at the World Cup – but that was a winning campaign.
3. ‘Come up with rules of engagement’ – I guess this covers a wide range of stuff from deciding and stating what’s allowed and what isn’t, to figuring out the best time to post, to whether you’ll be using photos / vIdeo. In short, have a plan. It was interesting to hear that M&S have a meeting to discuss this week’s and next week’s wall updates. Like an editorial team in a newspaper.
4. ‘Encourage community interaction’ – if you can you might just turn from a page that people like to one that people love! I love the way Cobra uses Facebook to lead . Just the thought makes me yearn for a madras, garlic naan and bottle of Cobra – but enough of that. Tip five awaits…
5. ‘Be authentic’- my take on this is don’t try and be something you’re not. Use a tone of voice and imagery that befits the organisations you’re representing. And be polite and don’t say something you wouldn’t say in a public space.
6. ‘Get immediate feedback’ – if you have a community who are engaged, they’re defo going to want to be involved. So if you have a question you’d like feedback on, the community can be a great resource to make that happen.
7. ‘Leverage the power of video’ – I’m with Randi on this one. A little while ago I started up a for fun in my spare time and the most successful feature has been Ask A Silly Question, video interviews with community members asking stuff like ‘if you could be a comic book hero for the day who would you be and why?’ recorded and uploaded from an iPhone. Around 80% of the people that like the page watched the first video!
8. ‘Get creative!’ – effective creativity will result in compelling content that spreads. And if you’re an early adopter, the content can drive a news agenda. The one I’m pondering right now is how to use Facebook Places. Seems other folk are too, take James Blunt’s record label and how they’ve used Facebook Places to reward check ins with free downloads.
9. ‘Make it go viral!’ – tagging can help a post go viral and there’s been few better uses of tagging than ‘the most tagged photo ever at Glastonbury‘ which was highlighted. My view is that it is a combination of compelling content and effective amplification (i.e creativity and hard graft) that results in something going viral.
10. ‘Use insights to guide decisions’ – hear hear Randi. Not everyone uses the free Insights data that Facebook makes available but everybody should because the lessons you learn can help improve the way your campaigns perform. And that’s got to be a good thing…
So there you have it, Randi’s top ten tips! If you’d like to keep in touch about future Facebook for Good events, my tiny tip is head over to the page. If you want more info on best practice with your Facebook page there’s load of info here: .