So you have established Facebook is where your organization needs to be. You did your demographic research, determined how you will engage your fans and allocated the time and resources to truly be interactive. So the logical next step is to create a page. But how do you build a page that will be most appealing to your audience? Start with a few of the basics to get a good foundation, then listen to what your fans are asking for and how they are spending most of their time on your page.

Start with the tabs
The wall – this is your landing page for fans and your life stream. It’s all of the activity and interactions with fans. Devote most of your attention here as your page gets going.

Info – this is all about your organization. Be sure to be descriptive, but concise, punchy and appealing. Don’t forget to post links to any of your Web sites or social networks here too. Use this information and the links in the small box under your icon too.

Photos – consider opening this up to fans, allowing them to post, tag and comment on photos. Photos create another level of interaction and can spark dialogue. Post photos of your customers here too (with their consent of course) and tag them. Again it’s creating more activity on your page.

Boxes – you can add various built in boxes like “links” and “notes,” but they also afford you the ability to customize your page. (More on this in the next blog).

Notes – use this to post articles, press releases, anything…get creative. You may find though that you don’t even need this tab. Most of the other tabs get the job done and are more useful.

Events – use your creativity here too. You don’t have to limit it just to in-person events. Think outside of the box. Maybe host online event or some sort of contest or special promotion on your page that is contained within a set number of days.

Landing page – for fans the default landing page is the wall, but for non fans and non Facebook members you can direct them to a different tab with a call to action. Mashable and Victoria Secret’s Pink do this effectively with their landing pages.

Post no bills
Will you allow fans to post comments, photos and videos? You would be wise to leave it open. You can always moderate any inappropriate postings. Keep in mind the more people post the more it will show up in streams, which means more of their friends see it. Not allowing this level of interaction could potentially have a negative effect.

How will you kick start these conversations and postings? Think like a blogger, unravel stories over time and engage your fans with questions.

One last tip, be sure to grab your vanity URL. Not only does it help you retain your brand identity online, but also there are talks that Facebook may be launching an email platform. The platform would use your vanity URL as your email address. You don’t want to get stuck with one that doesn’t fit your organization.

Couple questions:
If you have a page what is one strategy you’ve used to successfully build your fan base? Could running a promotion to get new fans and not extending that offer to existing fans have a negative impact?

For more tips and tools check out JetPack Radio. Feel free to fan Wired PR too!

Enclosures:

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

, M4V

Is your company on Facebook? Now, more often than not the answer to that question is yes. In fact, it may seem your organization is living in the dark ages if it hasn’t claimed a piece of the Facebook real estate.

But Facebook may not be for everyone or every organization. Before starting a fan page, every company should ask themselves a few key questions:

1) Is your target audience on Facebook? Bottom line, you have to go where your target market is. If they are not on Facebook don’t waste your energy and resources there. Go where they are.

2) If they are on Facebook, ask if you can dedicate the time and resources to truly interact and engage them in two-way communication. If not, then you may want to reconsider creating a page. Unless you’re willing to turn the reigns over to a couple of loyal brand ambassadors like Coca-Cola did with their page. (Read the Mashable post.)

3) Finally, why would Facebook users want to fan your page? What are you going to offer them?

Once you’ve established Facebook is where your company needs to be, what do you do to get started?

Begin building your page being sure to go through the tabs thoroughly and filling in as much information as possible. Include links to your Web site, blog if you have one, and other social networks you are a part of. Think of it as an extension of your Web site (information wise), but as a blog (content wise). Fill it with photos – if appropriate – and tag people in them. Upload your logo or whatever image you want to represent your company in your profile picture.

Before you hit publish, develop a plan for engaging your audience. How are you going to interact with them? What voice will you use? Is going to be more personal or from a business approach? Who will respond to comments, questions and other posts?

How often will you post? Some companies that really have it down typically post a few times a day everyday. Either through questions or relevant information their fans can use. If you go too long in between posts, you will lose your fans attention – staying top of mind is key. BUT you also have to be relevant.

Going through this process will take a little more work, but it will build a good foundation and help ensure the success of your page.

If you have a Facebook page, what tips and tools did you use in the building it? Did you go in with a strategy? What has been the outcome?

For more tips and tools check out JetPack Radio.

Enclosures:

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

, M4V

PodCampAZ, a relevant media “unconference” for podcasters, bloggers and those interested in new media, will be held Saturday and Sunday, Nov. 14 and 15 from 9 a.m. to 5 p.m. at the University of Advancing Technology located at 2625 W. Baseline Rd. in Tempe.

Session at PodCampAZ 2008. Photo by Chris Lee

Last year’s event brought approximately 750 attendees. Attendance is expected to reach more than 1,000 this year. A few of the PodCampAZ 2009 speakers include, Evo Terra, co-founder of Podiobooks.com and co-author of “Podcasting for Dummies”; Mignon Fogarty, author of “Grammar Girl’s Quick and Dirty Tips for Better Writing”; Jeff Moriarty, co-founder of Ignite Phoenix, Improv AZ, and the Phoenix Innovation Foundation; and Francine Hardaway, co-founder of Stealthmode Partners and founder of the Arizona Entrepreneurship Conferences and Social Media Club Phoenix. At the free “unconference,” attendees will learn about podcasting, blogging and video blogging, social networking and other relevant media.

What:    PodCampAZ, a community “unconference” for bloggers, podcasters and those interested in new media

When:     Saturday and Sunday, Nov. 14-15
Registration: 8 a.m.; conference: 9 a.m. to 5 p.m.

Where: University of Advancing Technology
2625 W. Baseline Rd., Tempe

Cost:     Free

Information: Visit www.podcampaz.org

PodCamp AZ

PodCamp AZ is a two-day, free relevant media “unconference” dedicated to blogging, video blogging, podcasting and other forms of social media. The event, which began in 2007, is interactive and focuses on relevant media topics such as applications and tools, networking, education and getting started in social media. For more information, visit www.podcampaz.org

PodCamp

PodCamp began in Boston in 2006 for podcasters, bloggers and those interested in new media. The event, which is BarCamp-style – an open environment in which people share and learn through discussions, demos and participant interaction – has since grown into 21 different events in more than five countries, eleven states and virtually, in Second Life.

How do you build mutually beneficial relationships in social media? Be real, transparent, genuine and engage in the discussion. Social media is about the two-way street of communication. This goes for high profile celebrities, busy CEOs and time-strapped business owners.

With many avenues of social media going mainstream, many have jumped on board just to have a presence. They are there only to push their own information, compete in gaining tons of followers, and sell their product or service. Some use ghost bloggers and auto responders, completely missing the benefits and essence of social media. This powerful medium provides an opportunity to get real feedback direct from the source – your audience.

At the Blogworld New Media Expo, a celebrity panel including, Anthony Edwards, Jermaine Dupri, Matt Goss and Robin Antin, had a candid discussion about social media and how they use it. Each are prime examples of how individuals and organizations can tap into the social media world and use it effectively.

Another example is the General Motors Marketing Executive, Bob Lutz. David Meerman Scott posted a blog on how Lutz effectively communicates across several avenues.

Check out how these celebrities and executives are utilizing social media, or research other companies with a large online presence, and figure out what works best for your brand. Just remember to be genuine.

This is article is the second of a two-part series with Ryan Zuk on social media and the impact on public relations.

Since the beginning of the buying and selling of goods, marketers, organizations and communicators have been trying to figure out how to most effectively reach their audience. For decades it was the one-way street of advertising then organizations began to realize the power of mainstream media and public relations.

Though traditional forms of media are still powerful, many are cutting back coverage and have been losing relevancy with certain audiences. Does this transformation of mainstream media shrink the number of opportunities for organizations to share their message? Will social media and other online outlets present greater opportunities?

“The Web gives an audience of enormous proportions, which is made up of many niche groups that communicators can identify, research, target and communicate (collaborate) with,” said Ryan Zuk, APR. “We may for instance reach a smaller audience on a traditional online media placement yet, with social networking, social bookmarking etc., and since traditional media is incorporating social aspects too, the ability to share the original piece further out to the world can amplify the message.”

Online outlets are becoming more trusted and relevant messengers, and simultaneously proving to be more influential. They afford communicators the opportunity reach highly targeted audiences in a space they have opted to be a part of, resulting in deeper relationships and brand loyalty.

“Even before a good media placement potentially spreads across the social Web, many product and service messages that reach a smaller but more targeted audience are likely to generate more meaningful results,” Zuk said. “The maturity of social networking within niche audiences will help further prove this out.”

Through social media, communicators also have the opportunity to become content creators or their own news hubs.

“There is certainly an opportunity now to cover ourselves, so to speak – creating hubs for your organizations and clients is certainly wise if you’re not already doing this,” Zuk said. “Maybe it’s a blog for some, an online newsroom for others, or perhaps an online customer community functioning as the central information hub. I do think there is good reason to post our information both to our own social hubs as well as in outside forums accordingly. Each forum benefits from acknowledging, supporting and promoting the other.”

As valuable as social media is, it does come with a few important caveats, one of which is contributing to the conversation in an informative and relevant way rather than pushing a one-sided sales pitch. Communicators new to social media should go in with a plan.

“I suggest outlining and prioritizing your goals, initially focusing on the top one or two,” Zuk said. “What is your value proposition? Who needs to hear it and what action do you want them to take? What is your dream headline and in what publication or blog? Start with reasonable objectives and build an online presence that targets this audience and the media that covers it with sharp, original content. Be sure to bridge virtual with reality too. Meeting people face to face at conferences, networking events and lunches, etc. still has the most impact in my opinion. Creating your presence and getting it circulating is the main thing. Awareness creates opportunities.”

Ryan Zuk can be reached on Twitter: @ryanzuk or via his blog: http://criticalmasspr.com. Zuk also authors a monthly Digital Dialogue column for PRSA Tactics.