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Social Media & PR Strategies 2012 Blog

Review: Facebook Best Practices, Short & Sweet

These articles interested me most in how they crystallize the usage of their respective platforms. While there are a multitude of benefits to be gained from creatively using Twitter and Facebook in a way that others are not, sometimes it is helpful to just look at a guidebook of how things are commonly done and just diving right in. I think, particularly in the future, it will become more and more key for communications professionals like myself (who grew up with Twitter and Facebook and therefore are very familiar with them) to have a kind of quick & dirty explanation of emerging social media tools – since it is really the fundamental processes and philosophies of engaging that are important, and not necessarily the tools themselves.

In other words, Sun Tzu could probably have been a master of tank warfare as well as intergalactic space battles, right? Technology may change daily, but fundamental realities and insights do not (at least not nearly as often).

That Facebook “Liked by Friends” ads are TWICE as effective as traditional word-of-mouth marketing is astounding. This is something I certainly need to show the boss because

a) he is very wrapped up in how many likes he has

b) it is a pretty legit stat and can help increase awareness of (and feedback regarding) all my other branding/advertising efforts

I also appreciate that there are tips given on how, specifically, to use the different tools on Facebook – including a multitude of case studies along the margin of the document.

Short & Sweet is interesting, on the other hand, because Twitter is a much more open-ended technology. There are no business-specific tools mentioned in this article, but more like a kind of etiquette and strategy for using Twitter in a professional way. And professional does NOT mean “constantly try to advertise and sell to everyone on Twitter.”

Having used Twitter pretty extensively in the past, in a non-professional role, I am familiar with the layout and how to use everything mentioned in this article. Luckily, I have also been “tweeted to” by professional organizations that have used Twitter in a charming way, and also by orgs that use it in a robotic, “this is just another way to obviously try and sell you some shit,” way. So I also have an emotional investment in using Twitter correctly, because I know how much of a turn-off (or simply irrelevant) it can be to use Twitter in such a heavy-handed way.

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