Image

Archive for learn – Page 7

Responsible Facebook Marketing: Page or Profile? (part 2)

A few weeks ago I shared some thoughts on responsible Facebook marketing for businesses in part 1 of this article. My comments centered on the important impression it makes for businesses to market within the Facebook Terms of Service when using this ever-growing social networking website. Since the Facebook Terms of Service disallow users from conducting more than one “profile”, I recommend that users set up their business Facebook presence in the “page” format. While I appealed to our need for responsible (and TOS-abiding) marketing as a way of setting examples of how to conduct business in this new digital age, I also promised some more concrete reasons in a future post.

Hello, part 2. Business ethics aside, using the Page format rather the Facebook Profile option just makes good marketing sense. And, here are 5 reasons why…

1. Pages look like businesses. There are quite a few business or organization options that are available when setting up a Page format in Facebook. Creators can choose ptions like restaurant, retail, professional organization, and many other specific business types. Facebook allows Pages to be designated as a local business; a brand, product or organization; or an artist, band or public figure. Each option has built-in display items for information that is relevant to the specific type of entity. Options like hours of operation, service listings, mission statements and products are just a few of the items you can include in the information displayed on your page. On the other hand, Profiles look like people. So, your business information looks amateurish at best. Businesses don’t have birthdays, favorite quotes and movies, or many of the other items displayed in the standard Profile. In trying to apply normal business information to this more personal format, your message becomes clunky, or even confusing.

2. Pages offer business-friendly application options. These applications can enhance your Facebook marketing efforts, but many aren’t available for use on Profiles. You can add custom tabs to your Page with specific company information, integrate FB with your other social media outlets and channels, import blog feeds, post slide or powerpoint presentations, and much more by adding applications to your Page.

3. Pages give fans instant gratification. In the Profile format, users request a “friendship”, but must wait for confirmation. Even if it’s only a few minutes or hours, you’ve lost that potential customer or contact’s interest in your business. When a user “likes” a Facebook Page, they immediately gain access to all the Page has to offer, and your posts begin showing up in their stream. Yes, they can immediately begin interacting with your page with wall posts or comments based on your page settings, which can be risky. But, that opportunity fosters an open relationship of engagement with a potential client — the hallmark of doing business in a social environment.

4. Pages include a helpful set of analytics about page use. Unlike Profiles, Facebook provides data on who is interacting with your Page and how. Brief statistics are part of your account notifications and more detailed information is available to any Page administrator. These stats can help you gain a better understanding of which Facebook marketing approaches are gaining the best response from fans.

5. Pages allow for multiple administrators. While the Terms of Service disallow passing around your password information for FB Profiles, the Page format allows the creator to designate multiple administrators who can edit settings, make posts and add features to the Page. This feature is particularly helpful for organizations who may need multiple staff to be able to promote their projects on Facebook. It also helps ease the burden of maintaining a consistent message in this social outlet.

To make this a well-rounded post, there are also a couple of drawbacks I see in the current Facebook Page format. I’ve noticed quite a few requests in the FB discussion boards for development changes surrounding these two issues, and it’s possible solutions will be developed and implemented into the Page structure.

1. Pages do not currently provide notification of fan wall posts or comments. If an administrator has “liked” or commented on a post already, he will receive notification of any subsequent interaction with the post. However, there is not a vehicle for alerting administrators of new posts or comments.

2. Pages are not specifically tied to the Facebook advertising opportunities. Only profiles are enabled with administrative privileges for the FB pay-per-click ad options. Any ads related to a Page must be administered by a specific profile user. The option to place ads or change them isn’t possible for multiple Page administrators. In addition, a user can only have one credit card listing on file for advertising. So, multiple pages administered by the same user can not have separate credit card payment options designated.

Responsible Facebook Marketing: Page or Profile? (part 1)

I’ve been thinking alot about Facebook recently. Not only have I been launching the Small Pond Graphics Facebook page, but I’ve had several clients seeking my input on how to create or maximize their own pages. With over 400 million active Facebook users worldwide, and the statistics growing for the impact engaging with companies online makes in how consumers respond to products and services, Facebook is indeed becoming a more and more valuable marketing commodity. Just the other day, I saw Google’s statistics on the most visited websites on the internet during the month of May, 2010. Facebook topped the list with over 540 million unique visitors during the month and a mind-boggling 630 billion page views.

One of the pieces of information I shared on the Pond FB page this week was a link to a new application for Facebook profiles that has been released. It was produced by the Child Exploitation and Online Protection Centre and offers a “panic button” of sorts for 13- to 18-year-old Facebook users. The application adds a profile tab that allows the teen to quickly report suspicious users. In the press release about the application, James Gamble of the Centre commented that online predators are often dissuaded by visible deterrents. The hope is that this application might serve to protect young Facebook users from falling victim to the inevitable unscrupulous and sometimes dangerous online realities.

With the news of this new application that attempts to protect young online users from the internet’s worst tendencies, I’ve also been starting work on an online media contract for a local private school. It has me thinking. We have been trained in recent years to consider corporate responsibility and the ways businesses can or should involve themselves in social issues. How does that concern for ethical and responsible business practices extend to online marketing? Given the fact that we have no control over who reads our contributions to the online buzz — their age, their nationality, their proximity, their gender — how do we orchestrate a responsible online presence?

There are undoubtedly many answers and viewpoints to those questions. A full discourse would certainly produce a much longer word count for this post than I would ever recommend for a blogging client. I’d love to hear your thoughts on the subject, but for now, I’ll limit MY answer to just one recommendation regarding Facebook.

Follow the rules.

Facebook is a free service. It isn’t a democracy. It isn’t an “economy.” It doesn’t have juris prudence. It’s an idea that has come to remarkable fruition. And, marketing a business or organization on Facebook is a gift. My number one recommendation to businesses seeking to reach out to customers on Facebook is “don’t look a gift-horse in the mouth.” Say thank you, and follow the rules. By doing so, companies promote an ethical and responsible approach to doing business online. They demonstrate that “Terms of Service” agreements aren’t just a checkbox after a password is set. They are guidelines that are important to follow as we take advantage of our internet privileges. I appreciate organizations that set an example in the way they approach online media for the scores of young users we know are watching.

And, I notice when they don’t.

One of the primary ways I’m disappointed by businesses marketing on Facebook is when I see them presenting themselves in the “PROFILE” format. The site offers businesses a free way to promote themselves using the network through their “PAGE” format. The Facebook Terms of Service prohibit an individual from holding two different Facebook accounts. So, if you have a personal profile AND a business profile, you are in violation of those terms. In my opinion, businesses and organizations who violate this policy send a subtle, but immediate message that they don’t mind stepping outside the rules when conducting their business. In this age when the global focus is more and more on corporate responsibility for both large and small companies, that’s just not a good marketing strategy.

Not convinced by my “set a good example” theory? Stay tuned for Part 2 and a few solid marketing reasons why giving your business a Facebook “PAGE” presence is a better option.

The Shape of the World

I’ve been holding on to this installment of the American Life in Poetry project in my inbox for some time now–from back in September of last year. I was so moved by the picture of hard work, of changing the landscape, of observing the motion of change. I just couldn’t let go of it, but I also didn’t know quite what to do with it.

My life is undergoing some changes right now. (Aren’t all our lives?) I hope to share more over the next several weeks, but at the moment, so many things are in that frustrating state of transition that I can barely breathe. Transition is incredibly uncomfortable. In the vernacular of Ms. Woloch’s poem, that ill-defined process of going from chunks of rock to dust somewhere between the old place of concrete and the new place of re-formed earth is frightening to watch–and to live. I like for things to be settled. I like to know what’s going on, what’s going to happen, where I stand. In real life, that’s not always possible. What do you do?

The best course revealed itself with another reading of this poem as I was clearing out the cobwebs in Mac Mail. The simple thought of changing the shape of the world with each single motion seemed powerful. In the seemingly powerless state of changing circumstances, my old friend diligence brings comfort and purpose. I want it now. I want it done. I want it really with as little effort and discomfort as possible. But, in reality, not much change happens that way, does it? The diligent and steady movement toward change may be sweaty, but it works. Simple and consistent–even faithful–acts affect change. They affect change at a pace that is manageable. With each blow to the hardened concrete or the bumpy ground to create flattened space, I grow more and more comfortable with the new form of my life. I’m more and more able to embrace the new terrain. And, I’m more and more capable of tilling it into new fertile ground. Diligent acts. They change the shape of the world. And, they change the shape of the world again.

American Life in Poetry: Column 236
BY TED KOOSER, U.S. POET LAUREATE, 2004-2006

Cecilia Woloch teaches in California, and when she’s not with her students she’s off to the Carpathian Mountains of Poland, to help with the farm work. But somehow she resisted her wanderlust just long enough to make this telling snapshot of her father at work.

The Pick

I watched him swinging the pick in the sun,
breaking the concrete steps into chunks of rock,
and the rocks into dust,
and the dust into earth again.
I must have sat for a very long time on the split rail fence,
just watching him.
My father’s body glistened with sweat,
his arms flew like dark wings over his head.
He was turning the backyard into terraces,
breaking the hill into two flat plains.
I took for granted the power of him,
though it frightened me, too.
I watched as he swung the pick into the air
and brought it down hard
and changed the shape of the world,
and changed the shape of the world again
.

American Life in Poetry is made possible by The Poetry Foundation (www.poetryfoundation.org), publisher of Poetry magazine. It is also supported by the Department of English at the University of Nebraska-Lincoln. Reprinted from When She Named Fire, ed., Andrea Hollander Budy, Autumn House Press, 2009, by permission of Cecilia Woloch and the publisher. The poem first appeared in Sacrifice by Cecilia Woloch, Tebot Bach, 1997. Introduction copyright © 2009 by The Poetry Foundation. The introduction’s author, Ted Kooser, served as United States Poet Laureate Consultant in Poetry to the Library of Congress from 2004-2006. We do not accept unsolicited manuscripts.

In a Wildflower

To see a world in a grain of sand
And a heaven in a wild flower,
Hold infinity in the palm of your hand
And eternity in an hour.

(William Blake)

These first four lines are likely the most recognized of William Blake’s much longer rhyming treatise on nature’s lessons and need for protection alongside human nature’s frailties and inescapable tethering to creation. It’s from the poem, “Auguries of Innocence.”  To me, it has always been the colossal urging to pay attention to the details. It’s so easy to miss the longevity of a single moment.

Little Drummer Boy and Bug have taken to bringing me “prizes” in the form of wildflowers (and sometimes grass, sticks or the occasional lizard) found around our lawn. They are quickly coming to realize that mommies always love flowers. This knowledge has something to do with the squeals I offer them in return every time.

They each presented half of this bunch to me last week and were eager to see the blossoms find a home in my “flower glass.” They seemed satisfied with this spice jar repurposed to showcase their treasure. And a treasure it is. It’s been way too long since I’ve buried my face in a mound of clover blossoms to enjoy their sweet and tender fragrance — it is summertime’s rite of passage in Mississippi. Last Wednesday, I was all too eager to poke my nose into the center of this bouquet at the insistence of the boys. “It smells!” they said with renewed discovery. It was a discovery for me as well. I had almost forgotten that these ever-present reminders of the grass’ need for mowing actually have a scent. How often I miss the sacred place found in something simple like a collection of white tiny-petaled “weeds.” How often I breeze past the pursuit of these treasures by pudgy, dirt-stained fingers just to get inside the door at the end of the day. How often I fail to embrace and really soak up the infinity of that moment as these prizes move from their sweaty palms to mine.

Yes, I’d like to get back in touch with that little girl who didn’t mind burying her head in a field of clover. In the mean time, although it wasn’t quite the same as lying facedown in the field of green shapes, to bury my head in each of their little bodies in a thank you embrace was most definitely heaven.

My Yellow Bowl is Green

This weekly installment from the American Life in Poetry Project dropped into my inBox yesterday. It was a busy day after a busy weekend after a busy week before. My emotions were stretched and frayed from the stuff of life. I was having a hard time concentrating and a hard time catching up. I was immersed in that unique loneliness of my own thoughts. That quality of my brain that bars any intrusions. That part that keeps me focused internally and resists exposure. Then I saw this email. It stopped me. It stilled me. It enticed me to “bathe in the light” of this woman’s attention, as Mr. Kooser described.

I have this light pouring like water, only mine floods the dining room or a pink and green bedroom. I have this rug, only mine is the brick of the front porch or the glean of the hardwood floors. I have this yellow bowl, only mine is green and filled with lemons and Granny Smiths. I have this song. I’m singing it bent over the faces of my own babies. These easy words and descriptions jarred me from that internal immersion, that loneliness that comes from being bound by thought. They directed my attention around me to the mundane activity there. To the simple giving and living. Like you, perhaps, I spend much of my life in the silence of constant motion, of a thousand activities and conversations and concerns robbing stillness. But, here in this newly recognized place, the loneliness of hardship and disappointment and busyness and thought is misshapen. Now, it’s only quiet. And, quiet is ok.

[I’m continually astounded by the power of words, whether composed in verse or in paragraphs. Poetry, in particular, possesses the ability to speak into our common experience and pull from it a varied meaning. April is National Poetry Month. In these last few days of celebration, reacquaint yourself with American poets and their amazing clarity. The American Life in Poetry project is a great place to start.]

American Life in Poetry: Column 266
BY TED KOOSER, U.S. POET LAUREATE, 2004-2006

The great American poet William Carlos Williams taught us that if a poem can capture a moment in life, and bathe it in the light of the poet’s close attention, and make it feel fresh and new, that’s enough, that’s adequate, that’s good. Here is a poem like that by Rachel Contreni Flynn, who lives in Illinois.

The Yellow Bowl

If light pours like water
into the kitchen where I sway
with my tired children,

if the rug beneath us
is woven with tough flowers,
and the yellow bowl on the table

rests with the sweet heft
of fruit, the sun-warmed plums,
if my body curves over the babies,

and if I am singing,
then loneliness has lost its shape,
and this quiet is only quiet.

American Life in Poetry is made possible by The Poetry Foundation (www.poetryfoundation.org), publisher of Poetry magazine. It is also supported by the Department of English at the University of Nebraska, Lincoln. Poem copyright ©2008 by David Lee Garrison, whose most recent book of poems is Sweeping the Cemetery: New and Selected Poems, Browser Books Publishing, 2007. Poem reprinted from Rattle, Vol. 14, No. 2, Winter 2008, by permission of David Lee Garrison and the publisher. Introduction copyright © 2009 by The Poetry Foundation. The introduction’s author, Ted Kooser, served as United States Poet Laureate Consultant in Poetry to the Library of Congress from 2004-2006. We do not accept unsolicited manuscripts.

Divider Footer