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Hybrid Track: Facebook Don’ts with Will Scott

September 30th, 2011

By: Wendy Roe

Session Hashtag: #fbdont

I’ve been looking forward to this one because getting more out of Facebook is a universal marketing need.  (In my opinion)

TOPIC:
Don’t be “that guy.” You know the guy in the middle of the room at the party, talking loud and slapping his card in the palm of every passerby. Data show that consumers want to interact with businesses online. They particularly want to see that businesses are engaged in Social Media. And they don’t necessarily want to be sold to. In this session we’ll look at some good, some bad, and some ugly ways businesses are engaging in Social Media and you’ll hopefully leave with a few new tools and ideas for how you can do it right.

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Will says, ” You Don’t Want To Be That Guy.”  Cheesy salespeople suck.

Let’s jump right to it: FACEBOOK DON’TS

  1. Don’t be afraid of commitment
  2. Don’t be a broadcaster
  3. Don’t buy friends…the wrong way
  4. Don’t be rude
  5. Don’t let go of the reins…completely
  6. Don’t believe there’s no ROI
What is Commitment?
  1. Post on a regular basis
  2. Be consistent in your post, style and schedule
  3. Speak with one voice
  4. Connect
  5. Listen Respond

 If a Tree Falls In The Forest and Nobody Hears It, Does It Really Make a Sound?

  1. Seek out complimentary Facebook pages
  2. Engage, respond, converse
  3. Attract the right fans
  4. Leverage your internal assets
  5. Consider holistic befriending – a page can’t be my friend but it’s admins might
Ha ha…he’s showing a slide for a Google search on “Buying Facebook Friends…the cheap and REAL ones.”  Of course. ha ha.  He’s talking about the correlation of real fans that encourage engagement, not fake ones that you can broadcast to and never make an impact.

Facebook Don'ts with Will Scott

The right way and wrong way to incentivize ‘Likes’ on Facebook:

  1. Read the Facebook Terms of Service
  2. Showing example of “Likes for Lives” …donating a $1 to breast cancer.
  3. Creating emotional content or buy in (even in Facebook Ads) creates ‘Likes’
  4. Love the idea of motivational quotes in an appropriate Facebook Ad (**great idea Will!!)
  5. Monitor your wall and respond to your clients, don’t leave them hanging (especially if they ask a question!)
Being Nice:
  1. 70% of consumers want you to respond
  2. Would you ignore the question in person?
  3. If you asked for a response, validate it
  4. Bait vanity!
  5. Engage influencers
Ostriches Miss A Lot
  1. Listen
  2. Engage
  3. Respond
  4. Convert
  5. Don’t be afraid to take it offline; “Give the office a call and we’ll gladly help you directly.”  - LOVE THAT!
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Q/A Session (I’ll try to repost some of the audience questions)
Q: Good or Bad, Facebook dumped into Twitter Feed?
A: Will says no, don’t do it.  Break it up and do the work to schedule out content on FB and Twitter separately.  Hire an intern, something.
Q: What was that link again from Marty Weintraub about creating your own social monitor dashboard.
Q: What’s the killer app on Facebook?
A: Tagging photographs, for sure!

Q: What about Business-to-Business?
A:  You can focus Facebook Ads to job titles, likes and interests…

Q: Should I post on a competitors page if it’s something that may interest them?
A: It’s more appropriate to post a comment of their post or comment on others blogs instead of posting directly on their wall.

…ooops, got sucked into the great dialogue instead of posting q & a’s…great interactivity in this audience!

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