Facebook is very much the social media phenomenon o the past decade and it is now used by 1 in 7 o the world’s population and by more than hal o Australians.Little wonder then, that at Bang the able, we are requently asked about how Facebook can best be used as part o a community engagement strategy.Sadly there is no one simple answer, dierent projects have dierent audiences,risk proles, and dierent needs. Facebook is also an evolving and ever changingplatorm.Facebook at its core, is a place where people go to socialise. It is inormal, oenirreverent in its nature which presents challenges or many organisations hoping toharness its audience to achieve meaningul community engagement.So where do we stand in this debate? We can’t deny Facebook’s huge reach. It’sincreasing exibility and integration with other applications makes it very appealing.In the B2C landscape it is a marketer’s dream. However as a tool to engage people ina meaningul and deliberative way, a ew red ags pop up. Some o these ags can bedealt with; others need to be taken more seriously.Te art o successully engaging a community online, among other things, relies onskills commonly ound in the marketing and PR elds – think promotion and contentcreation. Tis is perhaps the crossroads in which we can nd Facebook most useul.Tis guide looks critically at Facebook as a tool within the community engagementspectrum.
INCORPORATING FACEBOOK INTO ONLINE ENGAGEMENT - A PRACTICAL GUIDE ©BANG THE TABLE PTY LTD 2