Professional Documents
Culture Documents
Facebook Page
Individual/Organisational: Organisational* Risk level: Low Benefits: Recognition, SEO, creation of fan base, interaction, raising brand profile Challenges: Must be monitored, hard to gain fans Resources needed: 2 hours (setup), 2 hours/week (management), basic level with image manipulation Data/skills needed: Logo, official company info, images encouraged, regular updates KPI: Number of fans and interaction with fans (likes and comments) Best Practice example: European Commission (http://www.facebook.com/EuropeanCommission)
Twitter Profile
Individual/Organisational: Either (Individual preferred) Risk level: Low to Moderate Benefits: Recognition, SEO, real-time interaction, raising brand profile Challenges: Must be monitored continuously, can be abused, lack of action can be detrimental Resources needed: 2 hours (setup), 2-5 hours/week (management), intermediate level Data/skills needed: Logo, short company info, custom backdrop optional, twitter code skills (see: http://ow.ly/5BcNN) KPI: Mentions, followers and list inclusions Best Practice example: Action Fraud UK (http://twitter.com/actionfrauduk)
Linkedin Jobs
Individual/Organisational: Organisational* Risk level: Moderate/high Benefits: Linking to company profile and user connections, large database, main function of Linkedin, organisations profile Challenges: Spam from recruiters/CV writers, Potential favouritism for close connections Resources needed: 1 hour/job, intermediate level Data/skills needed: Full job description (use Linkedin template for full link potential) KPI: Applications Best Practice example: CFA Institute
Linkedin Events
Individual/Organisational: Individual* Risk level: Low/moderate Benefits: Simple interface, shows community members, attendee led marketing, attendee interaction Challenges: Public RSVP list can be exploited by competitors, basic functionality, does not integrate with official registration Resources needed: 1-2 hours/event, intermediate level Data/skills needed: Full event information, official registration setup KPI: RSVPs and comments Best Practice example: Association Congress 2011
Linkedin Answers
Individual/Organisational: Individual Risk level: Moderate Benefits: Have expertise recognised by community, demonstrates topic knowledge, can influence decision makers Challenges: Limited visibility (not a popular function), can be manipulated, tenuous links to organisations Resources needed: 2-5 hours/week, intermediate level Data/skills needed: Topic expertise KPI: Best answer votes Best Practice example: Graham Jones (Internet Psychologist)
Facebook Events
Individual/Organisational: Either Risk level: Moderate Benefits: Simple interface, good sharing potential, shows community members, attendee interaction Challenges: Public RSVP list can be exploited by competitors, basic functionality, not official registration Resources needed: 2 hours/event, intermediate level Data/skills needed: Full event information, links, photos KPI: RSVPs, comments and sharing event by attendees Best Practice example: MPI World Education Congress 2011
Facebook Groups
Individual/Organisational: Organisational* Risk level: Moderate Benefits: Share resources, community feeling, simple setup and management, SEO Challenges: Lack central control, may not be popular with target audience Resources needed: 4-5 hours/week, intermediate level Data/skills needed: Relevant topics/discussions KPI: Member interaction, links shared Best Practice example: MPISCC (http://www.facebook.com/groups/47896738585)
Twitter Chats
Individual/Organisational: Individual preferred Risk level: Moderate Benefits: Sharing of knowledge, showcase expertise, community building Challenges: Time limited, limited scope for meaningful contributions, can alienate followers not on chats Resources needed: 1-2 hours/week (per chat), intermediate advanced level Data/skills needed: Knowledge of twitter as communal chat tool, topic knowledge, community management KPI: Quality of Discussions, follow up conversations, number of users following chat Best Practice example: #eventprofs (see: http://bit.ly/ChatSched)