Fact Sheet 3 - Social networking
Social networking sites focus on building online communities of people who share a common interest or interested in exploring the interests and activities of others. For example:
Facebook is the most popular social networking tool as of June 2010. This guideline focuses on Facebook, but it is recommended that departments investigate other options available.
Read and learn more about Facebook
- About Facebook
- Using Facebook
- Facebook business accounts
- Facebook pages vs. groups
- Apps for Facebook.
Getting started
- Develop a plan as part of your communication strategy before starting setting up a Facebook page or group.
- Plan what your message is and how much information should be shared. Facebook is no different to a media release or advertisement and should be treated with the same preparation.
- Decide if you are going to respond to comments, once you answer one you will be expected to continue. Facebook users expect the same level of service that would be received via phone or email if you decide to set the precedent to respond to comments.
- Prepare to engage through Facebook, you are sharing with real people who don't like to be talked at or 'spammed'.
- Write guidelines on what content should be promoted and how the account should be monitored.
Government and Facebook
A Facebook group has been created titled Facebook and Government which advises on the best ways for government to use Facebook.
Other Government Facebook pages
Set up a personal account
Before engaging through Facebook set up a personal account and understand how Facebook works from a user prospective. Join pages and groups and evaluate how they interact with followers.
Successful Queensland account
The Queensland University of Technology fan page includes events, photos, video and announcements relating to students and the university. The page has 1,461 fans and posts information and photos on a regular basis.
Screenshot 3 QUT Facebook fan page
Successful international Facebook account
Barack Obama used social media in his presidential campaign; he engaged target audiences where they socialise and are comfortable interacting. Barack Obama now boasts over 6 million fans. As of March 2009 Barack Obama was the most popular page on Facebook with 2 million more fans ahead of second placed Coca-Cola.
Screenshot 4 Barack Obama fan page
Where Facebook can work for you
Bushells have created a successful fan page on Facebook with 8295 fans. Their page includes fan photos of people drinking Bushells tea, photos of their community work and interaction via comments and posts.
Screenshot 5 Bushells fan page
63 comments were received to the latest post "We're just finalising our competitions and prizes for next year and we wanted to check with our Bushells fans – What's your favourite sport?"
Real life Facebook mistake
While it may seem common sense of what to, and what not to post, as a reminder take a look at this short video that the Military have developed for Marines on using social media.
Checklist - Social networking
In addition to the Implementation Checklist at Appendix A, the following is also recommended:
Page with business hours monitoring (Daily)
- monitor wall and discussions regularly
- turn off wall comments after hours (set status to inform)
- respond or comment where appropriate
- post new relevant updates.
Group with 24hr monitoring (Daily)
- monitor wall and discussions regularly
- respond or comment where appropriate
- post new relevant updates or generate discussions.
Limited monitoring resources (Weekly)
- scan comments and updates
- post and schedule new relevant updates
- scan saved searches for comments or new related pages and groups.
Example disclaimer – Facebook
Creators of Facebook fan pages have 'administrator' access to that fan page and the ability to remove comments and content posted by other Facebook users. The conditions of use for Facebook, the 'Statement of Rights and Responsibilities'
- Establish minimum standards of behaviour for users of Facebook, including fans of particular fan pages; and
- Allow an administrator of a fan page to disclose the types of comments and other content they will remove from the fan page and the grounds for which they may ban users from the fan page.
The following text should be made available from a prominent location on any official fan page:
