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No matter if you use it to share your service’s rich history or to highlight news and events taking place day-to-day, Facebook offers a very affordable tool to stay in touch with your community.
And while many services use Facebook as a free advertising or marketing tool, for the most part it presents a low-cost device for communicating and sharing information—on a national and even international scale.
Darren Horrigan from The Infants Home in Ashfield, Sydney, agrees that for even a self-proclaimed novice user, the communication opportunities available since creating a Facebook page 18 months ago have been considerable. Now Clare Court’s Facebook page is used to share details about the program, inspiring initiatives from overseas, political debates, union information and other early years information. A benefit of creating these relationships and communicating regularly via Facebook is you’re reaching an engaged audience—as opposed to sending a blanket email to your database, for example, people have to Like your page to start receiving your posts, so they are actively opting to stay connected.
Once you decide to create a Facebook page, you need to set clear guidelines or a social media policy around how your page is to be used, by whom, and to ensure you cover privacy and ethical issues.
Take care when making comments about anyone, including employees, colleagues, clients or other service providers.
Avoid falling victim to identity theft by limiting the amount of personal information you disclose on social media sites. Activate password-protected screen savers on all computers and ensure employees always log off before leaving.
When sharing information via social media, ensure you set high privacy or security settings and think carefully before divulging your home address or other personal information.
Consider including specific conditions in employee contracts and policies relating to social media use. This is an edited excerpt from an article, Social Media Risk—Child Care, used with permission of Guild Insurance. We're a creative custom publishing company specialising in design and journalism and have provided professional services to public sector and community-based organisations since 1993. It only takes a minute to join the SHARE register, but together we can make a real difference to Scotland's future health. Brian and Hazel both work in the Ambulance service in Tayside and recently chose to register for SHARE.
Just to be clear, this isn’t a case study demonstrating a phenomenal creative device that drove tons of traffic to my website and then buried me in new business. What I want to demonstrate are little victories – those are the ones that add up over time. Every now and again I write a blog post or article that resonates with enough folks that it generates a good bit of chatter.
I write weekly and although I put a lot of care and thought into each piece, not every one is a home run. What I am experiencing is that no matter what business event I go to these days – when I introduce myself there is recognition. I lost count of how many times that one comment got a RT carrying my Twitter handle across the Twitterverse and so a few things have happened.
I’ve been on Twitter for several years, built up about 2,400 followers, and have well over 5,000 tweets – I’ve had some buzz now and again, but like most twitter streams, it is more often a quiet stream.
To learn the reasons why people widely share content, I interview Jonah Berger for this episode of the Social Media Marketing podcast.
It’s designed to help busy marketers and business owners discover what works with social media marketing.

Jonah shares the reasons behind why people engage with word of mouth and why marketers should pay attention to this. Share your feedback, read the show notes and get the links mentioned in this episode below! As a scientist, Jonah thought it would be interesting to study why things go viral or why certain stories circulate around the water cooler. He grew up studying math, chemistry, computer science and material science and thought it would be interesting to apply these hard science tools to social science problems.
It was after reading the book The Tipping Point that he was inspired to think about these things and soon realized there hadn’t been a lot of research done on the subject. Listen to the show to find out why he spent his academic career trying to study these things and bottle the phenomena. Jonah starts with how a lot can be done with social media and that there are tons of content out there already from many brands and organizations.
Jonah and his team spent a decade doing research to try to understand why people share word of mouth. You’ll find out what the research entailed and how it led to the discovery of the psychological drivers behind sharing.
Following the rigorous academic research, Jonah decided to write the book Contagious to help people apply the insights, so their products and ideas could take off. Jonah explains how when the science was applied to a number of different companies to increase word of mouth in a given campaign, there was an increase of 20-50%.
Listen to the show to find out what you need to do to help activate your existing customers and get them to spread that message to more potential new customers. Although these principles are based on a decade of research, Jonah states that research will always move forward. You’ll discover which area the investigation started in and how the same drivers that caused people to share kept showing up time and time again. The same drivers that caused people to share were seen with The New York Times articles and YouTube. LinkedIn sent their users an email that informed them they were one of the top profiles on their site. In the book, Jonah gives an example of a hidden bar inside a hotdog restaurant and how people love to talk about it because it’s a secret. As a marketer, one of the greatest ways to employ social currency is to make people feel like insiders. You’ll hear two examples of how Google used social currency and how you could apply it to your business. The idea of a trigger can include sight, sound, smell or anything in our environment that will activate something else in our mind. You’ll hear what researchers uncovered when a certain style of music is played in a grocery store.
For you to understand what the triggers are for your industry, you need to consider the context. Jonah tells the story of what a steakhouse in Philadelphia did to cut through the clutter and why they are still around over a decade later.
Another great example is when Kit Kat decided to do a campaign to try to improve their sales a few years ago.

A policy at Platinum Preschool, for example, dictates that although all educators are encouraged to contribute to the Facebook page, nothing is posted unless approved first by Ms O’Brien or co-founder Nichola Mclean. Carers and supervisors must always gain the client’s express consent to what information will be used, and how it will be shared. Strict control of what information is added to your Facebook page or who is moderating blogs is essential for protecting your good reputation. The relationship between friends was not overnight trust, the relationships in business aren’t overnight either. Some fall silently into the digital drain, some float on the surface and every once in awhile – one grows feet with running shoes.
Some folks say “oh, yes, I read your articles all the time” others say “I’ve heard of you.” The point is that even though I can’t translate these wins into a specific ROI (return on investment) it is definitely generating brand and name recognition and possibly even building up my authority (humbly stated). Being consistent, staying on point, and finding new distribution points to promote the articles has begun paying off. My Klout score jumped a few points, I gained new followers, and started some new conversations. With the 6 principles they discovered, you can make it more likely for your own posts to be contagious.
However, it requires you to understand why they are talking about some things rather than others. It’s about being able to understand the motivation or the drivers that cause us to pass things on. These psychological concepts have been shown to drive behavior across a host of different audiences and products or ideas.
When people received this email, not only did they feel special, they shared this information with others.
You need to make them feel like they are part of a special club or have some sort of status that nobody else has. When it comes to triggers, Jonah states that they are equally if not more important than social currency. I’ve even gotten emails from professors who ask permission to use my articles for their classes. I can correlate some new business as having been influenced by my articles although I wouldn’t say that it was a direct lead. So although the song is bad, no matter what day of the week, Friday provides a ready reminder. There is a bit of buzz happening on Twitter in my account – something every marketer craves. They have a bigger following than I, and so their readers clicked my link and reacted the way my followers had.

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