Enterprise Facebook fan page strategies


I just began to use Facebook after I came to Australia because Facebook has not entered China’s social media market. But that does not mean that Facebook has no influence in China.

Facebook as a leading social networking site now has 800 million users all over the world. Facebook provides a free platform for the organisations to register and set up a fan page which help to engage with people, build relationships, and promote events.

To set up the Facebook page, there are some strategies:

a)      Set up the business goals

It should be considered about the business goals for implementing a Facebook fan page at first. The goals can be engaging customers, providing services, building relationships, expending brand influence and etc.

b)      Establish a brand persona

The brand reflects a persona which the public is already familiar with. Therefore, the picture displayed online should be the logo of the organisation. Make sure the proper punctuation and the correct spelling of the information and introduction are posted on the page. Add the links of the organisation such as official website, twitter and blog on the page.

c)      Establish a content strategy

The content should update regularly and focus on the coming congress or the news in the relevant domains. The content should be accurate, worth sharing, linking and commenting on so that users might want to interact. There are some main features of good Web writing:

Write short paragraphs: White space helps web display so write in ‘shunks’-30- word paragraphs separated by a line space work well.

Write simple sentences: Use one idea per sentence and keep sentences under 17 words.

Be direct: the web is friendly. Use ‘we’ and ‘you’ instead of ‘the insured’, ‘the applicant’, ‘the society’, and so on.

Be positive: ‘the web works well’ rather than ‘the web doesn’t function badly’.

Upload suitable photos such as propaganda posters and the photos about the conference hall. Keep the frequency of updating. Screen the comments and questions and reply them.

d)      Choose target audience

The target audience must be the people or organisations who are interested in the or have the cooerative relationship with the organisation. Create groups to categorize all the fans. And if it is necessary, the organisation can create secret group for specific accounts, which can be used to chat and share document with the group members securely.

e)     Create advertising on Facebook

Facebook provides the platform to place advertisings, and the advertisings can be displayed to the targeted user group. The organisation just need do several steps to create the advertisings, which is a convenient and efficient way to advertise. The advertising fee can be payed per click or per view, and the investment for the advertising can be calculated and controlled well by setting a budget.

f)      Post events for every planned programme

Create events for coming activities on Facebook and invite the fans to join the event. Post the details of the events with some pictures can attract more fans.


What Facebook Can Teach You About Staying Relevant

10 New Changes to Facebook that will Impact Your Facebook Marketing

15 ways to increase your Facebook stature

Facebook for the enterprise

Five Facebook-Only Strategies For Business Success

How to Manage Facebook for Enterprise

How to Better Engage Facebook Fan Page ‘Fans’


Enterprise Twitter stragtegies for 34th IGC

Social media now is most often used for advertising and promotions, PR, and customer service. The best example is Dell, an American multinational informationtechnology corporation, using Twitter to make money.

This week, I will also talk about the social media for 34th IGC, and I chose Twitter as the platform.34th IGC has had an overarching branded account, but it seems that the organisation did not pay attention on it. There are some strategies for manage the enterprise Twitter:

a)      Fill out the profile completely

In the virtual world, only the complete information of the account can be recognized and trusted by other users. Therefore, the logo should be used as the picture and the brief should be correct. Add the official website address on the profile. Do not protect the tweets, let everyone can see the tweets. Integrate Twitter into Facebook, official website and blog.

b)      Follow relevant accounts

Follow the accounts of the organisations and celebrities belong to the same domain as the 34th IGC, which have been of will become the delegates, sponsors and exhibitors. Use Twitter’s private “Direct Message” channel to connect with these accounts. That will collect their responds better than by emails.

c)      Increase the presence of 34th IGC on Twitter

Add the function of follow Twitter account on every website of the organisation used to attract followers. Create a list for the congress. Collect all the delegates, sponsors and exhibitors’ accounts when they register on the official website. Add the accounts to the Twitter list so that all the delegates can follow the 34th IGC’s account and recognise each other through the list to increase interactions. Use some Twitter app to search for the people in the same category of the organisation such as Twellow.com and Tweepi.com.

d)     Maintain the content standards of tweets

As the content of a message can only up to 140 characters, the content should be concise to let audience understand clearly. All of the links posted on Twitter should be shortened URLs. Using a hashtag, words or phrases prefixed with a “#” sign, can not only help categorize all the posts on a topic but also easily be searched by users who are interested in the topic of the tweets. All the tweets should be the news relevant to the coming congress. It should be mentioned that the tweets should be a two-way conversation. Reply the representative comments.

Using Twitter can be a free advertising method. 34th IGC can expand its brand influence and build relationships with people and organisations belong to the relevant domain.

In the end, I found some good posts about the management of enterprise Twitter:

What’s different about Enterprise Twitter?

The 5 Critical Errors Most People Make When they Start Using Social Media for Business

5 Twitter Tips to Give Your Content More Exposure

How to Create Credibility and Trust on Twitter

How To manage an enterprise Twitter presence: Avatars, account structure and response methodology

Using Enterprise Wiki to enhance collaboration

An Enterprise Wiki is a publishing site for sharing and updating large volumes of information across an enterprise. If an organization needs a large, centralized knowledge repository that is designed to both store and share information on an enterprise-wide scale, consider using an Enterprise Wiki.

I have posted a blog introduced the benefits of implementing Enterprise 2.0 tools.

In that blog, I referred to two cases of Enterprise Wiki to explain that Enterprise 2.0 can enhance productivity and efficiency and staff engagement.

The 34th International Geological Conference (IGC) is being hosted by the Australian Geoscience Council (AGC), which will be held in Brisbane, Australia next year. I consider if the organisation can enhance collaboration and share knowledge by implementing Enterprise Wiki.

IGC can use Wiki as internet for the staff.  This network is very easy to use so that staff can get use to it fast. It can replace the traditional email system and staff can check the email expediently. By using Wiki, the new idea can be posted timely and shared to everyone of the organisation.

Of course, the organisation should make a clear rule to explain staff’s responsibilities on the internal Wiki. As on the Wiki, everyone has the authority to edit pages, understanding how to participate in the editing and collaborate with others to finish a task is important for everyone.


Oracle: Enterprise Wiki Strategies

Enterprise Wikis overview

External Business Blogging Strategy


Nowadays, many organisations use a corporate weblog to reach its organisational goals. The corporate weblog can be categorized as either external or internal.

An external blog is a publicly available weblog where an organisation shares its views. When an organisation is planning to publish an external business blog, the primary thing is to develop a business blogging strategy. If starting blogging randomly without a proper strategy, you risk turning the advantages against you. This week, I want to discuss something about the external business blogging strategy.

1.       Clear the goals for the blog. 

What are your primary goals?

  • Customer conversation
  • Branding
  • Thought leadership
  • SEO (Search engine optimization)
  • Sales
  • Subscribers
  • Comments

For instance, Amazon’s primary goal for the blogs is to create a place where their editors can share their passions and interests with their customers and the larger community.

2.       Have a professional editor to ensure content quality.

Your blog’s writing quality reflects on your brand. This is particularly important for business blogs that represent the organisation. The editor of the blog should be professional so that to ensure the business blogs have professional content and consistent quality. Moreover, it is important to keep the post read easily and relevant. I advise the words of a post should no more than 500 words.

3.       Decide the update frequency of the blog.

It is unnecessary to write a blog post every day as some consistency can be helpfulin getting an audience to come back for more regularly. On the other hand, checking and responding comments should be timely.

4.       Decide blogging topics and keywords.

This is very relevant towards your SEO, which is your organic ranking on the search engines. Before starting blogging, it is necessary to decide exactly what topics of the blog. The topics and keywords in the business blog should be easily for people to search out.

P.S. There are some great post I refer to:

7 Business Blogging Tips From Blogworld Expo New York

Develop a Better Business Blogging Stragety

Calculate ROI of Enterprise 2.0


Return On Investment (ROI) used to evaluate the efficiency of an investment in finance and economics. Most forms of ROI analysis compare investment returns and costs by constructing a ratio, or percentage.

The computation formula of ROI can be:

 ROI = Annual return / Investment cost ×100%

The formula can be modified which depends on what you include as returns and costs.

ROI can be easily calculated, but it does not consider the factor of the time value of money, which is lack of Overall Viewpoint.

There is a good blog about Maslow’s Hierarchy of Enterprise 2.0 ROI

The pyramid provide us with a clear view of a variety of benefits caused by implementing Enterprise 2.0.

Implementing Enterprise 2.0 is a kind of investment. As the Enterprise 2.0 still in the early stages, many community mangers are looking for more detailed guide of how to measure the benefits of Enterprise 2.0.

I have posted a blog about the benefits of implementing Enterprise 2.0 before. It can be seen that the benefits include Enhance productivity and efficiency, engagement, knowledge and reputation.

For explame, how to calculate the ROI at the aspect of the employee engaement? I found a blog which give a method.  According to the post, many companies already measure the level of employee engagement by aggregating engagement ratings. Through the use of regression analysis (a mathematical way to model relationships), calculate what impact an employee level of activity in the network (the independent variables) has on his engagement score (the dependent variable).

P.S. There is a case about the ROI of Enterprise 2.0:

The ROI of Enterprise 2.0: Four Ways Wachovia Justified Wikis, Blogs and Other Social Networks

How to Estimate Your Social Media Return on Investment

Is social network a double-edged sword?


SNS (Social network sites) such as MySpace, Facebook and Twitter have rapidly grown in recent years as the development of Web 2.0. These SNSs have attracted millions of users, many of whom have integrated these sites into their daily life, especially young people. SNS provide a platform for users to publish personal information, including text, photographs, videos and etc.  Many people feel free to participate in the social network. But is the virtual world really free?  The answer is no! The real world principles should be obeyed in SNSs as well. For example, images, video, music, and text uploaded to SNS are the subject matter of copyright, if someone uses the resource without the copyright owner’s permission, which will be an infringement act.

For the organisation, social media policy seems to be very important as employees using SNSs can bring some risks to the organisation such as:

Confidential information risks
Wrongful dismissal
Technology risk
Copyright infringement
Statutory risk
Occupation and industry specific risks
Reputation risks

I think the most important thing is the confidential information for an organisation because it is directly associated with the profit and foundation of the organisation.  Every organisation should explicitly stipulate it. There is an example of this rule which made by Cisco:

Your Internet postings should not disclose any information that is confidential or proprietary to the company or to any third party that has disclosed information to Cisco.

When an employee want to post something involves the subject of the organisation, (s) he should clearly the identity and a disclaimer to demonstrate it is only personal view.

One person’s professional integrity can be judged by whether (s) he respect other’s copyright or privacy. Using a network resource without permission is the same as stealing. Meanwhile, one’s wording can reflect one’s character. On one would like to engage a dishonest or a rude man. Defamation is an illegal conduct. So the policy about copyright and language network are very necessary.

To sum up, in the era of the rapid development of the Web 2.0, every organisation and individual should be mindful of the legal risks of the Social Media. Therefore, a full-scale Social Media Policy is essential to an organisation.

Class social media policy


This semester for the unit of Enterprise 2.0, we used some web 2.0 tools such as blog, Wiki and twitter to build a class community online. It is a good way for us to interact, but we should also establish a social media policy to clarify the responsibilities for every participant in this social community. Regulating a social media policy can help people in the organisation clarify how to protect personal and professional reputations, meanwhile, avoid unnecessary unlawful conducts.

These are my personal opinion of the class social media policy.

  • Protect personal privacy:

As a real community transplanted to the virtual world, everyone should be careful when post something contain personal information. There is not privacy in the world of social media. It is important to consider the consequence before posting.

  • Protect confidential and proprietary information:

Use personal e-mail to register personal accounts in a public website. Do not confidential or proprietary information about the organisation and other participants.

  • Be responsible to personal discourse:

Ensure the accuracy before posting such as the grammar and spelling. . Faire use a permanent disclaimer to state personal view.

  • Respect copyright:

Before posting something, notice the copyright and property of others.  Avoid falling into a tort.  Demonstrate the author and the URL if the copyright allows its publication.

  • Respect other participants:

Be mindful of words and deeds when communicate with other participants. Prohibit insult or use offensive, racist, violent or obscene language. Consciously create and maintain a harmonious social community.

  •  Manage the permissions:

Only use the trustful third party applications. Set limits of authority and confirm the security of the accounts online.


Policy database maintained by Chris Boudreaux

Benefits of implementing Enterprise 2.0


Last week I wrote a blog about how Web 2.0 tools affect people’s efficiency and productivity. This week’s lecture of Enterprise 2.0 introduced to us some potential benefits and risks associated with implementing Enterprise 2.0 as well as the risks of not implement Enterprise 2.0. In this blog, I will discuss the benefits of Enterprise 2.0 implementation.

Enterprise 2.0 can be understood as the Web 2.0 exclusively used in the interior of enterprises. Web 2.0 tools always designed for individuals, it is lack of some necessary parts for enterprise applications such as security platform. Implementing Enterprise 2.0 is a challenge for an organization. It may be or may not improve collaboration or even explore potential productivity.

The benefits of implementing Enterprise 2.0:

Enhance productivity and efficiency, engagement, knowledge and reputation.

The risks of implementing Enterprise 2.0:

Security problems, loss of control, negative reputation, information unreliable, reduce productivity and increased expenditure on resources.

And there are also some risks of not implementing Enterprise 2.0 such as unauthorized use of web tools, fragmentation of information, difficult to retain talented staff and reduced competitiveness.

However, I will just talk about two benefits of implementing Enterprise 2.0 in this blog because of the time.

  • One of the benefits of implementing Enterprise 2.0 is enhancing productivity and efficiency. There is a successful case to explain this benefit: Enterprise Blog and Wiki Success Story from Traction Software – UK’s National Health Service (NHS) Orkney (Bill Ives).
    The UK’s National Health Service (NHS) Orkney branch in Scotland was perplexed by their email system because the email overload. The extraneous irrelevant messages can reduce staff’s efficiency of internal communication. The NHS Orkney implemented Traction TeamPage (insert a link), a hybrid blog and wiki platform built for enterprise groups. The blogs eliminated the email overload and ordered platform for communication and collaboration, which improve both personal efficiency and team productivity.
  • Implementing Enterprise 2.0 can also increase staff engagement. There is another case I read:  Enterprise Wiki Increases Collaboration and Connections at Janssen-Cilag (Bill Ives).
    In this case, Janssen-Cilag, an Australian pharmaceutical subsidiary of Johnson & Johnson, had an old static HTML site as their intranet. Static site does not have database and is hardly to maintain. They replaced the legacy system with a wiki. This new intranet is easy to use so that staff are engaging and collaborating more with time. And the ROI of implementing Enterprise 2.0 can be reflected by the continuing growing of contributions per months.

Use Enterprise 2.0 to justify the employees’ information behavior can support managers’ work to realize the goal of enterprise management. On the other hand, constructing Enterprise 2.0 can effectively solve the problems of internal communication, improve staff’s belonging and loyalty, and make a harmonious enterprise culture.

Does Web 2.0 enhance personal productivity?


If I ask you, “What is Web 2.0?” Maybe only professional can give me an answer. Actually I am a Web 2.0 beginner. I cannot give you a right answer too.

But if I ask you, “Do you know wikis or twitter?” Maybe only those who have not used internet answer “No.”

There are a large number of Web 2.0 tools, such as social network, blogs, RSS, social media and podcasting. Facebook, Twitter and YouTube, these are popular Web 2.0 tools, but I just began to use them. Because of different language, there are other popular tools in my hometown.

Now I came to Australia, I have to build a new social community. Actually, it is not easy to expand the social circle on the internet for a foreigner. Language and culture are two barriers which need to release.

Twitter:  the most Influential microblog. This new kind of instant messaging makes social communication much simpler. Users can easily share their idea or funny things in short sentences or images, and search the topics which they are interested in conveniently. Users can tweet via the Twitter website, compatible external applications such as for smartphones, or by SMS available in certain countries. Of course, you must notice that you can only send text-based posts of up to 140 characters.

Although I just start use twitter, there is a funny feature I would like to talk about,hashtags. Users can post a message by using a hashtage – words or phrases prefixed with a "#" sign. Hashtage seems like a topic,  it makes people search for the tweets which they are interested in much faster. For example, our hashtage is #346class11, when we want to search others’ ideas about this course, we can type in this hashtage.

I used a microblog named Weibo in China, and I log on it everyday. It is really a funny social networking! And comparing with twitter, I perfer Weibo. Not only because it is a Chinese interface, but also it  is easier using.

YouTube: A great social media website. People in the world can share their video to others. This social interaction enhances the social communication. To some extent, this website expand people’s outlook. Unregistered users may watch videos, and registered users may upload an unlimited number of videos. I am one of the former.

There is a video I found on Youtube can explain how the Web 2.0 effect personal productivity.

To understand and use these Web 2.0 tools to help me bulid a sense of place on the internet is my plan.


Web 2.0 pays more attention to the interaction, which makes users can take part in the filling content of website, such as Wikis. In the information age, everyone can be the contributor on the internet. People can provide and get massage from others through the platform of internet.

P.S. There is a good website that you can find Web 2.0 application on it.


How to be a successful personal blogger?


Do you have your own blog?

Every blogger hope to build a successful blog. But how make your blog attract people’s eyes? As a beginner of a blog, I am looking for some approach to get success.

What is a successful blog? Does it mean a lot of states, a large number of comments, or make a profit? One thousand people in one thousand Hamlet. There must be a thousand defining in bloggers’ mind. As for me, of course, I hope what I wrote have some viewers. But more important for me is my blog can bring some thinking to others. To share my happy, my opinions, my new ideas, etc.

No matter what way to build a successful blog, it executed by the blogger. So let’s discuss about the conditions for a successful blogger.

  • Have a fresh perspective.

A new idea, a new discovery and a new perspective can bring a surprise to the viewers. Let people know you are a funny blogger. Nobody likes to stay with a negative person.

  • Have a certain performance.

Clear the purpose of your blog and make a plan to execute. A lazy blogger even know much theory cannot succeed. Keep a rational rate to update the blog.

  • Build or join a “blogging”.

Most successful bloggers try their best to build connect with others, not only their readers, but also other bloggers. Try to extend your social circle and communicate with others.

  • Master some blog skills.

Know how to use tools and plugins to optimize your blog. Use keywords and tags to let your blog easy to search.

  • Do not cheat any visitor.

An unreal title may attract numerous eyes and increate states in short-term. But it just brings disgust to the readers. They will never visit your blog another time.

There is a good post about how to write a successful blog:

How To Write A Successful Blog: Top Ten Tips

Friendly Link: Strategies led your blog to success