Chapter 1
In This Chapter
Answering the question, “What is Facebook?”
Discovering the benefits of being part of the crowd
Using Facebook efficiently
Understanding the statements of rights and responsibilities
Before considering whether or not to join Facebook, you probably want to know what it is, how you use it, and whether it’s going to be invasive in your life. Those concerns are all fair, and the purpose of this chapter is to address them. First, we explain what Facebook is and how it fits into the scheme of social media. Then we discuss the benefits of joining Facebook, the basic rules of doing so, and how you can customize your experience.
Facebook is a social networking platform where people share their thoughts, actions, photos, and videos with friends, family, and (in some cases) the public at large.
By setting up a personal timeline (sometimes referred to as a profile), you can create status updates and keep others up-to-date on what you’re doing. Facebook is where you can hang out with friends, even when you’re not in the same location. Through status updates and shared applications, you can listen to the same music your friend is listening to or see where your friend had lunch if he or she checked in (in Book II, Chapter 5 we discuss what it means to check in to a place).
Facebook is becoming more than just a way to keep up with friends or family — it’s a new way of marketing as well. Brands create business pages to connect with their customers on a more personal level and may offer marketing campaigns, coupons, or special deals to Facebook fans. Some brands have gone so far as to launch new products or services to their Facebook fans first.
When we tell people that we love Facebook, we get all kinds of reactions. Some people don’t get it because they are Twitter or Google+ diehards. Others don’t get it because they think Facebook is fine, thankyouverymuch, but they’re not passionate about it. And some people don't get it because they would never think of sharing their life in the public realm. Luckily, others understand that when we say “we love Facebook,” we mean we love the opportunities it brings.
Facebook is not just a way to share photos of the new baby, your lunch, or Saturday’s party. It’s an integral way of interacting with others — personal friends, colleagues, businesses, and even celebrities. It’s a way to research your interests and learn new things. Facebook offers you a way to broaden your social circle with people you’ve never even met (indeed, they could be a world away), though many people start by finding and reconnecting with old friends (say, friends from high school, college, or even old workplaces).
A benefit of being on Facebook is that you have the opportunity to be heard. Until social media truly became mainstream, we were broadcast to as a whole. News outlets, businesses, and celebrities all shouted their information to you to further their interests. The crux of social media is that broadcasting is frowned upon and conversations are encouraged. You have a chair at the table and an opportunity to have your say. We don’t mean to imply that all voices are equal. Obstacles still exist, but social media has opened new avenues that make it more likely for your voice to have an effect if you use it wisely.
When you join Facebook, you have the opportunity to customize how you interact, who you interact with, and how often you interact overall. Your Facebook timeline is a record of your voice. As you interact with other users and businesses, you build your online persona. Others begin to create a perception of you, based on what you share on Facebook. Throughout Books I and II, we emphasize how you can bring your personality into your online persona by choosing your friends, sharing photos and videos, controlling your privacy settings, and creating a stellar cover photo for your timeline. (Your timeline allows you to share all the milestones of your life in one place.)
You may have seen the commercials or comics poking fun at Facebook. The message is similar to this: “All my friends live in my computer.” The message is funny because it contains a grain of truth, but it's also an exaggeration.
If you’re using Facebook as a tool, it’s unlikely to take the place of your “real” life, where you’re out and about doing things. Rather than thinking of Facebook as a zero-sum game (that is, you’re either in or out), we think of Facebook as a way to extend relationships. So much of “real” life is mimicked on Facebook. When you connect with people at a conference, you can continue networking on Facebook. If you meet someone at a party, you can keep the social relationship going on Facebook. If you go to a family reunion and catch up with everyone but that one weird uncle (we all have one), you can still catch up with the family you love and filter out the crazy uncle.
When you meet someone new and then connect with them on Facebook, you can see what else you have in common. You may find that you’re even more simpatico than you originally thought! Think of Facebook as a way to keep the conversation going.
Facebook can be an extension of your daily life also because it’s always available. Apps on your smartphone or tablet device (such as an iPad) allow you to quickly check for breaking news, updates from friends, and so on. You can use your mobile device to check in with friends to let them know where you are or what you’re doing. You can even check in to a specific venue. (See Book II, Chapter 5 for information on check-ins.)
When most people start their Facebook accounts, they’re doing it to keep tabs on what everyone else is doing. You start by connecting with people you know (this is called friending in the world of Facebook). Then you start connecting with people you meet around town, at work, or at conferences. Your circle of friends starts to grow. And as it does, you start to find your groove. You may notice that friends of friends share your interests, so you either friend or follow them. Or you may find a group that shares your passion for whatever it is you’re passionate about. Your news feed becomes fine-tuned to your interests and interactions.
Each community you join produces a ripple effect. Those communities build other communities (and when those communities grow too large, they splinter into more specialized groups, and you’re once again interacting with people who share your philosophies). Suddenly, Facebook isn’t an anonymous place with too much information; it’s your customized news feed that gives you the scoop on the things that matter to you most.
When news breaks, people don’t flock to their TVs to see what’s happening anymore; they turn to Twitter, Google+, and Facebook for real-time information from the people who are already there. You don’t have to wait for the news crew to get there; someone on the ground is already reporting what’s happening. When the Boston Marathon bombings happened, you could find information about it on Facebook immediately, and follow the tragedy and subsequent manhunt.
If you’re a small business owner, Facebook can provide a new marketing option for you. We’re sure you’re aware of the importance of tapping into targeted communities — and Facebook is where you’ll find those communities. If you’re considering using Facebook as part of your marketing strategy, be sure you read Book IV to get the scoop on building your business page. In that minibook, we explain the importance of understanding social media before jumping in and broadcasting your message, and we give you pointers on how to build your community from the ground up. Then flip over to Book V to discover how Facebook ads and Insights (Facebook analytics software) can help you further target your audience and position you or your company as an authority in your niche.
An interesting benefit of using Facebook is its capability to reach a wide audience for little or no money. You can spread the word about a cause, a movement, or a memoriam and reach hundreds or thousands of people. Looking for an answer about something? Ask the crowd on Facebook (this is called crowdsourcing). If you want to know what your audience wants from you, just ask them.
What we often hear as a reason to avoid Facebook is that it's a timesuck. We get that. You could log on to Facebook during your morning coffee and turn around and realize it’s noon.
When you use Facebook efficiently, however, it becomes less of a detriment and more of a tool. But using Facebook as a tool doesn’t come naturally to everyone. We too have spent hours following a rabbit trail. And we've killed time doing the Trifecta of Timesuck: switching from e-mail to Twitter to Facebook to see what’s new in the five minutes since we last checked. It’s true that part of using Facebook as a tool requires self-control (we’re not judging — we’ve been there).
So you decided to try out Facebook (yay!). Before you begin, you must agree to or meet the following requirements:
Facebook’s goal is to “make the world more open and transparent, which we believe will create greater understanding and connection.” To do that, Facebook relies on each user to create an account based on real information. Besides, how can people find you if you make a fake account? Two important parts of social media are authenticity and trust. You can set the foundation for them with your Facebook account.
Facebook is an interesting beast. On the one hand, it’s a place where you can send out messages and updates to others when and how you choose. On the other hand, other users can choose how they receive your updates. Facebook allows everyone to control their own privacy and customize their interactions — as long as you adhere to the Statements of Rights and Responsibilities (the terms of service).
Facebook has developed a set of principles it uses as a basis for all other Facebook rules, terms, and guidelines. You can find those principles spelled out at www.facebook.com/principles.php. In general, Facebook strives to provide a free platform where people can connect and share information and experiences while owning their personal space and content. You can share what you want, with whomever you want, as long as both parties consent — which means don’t bother, bully, or harass someone. The principles also support the following:
Although you own your content on Facebook, if you lose access to your account (for a violation of terms, for instance), you no longer have access to that content. Although it’s unlikely that you’ll run into that issue, we highly recommend backing up your content (especially photos and video) weekly or even monthly so you have a separate copy. See Chapter 2 of this minibook for instructions on downloading your Facebook data.
The Facebook Statements of Rights and Responsibilities (https://www.facebook.com/legal/terms) are based on the Facebook principles. When you create your Facebook account, you agree to those terms. The following list highlights a few of those agreements (again, we encourage you to read the terms yourself for a full understanding of what Facebook expects):
When you agree to the Facebook terms of use, you agree that you will not
The preceding list is just an overview and is not exact nor inclusive.
Facebook has guidelines and terms of service for every aspect of the platform. We encourage you to read each set for yourself so you know exactly what the expectations are. Here’s a list for your reference: