Innovating with Facebook's New Fan Pages

Facebook released new design and feature changes to its fan pages two weeks ago, Feb. 5, bringing them up to date with a layout that now provides improved engagement with fans, features photos and offers better analytics for page administrators. This new version comes after Facebook’s redesigned profile pages launched last December.

After I switched the Society of Professional Journalists fan page to the upgrades, it sparked the idea to use this latest version as an opportunity to have some fun while creating a new Facebook branding strategy for SPJ. A week later, we’ve now converted the photos displayed on our fan page as promotional space to showcase various programs provided by SPJ.

As you can see above, the first set of promotions feature SPJ’s additional communications vehicles so we can better help our members and followers stay connected with what SPJ is doing in the journalism profession. Once clicked on, the description for each image provides a brief overview of that topic and additional links to those resources. In the coming months these placements will cycle and alternate with other themed placements to help SPJ’s Facebook fans with awareness of other programs such as our professional development, ethics and FOI resources.

Of course there are some limitations to this new strategy that brands will encounter. Unlike some of the creative ideas that have been spawned by their profile page alter egos, fan pages’ photos are continuously randomized and do not maintain a specific order of placement. Given the 25 possible screen display outcomes, this specifically prevents any synchronized efforts to create one consistent, single promotion that spans across all five spaces.

Another constraint I tweeted about with Washington Post Live intern and Media Bistro 10,000 Words blogger Kevin Loker concerned what happens next when an image is clicked. Images that are larger in scale than the exact size displayed on a fan page’s main wall will create an off-centered image when viewed on the wall. However, not enlarging the image means that it will remain that smaller size once it is clicked on. Deciding how to proceed given both constraints largely depends on personal preference.

As Facebook makes further advances, these factors will hopefully be taken into account and these problems may dissolve themselves over time. Until then, we are not the only ones who aren’t letting that stop us from experimenting. Kevin tagged me in on another conversation where USA Today College also had some fun with the new upgrades this past Friday.


When using these types of promotions for fan pages it is important to do so ethically and legally. Be familiar with the Facebook Advertising Guidelines.

Want to know more about the process that went into creating SPJ’s new Facebook promotions? Read a more in-depth entry by following this link to the SPJ headquarters blog where you can learn about the behind the scenes perspectives that went into this project - the ideas, failed concept work and a sneak peek at our next series of promotions.

Down the Road Less Traveled

A year past. A year ahead. Ambition will lead me...

It may come eight days after the fact but, Happy New Year! I know mine has certainly been exciting and already filled with new challenges.

For me, 2010 was quite a year. The remaining days of my college tenure were filled with many achievements including creating, developing and implementing a student government debate; leading my chapter of the Society of Professional Journalists and awards recognition for my creation of a public service PR campaign. I also came across a few failures along the way.

After graduating I found myself working in one of the best possible entry-level jobs I could ask for with the Society of Professional Journalists. Stationed at its national headquarters in Indianapolis, the past few months have been an incredible benefit in developing my PR, marketing and media relations experience. Even more, it's given me the opportunity to be an important part of a non-profit organization that is devoted to improving and protecting journalism and the First Amendment.

I was lucky to once sit on the front row of a presentation featuring NBC Nightly News Anchor Tom Brokaw when he said "You cannot let this forum go away. If you lose journalism, you'll lose the essence of the republic." Even in the turmoil journalism has faced over the past decade, I still have hope for its changing future and the Society is a part of that.

My blog has also continued to improve over the past few months. And for all of those who tweeted, shared and commented on "35 Big Twitter Hashtags for PR Pros," it is both a humbling and thankful experience to know it has been such a useful resource helping many students and practitioners. Thank you for sharing with me.

So here I am at a New Year - 2011. And no yearly beginning is complete without resolutions to hold one's self accountable by!

My Resolutions:

1. I will continue to adhere to strong ethical standards in the practice of public relations while working to expand my knowledge and experience beyond my current capabilities.
   
   (Well that first one was easy. Let's just call it my "mission statement" resolution. Now how about some "meat and potatoes" resolutions that are a little more"objective" based.)
   
   
2. I will fully participate in a minimum of 10 PR related Twitter chats in this list of 13 by Petya N. Georgieva by the end of December 2011.


3. I will increase both the quality and yearly quantity of the entries here on my blog to better enhance my professional experiences and service to other PR professionals with a minimum of 20 posts by the end of December 2011.


4. I will officially pursue an APR accreditation while improving my fundamental knowledge of communications theory and its application in the field to better serve clients, the public and the PR profession by the end of September 2011.

I have to admit that the last resolution was honestly the scariest one to write out loud. The APR is an important asset that is the nation's only post-graduate certification program. Studying for this accreditation is an intense and time consuming process that takes patience. Nevertheless, the benefits will help in my career enhancement and promote lifelong learning.

It's important to believe in goals but saying them out loud is what breathes life into them and makes them real. No success is ever achieved without ambition and faith in yourself. I certainly would not have had such an incredible year in 2010 if not for that philosophy.

Where will your ambitions take you this year?