Facebook webinar slide deck and questions (and hopefully answers)


Below you’ll find the slide deck that accompanied yesterday’s webinar. In addition, you’ll find the great questions and comments that were flowing in over the course of the discussion, only some of which were we able to address. We’ll be pointing the panelists back to your questions and hope they’ll be able to respond in the comments. Feel free, of course, to pose new questions as well.

Questions and Comments

  • A few of the speakers today have mentioned that some companies take a dim view of Facebook because they see it as a “kid’s thing.” Are there strategies you can recommend to turn that fun/social element of Facebook into a virtue for building engagement?
  • How can Facebook group coordinators build deep social capital to drive engagement?
  • Which of the engagement issues discussed in these cases are present in any electronically-mediated social network and which are specific to Facebook given its affordances and limitations?
  • How would you characterize the level and quality of engagement in Facebook groups with a substantive purpose vs. a marketing purpose?
  • Kimberly touched on how social network behaviors seem different from professional behaviors; can we say more about this?
  • Can you please briefly explain to me what the “Influentials Theory” is?
  • Are the loosely associated groups of individuals in Facebook actually communities? Do they behave as communities?
  • Has anyone done a functional comparison among Facebook, LinkedIn, and SharePoint, etc? That is, these hosted Web 2.0 apps and enterprise tools?
  • I think this work is very interesting, and can’t help but wondering “What’s Next?” From a research (study) perspective, some things were uncovered and learned in this experience. What will we do with these and where do we go from here?
  • Would most of you agree from this experience that it takes a calculated combination of virtual and on-the ground connection to build these kinds of communities?
  • Kimberly: how did you work with the 5 people who were “recruiters” of the 1300 or did this just evolve?
  • I think the Alexa graph shown [in the slide deck] narrows the field of relevant data. If you zoom out from Alexa’s results to encompass all of the last year, you see a similar shallow dip in June-July of last year (likely due to summer vacation for college students). As the ‘Facebook Generation’ grows up, we may see that cycle fade out. But it does show that the Facebook crowd may still be relatively young. Does that significantly limit the ability of brands or companies to cultivate a relevant audience?
  • Is it viable to use Facebook groups as a stepping stone to a full blown ‘for fee’ membership site?
  • Was there any data gained from the study that provided a link between the group and improvement in sales? Any evidence that community members went the next step and actually clicked a link to initiate on-line commerce?
  • Great research – very interesting – thank you very much. But is it is still a pity that the event platform is not more open and social itself – allowing people to see who is here and what questions people asked. Wondering why that is so?
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