Page 322 - Social Media Marketing

c h a p t e r 11 : ╇ T he S ocial G raph╇ ■The “reconnect” initiative works like this: First, Facebook looks for people in
your social graph that you haven’t talked to in a while. Then, it prompts you to reach
out and share something, for example, with them. After some growing pains—sug-
gesting, for example, that someone reconnect with “an Ex-,” the program effectively
increased the overall member participation. With access to the social graph in the com-
munity networks that you create, and a bit of programming work, you can add this
same capability to your own social efforts. Figure€11.5 shows Facebook’s recommended
activities, including a suggested friend and a suggestion to reach out to someone.

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Suggested request for new friend
Suggested activity with current friend

Figure€11.5╇â•S‰ uggested Activities
By the way, the Facebook managers noticed this—in a community of hundreds

of millions—using the types of metrics covered in the final section of this chapter,
“Measure the Social Graph.” Don’t jump there just yet, but rest assured that—as with
all other aspects of social technology—the social graph is measurable.

An even simpler method of encouraging relationships and participation can be
borrowed from Twitter and the way it encourages profile completion: Encourage the
provision of data that will help members find each other. Look at the profile data that
has been entered across your social network: Pay attention to what is required and
what is optional and to the information you may not be asking for that is common in
other networks. If people are accustomed to providing specific information in other
networks, they may also be willing to provide it within yours. Take the time to find
out: More information is generally better when it comes to encouraging relationships.

In particular, take steps to encourage members to responsibly provide person-
ally identifiable information. You’ll want to clearly explain why, and clearly disclose