11 Facebook Tips for PR Pros: PR News Facebook Conference Preview 

In advance of PR News’ Facebook Conference in New York, we’re sharing 11 tips on using Facebook as a PR tool, provided by 11 experts who will be speaking at the conference. This New York Facebook Conference is sold out, but you can register now for PR News’ West Coast Facebook Conference, which will be held Aug. 9 at the Westin San Francisco.

Conversation builds awareness and brand affinity, not to mention search presence. —Idil Cakim, SVP, GolinHarris (“The Do's and Don'ts of Using Facebook as a PR Tool,” 8:45-9:15 am)

It's better to err on the side of not deleting negative Facebook posts—unless such posts fall outside of the company's "Rules of the Road" specifications. —Jason Winocour, social and digital media practice leader/agency partner, Hunter Public Relations (“The Do's and Don'ts of Using Facebook as a PR Tool”)

When asking people to "like" your Facebook page, remember that you're encouraging them to be your friend in some capacity. Therefore, listening and knowing your friends’ likes and dislikes is key. —Joe Becker, vice president/group manager, Ketchum Digital (How to Get People to "Like" Your Brand,” 10:00-10:45 am)

. Create content that users can easily share through their own Facebook profiles. You’re likely to get much more traction from the long tail of your supporters sharing content than from your own brand page. —Paull Young, director of digital, charity: water (“Develop a Winning Content Strategy to Engage Your Followers,” 10:45-11:45 am)

Give to receive: As you endeavor to build community online, remember that adding value to your community is your top priority. Ask yourself what you can give that will make others’ lives better, easier and more fun. —Stephanie Agresta, EVP, managing director of social media, Weber Shandwick (“Develop a Winning Content Strategy to Engage Your Followers,” 10:45-11:45 am)

In a world full of bells and whistles it’s easy to succumb to “shiny-object syndrome.” Instead, focus on the actual strategy—the plan of approach toward your community. —Geoff Livingston, co-founder, Zoetica, author, Welcome to the Fifth Estate (keynote presenter, “Setting a Facebook Strategy You’ll Like,” noon-1:15 pm) 

You can’t do it alone: Creating a robust Facebook presence that will be a destination for your target audience should not be created solely by a single department. — Paul Dalessio, VP, Fleishman-Hillard (“Master Facebook’s Latest Features and Add a New Gear to Your PR Efforts,” 2:30-3:15 pm)

Don’t let a vocal minority dictate your Facebook content. Stick to your guns if you are confident the content you are posting is engaging to your real fans. —Chris Fuller, director of public relations, Pizza Hut (“Master Facebook’s Latest Features and Add a New Gear to Your PR Efforts”)

Today, many people just tweet or Facebook about an issue rather than asking to speak with a manager. If they have a problem, it sits out there for everyone else to see, first, if you responded and, second, how you responded. — Michael McManus, director, public relations, Sodexo, Inc. (“Creating Your Facebook Dream Team,” 3:15-4 pm)

Although a person may be representing a company, a brand or a nonprofit, this does not mean that you have to sacrifice voice. Seek out social media team members that have a solid understanding of your business but that can also develop and extend your organization's personality online. —Amber Harris, director, social media, Discovery Communications (“Creating Your Facebook Dream Team”)

Frequent, not incessant, posting, allows a brand to stay in touch with the community without appearing as a spammer. —Brad McCormick, EVP/global digital director, Porter Novelli (“Creating Your Facebook Dream Team”)

Don’t get shut out: Register today for PR News’ West Coast Facebook Conference. The event will be held Aug. 9 at the Westin San Francisco.

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