Did you collect enough eggs from your chicken farm? When was the last time you sent your friend a virtual cupcake? If you participate in two of Facebook’s popular external applications, then you are aware of what I’m talking about.

Now with more than 400 million users and 500,000 active applications that users can connect with, it’s obvious that most of us are jumping on Facebook for reasons other than finding out what our best friend from 8th grade did this past weekend.

For many companies, having a simple fan/company page is no longer enough to communicate with its target audience about client information or recent news. Such interactive entertainment applications like Farmville, Birthday Cards, iLike, Top Friends, and Mafia Wars demonstrate that millions of consumers on this social platform are interested in playing games, interacting with their friends, sharing personal interests and forming teams for a great cause—key traits that any marketer can and should easily incorporate into real-life interactive campaigns.

With 70 percent of Facebook users engaging with some of these interactive applications every month, it’s time to find out more about this strategy. Consider the following for effective application implementation:

1. Allow team building to be a factor for success: participants enjoy coming together for a greater cause and making a large difference all together. On Facebook, sharing is very much caring. Example: Best Buy has online “Best Buy Communities” that help answer customer questions and assist in finding the best price possible for products.

2. Make it easy to interact with your company: one-click downloads, photo uploads, donations, and “forward to a friend” buttons will help spread your message quickly. Example: T-Mobile Blackberry has simple “download now” buttons for wallpapers, applications, and tips of the week.

3. Have a variety of communication tools available for use: Captivate people’s attention by offering videos, photos, music, ability to make wall posts, and direct chat. Example: American Red Cross posts live video updates from natural disasters.

4. Make your page visually appealing: Colors, shapes, fonts, and placement of accomplishments on personal profiles will spark the interests of consumers. Example: Target allows fans to flip through an online magazine and mix and match new product lines.

5. Offer a “game mentality”: It always feels good to reach a set goal. Set goals for participants and they will thrive on the instant gratification. Example: Chase Community Giving encourages its Facebook fans to vote for their favorite charity to receive money, then Chase makes the donation on their behalf.

Are you a fan of any interactive applications? If so, are they missing from my list? We want to hear about what you do on Facebook and what makes you choose to participate.

Social media can be a dream tool when the digital seas are calm and customers are singing praise far and wide across Twitter streams and Facebook walls. But what about when a crisis hits and the once-beloved social media channels turn from a lovefest to a battleground for disgruntled customers and fans? Recently, my alma mater Texas Tech University faced this very situation.

When news spread that the university had fired Mike Leach, the beloved, eccentric head coach of the Red Raider football team, Texas Tech fans, students and alumni stormed the university’s social media accounts to find answers, voice their opinions and vent their frustrations. What fans and high-paying students and alumni found, however, was that the university’s athletic department had locked its Facebook wall, was deleting fan-generated notes and comments, and had suddenly abandoned its regularly active Twitter stream.

Eventually, every company or organization will face a crisis or issue that plays out in the social media world. How you respond says a lot about you and your brand, and how committed you are to social media success. CMD counsels many of its clients on crisis preparation, and here are five tips that can help your organization face a predicament in the age of social media (Red Raider Athletic Department: Are you listening, yet?):

• Prepare
  • Do you have a social media crisis communication plan? Start by revisiting your existing crisis plans—do they include the use of your social media accounts? Spend time to develop messaging for each of your crisis scenarios and draft Facebook posts and Tweets so that your first communication during a crisis occurs within minutes, instead of hours or days. Are there prominent bloggers or Twitter users that can disseminate important information to target audiences during a crisis? Include them in your crisis plan. Also, assign a team member(s) to monitor and administer your social media accounts. In the case of Texas Tech, new Tweets and Facebook wall comments were coming in by the hundreds each hour—there needs to be a person dedicated to monitoring these conversations.
• Listen
  • An essential aspect of social media is listening—especially when a customer or fan is expressing a concern. What are the key issues your audiences are focusing on? What type of action are they calling for? Take this opportunity to let your customers and fans know that you not only hear their concerns, but you are taking them into consideration when planning your next course of action. The insights you gain from listening will help shape additional communications during a crisis as well as improve your communication plans in the future.
• Contain the conversation
  • People can be downright rotten at times, and unfortunately, the worst often comes out in the midst of a crisis or dispute. While you might not enjoy the name calling or what’s being said about your organization, it’s important for those conversations to occur in the appropriate space and that they don’t extend the reach of the crisis to unrelated digital properties. Don’t lock your Facebook wall or blog comments section, because detractors will simply find another place to voice their criticisms and these actions can add significant fuel to the fire. In the case of Texas Tech, the athletic department’s decision to lock its Facebook wall spread the flame war to the university’s general fan page, which is moderated by a separate office on campus and opted to remain open. Like Texas Tech’s general fan page, foster a place for open, two-way communication on a space that you control and are able to track. Also, keep in mind that your social media accounts should maintain the right to delete vulgar content; but don’t delete a comment because it states a point of view that you don’t agree with—after all, disagreements are simply human nature.
• Respond
  • Social media—especially Twitter—is all about what’s happening now. Your social media accounts will soon be, if they’re not already, the first places people visit when a crisis breaks. Become the main source of news by offering valuable information, such as insights from key executives on how they are taking steps to solve the issue. At the onset of a crisis, a post as simple as this could suffice while your team listens to the conversations and develops a forthcoming plan of action, “Hi all, we understand your concerns and we are here listening. We are taking everything you have to say into consideration and you will be the first to know when we plan our next steps.” Other actions include adding more robust content in the form of videos, additional information, updates, etc. to help balance the ongoing dialogue and achieve search benefits for your side of the story. For particularly influential detractors, determine whether it’s possible to take the conversation offline by offering to talk through their concerns or misgivings directly—person to person.
• Research
  • Research is essential to effective public relations. In the days and weeks following a crisis, track the conversations across your social media channels. Where did most of the conversations take place? What was the key issue that users focused on? Use this information to see what messaging was effective or what key events triggered a shift in your audience’s tone. This is also invaluable when modifying your current crisis communication plan to fit the behaviors of your target audience.

On the last day of 2009, I found myself reading Erick Schonfeld’s post on TechCrunch, “We all live in public now. Get used to it.” It made me think of the Web 2.0 Suicide Machine, especially after I read a reference in that post to a new word coined by some folks, (and that Stowe Boyd is fond of), “Publicy.” You know, as opposed to privacy.

Social media experts need to stop making up words. Now. But I digress, dear reader, I digress. This post is actually about Facebook’s recent move to block the Suicide Machine from doing its job. I think they just wasted their time and energy. Read on to get a glimpse into my thought process on this one.

The virtual suicide barrier and George Clooney

Suicide Machine makes it simple to erase your online presence – except from cached search engine entries of course – in case you want to make a clean break…or start over. This reminds me of George Clooney’s character in “Up in the Air.” The movie is the story of a man ready to make a connection. He does, but then it goes sour and he’s left with nothing. Remind you of any social media platforms you know?

Clooney’s character provides an example of his philosophy, where he likens carrying everything you own and everyone you know in a backpack. He points out how heavy that must be, then asks you to consider the one or two things you would take out of that pack and keep before setting it on fire. This is an exercise we all run through every now and then…or should, anyway.

And now, my point

Let’s look at the kind of person who may want to cancel a Facebook account:

• The Abandoner: “I haven’t logged in or done anything in months or read email updates. I’m just going to shut it down.”
• The Victim: “I’m the target of cyber bullies and need to get some space.”
• The Changer: “I’m going to switch to <insert social network here> and ditch Facebook.”
• The Peer-Pressured: “All my friends are switching to <insert social network here>.”

I can’t imagine a world where any of these user types would be stopped in their tracks by Facebook’s move. Especially considering how easy it is to deactivate your profile:

1. Log into Facebook
2. Click Settings (top right)
3. Click “Deactivate” under “Deactivate account”
4. Tell Facebook why you are deactivating your account

Then again, this step might be enough for some people to say “to hell with it” and go watch a surprised kitten video. Facebook would know best.

Bonus: A conspiracy theory!

Newspapers and magazines have long dealt with the suspicion that they’ve padded their readership numbers in order to demand higher payments from advertisers. I’m guessing Facebook may be doing something similar: Every single user, active or not, helps Facebook attract advertising dollars.

Just like “no elbows on the table” is a dining rule, people should also mind their manners in this social media space

Poke. Poke. Tag. Poke. Tag. Poke.

Oh, the Facebook poke. Do you poke back? Is poke code for “hello”? What’s the difference between a poke from a friend and a poke from a co-worker?

All this poke talk and no idea what you should do? Here’s the best solution to deal with the pokes: ignore them. It’ll save you embarrassment. You don’t want a co-worker announcing at the next meeting, “I poked you!” Instead, send the person a private message or add them as a friend (if you know them, of course). Unless you poke someone with your finger in person, you should resist doing it with a mouse.

According to research compiled by Orange, an international telecommunications company, almost two-thirds of people on social networks (such as Facebook, Myspace or Bebo) are frustrated and confused by online etiquette. Also, more than a quarter of those surveyed were uncertain about how to respond to unwelcome “pokes” or messages.

With more than 150 million active users spending three billion plus minutes each day on Facebook, this social media application has become part of our daily lives, and manners can’t be an afterthought just because it’s an online tool.

Below are 11 Facebook etiquette rules that users should follow to ensure proper, courteous and respectable use (reference: Debretts and Orange):

1. Wait 24 hours before accepting or removing someone as a friend. During that time, decide if you feel comfortable sharing personal information with that person.

2. You don’t have to become friends with people you don’t know. Think before you poke or request someone to be your friend.

3. Don’t upload profile pictures that you wouldn’t feel comfortable appearing on the front page of the New York Times. This space can be just that public.

4. #3 applies to posting photos of friends too. Ask for their permission before you do.

5. For important events, don’t only rely on “virtual” cards. Virtual cards tend to get buried in e-mails, and you don’t want someone to forget a special occasion.

6. Block your profile so that only your selected friends and co-workers can see it. Click “privacy” toward the top of your Facebook page and you’ll have the ability to change your settings. You can decide who sees what.

7. Even if you think you’ve blocked what you needed to, double check and have a friend check from their profile. Potential companies looking to hire you will search and go out of their way to find someone who can access your full profile to see if you’re hiding any inappropriate behavior that may risk their company’s reputation.

8. Don’t agree with a news article, photo or Web link that someone posted? Refrain from posting a harsh comment on Facebook for all of your friends and theirs to see. Instead, write the person a private Facebook message.

9. Don’t spam people with invitations to participate in an online game unless you’ve asked them personally or they have asked you. Sorry, but some people don’t believe that throwing a staple at an alien is the best use of their time or attention.

10.Keep your profile updated and visit often. Take the time to read what people and friends are posting and writing on your wall. Don’t be blind-sighted if someone suddenly asks, “So you went and partied in Cancun last week?”

11. As with public relations, the best policy is always honesty, but it is also essential to show restraint and realize that broadcasting your opinions, point of view and personal feelings can have unintended consequences both positive and negative.

Have questions? Still debating if you should poke your boss and request them as a friend? If so, let us know.

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