Social Media Marketing

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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.

Suggested request for new friend

Suggested activity with current friend

Figure 11.5 Suggested 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