How Facebook became one of 
our most valued co-workers
Niched on 
church and
society
yey!
Me
How are we relevant on Facebook?
Group
Application
Fan page
Small site
Needs to be where people are
Expensive
Needs much attention
How to do it?
Keywords
We want to add
Low cost/efficient
Interactive
Needs lots of engagement
Can easily make your presence seem like a failure
Fans - and then what?
No notifications
Distances you from "friend"
App-problems
Gives high
expectations?
Profile
Thats what we've been doing on all other sites
Internet has made everyone a contributor - even newspapers
Why not act like one - also on Facebook?
Static?
Interaction
If Dagen was a person?
Statusupdate with news (via twitter)
Comment/like our news
The megaphone 
needed friends 
Result
Everybody knew us - we knew no-one
So we asked!
If we had ten or more friends in common
Gives tips
Friends corrects us
Contributes
Creates a 
better product
It seems like we are more comfortable to comment on a site built on conversation
Lesson learned - we need to be 
where our readers want to talk 
with us, not only where we want 
to talk with our readers
We really were friends!
Every interaction comes as
notification in the editorial inbox
And we lived happily ever after
...not
The Facebook legals
You shall not as a company create Facebook profiles
As any officials you should only have Fan pages
Everything was turned up side down
Confusing
Registered company
One newspaper had its group automatically transformed into profile
Risking suspension?
Night club suspended
What do we do?
How to autoupdate?
1. Getting autoupdates


2. Converting friends to fans


3. Keeping track of conversations
Stopped sending updates on old profile
"friend"
Pic-tagging
What we lost
What we kept
what we gained
Personal "anonymous" 
messages
Ability to see friend's profiles
Comments
Likes
Updates in "fans" newsfeed
Stats
Debate forums
Share photos
Traffic!
Fan page
Made friends with our readers
Listened and learned 
- made better journalism
Gained traffic 
Trial and error
Realized - again - that being good and relevant to our users always pays back
Questions?
emanuel.karlsten@dagen.se
http://dagen.se/emanuel
Cracking the Facebook-presence
MISSTAKE!
PAGE
PROFILE
On a social platform - we are lost/blind
Profile
Lots of friends getting our news
Conversation
Likes
And anonymous via DM
Most clicked article
of the week
With all interaction
All comments
Friendrecommendation
Sent a message to all our friends from our profile
Today, 3 weeks later, 85% has followed us to our fanpage
To do:
Impossible. One of the things we lost.
600 fans
Conclusion
Underdeveloped
we take part
Tips and contributes
Ability to have more 
than 5000 friends
Traffic to our site increased!
More willing 
to discuss