Find your school's Voice: Facebook Bootcamp


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Knowing how to leverage your Facebook page is only half the battle. Staying up with the persistent changes is becoming exponentially harder as Facebook continues to innovate. For Facebook administrators, it’s one more place to displace your time, and it’s hard to keep up. But no matter what the statistics, your school must be creating compelling content to get your constituents to see the content, and generate an engaging conversation to increase your interaction rate (which will, in turn, get your story into the news feed of your constituents). So how does your school swing it? Several attendees joined edSocialMedia on Oct. 13 at Stuart Country Day School of the Sacred Heart for a Facebook Bootcamp experience to learn the tricks of the trade.

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  • Pages allow real organizations to communicate broadly with people who like them. Pages may only be created and managed by official representatives. V Groups provide a closed space for small groups of people to communicate about shared interests. Groups can be created by anyone. Privacy: Page information and posts are public and generally available to everyone on Facebook (and beyond). Facebook Pages show up in Google results. V Privacy: There are open, private and secret settings available to groups, making information only visible by group members, depending on your choice.
  • Similar to (personal) profiles, Pages … help the entity communicate and engage with their audiences, and capture new audiences virally through friend recommendations, News Feed stories, Facebook events, and beyond
  • Like(s) – 1. (v) within Facebook, to like a business Page means you‟ve become a fan of that page; 2. (v) within Facebook, to like others‟ comments on their wall or news feed; 3. (n) the number of users who have liked your page; 4. (n) outside of Facebook, to like something using that has installed the Facebook like button
  • Fan – Facebook users who choose to “Like” and become a “fan” of an organization‟s page
  • Page – official presence for schools (and others) to share information and interact with fans on Facebook
  • Wall – the core of a page that aggregates new content, including posted items (e.g. status updates) and recent actions (e.g. becoming a fan of a page)
  • Wall Post or a status update
  • News Feed – an aggregation of friends wall posts published on a user’s Facebook homepage
  • Interaction rate, Users, Virality, Talking About
  • All actions that you take while using Facebook as your Page will appear on Facebook as coming from your Page (i.e. Liking other pages, etc.) For example, if Jane comments on a photo while she’s using Facebook as Jane’s Pet Shop Page, then the comment will appear from Jane’s Pet shop, and not from Jane herself.
  • Or when you “Use Facebook as Page” it will show up with Red notifications as it does on a personal profile.
  • Facebook Insights provides Facebook Page Admins with metrics around their content to help Admins understand and analyze trends within user growth and demographics, consumption of content, and creation of content. Interaction rate; Users; Virality; Talking About
  • Define what your Wall Tab shows: all posts or only posts by page Set your wall your landing tab (other might include info, twitter, photos, etc.) Admins can define whether users can write or post content on the wall, add photos, add videos
  • Define a list of keywords that you do not want on your page Define a profanity filter
  • Post on your wall
  • Tag Remove Tag Report or mark as spam If you want all of your followers to see this post, you need to “Share” on to your wall. >>To unmark a Wall post as spam, click on the Spam filter to locate it, move your cursor over the post and click on the "X" that appears. You can then select the "Unmark as Spam" link. To unmark a comment as spam, locate the comment on your Page, move your cursor over the comment and click on the "X" that appears. You can then select the "Unmark as Spam" link.
  • Edit>Manage Permissions
  • You can add comma-separated keywords to the "Moderation Blacklist" in order to prevent them from appearing on your Page. You can add keywords to the blacklist from the "Manage Permissions" section, available after selecting "Edit Page". When people include blacklisted keywords in a post and or a comment on your Page, the content will be automatically marked as spam. Wall posts will be moved to the Pages Spam filter, which is hidden from public view. Comments will appear in grey to admins, but will not appear to the public.
  • Emails Tutorials
  • Define a list of keywords that you do not want on your page in the moderation blocklist Define a profanity filter
  • Publish=public Customize=specify demographic
  • Use social plugins
  • Custom url: Edit Page, Basic Information
  • Remember this is where the majority of constituents will see your info…. Most will never navigate back to your page’s wall….
  • How your pages’ stories get into the Top News
  • Remember this is where the majority of constituents will see your info…. Most will never navigate back to your page’s wall….
  • #1: Publish Objects That Encourage Interaction: P ublish content that naturally encourages click-throughs or creates discussion . 2: Create a Forum: Make your fan page a place for constructive discussion on the latest industry topics . A #3: Make the Most of Photos and Videos: add a comment that encourages users to open the photo and add comments of their own .
  • #4: Share links: promote interesting content from other sources. #5: Keep It Fresh: If you’ve got objects that aren’t getting a response, don’t be afraid to let them go and move on to the next thing. #6: Ask Users to Share:Don’t be afraid to ask users to share objects or click on the Like button
  • Page – official presence for public figures, artists, bands, businesses, places, entertainment, causes, brands, or products to share information and interact with fans on Facebook
  • Find your school's Voice: Facebook Bootcamp

    1. 1. Find your school’s voice: Facebook Bootcamp at Stuart Country Day <ul><li>Madeline Senkosky </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>@madelinesen // @edsocialmedia </li></ul>
    2. 2. Thank you to our sponsors
    3. 3. Thank you to our host!
    4. 4. What to expect from this session: <ul><li>How to create a new Facebook page </li></ul><ul><li>Explore the admin settings </li></ul><ul><li>Activate wall settings to allow conversation, including tags, photos and posts </li></ul><ul><li>Create a customized url </li></ul><ul><li>Add an additional page administrator </li></ul><ul><li>Practice navigating between “Use Facebook as page” and self </li></ul><ul><li>Post more than 10 relevant status updates (links, videos, etc.) </li></ul>
    5. 5. What to expect from this session: <ul><li>Tag, share and upload more than 20 photos. Include captions, tags, and adjusted album cover </li></ul><ul><li>“ Like” 10+ other pages similar to your topic while navigating as your page (add 5 featured) </li></ul><ul><li>Create a spam and profanity filter </li></ul><ul><li>Create an event for your page and invite friends </li></ul><ul><li>Administer a poll question on your page </li></ul><ul><li>Rules of thumb </li></ul><ul><li>Role Models </li></ul>
    6. 6. Facebook Statistics (Oct., 2011) <ul><li>People on Facebook: </li></ul><ul><li>• More than 800 million active users (up from 500 million just in June of 2011) </li></ul><ul><li>• 50% of our active users log on to Facebook in any given day </li></ul><ul><li>• Average user has 130 friends </li></ul><ul><li>• People interact with 900 billion objects </li></ul>
    7. 7. Facebook Statistics (Oct., 2011) <ul><li>Activity on Facebook: </li></ul><ul><li>• Average user is connected to 80 community pages, groups and events </li></ul><ul><li>• On average, more than 250 million photos are uploaded each day </li></ul><ul><li>• More than 350 million active users access Facebook through their mobile devices. </li></ul>
    8. 8. Pages v Groups
    9. 9. What is a Facebook Page? <ul><ul><li>“ Pages are for organizations to broadcast … information … to people who choose to connect with them.” </li></ul></ul><ul><ul><li>Note: You must create and manage a Facebook Page for your organization from your personal account. </li></ul></ul>(via
    10. 10. Other Page Benefits <ul><li>“ Relationship-based, constituent-centered operations are the most effective way to create authentic community and engender loyalty and support for our institutions.” </li></ul><ul><li>— Laura Moberg Lavoie, Director of Development at The Children’s School in La Jolla </li></ul><ul><li>( , @tcslj) </li></ul>
    11. 11. Facebook Terminology <ul><li>Like </li></ul>
    12. 12. Facebook Terminology <ul><li>Fan a </li></ul><ul><li>page </li></ul>
    13. 13. Facebook Terminology <ul><li>Page </li></ul>
    14. 14. Facebook Terminology <ul><li>Wall </li></ul>
    15. 15. Facebook Terminology <ul><li>Post </li></ul>
    16. 16. Facebook Terminology <ul><li>News Feed </li></ul>
    17. 17. Facebook Terminology <ul><li>Share </li></ul><ul><li>Re-share </li></ul>
    18. 18. Facebook Terminology <ul><li>Insights </li></ul>
    19. 19. Important Admin Controls
    20. 20. Administrative Control: <ul><ul><ul><ul><li>Appoint Page Admin control to multiple people within your school (i.e. Alumni Coordinator, Development Office, Communications Office, Head of School, Trustees) </li></ul></ul></ul></ul>
    21. 21. Use Facebook as Page
    22. 22. Use Facebook as Page
    23. 23. Use Facebook as Page <ul><li>Note: anytime a Page Admin posts to their page’s wall, the message will be displayed as the Page name. </li></ul><ul><li>Through the “Facebook as Page” control setting, Page Admins also have the ability to make their Facebook Postings throughout Facebook to display as the Facebook Page. </li></ul><ul><li>All actions that you take while using Facebook as your Page will appear on Facebook as coming from your Page. </li></ul>
    24. 24. Notifications <ul><li>If a user comments or Likes the page’s posts, the Page Admins will be notified in the Notifications control setting. </li></ul>
    25. 25. Suggest to Friends <ul><li>Encourage all Page Admins to suggest page </li></ul><ul><ul><li>Other Admins might have different friends </li></ul></ul><ul><li>Enlist your best volunteers and most connected constituents to recommend the page </li></ul><ul><ul><li>Alumni Officers, Class Officers, Faculty Alumni members, Giving and Communication Officers </li></ul></ul>
    26. 26. Facebook Insights
    27. 27. Other Page Settings
    28. 28. Putting out fires
    29. 29. Putting out fires
    30. 30. Putting out fires
    31. 31. Putting out fires
    32. 32. Putting out fires
    33. 33. Putting out fires
    34. 34. Putting out fires
    35. 35. Feature “Liked” Pages
    36. 37. Other Page Settings & Resources: <ul><li>Activity Feed </li></ul><ul><li>Comments </li></ul><ul><li>Facepile </li></ul><ul><li>Like Box </li></ul><ul><li>Like Button </li></ul><ul><li>Live Stream </li></ul><ul><li>Login Button </li></ul><ul><li>Recommendations </li></ul><ul><li>Send Button </li></ul>
    37. 38. <ul><li>Make a plan to schedule, coordinate, and track multiple posters </li></ul>
    38. 39. Start with the basic questions <ul><li>Define a plan: </li></ul><ul><li>who is our audience? </li></ul><ul><li>what are we trying to achieve? </li></ul><ul><li>what are our resources? </li></ul><ul><li>who should be involved? </li></ul><ul><li>who needs to buy in? </li></ul>(courtesy of Laura Moberg Lavoie, @tcslj )
    39. 40. How to create a Facebook Page:
    40. 41. How to create a Facebook Page:
    41. 42. <ul><li>Be very clear about the name of your page </li></ul><ul><li>Be sure to name your page something recognizable </li></ul><ul><li>If your school has a common name, list your city and state in your page name </li></ul><ul><li>Name your profile something recognizable: school name + “alum,” mascot, etc. </li></ul>Naming your Facebook Page: (suggestions courtesy of Laura Moberg, @tcslj )
    42. 43. How to create a Facebook Page: <ul><li>If you are creating the school’s first page, select school. </li></ul><ul><li>For alumni groups, sports, etc., you may want to select Education. </li></ul><ul><li>By creating the page, you default to becoming the page’s administrator. </li></ul><ul><li>Create the custom url for your page. </li></ul>
    43. 44. Getting Started
    44. 45. Add an image
    45. 46. Invite Friends
    46. 47. Tell your fans
    47. 48. Tell your fans
    48. 49. Post Status Update
    49. 50. Promote this page
    50. 51. Facebook Essentials <ul><li>I’ve created a page, </li></ul><ul><li>now what?!? </li></ul>
    51. 52. Make it a conversation
    52. 53. Make it a conversation <ul><li>Get found by potential families and students </li></ul><ul><li>Connect and engage with your constituents </li></ul><ul><li>Create a community around your school </li></ul><ul><li>Promote other content you’ve created or plan to create (i.e. events, photos, blogs, podcasts, livestreams, etc.) </li></ul>
    53. 54. Stoke the fire
    54. 55. Stoke the fire <ul><ul><li>Build an online conversation: </li></ul></ul><ul><ul><li>Ask constituents for feedback and input </li></ul></ul>
    55. 56. Stoke the fire <ul><ul><li>Build an online conversation: </li></ul></ul><ul><ul><li>Tap on your resources and call on your alumni </li></ul></ul>
    56. 57. Stoke the fire <ul><ul><li>Build an online conversation: </li></ul></ul><ul><ul><li>Remember it doesn’t have to be perfectly tailored </li></ul></ul>
    57. 58. Stoke the fire <ul><ul><li>Build an online conversation: </li></ul></ul><ul><ul><li>Have a personality – don’t be too stiff/institutional </li></ul></ul>
    58. 59. Stoke the fire <ul><ul><li>Build an online conversation: </li></ul></ul><ul><ul><li>Make your presence as much about your fans as it is about your school – tag, share, respond </li></ul></ul>
    59. 60. Stoke the fire <ul><ul><li>Build an online conversation: </li></ul></ul><ul><ul><li>Respond to as much as possible as quickly as possible </li></ul></ul>
    60. 61. Stoke the fire <ul><ul><li>Build an online conversation: </li></ul></ul><ul><ul><li>Become a community manager and cultivate conversation </li></ul></ul>
    61. 62. Stoke the fire <ul><ul><li>Share your Facebook page everywhere possible </li></ul></ul><ul><ul><li>Websites, signatures, materials, etc. </li></ul></ul>
    62. 63. How do your constituents consume? <ul><li>News Feed </li></ul>
    63. 64. Edgerank <ul><li>Affinity </li></ul><ul><li>Weight </li></ul><ul><li>Timeliness </li></ul>
    64. 65. How do your constituents consume? <ul><li>EdgeRank is made up of 3 variables: Affinity, Weight, and Time Decay: </li></ul><ul><ul><li>Affinity is dependent on a user's relationship with an object in the news feed. </li></ul></ul><ul><ul><li>Weight is determined by the type of object, such as a photo/video/link/etc. </li></ul></ul><ul><ul><li>The last variable is Time Decay, as an object gets older, the lower the value. </li></ul></ul><ul><ul><li> </li></ul></ul>
    65. 66. Tips to increase edgerank <ul><li>Publish Objects That Encourage Interaction </li></ul><ul><li>Create a Forum </li></ul><ul><li>Make the Most of Photos and Videos </li></ul><ul><ul><li> </li></ul></ul>
    66. 67. Tips to increase edgerank <ul><li>Share links </li></ul><ul><li>Keep it fresh (but not too fresh) </li></ul><ul><li>Ask for help </li></ul><ul><ul><li> </li></ul></ul>
    67. 68. They will rarely come back here… <ul><li>Page </li></ul>