Facebook for Schools: 5 Strategies for Success

HOW AND WHY YOUR SCHOOL SHOULD BE USING FACEBOOK T www.Blackbaud.com/k127/16/2012 1

YOUR HOST FOR TODAY Frank Barry Internet Strategy,Blackbaud @franswaa #BBSOCIAL7/16/2012 2

WHY FACEBOOK? Think of your Facebook page as an extension of your website. A lot of the same principals apply.7/16/2012 3

WHY FACEBOOK? Facebook: • 901M mo. active users • 526M daily active users • 398M use Facebook 6 of 7 days a week Nonprofits: • 98% on Facebook • Avg. Com. size of 8k+ • 30% Growth YoY Grab Report >http://bit.ly/npsocial7/16/2012 4

SET UP YOUR FACEBOOK PAGE FOR SUCCESS Think of your Facebook page as an extension of your website. A lot of the same principals apply.7/16/2012 5

MAKE THE MOST OF YOUR COVER PHOTO Your Facebook cover photo is prime real estate. Think about it like you would that area on your main website. Use that area to communicate your brand, culture, values and mission in a compelling way. You’ve got 2 seconds to grab a the attention your looking for.7/16/2012 6

7/16/2012 7

7/16/2012 8

7/16/2012 9

7/16/2012 10

7/16/2012 11

7/16/2012 12

7/16/2012 13

7/16/2012 14

7/16/2012 15

MAKE THE MOST OF YOUR COVER PHOTO • Make sure the photo is high quality and sized correctly. - Cover photo: 851 x 315 - Profile picture: 180 x180 • Make sure the photo communicates your brand, culture, mission, values and history. - Show off your campus - Communicate your culture - Highlight what you’re known for - Include your students - Show off landmarks - Give parents an idea of the community they’ll be joining7/16/2012 16

UPDATE YOUR ‘ABOUT’ PAGE One of the first things a new visitor will do on your page is check out your profile. Parents are your key audience here. Make sure you take full advantage of this area.7/16/2012 17

7/16/2012 18

7/16/2012 19

7/16/2012 20

7/16/2012 21

UPDATE YOUR ‘ABOUT’ PAGE • Tell your story (Don’t be too wordy, but get enough of the point across so new visitors understand what you do) • Add your mission statement • Include links to your website and other social networks • Make sure to include all your contact info (email, phone, etc) • Include calls-to-action just like you might on your website • Add milestones • Enter your address w/ map7/16/2012 22

FILL IN YOUR HISTORY AND BIG MILESTONES Milestones give you the ability to tell people more about your schools history. If you haven’t yet, think of at least five milestones that help tell your story then hop over to Facebook and fill them in. Use photos if possible.7/16/2012 23

7/16/2012 24

7/16/2012 25

7/16/2012 26

7/16/2012 27

7/16/2012 28

7/16/2012 29

FILL IN YOUR HISTORY AND BIG MILESTONES • Date when school was founded • Significant accomplishments, awards, recognitions, etc • Famous or well know students • Launch of new programs, colleges/schools, community work, etc • Significant sporting events • Graduations • New deans, principals, presidents, etc…7/16/2012 30

SET UP A FEW APPS Apps are Facebooks version of a call to action. Use them to get your Facebook page visitors to take actions you want them to take.7/16/2012 31

7/16/2012 32

7/16/2012 33

7/16/2012 34

7/16/2012 35

7/16/2012 36

7/16/2012 37

7/16/2012 38

7/16/2012 39

SET UP A FEW APPS • Quick links to key resources • News / Important info for students/families • Social media policy • Special offers, discounts, prizes, etc… • Custom pages focused on what you know parents/students want • Do your best to keep your branding consistent between the cover photo and the app thumbnail images - Thumbnail image for apps: 111 x 747/16/2012 40

GETTING THE MOST OUT OF YOUR FACEBOOK PAGE Cover photo – make sure you reflect your brand, use the right size img and change frequently. Profile pic– Keep it simple and try to contrast your cover photo so it stands out. 180 X 180. About – Tell your story as quickly and briefly as possible. Use Links and get creative with the space. Apps – Or better thought of as your main Call-to-action buttons. Keep consistent branding, make them useful to visitors, use the right size images. 111 X 74 dreamgrow.com >http://bit.ly/fb-cheat-sheet7/16/2012 41

GET THE MOST OUT OF YOUR POSTS Before you can engage alumni on Facebook you’ve got to build a relationship with them. The best time to do this is while they are a student.7/16/2012 42

7/16/2012 43

PIN YOUR BEST POSTS Pinning post allows you to keep your more important message at the top of your Facebook page for seven days.7/16/2012 44

7/16/2012 45

7/16/2012 46

7/16/2012 47

HIGHLIGHT YOUR BEST POSTS Highlighting posts give you the opportunity to make certain things stand out more than others on your Facebook page.7/16/2012 48

7/16/2012 49

7/16/2012 50

7/16/2012 51

7/16/2012 52

PROMOTE YOU BEST POSTS Promoting posts give you the opportunity to reach a much larger portion of your Facebook fan base. You can easily see a fifty percent increase.7/16/2012 53

WITHOUT PROMOTION7/16/2012 54

PROMOTING A POST7/16/2012 55

STATS7/16/2012 56

QUICK METRICS7/16/2012 57

RESULTS7/16/2012 58

UTILIZE FACEBOOK ANALYTICS / INSIGHTS You should be tracking key metrics for your Facebook page just like you do for your main website. See what works, what doesn’t and how you can improve.7/16/2012 59

7/16/2012 60

SOME DEFINITIONS • People Talking About This (PTAT) — The total number of people that have engaged with your page, whether they ―liked‖ something, commented, shared or answered a question. This assesses engagement beyond the old standards, Likes and clicks. • Friends of Fans –The aggregate number of friends all your fans have, meaning that each post has the potential to reach these fans (since their ―Like‖ or comment will go on friends’ news feed, thus propagating your content). • Reach — The total number of people who have seen content associated with your page — this number offers a sense of how far your message has traveled. • Virality — The percentage of fans who saw a story from your Page and interacted with it, either by ―liking,‖ commenting or sharing. Pay attention to your virality percentage to assess engagement and tweak your content.7/16/2012 61

7/16/2012 62

PAY ATTENTION TO YOUR FANS (A LOT)! New brand pages make fan initiated engagement take a back seat to brand initiated engagement. Make sure to actively monitor what your fans are doing on your page.7/16/2012 63

SOCIAL PROOF7/16/2012 64

FAN ACTIVITY7/16/2012 65

7/16/2012 66

PROMOTING FAN POSTSAdmin area at top of page > Edit page button > Use Activity Log7/16/2012 67

WRAPPING IT UP! • Why Facebook? • Setting up your Facebook page for success - Get the most out of your cover photo - Update your about page - Fill in your history and milestones - Set up a few Apps • Get the most out of your posts - Pinning - Highlighting - Promoting • Utilize Facebook Insights • Pay attention to your Fans - Social proof - Promoting fan content7/16/2012 68

Thank you! Let’s keep the conversation going… frank.barry@blackbaud.com twitter.com/franswaa Social Influencers Whitepaper Social Network Benchmark bit.ly/npoSocialArchetype Report bit.ly/npsocial7/16/2012 69

Questions? NetWitsThinkTank.com | Blackbaud.com/k127/16/2012 70

http://www.netwitsthinktank.com	4517
http://socialmediatoday.com	1195
http://www.npengage.com	994
http://www.conseilsmarketing.com	524
http://www.scoop.it	324
http://feeds2.feedburner.com	141
http://www.yellpedia.com	30
http://www.twylah.com	12
http://michaelshouldice.wordpress.com	10
http://translate.googleusercontent.com	8
http://feeds.feedburner.com	5
http://core.traackr.com	3
http://webcache.googleusercontent.com	2
http://pinterest.com	2
http://10.255.2.251	1
http://careersthatwah.com	1
http://us-w1.rockmelt.com	1
https://si0.twimg.com	1

Facebook for Schools: 5 Strategies for Success

by frank barry on Jul 16, 2012

Accessibility

Categories

Upload Details

Usage Rights

18 Embeds 7,771

Statistics

Facebook for Schools: 5 Strategies for Success Presentation Transcript