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Facebook Pages that Work

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  • 1. Make:togetherFacebookpagesthatwork LizMcCarthy BodleianLibraries 1
  • 2. LizMcCarthy @mccarthy_liz @bodleianlibswww.facebook.com/bodleianlibraries 2
  • 3. So,what’sit allabout?2004-Launched@Harvard, then to universitiesintheus2006-extendedtoGeneralPublic -includingbrands 2012-526 milliondailyusers 3
  • 4. JointheCrowdUniversityofOxford | UniversityCollege | Trinity College | EnglishFacultyLibrary | OUP | SaidBusinessSchoolAdmissions | MusicFacultyEvents | BotanicGardensandHarcourtArboretum | PPE | BodleianLibraries | Ashmolean | FacultyofLaw | oxfordalumni | OxfordEnglishDictionary | Oxford UniversityStudentUnion | CentreforHindusTudies Mostimportantly… Students | potentialstudents | researchers press | funders | alumni 4
  • 5. SOCIALMEDIA ISN’TCUTTINGEDGE ANYMORE IT’SJUSTPART OFHOWWE COMMUNICATE 5
  • 6. YOUALREADYHAVEANONLINE BRAND OWNIT 6
  • 7. So,youthinkyouwanttouse Facebook? Don’tpanic 7
  • 8. FIRST THINKABOUTWHY 8
  • 9. Defineandarticulateyourgoals Interactwithonlineaudience Boostawareness Drivetraffic Learnaboutyourcommunity Shareinformation ?? 9
  • 10. HOWDOESIT FITWITHOTHER COMMUNICATIONS? Email Printedmaterial Face-to-Face Broadcast Websites ?? 10
  • 11. SOCIALMEDIA STRATEGY VSCOMMUNICATIONSSTRATEGY 11
  • 12. THEHOWCreateapageAddinfoandphotosMakeyour timelineinterestingAddgreat contentMonitor 12
  • 13. THEHOWCreateapageAddinfoandphotosMakeyour timelineinterestingAddgreat contentMonitor 13
  • 14. Chooseyourtype 14
  • 15. THEHOW• Createapage• Addinfoandphotos• Makeyour timelineinteresting• Addgreat content• Monitor 15
  • 16. MAKEITDOSOMEWORK 16
  • 17. THEHOWCreateapageAddinfoandphotosMakeyour timelineinterestingAddgreat contentMonitor 17
  • 18. MILESTONES 18
  • 19. THEHOWCreateapageAddinfoandphotosMakeyour timelineinterestingAddgreat contentMonitor 19
  • 20. CONTENTIS KING WATCH YOURAUDIENCE WHATDO THEYPOST?WHATDO THEYRESPOND TO? WHENARETHEYONLINE? 20
  • 21. DON’TASSUMEFACEBOOKISN’TTWITTER IT’SNOTYOUR WEBSITEADJUSTYOURCONTENTEXPERIMENT ANDTEST 21
  • 22. QUESTIONSTOASK DOESITFITWITH YOUR GOALS? ISITUP TODATE?DOESITOFFERVALUETOYOURAUDIENCE? 22
  • 23. EDGERANKAFFINITY-RELATIONSHIP BETWEEN USERAND STORY(ONEWAY)WEIGHT-BASED ONKINDS OFREACTIONS (PHOTOS, VIDEOS,LINKSRANK HIGHEST)RECENCY-NEWER >OLDER 23
  • 24. VIDEOS 24
  • 25. PRESENTATIONS & RESEARCH 25
  • 26. EVENTS 26
  • 27. CAMPAIGNS 27
  • 28. OTHERIDEAS? CROWDSOURCE ASK PHOTOS QUESTIONS ANSWER QUESTIONSGIVEYOUR AUDIENCE CONTESTS, QUIZZES, THE‘INSIDESTORY’ ANDGAMES 28
  • 29. SETSOMEGROUNDRULESDOYOUHAVEASOCIAL MEDIA POLICY?• ALLOWAND ENCOURAGE DEBATE• DON’TCENSOR COMMENTS – UNLESS OFFENSIVE/SPAM• BETRANSPARENT• RESPECT THELAW• REMEMBERYOU’RE REPRESENTING YOUR ORGANISATION 29
  • 30. THEHOWCREATEAPAGEADDINFOANDPHOTOSMAKEYOUR TIMELINEINTERESTINGADDGREAT CONTENTMONITOR 30
  • 31. MONITOR:INSIGHTS 31
  • 32. MONITORMORE:LINKS 32
  • 33. KEEPMONITORING: WEBSITE TRAFFIC 33
  • 34. MONITOREVEN MORE: CONVERSATIONS 34
  • 35. ANDFINALLY… IT’SACONVERSATION,AND IT’S CONSTANTLYCHANGINGREMEMBERIT’SONLY ONE PARTOFHOW YOUCOMMUNICATE 35