Facebook pages that work       Liz McCarthy     Bodleian Libraries                          1
Liz McCarthy         @mccarthy_liz         @bodleianlibswww.facebook.com/bodleianlibraries                               2
So, what’s it all about?2004 - Launched @ Harvard, then to universities in the us2006 - extended to General Public - inclu...
Join the CrowdUniversity of Oxford | University College | Trinity    College | English Faculty Library | OUP | SaidBusines...
SOCIAL MEDIA ISN’T CUTTING EDGE           ANYMORE   IT’S JUST PART OF HOW WE         COMMUNICATE                           5
YOU ALREADY HAVE AN ONLINE         BRAND         OWN IT                        6
So, you think you want to use          Facebook?        Don’t panic                          7
FIRST THINK ABOUT WHY                        8
Define and articulate your goals    Interact with online audience          Boost awareness            Drive traffic     Le...
HOW DOES IT FIT WITH OTHER   COMMUNICATIONS?           Email      Printed material        Face-to-Face         Broadcast  ...
SOCIAL MEDIA STRATEGY           VSCOMMUNICATIONS STRATEGY                     11
THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor                             ...
THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor                             ...
Choose your type                   14
THE HOW•   Create a page•   Add info and photos•   Make your timeline interesting•   Add great content•   Monitor         ...
MAKE IT DO SOME WORK                       16
THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor                             ...
MILESTONES             18
THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor                             ...
CONTENT IS KING WATCH YOUR AUDIENCE  WHAT DO THEY POST?WHAT DO THEY RESPOND TO? WHEN ARE THEY ONLINE?                     ...
DON’T ASSUMEFACEBOOK ISN’T TWITTER IT’S NOT YOUR WEBSITE ADJUST YOUR CONTENT EXPERIMENT AND TEST                         21
QUESTIONS TO ASK     DOES IT FIT WITH YOUR GOALS?            IS IT UP TO DATE?DOES IT OFFER VALUE TO YOUR AUDIENCE?       ...
EDGERANKAFFINITY - RELATIONSHIP BETWEEN USER AND  STORY (ONE WAY)WEIGHT - BASED ON KINDS OF REACTIONS (PHOTOS,  VIDEOS, LI...
VIDEOS         24
PRESENTATIONS & RESEARCH                      25
EVENTS         26
CAMPAIGNS            27
OTHER IDEAS?   CROWDSOURCE                  ASK      PHOTOS                 QUESTIONS                  ANSWER             ...
SET SOME GROUND RULESDO YOU HAVE A SOCIAL MEDIA POLICY?• ALLOW AND ENCOURAGE DEBATE• DON’T CENSOR COMMENTS – UNLESS  OFFEN...
THE HOWCREATE A PAGEADD INFO AND PHOTOSMAKE YOUR TIMELINE INTERESTINGADD GREAT CONTENTMONITOR                             ...
MONITOR: INSIGHTS                    31
MONITOR MORE: LINKS                      32
KEEP MONITORING: WEBSITE        TRAFFIC                       33
MONITOR EVEN MORE: CONVERSATIONS                     34
AND FINALLY…   IT’S A CONVERSATION, AND IT’S        CONSTANTLY CHANGINGREMEMBER IT’S ONLY ONE PART OF HOW           YOU CO...
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Facebook Pages that Work (updated November 2012)

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Facebook Pages that Work (updated November 2012)

  1. 1. Facebook pages that work Liz McCarthy Bodleian Libraries 1
  2. 2. Liz McCarthy @mccarthy_liz @bodleianlibswww.facebook.com/bodleianlibraries 2
  3. 3. So, what’s it all about?2004 - Launched @ Harvard, then to universities in the us2006 - extended to General Public - including brands 2012 - 1 billion users 3
  4. 4. Join the CrowdUniversity of Oxford | University College | Trinity College | English Faculty Library | OUP | SaidBusiness School Admissions | Music Faculty Events | Botanic Gardens and Harcourt Arboretum | PPE | Bodleian Libraries | Ashmolean | Faculty of Law | oxford alumni | Oxford English Dictionary | Oxford University Student Union | Centre for Hindu sTudies Most importantly… Students | potential students | researchers press | funders | alumni 4
  5. 5. SOCIAL MEDIA ISN’T CUTTING EDGE ANYMORE IT’S JUST PART OF HOW WE COMMUNICATE 5
  6. 6. YOU ALREADY HAVE AN ONLINE BRAND OWN IT 6
  7. 7. So, you think you want to use Facebook? Don’t panic 7
  8. 8. FIRST THINK ABOUT WHY 8
  9. 9. Define and articulate your goals Interact with online audience Boost awareness Drive traffic Learn about your community Share information ?? 9
  10. 10. HOW DOES IT FIT WITH OTHER COMMUNICATIONS? Email Printed material Face-to-Face Broadcast Websites ?? 10
  11. 11. SOCIAL MEDIA STRATEGY VSCOMMUNICATIONS STRATEGY 11
  12. 12. THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor 12
  13. 13. THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor 13
  14. 14. Choose your type 14
  15. 15. THE HOW• Create a page• Add info and photos• Make your timeline interesting• Add great content• Monitor 15
  16. 16. MAKE IT DO SOME WORK 16
  17. 17. THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor 17
  18. 18. MILESTONES 18
  19. 19. THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor 19
  20. 20. CONTENT IS KING WATCH YOUR AUDIENCE WHAT DO THEY POST?WHAT DO THEY RESPOND TO? WHEN ARE THEY ONLINE? 20
  21. 21. DON’T ASSUMEFACEBOOK ISN’T TWITTER IT’S NOT YOUR WEBSITE ADJUST YOUR CONTENT EXPERIMENT AND TEST 21
  22. 22. QUESTIONS TO ASK DOES IT FIT WITH YOUR GOALS? IS IT UP TO DATE?DOES IT OFFER VALUE TO YOUR AUDIENCE? 22
  23. 23. EDGERANKAFFINITY - RELATIONSHIP BETWEEN USER AND STORY (ONE WAY)WEIGHT - BASED ON KINDS OF REACTIONS (PHOTOS, VIDEOS, LINKS RANK HIGHEST)RECENCY - NEWER > OLDER 23
  24. 24. VIDEOS 24
  25. 25. PRESENTATIONS & RESEARCH 25
  26. 26. EVENTS 26
  27. 27. CAMPAIGNS 27
  28. 28. OTHER IDEAS? CROWDSOURCE ASK PHOTOS QUESTIONS ANSWER QUESTIONSGIVE YOUR AUDIENCE CONTESTS, QUIZZES, THE ‘INSIDE STORY’ AND GAMES 28
  29. 29. SET SOME GROUND RULESDO YOU HAVE A SOCIAL MEDIA POLICY?• ALLOW AND ENCOURAGE DEBATE• DON’T CENSOR COMMENTS – UNLESS OFFENSIVE/SPAM• BE TRANSPARENT• RESPECT THE LAW• REMEMBER YOU’RE REPRESENTING YOUR ORGANISATION 29
  30. 30. THE HOWCREATE A PAGEADD INFO AND PHOTOSMAKE YOUR TIMELINE INTERESTINGADD GREAT CONTENTMONITOR 30
  31. 31. MONITOR: INSIGHTS 31
  32. 32. MONITOR MORE: LINKS 32
  33. 33. KEEP MONITORING: WEBSITE TRAFFIC 33
  34. 34. MONITOR EVEN MORE: CONVERSATIONS 34
  35. 35. AND FINALLY… IT’S A CONVERSATION, AND IT’S CONSTANTLY CHANGINGREMEMBER IT’S ONLY ONE PART OF HOW YOU COMMUNICATE 35

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