Facebook Pages that Work (updated November 2012)

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  • 1. Facebook pages that work Liz McCarthy Bodleian Libraries 1
  • 2. Liz McCarthy @mccarthy_liz @bodleianlibswww.facebook.com/bodleianlibraries 2
  • 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. 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. SOCIAL MEDIA ISN’T CUTTING EDGE ANYMORE IT’S JUST PART OF HOW WE COMMUNICATE 5
  • 6. YOU ALREADY HAVE AN ONLINE BRAND OWN IT 6
  • 7. So, you think you want to use Facebook? Don’t panic 7
  • 8. FIRST THINK ABOUT WHY 8
  • 9. Define and articulate your goals Interact with online audience Boost awareness Drive traffic Learn about your community Share information ?? 9
  • 10. HOW DOES IT FIT WITH OTHER COMMUNICATIONS? Email Printed material Face-to-Face Broadcast Websites ?? 10
  • 11. SOCIAL MEDIA STRATEGY VSCOMMUNICATIONS STRATEGY 11
  • 12. THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor 12
  • 13. THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor 13
  • 14. Choose your type 14
  • 15. THE HOW• Create a page• Add info and photos• Make your timeline interesting• Add great content• Monitor 15
  • 16. MAKE IT DO SOME WORK 16
  • 17. THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor 17
  • 18. MILESTONES 18
  • 19. THE HOWCreate a pageAdd info and photosMake your timeline interestingAdd great contentMonitor 19
  • 20. CONTENT IS KING WATCH YOUR AUDIENCE WHAT DO THEY POST?WHAT DO THEY RESPOND TO? WHEN ARE THEY ONLINE? 20
  • 21. DON’T ASSUMEFACEBOOK ISN’T TWITTER IT’S NOT YOUR WEBSITE ADJUST YOUR CONTENT EXPERIMENT AND TEST 21
  • 22. QUESTIONS TO ASK DOES IT FIT WITH YOUR GOALS? IS IT UP TO DATE?DOES IT OFFER VALUE TO YOUR AUDIENCE? 22
  • 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. VIDEOS 24
  • 25. PRESENTATIONS & RESEARCH 25
  • 26. EVENTS 26
  • 27. CAMPAIGNS 27
  • 28. OTHER IDEAS? CROWDSOURCE ASK PHOTOS QUESTIONS ANSWER QUESTIONSGIVE YOUR AUDIENCE CONTESTS, QUIZZES, THE ‘INSIDE STORY’ AND GAMES 28
  • 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. THE HOWCREATE A PAGEADD INFO AND PHOTOSMAKE YOUR TIMELINE INTERESTINGADD GREAT CONTENTMONITOR 30
  • 31. MONITOR: INSIGHTS 31
  • 32. MONITOR MORE: LINKS 32
  • 33. KEEP MONITORING: WEBSITE TRAFFIC 33
  • 34. MONITOR EVEN MORE: CONVERSATIONS 34
  • 35. AND FINALLY… IT’S A CONVERSATION, AND IT’S CONSTANTLY CHANGINGREMEMBER IT’S ONLY ONE PART OF HOW YOU COMMUNICATE 35