HOW AND WHY YOUR SCHOOL            SHOULD BE USING FACEBOOK       T            www.Blackbaud.com/k127/16/2012             ...
YOUR HOST FOR TODAY                       Frank Barry                       Internet Strategy,Blackbaud                   ...
WHY FACEBOOK?        Think of your Facebook page as an        extension of your website. A lot of the        same principa...
WHY FACEBOOK?       Facebook:       • 901M mo. active users       • 526M daily active users       • 398M use Facebook 6 of...
SET UP YOUR FACEBOOK       PAGE FOR SUCCESS        Think of your Facebook page as an        extension of your website. A l...
MAKE THE MOST OF YOUR COVER PHOTO        Your Facebook cover photo is prime real estate. Think about        it like you wo...
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MAKE THE MOST OF YOUR COVER PHOTO       • Make sure the photo is high quality and sized correctly.            - Cover phot...
UPDATE YOUR ‘ABOUT’ PAGE        One of the first things a new visitor will do on your        page is check out your profil...
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UPDATE YOUR ‘ABOUT’ PAGE       • Tell your story (Don’t be too wordy, but get enough of the point across         so new vi...
FILL IN YOUR HISTORY AND BIG MILESTONES        Milestones give you the ability to tell people more about your        schoo...
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FILL IN YOUR HISTORY AND BIG MILESTONES       • Date when school was founded       • Significant accomplishments, awards, ...
SET UP A FEW APPS        Apps are Facebooks version of a call        to action. Use them to get your        Facebook page ...
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SET UP A FEW APPS       • Quick links to key resources       • News / Important info for students/families       • Social ...
GETTING THE MOST OUT OF YOUR FACEBOOK PAGE                                                    Cover photo – make sure you ...
GET THE MOST OUT       OF YOUR POSTS        Before you can engage alumni on        Facebook you’ve got to build a        r...
7/16/2012   43
PIN YOUR BEST POSTS        Pinning post allows you to keep        your more important message at        the top of your Fa...
7/16/2012   45
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HIGHLIGHT YOUR BEST POSTS        Highlighting posts give you the opportunity to        make certain things stand out more ...
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PROMOTE YOU BEST POSTS        Promoting posts give you the opportunity        to reach a much larger portion of your      ...
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 l...
7/16/2012   60
SOME DEFINITIONS       • People Talking About This (PTAT) — The total number of people that have         engaged with your...
7/16/2012   62
PAY ATTENTION TO       YOUR FANS (A LOT)!        New brand pages make fan initiated        engagement take a back seat to ...
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...
Thank you!        Let’s keep the conversation going…                          frank.barry@blackbaud.com                   ...
Questions?            NetWitsThinkTank.com   |   Blackbaud.com/k127/16/2012            70
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Facebook for Schools: 5 Strategies for Success

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Facebook for Schools - Learn tips and strategies to make your Facebook page one of the most effective tools for engaging families, students, alumni and faculty. From Setting up your page for success, to promoting posts, to measuring your success this presentation has what you need.

Published in: Technology, Education

Facebook for Schools: 5 Strategies for Success

  1. HOW AND WHY YOUR SCHOOL SHOULD BE USING FACEBOOK T www.Blackbaud.com/k127/16/2012 1
  2. YOUR HOST FOR TODAY Frank Barry Internet Strategy,Blackbaud @franswaa #BBSOCIAL7/16/2012 2
  3. WHY FACEBOOK? Think of your Facebook page as an extension of your website. A lot of the same principals apply.7/16/2012 3
  4. 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
  5. 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
  6. 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
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  16. 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
  17. 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
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  22. 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
  23. 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
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  30. 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
  31. 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
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  40. 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
  41. 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
  42. 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
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  44. 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
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  48. 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
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  53. 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
  54. WITHOUT PROMOTION7/16/2012 54
  55. PROMOTING A POST7/16/2012 55
  56. STATS7/16/2012 56
  57. QUICK METRICS7/16/2012 57
  58. RESULTS7/16/2012 58
  59. 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
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  61. 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
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  63. 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
  64. SOCIAL PROOF7/16/2012 64
  65. FAN ACTIVITY7/16/2012 65
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  67. PROMOTING FAN POSTSAdmin area at top of page > Edit page button > Use Activity Log7/16/2012 67
  68. 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
  69. 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
  70. Questions? NetWitsThinkTank.com | Blackbaud.com/k127/16/2012 70

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