Make:togetherFacebookpagesthatwork       LizMcCarthy     BodleianLibraries                         1
LizMcCarthy         @mccarthy_liz         @bodleianlibswww.facebook.com/bodleianlibraries                               2
So,what’sit allabout?2004-Launched@Harvard, then to universitiesintheus2006-extendedtoGeneralPublic -includingbrands     2...
JointheCrowdUniversityofOxford | UniversityCollege | Trinity    College | EnglishFacultyLibrary | OUP | SaidBusinessSchool...
SOCIALMEDIA ISN’TCUTTINGEDGE          ANYMORE   IT’SJUSTPART OFHOWWE        COMMUNICATE                        5
YOUALREADYHAVEANONLINE        BRAND        OWNIT                    6
So,youthinkyouwanttouse        Facebook?      Don’tpanic                     7
FIRST THINKABOUTWHY                      8
Defineandarticulateyourgoals   Interactwithonlineaudience         Boostawareness           Drivetraffic    Learnaboutyourc...
HOWDOESIT FITWITHOTHER   COMMUNICATIONS?          Email     Printedmaterial       Face-to-Face        Broadcast         We...
SOCIALMEDIA STRATEGY          VSCOMMUNICATIONSSTRATEGY                    11
THEHOWCreateapageAddinfoandphotosMakeyour timelineinterestingAddgreat contentMonitor                               12
THEHOWCreateapageAddinfoandphotosMakeyour timelineinterestingAddgreat contentMonitor                               13
Chooseyourtype                 14
THEHOW•   Createapage•   Addinfoandphotos•   Makeyour timelineinteresting•   Addgreat content•   Monitor                  ...
MAKEITDOSOMEWORK                   16
THEHOWCreateapageAddinfoandphotosMakeyour timelineinterestingAddgreat contentMonitor                               17
MILESTONES             18
THEHOWCreateapageAddinfoandphotosMakeyour timelineinterestingAddgreat contentMonitor                               19
CONTENTIS KING WATCH YOURAUDIENCE  WHATDO THEYPOST?WHATDO THEYRESPOND TO? WHENARETHEYONLINE?                         20
DON’TASSUMEFACEBOOKISN’TTWITTER IT’SNOTYOUR WEBSITEADJUSTYOURCONTENTEXPERIMENT ANDTEST                       21
QUESTIONSTOASK    DOESITFITWITH YOUR GOALS?          ISITUP TODATE?DOESITOFFERVALUETOYOURAUDIENCE?                        ...
EDGERANKAFFINITY-RELATIONSHIP BETWEEN USERAND  STORY(ONEWAY)WEIGHT-BASED ONKINDS OFREACTIONS (PHOTOS,  VIDEOS,LINKSRANK HI...
VIDEOS         24
PRESENTATIONS & RESEARCH                      25
EVENTS         26
CAMPAIGNS            27
OTHERIDEAS?   CROWDSOURCE                  ASK      PHOTOS                 QUESTIONS                  ANSWER              ...
SETSOMEGROUNDRULESDOYOUHAVEASOCIAL MEDIA POLICY?• ALLOWAND ENCOURAGE DEBATE• DON’TCENSOR COMMENTS – UNLESS  OFFENSIVE/SPAM...
THEHOWCREATEAPAGEADDINFOANDPHOTOSMAKEYOUR TIMELINEINTERESTINGADDGREAT CONTENTMONITOR                               30
MONITOR:INSIGHTS                   31
MONITORMORE:LINKS                    32
KEEPMONITORING: WEBSITE       TRAFFIC                      33
MONITOREVEN MORE: CONVERSATIONS                    34
ANDFINALLY…   IT’SACONVERSATION,AND IT’S       CONSTANTLYCHANGINGREMEMBERIT’SONLY ONE PARTOFHOW         YOUCOMMUNICATE    ...
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Facebook Pages that Work

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Facebook Pages that Work

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

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