Social Media Strategies Summit 2016 Chicago

1. Harness Facebook Insights to
improve your content strategy
Michi Gupta
The University of Chicago

2. Michi Gupta
Digital Engagement Strategist at The University of Chicago
michikog
michig

4. Back in 2014…
120K
9,446
8

5. Back in 2014…
120K Page Likes
9,446
8

6. Back in 2014…
120K Page Likes
9,446 Average Reach
8

7. Back in 2014…
120K Page Likes
9,446 Average Reach
8% seeing our posts

8. 179 likes
6 comments
21 shares

9. 97 likes
2 comments
35 shares

10. 101 likes
5 comments
24 shares

11. Very few people were seeing our content

12. We NEED a content strategy

13. A GAME PLAN to make your great
content shine and
bring the most out of results
What is Content Strategy?

14. Facebook Insights can help
Reach Engagement
Likes, Shares, Comments

15. Lifesaver: Facebook Insights Export

16. Strategy Part 1
2014—Year of Reach

17. Tactics to gain reach
1.Utilize Facebook’s
different content types
2.Develop shorter copies
that won’t get cutoff in the
News Feed
3.Use mention tags and
hashtags

18. Tactics to gain reach
1.Utilize Facebook’s different
content types
2.Develop shorter copies
that won’t get cutoff in
the News Feed
3.Use mention tags and
hashtags

19. Tactics to gain reach
1.Utilize Facebook’s different
content types
2.Develop shorter copies
that won’t get cutoff in the
News Feed
3.Use mention tags and
hashtags

20. Tactics to gain reach
1.Utilize Facebook’s different
content types
2.Develop shorter copies
that won’t get cutoff in the
News Feed
3.Use mention tags and
hashtags

21.  Content Type: Link
 Short Copy
 Mention
 Results
430 likes
6 comments
65 shares

22.  Content Type: Video
 Short copy with
quotes
 Results
490 likes
21comments
112 shares

23.  Content Type: Photo
Album
 Short copy
 Hashtag
 Results
1K likes
25 comments
105 shares

24. 2014 Year-End
AFTER
• 134K Page Likes
• Average reach 29,079
• 22%
BEFORE
• 120K Page Likes
• Average reach 9,446
• 8%

25. Strategy Part 2
2015—Year of Engagement

26. Trello: Content Calendar

27. Facebook Audience Insights
facebook.com/ads/audience_insights

28. Tactics for Engagement
1.Maintain Reach
2.Real-time marketing
3.News you can use
4.Personal Connection
5.Breaking news

29. Real-time marketing: #thedress

30. Real-time marketing
Real-time engagement earns more retweets and likes by 400%*
*Source Spreadfast

31. 1
News you can use

32. 1
Personal Connection

33. 1
Personal Connection

34. Breaking News

35. 2015: Year of Engagement
drumroll...

36. 2015: Year of Engagement =
Success!

37. Thank you!
@TeamUChicago
@UChicago