1. The document provides guidelines for using Facebook to promote the EURAXESS program. It discusses focusing posts on topics meaningful to researchers, linking to more details on EURAXESS sites, and maintaining an appropriate voice. 2. The guidelines recommend consistent posting frequencies and timing posts when users are active. Analytics can help determine the best times. Engagement should be conversational to stimulate discussion. 3. Profiles should have attractive, searchable names and include mission statements and links to EURAXESS portals. High subscriber numbers increase credibility and visibility. Promotion involves links on websites and communications.

1. “Social EURAXESS”
guidelines for Facebook
Milan Zdravković

2. Always keep in mind..
◦ Online “distance” to desirable audience in the
social space is very short !
– Thanks to virality effect, even social pages
with low subscription rate may have very
high visibility
..but it’s a competitive market

3. ..but, it’s a competitive market
Guideliens areas

4. Guidelines’ areas
1. content and tone of a post
2. frequency and timing
3. engagement
4. profile information and design
5. promotion

5. 1. Content and tone of the
post
Social “EURAXESS” guidelines for Facebook

6. 1. Content and tone of a post
◦ Post messages that mean something to targeted
audience
◦ Focus on a single topic, write concisely
◦ Be very careful when asking for external
engagement of the subscribers such as posting
invitations to participate in surveys
◦ Do not publish official long documents, directives,
etc. Publish key points that mean something to
researchers
◦ Have appropriate voice and personality

9. ◦ When choosing a content to publish, think about the
network effect
◦ Place information-carrying words at the beginning of
the message
◦ When posting, link to more details on EURAXESS
portals (and to other reputable websites)
– Do not link to documents directly such as PDFs
or others

11. ◦ Create sense of urgency
◦ Share Facebook posts of other networks
◦ Don’t repeat messages (send unique posts)
◦ Vary the types of posted information
◦ When posting video, describe video content and
provide supplemental information
◦ Proofread messages for spelling and grammar
errors

12. Frequency and timing

13. 2. Frequency and timing
Social “EURAXESS” guidelines for Facebook
Why frequency is important?

14. Why frequency is important?
◦ Facebook is the most addicting social network
– 23% of Facebook’s users check their account 5
or more times DAILY
– The mean
number
of daily look-ins
by Facebook
users is 4
◦ Life span of
posted
messages on
Facebook is
extremely short
Why timing is important?

15. Why timing is important?
◦ The biggest spike occurs at 3:00 p.m. ET on
weekdays
◦ Fans are less
active on
Sunday
compared to
all other
days of
the week

16. Frequency and timing - guidelines
◦ Send timely messages. Avoid posting job ads which
expire soon
◦ If possible, send messages with consistent
frequency. Users are easily accustomed to the
frequency and are often confused when this
frequency is changed
◦ Send messages at the time of a day when users are
likely to access social network

17. ◦ Use Insights tool to evaluate reach of the posts in
different times of a day. Use this results to adapt
publishing plan.
◦ Allocate resources to have regular posts.
◦ Build and maintain a list of general posts and
associated resources (links, photos, videos)
◦ Consider building or using specialized applications
which automatically post new information according
to the desired frequency and based on the list of
planned posts

18. ◦ Combine the consistent frequency with strategy for
varying the types of content.
– For example, post new job advertisements on
Monday, Wednesday and Friday. Every
Thursday, publish one post about EURAXESS
and every Tuesday about your country e.g. (“Did
you know that...”)
◦ Try implementing a poll asking the subscribers for
the time of a day when they most frequently access
Facebook
– Use these findings to revisit the frequency and
timing strategy

19. Engagement

20. 3. Engagement
Social “EURAXESS” guidelines for Facebook

21. Engagement - guidelines
◦ Be conversational and informal to stimulate
discussion. Informal tone of the posts stimulates
discussion because it gives more “personal” identity
and impression of the content.
◦ Engage in two-way conversation and respond fast
(24hrs max)
◦ Allocate resources for such engagement.
Sometimes, participating in discussion may be time
consuming, because getting a right answer to a
posed question may involve consultation.

23. 4. Profile information and
design
Social “EURAXESS” guidelines for Facebook

24. Profile information and design - Guidelines
◦ The name of the profile or a page should have
attractive, easily searchable words
– Combine keywords, such as “Europe”, <name of
the country>, “research”, “careers”, “jobs”. Don’t
use “mobility” because this term is ambiguous
◦ Avoid using “EURAXESS” alone in the name of the
profile or a page or in combination with general
terms. Don’t assume that researchers know what
EURAXESS is

25. ◦ Include a brief mission statement or summary in the
profile
◦ Include URL to a national or local EURAXESS portal
◦ Choose meaningful and eye catching profile pictures
and covers

26. Lets take a look at some covers

27. 5. Promotion
Social “EURAXESS” guidelines for Facebook

28. Promotion - Guidelines
◦ Attract high number of subscribers.
– Users often judge the validity of the social
network presence by number of subscribers,
especially when they conduct a search (higher
number of fans, higher the position in search –
both credibility and visibility are increased)
◦ Place links to your social network page on the
website (homepage) with recognizable logos
(Facebook) or calls for action (“Become a fan on
Facebook”).
◦ Place links to social network content on your
website (e.g. photo album).

29. ◦ Include a page on a website completely dedicated to
social network presence
– explain the types of information that users will get
from the social network page
◦ Include information about social network presence
in your email communication (signatures) and
newsletters

31. ◦ Create a Facebook Ad. The
display of Facebook Ads is
personalized and
contextualized. The ads are
displayed to the Facebook users
based on some demographic
restrictions that may be created
by the ad publisher and/or
different other criteria related to
relevance of the users actions to
the content of the ads.

32. Now, let’s get busy