This presentation provides guidance on best practices for administering a Facebook page. It covers setting up the page with a cover photo and profile picture, using features like pinning posts, highlighting and milestones. It also discusses monitoring the page, creating a content strategy, being present and engaging. Tips for success include having a plan, focusing on content, being friendly and interactive. The presentation also demonstrates how to measure page performance using Facebook Insights.

1. Facebook Page
Administration

2. Presentation Outline
• Best Practices
• Tips for Success
• Setting up your Facebook Page
• Facebook Administration
• Measuring
• Final thoughts & live demo

3. @yenhoon
Best practices

4. Pick a platform
and give it all of
your attention and
focus

5. Listen to your audience
• What is our audience interested in?
• What are they talking about?
• Crisis/Issues monitoring

6. Aim for no more than
two posts in a day
Experiment with different
times of the day to see
what works best

7. Watch times of postings
Try not to post within at least
one hour of another post
Post one in the morning and one in the afternoon

8. The Internet is
noisy, and
you don't
want to
contribute
to the noise
@rogiro

9. Keep the
posts short ...
80 characters
or less!
A shorter post will
catch Facebook
users’ attention
quicker

10. Images are
2X
more
engaging
than
status
updates
Least engaging content type = links

11. Tips for success

12. Tips for Success
1 Have a plan What are your goals?
• Engagement
• Event awareness
• Customer service
How do you plan to do this?
• How often do you post?
• Who posts it?
Duties: producing, posting,
sharing, responding
Develop a strategy before you start

13. Tips for Success
2 Focus on Content
• Have a content calendar or Facebook
Group where you keep active to do lists
• Make sure content contributors are
aware of the style, voice and tone of
your content
• Repurpose content (student handbooks)
this allows you to give new meaning to
existing content

14. Content Calendar

15. Tips for Success
3 Be present!
Social media is 24/7, it is a daily conversation
Ensure that you have the resources to monitor and react
Understand the platform:
What is the behaviour/norm
in one platform may not be
acceptable in another

16. Tips for Success
4 Be friendly
Have conversations rather
than just pushing out
your message
It is not about talking
at people but engaging
with them
Have a sense of humour
It is about listening & interacting vs. shouting

17. Tips for Success
5 Choose wisely
Who's doing the talking can be as
important as the message you put
out there, so choose your social
media representatives wisely
Designate a back-up
representative

18. Tips for Success
6 Promote
How will you build your network?
Webpages, email signatures
Printed materials, business cards
Incorporate social media into your overall marketing strategy

19. Setting up
your
Facebook
Page

20. Facebook Timeline
• Timeline for Brands
implemented on
March 30th, 2012
• Key features: Cover
photo, pinned posts,
highlighted posts,
milestones

21. Cover Photo & Profile Picture
• Cover Image
• Your Biggest Branding Opportunity
• Use the cover photo to bring a strong visual impact to your page

22. Cover Photo & Profile Picture Specs
• Profile Picture
• An extension of the cover photo
• Must be a minimum of 180x180 pixels
• Needs to look good as your brand’s 50 x 50 pixel icon
accompanying page posts

23. • Get creative and incorporate your profile image into your cover image
• Your About description can be up to 170 characters

24. • Use a unique image that represents your page
• Cover photo should be a strong representation of your brand
• Use high quality images

25. • Be creative and experiment with images your audience
responds well to
• Change it up as much as you want but you should adhere to
Facebook's policies regarding cover photos

26. • Your cover image can’t include:
• References to Facebook features or actions, such as “Like” or
“Share”, or or an arrow pointing from the cover photo to any of
these features
• Calls to action, such as "Get it now" or "Tell your friends"

27. • Your cover image can’t include:
• Promotions, coupons or advertisements
• Price or purchase information, such as "40% off" or
"Download it at our website"
• Contact information such as a website address, email, or info
that should go in your Page’s “About” section

29. • If you don’t select and/or create a cover image your page won’t look its’ best

30. Facebook Pin
• Pin/anchor a specific story to the top of your timeline which will
prevent it from getting buried by more recent updates
• Post will remain at the top for 7 days

31. Facebook Highlight
• Use the Highlight feature to create visual interest
• Highlight posts as important with the star icon
• This expands posts to cross both columns (843 x 403 pixels)

32. Facebook Milestone
• You can use this feature to highlight your accomplishments
• They can appear anywhere on your Timeline, depending on
the date you designate
• Milestone images are set at 843 x 403 pixels

33. Facebook Administration

34. How is the main
Queen’s Facebook
Page run?
• Currently we have 26 admins - monitored throughout the day
and questions are responded to as fast as possible
• Other Pages also participate in answering questions that are
relevant to them (i.e. Athletics, Campus Computer Store, QUIC)

35. Logging in as your Page...

36. Setting up your Page preferences...

37. Facebook Administrator Roles
• Ability to restrict
permissions
• Introduced May 2012
• Manager has the most
permissions
• Very useful for managing
teams of people

39. Page Post Scheduling
• Schedule posts up to
6 months in advance
• Ability to run posts at least 15
minutes apart
• All times will on these posts
will correspond to your own
timezone.

40. Measuring
How to use
Facebook
Insights to
Measure
Your Fan
Page

41. Weekly Facebook Page Update

42. Facebook
Insights
https://www.facebook.com/insights/

43. Monthly fan base growth
The four metrics at the top of your Insights tab allow you to
quickly understand the size and engagement of your audience

44. Source: http://bit.ly/MM1UvY

46. Post engagement and virality

48. Page “like” source

49. Page “like” source

50. Page “like” source

51. Final
thoughts

52. The challenge of social media does not lie
in the technology aspect, but rather in
finding the right people to administer
and, more importantly, someone to
manage the strategy

53. Live Demo Questions?
annalisa.boccia@queensu.ca