This document provides tips for using Facebook to promote the Bodleian Libraries at the University of Oxford. It recommends defining goals for the Facebook page, creating engaging content like videos and events, experimenting to find the best strategies, and continuously monitoring analytics and user conversations to improve over time. The key messages are that social media is now a mainstream way to communicate, content is king, and an active Facebook presence can boost awareness of the Libraries and drive traffic to their other communications.

1. Make:together
Facebookpagesthatwork
LizMcCarthy
BodleianLibraries
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2. LizMcCarthy
@mccarthy_liz
@bodleianlibs
www.facebook.com/bodleianlibraries
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3. So,what’sit allabout?
2004-Launched@Harvard, then to universitiesintheus
2006-extendedtoGeneralPublic -includingbrands
2012-526 milliondailyusers
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4. JointheCrowd
UniversityofOxford | UniversityCollege | Trinity
College | EnglishFacultyLibrary | OUP | Said
BusinessSchoolAdmissions | MusicFacultyEvents |
BotanicGardensandHarcourtArboretum | PPE |
BodleianLibraries | Ashmolean | FacultyofLaw |
oxfordalumni | OxfordEnglishDictionary | Oxford
UniversityStudentUnion | CentreforHindusTudies
Mostimportantly…
Students | potentialstudents | researchers
press | funders | alumni 4

5. SOCIALMEDIA ISN’TCUTTINGEDGE
ANYMORE
IT’SJUSTPART OFHOWWE
COMMUNICATE
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6. YOUALREADYHAVEANONLINE
BRAND
OWNIT
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7. So,youthinkyouwanttouse
Facebook?
Don’tpanic
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8. FIRST THINKABOUTWHY
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9. Defineandarticulateyourgoals
Interactwithonlineaudience
Boostawareness
Drivetraffic
Learnaboutyourcommunity
Shareinformation
??
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10. HOWDOESIT FITWITHOTHER
COMMUNICATIONS?
Email
Printedmaterial
Face-to-Face
Broadcast
Websites
??
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11. SOCIALMEDIA STRATEGY
VS
COMMUNICATIONSSTRATEGY
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12. THEHOW
Createapage
Addinfoandphotos
Makeyour timelineinteresting
Addgreat content
Monitor
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13. THEHOW
Createapage
Addinfoandphotos
Makeyour timelineinteresting
Addgreat content
Monitor
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14. Chooseyourtype
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15. THEHOW
• Createapage
• Addinfoandphotos
• Makeyour timelineinteresting
• Addgreat content
• Monitor
15

16. MAKEITDOSOMEWORK
16

17. THEHOW
Createapage
Addinfoandphotos
Makeyour timelineinteresting
Addgreat content
Monitor
17

18. MILESTONES
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19. THEHOW
Createapage
Addinfoandphotos
Makeyour timelineinteresting
Addgreat content
Monitor
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20. CONTENTIS KING
WATCH YOURAUDIENCE
WHATDO THEYPOST?
WHATDO THEYRESPOND TO?
WHENARETHEYONLINE?
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21. DON’TASSUME
FACEBOOKISN’TTWITTER
IT’SNOTYOUR WEBSITE
ADJUSTYOURCONTENT
EXPERIMENT ANDTEST
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22. QUESTIONSTOASK
DOESITFITWITH YOUR GOALS?
ISITUP TODATE?
DOESITOFFERVALUETOYOURAUDIENCE?
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23. EDGERANK
AFFINITY-RELATIONSHIP BETWEEN USERAND
STORY(ONEWAY)
WEIGHT-BASED ONKINDS OFREACTIONS (PHOTOS,
VIDEOS,LINKSRANK HIGHEST)
RECENCY-NEWER >OLDER
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24. VIDEOS
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25. PRESENTATIONS & RESEARCH
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26. EVENTS
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27. CAMPAIGNS
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28. OTHERIDEAS?
CROWDSOURCE ASK
PHOTOS QUESTIONS
ANSWER
QUESTIONS
GIVEYOUR AUDIENCE CONTESTS, QUIZZES,
THE‘INSIDESTORY’ ANDGAMES
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29. SETSOMEGROUNDRULES
DOYOUHAVEASOCIAL MEDIA POLICY?
• ALLOWAND ENCOURAGE DEBATE
• DON’TCENSOR COMMENTS – UNLESS
OFFENSIVE/SPAM
• BETRANSPARENT
• RESPECT THELAW
• REMEMBERYOU’RE REPRESENTING YOUR
ORGANISATION
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30. THEHOW
CREATEAPAGE
ADDINFOANDPHOTOS
MAKEYOUR TIMELINEINTERESTING
ADDGREAT CONTENT
MONITOR
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31. MONITOR:INSIGHTS
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32. MONITORMORE:LINKS
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33. KEEPMONITORING: WEBSITE
TRAFFIC
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34. MONITOREVEN MORE:
CONVERSATIONS
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35. ANDFINALLY…
IT’SACONVERSATION,AND IT’S
CONSTANTLYCHANGING
REMEMBERIT’SONLY ONE PARTOFHOW
YOUCOMMUNICATE
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