This document provides 5 tips for managing alumni through Facebook: 1. Engage actively with alumni on your Facebook wall by asking questions and eliciting comments. 2. Use photos and large, distinctive profile photos to engage alumni and associate them with your brand. 3. Incorporate video as the web increasingly relies on visual content like video. 4. Encourage user-generated content like alumni photos and videos to make your page more appealing. 5. Continually engage with and welcome alumni to build a community they want to participate in.

1. A guide to managing your alumni
through Facebook
November 2010

2. The world according to Facebook
• More than 540 million active users
– who spend more than 500 billion minutes per month on Facebook
– and 70% of whom live outside the USA
• The average user connects to 60 pages, groups and events
– and creates 70 pieces of content each month
– which they share with their 170 friends (on average)

3. Why engage with your alumni?
• Keep in touch with people you spent resources training & developing
– They might want to come back some day
• Create advocates of existing and former employees
– How you treat ex employees speaks volumes about your HR practices
• Encourage alumni generated content
– Their advocacy will help recruitment and retention
• When asked why they used social networks:
– 74.3% wanted to find old friends;
– 47.9% wanted to join a group; and
– 29.9% wanted to make contacts for work reasons.
• Connect the dots
– Where have your people gone to?
– What have they been able to achieve with your training?
Source: Wave.4 UM

4. 5 tips for your Facebook alumni strategy

5. Engage with an active Wall
Tip One
• Alumni will not engage in conversation unless you talk to them first
– Look for dialogue not monologue
• Ask questions, pose problems and elicit comment
• Trust your current staff to engage with your alumni
• Create an alumni group that your alumni will actually relate to
• Track the results and vary your style where you need to
• Engage with:
– The written word;
– Photography; and
– Video

6. Use photos and a large profile photo
Tip Two
• The web is no longer a text based medium
• Over 76% of social network users have uploaded photos
• Tag people and places in photos if you can
– They will appear on alumni’s Walls and be easier to find
– Many Facebook users have alerts set to notify them of new photos which
will drive traffic
• Make sure your profile picture is large and distinctive
– Give your alumni something significant to associate with
– Your brand will help your alumni trust the Page/Group and its content
Source: Wave.4 UM

7. Use video
Tip Three
• The web is no longer a text based medium
– We like to read, watch and listen to our web content
• 83% of active internet users watch video online
– 33% of social networkers have uploaded video to their network
• Nearly 32% of content producers would rather produce video
• Facebook is the 3rd largest provider of streaming video on the web
– Video is becoming an all pervasive part of the web experience
Source: Wave.4 UM and Neilsen VideoCensus

8. Encourage alumni generated content
Tip Four
• User generated content is as simple as encouraging the posting of:
– Video or photography
• Over 76% of social network users have uploaded photos
• 33% of social networkers have uploaded video to their network
• Use polls to encourage engagement and announce the results
– Repost relevant and interesting information
– Get creative - Use Google maps to show where your people have moved to
• User generated content will make your Page/Group more appealing
• People like to hear from other people

9. Persevere
Tip Five
• Don’t forget about your new Page/Group
• Look for feedback and create discussions
• Get involved and stay engaged
• Use your welcome page to genuinely welcome people
– Use customised, friendly, welcoming and directional graphics
• And ideally, try to give your alumni something they can’t get
anywhere else!

10. 10 example alumni communities

11. NYU
NYU
USA university
USA university
10,186 fans on Facebook
10,186 fans on Facebook
Best feature:
Best feature:
Uploaded fan photos
Uploaded fan photos
Click to visit NYU page

12. Accenture
Accenture
Consultancy
Consultancy
5,846 members on Facebook
5,846 members on Facebook
Best feature:
Best feature:
Creating job opportunities
Creating job opportunities
Click to visit the Accenture group

13. Microsoft
Microsoft
Software giant
Software giant
3,357 fans on Facebook
3,357 fans on Facebook
Best feature:
Best feature:
The wall engaging fans
The wall engaging fans
Click to visit the Microsoft page

14. Daemon Group
Daemon Group
Marketing agency
Marketing agency
54 members on Facebook
54 members on Facebook
Best feature:
Best feature:
Arranging reunions!
Arranging reunions!
Click to visit the Daemon group
We know, apologies, we couldn’t resist

15. BHP Billiton
BHP Billiton
Resources giant
Resources giant
1,205 members on Facebook
1,205 members on Facebook
Best feature:
Best feature:
Access to current and former staff
Access to current and former staff
Click to visit the BHP Billiton group

16. Woolworths
Woolworths
Former UK retail giant
Former UK retail giant
4,122 members on Facebook
4,122 members on Facebook
Best feature:
Best feature:
The quality of the Discussions
The quality of the Discussions
Click to visit the Woolies group

17. Flight Centre
Flight Centre
Travel retailer
Travel retailer
2,108 members on Facebook
2,108 members on Facebook
Best feature:
Best feature:
Engagement with wall and photos
Engagement with wall and photos
Click to visit the Flight Centre group

18. Southwest Airlines
Southwest Airlines
US budget carrier
US budget carrier
Unknown fans on Facebook
Unknown fans on Facebook
Best feature:
Best feature:
Closed, but shows you can
Closed, but shows you can
Click not to visit the Southwest group

19. FedEx
FedEx
Global logistics
Global logistics
2,075 fans on Facebook
2,075 fans on Facebook
Best feature:
Best feature:
Personality through graphics
Personality through graphics
Click to visit the FedEx page

20. Powered by Orange
Powered by Orange
US university
US university
9,342 fans on Facebook
9,342 fans on Facebook
Best feature:
Best feature:
Google Maps mash up
Google Maps mash up
Click to visit the Oregon State University page

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