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HOW AND WHY YOUR SCHOOL SHOULD BE USING FACEBOOK
www.Blackbaud.com/k12
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Frank BarryInternet Strategy, Blackbaud
@franswaa
YOUR HOST FOR TODAY
#BBSOCIAL
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WHY FACEBOOK?Think of your Facebook page as an extension of your website. A lot of the same principals apply.
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Facebook:
• 901M mo. active users• 526M daily active users• 398M use Facebook 6 of
7 days a week
Nonprofits:
• 98% on Facebook• Avg. Com. size of 8k+• 30% Growth YoY
WHY FACEBOOK?
Grab Report > http://bit.ly/npsocial
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SET UP YOUR FACEBOOK PAGE FOR SUCCESSThink of your Facebook page as an extension of your website. A lot of the same principals apply.
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MAKE THE MOST OF YOUR COVER PHOTOYour Facebook cover photo is prime real estate. Think about it like you would that area on your main website. Use that area to communicate your brand, culture, values and mission in a compelling way. You’ve got 2 seconds to grab a the attention your looking for.
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• Make sure the photo is high quality and sized correctly.
- Cover photo: 851 x 315- Profile picture: 180 x 180
• Make sure the photo communicates your brand, culture, mission, values and history.
- Show off your campus- Communicate your culture- Highlight what you’re known for- Include your students- Show off landmarks- Give parents an idea of the community they’ll be joining
MAKE THE MOST OF YOUR COVER PHOTO
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UPDATE YOUR ‘ABOUT’ PAGE One of the first things a new visitor will do on your page is check out your profile. Parents are your key audience here. Make sure you take full advantage of this area.
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• Tell your story (Don’t be too wordy, but get enough of the point across so new visitors understand what you do)
• Add your mission statement
• Include links to your website and other social networks
• Make sure to include all your contact info (email, phone, etc)
• Include calls-to-action just like you might on your website
• Add milestones
• Enter your address w/ map
UPDATE YOUR ‘ABOUT’ PAGE
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FILL IN YOUR HISTORY AND BIG MILESTONESMilestones give you the ability to tell people more about your schools history. If you haven’t yet, think of at least five milestones that help tell your story then hop over to Facebook and fill them in. Use photos if possible.
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• Date when school was founded
• Significant accomplishments, awards, recognitions, etc
• Famous or well know students
• Launch of new programs, colleges/schools, community work, etc
• Significant sporting events
• Graduations
• New deans, principals, presidents, etc…
FILL IN YOUR HISTORY AND BIG MILESTONES
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SET UP A FEW APPSApps are Facebooks version of a call to action. Use them to get your Facebook page visitors to take actions you want them to take.
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SET UP A FEW APPS
• Quick links to key resources
• News / Important info for students/families
• Social media policy
• Special offers, discounts, prizes, etc…
• Custom pages focused on what you know parents/students want
• Do your best to keep your branding consistent between the cover photo and the app thumbnail images- Thumbnail image for apps: 111 x 74
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Cover photo – make sure you reflect your brand, use the right size img and change frequently.
Profile pic – Keep it simple and try to contrast your cover photo so it stands out. 180 X 180.
About – Tell your story as quickly and briefly as possible. Use Links and get creative with the space.
Apps – Or better thought of as your main Call-to-action buttons. Keep consistent branding, make them useful to visitors, use the right size images. 111 X 74
GETTING THE MOST OUT OF YOUR FACEBOOK PAGE
dreamgrow.com > http://bit.ly/fb-cheat-sheet
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GET THE MOST OUT OF YOUR POSTSBefore you can engage alumni on Facebook you’ve got to build a relationship with them. The best time to do this is while they are a student.
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PIN YOUR BEST POSTSPinning post allows you to keep your more important message at the top of your Facebook page for seven days.
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HIGHLIGHT YOUR BEST POSTSHighlighting posts give you the opportunity to make certain things stand out more than others on your Facebook page.
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PROMOTE YOU BEST POSTSPromoting posts give you the opportunity to reach a much larger portion of your Facebook fan base. You can easily see a fifty percent increase.
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WITHOUT PROMOTION
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PROMOTING A POST
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STATS
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QUICK METRICS
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RESULTS
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UTILIZE FACEBOOK ANALYTICS / INSIGHTSYou should be tracking key metrics for your Facebook page just like you do for your main website. See what works, what doesn’t and how you can improve.
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• People Talking About This (PTAT) — The total number of people that have engaged with your page, whether they “liked” something, commented, shared or answered a question. This assesses engagement beyond the old standards, Likes and clicks.
• Friends of Fans –The aggregate number of friends all your fans have, meaning that each post has the potential to reach these fans (since their “Like” or comment will go on friends’ news feed, thus propagating your content).
• Reach — The total number of people who have seen content associated with your page — this number offers a sense of how far your message has traveled.
• Virality — The percentage of fans who saw a story from your Page and interacted with it, either by “liking,” commenting or sharing. Pay attention to your virality percentage to assess engagement and tweak your content.
SOME DEFINITIONS
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PAY ATTENTION TO YOUR FANS (A LOT)!New brand pages make fan initiated engagement take a back seat to brand initiated engagement. Make sure to actively monitor what your fans are doing on your page.
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SOCIAL PROOF
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FAN ACTIVITY
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Admin area at top of page > Edit page button > Use Activity Log
PROMOTING FAN POSTS
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• Why Facebook?
• Setting up your Facebook page for success- Get the most out of your cover photo- Update your about page- Fill in your history and milestones- Set up a few Apps
• Get the most out of your posts- Pinning- Highlighting- Promoting
• Utilize Facebook Insights
• Pay attention to your Fans- Social proof- Promoting fan content
WRAPPING IT UP!
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Thank you!
twitter.com/franswaa
Let’s keep the conversation going…
Social Network Benchmark Report bit.ly/npsocial
Social Influencers Whitepaper bit.ly/npoSocialArchetype
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Questions?
NetWitsThinkTank.com Blackbaud.com/k12|
