Upload
frank-barry
View
18.673
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Facebook for Schools - Learn tips and strategies to make your Facebook page one of the most effective tools for engaging families, students, alumni and faculty. From Setting up your page for success, to promoting posts, to measuring your success this presentation has what you need.
Citation preview
04/11/2023 1
T
HOW AND WHY YOUR SCHOOL SHOULD BE USING FACEBOOK
www.Blackbaud.com/k12
04/11/2023 2
Frank BarryInternet Strategy, Blackbaud
@franswaa
YOUR HOST FOR TODAY
#BBSOCIAL
04/11/2023 3
WHY FACEBOOK?Think of your Facebook page as an extension of your website. A lot of the same principals apply.
04/11/2023 4
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
04/11/2023 5
SET UP YOUR FACEBOOK PAGE FOR SUCCESSThink of your Facebook page as an extension of your website. A lot of the same principals apply.
04/11/2023 6
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.
04/11/2023 7
04/11/2023 8
04/11/2023 9
04/11/2023 10
04/11/2023 11
04/11/2023 12
04/11/2023 13
04/11/2023 14
04/11/2023 15
04/11/2023 16
• 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
04/11/2023 17
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.
04/11/2023 18
04/11/2023 19
04/11/2023 20
04/11/2023 21
04/11/2023 22
• 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
04/11/2023 23
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.
04/11/2023 24
04/11/2023 25
04/11/2023 26
04/11/2023 27
04/11/2023 28
04/11/2023 29
04/11/2023 30
• 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
04/11/2023 31
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.
04/11/2023 32
04/11/2023 33
04/11/2023 34
04/11/2023 35
04/11/2023 36
04/11/2023 37
04/11/2023 38
04/11/2023 39
04/11/2023 40
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
04/11/2023 41
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
04/11/2023 42
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.
04/11/2023 43
04/11/2023 44
PIN YOUR BEST POSTSPinning post allows you to keep your more important message at the top of your Facebook page for seven days.
04/11/2023 45
04/11/2023 46
04/11/2023 47
04/11/2023 48
HIGHLIGHT YOUR BEST POSTSHighlighting posts give you the opportunity to make certain things stand out more than others on your Facebook page.
04/11/2023 49
04/11/2023 50
04/11/2023 51
04/11/2023 52
04/11/2023 53
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.
04/11/2023 54
WITHOUT PROMOTION
04/11/2023 55
PROMOTING A POST
04/11/2023 56
STATS
04/11/2023 57
QUICK METRICS
04/11/2023 58
RESULTS
04/11/2023 59
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.
04/11/2023 60
04/11/2023 61
• 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
04/11/2023 62
04/11/2023 63
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.
04/11/2023 64
SOCIAL PROOF
04/11/2023 65
FAN ACTIVITY
04/11/2023 66
04/11/2023 67
Admin area at top of page > Edit page button > Use Activity Log
PROMOTING FAN POSTS
04/11/2023 68
• 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!
04/11/2023 69
Thank you!
twitter.com/franswaa
Let’s keep the conversation going…
Social Network Benchmark Report bit.ly/npsocial
Social Influencers Whitepaper bit.ly/npoSocialArchetype
04/11/2023 70
Questions?
NetWitsThinkTank.com Blackbaud.com/k12|