how to leverage facebook to tell your school's story

15+ ways to leverage your Facebook page: an edSocialMedia workshop at

Bishop Brady High SchoolMadeline Senkosky

[email protected]

@madelinesen // @edsocialmedia

Thank you to our sponsors

Thank you to our host!

What to expect from this session:

• How to create a new Facebook page

• Explore the admin settings

• Activate wall settings to allow conversation, including tags, photos and posts

• Create a customized url • Add an additional page

administrator • Practice navigating

between “Use Facebook as page” and self

• Post more than 10 relevant status updates (links, videos, etc.)

What to expect from this session:

• Tag, share and upload more than 20 photos. Include captions, tags, and adjusted album cover

• “Like” 10+ other pages similar to your topic while navigating as your page (add 5 featured)

• Create a spam and profanity filter

• Create an event for your page and invite friends

• Administer a poll question on your page

• Rules of thumb• Role Models

Facebook Statistics (Oct., 2011)


People on Facebook:• More than 800 million active users (up from

500 million just in June of 2011)• 50% of our active users log on to Facebook in

any given day• Average user has 130 friends• People interact with 900 billion objects


Activity on Facebook:• Average user is connected to 80 community

pages, groups and events• On average, more than 250 million photos are

uploaded each day• More than 350 million active users access

Facebook through their mobile devices.

What is a Facebook Page?

“Pages are for organizations to broadcast … information … to people who choose to connect with them.”

Note: You must create and manage a Facebook Page for your organization from your personal account.

(via Facebook.com)

Pages

v

Groups

Other Page Benefits

“Relationship-based, constituent-centered operations are the most effective way to create authentic community and engender loyalty and support for our institutions.” — Laura Moberg Lavoie, Director of Development at The Children’s School in La Jolla

(http://facebook.com/tcslj, @tcslj)

Facebook Terminology

Like


Fan a page


Page


Wall


Post


News Feed


ShareRe-share


Insights

Important Admin Controls

Administrative Control:

Appoint Page Admin control to multiple people within your school (i.e. Alumni Coordinator, Development Office, Communications Office, Head of School, Trustees)

Use Facebook as Page


• Note: anytime a Page Admin posts to their page’s wall, the message will be displayed as the Page name.

• Through the “Facebook as Page” control setting, Page Admins also have the ability to make their Facebook Postings throughout Facebook to display as the Facebook Page.

• All actions that you take while using Facebook as your Page will appear on Facebook as coming from your Page.

Notifications• If a user comments or

Likes the page’s posts, the Page Admins will be notified in the Notifications control setting.

Suggest to

Friends

• Encourage all Page Admins to suggest page– Other Admins might have

different friends

• Enlist your best volunteers and most connected constituents to recommend the page– Alumni Officers, Class

Officers, Faculty Alumni members, Giving and Communication Officers

Facebook Insights

Other Page Settings

Putting out fires

Feature “Liked” Pages

Other Page Settings & Resources:

Activity FeedComments

FacepileLike Box

Like Button

Live StreamLogin Button

RecommendationsSend Button

Make a plan to schedule, coordinate, and track

multiple posters

Start with the basic questions

Define a plan:• who is our audience?• what are we trying to achieve?• what are our resources?• who should be involved?• who needs to buy in?

(courtesy of Laura Moberg Lavoie, @tcslj)

How to create a Facebook Page:

• Be very clear about the name of your page• Be sure to name your page something recognizable• If your school has a common name, list your city and state in your page name• Name your profile something recognizable: school name + “alum,” mascot, etc.

Naming your Facebook Page:

(suggestions courtesy of Laura Moberg, @tcslj )

How to create a Facebook Page:

• If you are creating the school’s first page, select school.

• For alumni groups, sports, etc., you may want to select Education.

• By creating the page, you default to becoming the page’s administrator.

• Create the custom url for your page.

Getting Started

Add an image

Invite Friends

Tell your fans

Post Status Update

Promote this page

Facebook Essentials

I’ve created a page, now what?!?

Make it a conversation

Make it a conversation

• Get found by potential families and students• Connect and engage with your constituents• Create a community around your school• Promote other content you’ve created or plan

to create (i.e. events, photos, blogs, podcasts, livestreams, etc.)

Stoke the fire

Stoke the fire Build an online conversation:

Ask constituents for feedback and input


Tap on your resources and call on your alumni


Remember it doesn’t have to be perfectly tailored


Have a personality – don’t be too stiff/institutional


Make your presence as much about your fans as it is about your school – tag, share, respond


Respond to as much as possible as quickly as possible


Become a community manager and cultivate conversation

Stoke the fire

Share your Facebook page everywhere possibleWebsites, signatures, materials, etc.

How do your constituents consume?

News Feed

Edgerank

AffinityWeight

Timeliness

How do your constituents consume?

• EdgeRank is made up of 3 variables: Affinity, Weight, and Time Decay: – Affinity is dependent on a user's relationship with

an object in the news feed. – Weight is determined by the type of object, such

as a photo/video/link/etc. – The last variable is Time Decay, as an object gets

older, the lower the value.http://edgerankchecker.com/

Tips to increase edgerank

• Publish Objects That Encourage Interaction• Create a Forum• Make the Most of Photos and Videos

http://www.socialmediaexaminer.com/

Tips to increase edgerank

• Share links• Keep it fresh (but not too fresh)• Keep it short • Ask for help

http://www.socialmediaexaminer.com/

They will rarely come back here…

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how to leverage facebook to tell your school's story

Education

facebook terminology

new facebook page

page admins

page note

use facebook

facebook statistics

facebook insights

facebook postings