Find your school's Voice: Facebook Bootcamp
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Transcript of Find your school's Voice: Facebook Bootcamp
Find your school’s voice:Facebook Bootcamp
at Stuart Country DayMadeline Senkosky
@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
Facebook Statistics (Oct., 2011)
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.
Pages
v
Groups
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)
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
Facebook Terminology
Fan a page
Facebook Terminology
Page
Facebook Terminology
Wall
Facebook Terminology
Post
Facebook Terminology
News Feed
Facebook Terminology
ShareRe-share
Facebook Terminology
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
Use Facebook as Page
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
Putting out fires
Putting out fires
Putting out fires
Putting out fires
Putting out fires
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:
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
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
Stoke the fire Build an online conversation:
Tap on your resources and call on your alumni
Stoke the fire Build an online conversation:
Remember it doesn’t have to be perfectly tailored
Stoke the fire Build an online conversation:
Have a personality – don’t be too stiff/institutional
Stoke the fire Build an online conversation:
Make your presence as much about your fans as it is about your school – tag, share, respond
Stoke the fire Build an online conversation:
Respond to as much as possible as quickly as possible
Stoke the fire Build an online conversation:
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)• Ask for help
http://www.socialmediaexaminer.com/
They will rarely come back here…
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