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Facebook for page managers

Practical tips for Facebook page managers, particularly in higher education. Author: Inga Külmoja
by

Inga Külmoja

on 6 May 2014

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Transcript of Facebook for page managers

http://www.facebook.com/username
Promoting your page
Strategy
who is responsible
goals
target groups (
Facebook Insights
)
content
success criteria
evaluation (
Facebook Insights
)
https://siseveeb.ut.ee/sotsiaalmeedia-juhised
PRINTED MATERIALS
Timeline image
Image size: 851x315 px, < 100kB
News Feed & Organic Reach
http://socialmediatoday.com/tara-urso/2281751/your-facebook-pages-organic-reach-about-plummet
When to post?
Post types
Facebook rules for promotions
https://www.facebook.com/page_guidelines.php
E. Promotions
Benchmark & get inspired
http://blog.varsityoutreach.com/2014/02/keep-em-coming-back-most-engaging.html
Text may take up to 20% of the image size.
How often should I post?
708 USA college pages in 2013:
http://blog.varsityoutreach.com/2014/02/finding-sweet-spot-closer-look-at-post.html
http://blog.varsityoutreach.com/2014/02/a-high-level-look-at-when-and-what.html
If you interacted with an author’s/page's posts before
Other people’s reactions to a specific post
Your interaction with posts of the same type in the past
If a post or page has received complaints
http://mashable.com/2013/08/06/facebook-news-feed-works/
http://www.ragan.com/Main/Articles/45849.aspx#
http://www.7blaze.com/fannilehtede-postituste-tarbimine-voib-taielikult-muutuda
4 factors that determine News Feed content
1. Who does this page seem to be for?
2. What does this page seem to aim for?
3. What content and how often is posted?
4. What do you like about this page?
5. What could be improved?
Questions for page analysis:
Task:
Check the demographic distribution of your page fans: Admin Panel - Page Insights - People
Task:
Check the organic reach of your page's posts:
Admin Panel, Page Insights, Posts
Task:
Check what post types drive most engagement on your page:
Admin Panel - Page Insights - Posts - Post Types

Task:
Try out different options for posting a link:

1. Copy link url into the post.
2. Once a preview is generated, replace the url with the post comment.
3. Alter the link heading and description.
4. Choose a thumbnail (if available) or upload another image.
5. Limit post audience by location and/or language.
6. Check the options for boosting your post.
5. Check the options for scheduling your post.

http://mashable.com/2012/07/13/facebook-pages-tips-tricks/
Promotions may be administered on Pages or within apps on Facebook. Personal Timelines must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend's Timeline to get additional entries” is not permitted).
Promoted posts
http://mashable.com/2013/12/30/marketers-facebook-rules/
http://blog.varsityoutreach.com/2014/02/a-high-level-look-at-when-and-what.html
http://blog.varsityoutreach.com/2014/02/the-500-most-engaging-facebook-posts-of.html
The future: social web
Social media lives contextually across the website

A course description comes to life with a tweet from the professor showing today’s in-class demonstration

A page listing study abroad offerings is made more vibrant by a feed of recent photos taken by students in Spain

A list of student organization becomes more meaningful when accompanied by a feed of their Twitter accounts, highlighting upcoming performances, event photos, and competition results

A faculty bio reinforces the professor’s relevance in her field by hosting a feed of recent, topical blog posts

http://meetcontent.com/blog/reconsidering-social-media-hub/
Full transcript