facebook presentation for acis workshop

Facebook 101The 2011 Association of Colorado Independent

Schools (ACIS) Social Media WorkshopMadeline Senkosky

www.edSocialMedia.com@madelinesen // @edsocialmedia

What is ?

• Explores the role of social media in education

• Offers a comprehensive blog

• Facilitates bootcamps, seminars and webinars around the country

Facebook 101

What to expect from this session:• How to sign up for a Facebook Page• Tools to master the Facebook admin settings• Ideas to generate interest in your page• Explore school pages already using this

medium with great success

Facebook Statistics (June, 2011)

People on Facebook:• More than 500 million active users• 50% of our active users log on to Facebook in

any given day• Average user has 130 friends• People spend over 700 billion minutes per

month on Facebook

Facebook Statistics (June, 2011)

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

pages, groups and events• Average user creates 90 pieces of content

each month• More than 30 billion pieces of content (web

links, news stories, blog posts, notes, photo albums, etc.) shared each month.

What is a Facebook Page?

“Pages are for organizations to broadcast … information … to people who choose to connect with them. Similar to (personal) profiles, Pages … help the entity communicate and engage with their audiences, and capture new audiences virally through friend recommendations, News Feed stories, Facebook events, and beyond.”

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

(via Facebook.com)

Pages

v

Groups

Pages GroupsGroups provide a closed space for small groups of people to communicate about shared interests. Groups can be created by anyone.

Privacy: There are open, private and secret settings available to groups, making information only visible by group members, depending on your choice.

Pages allow real organizations to communicate broadly with people who like them. Pages may only be created and managed by official representatives. Privacy: Page information and posts are public and generally available to everyone on Facebook (and beyond). Facebook Pages show up in Google results.

Pages

v

Groups

Pages GroupsAudience: Group members must be approved or added by other members. When a group reaches a certain size, some features are limited.

Communication: Group messages will be shared through the personal profile of the user. Posts appear only on the group page. Members receive notifications when any member posts in the group. Groups cannot access Page Insights, growth or activity.

Audience: Anyone can like a Page, which allows them to receive News Feed updates. There is no limit to how many people can like a Page.

Communication: Page Admins can share posts under the Page’s name. Page posts appear in the News Feed of people who like the Page. Page Admins can also check Page Insights to track the Page’s growth and activity.

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, CA (@lmoberglavoie)

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 Lavoie)

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.

• Once you acquire 25 fans, you will be able to create a custom url for your page.

Facebook Essentials

I’ve created a page, now what?!?

Start with the basic questions

• 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)

6 Important Admin Controls

1. Administrative Control:

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

2. Use Facebook as Page

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

• Through this 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. For example, if Jane comments on a photo while she’s using Facebook as Jane’s Pet Shop Page, then the comment will appear from Jane’s Pet shop, and not from Jane herself.

3. Notifications• If a user comments or

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

4. Promote with an Ad

Sponsored Stories: Facebook Ads:


Sponsored Stories: Facebook Ads: • Get more distribution for

the News Feed stories published about your Page, Place or App. Always includes either a story about the viewer's friends or a story about your Facebook Page posts.

• Promote a Facebook Page, Event, App, other destination on Facebook, or your own website. You can specify a custom message and call-to-action. Relevant actions from the viewer's friends will automatically be shown to build word-of-mouth awareness.


• Allow you to define where the user lands• Include customized titles, text and images• Choose demographics, interests and location• Specify how they are connected to the page• i.e. Only target people who aren’t already fans

of the Page.


• Facebook Ads are a paid service. You have complete control over your budget. You can estimate the cost per click (CPC) or per one thousand impressions (CPM) as you create your ads. The last step when setting up an ad allows the advertiser to find the "Suggested Bid", which shows the range of bids that are currently winning the auction among ads similar to yours. You are only charged for the number of clicks you receive (CPC) or the number of impressions of your ad that are displayed (CPM).

5.

Facebook Insights

• Facebook Insights provides Facebook Page Admins with metrics around their content to help Admins understand and analyze trends within user growth and demographics, consumption of content, and creation of content.

5.

Facebook Insights

• View Insights by week, month or a tailored time period

• View New Likes, Lifetime Likes, Active Users

• View Interactions/Feedback about a specific post

• Users: active users, demographic, ages, page views and which content is being viewed (and how)

• Interactions: comments, likes, unsubscribers, post views or post interactions

5. Facebook Insights

• Administrators of authentic Pages can see data on the performance of each of their posts. Each post now displays (to Admins only) how many impressions the post has received (how many times it has been displayed to all users) and its feedback percentage, which is based on how many comments and Likes have been left on the post. Post analytics will help Page Admins to see which content better engages their followers.

6. Suggest to Friends

6.

Suggest to

Friends

• Encourage all Page Admins to suggest page

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

Officers, Faculty Alumni members, Giving and Communication Officers

Other Page Settings

Other Page Settings

Permissions:• Define what your Wall Tab shows: all posts or only

posts by page• Set your wall your landing tab (other might include

info, twitter, photos, etc.)• Admins can define whether users can write or post

content on the wall, add photos, add videos• Define a list of keywords that you do not want on your

page• Define a profanity filter

Other Page Settings

Resources:• Best practices guides to make your Page

engaging• Add relevant applications• Advertise on Facebook• Select a username• Tell your Fans

Other Page Settings

Other Page Settings

Resources:• Link your Page to Twitter• Send an Update• Pages Help Center• Developer Help• Best Practice Guide for Marketing on Facebook• Brand Permissions

Stoke the fire

Make a plan to schedule, coordinate, and track

multiple posters

Stoke the fire Share your Facebook page everywhere possible!• Websites, signatures, materials, etc.

Build an online conversation:• Ask constituents for feedback and input• Tap on your resources and call on your alumni• Begin to tell your school’s story• Remember it doesn’t have to be perfectly tailored

(some suggestions courtesy of Laura Moberg Lavoie)

Stoke the fire Build an online conversation:

• 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


Putting out fires

Analyze!

1. measure and track: Facebook Insights2. assess what you’re doing: subjectively and

objectively3. refine and experiment continuously4. seek and find allies5. share your successes!


Facebook Places

• To claim your Place, search for your business name on Facebook via the normal Search bar. At the bottom left side of your Place you may see a link that says "Is this your business?" Click on the link and you will be directed to a claiming flow. Facebook will ask you to verify that you are the owner through a phone verification process, or you may be asked for document verification. If your claim is confirmed, you will be able to admin your Place on Facebook.

Models

Schools with robust Facebook Pages today

Models

• The Colorado Springs School• Fountain Valley School• Boulder Country Day School• Gould Academy Alumni• NMH school• Proctor Academy

Thank you!Any questions?

Contact Info:Madeline Senkosky

[email protected]

@madelinesen // @edsocialmedia