1

Facebook pages that work

Liz McCarthy

Bodleian Libraries

2

Liz McCarthy

@mccarthy_liz

@bodleianlibs

www.facebook.com/bodleianlibraries

3

So, what’s it all about?

2004 - Launched @ Harvard, then to universities in the us

2006 - extended to General Public - including brands

2012 - 1 billion users

4

Join the Crowd

University of Oxford | University College | Trinity

College | English Faculty Library | OUP | Said

Business School Admissions | Music Faculty Events |

Botanic Gardens and Harcourt Arboretum | PPE |

Bodleian Libraries | Ashmolean | Faculty of Law |

oxford alumni | Oxford English Dictionary | Oxford

University Student Union | Centre for Hindu sTudies

Most importantly…

Students | potential students | researchers

press | funders | alumni

5

SOCIAL MEDIA ISN’T CUTTING EDGE

ANYMORE

IT’S JUST PART OF HOW WE

COMMUNICATE

6

YOU ALREADY HAVE AN ONLINE

BRAND

OWN IT

7

So, you think you want to use

Facebook?

Don’t panic

8

FIRST THINK ABOUT WHY

9

Define and articulate your goals

Interact with online audience

Boost awareness

Drive traffic

Learn about your community

Share information

??

10

HOW DOES IT FIT WITH OTHER

COMMUNICATIONS?

Email

Printed material

Face-to-Face

Broadcast

Websites

??

11

SOCIAL MEDIA STRATEGY

VS

COMMUNICATIONS STRATEGY

12

THE HOW

Create a page

Add info and photos

Make your timeline interesting

Add great content

Monitor

13

THE HOW

Create a page

Add info and photos

Make your timeline interesting

Add great content

Monitor

14

Choose your type

15

THE HOW

• Create a page

• Add info and photos

• Make your timeline interesting

• Add great content

• Monitor

16

MAKE IT DO SOME WORK

17

THE HOW

Create a page

Add info and photos

Make your timeline interesting

Add great content

Monitor

18

MILESTONES

19

THE HOW

Create a page

Add info and photos

Make your timeline interesting

Add great content

Monitor

20

CONTENT IS KING

WATCH YOUR AUDIENCE

WHAT DO THEY POST?

WHAT DO THEY RESPOND TO?

WHEN ARE THEY ONLINE?

21

DON’T ASSUME

FACEBOOK ISN’T TWITTER

IT’S NOT YOUR WEBSITE

ADJUST YOUR CONTENT

EXPERIMENT AND TEST

22

QUESTIONS TO ASK

DOES IT FIT WITH YOUR GOALS?

IS IT UP TO DATE?

DOES IT OFFER VALUE TO YOUR AUDIENCE?

23

EDGERANK

AFFINITY - RELATIONSHIP BETWEEN USER AND

STORY (ONE WAY)

WEIGHT - BASED ON KINDS OF REACTIONS (PHOTOS,

VIDEOS, LINKS RANK HIGHEST)

RECENCY - NEWER > OLDER

24

VIDEOS

25

PRESENTATIONS & RESEARCH

26

EVENTS

27

CAMPAIGNS

28

OTHER IDEAS?

CROWDSOURCE

PHOTOS

ASK

QUESTIONS

GIVE YOUR AUDIENCE

THE ‘INSIDE STORY’ CONTESTS, QUIZZES,

AND GAMES

ANSWER

QUESTIONS

29

SET SOME GROUND RULES

DO YOU HAVE A SOCIAL MEDIA POLICY?

• ALLOW AND ENCOURAGE DEBATE

• DON’T CENSOR COMMENTS – UNLESS

OFFENSIVE/SPAM

• BE TRANSPARENT

• RESPECT THE LAW

• REMEMBER YOU’RE REPRESENTING YOUR

ORGANISATION

30

THE HOW

CREATE A PAGE

ADD INFO AND PHOTOS

MAKE YOUR TIMELINE INTERESTING

ADD GREAT CONTENT

MONITOR

31

MONITOR: INSIGHTS

32

MONITOR MORE: LINKS

33

KEEP MONITORING: WEBSITE

TRAFFIC

34

MONITOR EVEN MORE:

CONVERSATIONS

35

AND FINALLY…

IT’S A CONVERSATION, AND IT’S

CONSTANTLY CHANGING

REMEMBER IT’S ONLY ONE PART OF HOW

YOU COMMUNICATE