Managing your school’s Facebook takes more than just pushing out content. It requires that you facilitate conversations with your followers. Learn how to engage, promote and monitor your community so that you’re building valuable and meaningful relationships that benefit both your school and its fans.

1. THE ROLE OF THE COMMUNITY
MANAGER: TURNING CONTENT
INTO CONVERSATIONS
Marisa Peacock
Making Facebook Pay Dividends
Westtown School
May 11, 2011

2. WHAT IS A COMMUNITY MANAGER?
 Brand ambassador – you cheerlead, you sing
the school song, you champion the school’s values,
traditions and successes
 Brand Monitor – you measure the pulse of the
community, what are they saying, what are their
needs, wants, likes, dislikes
 Brand Communicator – you are a primary
source of information about your school, activities,
convey important and relevant information to the
community

3. WHERE IS YOUR COMMUNITY?
 Online
 website
 online portal
 social media
 email marketing
 Mobile
 website
 social media
 email & text message
 Print
 brochures
 magazines
 newsletters

4. WHERE IS YOUR COMMUNITY?
 Online 1. Find wher
e yo ur
 website primar y targ
 online portal
et
au d ience liv
 social media es.
 email marketing
2. Use other
publishing
 Mobile
channels to p
 website ro mote
yo ur co m mun
 social media ity space.
 email & text message
 Print
 brochures
 magazines
 newsletters

5. ASK WHY FIRST
 Why do you care about your community?
 Why do you want to manage your community?
 Why is community engagement necessary?
 Why is Facebook the best tool?
 Why are you sharing?
 What are THEY sharing?
5

6. WHAT DOES YOUR COMMUNITY WANT?
 a space to share information, stories, photos, video
 a supportive place to connect with others
 a venue to ask questions, share concerns
 a place to learn about school issues, events,
activities

7. WHAT DO YOU WANT FROM YOUR COMMUNITY?
 a loyal following
 an audience with whom to share information,
events, activities
 an audience from whom to solicit ideas,
comments, testimonials
 an audience to market to

8. PUSH & PULL CONTENT
 Generate content you can use (again, and again)
 Don’t let your community content become static –
be dynamic!
 Let your community content be the voice of your
brand, school
 Push good content out: news you can use!
 Pull good content in: ask meaningful, useful
questions

9. PROMOTE YOUR FACEBOOK PAGE
 Make it easy for followers to find your page
 Share teasers via Twitter, emails, website that
entice users to “like” your Facebook page
 Include Facebook in your signature, business
cards, voicemail messages
 Write about it – blog or magazine
 Provide incentives for joining Facebook page

10. CULTIVATE FACEBOOK CONVERSATIONS
Good use of
engagement: quick,
informative,
helpful

11. CCULTIVATE FACEBOOK CONVERSATIONS
Timing is
everything! Don’t get
behind!

12. CULTIVATE FACEBOOK CONVERSATIONS
Invite others to
share their
stories – what is
the value to the
community?

13. FACEBOOK COMMUNITY MANAGER BASICS
 Be consistent: if you post events, always post
events there (don’t get lazy)
 Always monitor (sign up for text alerts when
people comment on your site)
 Always reply (don’t ignore inquiries, questions,
comments, suggestions)
 Provide incentives – add value to the
experience (what will they get here that they
won’t get anywhere else?)

14. FACEBOOK ENGAGEMENT
 Create a Facebook page for your alumni
magazine – great way to solicit story ideas,
questions, letters
 Measure fans & engagement – lots of fans
doesn’t make you engaging; set your own
benchmarks
 20% of your fans will engage 80% of the time –
cultivate them, make them feel valued, welcomed
 33% of Facebook posting is mobile opportunities
to engage beyond typical work-day.

15. FACEBOOK INSPIRATION
 ESPN www.facebook.com/ESPN
 Big Bird www.facebook.com/BigBird
 Cleveland Indians www.facebook.com/Indians
 American Idol www.facebook.com/AmericanIdol
 April 27 Tornadoes www.facebook.com/April27Tornadoes

16. THANK YOU!
 Questions, comments? Please contact me!
 @marisacp51
 marisa@cmswire.com
 www.marisapeacock.com
 www.cmswire.com