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3: Content for Facebook

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Part 3 of 7 parts.
Presented by The sponsor-ed Group
Seminar: The PD for Schools Looking to Create a Facebook Page: March 2013

Publicado en: Educación
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3: Content for Facebook

  1. 1. 3. Content for Facebook 1
  2. 2. Don’t jump into Facebook until you have considered your overallcommunications strategy and the part FB will play Facebook is part of the strategy, not all of it 2
  3. 3. A communication strategy begins with outcomes – In this modern age of communications, once the strategic outcomes have been developed, you then work on the content and context that will achieve your communication goals. 3
  4. 4. Outcomes• Shift negative performance perceptions• Raise teacher profile• Celebrate successes• Acknowledge volunteers/recruit• Promote events/reminders/key dates• Educate• Grow parental involvement in child’s education• Sponsor support 4
  5. 5. Workshop 1• In groups (4 or 5)• Create a list of communication outcomes 5
  6. 6. Outcomes vs Content• Shift negative performance perceptions – Promote naplan results and comparative scores• Raise teacher profile – 1 teacher per f/night; promote capabilities & personality• Celebrate successes – Weekly sports results – Community service 6
  7. 7. Workshop 1a• From your communication outcomes, choose some content that will achieve the outcomes? 7
  8. 8. Tip• When constructing your communication planner, determining the best medium will be influenced by content that needs to be archived and content that’s more disposable.• Examples – A ‘spirit builder’ on fb doesn’t need to reside on your website – A reminder is a perfect use of fb, with the event residing in your website’s calendar 8
  9. 9. Monthly PlannerOutcome Content Frequency MediumEvents Event As they occur Web, newsletter, fb announcements Event reminders Weekly, random Newsletter, fbTeacher Profile Teacher of the f/n f/night Newsletter, fbBuild Community Community polling random fb Class activities f/night fbKind to sponsor-ed Pay sponsor-ed bill Whenever they ask Denis’ bank account 9
  10. 10. Ideally, you should post 2 to 3 times per week on facebook; daily is finetoo. Anymore and you’ll fatigue your audience. 10
  11. 11. I have a 11
  12. 12. Context Same message, different context,different engagement 12
  13. 13. Facebook for schools – well good luck with that 20% 13
  14. 14. Think about the logic12 million usersVisit multiple times per dayAve session 23 minutesIt’s what our DNA can handleIt’s freeYou can build communityParents will bump into your content 14
  15. 15. The new communications mantraGive it to me when I want it, where I want bite size chunks, in the format of it, in my choosing and if I’m moved, allow me to save it, share it and become part of the conversation 15
  16. 16. Variations by content type Why not experiment and become the only schools that deliver content to parents when they’re more likely to absorb it …..on weekends 16facebook
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  20. 20. Warranwood Primary School 20
  21. 21. Facebook is not a website or a newsletter. What content works best? 21
  22. 22. Facebook’s real strength is in doingwhat other mediums can’t do… community. It’s also brilliant for reminders,celebrations, call to arms and polling…. and for linking back to your website 22
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  25. 25. Then it really went off 25
  26. 26. 128 likes38 comments 26
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  28. 28. The video (content) pushed-outthrough Facebook (context) has incredible engagement 28
  29. 29. The new communications mantraGive it to me when I want it, where I want bite size chunks, in the format of it, in my choosing and if I’m moved, allow me to save it, share it and become part of the conversation 29
  30. 30. Write less Facebook content summary• Consider your overall communication strategy – list your comm’s outcomes – list the content that will achieve your aims – determine the best medium to deliver the content • consider archival and disposable content – consider publishing frequency – Build your monthly comm’s planner• Understand facebook’s strengths – building community, reminders, celebrations, call to arms and polling 30
  31. 31. A bunch of text, even though itcontains different content, to the eye, looks like a bunch of textAlmost every post should have a picture. 72% engagement vs 9% for text only 31
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  34. 34. Schools and sporting groups Phoneinterested in receiving a new website P: 1300 755 010 F: +61(3) 9020 OfficesMedia enquiries MelbourneDenis Masseni Street Level, 700 Collins Docklands VIC 3008Technical ABN: 99 132 289 895 © The sponsor-ed Group March 2013 ‘The PD for Schools Looking to Create a Facebook Page