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3. Content for Facebook

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Don’t jump into Facebook until you have considered your overall communications strategy and the part FB will play

Facebook is part of the strategy, not all of it

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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.

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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

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Workshop 1

• In groups (4 or 5)• Create a list of communication outcomes

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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

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Workshop 1a

• From your communication outcomes, choose some content that will achieve the outcomes?

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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

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Monthly PlannerOutcome Content Frequency Medium

Events Event announcements

As they occur Web, newsletter, fb

Event reminders Weekly, random Newsletter, fb

Teacher Profile Teacher of the f/n f/night Newsletter, fb

Build Community Community polling random fb

Class activities f/night fb

Outcome Content Frequency MediumEvents Event

announcementsAs they occur Web, newsletter, fb

Event reminders Weekly, random Newsletter, fb

Teacher Profile Teacher of the f/n f/night Newsletter, fb

Build Community Community polling random fb

Class activities f/night fb

Kind to sponsor-ed Pay sponsor-ed bill Whenever they ask Denis’ bank account

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Ideally, you should post 2 to 3 times per week on facebook; daily is fine too. Anymore and you’ll fatigue your audience.

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I have a confession

www.sponsor-ed2.com.au

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Context

Same message, different context,

different engagement

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Facebook for schools – well good luck with that

20%

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Think about the logic

12 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

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The new communications mantra

Give it to me when I want it, where I

want it, in bite size chunks, in the

format of my choosing and if I’m

moved, allow me to save it, share it

and become part of the conversation

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Variations by content type

http://www.jamesamartin.com/social-media/when-to-post-on-facebook

Why not experiment and become the only schools that deliver content to parents when they’re more likely to absorb it

…..on weekends

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Warranwood Primary School

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Facebook is not a website or a newsletter.

What content works best?

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Facebook’s real strength is in doing what other mediums can’t do…..build community.

It’s also brilliant for reminders, celebrations, call to arms and polling…. and for linking back to your website

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Then it really went off

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128 likes38 comments

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The video (content) pushed-out through Facebook (context) has incredible engagement

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The new communications mantra

Give it to me when I want it, where I

want it, in bite size chunks, in the

format of my choosing and if I’m

moved, allow me to save it, share it

and become part of the conversation

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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

Write less

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A bunch of text, even though it contains different content, to the eye, looks like a bunch of text

Almost every post should have a picture. 72% engagement vs 9% for text only

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Schools and sporting groups interested in receiving a new website

info@sponsor-ed.com.auwww.sponsor-ed.com.au Media enquiriesDenis Massenidenis.m@sponsor-ed.com.au Technical enquirieshelpdesk@sponsor-ed.com.au

PhoneP: 1300 755 010F: +61(3) 9020 2061 Offices

MelbourneStreet Level, 700 Collins StDocklands VIC 3008

ABN: 99 132 289 895

© The sponsor-ed Group March 2013 ‘The PD for Schools Looking to Create a Facebook Page