1

Make:togetherFacebook 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 - 526 million daily 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

ANYMOREIT’S JUST PART OF HOW WE

COMMUNICATE

6

YOU ALREADY HAVE AN ONLINEBRANDOWN IT

7

So, you think you want to useFacebook?

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 OTHERCOMMUNICATIONS?

EmailPrinted material

Face-to-FaceBroadcast

Websites??

11

SOCIAL MEDIA STRATEGYVS

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 ANDSTORY (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

PHOTOSASK

QUESTIONS

GIVE YOUR AUDIENCETHE ‘INSIDE STORY’

CONTESTS, QUIZZES,AND GAMES

ANSWERQUESTIONS

29

SET SOME GROUND RULES

DO YOU HAVE A SOCIAL MEDIA POLICY?

• ALLOW AND ENCOURAGE DEBATE

• DON’T CENSOR COMMENTS – UNLESSOFFENSIVE/SPAM

• BE TRANSPARENT

• RESPECT THE LAW

• REMEMBER YOU’RE REPRESENTING YOURORGANISATION

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: WEBSITETRAFFIC

34

MONITOR EVEN MORE:CONVERSATIONS

35

AND FINALLY…

IT’S A CONVERSATION, AND IT’SCONSTANTLY CHANGING

REMEMBER IT’S ONLY ONE PART OF HOWYOU COMMUNICATE