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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.
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THE ROLE OF THE COMMUNITY
MANAGER: TURNING CONTENT
INTO CONVERSATIONSMarisa Peacock
Making Facebook Pay Dividends
Westtown School
May 11, 2011
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
WHERE IS YOUR COMMUNITY?
Online website online portal social media email marketing
Mobile website social media email & text message
Print brochures magazines newsletters
WHERE IS YOUR COMMUNITY?
Online website online portal social media email marketing
Mobile website social media email & text message
Print brochures magazines newsletters
1. Find where your primary target audience lives.
2. Use other publishing channels to promote your community space.
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
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
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
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
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
CULTIVATE FACEBOOK CONVERSATIONS
Good use of engagement: quick, informative, helpful
CCULTIVATE FACEBOOK CONVERSATIONS
Timing is everything! Don’t get
behind!
CULTIVATE FACEBOOK CONVERSATIONS
Invite others to share their stories – what is the value to the community?
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?)
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.
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
THANK YOU!
Questions, comments? Please contact me!
@marisacp51 [email protected] www.marisapeacock.com www.cmswire.com