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Make:togetherFacebook pages that work
Liz McCarthy
Bodleian Libraries
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Liz McCarthy
@mccarthy_liz
@bodleianlibs
www.facebook.com/bodleianlibraries
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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
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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
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SOCIAL MEDIA ISN’T CUTTING EDGE
ANYMOREIT’S JUST PART OF HOW WE
COMMUNICATE
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YOU ALREADY HAVE AN ONLINEBRANDOWN IT
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So, you think you want to useFacebook?
Don’t panic
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FIRST THINK ABOUT WHY
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Define and articulate your goals
Interact with online audience
Boost awareness
Drive traffic
Learn about your community
Share information
??
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HOW DOES IT FIT WITH OTHERCOMMUNICATIONS?
EmailPrinted material
Face-to-FaceBroadcast
Websites??
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SOCIAL MEDIA STRATEGYVS
COMMUNICATIONS STRATEGY
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THE HOW
Create a page
Add info and photos
Make your timeline interesting
Add great content
Monitor
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THE HOW
Create a page
Add info and photos
Make your timeline interesting
Add great content
Monitor
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Choose your type
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THE HOW
• Create a page
• Add info and photos
• Make your timeline interesting
• Add great content
• Monitor
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MAKE IT DO SOME WORK
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THE HOW
Create a page
Add info and photos
Make your timeline interesting
Add great content
Monitor
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MILESTONES
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THE HOW
Create a page
Add info and photos
Make your timeline interesting
Add great content
Monitor
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CONTENT IS KING
WATCH YOUR AUDIENCE
WHAT DO THEY POST?
WHAT DO THEY RESPOND TO?
WHEN ARE THEY ONLINE?
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DON’T ASSUME
FACEBOOK ISN’T TWITTER
IT’S NOT YOUR WEBSITE
ADJUST YOUR CONTENT
EXPERIMENT AND TEST
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QUESTIONS TO ASK
DOES IT FIT WITH YOUR GOALS?
IS IT UP TO DATE?
DOES IT OFFER VALUE TO YOUR AUDIENCE?
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EDGERANK
AFFINITY - RELATIONSHIP BETWEEN USER ANDSTORY (ONE WAY)
WEIGHT - BASED ON KINDS OF REACTIONS (PHOTOS,VIDEOS, LINKS RANK HIGHEST)
RECENCY - NEWER > OLDER
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VIDEOS
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PRESENTATIONS & RESEARCH
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EVENTS
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CAMPAIGNS
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OTHER IDEAS?
CROWDSOURCE
PHOTOSASK
QUESTIONS
GIVE YOUR AUDIENCETHE ‘INSIDE STORY’
CONTESTS, QUIZZES,AND GAMES
ANSWERQUESTIONS
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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
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THE HOW
CREATE A PAGE
ADD INFO AND PHOTOS
MAKE YOUR TIMELINE INTERESTING
ADD GREAT CONTENT
MONITOR
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MONITOR: INSIGHTS
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MONITOR MORE: LINKS
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KEEP MONITORING: WEBSITETRAFFIC
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MONITOR EVEN MORE:CONVERSATIONS
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AND FINALLY…
IT’S A CONVERSATION, AND IT’SCONSTANTLY CHANGING
REMEMBER IT’S ONLY ONE PART OF HOWYOU COMMUNICATE