FACEBOOK GUIDELINES & BEST PRACTICES 2019 · BEST PRACTICES 2019 Archdiocese of Milwaukee...

FACEBOOK GUIDELINES & BEST PRACTICES 2019

Archdiocese of Milwaukee

Presentation by: Boelter + Lincoln

WHY SOCIAL MEDIA?

Growing Every Day

• 2.8 billion active social media users

• Approximately 81% of U.S. population have a social media profile

SOCIAL MEDIA LANDSCAPE

• Worldwide social media users is expected to grow to 2.95 billion by 2020.

SOCIAL MEDIA LANDSCAPE

• What prompts consumers to convert and engage with a brand on social media?

SOCIAL MEDIA LANDSCAPE

• Quick way to share information

• Supports variety of content: images, video, live streaming

• 2.5 billion active mobile users — ideal for on-the-go families and community members

• Opportunities to engage in conversation

• Reach prospective parents, families, and local community

SOCIAL MEDIA FOR YOUR ORGANIZATION

Transparency & Communication

WHY FACEBOOK?

• Over 1.25 billion daily active users

• 40% of Facebook users consume video content on the platform

• A go-to for news, updates, and community groups

FACEBOOK USAGE

Most Widely Used Social Network

FACEBOOK USERS

• Communicate quickly & effectively to a large-scale audience

• User-friendly, can schedule content in advance

• Create Facebook events to drive attendance

• Opens the door for conversations with audience

• Opportunity to build meaningful relationships with families & community

FACEBOOK FOR YOUR ORGANIZATION

Be Informative

SCHEDULING/POSTING

• Share blend of text, images & video (Quality vs. Quantity)

• Create a set of ground rules to set expectations and unify voice, tone & brand personality

• Post consistently (content calendar will be helpful): 3-5 posts/week

• Use Publishing Tools dashboard to schedule content each week

• Share relevant & timely content

BEST PRACTICES

Be Consistent

SCHEDULING

• Click “publishing tools”

SCHEDULING

• Click “Scheduled Posts”

• Click “Create”

SCHEDULING

• Create post: Write copy, select image or video, paste outbound link

• Schedule post for later date

SCHEDULING

BOOSTING POSTS

• Click “Ad Center”

BOOSTING POSTS

STEPS

• Click Promote

BOOSTING POSTS

STEPS

• Click “boost a post”

BOOSTING POSTS

STEPS

• Audience: select option that fits the target market your organization wants to reach

BOOSTING POSTS

STEPS

• Decide budget and duration of boost

• Endless combinations:

• $5, 1-day

• $20, 14-day

• $100, 7-day

• Define goals for the Facebook ad

• Drive event attendance (demographic)

• Increase awareness (reach)

• Test for your audience and page

BOOSTING POSTS

ENGAGING

• Always respond to comments & posts from visitors to page (unless derogatory)

• If a comment or conversation escalates, continue it offline (direct message, email or over the phone) • Safeguard Rules

• Consistent personality should shine

BEST PRACTICES

Be Present

TAG OTHER PAGES

• Tag other pages (schools, parishes, & businesses)

• Start with “@” symbol

• Begin typing page name until suggestions appear

BEST PRACTICES

REPORTING

• Facebook Insights dashboard allows for a deep dive into page & post performance

• Review post performance to determine what content is highly engaging to your audience ( what gets the most likes, comments, shares?)

• Posts that are doing well could be boosted to further amplify to community

• Check in monthly (if not weekly) to assess overall performance • Is your content resonating?

• Are you losing fans?

ANALYSIS & ASSESMENT

Review Performance Periodically

• Click “insights” tab

INSIGHTS DASHBOARD

• Review Page Likes, Post Reach

• Export Data for excel spreadsheet

• Click Posts

INSIGHTS DASHBOARD

• Review Reach and Engagement columns

POST PERFORMANCE

CONTENT CALENDAR

• Identifies timing & topics

• Living & breathing calendar

• Flexible with real-time content depending on current events or last-minute news

• Easily communicated to teams and volunteers

• Streamlines content writing and posting process

SOCIAL CONTENT CLENDAR

Social Content for Facebook

• Example

SOCIAL CONTENT CALENDAR

CONTENT EXAMPLES

Share a post from another Facebook page Facebook Event teaser. Tag other pages and people.

EVERGREEN EXAMPLES

Live Video Link Post

• Showcase behind-the-scenes moments

• Engage audiences outside of the standard feed posts

• Stories are a growing medium

STORIES

Why Stories?

• From your mobile phone Facebook app, go to the business page.

• Click the “+” on the profile image

STORIES

How to Post

• Select “create story”

• Take photo or upload content to be posted to the story. • Note; If an Instagram page

is used for the organization, Instagram Stories can be shared with Facebook Stories.

STORIES

CONTENT TIMING

• Post as needed (lunch menus, mass times)

• Spontaneous or unplanned (school/parish closings, last-minute events or projects, “breaking news”)

• Ongoing content series (teacher/faculty spotlights, volunteer efforts, quotes)

• Timeliness and relevancy is key

WHEN & WHAT TO POST

General Content

• Go to your organization’s Business Page.

• Click “event”

FACEBOOK EVENT CREATION

Events

• Begin filling in each section.

• Add photo or video as event header image.

• Name event

• Add location (business page or address)

• Description

FACEBOOK EVENT CREATION

Events

• Category

• Date/frequency (weekly meeting or one time event)

• Add co-hosts (valuable tool for working with other businesses and their pages)

FACEBOOK EVENT CREATION

Events

• Add schedule for day’s events (if applicable)

• Keywords: family-friendly, music, community

• Turn “messaging” on

• Add ticket link (if applicable)

FACEBOOK EVENT CREATION

Events

• Select appropriate “options” for the event

• Default selections (shown) are standard and best practices

FACEBOOK EVENT CREATION

Events

• Small-scale events: Create events (1) one month prior to date• Weekly groups, socials

• Post “upcoming” reminder content with event link

• Recap content: Post any images/videos in the event page only

WHEN & WHAT TO POST

Events

• Large-scale events: Create several months out• One-time fundraisers,

annual events• Images or videos during

event (if appropriate) – live stream or live update

• Recap content: Create new post showing images/videos from the event

• Reminder posts: several days to a week prior

• If holidays feature full day of events, consider building a Facebook event to include all details, times & agenda

WHEN & WHAT TO POST

Holy Days / Holidays

• Live streaming • DO: Show crowds, event spaces

• DON’T: Depict scenes where students are easily identifiable

• Filming • Use a simple tripod to stabilize footage for

showcasing events

• Only show well-lit spaces

WHEN & WHAT TO POST

Content Production

• Authenticity is key — genuine emotions and interactions

• Clear subject(s) in the photo

• Keep the background of the shot clan

• Be sure to adhere to the Safeguarding Policy when featuring students

WHEN & WHAT TO POST

Photos

QUESTIONS?

• HootSuite’s List of Facebook Statistics - And What They Mean For Your Business

• Sprout Social’s 2019 report

• Facebook Pages FAQ

RESOURCES