June 2010

A guide to managing your alumni through Facebook

The world according to Facebook

• More than 400 million active users

– who spend more than 500 billion minutes per month on Facebook

– and 70% of whom live outside the USA

• The average user connects to 60 pages, groups and events

– and creates 70 pieces of content each month

– which they share with their 170 friends (on average)

Why engage with your alumni?

• Keep in touch with people you spent resources training & developing– They might want to come back some day

• Create advocates of existing and former employees– How you treat ex employees speaks volumes about your HR practices

• Encourage alumni generated content– Their advocacy will help recruitment and retention

• When asked why they used social networks:– 74.3% wanted to find old friends;– 47.9% wanted to join a group; and– 29.9% wanted to make contacts for work reasons.

• Connect the dots – Where have your people gone to?– What have they been able to achieve with your training?

Source: Wave.4 UM

5 tips for your Facebook alumni strategy

Engage with an active Wall

Tip One• Alumni will not engage in conversation unless you talk to them first

– Look for dialogue not monologue

• Ask questions, pose problems and elicit comment• Trust your current staff to engage with your alumni• Create an alumni group that your alumni will actually relate to• Track the results and vary your style where you need to• Engage with:

– The written word;– Photography; and– Video

Use photos and a large profile photo

Tip Two

• The web is no longer a text based medium

• Over 76% of social network users have uploaded photos

• Tag people and places in photos if you can– They will appear on alumni’s Walls and be easier to find

– Many Facebook users have alerts set to notify them of new photos which will drive traffic

• Make sure your profile picture is large and distinctive– Give your alumni something significant to associate with

– Your brand will help your alumni trust the Page/Group and its content

Source: Wave.4 UM

Use video

Tip Three

• The web is no longer a text based medium– We like to read, watch and listen to our web content

• 83% of active internet users watch video online– 33% of social networkers have uploaded video to their network

• Nearly 32% of content producers would rather produce video

• Facebook is the 3rd largest provider of streaming video on the web – Video is becoming an all pervasive part of the web experience

Source: Wave.4 UM and Neilsen VideoCensus

Encourage alumni generated content

Tip Four

• User generated content is as simple as encouraging the posting of:– Video or photography

• Over 76% of social network users have uploaded photos

• 33% of social networkers have uploaded video to their network

• Use polls to encourage engagement and announce the results– Repost relevant and interesting information

– Get creative - Use Google maps to show where your people have moved to

• User generated content will make your Page/Group more appealing

• People like to hear from other people

Persevere

Tip Five

• Don’t forget about your new Page/Group

• Look for feedback and create discussions

• Get involved and stay engaged

• Use your welcome page to genuinely welcome people– Use customised, friendly, welcoming and directional graphics

• And ideally, try to give your alumni something they can’t get anywhere else!

10 example alumni communities

NYUUSA university

10,186 fans on FacebookBest feature:

Uploaded fan photos

NYUUSA university

10,186 fans on FacebookBest feature:

Uploaded fan photos

Click to visit NYU page

AccentureConsultancy

5,846 members on FacebookBest feature:

Creating job opportunities

AccentureConsultancy

5,846 members on FacebookBest feature:

Creating job opportunities

Click to visit the Accenture group

MicrosoftSoftware giant

3,357 fans on FacebookBest feature:

The wall engaging fans

MicrosoftSoftware giant

3,357 fans on FacebookBest feature:

The wall engaging fans

Click to visit the Microsoft page

Daemon GroupMarketing agency

54 members on FacebookBest feature:

Arranging reunions!

Daemon GroupMarketing agency

54 members on FacebookBest feature:

Arranging reunions!

Click to visit the Daemon group

We know, apologies, we couldn’t resist

BHP BillitonResources giant

1,205 members on FacebookBest feature:

Access to current and former staff

BHP BillitonResources giant

1,205 members on FacebookBest feature:

Access to current and former staff

Click to visit the BHP Billiton group

WoolworthsFormer UK retail giant

4,122 members on FacebookBest feature:

The quality of the Discussions

WoolworthsFormer UK retail giant

4,122 members on FacebookBest feature:

The quality of the Discussions

Click to visit the Woolies group

Flight CentreTravel retailer

2,108 members on FacebookBest feature:

Engagement with wall and photos

Flight CentreTravel retailer

2,108 members on FacebookBest feature:

Engagement with wall and photos

Click to visit the Flight Centre group

Southwest AirlinesUS budget carrier

Unknown fans on FacebookBest feature:

Closed, but shows you can

Southwest AirlinesUS budget carrier

Unknown fans on FacebookBest feature:

Closed, but shows you can

Click not to visit the Southwest group

FedExGlobal logistics

2,075 fans on FacebookBest feature:

Personality through graphics

FedExGlobal logistics

2,075 fans on FacebookBest feature:

Personality through graphics

Click to visit the FedEx page

Powered by OrangeUS university

9,342 fans on FacebookBest feature:

Google Maps mash up

Powered by OrangeUS university

9,342 fans on FacebookBest feature:

Google Maps mash up

Click to visit the Oregon State University page

Click here for more informationDownload our guide to building your HR strategy in Social Media