Everywhere we look today, new social media channels are popping up. Some with more merit than others, some which might die out as a fad. There is one which has remained strong since its early beginnings, and that is Facebook. Despite the whispering among some of the younger generations that Facebook is “dead”. The truth is that it is still alive and kicking and being used daily by billions of people.
Remember, while working on a social media marketing strategy, Facebook is one of the most used and easiest platforms for educational institutions. It allows you to reach current and potential students at key intervals in their journey with your school. Start with integrating user-generated content (which has been made by your students) to further improve engagement.
If you are unsure where to start, below we provide some helpful advice on how to use Facebook.
Think About Your Audience
Most people assume that the age group using Facebook is young. Truthfully, it is used by both old and young generations. Which your school will need to take into account when creating content. The key users, visiting your school’s Facebook page, will most likely be the parents of current and potential students. More than likely, some older students will also visit the page. Thus you will need to tailor your social media marketing strategy to meet the needs of all audiences.
Create a Facebook Business Page
Firstly, after thinking about your audience, you should create a Facebook Business Page for your school, which is different from a personal profile. To create a Business Page, you will need to have a personal profile first, and your Business Page should focus on your school and not have anything personal relating to you or your staff. The age should be named after your school and should include all important details, as well as accurate contact and address details.
Consider Content Carefully
While your school is, in a way, your “business”, your audience will not see it in this manner. Meaning that the content you post should be more newsworthy than focusing on sales. You will also need to think about how often you post. Too little and you will lose engagement, too often and you will be seen as “spammy”. Post three times a week, using the best posts from your website. Share fun stories and activities that have taken place during the week to gain engagement on your Facebook page.
Craft a Content Calendar
Once you have thought about the type of content you would like to share, you should move on to creating a content calendar. Without this, you will not be sure what to post and when. The content on your Facebook page needs to be cohesive, to not confuse your audience. You could plan to have one day per week which highlights academic achievements, one for sporting awards, and one where you share fun news from students. Sticking to this plan will ensure your school’s vision, mission, and voice remain the same across all platforms.
Remember To Post Regularly
It is best practice to post regularly, and for some, posting once a day (or 5 times a week). It is the best option while for others, posting once every three days is better. The key is to post regularly so that your Facebook page is continually engaging and interesting. Because you are a school, arguably the best time to post your content is around 3 pm. This is when both your students and parents will be able to use social media. You could try testing out different times which might work.
Read And Respond To Reviews
Social media marketing can be highly beneficial to your school, and one aspect of this is reading and responding to reviews. It is good practice to monitor your Facebook page to see both positive and negative reviews. You will need to respond to both negative and positive reviews constructively. Try to answer questions with private messages in case sensitive information is involved. Remain objective when responding to reviews, as becoming too emotional could backfire.
Stay Social
While thinking that your school does not need to use social media, it is an ideal solution for reaching your audience. Facebook might seem like a confusing platform, but it is simple and easy to use. Start by thinking about your audience and creating a business page. Then move on to considering your content and creating a content calendar.
Posting regularly and responding to reviews can help to increase engagement on your Facebook page. Need any help with a content marketing strategy? A new website for your school? Feel free to contact the Edumedia team today to find out how we can help you.