Facebook for Workforce: Best practices from WFS CameronPresented by:
Luciana Morales, MPPM – Community Engagement & Communications Manager, SWK Workforce
Manuel Morales – Communications Specialist, SWK Workforce
Overview
1. Background on Cameron County2. Facebook 1013. Best practices for Organic Growth
1. Knowing your audience
2. Creating quality content
Storytelling
#WorkforceWednesday
#SuccessSaturday
Video
Better design
3. Being responsive
4. Constantly evaluating
4. Sources5. Q&A
Case Study: Workforce Solutions Cameron’s Facebook Page
About Cameron County
Southernmost county in Texas and the United States
Population: 423,908
County seat: Brownsville, TX
Large Spanish-speaking population
Most popular social media platform: Facebook
Social media
landscape in the Rio
Grande Valley
Jobseekers / customers: Facebook
Local media, other agencies, Workforce offices: Twitter
Companies, recruiters: LinkedIn
Youth: Instagram, Snapchat, Musically, TikTok
Facebook usage in the RGV:500K - 600K monthly active people
What you should know about Facebook
Likes:
Visible indication of popularity
50 53 89 106
81 90 59
34
95 50
86 92
405 409 365
443
0
50
100
150
200
250
300
350
400
450
500
New Page Likes
FB new page likes - Monthly Growth
(1,200)
(1,000)
(800)
(600)
(400)
(200)
0
200
400
600
800
1,000
Reach changes
Average Post Reach
Reach is the number of people who received impressions of a Page post.
Reach:More important than page likes
0
20
40
60
80
100
120
140
Apri
l-16
May
-16
June
-16
July
-16
Augu
st-1
6
Sept
embe
r-16
Oct
ober
-16
Nov
embe
r-16
Dece
mbe
r-16
Janu
ary-
17
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-17
Mar
ch-1
7
Apri
l-17
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-17
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-17
Average PostEngagement
Average Post Engagement
Engagement is when people perform actions on your Page, i.e. post clicks, likes, shares and comments.
Engagement:More important than reach
The Facebook Algorithm
It controls the ordering and presentation of posts, so users see what is most relevant to them.
It changes over time!
Most engaging content
#1 video
#2 photo
#3 giveaways
#4 links
#5 coupons
Best time to post
Best Practices for Organic Growth
on Facebook
Based on our 2-year experience and research
1. Know your audience
Who are they?
What kind of content do they prefer? What do they ignore?
What type of images do they like?
Page Fans 10/31/2019*City NumberBrownsville, TX 4,280 Women 71%Harlingen, TX 1,600 Men 29%San Benito, TX 636Matamoros, Mexico 294Los Fresnos, TX 211McAllen, TX 175 Cameron County 7,016San Antonio, TX 138Houston, TX 129Edinburg, TX 114La Feria, TX 99Weslaco, TX 90Corpus Christi, TX 58Rio Hondo, TX 54Austin, TX 53Santa Rosa, TX 52Raymondville, TX 49Mission, TX 45Mercedes, TX 38Pharr, TX 36Port Isabel, TX 31Laredo, TX 31Dallas, TX 28South Padre Island, TX 24Donna, TX 21Lyford, TX 19Fort Worth, TX 18San Juan, TX 16Sebastian, TX 16El Paso, TX 15Reynosa, Mexico 12Lubbock, TX 11Kingville, TX 11Baytown, TX 11Rancho Viejo, TX 10Santa Maria, TX 10Alamo, TX 10Olmito, TX 9New York, NY 9Ciudad Victoria, Mexico 9Midland, TX 8Elsa, TX 8Pasadena, TX 7Tampico, Mexico 7San Diego, CA 7Denton, TX 6
50%
19%
7%
3%
2%
2% 2%2% 1%1%1%1% 1%
1%1%
1%
1%
0%0%
0%
0%0%
0% 0%
0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%
WFS Cameron FB Page Fans Location
Brownsville, TX
Harlingen, TX
San Benito, TX
Matamoros, Mexico
Los Fresnos, TX
McAllen, TX
San Antonio, TX
Houston, TX
Edinburg, TX
La Feria, TX
Weslaco, TX
Corpus Christi, TX
Rio Hondo, TX
Total WFS Cameron likes: 9,187 (10/31/2019)
Women71%
Men29%
WFS Cameron FB Page Fans
Do you know who’s your primary audience on Facebook?
Insights / Posts
#2 Craft quality content
Not all your posts have to be transactional/conversion posts, i.e. attend this event, register for this program, donate for this cause.
Provides valueRelevantAccurate
Tell stories
What is it like to work at your organization?
What is it like to go through your programs?
#WorkforceWednesday
• Started in May 2017
• Despite initial apprehension from staff, this weekly content soon became the unofficial “employee of the week”.
• Sizable reach and engagement:
Many likes
Positive comments
Shares from friends and happy customers
Tip: Tag other organizations involved to expand awareness.
Ran out of people to profile? There’s always a story waiting to be told!
#SuccessSaturday
• Started in 2017
• Brings sense of pride to the customer, their families, and the staff that works with them
• Relatable stories are more likely to spark the interest of the community
• Sizable reach and engagement
Use video
Better design – less is more
Overcluttered, lack of font consistency, text-heavy, clipart, non-transparent logos, etc.
Hierarchy, contrast, clarity, easy-on-the-eye, not text-heavy.
#3Be responsive
Every comment, message, or share is a sign of interest and engagement. Use these opportunities to expand awareness, inform, clarify misconceptions, and maintain a dialogue with your customers/jobseekers!
Customer service 101: listen to your customers, ease their experience.
Address criticism in a timely manner too!
Tip: Set an automated reply and make sure to follow up!
Tip: Acknowledge those who spread the word about your posts!
#4 Keep monitoring and evaluating
Post consistently but not too
often!
“If you post too infrequently, your audience will forget that you exist and you will quickly fade into the deep dark recesses of their minds. However, if you are posting too often, you will become a complete nuisance and they will dread seeing your posts overcrowding their feed.”
-Neil Patel, social media guru
WFS Cameron Social Media Calendar 2017-18
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Hot Job of the Day Hot Job of the Day Hot Job of the Day Hot Job of the Day Hot Job of the Day #SuccessSaturday
Mobile Lab Daily Visit Mobile Lab Daily Visit Mobile Lab Daily Visit Mobile Lab Daily Visit Mobile Lab Daily VisitSoft Skills/Job Readiness
Workshop RemindersMobile Lab Tomorrow's Visit
Mobile Lab Tomorrow's Visit
Mobile Lab Tomorrow's Visit Mobile Lab Tomorrow's Visit
Mobile Lab Tomorrow's Visit
Hiring Event Reminders Hiring Event Reminders Hiring Event Reminders
#TuesdayTip #WorkforceWednesday #ThursdayThought #MyDreamJob
WFS Cameron Social Media Calendar 2018-19
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Mobile Lab Calendar for the Month Hot Jobs of the Week #WorkforceWednesday #MyDreamJob #SuccessSaturday
Hiring Events in BulkSoft Skills/Job Readiness Workshop Reminders
How often should we post?
Once a day = optimal
Maximum twice a day
Sources
U.S. Census Bureau – Quick Facts: Cameron County https://www.census.gov/quickfacts/fact/table/US/PST045218
Social Media for Nonprofits – Trends & Opportunities, by Alex Garrido, UTRGV Director of Digital Marketing & Analytics. Presentation for the Texas Association of Mexican American Chambers of Commerce. Feb. 2019.
RGV Social Media Summit 2018.
Social Media for Nonprofits, by Christ Tuttle. 2016 Neighborworks Conference.
Neil Patel
The Social Media Examiner
BuzzSumo , Sprout Social
Hubspot
Venngage, Design Pickle
Workforce Solutions Cameron’s internal tools.
