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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
