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Skidmore College
Communications & Marketing

Facebook Page—Best Practices

Have you determined that your department or office needs a Facebook Page using this guide? If so, please consider the following for best practices while administering and building your Page. 

  1. Configure your page's settings to allow more participation. The ability to build community is essential in order to have a return on your investment (ROI) when using social networking sites, and you can't build community on Facebook if you don't allow your Likers to participate on your page. This will mean that you are going to have check your page more regularly for rogue comments, but that is a small price to pay for increased community participation and ROI.

    To allow maximum participation on your Facebook page, go to "Settings" on the home view under the "General" tab and: 
  • Page Visibility :: Page published 
  • Visitor Posts :: Anyone can publish to this Page
                          Anyone can add photos and videos to this page
  • Tagging Ability :: Other people can tag photos posted on my Page
  • Country and Age Restrictions :: Page is visible to everyone 
  1. Use your organization's logo as your profile picture. Your organization's logo (a.k.a. avatar) has never had more value than it does in the era of Web 2.0. People recognize your logo on Facebook, Twitter, YouTube, etc., first, and your organization name second. Make sure the use of your logo/avatar is consistent on all your social networking profiles. Pick something fun and engaging for your cover photo. Dimensions for the Facebook profile picture are 180 x 180 pixels and for the cover photo, 851 x 315 pixels. Rotate the cover photo occasionally based on strategic priorities/initiatives.

  2. Ask questions to spark conversation and activity on your page. Facebook pages were designed to inspire comments and likes. A good strategy to increase activity on your page is to pose questions in Status Updates. People will then reply with answers on your page, giving it more dynamic, community-driven look and feel. Remember to answer their questions and "like" their responses to further increase engagement.

  3. Add “Like” or “Share” boxes to your website. To grab a Like Box, login as an admin to your Facebook page and go to Edit Page > Resources > Use social plugins. On that page you can grab code for a widget that you can embed on your organization's website or blog that will display the status updates on your Facebook page, thumbnails of your Likers, as well as a "Like" button.

  4. Have more than one administrator for your page. Protect your organization by making sure that you have at least two staff as admins for your Facebook page. If a staff person or volunteer leaves, and there isn't a second person named as page admin, then you have essentially lost access to your Facebook page and your hundreds/thousands of fans. Having additional administrators allows for a dynamic, robust content flow. Think about employing an editorial calendar to ensure content isn’t duplicated and everyone is aware of what’s being posted and when.

  5. Add other social media tabs to your page. Integrating social media outlets such as Twitter, Instagram and YouTube onto your page further diversifies content and gives your audience more opportunities to engage. Cross-promoting your social media channels can also boost your audience numbers.

  6. Limit your status updates to one or two per day. Any more than this and users “unlike” or hide your status updates from their feeds. You can get away with two per day if you post early in the morning and in the afternoon. Any more than that and the law of diminishing returns kicks in.

  7. Ask fellow staff, board members and volunteers to regularly give thumbs-up and post comments. The News Feed on the Facebook Home has two versions: 1) Top News and 2) Most Recent. All status updates from Facebook pages show up in the most recent version. Only status updates with five or more thumbs-up and comments show up in the Top News version. Thus to increase your organization's presence in the top news feed, ask fellow staff, board members and volunteers to regularly give thumbs-up and post comments. This will also help inspire your Likers to get more active on your page. Please note: Five is a low guesstimate of Facebook's mysterious news feed algorithms. Sometimes is takes five comments.

Tips for Improvement

  1. Spend time building out and cleaning up the timeline. Add photos and other milestones to highlight events, awards, etc. Hide the less popular events from the timeline and highlight those with high response rate to clean it up a bit.
  2. Scheduling and editing posts can save you a lot of time! To edit posts, click on the pencil icon in the right-hand corner of each post. To schedule posts select “schedule” from the drop-down menu next to “Publish.”