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Best Practices: Facebook


Best Practices for Facebook

Facebook is one of the main social media platforms used by departments at WKU. It is a great place to publicize events, share photos, and relay news. Facebook Pages enable longer, more meaningful conversations with users, and analytic data ("Insights") built in to each Page provides managers a wealth of information. Use this page as a guide to maintaining your department's Facebook Page.

Before you start posting, make sure you've considered your...

Goals: What do you want to achieve?

Every post should have a clearly identifiable goal or purpose.  Ask yourself what are you trying to accomplish by posting this item.

Audience: Who do you want to reach?

Who is your audience and what are the chances they will see or engage with your message? Different audiences use different social media tools in unique ways. Consider the age and gender of your demographic when choosing which media will best suit your post/campaign. Facebook Pages are a great place to engage with non-traditional students, adult learners, parents, and alumni.

Timing: When is the best time to post?

Is your post regarding a date-specific event? Time of year, time of day, and frequency are important things to consider. If you are promoting an event, you don't want to put it out there too soon, too late, or post too often.  Again, different audiences consume social content in different ways, so you will want to be sure to put your message out there when they have the highest likelihood of seeing and engaging with your message. Check Facebook Insights for your page to see when your fans will most likely see your message.

Visuals: How can you engage your audience?

Posts that include photos or visuals are FOUR TIMES more likely to be clicked on and viewed! Include relevant, quality images with your posts to enhance audience engagement with your posts.

Voice: How do you portray your department?

Keep things light & positive online. This includes language you use and the way you put yourself out there. Will your visitors understand your insider jargon or be offended by posts you intended to be humorous? Remember, at WKU we have many audiences.  Students, alumni, parents, donors, news media, fans, even community leaders.  Is your message appropriate for all of those audiences? Offer customer service and address customer needs, but know when to take a more serious conversation (or a conversation that may violate FERPA) offline. 

Facebook Image Sizing Information

  • Profile Picture: 180 x 180
  • Cover Photo: 851 x 315
  • Shared Image/Link: 612 x 612*

Facebook recommends a range of other sizes for shared images/links. However, we've found that using images sized to 612 x 612 enables cross-platform sharing without adjustments and a unified message.

Embedding a Facebook Page into Your Website

Embedding a Facebook Page Feed into your website is a great way to enable visitors to visit and interact with your Facebook presence without having to leave your site. Facebook's Developer Page has detailed instructions on setting up such a feed. Additionally, Web Services is always available to assist. 

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 Last Modified 10/12/15