Facebook Best Practices
Setting up – get your content ready!
Does my page look right?
Use the most updated College and University logo. If you don’t have one on file, contact the Office of Marketing and Communications. Fill out all the information in the “about” section. For all image dimensions on your Facebook page use this image guide.
How can I plan content?
Create a content calendar to strategically plan your messaging (e.g. plan for events and holidays). You can schedule posts for future dates using the schedule feature on FB.
Where should I look for content?
The Internet is filled with great content, but we recommend monitoring the University website and social media channels for content that you can use (events, news, homepage stories, announcements etc.). Also, make sure to LIKE other Facebook pages within our University so that you can follow their updates and share content.
Content is King!
If you want to request a post placed on the main University Facebook channel, submit your request to the marketing liason in your school or department.
How often should I post?
The average amount of posts for Facebook pages is 1-2 a day. Because facebook discourages multiple posts at the same time, make sure that posts are spread out a few hours apart.
What time of day is optimal for your post to be seen?
The best time of the day is 10 p.m. and 12 a.m. of your audience’s local time.
What day is optimal for your post to be seen?
Sunday is the best performing day and Saturday comes in second.
How much and how should I write?
Keep copy short (a few sentences) and non-technical - be concise and to the point with a friendly tone. Check out this example! Short post descriptions get by far the most interaction.
Should I use hashtags and tag other schools, offices, and/or people?
When you mention another school or person in your post you can tag their Facebook accounts. Check out this example of a post that includes a tag and hashtags. To tag: add a @ before the name of the Facebook account you want to call attention to. For example, if you want to tag Red Storm Sports write “@St. John’s Red Storm” (Facebook will auto-generate the Facebook page for you to click on). Here is a list of hashtags of University accounts.
What kind of content generates the most engagement? Below lists the top to bottom performing posts.
Photos on average generate the most amount of engagement (shares, likes, and comments). We recommend using 1:1 square dimensions for photos because they can be used for other platforms as well (e,g, Twitter and Instagram). Imagine what would stand out in the Facebook newsfeed. The photos we find work best have friendly faces, popular landmarks (e.g. SJU library, D’angelo Center, the Great Lawn), and emotional symbolic images (see this image and copy of the American flag at ground zero on 9/11). In many cases, you can use a photo with copy to tell a unique story – this format is often more effective than linking to a story. Here is an example.
Videos generate the second highest amount of engagement. We recommend using Facebook’s native video player by uploading directly instead of linking to a Youtube video. Videos that are 30 seconds to a minute long are optimal - this is just the average amount of time people spend watching single videos.
When possible and appropriate, use hashtags and tag others. For example, if your post addresses another college, make sure to tag them in the copy. (www.facebook.com/stjohnsu/posts/10153910006083126 is an examples -“NBA” and Golden State Warriors” are tagged).
3. Links (when you link out to a story)
Highlight other stories/content from the University site when possible. Keep the description short and concise. Check out this example! It really works!
4. Status updates
Take advantage of updating your audience about recent events, news, and announcements, as in this example. When appropriate use tags and hashtags.
Monitor Performance – Make data-informed decisions
How do I know which posts do better than others?
Use Facebook’s “Insight” tool to review the effectiveness of all your content. It will provide you with everything you need to know about the performance and engagement of your posts and overall page, and you can quickly download excel reports.
Source of data and graphs: How to Win on Facebook: 8 Lessons Learned From Analyzing 1 Billion Posts