Featured Topic: Successful Facebook fan engagement
Facebook provides various metrics for measuring whether your fan page is successful. The two most important are:
- Fan interaction, which measures the number of times your fans post items or comment on or "like" things you've posted.
- Post quality, which is determined by the percentage of fans who interact with your page when you post new content.
On the Facebook pages for both the UW and the UW Alumni Association, topics that consistently perform well against these metrics are:
- Sports-related posts
- Campus photos
- Feel-good stories & status updates
- And Dubs! (Naturally, he has his own fan page.)
Last June, an independent company called Blue Fuego analyzed fan engagement on various university Facebook fan pages, and ranked the UW highest among universities with 20,000 or more students. This also happened to be the month that two UW sports teams won national championships.
Derek Belt, who manages UWAA's Facebook presence, offers these words of wisdom for sustaining Facebook success:
- Fans of your page don't necessarily want to know everything about your organization. It's usually a case of "Yes, I like this group. I support them."
- Don't overload fans with information; give them useful tidbits that make them feel good about their experience with your page.
- Keep self-serving posts to a minimum: I'm not going to sell UWAA memberships on Facebook. But I can make people feel more connected to the UW. That, in turn, could make our membership pitches more meaningful when they arrive in the mail or via e-mail
- Don't rely on your main Facebook page alone. For instance, I also manage Facebook pages for students, Dawg Dash participants, graduating seniors and Coach Sark supporters. These pages allow us to tailor our messaging to those fans' specific interests.
Download this printer-friendly annual snapshot of facts about the University, including student demographics, ranking highlights, the UW's economic impact and more. Coming soon: a fact sheet template (in Word) that you can customize to highlight facts about your unit.
Check out the newly posted downloadable PowerPoint templates that incorporate the latest visual brand elements, including a Block W version.
Web Site Header/Footer Wizard
There is now an online tool that helps you create a Web site header and footer that incorporates the University's brand standards and includes global navigation in a variety of colors and customizable layouts. As you move through each step, the tool generates code based on your selections and provides instructions for implementation on your UW Web site. Questions? Contact firstname.lastname@example.org.
As we announced last month, there is now a set of five UW videos that help portray what we mean by the Washington Way as well as each of the four Spotlight Opportunity areas. Soon you'll see these videos featured on the UW home page, on UWTV and at live events. We hope that you will feature them on your Web sites and in your e-newsletters also. They are available in several formats:
Question of the Month
Q: I heard that there is a viewbook being published by the University. Is it possible to get some copies?
A: Absolutely! And we have extended the ordering deadline to Nov. 24. Don’t forget, there is no cost to your unit to order them. However, you will need to fill out this order form by Tues., Nov. 24, and order a minimum of one box. Each box contains 100 copies. If you miss the deadline, you will have an opportunity later to order free copies to share with your constituents. Look for details in a future issue of Marketing Matters.
The books are slated to arrive during winter quarter 2010. In the meantime, though, you can take a sneak peek on the UW Marketing Web site. The costs for producing this viewbook are being generously underwritten by The Boeing Corporation.
Questions? Contact Sabriena Simon at email@example.com or x50280.
Got a question for next month? Send it to firstname.lastname@example.org.