Social Networking Sites
Facebook is the most widely used social networking site. Facebook is great to use for building relationships and for having ongoing communication with fans, as well as a place to share video and photography, event invitations, and as a customer service tool.
RECOMMENDED PAGES FOR USE:
Page: Facebook Pages allow organizations, businesses and brands to communicate broadly with people who like them.
Group Page: Groups provide a closed space for small groups of people to communicate about shared interests.
For more information on the differences between fan pages and group pages go to: https://www.facebook.com/help/?faq=155275634539412
Several organizations on campus have had success obtaining more Facebook fans through running an ad. For a list of best practices for advertising on Facebook go to: https://www.facebook.com/business/goals
- Apps - Facebook apps such as photos, videos, events, etc. are displayed at the top of your Facebook page. Carefully choose which apps to display since there is only space for four apps to be displayed without expanding. Facebook has Photos set as your first app, but the administrator can choose the other three. It’s a good idea to choose apps that support your distinctions if possible. For example, if you are focusing on global dimensions, consider placing an app focused on maps and the places around the world where you or your followers have been.
- Cover Photos - A large cover photo (850px wide and 315px height) acts as a masthead above your Facebook page. Use this space as an opportunity to highlight what is happening with your school, college, etc., and pictures that strategically support who you are. Change your cover photo often to give your page visual variety. A good rule of thumb is to follow the seasons. As an example, the TCU Facebook page will use student move-in pictures in August and holiday pictures in November/December. Keep the profile photo the same because this picture is the one that will be pictured alongside your entries on your Timeline or in response to fans’ questions. Use your official logo for this profile photo.
- Milestones - Timeline gives us a unique opportunity to share our history with users. Create Milestones on your timeline to highlight important events within the history of your school, college, etc.
- Pin to Top - To keep posts at the top of your timeline, click on the “Edit/Remove” button and select “Pin to Top”. This will keep your post at the top of your page for 7 days or until you “unpin” it.
- Highlights - To highlight a post, click on the “Highlight” or star button to make the post take up both columns on the timeline.
- Boost Post - Boosted posts appear higher in News Feed, so there’s a better chance your audience will see them. You set the price for how much you want to spend.
- Post content no more than three times per day and at least twice a week. If multiple posts are required, try to give each post room to breathe.
- Facebook administrators can ‘favorite’ pages. Make sure to only favorite official TCU pages.
- Schools, colleges and departments should make the TCU – Texas Christian University main page a
“favorite page” on their site. The University will favorite official University sites.
- Post photos and videos whenever possible since this type of content gets consumed most. Keep videos to less than three minutes.
- To feature posts on the TCU Facebook page, contact Amy Peterson at x4993.
- Posted content must be reflective of the organization’s thoughts, not the administrator’s.
Twitter is a mirco-blogging site and is best used for brief updates. The site, which allows only 140 characters per post, is perfect for live event coverage and as a customer service tool. Links to photos, photo galleries, or videos, move quickly on Twitter due to the high number of postings. Followers can sign up for tweets via an RSS feed.
- Try to limit tweets to five per day. At minimum, tweet at least two times per week.
- If there are multiple tweets, post them 30 minutes apart to make sure each tweet has room to breathe (exceptions to this would include live event coverage).
- A re-tweet is a repeat of something said on Twitter. For example, if someone tweets about how great your program is, re-tweet it!
- Use the @username (i.e., @tcu_athletics) when re-tweeting or referring to other members and @TCU when referring to TCU
- Follow followers, but check each profile to prevent following spammers or solicitors.
- Use Twitter to tweet live during events such as updates on what a speaker is saying or posting photos during the event.
- To categorize entries, use the hashtag - #. For example, during football games all updates ended with #gofrogs so followers could quickly find the latest score.
- When creating a hashtag that connects with a campaign, discuss the strategy with your MKC account exec.
TCU’s YouTube page is divided into playlists representing TCU’s schools and colleges, and other categories such as facilities and student affairs. To discuss the feasibility of a new playlist, call Amy Peterson x4993.
- Keep videos between 1-3 minutes long, and ensure that the content promotes reputation-defining qualities.
- TCU will review all videos before posting to the TCU YouTube channel to determine the appropriateness of the submitted video.
- Unless a group is producing more than two videos a month, it is unnecessary to start a YouTube channel apart from the TCU YouTube channel.
- Contact Amy Peterson x4993 to post videos to the TCU YouTube channel.
Apps allow people to get information on their iPhone or other smartphone. TCU’s iPhone app launched in July of 2009.
- TCU has invested in a suite of apps. All TCU iPhone apps must be part of the TCU suite.
- Contact Director of Website and Social Media, Victor Neil, x5218 with inquiries for building an iPhone app.
Flickr is great for sharing multiple photo galleries. It may be better to use Flickr as opposed to Facebook if the main purpose is to share photos, and not personally engage the audience.
- Link to Flickr from Facebook or Twitter to allow people to download photos.
- Post photos from events to the site.
- Create event specific photo albums or school, college or department-wide photo albums
Blogs are best used if your group has a lot of information to share that can be formatted as a story. Subscribers of a blog can comment and sign up for an RSS feed. Social media administrators must be responsible for responding and monitoring blog comments.
- Should have at least one blog entry per week.
- Responses to comments should be made quickly.
LinkedIn is best used for business networking and posting events.
To run an ad on LinkedIn, read through their list of best practices: http://partner.linkedin.com/ads/bestpractices/index.html?utm_source=li&utm_medium=el&utm_campaign=bpcs4015
Pinterest is an online visual bulletin board, where you can “pin” up pictures of just about anything. You can categorize your pins into different boards, and “repin” other people’s material.
- Categorize Your Boards: You can categorize any of your boards into one of 32 existing categories on Pinterest. This will make your boards easier to navigate and also easier to find by Pinterest users. Consider your distinctions and what makes you unique and build boards to support those distinctions. For example, the TCU Pinterest account has boards focused on resident life, study abroad, school spirit and Fort Worth.
- Follow Other Boards: You don’t have to follow all of a user’s boards; You can choose which boards you want to follow, so irrelevant pins don’t pop up on your stream.
- Repinning is one of the most social activities on Pinterest and it’s how any user really builds his/her network of followers.
Instagram is a photo and video sharing site that allows you to add filters and effects to make your images more beautiful.
- Post photos that users can’t see anywhere else - behind the scenes or a sneak peek.
- Connect your Instagram account to your social networks to let your followers know you’re on Instagram.
- Tell your story through images. Be authentic about the content you share and you will build genuine connections with your followers.
*If there is a social networking site that you don’t see listed here, please contact Amy Peterson x4993 to discuss the best way to use the application.