The CoSIDA New Media/Technology committee collaborated on this social media article, and discuss the pros/cons of the athletic department Facebook page. The article was written by Chris Syme, Committee Chair, in conjunction with the commitee members.
We all struggle with that department Facebook page. We've got it set up, we're posting our stories, links, pictures...and nobody is commenting. What's up with that? Creating engaging content on Facebook pages involves more than just posting links to website stories. How do we find that allusive formula for success? Is there a one-size-fits-all?
Recently, the CoSIDA New Media/Technology Committee put their thoughts together on the subject with the intention of sharing some ideas about what works and doesn't work on Facebook.
But there is a caution: one size does not fit all. We can talk about tactics all we want, but the answer is really (drum roll)-- strategy first. Sorry, if you're looking for a magic formula, there isn't one. But if you are looking to increase the engagement level and the number of followers on your Facebook pages, we have some strategic advice.
1. If you just want a Facebook page that creates inbound marketing for your website, and fan engagement is not a priority, then posting links to web stories is fine.
Not everybody has the time to create a community of chattering fans on Facebook. Nor do they want to. For example,
Ben Taylor at the University of Illinois reports that they are using Facebook strictly to drive news. They have over 25,000 fans and are strategically using the page as a news face. They don't use their page for polls, promotions, or contests, but strictly as a news and events reminder location. With a heavily invested fan base, their posts usually solicit a few general comments from fans. Coaches and student-athletes do not post on the department's page.
This solution to Facebook is pretty low maintenance and works for a lot of schools. It still requires diligent monitoring to get rid of trolls and a regularity of posts your fans can count on.
2. Fan engagement requires you to think about what is important to your fans and asking for their input.
Bill Smith at the University of Arkansas reports that their chief strategy is to report the news, but to ask for input from fans. Frequently, a "call to action" will appear on a post on their page asking for fan input. Smith is also not shy about asking fans to be brand ambassadors.
"Asking fans to act on our behalf in other social mediums is the most successful -- using a social medium to achieve a social result, and it only costs them time," Smith said.
On social media strategy, Smith adds, "The most important strategies are creating engagement copy within the messages and finding the correct frequency. Throwing out an offer is ignored as quickly as any pop-up ad -- in fact it is more offensive because it is seen as direct marketing spamming. Asking questions or making the same offer into opinion drivers is different. The second is that repetition of key messages isn't as intrusive as it seems -- the medium is not static. To get in front of the end user requires repetition, but again it must vary enough to not appear as spam."
3. Facebook can fill a niche role, if done correctly
The NAIA is an example of an organization that is using Facebook for a specific strategy.
Amanda Dahl, (NAIA Director of Sports Information and Media Services) reports that the NAIA has decided to use the social giant as a resource for NAIA players, past and present. Their Facebook page info link states, "PlayNAIA on Facebook is the community to support players through their entire college sports experience - determining eligibility, discovering schools, connecting with coaches and learning why an NAIA school may be the perfect choice for you."
Given these constraints, Facebook pages can function not only for departments, but also for booster organizations, student-athlete services, or other arms of the department.
3. Above all, you just need a plan.
Facebook can feel like shooting in the dark. It can be frustrating. But it is, above all, a process of experimentation. You don't know what will work for your fan base until you try it. Quit what doesn't work and try something else. But patience is a virtue. If you build it, they will come. Just remember, start with a strategy that includes editorial content, frequency of posting, and add a posting policy. The posting policy will give your fans a guideline about what is acceptable and what you will delete (hate speech, etc.).
As a side note, don't get in the habit of deleting posts that don't speak well of you. If you have an aversion for that, I suggest you start a page similar to what Illinois has done, and be happy with that strategy. If fan engagement is more what you want, I would follow a model more like University of Arkansas (Arkansas Razorbacks) or University of Wisconsin (Wisconsin Badgers).
I want to close with two important words:
editorial calendar. After you find what frequency works for you and what types of posts create the most engagement, I would work on getting an editorial calendar together and plot out a couple weeks worth of Facebook posts.
This can be done on a spreadsheet or via a Google or Outlook calendar. That way, reminders will pop up and the content will already be formed. This has been especially effective for me when adding to the event calendar area. I would also keep a folder of pictures for Facebook events. There is a function on each event to upload a photo and I would assemble a collection on stock photos you can use for each sport that you will post an event for.
4. Incorporate your daily social media tasks into your routine.
One of the most frequent concerns I hear is from people who are overwhelmed with the new time commitment social media requires. An engaging Facebook fan page requires diligence, but it shouldn't add work to your already-busy day. There will be an initial time commitment, but after that period has passed, it can easily fit into your regular online routine.
I would suggest scheduling a daily time block (maybe even two--one in a.m. and one in late p.m.), where you do all your web-oriented tasks that are not related to website maintenance (news posting, roster updates, etc.). Most of us are already there--we spend a lot of time online looking for info or looking at news and video. Streamline your day by scheduling that time and slide your social media tasks into that slot.
If you find you're spending too much time at it after the initial set-up period, cut something away. Efficiency statistics show that you will get more done if you schedule tasks and not just "take them as they come." Much of our day is "take it as it comes" as a communications professional, but we need to guard a couple blocks a day to do internet-related tasks.
Don't get sidetracked. It's so easy to start reading links and get off on a tangent when you get online. Get your tasks done first. I've found myself answering my email and then getting off track reading blog posts. I finally decided that I have to answer all the email first and then go back during my online time and read the news and blogs I get through email. That is a separate time block for me. If I answer email and read newsletters and blogs at the same time, I never get through my email.
I have my day scheduled according to my energy level. I do tasks that are burdensome during high energy times and schedule personal online time during times of the day when I have low energy (usually 3 p.m. or during personal time in early a.m.). That way, I don't have to slog through less favorite tasks at low energy times.
Social media doesn't have to be an add-on. It can be a smoothly integrated part of your already-busy day. It takes some work up front, but the benefits of being engaged in real-time far outweigh the hard work up front.
Good luck and, as always, email me with questions. I'll pass them on to the group.
Chris Syme, chair of the CoSIDA New Media/Technology Committee, can be reached at
2cksyme@gmail.com. Catch her blog at
www.cksyme.org and follow her on Twitter at
www.twitter.com/cksyme.