Facebook is a social networking website which allows users to become “fans” of pages and followthe page’s activity, share the page’s content and interact by commenting on the posts. Pages can be
set up by businesses or organizations and used to post news, events, links, photos and video. Pagesoffer some custom usability as well.
The CMD or Corporate Comm team maintains a single Facebook page for HU. Other HU-relatedpages are maintained by other teams (such as each department). The HU page has oneadministrator who posts all the content and utilize features such as custom tabs. The page is used toshare news, events, links, photos and videos that highlight past, current and future items, as well asa look at the HU organization, such as the people and activities behind it.
The audience on the Facebook page consists of more than 24,644 fans (Mar 8th, 2012, thanks to Nat& Sha heehee), consisting of HU staff, HU students and HU stakeholders (67 percent female, andmore than 50 percent in the 25-to-44-year-old age range).
One goal of N&S(CMD) is to give HU Extension a voice or personality through the use of Facebook,offering a way for users to engage and talk back to HU. The Facebook page could be used to
showcase a “behind
scenes” look at
HU, including videos and photos of activities and events.Audience-relevant news and information is also posted or shared.
: Effort is made to quickly answer questions and provide direction to resources,
as well as actively “talk” with fans and provide feedback, comments or general conversation.
Facebook is a media-rich site, and as such, N&S makes use of the variousvideo- and photo-sharing abilities on the HU page. Videos and photos shared are either uploadedand unique to the Facebook page or linked from other sites, such as HU video site.
Custom tabs (different sections of the page) are developed and used to highlightparticular information
(e.g. “It Starts With HU” campaign). The tabs are used as landing pages for
new visitors, as well as areas to collect similar information into one resource.
Share information and links for upcoming events and activitiesor news related to the audience, both statewide and regional, as well as share information postevent.
Push media mentions:
As HU staff and experts are used as media sources, links to stories areshared to promote the brand in third party outlets.
Push store materials:
Relevant store items are promoted and linked to, usually timed to tie to anevent, news, etc.
Portions of hot topics that are relevant to the audience are promoted andshared, linking to resources and news.
Special attention is paid to share news and resources from other HUaccounts to strengthen the focus on other departments.
Community page interaction:
As community pages relevant to HU Extension are identified,attention is paid to using keywords that pushes the content out to those community pages.