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Best Practices For Engaging With Facebook

Description of Platform

  • A visual and event based platform used to share and connect with friends, family and community
  • Gives you the most character counts

Target Demographics

  • Millennials and up – Gen Z are not as active
  • Most popular demo is 35+

How to Measure Goals

  • Impressions
  • Video views
  • Likes, follows and comments
  • Reach

Best Practices for Posting

  • Facebook’s algorithm requires special attention
    • Pay money, post frequently specific to your audience
  • Use embedded video rather than sharing links to 3rd party video platforms
  • Utilize Facebook Live video (but only if you have a good reason to go live)
  • Every post should have some type of media - photo or video
  • When using a link, populate the link and then remove the link from the text
  • Not the platform to post once a day unless you have the content and engagement to justify it. If posting daily, wait at least 4 hours between posts so as not to oversaturate the feeds of your followers.
  • Check analytics and post when your audience is active
  • Don’t duplicate your Twitter and Instagram posts on FB; your users are savvy
  • Strike a balance between original and 3rd-party content (shares, etc.)
  • Tag pages relevant to your posts (use discretion when aligning with brands outside of higher education)
  • Add closed captioning to videos so that they are accessibility compliant.
  • All posts should be proofread/get a second opinion
  • Use hashtags if you want them to be searchable

Content that does not belong

  • False/misleading content