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