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AHC on Social Media, Part 5: 8 Tips for Facebook Engagement

September 11, 2015

With the recent announcement that Facebook had 1 billion users online in one day, there is no question that maintaining a consistent Facebook presence should be an important part of your social media – and your overall communications – strategy. Facebook’s ever-changing algorithms and display practices, especially for public pages (as opposed to personal profiles), can sometimes make it a frustrating exercise and you should not rely on it as your only means of diffusion for important and time-sensitive news. But it still remains one of the best ways to connect with your community – and connect your community amongst itself. Its ease of use, ability to post a variety of kinds of posts and intercommunication capabilities are all reasons that even as the social media landscape continues to grow and change, Facebook should always be in your toolbox.


Facebook rewards pages for engagement – the more interaction your page receives, the more visibility it will have. To that end, here are my 8 top tips for writing posts that will inspire comments, likes and shares.


1. Write in a natural voice.

Don’t write in “press release” jargon but rather use a familiar tone. Follow Facebook’s practice of calling connections “friends” is no accident or haphazard business decision. It will benefit you to write conversationally, especially if you want your followers to converse back!

You can also take lead from the White House’s practice of using “-bo” to sign any posts or comments written by President Obama. For any posts written by your superintendent or principal, add a signature to add the personal touch and voice.


2. Clearly state your call-to-action.

If you want your followers to click a link, tell them! If you want them to show up at an event, make sure all of the details are listed clearly.


3. Be visual.

Images have a 68% higher engagement rate. Avoid using blurry, too-small or boring/clichéd stock images. Real images of your school in action or custom graphics will always yield a higher response.

Horizontal images work best on Facebook’s timeline. For more about timeline post dimensions as well as profile & cover photo dimensions, I suggest you read this article from the Omnicore Digital Marketing Agency.


4. Brevity is your friend.

While Facebook does allow for longer posts, try to keep posts – and most definitely keep any calls to action – above the “see more” link.


5. Create an emotional connection.

Use Facebook to tell success stories, put a human face on any calls-to-action and build a meaningful conversation between your community and your school’s administration.


6. Ask questions.

Want a response? Ask for it!


7. Respond to any direct message as quickly as possible.

Even if it is just to say thanks for a supportive message or to say that you don’t know the answer to their question and will follow up with a more complete answer. Comments on your page should at least get a “like” if not a reply. Show your followers you want dialog and they will respond!


8. Use full links and take advantage of the visual link preview.

While Twitter’s best practices include using shortened links due to its character limitations, Facebook user analysis shows that full links get 3x as many clicks as shortened links do.

 Allerton Hill Consulting Strategies for Best Practices on Facebook


Allerton Hill Consulting can help you craft a social media strategy that works with your school district’s core themes, that will share important news and connect you with your community on a daily basis. From finding your key messages to creating a weekly editorial calendar, Allerton Hill Consulting’s social media experts are here to help! For more information, please contact us for a consultation.

Posted in Community Outreach, Social Media
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