How To Guide: Facebook Page

Facebook is widely considered as the most popular social media network, and its popularity isn’t likely to diminish anytime soon. Actually, Facebook is the third most visited site in the world after Google and YouTube. 

To Keep In Mind When Preparing Your Institutions Facebook Page

Pay close attention to your visuals

Your page’s cover image, profile image and about section are very important. Make sure to include your website address in your about section. Use your institution’s logo as your profile picture and a suitable visual as your banner image. Remember that these two images will be positioned closely together, and might overlap, so consider the harmony between the two.

Carefully consider your settings

Ensure that you can review and approve a post in which you’re tagged by others before it appears on your Facebook wall.

Know your audience

To develop engaging posts, understand who your audience is. If you're not sure who your audience is or how to connect with them, spend some time thinking about who they are. You can also try using Facebook’s Page Insights to learn more about where they're from and the types of posts they've interacted with in the past.

If you're still trying to grow your audience on Facebook and don't have enough insights yet, try creating different types of posts. Pay attention to the engagement each post gets. Look for spikes in the number of likes, comments or shares, and ask yourself questions. Did the post ask people to take an action? Did I use a specific type of visual? Did my post contain a compelling message? There's no one solution to capture an audience's attention, but with practice, you can find tactics that work for you.

Set achievable goals for your page

These could include your amount of followers, the amount of posts you create on a monthly basis, the amount of articles or other posts you share, and more. Start small, establish a rhythm, and grow your numbers from there.

To Keep In Mind When Posting On Your Facebook Page

Posts are often the first impressions people have of your business, so make sure they attract and engage potential customers, supporters or champions. Use these best practices to reach your business goals with posts:

Keep posts simple

In general, simple posts with clean visuals are best at capturing an audience's attention. Try these tips: Keep your colour scheme clean and consistent, include recognizable images and use minimal, concise and impactful text.

Respect the brand

Always adhere to its guidelines, and the guidelines of other brands whose content you might share.

Use high-quality visuals

People are more likely to pause on, interact with and respond positively to posts with visuals that capture their attention. Every post should include visuals like images or videos. Make sure these creative assets are high quality: don't use blurry images or blurry videos, and avoid visuals that don't accurately reflect your brand or message.

Make posts actionable

Try different tactics to grab your audience's attention and drive them to take actions you care about. Share articles or blogs from your website. Provide links to your newsletter sign-up form. Ask your followers to answer a question or share their opinions in the comment section of your post. While not every post needs to encourage action, actionable posts may increase engagement and provide business value when the action is directly related to your business goals.

Pin significant posts

If you have major news or an announcement, pin the post to the top of your Page. Anyone that visits will see this first, encouraging engagement or informing them of upcoming changes or events. Make sure to keep track of your pinned post, so it doesn't become outdated. For example, if you pin a post about an upcoming sale, remove it after the sale ends to avoid confusing people.

  • Tell your story by marking your milestones
  • Connect with other businesses and groups
  • Tag individuals and organisations involved in your projects when sharing project updates
  • Share photos or videos with your message to enhance post performance
  • Don’t post too often
  • Respond to all comments
  • Show your expertise
  • Educate

Other Facebook Functionalities

Facebook stories

Stories allow you to publish short-form, off-the-cuff content that puts your brand front and centre in your followers’ newsfeeds. This essentially allows you to bypass the Facebook algorithm and grab your followers’ attention as soon as you publish a new story.

Facebook Analytics

This function allows you to regularly assess and analyse your Facebook Page’s performance.