Staff Resources » Facebook Best Practices
Facebook is the world’s largest social network, with 2.32 billion active monthly users. One in 7 people on the planet use Facebook to connect with friends and family.
While more people (including students) identify as using Facebook, that doesn’t mean Facebook should automatically be part of your department’s social media mix. The tools you decide to use will depend on your goals and audience.
Be sure to connect with the Social Media Resource Team for assistance with planning.
- Visual content is king, but don’t be afraid to experiment
Status updates on Facebook Pages don’t perform well, but photos do. Facebook algorithms will put your posts higher in newsfeeds depending on type of post (photo, video, link, text-only), but this will vary depending on how your specific audience engages with you. Typically, celebratory posts perform well, while links to third-party articles or YouTube videos tend to reach less people, and natively uploaded videos will get more engagement. Don’t be afraid to try different types of posts and experiment to find content that fits for your audience
- Help manage your posts by using the Facebook Pages scheduling feature
Be sure that you are available to monitor and respond when that post is published.
- Like other NAIT pages and share/link content when appropriate
Like NAIT pages or organizations that are relevant to your industry/program area. Consider industry-relevant articles or posts from relevant pages as shareable content on your page.
- If you plan to run a contest on Facebook, be sure you’re aware of Facebook rules around contests and promotions
Check with the Social Media Resource team on ideas for Facebook contesting.
- Be consistent with your posts
Get into a pattern and determine how often you will post. Post daily if possible, at least three times a week is recommended, but keep quality over quantity in mind.
- Use hashtags and tag other Facebook Pages
You can use relevant hashtags in your Facebook posts, though they are not as widely used on the platform. In fact, some research shows Facebook posts with hashtags sometimes gets less engagement. Consider tagging relevant Facebook Pages in your post (by starting with the @ symbol). They’re more likely to share or engage with your post if you tag them in it
- Always ask: how is this post relevant to my audience?
Keep your audience in mind when deciding what content to post and how you post it. Your Facebook posts should include captions or descriptions that mean something to your followers, and you should always try to post content that users will want to engage with (whether that’s liking, sharing, or commenting). Not all fans will see your posts in their news feeds, so the more engaging your content, the greater the reach of your post
- Consider a modest budget for promoting posts
As part of your social media strategy, you should consider budgeting around promoting posts on Facebook. As little as $5 to $50 a week is enough to ensure more people see and engage with your posts
- Track your stats, measure engagement
Use Facebook Insights to determine the best time to post (based on when your fans are on Facebook) and to help keep track of engagement – total post reach, likes, comments, and shares.
- Don’t automate/cross-post to Twitter or other platforms
You can connect your Facebook to Twitter. This is meant to make sharing easier, but from a business perspective, it does a huge disservice to your audience. You should always think about tailoring photos, captions, and social media posts to the platform by which you’re posting because depending on the platform, what photo you pick, how you phrase, or even how many hashtags you end up using, will change, and audiences will have different expectations.
- Facebook Stories
Essentially a more visual way of sharing. Facebook stories are fairly new and are only recently beginning to gain traction by users. Similar to Instagram Stories, Facebook Stories allows for users to post to a new type of timeline utilizing images and videos. Found as soon as you enter the Facebook app, users can upload content or capture content directly from the app. Additionally there is an option to upload content from desktop allowing for the sharing of more polished content. Anyone can use Facebook Stories, just be creative and try what works best for you. Some tips would be: trying out the filters, applying stickers, creating a poll to engage your friends, tagging your location, using different fonts. The possibilities are endless.
- Post a Comment Policy
You should post a comment policy on your page or group. Feel free to use this one:
Welcome! This is your community and we encourage you to engage with us and fellow fans. We just ask that you are respectful and keep your comments relevant and factual. Please ensure the content you post here complies with NAIT’s Social Networking Best Practice Procedure (pdf) and Facebook’s Statement of Rights and Responsibilities.
We reserve the right to delete comments that do not comply with NAIT or Facebook policies and procedures and to ban users from posting to our page. In particular, please do not swear; “post unauthorized commercial solicitations (such as spam)”; “bully, intimidate, or harass any user”; “post content that is hateful, threatening, pornographic, or that contains nudity or graphic or gratuitous violence”; or “do anything unlawful, misleading, malicious, or discriminatory” on this Facebook page.
While employers, organizations, and community members are welcome to post job and volunteer opportunities on this page, please note that we do not review these postings, nor necessarily endorse them and we disclaim all liability to any parties that rely on such posts.
Facebook encourages users to “Report” links when they find abusive content.
Community-contributed content on the page is the opinion of the specific author and does not represent NAIT.