A Facebook fan or group page is essentially a Facebook profile an institution creates to share and receive information from users. There is a difference between a "page" and a "profile." Units should not be "people" on Facebook and need to determine whether a fan page or group page is most appropriate.
The key uses of Facebook include:
- Sharing experiences. Showcase all Fisher College of Business programs, services, students, and faculty involvement with the community and each other.
- Brand exposure. Promote the brand and provide unique opportunities to highlight offerings in a viral way. Increase the awareness and reach of educational programs, intellectual contributions, and student experiences. Tell the Fisher story!
- Inspire participation and conversation. Connecting and engaging with new and existing audiences… students, faculty, and interested people from the general public.
- Support a safe online community. Facilitating decent conversation and communications that reflect the values and image of Fisher College of Business and The Ohio State University.
Before starting a Facebook page, you’ll need to:
- Check with the Office of External Relations.
Determine whether the use of FCOB's central Facebook Fan Page is a better channel for your unit's purpose: facebook.com/FisherOSU
- Establish a clear role and goals for your page.
This will help you determine which posts are effective and which posts are better left off your page. Facebook pages are not meant to be a replacement of a website or a place to copy the same information from a website. Facebook is meant to be more interactive and "in-the-moment;" in addition, Facebook pages are not foreseen as the "authority" in representing an organization. The official website carries this credibility.
- Identify at least two administrators.
FCOB requires two staff and/or faculty administrators for all official FCOB group Facebook pages. If an administrator leaves FCOB for any reason, that administrator is required to find a replacement or contact the Office of Marketing and Communication. Administrators have the ability to post on behalf of the unit, when logged into his or her personal account. Be conscious about this when posting and/or responding.
- Create the fan or group page.
The college will help create and set up your page and apply admin rights to the identified administrators. Pages will be named so that Ohio State and/or Fisher are recognized in the page name. Note: once a fan page is named it can never be changed. Be sure everyone is 100 percent confident and decided on the name.
- Choose a profile photo.
The Facebook profile photo/graphic appears on your profile page and on all posts made to your own page or another page. Consult with the Office of External Relations to have a profile photo/graphic created.
- Are content creation pipelines and procedures established? What tabs will the page have?
In order to sustain a Facebook presence, content must be fed to Facebook. Often this can be done by linking other content creating systems and processes, like RSS feeds. Text, photos, videos, and audio creation processes must be determined before proceeding, which will also guide the creation of tabs in the fan page. It is recommended to limit the number of tabs to six (6), in order to eliminate the need for a "more" arrow. Keep tab names short.
- Complete the setup process with the Offices of External Relations and Information Technology Services.
These central offices employ full-time professional staff that are experts in setting up and maintaining web marketing efforts. There are many items to consider and integrate to streamline content entry and dissemination.
Use the guidelines and chart below to understand your fans and postings:
- Develop quality posts.
- Be timely, courteous, and accurate with your posts. Check your facts with multiple sources before posting. Use the chart below for ideas, and reference the social media comment and response protocol when engaging in conversations with other users.
- Maintain a professional voice.
- Always create posts that uphold the best interests of FCOB. Be sure to check the spelling and punctuation of your posts. Be open about who you and your group are, and correct mistakes if you make them. Remember, you are representing both your department/office and the University, so it is important all posts remain professional and accurate. That doesn’t mean you can’t add personality to your posts. Just be sure they follow University and legal guidelines.
- Cross-promote whenever possible.
- Keep your posts short and to the point, and direct users to more information on your unit web pages or the official FCOB website. If content doesn’t exist on one of these sites, contact the Office of Marketing and Communications at firstname.lastname@example.org for assistance.
- Refrain from political statements and affiliations.
- This includes unofficial sponsorships, promotions, and endorsements of entities and products.
- NEVER disclose non-public information about FCOB.
- Never post any copyrighted or other intellectual property rights of others.
- This pertains to all copyrighted material, including (but not limited to) copy/pasted text, music, video, and software.
- Do not use social media for any illegal activity
- Or any other activity that does not represent FCOB's best interests.
- Refrain from behavior that interferes with the rights of others and the duties of FCOB.
- Do not use profane, obscene, or abusive language, including racial or ethnic epithets.
- Do not harass users
- With deliberate, repeated behavior that is intimidating, hostile, offensive, or adversely impacts FCOB social media users.
- Contact the Office of External Relations with questions.
|FACEBOOK PAGE OWNER||WHAT TO POST||WHO’S YOUR FAN?
|Departments & Research Centers
Use page to promote events and news, share thoughts, and connect with members and industry professionals.
|Department news, links to a department subsite and the FCOB website, department events, intellectual insights and contributions, etc.
|External Relations *
Use page to manage relationships, promote events and news, share thoughts and comments - and raise money.
|Donor appreciation, financial support options, alumni or donor related news, events, and links to the FCOB or department website.
|Marketing and Communications *
Manage relationships, share thoughts and comments, promote events, and manage crisis communication.
|FCOB initiatives, links to the FCOB websites, events and crisis plans, press releases, announcements, events, news, highlights from all college units, etc.
||Current students, parents, alumni, prospective students, faculty, staff, donors, media and the community.
Manage relationships, promote University life, provide customer relations, and yield students.
|FCOB student life, links to applications and enrollment, events, news, statistics, admissions updates, and the FCOB website.
* These areas are usually treated as one as part of the college's central and primary Facebook page representing the college as a whole. The Office of Marketing and Communications is the lead with other units contributing content.
Individual units will work out basic processes as part of the process to implement the social media tool. It is strongly encouraged that additional processes and responsibilities are documented within the unit for communicating content and with regard to how posting and moderating decisions are made.