Let’s Not Shame Higher Ed For Using Facebook Ads

This week The Chronicle of Higher Education published an article that read like an expose. The juicy topic? Colleges using application information to target Facebook Ads to students through its Custom Audiences platform. The official tweet for the story read, “Colleges are engaged in ‘the same practices that these Russian operatives used’ to influence the […]

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Higher Ed Social Media Metrics

Most social media managers want to make a snazzy monthly, quarterly, or annual report to communicate the results of their program to the campus community. But, what should you include on the report? Common metrics I’ve seen included are fan/follower counts, reach statistics, and engagement rates. While these are easy to access, I don’t believe […]

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5 Reasons to Export Facebook Insights

This post was originally written for the Higher Ed Experts Faculty Voices series. As a member of the faculty, I teach Social Media Measurement for Higher Ed, a 4-week online certificate course to help higher education professionals improve their ability to quantify their social media efforts. Do you rely on the Facebook Insights dashboard, or […]

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Manage Your Facebook Page in 2 Hours per Week

If you’re cautious about maintaining a Facebook page because of a potential drain on resources, here are some quick tips that will allow most campus departments to manage their Facebook page in only two hours per week. Develop a notification & response procedure If you’re constantly interrupting your other work to check your Facebook page […]

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Facebook Organic Reach Drop May Not Affect All Pages

Social media marketers have been talking about Facebook reach for years. This week, however, their conversation took on a bit more urgency, thanks to Friday night’s Facebook announcement and a blunt blanket statement from Forrester Research that brands are wasting money by dedicating resources to the network. My first reaction was to ignore this conversation, […]

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Why This Social Media Strategist Doesn’t Worry About Job Security

While browsing LinkedIn this evening, I came across A Requiem for the Social Media Specialist. It’s one of many posts this year that have proclaimed that most everyone with “social media” in their job title will be looking for a job sooner than they realize. It seems that these articles have increased proportionately with the social […]

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Do You Know When Your Facebook Fans Are Online?

This is a very short post, because it really doesn’t need much explanation. The Facebook page I manage targets current and recent college students. If you work in social media marketing, you have probably been told that this population is using Facebook less and less. While I’ll diligently watch these trends, the data I’m seeing […]

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Stop Complaining About Your Facebook Reach & Start Creating Content For Your Fans

It seems like Facebook page managers have been complaining about declining organic reach forever (well, it’s probably only been a year or so, but that’s forever in social media terms). Every once in a while I get in a debate on Twitter and take the position that it’s brands’ fault for creating crappy content to […]

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Gather Round, Solo Social Media Professionals!

On Sunday, March 9, 2014 over 75 people gathered in a conference room at South by Southwest Interactive. They were there to talk about one thing: what it feels like to be alone. No, it wasn’t a group therapy session. Everyone in the room was a solo social media professional—working on their own to manage […]

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Why Colleges Should Still Use Facebook Despite Declining Teen Usage

I’m going to come right out and say it: I don’t think the reported decline in Facebook use by teenagers is anything that marketers & communicators should be seriously concerned about. While we’ve been talking about this for months, this particular diatribe was sparked by a blog post included in the daily email of a […]

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