Step 1: Complete Basic Information #
Finish “About” Section
The “about” section will serve as the main 2-3 sentence description for your school. It will be on your main page, so make it descriptive but succinct. Be sure to include a link to your website as well.
This is also where you can select your unique domain (that, as mentioned above, can only be changed once).
Upload Profile Picture #
Next you’ll be asked to upload a picture. This will serve as the main visual icon of your page, appearing in search results and alongside any comments you publish. While any perfectly square image will work, the recommended size is 180 x 180 pixels.
Add to Favorites #
Every individual Facebook user has a vertical navigation bar to the left of their News Feed. You can add your Business Page as a “Favorite” item here — similar to bookmarking a web page in your web browser — for easy access.
Step 2: Understand the Admin Panel #
The basic skeleton of your Business Page is now live. Facebook will ask if you’d like to “Like” your Page. Again, I recommend avoid doing so at the moment. This activity will appear in News Feeds of those you’re connected to personally to on Facebook. Without any content on the Page, we want to save that organic Timeline story for when you’re really ready for people to view the Page.
In the top navigation, you’ll see an option for “Settings.” Click that. Along the left side, a vertical navigation bar with different sections should appear. We’ll focus on three core ones now:
- Page Info: This is where you can add additional details about your business. This section will also unveil different fields based on the classification you chose in Step 1.
- Notifications: This section allows you to customize when and how you’d like to receive Page alerts. Set a frequency that fits your social media marketing schedule.
- Page Roles: Whether or not you’ll be the main manager of the Page, there may be others at your organization who need access to your Facebook Page. Here, you can invite other colleagues to make changes to your Pages. Please make email@example.com an administrator for your page. This will allow me to assist you with issues and create an app that you can use to tie your page into your school website. If you don’t do this, you’ll have to use your personal Facebook account and personal cell phone number to create an app (app creation requires both–and creating fake accounts to do this is not an option–all data will be validated by Facebook.)
Step 3: Populate your page with Content #
Now it’s time to actually publish content to your page.
The rest of your Page will populate over time as you publish more updates.
When posting on your page, just be sure to use a variety of content. You can also click the little grey arrow in the top-right corner of each post and then click “Pin to Top” to move one of your posts to the top of your Page’s Timeline for seven days.
Cover Photo #
This is the large, horizontal image that spans the top of your Facebook Page. Typically, this is a branded image to help attract people to your Page. The official photo dimensions are 851 x 315 pixels.
Step 4: Share Your Page #
Now that there’s content on the page, you can start strategically inviting users to “like” it.
- First, invite colleagues to Like your page and its content to build some initial activity.
- Second, invite supporters in your network. Encourage them to engage.
- Third, invite the general public. With some activity now on the Page, they’ll be more interested.
With content published and users invited, you can go to the “Activity” tab in your Page’s top navigation to monitor how people are engaging with your Page and content.
Step 6: Measure Your Growth #
Finally, we need to measure our efforts to ensure we’re making valuable marketing decisions on Facebook. Fortunately, Facebook has embedded in some decently helpful metrics for us to take advantage of. Simply click the “Insights” option in the top navigation to see the following:
- Overview: This tab shows a 7-day snapshot of your metrics such as Page Likes, post reach, and overall engagement.
- Likes: This tab shows your overall fan growth and losses. If you’re employing paid efforts, you’ll be able to see the breakdown of paid versus organic growth.
- Reach: This tab highlights the raw number of people your Page is reaching every day. If you notice spikes on a specific day, try cross-checking what you posted that day to see if you can replicate that reach.
- Visits: This tab indicates where on Facebook your viewers are coming from. You can see the difference in visits on Facebook Timelines, your information tab, reviews, and others.