Keep up with other schools on Facebook

If you didn’t already know, there is a handy feature inside your Facebook page admin section that allows you to watch other school pages and see how many new “likes” they are receiving each week.

This can be a good indication for you as to how you are progressing with Facebook pages and give you some insight into what other schools and universities are doing to get high engagement on their page.

It’s really a clever marketing tactic by Facebook. You’ll notice at the bottom of the expanded section they have included a subtle notice about advertising on Facebook. “Want to keep up? Create an ad to get more likes.”

Advertising on Facebook is relatively new to schools, but I think we will see an increase in ad spend by schools on various social platforms. From the ads I have created on Facebook for schools so far, the results have been very positive. So much demographic targeting power for schools, it’s amazing.

How to create a School Facebook Page

Facebook is the largest social media platform in the world right now and there’s a 90% chance your desired audience is using it. A Facebook page is a great way for schools to connect with their students, parents, grandparents, alumni, and other community members. A page is a public profile for your school. There’s no need to setup an individual user account for the school and deal with friend requests. A page lets users simple “like” your school and follow your updates in their news feed. If you would like to learn more about how to market your school on Facebook then check out the Facebook Marketing For Schools webinar on

How to create a School Facebook Page PDF Download

A. Goto and click on ‘Create a page’ link at the bottom.

B. Click on ‘Company, Organization or Institution’.

C. Select ‘Education’ in the drop down list.

D. Next, (1) Enter the school name, (2) Check the check-box, and (3) Click ‘Get Started’.

E. Sign-in with your existing Facebook account or sign-up for a new account.

(1) Sign-in with already existing facebook account email/phone and password, and then click ‘Log In’. (2) If not, create a facebook account first by clicking ‘Sign up for facebook’.

If you need to sign up and click ‘Sign up for facebook’ on the previous page, fill in your details on the page that appears and hit ‘Sign up’.

F. Now, set up your page by filling in all requisite details.

(1) Add a clear description of your school,
(2) Add your school website,
(3) and (4) Check the questions asked, and
(5) Click ‘Save Info’

G. Set-up your school page’s profile picture.

To upload the picture, (1) Click ‘Upload from computer’ or ‘Import from website’ as per the picture location. After uploading, click ‘Save Photo’. To put this up later, you may simply click ‘Skip’.

H. Add to favorites for easy access and regular news feeds.

To easily access your page and get regular news feed on your page, click ‘Add to favorites’. To skip this step, click ‘Skip’.

I. Advertise your page if desired.

To avoid this or do it later, click ‘Skip’. To advertise your page straight away, set-up a payment method by clicking on ‘Add payment method’.

J. Add a cover photo to the page.

Click on ‘Add cover photo’. Now click on ‘Upload photo’ and select the image file you want to upload.

K. Click on ‘Update page information’ to give details of your school.

L. Add all essential details. Click on ‘Edit’ next to a topic, add detail, and then click ‘Save changes’.

You may always view the edited page by clicking on ‘View Page’ on the top right.

Example: Editing ‘Phone’.

Click on ‘Edit’ on extreme right in the ‘Phone’ heading.

Next, (1) Enter the phone number, and (2) Click ‘Save changes’.

Do in the same way for all important headings.

M. Click on ‘Settings’ to edit page settings.

Select appropriate settings for the listed categories.

The important ones include ‘Posting ability’, ‘Post visibility’, ‘Messages’, Tagging ability’, ‘Age restrictions’ and ‘Replies’. This enables to maintain the professional look of your page and discard inappropriiate user posts.

N. Add administrators to moderate your page by clicking ‘Admin Roles’.

To add admins, click on ‘Add another admin’.

1. Type admin’s name or email in the text box,
2. Set admin role by clicking on ‘content creator’, and
3. Click on ‘Save’.

Repeat these steps for multiple page administrators.

After all changes, view your page by clicking on ‘View Page’ on top right.

O. Build your audience by inviting contacts.

To build your audience, click on build audience in the admin panel and then invite your Facebook contacts, invite your email contacts, or share page.

P. Post (1) Text, (2) Images/Videos, and (3) Offers/Events on your page.

Get started now!

For more information on Facebook marketing for schools visit

Four Facebook Marketing Tips That You Can Use To Attract More Students to Your School

The current trend for most Australian schools is to embrace social media, especially Facebook and Twitter. This is because through social media, there is direct communication and connection to both parents and students. Research shows that over 45% of internet users go to Facebook daily. The same research also shows that the daily average time that is spent by these users on Facebook is 23 minutes. Given these impressive stats, you can exploit the powerful nature of this social media tool to attract more students to your school.

Through Facebook, schools can effectively market the curriculum they offer both to the students and to their parents. Another good thing with constantly being plugged on social media is that it keeps you in the know. You are aware of what activities the scholastic competition is involved in. Having the right information is important in staying ahead of the competition.

4 Tips to Create an Effective Facebook Page


There is nothing more important in your school’s Facebook page than the content. Take note of the fact that potential students do have varied concerns and interest, which means that the content you provide on the site has to be varied, as well as relevant, to meet the different interests.

• Consider including video and photo content for the simple fact that images are more effective than text.
• The school also needs to have a frequently updated blog. Make sure that you share the blog posts on your Facebook page.


Your Facebook page should give visitors a sense of what your school is like. This is achieved by effectively sharing the school’s history. Make your page a learning portal that is unique, a place where future students will be able to learn more about the academic courses that your school offers, extracurricular activities, athletic programs and other important things your school offers.


Ask your fans to “like” your page. The more “likes” you have, the better. The following are the categories of people you should target:

• Successful alumni
• Potential applicants
• Influential individuals in the Australian education system
• Media contacts, current students and parents

Facebook has a tool, called the Facebook friend finder, which you can use to search for friends.

Promotion and enlargement

Merely creating a Facebook page should not be your only goal. On your school’s website, you can include a Facebook button, after which you are supposed to request visitors to your website to ‘like’ the Facebook page of your school. Join relevant groups and participate in their discussions. You can seek assistance from inbound marketing agencies to help you gain more from your web presence.


A school’s website is very important because it acts as the public face of the learning institution. Not only does your web presence need to be visually appealing, but more importantly, it needs to offer useful information to students and parents. In case you are looking for new ways of increasing enrolment, social media marketing is what you need. It is a very influential and powerful way of reaching out to alumni, existing students, their parents, and future applicants.

How to Craft Perfect Posts for Facebook, LinkedIn & Twitter

Social media experts have a tendency to compare the effectiveness of difference social media networks. You will hear them talk of Facebook VS Twitter, Twitter VS LinkedIn or LinkedIn VS Facebook. However, if you need to reap the benefits of social media as a marketing channel, you must integrate your social media efforts. You should form an alliance between the 3 social media giants, perfect your way of posting on each of them and improve communication.

Facebook best practices

According to Facebook, there are 1500 possible stories that are filtered through on the news feed of the average Facebook user. However, only 20 per cent of these make it to the user news feed. You can use some best practices to ensure that your content is included in the 20%.

(1) Removing long links from copy

You must ensure that any message you write can spark the attention of the reader. Remove long URL’s you intend to share from your post. Facebook can add a special snippet underneath the post instead of it showing in the update. It is possible for the user to click on the generated title or thumbnail for the URL to navigate to the webpage, blog post or any other URL that you may be trying to link to.

(2) Using photos over links

If possible, a visual should be used to promote the message you intend to send out.

(3) Making use of optimal image upload sizes

Ensure that all visuals uploaded can fit in the specific dimensions allowed by Facebook for posts.

(4) Repositioning your timeline photos

If you can’t find an image that fits the dimensions specified by Facebook or you intend to use the same image across the three channels, you do not need to worry. To optimize the positioning of the image on your timeline, click on the light arrow appearing on the post’s upper side. Choose “Reposition Photo” to adjust the photo’s position using the resulting cursor. Click on the blue “Save” button.

Other recommended practices to craft the best posts on Facebook include:

  • Highlighting horizontal photos
  • Posting to your timeline before album
  • Keeping link titles under 100 characters
  • Keeping your post copy succinct

Best practices for LinkedIn

LinkedIn suggests that there are over 3 million companies including schools with LinkedIn Company Pages. They also indicate that 87% of users trust LinkedIn as a source of information that affects their decision-making. You can use some best practices to ensure that your content is among the trusted sources.

(5) Using shortened link in copy

You can use services such as HubSpot or to shorten your link and paste the URL into the body of your updates.

(6) Rallying around one post

Instead of updating your LinkedIn account several times in a day, try engaging your audience using one post. When you promote that one post, you increase the number of clicks, likes and comments.

(7) Sharing marketing offers

When compared to Facebook and Twitter, LinkedIn is more effective in lead generation. However, you should strike a balance between content and marketing offers.

(8) Engaging in groups

A favourite feature for LinkedIn users is the LinkedIn Groups. After having a page post for your school, spend the rest of your time allocated to LinkedIn engaging in group discussions. Try to be genuine and do not spam the group.

(9) Using the LinkedIn announcement feature

To boost your lead generation, a powerful tool to use is the LinkedIn announcements.

Twitter best practices

According to Twitter, a billion tweets are sent within one week. You must ensure that your tweet is noted amongst all that noise.

(10) Keep your tweets short

When you keep your tweets short, it becomes easier for users to retweet. Also, studies suggest that the tweet sweet spot is usually between 120 and 130 characters.

(11) Include twitter handles

When sharing an article, stat or quote from another school, include the school’s handle in the tweet. This will increase their chances of seeing the tweet and retweeting it to their audience. When your content is shared, there are high chances of increasing your following.

Other twitter best practices include:

  • Understanding mentions VS replies
  • Using hashtags judiciously
  • Avoid forcing trending hashtags
  • Incorporating visual content
  • Uploading photos directly to Twitter
  • Using links in the middle of your tweets
  • Including links on the profile bios of your employees
  • Using shortened links
  • Optimising your posting schedules

Use these best practices as a guideline when posting to your social media accounts to guarantee audience participation and achieve your ultimate goal of dominating social media.

Interviews With School Marketing Executives About Social Media

In this episode I have done something a little different to having myself in front of the camera. I have contacted a number of schools and asked if they would share with me their insights into Facebook and Social Media in general, and what is currently working for them.

The feedback I got was fantastic and there is a tonne of great information here that other schools could very much benefit from.

I have compiled a few quick snippets of audio from my calls with Rae Byrom from Ivanhoe Grammar School, Emily Cavanough from Eltham College, and Stephen Wruck from Kings Christian College. The insights these guys shared with me was brilliant.

The full audio recordings from these calls are below. I trust you will get a lot of value from these calls and please make sure you add your comments below to thank these wonderful people for sharing their knowledge.

Emily Cavanough
Eltham College
Rae Byrom
Ivanhoe Grammar School
Stephen Wruck
Kings Christian College
[wpsharely id=”121″] Interview with Rae Byrom – Ivanhoe Grammar School
Interview with Emily Cavanough – Eltham College
Interview with Stephen Wruck – King’s Christian College


Here’s a few quick touch points in the audio files that I found quite interesting:

Emily Cavanough – Eltham College

  • 00:31 – Using an effective banner on your Facebook Page
  • 2:58 – Staffing for social media updates
  • 4:25 – Setting Facebook Page Guidelines for interaction
  • 7:00 – Dealing with inappropriate content posted by students on Facebook
  • 9:21 – The Principal on Facebook and Twitter
  • 11:50 – Which content gets the most engagement
  • 13:50 – Tracking links back to the website from Facebook
  • 15:12 – Facebook Advertising
  • 18:16 – Other Social Networks and plans to tackle them

Rae Byrom – Ivanhoe Grammar School

  • 1:02 – Target demographics on Facebook
  • 1:45 – Principal’s Twitter account and how effective that is
  • 3:32 – Facebook Tabs and which ones to use
  • 4:28 – Alumni on Facebook
  • 6:40 – Student comments on Facebook and how they treat the school page
  • 8:40 – Comparing Facebook to Twitter and their effectiveness
  • 10:10 – About having a “like” button on your website
  • 13:00 – Cross promotion between Facebook and the school website
  • 16:00 – Plans for other social networks
  • 16:50 – How Youtube plays a part in the overall strategy

Stephen Wruck – Kings Christian College

  • 1:17 – Using Facebook Groups for parent communication and engagement
  • 6:14 – How a team plays a big part in uploading content
  • 7:45 – The best things about having a school APP
  • 11:30 – Posts that get the most engagement on Social Media
  • 14:28 – Using Facebook Comments on your own school website
  • 15:55 – Alumni engagement with the school Facebook page
  • 19:29 – Click tracking and how important that is
  • 22:10 – Youtube videos and how many hits videos are getting
  • 23:40 – How important is an online presence for a school? Student enrolment story
  • 25:35 – The school’s Social Media journey over time
  • 27:40 – Effective Pinterest strategy
  • 28:15 – The driving factor behind the schools success with Social Media
  • 29:45 – How to get Teachers on-board and involved
  • 32:15 – A twist on using Facebook Pages for internal use
  • 34:00 – Setting up alias staff accounts for Facebook protection
  • 36:33 – Policies for staff interaction with students on Facebook outside of school

Leveraging The New Facebook Timeline Format

While the subject of “Fan Gating” is probably something you have never heard of, it’s actually something that a lot of business users on Facebook have been using for quite a while. Now with the new timeline format, “fan gating” has taken a bit of a back seat but still holds as quite an effective strategy to build your Facebook fan base and offer an incentive for users to click that “Like” button.

In this video I show you exactly what fan-gating is and how I have set this up previously for a school. I also show you how to take advantage of this strategy with the new enforced timeline pages for Facebook.

The key difference being that you now need to link directly to the application that you are using for “fan gating” instead of just your unique url. Facebook no longer offers the option to specify a custom page as the default landing page.

Facebook Marketing Basics

Facebook is usually the first port of call when setting up your social media strategy. In this video I give you some ideas on how to setup your Facebook fan page and also how to go about what is called “fan gating”.

Fan gating is a strategy where you show one image to people that haven’t yet “liked” your page, and then once they click that Like button, they see a different image. This is a great way to build up the number of people that Like your page very quickly.

If you have any questions about how to setup your Facebook page or Social Media strategy, please click the Contact button on this website.


How To Deal With Negative Comments On Facebook

Welcome to episode 3 in this podcast series. In today’s video I look at a pressing concern a lot of school executives and headmasters have when looking at setting up a school presence on social media sites, facebook in particular.

“What if someone says something bad about the school?”

Here’s my tips for how to deal with this:

  1. If it’s on your school “page”… you can moderate comments quite easily
  2. Better to establish the first school page that have others take it from you
  3. Deal with negative comments quickly and reinforce the positives
  4. Get your strong supporters behind you to turn the thread vibe around
  5. Think about what people might do if you don’t give them an opportunity to express their concern
  6. The social wave is coming. Better to be leading the field than trying to play catchup later on