Most of your constituents are on Facebook and each of them is looking to engage with you in different ways at different times of their lives. To meet the varied needs of your constituents, your Facebook presence and communication strategy must take many forms. This session will explore the ways one College continuously reshapes its engagement strategy and will share the successes and challenges it has met in doing so.

1. Community-Wide vs. Compartmentalizing: Building Relationships Through Facebook Gene BeginMarketing DirectorUndergraduate SchoolBabson College

2. Most Important Question: Who Is Your Audience? OR Who Are Your Audiences? …for each specific Facebook platform objective

3. Community-Wide VS. Compartmentalizing

4. Community-Wide & Compartmentalizing

5. Community-Wide throughout a community Facebook Example: Pages Facebook Benefit: Broadcast messaging Compartmentalizing to separate into distinct parts or categories Facebook Example: Groups Facebook Benefit: Member-to-member collaboration P.S. – Pages can still be used for compartmentalizing

6. Community-wide The whole is greater than the sum of its parts… sometimes.

7. Our Original Facebook Page strategy

12. Most popular posts in terms of interactions (likes and comments)

13. U.S. News & World Report Rankings

14. Bloomberg BusinessWeek Rankings

15. Rankings Celebration Video

16. Males 25 – 34 are largest audience

17. 34% of fans/likes are 18 - 24 years of age

18. 5% of fans/likes are 13 – 17 years of age

19. Eliminated Admission and Registrar Pages due to lack of interaction

20. Combined resources with main Babson College page

26. 20% of incoming class in ’07

27. 25% in ‘08

28. 31% in ‘09

29. 34% in ’10

30. Group video contests – successful one year, not the next

31. If you don’t create it, others will beat you to it!

32. Successful compartmentalized groups/pages

33. Babson Athletics

34. Babson Commencement

35. Babson Career Development

36. Babson Parents

39. Clearly define goals and objectives for EACH Facebook activity

40. Test and track

41. 50/50 rule for community-wide platforms

42. Targeted influence for compartmentalizing platforms; think of life transition points