2. Quick Facts
• Most popular social media platform in
U.S.,~170 million (4 million in Chicago)
• First rolled out at universities, now open to
anyone age 13 or older
• Some said ~3 million teens left Facebook
between 2011 and 2013 (unconfirmed)
• Use among older adults up, with users 55+
doubling, to 28 million, from 2011-2014.
• About half of users are primarily mobile
3. Facebook as Organizational
Information Resource
• Facebook pages are “secondary websites”
providing information about organizations
– Provide information you would want people to
learn the first time they interact with you
• Timeline feature enables organizations to
display their past history and milestones
• Pages are de facto archives of photos,
albums, videos, updates, and other info
4. Types of Content
• Text “status” updates, links, photos, videos
• Users give feedback: likes/comments/shares
• Visually appealing content (photos and
videos) receive more engagement
– Use Insights to see most popular posts/types
• At DU, popular posts span generations &
connect the user & the university
– Campus/historic photos, videos of campus life,
images that espouse our mission
5. Facebook as Conversation
Platform
• Comments, wall posts and messages allow
users to “speak” directly to organizations
• It is important to be prepared to respond to
inquiries quickly and accurately
• Best to respond publicly to comments and
privately to private messages
• Harmful or offensive posts can be deleted;
however, transparency is key
6. Deleting Negative Posts
• Simply deleting negative is not a good idea
• If a disgruntled user posts to your wall,
address the person’s concerns publicly &
encourage private discussion if necessary
• On the flip side, there is great potential for
positive interaction between users and
organizations. Do not ignore comments
and inquiries from your audience!
