How to position your social content

How to position your social content!

Thursday, March 15, 2012

www.edsocialmedia.com

www.admissionsquest.com


Edge
rank


900

720

540

360

180

0
April 2009 May 2010 July 2010 January 2011 July 2011 Today

*million! Source: Facebook http://www.facebook.com/press/info.php?timeline


Create, curate & share
compelling content.


3
Afﬁnity
Weight
Time Decay

Edge Rank


Afﬁnity
Afﬁnity is the user’s relationship with the item’s creator.

The more a person comments, likes, or interacts
with your posts, then the more likely your update
will show up in their News Feed.

The more a person’s friends comment, like or
interact with your posts, then the more likely
your update will show up in that person’s
News Feed.

http://www.6smarketing.com/facebook-edgerank-algorithm/


So how do you
increase your afﬁnity
with people when you
function as a page?


Use Facebook as your page


Tag people in your posts


Create an album


Ask for a one-word answer


Ask for feedback


Conduct a poll


Interact directly with fans


3
Comment
Like
Share


Share a status


Share a status
Modify the title Change the caption


Weight
Weight combines what type of object and what type of
interactions it’s receiving.

Videos, photos, and links are generally considered
to have the highest weight.

General text updates (with no videos, photos
or links) carry the lowest weight.



3
Videos
Photos
Links


Video rules


Acknowledge students!


Tag & share slices of life


Time Decay
The last variable is Time Decay: as an object gets older, the
lower value the post carries.

Facebook is concerned with the relevancy of status
updates in relation to the amount of time that
has passed.
Fresh & frequent content are heavy players in whether
your message is being seen.



Posting frequency

3
Times per day
Hours of “half-life”
Different times of day

http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/


“The days of “schedule-and-go” social media are over.”

http://www.convergeconsulting.org/wp-content/uploads/2011/11/How-Facebooks-Changes-
Affect-You-higher-education-marketing.pdf


Edge
rank

Reconsider how you post


Edge
rank

Schools to research

Proctor Academy
The Hun School Northﬁeld Mount Hermon School
www.facebook.com/
www.facebook.com/hunschool www.facebook.com/nmhschool
proctoracademy

The Webb Schools
www.facebook.com/
TheWebbSchools


Have you reserved your channel?
http://www.youtube.com/user/MySchool


48 hours of video are uploaded every minute,
resulting in nearly 8 years of content uploaded
every day


Over 3 billion videos are viewed a day


800M unique users visit YouTube each month


The second biggest search engine in the world


Prime opportunity for schools to be seen!
(the competition’s pretty light...)


Pro Tip:
Take 5
minutes to
optimize
your video’s


https://ads.youtube.com/keyword_tool


Pro Tip:
Don’t forget
to link back
to your site!


Pro Tip:
Linking
from your
site helps as
well!


Pro Tip:
Annotations
rock!


Schools on Youtube
The Webb School (TN) Ridley College The Webb Schools (CA)


Mine your database for (alums,
parents, etc.) for followers.


Engage your followers.


Use #hashtags to brand your
tweets and join conversations.


Consider embedding your tweets
through your site


An active twitter account sends
signals to search engines.


Avoid auto tweet your Facebook
updates & vice versa.


Take the time to author unique
status updates on each platform
- they have different audiences.


PROFILE
Include a conversational
description about your school.


PROFILE
Change your proﬁle photo to
something recognizable (at the
very least, remove the egg!).


PROFILE
Include your school’s official
#hashtags in the description.


PROFILE
Link back to the page on your
site that you want people to see!!
It doesn’t have to just be the
home page.


Search Landscape

Photo credit: http://www.ﬂickr.com/photos/gerlos/3119891607/sizes/l/

On ly if
y ou’re o
gge d int
lo
go ogle
prod ucts.


Circles badge: https://developers.google.com/+/plugins/
badge/conﬁg


+1 badge: http://www.google.com/webmasters/+1/
button/


So why do
I Care?

http://www.seomoz.org/blog/why-every-marketer-now-needs-a-
google-strategy


Anchor text

Anchor text

Anchor text


Schools on Google+

Stoneleigh-Burnham
Concord Academy
School

Eaglebrook School The Loomis Chaffee School


Why is a headline
important?
Tests have shown that you can increase your
conversion rate on a website or a link by
73% by the use of a compelling headline.
http://www.jeffbullas.com/2010/07/16/how-to-write-a-mind-blowing-headline-for-twitter/


Why is a headline
important?
8 out of 10 people will read headline copy, but
only 2 out of 10 will go on to read the rest of
the copy. This is the secret to the power of the
headline, and why it determines the effectiveness
of the entire piece.


Why is a headline
important?
Another test revealed that a good headline
performed 259% better than the worst headline.


1. Give your readers a
secret weapon
How to instantly receive desires,
wants and “needs.”
How can you connect this to your school?

(i.e. health, ﬁtness, looks, money, lifestyle, relationships)


Sculpt your body in just
minutes a day!

2. Predict the future;
examine the past
Analyze current trends and estimate
what will happen next
OR
re-evaluate the past.
(i.e. Trends, fads, innovations, game-changers)


3. Write in riddles,
rhymes and rhythms
Alliterate, illustrate and repeat
Shops: "Coffee Corner", "Sushi Station", "Best Buy",
"Circuit City", "Caribou Coffee".
Expressions: "busy as a bee", "dead as a doornail", "good
as gold", "right as rain", etc…
(from wikipedia)


Snoring snoozers...

4. Organize in Numbers
Give your readers a tangible marker
5 ways to rekindle relationships with classmates
10 ways school has changed in 2012
50+ donors who have given this year


5 Reasons….

5 Ways….

5. Begin with “How-to”
Research shows that titles beginning with “How
to” resonate stronger with people

(i.e. “How to,” “How you,” or “How I”)


How to estimate...

Always remember the
4 effective Cs
1. Be correct
2. Be clear and concise
Be cryptic if you can have a subhead (tease)
3. Be clever
4. Be compatible


www.edsocialmedia.com
Madeline
Senkosky,
Community
Manager
Madeline@edsocialmedia.com
603-‐502-‐2336
www.edSocialMedia.com
@madelinesen
//
@edsocialmedia


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