11 Facebook Recommendations

1. How to create a Facebook Page

■  Go to facebook.com/pages and follow the step-by-step instructions.

■  Set up your page as “International Organisation”

■  Choose your Facebook name coherently: e.g. UNICEF Armenia

■  Fill out all relevant information fields, including About, Location, Mission and Contact.

■  In the About Section: Provide a link to your website’s imprint and disclaimer!

2. What are your Goals

Your Facebook Page is successful when your audience engages with your content. Ask yourself the following questions when you start formulating your communication goals on Facebook.

■  What kind of relationship do you want to build with your fans?

■  What is your unique voice in the conversation?

■  How can you tell your story in a compelling, authentic and personal way?

■  What content is important to your target audience?

■  How are your stakeholders using Facebook?

3. Internal Preparedness

■  The team should put trust in the social media focal point. She/he is responsible for the daily social media engagement. Social Media demands flexible tactics. Therefore, the social media focal point in your team needs to have freedom to make the right decision.

■  Do it! The worst thing is not to get active because you fear to make mistakes or to receive negative comments. Mistakes happen and critique will come. We will help you to navigate through this.

3. Internal Preparedness

■  Do you have a someone in charge of Facebook?

■  Do you have the time to maintain Facebook on a regular basis?

■  Do you have a written strategy for Facebook?

TIP: The Social and Civic Media Sections provides support and guidance for your social media project. We can provide you example strategies, case studies and trainings.

4. What is the role of the Page administrator

■  The admin controls and moderates the content and the general settings of the Facebook Page.

■  You need to have a personal Facebook profile in order to become a Page admin.

5. Be consistent with the design and name

■  Use the right logo as a profile picture.

■  Create several different timeline covers so you can provide a fresh and inspiration experience for your timeline visitors.

■  Give credit to photographers and designers.

■  Choose a easy Facebook URL, e.g. facebook.com/UNICEFArmenia

6. Know the right image sizes

Note the required image sizes. This is not rocket science, but it is important to keep the right dimensions in mind.

■  Cover photo: 851 x 315 pixel.

■  Profile picture: 180 x 180 pixel.

■  Thumbnail image for apps: 111 x 74 pixel.

■  Highlighted & milestone images: 843 x 403 pixel.

■  Images within wall posts display as 404 x 404 pixel.

7. Post content that works

Don’t treat Facebook as yet another platform to share press releases and statements. Instead, consider…

■  posting links to interesting articles,

■  tell stories with a human voice and portray UNICEF’s impact,

■  use photos showing your work in action, and

■  ask questions about a topic related to your current work.

Offering exclusive content or sneak-previews helps to grow you fan base.

8. Keep it Human and Encourage Participation

Be conversational when you approach your audience. Your voice should be personal and authentic. If you share videos, photos or questions, post a question on the end. For example:

■  Do you agree with the article?

■  Do you like this photos?

■  What do you think about the video?

It helps users to engage with you!

9. Manage Your Time

Maintaining a Facebook page, even for a country office, is no simple task. Creating content and responding to comments can often take several hours per day.

■  Post maximum twice a day. Once in the morning and once in the afternoon.

■  Dedicate 10 or 15 minutes every day to check the page for comments and questions.

By using this time to post an update or respond to comments, the maintenance of a Facebook page feels much less burdensome.

10. Develop your editorial calendar

■  Create a schedule and a regular rhythm for your postings. Try to keep the engagement rate of your post in sight and post at specific times when engagement is highest.

■  Weekly features, such as Friday Facts, tend to encourage participation.

■  Use communication moments, such as UN days, to join wider discussions and partner with stakeholders.

11. Analyze and Optimize

■  Facebook offers free tools to help you analyze what’s happening on your Page.

■  Monitor key metrics, such as engagement, Page likes and reach.

■  Explore the opportunities that Insights offer you and try to make informed decisions about your Facebook strategy.

For questions or more information, please contact: Social and Civic Media Section socialandcivicmedia@unicef.org