What Schools Should Post On Facebook & Instagram
Content marketing refers to a posting approach focussed on creating valuable and relevant content to attract a defined audience.
Social media platforms like Facebook earn revenue through advertising dollars, so the longer people stay on their platform, the more they can charge advertisers. Therefore, Facebook’s algorithm will favour content that is engaging and keeps reading, watching, and scrolling for more.
No one likes a brand that is constantly trying to sell to you, and a school is no different. It is good to follow The Pareto Principle, also known as the 80/20 rule, to get the balance right. When adjusted to social media and a school’s marketing, this means that at least 80% of posts should be informative, educational, and entertaining for the audience.
Or as world-famous digital marketer Gary Vaynerchuk would put it ‘jab, jab, jab, right hook’ – the jab represents offering value to your audience while the right hook is when you create an offer, ask a favour or pitch your services. Just like a set-up in boxing, this is a set up to earn customers through social media. You have to earn the right to sell to people online by steadily building brand and providing value.
Think about school-related content that may be of interest to parents – it could be a post about ‘Five Ways to Save on Grocery Shopping for Children’ or ‘Five Healthiest Lunches to Help Kids Learn’ or ‘Tips on How To Handle Playground Bullying.’
Always keep in mind that at the end of the day, social media platforms are essentially entertainment platforms. People use these mediums to chat with friends and family, scroll through photos of workmates, and watch funny videos – they do not want to be confronted by constant, promotional spam. If engagement on a post is low, it will make the engagement on all your posts across the whole page go down.
Vaynerchuk once said that ‘every person is now a media company’ and this notion applies for schools in ensuring that they create content that is valuable and entertaining. Schools can join in the discussion of popular events, parody a popular song, post memes and trends that are relevant and popular with students and parents.
During the Covid-19 epidemic, some schools in Australia posted short videos of its students demonstrating healthy hygiene tips and habits, information about social distancing, and other ways we can attempt to stop the spread of the virus. Many schools post about teachers that participate in the yearly ‘Movember’ event, which involves the growing of a moustache in November to raise funds and awareness for men’s health issues.
However, getting the balance right almost becomes an art, as it is important not to appear to be trying too hard to stay relevant and in the conversation. Maintaining an appropriate level of professionalism is another aspect to be considered.
Many people new to social media devote too much time and get caught up in aspects like optimal posting times. Great content reigns supreme and will generally cut through the social media ‘noise’ and be noticed by your audience regardless of when it is posted.
These platforms can also be used to share information with parents and the community about upcoming school events, assemblies, and student achievement.