Using this tool, we can plan an entire month’s content
in advance and use extra time on social media for spontaneous interaction with the audience when they’re
online,” says Cruz.
Once you’ve created your organization’s page, it’s
time to start posting! Keep in mind that Facebook uses
a proprietary algorithm to “serve” posts – the content
that shows up on a user’s NewsFeed is designed not to
be the most current, but the most relevant to that user’s
specific interests. Due to this, you’ll want to carefully
craft the post’s wording to touch on relevant topics so
your update is more likely to be served widely by the
Useful Tools: In addition to the Facebook mobile
app, consider downloading Facebook’s Pages app (
available for iOS and Android), which allows easy post creation, audience interaction, and page maintenance to be
performed on the go.
4 Social Media Mistakes Every FM
Make sure your outreach garners positive engagement
with these tips
While there are plenty of best practices to follow with regard to your social media presence, it’s also important to make note of mistakes that can happen and learn the best ways to avoid making them. The correct online decorum and presentation can help improve your organization’s profile
while also encouraging increased audience engagement.
Take a look at these four common mistakes made by FMs and other page managers on social media:
1) Don’t Be Combative. If your page or social media account has received a negative comment
or criticism, it’s important to not go on the defensive, even if you’re completely justified.
“You never want to attack back at someone who’s upset about something, and don’t be disrespectful
in your responses,” says Emily Tupper, Media Communications Assistant at Michigan State University’s
Infrastructure, Planning and Facilities department.
The best way to handle an individual who is upset and venting on social media is to stay as calm as
possible while explaining that you’ll be happy to help resolve their concerns. If their issue involves a sensitive matter, encourage the individual to use the social network’s private messaging function, if available.
2) Don’t Cross-Post from One Platform. If you use multiple social media platforms for your
organization, it can be tempting to create one “post” and paste it across all of your networks at the
same time. With each platform offering specific post capabilities and having different character limits,
post types, and audiences, your post should not be identical across all platforms.
“When we cross-post, we try to change up the wording and make each post unique. For instance,
there are words you would attach a hashtag to on Twitter that you wouldn’t on Facebook. When you
post identical messages across all of your platforms, it just looks lazy,” says Anastasia Bolshakov, Communication Intern for Rice University’s Facilities, Engineering and Planning department.
While it may take a few extra moments, tailoring your message to the platform is indispensable on
social media. Platforms have different capabilities and most social media users can tell when a post has
been crafted for a different network than they’re seeing it on.
3) Don’t Ignore Mentions. If a user mentions your page, tweets at you, or asks a question via
social media, how should you reply? You should not handle it by ignoring the question – word spreads
quickly online and responsive accounts will always be viewed more favorably than unreachable ones.
“One of the biggest mistakes we can make as social media managers is to ignore mentions and inquiries. We want our audience to take time out of their day to read our posts, therefore we should also
be willing to take time out of our schedule to respond,” says Martha G. Koontz, Facilities Management
Communications Specialist at Auburn University.
4) Don’t Make Social Media a One-Person Show. Nothing can derail the discussion on
social media quite like a grammar mistake, so it’s crucially important to have a person or people edit
your posts before you make them. It’s simply not possible to catch every single error on your own, and
you can bet that when you make one, the audience will notice.
“If you don’t have another set of eyes, read what you’re posting aloud because you can catch mistakes by
hearing what you’ve written,” says Michelle Lavra, Communications Manager for Michigan State University’s
Infrastructure, Planning and Facilities Department. “Those small mistakes can be the difference between
someone commenting about the grammar mistakes and that same person sharing the post you’ve made.”