Social Media Handbook
Appendix B: Setting up a Facebook page
A Facebook page can be a great way to promote the activities of your department or program, showcase accomplishments and events, engage with students, faculty, staff, alumni and the community, and create a forum for conversation and discussion.
Before creating a page for your department, however, take a moment to consider if it’s the best way to reach your intended audience. Sometimes creating an email list, a post on the University Calendar, a my.vanderbilt page or a Tweet by the main Vanderbilt Twitter account may make more sense and reach a larger audience faster.
- Monitor comments on your Facebook page daily and respond to those that warrant it. Encourage two-way communication. Delete those comments that include personal attacks, vulgarity or racial / other slurs, but be prepared for critical comments. Do not delete comments simply because they are critical – rather, respond on the wall or directly to the individual with additional information. In your About section, include or link to a comments policy.
- Do not use the black and gold V as your profile picture. This is reserved for the official VU Facebook page. Consider using one of the square V social media icons.
- Your cover image takes up the width of your Facebook page. Facebook has a set of official requirements that can help you in creating your cover image. These dimensions and requirements change often, so the official Facebook help page is your best resource for keeping your page up to date. Looking for campus images to use? You can use the photos from our Flickr page. Remember that your profile picture covers part of your cover image – so adjust accordingly.
- Images for your tabs: This is where you can place your call-to-action items – these should be attention-grabbing and lead your visitors to more content. You can show up to 5 tabs below your cover photo (subject to changes by Facebook).
- If more than one person needs to manage your page (or you are interested in Facebook advertising) you may want to switch to a Facebook for Business account.
- While tools such as Hootsuite can be useful for listening and posting, be sure to check how your Facebook posts are appearing to your audience. If you post the same message to Twitter and Facebook, for example, the message will probably be truncated on Twitter, and your tweet will contain @ signs on Facebook.