Facebook For Schools Leaders: Analytics

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This is part 3 of a 4 part Facebook for Schools series.  In part 1, I discussed the ways to engage with Facebook for your school (personal pages, groups, and pages).  Part 2 was all about who can post and when to post.  Today, I’m going to talk about how to use your analytics to measure the impact your Facebook Page has on your school culture.

Facebook Impacts Culture

I FIRMLY believe Facebook analytics help school leaders measure school climate.  When you can see stakeholders engaging in content by LIKING it, sharing it, or commenting on it, you get a good feel for how people feel about what is going on inside of your building.  My dear friend Joe Sanfelippo, District Administrator of Fall Creek School District and author of The Power of Branding: Telling Your School Story,  always says, “NEVER give up the opportunity to say something great about your school!”  Joe has seen first hand the power of telling his school’s story on Facebook and other social media channels.  It is not unusual to see people from all over the country posting to the #gocrickets hashtag because he celebrates his kids so well and so often that seemingly everyone in the education social media space knows about ‘lil ole Fall Creek, Wisconsin.  This makes his community proud!  This impacts school culture!

Analytics Tell You A Story

The Facebook analytics can tell you your number of Likes, comments, and shares.  It can tell you where your audience is and when they are most likely to be scanning Facebook.  The analytics can tell you how far the post reached and it virality (sharing from a share).  Knowing this information helps you decide what to post and when to post it.  You can see that photos and videos especially reach far more people than your plain text posts.

Once you get to 100 LIKES on your Page, you can add Pages to a watch list.  In the watch list, you can see how many posts those pages post as well as their engagement rate.  You can see how engaged your frienemies audiences are.  This is helpful because if another school is doing well, you can definitely click their page and borrow post ideas from them.  Mineral Point Unified School District has GREAT Facebook engagement.  Part of the reason is Joelle Doye, their district communications specialist takes outstanding photos that evoke instant emotion!

Student Learner Objectives

As a principal, I used Facebook analytics to set my SLO goals for the year.  I wanted to measure community involvement, so I did so through Facebook.  I could see engagement rate, and I set my goal to have at least 25% of my posts have  12% engagement rate.  That may not seem high, but to get an engagement rate above 7% is a really big accomplishment.  I was typically successful in meeting the SLO, and I attribute that to having a content calendar so I didn’t always need to be stressing about what I was going to post and when.  I also had high school students help me capture the story from multiple angles.  It worked!

Facebook for Schools Leaders Course Coming Soon

My intention was for the course to be available March 1, but life got in the way.  Shortly after losing my uncle, my nephew was taken from this earth in another tragic accident.  That was a touch one, and it took me a bit to get my family back to functioning.  I’m happy to say we are getting there slowly but surely.  I’ll be working on the course, and hoping for an early summer release date.  If you have questions in the meantime, don’t hesitate to reach out!  You can reach me at missy@melissaemler.com.