I wanted to place that number in context with our other digital marketing efforts to get a sense of how Facebook compares to other channels. I settled on page views as the closest relative to Facebook impressions and began comparing them to pageviews on the SMU website. It became clear that our Facebook page should rank in the top 10 of most important web pages at SMU.

About the same time our student worker completed a survey of peer institutions and what they were doing on Facebook. One clear discovery was that schools who posted content more often had more fans. So we started posting content more often to Facebook.

We average about 12,000 impressions for each piece of content that we post. So, there was a quick rise in our monthly impressions. In October we received 350,000 impressions from our Facebook content. Our Facebook page had eclipsed every  page on our website except one, the SMU homepage.

Then in January, which is typically a slower month for our website it happened the SMU Facebook page logged nearly 500,000 impressions beating the number of homepage pageviews by 4%. Now, we were left to ask, what is the value of an impression versus a pageview and what does this change about the way we market the University?

Quick Conclusions

• Facebook as one of our most important communication vehicles and take that into account in the future.
• Facebook impressions are not as intentional as pageviews so they should be valued less. More research would be need to be conducted to determine a ratio.
• The Facebook page’s value as a channel is increasing faster than our website’s

Your Social Media Defensive Strategy

1. Create a basic presence on major social media properties.
2. Assign someone to post small pieces of new content once a week.
3. Monitor feedback and comments.
4. Let other customers and users carry the conversations.

This strategy allows feedback and conversations to flow through official channels. You can observe and, if needed, participate in the conversation, without being locked out or caught unaware. In addition by establishing a presence you are able to be the authoritative voice in the channel instead of ceding that voice to someone outside the company.

This isn’t an ideal use of social media but it address immediate needs and provides the opportunity to grow into a fuller social media strategy at a later time.

1. It’s still marketing
2. Expect conversations on difficult issues
3. Regular updates  are key, so plan accordingly

It’s still marketing

Social media is new, exciting and sometimes intoxicating. Before you jump in remember, the fundamentals of marketing still apply. You must still be able to answer:

• What is my goal or objective?
• Who is my audience?
• What message am I trying to convey?
• What tactic is going to be most effective?

What can happen is that because it’s new and cool you think you need to join in.  However, just because Twitter is in the news right now doesn’t mean it’s a solution to your problems. Social media isn’t a case of “if you build it, they will come.” Start with the basics and look to see if social media tactics are right for your situation.

Expect conversations on difficult issues

Be prepared to talk about the weaknesses or difficult issues of your organization or product. Social media creates a town hall atmosphere where critics are certain to voice their opinions. It’s more productive to allow these opinions in an arena where you have a opportunity to respond than other forums simply where you have no voice.

Regular updates are key – plan accordingly

Unlike a new brochure, social media efforts will have a long life. People expect you to update them and respond to comments that they share. Creating a social media channel requires a time commitment. If you don’t update regularly, it will appear that your organization isn’t active and thriving. Your social media presence will affect how people view the quality and vibrancy of your organization in the same way your traditional marketing materials do.

Questions or comments? Leave them in the comments.