Many people have personal Facebook profiles, but managing a brand page is very different. We’ve developed these FAQs to answer common questions about creating, managing and maintaining a page for the university.
Managers of Facebook pages at Tufts should be able to check on the page at least once a day and should have enough content to post at least once a week. Before creating a page, be sure to read Considering Social Media and complete the Social Media Planning Guide (PDF) to see if Facebook is the right fit for your needs and resources. Also, be sure to check with your school’s communications office for any school specific regulations or branding guidelines. If you’d like to discuss your strategy, have questions about getting started or would like more information about pages at Tufts, please contact Web Communications.
What are the differences between profiles, pages and groups?
- Pages are designed for businesses and brands to connect with their customers and communities and need to be created by a personal profile. Pages have admins who post the vast majority of content to the page.
- Groups are designed for more personal interaction around a common interest and usually contain more dialogue among the members. Although there are admins, many group members post content and initiate conversations. New undergraduate classes at Tufts often set up a group to meet and chat with their future classmates.
- Profiles are individuals’ personal Facebook accounts. Do not set up a personal Facebook account to represent a group or organization. Not only is it not in the best interest of using the tool to promote your cause, but it is seen as dishonest to fans, and Facebook may react to this misuse of its service by deleting the account.
What should I know about setting up my page?
- Category: Choose “Companies & Organizations -> Education”
- Name: Your page name should include “Tufts University” or, if space is a consideration, “Tufts” (e.g. “Tufts Culture Center,” “Tufts University School of Engineering”). Pages are external-facing channels so you want the name to be something easy for search engines to find. Think of what people might search for to find information about your department or organization. For example, if creating a Facebook page for the Tufts football team, good names might be “Tufts University Jumbos Football” or “Tufts University Football,” not “Jumbo Pigskin.” Currently, you can only change the name of your page if you have fewer than 200 likes.
- Username: The username you choose will become your page’s Facebook URL and it should uniquely describe your page. Remember, once you create your URL, it cannot be changed. You can set up your username at http://www.facebook.com/username/.
- About: Briefly describe your department or organization and how it is unique at Tufts. The about section should be kept short, so that it is completely visible from the main page.
What should I post on my Facebook page?
- Share content (events, news stories, blog posts, pages from your site profiling programs or individuals)
- Post photos and videos
- Post links to related organizations or information (Tip: once you’ve pasted the link onto Facebook, a box will appear containing the link and a picture, if available. You can then delete the link you pasted, since it is now clickable in the box. Deleting the original link makes for a cleaner post that is more appealing to users)
- Ask questions and solicit feedback
- Engage and enlighten
Facebook uses an algorithm to determine what posts users will see in their news feeds. Posts that their friends have liked, commented on or shared and posts from pages they have interacted with in the past are more likely to appear. Choose content that will interest and engage those who like your page and they will be more likely to interact with the content.
Posts that are especially visually interesting (mostly photos) can be highlighted across both columns of the timeline. Click on the star at the top right of the post to highlight it.
What should I consider when picking my profile picture and cover photo?
Your profile picture needs to be at least 180×180 pixels. You can upload a larger photo so that when users click on the small picture, a larger version will open.
Cover photos are 851 pixels wide and 315 pixels tall. If you upload an image that is smaller than these dimensions, it will get stretched to this larger size, more than likely making it blurry and pixelated. The image you upload must be at least 399 pixels wide. For best results, upload a 851×315 pixel photo.
Be sure the photos you select are either images in the public domain or images that you own the rights to. Web Communications has a number of Tufts Photo images that are available for cover photo use. Please contact us if you would like to consider using one.
For profile pictures, choose an image that is unique to your department or area and that represents what makes you unique at Tufts. Departments with their own logos may want to use that logo. Since the general Tufts logo represents the entire university, we do not recommend using it for your profile or cover photo. According to the University Visual Identity Guide, you may not use the university seal as your Facebook profile or cover photo.
Should I add milestones to my page?
Yes! The Timeline format is a great way to tell the story of your organization or department. You can include when you were founded and other important milestones and be sure to include photos (photos found on Tufts Digital Archives should be attributed to the “Tufts Digital Collections and Archives” with the URL.). Milestones give the complete background for your group and can be a fun way for users to get to know you.
How do I link to other Tufts pages from my page?
A page administrator can link to other Tufts pages by going to the page you would like to link to and pulling down the drop down menu under the cover photo. Click “Add to my page’s favorites.” If you are an administrator on multiple pages, it will ask you to confirm which page you would link to link to the current page from.
We encourage you to only link to other university-related pages and not pages for external, non-Tufts brands or services.
What is the admin panel?
The admin panel lets you see the inside details of your page and posts. The option to view or hide the panel is at the top right of your page.
- Notifications lists anyone who has liked, commented on or shared a post or posted on your page
- Messages are messages from Facebook users, which need to be reviewed and answered. You can turn off this feature if you don’t want users to be able to message you.
- New likes are the people who most recently liked your page
- Insights are details on who likes your page and interacts with it and which posts are most successful. Insights include detailed information on how many people see your posts, visit your page, interact with your page, check in at your location, etc. Getting to know insights will allow you to figure out which types of posts your fans like most and can help you better interact with your audience.
How do I manage people posting to my page’s wall?
People may post to your page’s wall. These posts will usually appear in a box on the right hand side entitled, “Recent Posts by Others.” Check your Facebook page regularly (at least once a day) to respond to messages and questions or remove inappropriate postings (e.g., ads, commercial postings, spammers, offensive or inappropriate content). Clicking the “x” at the top right of a post brings up a drop down menu, where you can choose to delete the post from the page. You can also choose other options, including allowing the post, which will place it in the main timeline. Only allow appropriate comments into your timeline. The “Recent Posts by Others” box is visible to those who visit your page and unless you actively choose to delete a post or feature it in the main timeline, it will remain in this box.
People may post reasonable criticism (e.g., “Last night’s event was too crowded and the music was too loud!” or “I am annoyed that I didn’t get into your program, what gives?”). To build credibility and authenticity, it is usually best to allow these comments to stand and respond, allowing other users to see the exchange. Other people’s posts to your page’s wall do not show up in your fans’ update streams.
There are many other questions that can arise when creating and managing a Facebook page and since Facebook often changes their layout, policies and privacy settings, it can be challenging to keep up. Stay connected with this blog, the social media working group or with one-on-one meetings with a representative from Web Communications. Just let us know how we can help.