Tips for Using Facebook

Create Business Branding

  • We should always use effective business branding for Government social media profiles. This means you should always avoid using personal profiles.
  • As marketers, we should take advantage of both the free and paid aspects of Facebook for Business including acquiring your URL, and investigating whether Facebook advertising makes sense for your particular initiative.

Value Aesthetics and Consistency

  • Aesthetics and design should be a core consideration in social media decision making. These include simple, but often overlooked, aspects of Facebook design including using high resolution and pixel-specific images. At the same time, we want to ensure that we include diversity and inclusiveness in any image we convey to the public.
  • We also want to focus on using a profile picture and a cover photo that works well across multiple devices including mobile responsive environments.



Optimise All Content

  • We should always aim to optimise all content on the web, which involves making sure your back end and front end pages are fully populated with relevant and useful content for your users.
  • All public sector content should follow web optimisation principles and take into account other key policies such as internal web policies and accessibility standards.

Earn Your Badges

  • Facebook allows us to earn the benefit of increased trust and credibility through Facebook’s assessment of responsiveness. If you meet minimum standards for responsiveness to queries and messages, you will be rewarded with a ‘Very responsive to messages’ badge which provides your community with reassurance that their voice will be heard.

Leverage Call to Action

  • Engage with your community through leveraging Facebook’s ‘Call to Action’ button. You can change the settings and text to suit your individual campaign.
  • The great thing about this particular feature is that it can help you design the user’s experience when they visit your Facebook page.
  • Whether it is redirecting them to a landing page to request their contact details or to a splash page with your new initiative, the call to action is a core part of any great Facebook business page.

Share Quality Posts

  • Facebook is a great avenue for agencies to share high quality posts that are useful and relevant to your community.
  • Any great post contextualises the information according to the identified needs and wants of its community. It’s important that posts are credible and are appropriate for the integrity and reputation of Government at large.

Know your Audience

  • Public sector Facebook pages should be strategically managed with specific awareness of the audience’s habits and tendencies. Posting important news such as a policy announcement, a new initiative or a community consultation opportunity should always be done with the user in mind.
  • This includes posting at the right times, ensuring that the benefits are clearly communicated and always maintaining a tone of appreciation and inclusiveness.



Prioritise Visuals

  • Public sector agencies are competing for the same digital time as countless other individuals and organisations. In this day in age of instantaneous communication and the explosive growth of online content, it is important to deliver messages effectively and efficiently.
  • Social media managers should invest the necessary time and resources to understanding the importance of great visual design and content for their messaging.

Access Insights and Manager sections

  • Data insights are an important heuristic for decision making in online engagement and digital marketing activities. Data-driven insights through Facebook’s Audience Insights provides essential data to monitor, evaluate and adjust social media activities.
  • The easy to use management sections of Facebook also empower planning through the capabilities to schedule posts, create campaigns, measure reach and calculate ROI to maximise advertising dollars.