This document provides guidance on how to manage the NSS Facebook page. It recommends posting a variety of content types including images, videos, text, and links. Posts should be direct, interesting, and timely. Goals are to increase visibility of NSS activities, promote eTwinning, and engage new users. Metrics like impressions, reach, engagement, and virality should be monitored. A content plan and tools like Hootsuite can aid scheduling. Promoting events before, during, and after with relevant multimedia can boost impact. Quality over quantity of posts is important to drive virality.

1. How to manage the NSS Facebook Page
Lorenzo Mentuccia, NSS Italy
NSS PDW Sommaroy, Norway, 12-14 June 2013

2. eTwinning Italia Overview 2012
Beginning: March 2012
• 1000+ fans (no Ads)
• 400,000 total views
(3 times more than our website)
• 300% growth in 2012
Second referral source of the national website after the Desktop (17%)
Fans growth

3. Facebook is not a competitor of eTwinning!
it is a strong ally to foster and strenghten the eTwinning
community!
Facebook is not a game!
it needs time, resources and planning, as the other
communication channels
Facebook is safe if you know how to manage it!
it offers a strong promotional power for free, and its impact
is fully measurable!
3 things to remember…

4. What?
Website contents: project experiences, news, tutorials,
information
Daily activity: stories, initiatives, anticipations, purposes, thoughts,
results, anecdotes
Events: regional, national and european events
Facebook activity

5. Why?
Increase the web presence and the visibility of the NSS and Italian
eTwinning community’s activities, offering a new communication
channel
Promote eTwinning, engaging new users to join the community
and register into the platform; motivating the eTwinners to keep them
involved
Create and maintain a positive image of the “brand”, fostering the
sense and values of eTwinning
Facebook activity

6. How?
Be direct and interesting: images can underline very well your
message. Write simple and try to catch couriousity through original contents
Be «on time»: update with continuity, refresh contents every day, but
don’t be boring! Be aware of news or events that happened around you
Be «2.0»: Connect your page to other social networks channels and to the
website (link and sharing tools) coordinating contents and layouts
Be a listener of your fans, try to understand what they like, their
composition, their expectations, their requests. Measure your impact
Facebook activity

7. Name and logo
Layout cover
Information
App and Fb tools
Page set up

8. Multimedia (picture,video) = Strong impact, weak,
information
Pump up your post views!
Text= Short, simple, informal, friendly, empathic,
inspiring interaction
Links = Strong information, weak impact
Very great impact

9. 2 Shares
5 Likes
374 total views (120 viral)
The value of images
IMPACT

10. 13 Shares
14 Likes
1731 Total views (1394 viral)
IMPACT
Views 450%
Virality 1000%

11. The value of time
Tools
Social network plan
Define purposes, contents and results.
Grid on excel to schedule the posts during
the week and focus the attention on
specific issues
Desktop tools
Automatic scheduling of posts and
multiple account managing system (i.e.
Hootsuite)
Be continuous and “on time”, according to what you want to communicate
Less is more = Find a consistency that’s right for your fans
Get in touch with your audience = Answer questions,
messages, post for special occasions

12. Page promotion
Website home page links (icons or
widgets)
Share buttons on website contents
Share your page with friends and
colleagues
Links on newsletters and mail signature
Articles or Press releases online
eTwinning Desktop news
Quote (@) and follow influencers pages
Facebook Campaigns (Ads for page or
single post)

13. Monitoring: Fb Insights
Who are my fans?
Who is my reached
audience?
Are my posts viral?

14. Monitoring: Fb parameters
Impression
The total views of any page content
Reach
The number of unique views of any page content :
(Organic reach - Viral reach - Paid reach)
Engaged users
People who have clicked within your post/update
Talking about this
People who have created a "story" from your page posts (likes, comments, shares)
Virality index (talking about this/reach%)
The percentage of reached people who created a «story» (TAT/reach*100)
Exporting data on excel
format file allowed

15. Promoting events with Facebook
European Conference Lisbon 2013 case study
BEFORE THE EVENT
DURING THE EVENT
AFTER THE EVENT
Total presence: 39 posts
Period: January 24th - April 8th

16. Pictures
Multimedia
BEFORE THE EVENT
(1-2 months before)
WHAT: First information,
explaining the news from the
national delegation
HOW: Alternate type of
contents in a progressive
updating
WHY: Foster couriousity and
expectations on the audience
Site contents
Event

17. DURING THE EVENT
WHAT: Show your direct
presence, focusing on the
national delegation news
HOW: Cover the entire event
duration with pictures; update
frequently; connect other social
networks channels (Twitter,
Instagram..)
WHY: Foster the creation of
“real time stories” by the fans
(get their attention, you are
here!)

18. AFTER THE EVENT
(within 1 month)
WHAT: Give the «results» of the
event (in depth content)
HOW: Post all the multimedia
materials (speech, presentations,
video, album), showing insight data of
workshops, plenary sessions…
WHY: spread the event duration in
the fans

19. 0
500
1000
1500
2000
2500
gen-13 feb-13 mar-13 apr-13
eTwinning European Conference 2013 impact
Impression
Reach
Engaged
Talking about this
People
9 posts
Virality 6%
23 posts
Virality 5%
7 posts
Virality 3%
• Post number and frequency don’t impact on page virality
• «Visibility» doesn’t always mean «virality»
• Right content at right time is the RULE! (be original!)

20. Thanks!!!
Answers or info: l.mentuccia@indire.it