If using Facebook for your school PR program still feels innovative and cutting-edge to you, it’s time to reconsider.
A few years ago, I gave a social media presentation. I told participants that if these new social media tools did not fit into their communication plans, they should not use them. “Don’t just get a Facebook page because everyone else is getting one,” I said.
The times have changed, and my mind has changed with them, at least where Facebook is concerned. I still very much believe that these tools should align with and support your communication plans. But I no longer think using Facebook is optional.
Today, there are more than a billion people actively using Facebook, and thousands of them live in your community. In fact, they represent your most important audiences.
About 40 percent of Facebook users fall between the ages of 25 and 44 – roughly the age of the parents you target with your communications. And almost 75 percent of mothers in the United States use Facebook.
Facebook is how many of your schools’ parents communicate and gather information, and many key stakeholders in your community are using it to tell stories about your schools.
They expect to be able to interact with you on this platform, just as they expect you to have a website. And if they don’t find your page, some of them are tempted to make one for you.
That’s why it’s no longer just the innovators and the early adopters who are using Facebook for school PR. We’ve moved on to the early majority.
So unless you want to be a laggard, it’s time to figure out how Facebook can support your communication plans.