Crossposting Videos on Multiple Facebook Pages

If you’ve happened to wander into the Settings area of your Facebook Page in the past few months, you may have noticed a new setting called “Crossposting.” If you have multiple Facebook pages or work with others who run pages in your district, crossposting is a great way to share video content and the analytics that go with it.

Say that the high school posts a video to their Facebook page of the choir performing at a high profile event. If it’s something you want followers of the district’s page to see, crossposting gives you the ability to do it without having to re-upload the video or merely share the original post.

To get started, each page has to give mutual permission for crossposting:

  1. Visit the Settings > Crossposting area for your Facebook page (for example, the district page).
  2. Add the Facebook pages with which you would like to allow crossposting of videos (for example, school pages).
  3. For those pages you are a manager, go to the same Settings > Crossposting area and add the district page. The pages are now set up to crosspost.
  4. For pages you do not manage, you can send them a link to confirm the crossposting relationship. Click the chainlink button next to “This Page hasn’t added yours” and it will provide a link to send to the page’s manager.

Crossposting videos

  1. Next time you upload a video to a page, go to the Crossposting tab and turn on the other pages where you would like to allow the video to be crossposted. This does NOT automatically post the video to those pages, but rather gives the ability for those pages to post the video later. This will also send a notification to the other pages that they have a video available for crossposting.
  2. Go to the Publishing Tools > Videos You Can Crosspost area for the page on which you want to crosspost. You will now see the video you just uploaded. Add a checkmark next to the video and under Actions, choose “Create Post With This Video…”
  3. Feel free to add a completely different text for the post, and don’t forget to tag the original page, if appropriate.

Viewing Analytics

Managers of both pages will be able to see analytics for the video, and which posts the views are coming from.

Try this useful feature and see the Facebook Crossposted Videos Product Guide (PDF) for more information.

Engaging with students on snow days

It’s an issue for many districts across the country. As we previously have read and debated, a school district employee was fired partly due to how they responded to a student’s tweet about snow days. So do you engage and how do you engage with students on Twitter?

Prior to 2016, we had students talking to us at Parkway about snow days online, but we never really engaged in the conversation. That changed last year, and we saw massive gains in the number of impressions (327,400 vs. 113,400), engagement rate (5.4 percent vs. 3 percent) and followers (750 new followers) on our Twitter account during just a few weeks in the winter. But these aren’t just numbers for numbers sake. These are our kids. They matter to us.

We realized that there’s an opportunity — to listen and to talk. If your students are talking to you, do you ignore comments? Or do you engage with them while using the moment as a digital citizenship teaching experience? If students know that you’re actively listening to them and respond in a relatable way, that builds trust. Perhaps nothing is more important in our profession than building trust, especially with kids.

As we plan for winter communications, we face an opportunity during these moments to engage our student audience. We have a snow-day communications plan that includes:

  • Replying to student tweets in a fun and engaging way that they would respond to.
  • Getting ahead of the “Twitter storm” by tweeting out closings and cancellations on Twitter BEFORE announcing them via phone call, text or other methods.
  • Using anything that goes what we consider too far as an opportunity to teach kids about digital citizenship.

The opportunity is staring right at us. Students want to know we care and that we are here for them. There’s no better time to do that than meeting them where they’re already living every day.


How far should you take the humor in your district’s social media?

Recently, several districts made national news for their reactions on Twitter to students campaigning for a snow day:

The common guidance is to have a conversational, humorous tone in your social media, when appropriate.

But where is the line for what is appropriate?

In my district, although we’ve been tempted to return snarky tweets with equal snark, we always resist the urge. If we respond, it is always with a business-like tone. On the other hand, our feeds are not as fun as other districts’.

Where do you think the line for social-media propriety lands?

Let’s Get Engaged!


Let’s face it: any  PR pro working on social media projects is after the brass ring: engagement. (If you’re not, you should be!) Simply put, engagement is the connection made among social media users, whether it is likes, shares or comments. No matter how great your news, if it doesn’t get eyeballs, it’s not getting out. Experts offer many useful suggestions on how to increase engagement, but I’m going to add my short list to the mix.

Timing is Everything. Consider the time of day you are posting your content. If you’re posting based on the convenience of your schedule rather than the needs of your stakeholders, you’re missing out. Use the scheduling tool to post at times most likely to reach your audience. For example, morning drop-off and afternoon pick-up may be an opportune time to share content.

The Hook. Good writing, like good manners, is still important. If you’re hurriedly rushing through your writing to post, this is a missed opportunity. There is nothing wrong with lifting your own work to repurpose it for social.

The Payoff. Develop content that gives your stakeholders a payoff (and your organization too). By selectively choosing your content to include interesting visuals, you can advance your key messages while evoking emotion. Remember those newsworthiness values? They work on social media, too.

The Look. After you’ve submitted your post, you’ve gotta look . . . at the analytics. This form of measurement offers so much information and validation if you’re doing it right.

My office recently changed our social media approach when it comes to sharing content. For articles, we use pull quotes to draw people to click to read it. We’re doing the same for video too, and we’re using our analytics to determine when to post.

Curious how it worked? Our analytics show an increase in engagement of 122% over last week.


How’s that for grabbing the brass ring?




Are you social on social media?

I once heard it said that a website is your living room, and social media is more like the kitchen or backyard. And because I can’t pass up a good mullet analogy, I think of it as business in the front, party in the back.

Social media isn’t just another website or newsletter — it’s a distinct space, a community of give and take. Here are a few ways to use this dynamic to your advantage and maximize engagement:

Be human. If you read your post aloud and it doesn’t sound the way you’d talk to your neighbor or friend, keep editing until you get it right.

When others post or comment, think of how you’d handle it in person. (Highly unlikely you’d walk away or sit in silence.) The vast majority of engagements deserve your attention, even if it’s just clicking like or favorite. If you’re dealing with a troll or unreasonable individual, go high. Respond once, invite an offline conversation (if appropriate) and — if it’s clear a fight is a higher priority than a solution — resist the temptation to engage further.

Be honest. Authenticity is the foundation of any friendship. If we can’t be honest when times are good — and honest when times are difficult — we can’t really be friends. When you need to share difficult news, or explain after an embarrassing incident that you’re already planning how you’ll do better next time, remember that you are actively building trust.

Loosen up. Generally speaking, we humans love warmth, humor and high fives. When the timing and tone is right, don’t be afraid to joke around or throw down some slang, a meme or a GIF. (It goes without saying, but there is no appropriate moment for a district voice to use vulgarity of any sort.)

Full throttle snark can be fun, but keep in mind it works best in certain social media communities and sites. It’s best to consider your platform, your audience and your purpose before adding “Be snarky” to your list of social media strategies.

If you’re not quite sure about letting down your guard, here are some simple examples that could play well in virtually any district:

Facebook Tools for Administrators to Help Connect with Others

Facebook recently released two new tools that give page administrators easier access to connect with users.

Someone liked your content but not your page? Directly invite them!
Ever had someone like your Facebook content but not the page? Of course. We are all faced with this issue. Facebook now has a tool that allows page administrators to directly invite someone, who likes a specific post, to like the page. With Facebook recently changing their algorithm (again) the reach that pages have is once again decreased. It is becoming increasingly more difficult to reach people who haven’t already liked your page. However, users can and will still see a post or posts because a friend liked it or because it was sponsored content. Grow your page by inviting those who like your content to join the page.

How does it work?
Click on the list of people who have liked a post. It will bring up a new window with the list of the people who have liked that post. To the right of each name it will say invite or liked. If it says liked, the individual already likes your page. If it says invite, click the invite box to invite them to like your page.


Direct Message Those Who Comment On Your Page
In the past, it has been somewhat cumbersome for page administrators to directly message those that comment on a Facebook page. Now under each individual’s name, you will see three options: like, reply and message (see below). If you click on message, you will be able to send a direct message to the individual. When possible, always try to respond to the post via the thread so all visitors see the response. You show transparency and build trust this way. However, in the instances that the comment needs to be handled privately and not in the social media world, this is particularly handy. Individuals can still set their privacy so administrators may not be able to message everyone, but it is a start.


Write the Right

Social media is all about technology. Ultimately though, it’s the words and messages that really make the difference. To that end, here’s some information that caught me by surprise that I think you’ll find interesting.

Words often look alike but have different meanings. Sound alike but have different spellings. Or look the same but sound different. Thanks to this article from Mental Floss, I now know about contronyms . . . words that are their own antonyms.

An example:

Here’s an ambiguous sentence for you: “Because of the agency’s oversight, the corporation’s behavior was sanctioned.” Does that mean, ‘Because the agency oversaw the company’s behavior, they imposed a penalty for some transgression’ or does it mean, ‘Because the agency was inattentive, they overlooked the misbehavior and gave it their approval by default’?

The article lists 25 of these gems, but here are just a few:

  • Dust is a noun turned into a verb meaning either to add or to remove the thing in question. Only the context will tell you which it is. When you dust are you applying dust or removing it? It depends whether you’re dusting the crops or the furniture.
    (Remember Amelia Bedelia?)
  • Off means “deactivated,” as in “to turn off,” but also “activated,” as in “The alarm went off.”
  • Go means “to proceed” but also “give out or fail,” as in “This car could really go until it started to go.”

The point is to be sure to choose your words carefully and eliminate any possibility that the message can be confused by a contronym.