Reach: 115. Likes: 2. How is this possible when we have 4,500 followers?
I totally feel your level of frustration. Hello I'm tweeting, is anyone listening?
It's a common feeling. With Facebook's organic reach dwindling and the life of a tweet lasting about 24 minutes, it's easy to feel discouraged about social media campaigns. And in reality, the more reliant Facebook becomes on advertising, the less and less your posts are going to be seen organically.
But, the popularity of social media is still steadily on the rise, meaning you can't just throw the towel in because you're not getting as many retweets and shares, as you'd like. (Or frankly, as many as you deserve.)
There is one way we can (almost) guarantee your posts get seen and will have a longer life: turn your social media feeds into an integral piece of your website design and content. Not only will your social media campaigns get a some well deserved attention, but they'll also provide a new inside look at what's happening on campus.
Here are some best practices for putting social media on your website.
Make it Interactive
Website users like to interact — literally — with your website. Placing your social media posts and profiles in an interactive website element will mirror the interactive feel of social media.
Put it in a Mash Up
Like Westtown School's "Our 'Town" section on the homepage, social media mash ups provide all your social media posts in a fun overview.
While we think that sharing social right on your homepage is a great idea, if you're going for that clean look, give social media its own designated area on your site, just be sure it's easy to find — like this parallax scrolling mash up from The Fenn School — which can be navigated to from any page from the footer.
Weekly Social Media Planner
Make it a Focal Point
The personality of your school community doesn't live on your website the same way it lives on your social pages. Photos shared using hashtags, live tweeting for sports events, and Facebook comments made by community members on a particular post all extremely crucial pieces to informing prospective families what life is like at your school — far beyond the words of your marketing team. Making it the focal point of your homepage means you'll always have new content in the forefront that natural shares your school's community and culture.
We love the social element on the Presbyterian School of Houston's homepage, which combines the latest posts from Instagram, Twitter, Facebook and their blog.
Place it in a Portal
Private online communities are a great place to embed streams of Facebook, Twitter and Instagram posts. Sharing social feeds in your Portals means that you can target your messaging using hashtags and pages specific to certain groups — like alumni.
Remember to update your content.
When you connect your social pages to your web design, they are no longer separate entities — meaning the effectiveness of your website depends on the effectiveness of your social media. Don't go months without posting, allowing content to go stale. Keep it fresh and keep it fun!
An easy way to ensure there is always new content is to embed a stream using a particular hashtag related to your school, which will bring in content posted by you, your faculty and students alike.