• Facebook is great for businesses and brands to create an online community and generate conversation. For a school or college, it can be another vehicle to provide information to parents, families and students. Upload videos, post events, run polls, ask questions and generally improve communications.
    • The goal in this instance is to create a community for parents and students.
    • Beyond creating a page to engage your community, Facebook advertising has tremendous flexibility, and it could be used to advertise to prospective students and parents fitting the target audience.
    • The tactics should depend on your objectives.
    • Do you have an Open Day coming up? Identify your audience. Is it parents of primary school students looking for secondary school options? You can nail this audience down and more with Facebook advertising. Just make sure again you know how you will measure the success of the campaign. If it is simple exposure, then you can pay for impressions and evaluate it that way. Or send them to a landing page where you get their details for a private VIP tour on OpenDay.
  • Know that Facebook has some more advanced advertising products including remarketing and custom audiences. Remarketing allows you to advertise to parents who have visited your website. Custom Audiences allows you to promote to your email list.