You can never be too rich. You can never be too thin. You can never have too many Facebook Pages for your school? Not quite!
I’ve increasingly been asked this question and while there is no correct answer I would like to weigh in with my opinion. I think you should only have one Facebook Page for your school and here’s why.
Your school’s Facebook Page should be a central part of your inbound marketing strategy. As such, I believe that having one page that serves all of your school’s different constituents is beneficial as you think in terms of your school’s social media “reach.” Let me explain – the power of social media is in the ability of your content to spread exponentially based on your connections. In other words, if you post content it will be shown to your friends which can then be shown to their friends which can then be shown to the friends of your friends. In my opinion it makes sense to have one Facebook Page with the most possible fans which will have your content seen by the most people. If you have multiple Facebook Pages for your school you will dilute your reach because you will dilute the people who would potentially fan your one page.
Put All Your Eggs In One Basket
Another reason I believe it’s important to have one Facebook Page for your school is the ability to have each of your different constituents see the content intended for each audience. I think there is value in alumni seeing information for current students. It’s important for prospective parents to see information intended for current parents. I think the sharing of information is good for your school community and can potential help with branding.
What About The Alumni?
The most common rebuttal I hear to having one Facebook Page for your school is what about the alumni and private information that shouldn’t be available to the public. I think schools initially found that Facebook Groups would serve their purposes but I would argue that schools should use LinkedIn as their private alumni group. The problem with alumni portals are that people don’t want to maintain another log in or account. LinkedIn has established itself as the professional social media network and your alumni are there and will maintain their account. My argument is to tap into those benefits and build your private alumni group through LinkedIn.
Don’t Bite Off More Than You Can Chew
Another argument against having more than one Facebook Page for your school is who will maintain all of those pages. Most schools have limited resources in terms of money and staff and having one Facebook Page for your school allows you to focus what resources you have into one page. I think there is nothing worse than having a Facebook Page that is not an active community – it’s a poor representation of your school and shouldn’t exist in the first place.
While I believe you should only have one Facebook Page for your school I would love to hear your thoughts. Please let me know in the comments section below.