Facebook is often used by higher education institutions to increase engagement with the campus population and larger community. Facebook page administrators must successfully navigate Facebook's News Feed algorithm to have content reach the largest possible audience. This algorithm uses different measures of audience interaction when determining how "engaging" a post is, rewarding the more engaging posts by increasing the likelihood that they will show up in a fan's News Feed. This paper will explore the process taken by Coastal Carolina University's Kimbel Library to re-develop our content strategy in order to increase engagement on our Facebook page. The authors recommend developing a content strategy that addresses the goals and outcomes of having a Facebook presence, the needs and characteristics of the target population, various themes to be used when creating Facebook posts, and logistics for content creators and scheduling.
Bacon, Scott and Foster, Amanda, "Using Facebook to Engage Stakeholders: Developing a Content Strategy to Meet Dynamic Social Media Challenges" (2013). Library Faculty Publications. 2.