5 Mistakes Education Marketers Make on Social Media (and what to do instead!)
09 March 2015
→ Dana Truby, Director of Social Media, MDR
Not getting enough likes and shares on your company’s Facebook page? These mistakes might be the reason why! Here’s how to turn it around and increase your engagement on social media with educators.
Mistake 1: Every tweet & post you do highlights one of your company’s products or services.
Ask yourself: WHY should educators follow your Facebook page or Twitter feed? What’s in it for them? What are they gaining? Social media shouldn’t be a one-way conversation. Don’t just post about your products, post news, research, ideas, and humor that are of interest to your audience. Look at it this way—If social media is a party, you don’t want to be that party guest who only talks about himself. Makes sure your content is useful and relevant to your audience and FUN to read and watch your engagement soar. The more your readers like, comment, and share your content, the more likely they are to see posts about your brand in their feed and respond to them.
Mistake 2: You only post Monday to Friday from 9-5.
The time you are LEAST likely to reach educators is during the school day! Teachers are on the go. Plus, many schools block Facebook entirely. Try posting late evenings and weekends more often. And don’t worry about school breaks! Social media use among educators goes UP over holidays.
Mistake 3: You post to several social media channels simultaneously.
Each channel has its own style. Tweets don’t work on Facebook. Facebook posts don’t work on Twitter. Know your channels. The education community is different on Twitter, for example then it is on Tumblr or Facebook. Customize your posts to fit.
Mistake 4: Your posts are filled with business lingo and ed tech industry buzzwords.
Skip the jargon. There is huge gap between ed industry language and educator language. Educators aren’t looking for “common-core aligned differentiated STEM solutions.” They are looking for “cool ways to get students excited about math and science.” Your tone should be smart, informal and always, always on the side of educators. Instead of talking about what your product does, talk about what teachers and students can do with it!
Mistake 5: You’re not listening to your followers!
Social media is an unprecedented opportunity to learn and influence how people see your brand. Listen and respond to comments. Use your channels to crowd-source ideas. Ask questions, ask for feedback. Think of your Facebook followers as your 24-hour focus group.
If your social media isn’t reaching the educators you want to reach, consider partnering with MDR’s educator community WeAreTeachers. WeAreTeachers averages over 50 million impressions every month on our social media channels. Contact your MDR rep to learn about Social Share so you can get guaranteed impressions.
Dana Truby is the Director of Social Media for WeAreTeachers and MDR. In one year with WeAreTeachers, she grew the Facebook channel by over 950% and established successful WeAreTeachers channels on Tumblr and Buzzfeed. She launched the WeAreParents brand, which now has 70,000 Facebook fans. In addition to WeAreTeachers, Dana and the MDR team handle social media campaigns for major education and non-profit campaigns, such as UNICEF Trick-or-Treat, NFPA Fire Prevention, No Kid Hungry, and the Presidential Youth Fitness Program. Previously, Dana spent ten years at Scholastic, where she was the Editorial Director for Professional Media.