London

Size of Facebook audience: 11,028 followers as of November 13, 2016

Strategies tested (See all): link to all here and to specific strategies in the following list

• Engage Authentically: Interact like a human.
• Engage Authentically: Host meaningful conversation.

Project lead: Cath Murray is features editor and head of digital for School Week. You can connect with her on LinkedIn.

A primary goal of the Schools Week staff was injecting a human touch into its Facebook persona. Murray said that persona had been described by the paper’s editor as the “strict but caring headmistress.” They got a good response from their audience when they experimented with their voice, as in this slightly snarky post. They also tagged a frequent commenter in a humorous comment, inviting her to the conversation. And readers really responded when they highlighted the effect teachers have on students’ lives.

They also had some good success with posting provocative questions (based on what they knew would get their audience talking). Asking whether a policy is fair, about 10-year-olds learning about university and about problems with a math technique.