Facebook: Getting On
by Alnisa Allgood on Oct 07, 2009
- 2,996 views
The Whys and Hows of a Nonprofit Facebook Page. Everyone's talking about it. But you don't understand. Why should your nonprofit be on Facebook and how should you go about doing it. This discussion and...
The Whys and Hows of a Nonprofit Facebook Page. Everyone's talking about it. But you don't understand. Why should your nonprofit be on Facebook and how should you go about doing it. This discussion and presentation will get you up to speed. Part 1 of 3 part series.
Audio recreated 2 weeks after workshop. Sorry! Not as engaging as the original.
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phuongtuan
(a) Why Use Facebook?
• what is Facebook
• what purpose can it serve
(b) Why Use a Facebook Page (Fan Page/Nonprofit Page)
• what about groups
• what about profiles
• what about causes
(c) How to Set-up a Facebook Page
• what's your purpose
• what are your goals
(d) What to do/expect
From radio to television to journalism; from government to education and to the nonprofit/service sectors; the chaos and acclimation is happening rapidly and we're in the midst. Sure you want to 'batten down the hatches', but now is the time to stay open and explore what works and what could be beneficial, because the changes aren't over.
From blogs, podcasts, message boards, micro-blogging, lifestreams, etc. people are no longer waitin for organizations to organize them. They are communicating, collaborating, and contributing amongst themselves. And Facebook is just one medium for organizations to enter into the world where the conversations are happening.
Facebook is the tool, it can provide you the building blocks to grow your core audience, create new networks for communication, and allow you to interact with individuals your organization has possible never had access to.
Your website is vital in many ways—an introduction to your organization, your organization’s service, campaigns, fundraising, etc. People expect to find information about your organization on the web, and you can control that information with a web page.
Your website is the ideal place to collect and cultivate, but your outreach is just a tad limited.
With over 300 million users, of which over 120 million of log-in to the site daily; the audience available via Facebook is the largest potential audience your organization may ever have access to.
While college and just out of college age is still the largest demographic, the growth of the 35-54yr old population is rapid, and the over 55 crowd has been hitting record highs.
Your website is vital in many ways—an introduction to your organization, your organization’s service, campaigns, fundraising, etc. People expect to find information about your organization on the web, and you can control that information with a web page.
Your website is the ideal place to collect and cultivate, but your outreach is just a tad limited.
With over 300 million users, of which over 120 million of log-in to the site daily; the audience available via Facebook is the largest potential audience your organization may ever have access to.
While college and just out of college age is still the largest demographic, the growth of the 35-54yr old population is rapid, and the over 55 crowd has been hitting record highs.
Your website is vital in many ways—an introduction to your organization, your organization’s service, campaigns, fundraising, etc. People expect to find information about your organization on the web, and you can control that information with a web page.
Your website is the ideal place to collect and cultivate, but your outreach is just a tad limited.
With over 300 million users, of which over 120 million of log-in to the site daily; the audience available via Facebook is the largest potential audience your organization may ever have access to.
While college and just out of college age is still the largest demographic, the growth of the 35-54yr old population is rapid, and the over 55 crowd has been hitting record highs.
Your website is vital in many ways—an introduction to your organization, your organization’s service, campaigns, fundraising, etc. People expect to find information about your organization on the web, and you can control that information with a web page.
Your website is the ideal place to collect and cultivate, but your outreach is just a tad limited.
With over 300 million users, of which over 120 million of log-in to the site daily; the audience available via Facebook is the largest potential audience your organization may ever have access to.
While college and just out of college age is still the largest demographic, the growth of the 35-54yr old population is rapid, and the over 55 crowd has been hitting record highs.
Facebook is not a benediction. It will not save your organization or provide your with miraculous amounts of funds. Lets ponder that a moment.
Facebook can be incredibly beneficial to your organization, but it will require effort and a little hardwork. And this will be aided if you have an idea or strategy or at the very least some goals you wish to accomplish.
We want you on Facebook, but we don't and you don't need another abandoned house.
For example, I could say I want 500 fans. If I'm a small local nonprofit, that goal would be unreasonable if I gave myself a 2 month time limit, but maybe accomplished if I gave myself a one or two year time frame. Remember, the type of organization you are can be of help or hinderance as well. Animals and children track well, as well as longterm social justice issues like—clean water, hunger, poverty, child abuse, or even domestic violence. But your neighborhood outreach program target runaway and throw-away youth to use clean needles and reduce HIV infection, may require a bit more effort, and a lot of natural enthusiasm.
For example, I could say I want 500 fans. If I'm a small local nonprofit, that goal would be unreasonable if I gave myself a 2 month time limit, but maybe accomplished if I gave myself a one or two year time frame. Remember, the type of organization you are can be of help or hinderance as well. Animals and children track well, as well as longterm social justice issues like—clean water, hunger, poverty, child abuse, or even domestic violence. But your neighborhood outreach program target runaway and throw-away youth to use clean needles and reduce HIV infection, may require a bit more effort, and a lot of natural enthusiasm.
For example, I could say I want 500 fans. If I'm a small local nonprofit, that goal would be unreasonable if I gave myself a 2 month time limit, but maybe accomplished if I gave myself a one or two year time frame. Remember, the type of organization you are can be of help or hinderance as well. Animals and children track well, as well as longterm social justice issues like—clean water, hunger, poverty, child abuse, or even domestic violence. But your neighborhood outreach program target runaway and throw-away youth to use clean needles and reduce HIV infection, may require a bit more effort, and a lot of natural enthusiasm.
For example, I could say I want 500 fans. If I'm a small local nonprofit, that goal would be unreasonable if I gave myself a 2 month time limit, but maybe accomplished if I gave myself a one or two year time frame. Remember, the type of organization you are can be of help or hinderance as well. Animals and children track well, as well as longterm social justice issues like—clean water, hunger, poverty, child abuse, or even domestic violence. But your neighborhood outreach program target runaway and throw-away youth to use clean needles and reduce HIV infection, may require a bit more effort, and a lot of natural enthusiasm.
For example, I could say I want 500 fans. If I'm a small local nonprofit, that goal would be unreasonable if I gave myself a 2 month time limit, but maybe accomplished if I gave myself a one or two year time frame. Remember, the type of organization you are can be of help or hinderance as well. Animals and children track well, as well as longterm social justice issues like—clean water, hunger, poverty, child abuse, or even domestic violence. But your neighborhood outreach program target runaway and throw-away youth to use clean needles and reduce HIV infection, may require a bit more effort, and a lot of natural enthusiasm.
We'll discuss content a little more later, under the set-up section. But I can't emphasize enough, to expect the unexpected. Your fans maybe far removed from your traditional audience, so don't expect to treat them the same. Be open, be enthusiastic, become an explorer. If you absolutely, just can't be then don't create a Fan Page or identify secondary administrators as rapidly as possible, and let them handle ongoing communications for you.
This can and will create a dichotomy between your conversations and your organizations communications, but that's not always bad. Ideally, they would have started to diverge over the first few months anyway. If not, then you're probably doing it wrong.
Let's remove two from your immediate consideration. Profiles are personal, always!!! Some organizations do use personal profiles for their organization, but the risk is that if someone flags your profile or Facebook somehow comes across it, its a clear violation of the terms of service and can be deleted. Which means all your energy and effort would have to be rebuilt. So you can have your profile, other staff and volunteers can have theirs, but don't turn those into your organizations profile. Use a page.
Causes, causes compliment a Page, Group, or Activity. They're not so much an either or, as oppose to a should I add.
Keep your page name short and accurate, can't change after you create it
There is a day or two lag for it shows up in search
Content is lifeblood of your page
Start with information tab: be complete, accurate, and honest
Fan Page backend is like a cms and if you know a little HTML you can do some spiffy stuff
Not all applications are optimized for pages, visit the app page to check
All pages require ADMIN - designated FB profile - for security reasons because they want a real person
Admin are not public - add multiple admins - invite by email or FB - always have multiples as a precaution so you don't loose access to the page. Standard best practice
Wall Tab - accuracy updates of information. "Write Something" lets you post rich content"
More interactive content is better - the Wall is a history of interactive
Worst thing you can do with a page is dump an RSS feed into the Page - won't be as successful
When you make updates to the Page, it appears in the streams of your fans or people who have joined your page. This is very powerful viral marketing
When you start to write in the "write something" you get options to add links, photos, videos - post things that are beyond promotion content. Be interactive, make it interesting, provide behind the scenes content. Incorporate events into your page. "Exclusive content is good"
Shed the tradition PR schtick content and make it real.
Red Cross Fan Page is a great example. So is One Campaign and Stanford University.
Lexicon on Facebook lets you track words and phrases
Don't make it a painful job, make it a job that you enjoy.
Also remember to respond to comments. This lets people know your engaged, listening to them, and willing to communicate with them.