DevEX - reference for building teams, processes, and platforms
Community Foundation of Santa Cruz County Workshop
1. Principles of Using FacebookEffectively for Nonprofits Beth Kanter, The Networked NonprofitJune 16, 2011 Beth Kanter, Visiting ScholarDavid and Lucile Packard FoundationSeptember 16, 2011
2. Agenda Principles of Using Facebook Effectively I 12:30 Break 1:30 Principles of Using Facebook Effectively II 1:45 Closing & Reflection 2:45
8. Facebook.com average user figures and facts: Average user has 130 friends on the site Average user visits the site 40 times per month Average user spends an 23 minutes (23:20 to be precise) on each visit Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month
9. The Principles: Apply on Any Platform 1: Create A Social Culture 2: Identify SMART Objectives3: Measurement first, not last 4: Get Attention First 5: Engage With Your Fans A Few Minutes A Day 6: Reimagine Your Content for Facebook 7: Build Learning Into Your Work Flow
10. Principle 1: Create A Social Culture A social media policy can pave the way for more staff to participate and expand your capacity
11. Sharing control of branding and messaging Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Privacy and Security Issues Flickr photo by avlxyz
30. Steps Get OrganizedAddress ConcernsReview Examples Meet with Your TeamWrite the PolicyRoll Out, Training Revise and Update As Needed http://www.bethkanter.org/trust-control/
33. Facebook Specific: Community Guidelines “Girl Scouts of the USA welcomes interaction, discussion, commentary, questions and criticism but ask that comments are kept relevant and respectful. GSUSA reserves the right to remove comments or ban anyone who violates these guidelines. Personal attacks, inappropriate language, spamming and excessive posting will not be tolerated.”
34. Share Pair: What issues do you need to address in your social media policy? Photo by Franie
35. Principle 2: Use SMART objectives for Facebook that align with your online communications strategy
36. Step 1: Intent – Ask to What End? To engage and build relationships with audience or membersTo provide meaningful content about our campaignsTo build our base of supporters and membersTo support and energize key stakeholders and champions To amplify word of mouth and personal recommendations of our workTo create more dialogue with our donors and granteesTo raise visibility of our work/brand awarenessTo connect with more staff members of our member organizationsGet new ideas and feedback on programs and services Identify and build relationships with influencers, allies & supporters To support our aligned partners by providing content for their campaigns and attention to their work
38. IQ TEST: What objective is SMART? Increase the number of Facebook Fans by 300 by September, 2012 Get more Facebook Fans
39. Examples Results - Communications Strategy Increase website traffic by 25% by November 1, 2012. State Senator Smith responds to call to action with a story about her kids’ health priorities by November 1, 2012 Tactical - Tool Specific Metrics Increase audience connections through Facebook to 1000 by June 1, 2012. Increase comments with fans on Facebook to 3 comments per post by June 30, 2012 Capacity - Content, People, Time, Adoption, Learning, Research Integrate social media across organization staff and departments, by engaging staff in strategy and policy creation by June, 2012
44. Principle 3: Have a measurement strategy on the front-end, not the back-end
45. Pick the Right Metrics Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile MetricReach Metric Engagement MetricAction FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
46. Advocates for Children’s Health Care Coverage Print, Mail, Advertising, MSM, Web Site, Email, Online/Offline Events, Social, Mobile Recruit 1000 fans to Facebook Page by June, 2012 Increase comments per post to 3 by June, 2012 500 active advocates send emails, make phones, post on their FB pages to endorse an issue related to Children’s Healthcare by December, 2012 FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
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50. Principle 4: Understand Ladder of EngagementStart With Getting Attention
51. Ladder of Engagement on Facebook Basedon “Birth of a Super Fan” by Aliza Sherman
54. Get Attention: Custom Landing Tab BrandGlue Study: Custom landing tab will convert visitors to fans at a rate of about 47% versus the wall which is about 26%
55. Share Pair: What are all the ways you can recruit fans?
56. Principle 5: Engage with your fans for a few minutes everyday
61. Share Pair: Brainstorm 8 different types of questions you can ask your fans.
62. Always Be Commenting fast (within 24 hours) many (respond to everyone) often (make commenting core to your Facebook activity). “Facebook is our third biggest referrer of online income. Many people buy tickets on the phone or in person at the venue and say they heard about on Facebook!”
A social media policy is really two documents – one is philosophical and the other operational.(Your social media policy should be developed in tandem with your strategy. Discussing the results of the strategy along with the guidelines is valuable. It is also helpful to look at what other organizations are doing and pick out the elements relevant to your org and goals. There are many examples out there, so there is no reason to start from scratch. But, if you want the policy to truly work, you need a process, especially if your organization is still grappling with fears and concerns.
StepsGet OrganizedAddress ConcernsReview ExamplesMeet with Your TeamWrite the PolicyRoll Out, TrainingRevise and Update As Needed
It is a good idea to have some formal community participation guidelines for the Facebook which are similar to online community guidelines. These can be a brief and simple reminder about civility and respect and deleting in appropriate comments.
Identify the intent of your Facebook Page
That’s the hard part .. You have to put it in context
Some struggle to find an attainable number. Benchmarking comparing your organization’s past performance to itself or doing a formal or informal analysis of peer organizations can help. It also helps to break down your goal into monthly or quarterly benchmarks. This way you have the right expectationhttp://www.flickr.com/photos/busman/1187694919/
Don’t freak out
You’d do the same thing for your “Target Audience” – maybe its families, grassroots consumers, young people – or whoever you’re targeting as the direct consumer of messageYour metrics for attention might be …
Scaffolding by depth of relationship is a familiar framework for many nonprofits – whether it is donors or activists have tactics that move people up the ”Ladder of Engagement.” This is how it plays out on Facebook – you want to get people to move from “passive attention” to “loving” you Facebook so they will tell other people about your work.Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/
The ideal ratio of peoples’ comments to your responses is one-to-one. The exception is when there are many comments that are generic such as “Nice!” “Cool!” or “Love it!” Each of these doesn’t require a response, but when comments are more individualistic, jump in and comment back. People want to know that you’re reading your Wall and reacting to comments, so the three keys of commenting are: fast (within 24 hours); many (respond to everyone); and often (make commenting core to your Facebook activity). This is a lot of work, but enchanting people is a lot of work—otherwise more people and companies would be enchantin
WorkFlowWho will set up your dashboard?Who will read the the feeds?Who will summarize the findings and share with others on staff?If you're working an intern, will they be empowered to respond to comments?If you are going to do the work yourself, how will you integrate listening in your routine?
