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How to Recruit for Israel Programs Using Facebook
 

How to Recruit for Israel Programs Using Facebook

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A detailed overview of tactics and strategies to reach young adults on Facebook using page and newsfeed optimization. While this presentation is specifically about recruiting for Israel programs, it ...

A detailed overview of tactics and strategies to reach young adults on Facebook using page and newsfeed optimization. While this presentation is specifically about recruiting for Israel programs, it is relevant for any organization that is trying to get more traction with their target audience on Facebook.

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    How to Recruit for Israel Programs Using Facebook How to Recruit for Israel Programs Using Facebook Presentation Transcript

    • RECRUITING FORISRAEL PROGRAMS ON
    • BEGINNERS
    • Be where your audience is
    • …and this is as of 2009
    • Facebook increases ambient awareness
    • People have profiles, organizations have pages
    • Before you create a page
    • • Are you prepared to keep your page up-to-date?• Who will manage your page?• Are you creating a page for your organization or your program?
    • Creating a page
    • Choose the best name for your page
    • masa israel jounrey -- ISRAEL PROGRAMS
    • Masa Israel Journey
    • Masa Israel JourneyYou can change your page title until you have25 fans
    • Page Setup
    • http://www.facebook.com/pages/Krav-Maga-Israel/218228791521528 http://www.facebook.com/KravMagaIsrael
    •  Be smart with your use of imagesUsing your cover photo to your brand more of apresence on your page
    • Company Overview
    • Pre-populate content
    • Get your first ‘likes’
    • c
    • Questions?
    • “So, how do I recruit for my programon Facebook?”
    • “So, how do I recruit for my programon Facebook?”You don’t. Facebook is a tool to increaseawareness—at least at first
    • First, build a solid foundation of informationand activity on your page
    • Content
    • Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
    • “Ok. So where do I get all this content to post?”
    • “Ok. So where do I get all this content to post?”You have more content than you realize
    • You can post: Photo albums for unique events Weekly schedule Video interviews/day in the life Participant photos Blog posts News related to topics your program covers Updates about what your participants aredoing at any given time Links to events/resources that yourparticipants and alumni might be interested in
    • You can post (con’d): Polls/questions about Israel or topics relatedto your program Spotlights of volunteer/internship placements Photo essay by participant Candid videos of participants on the program(volunteering, on hikes, performing, etc) Pictures of apartments/accomodations Announcements for your participants Spotlights on what your alumni are doing
    • Featuring Posts
    • Engage your audience
    •  RememberYou are competing for attention withpeople’s actual friends
    • Why does this matter?
    • As a matter of fact… Source: http://brandglue.com/news-feed-optimization/
    • AND… Source: http://brandglue.com/news-feed-optimization/
    • How Facebook decides what to show
    • Looks complicated?
    • It’s simple.
    • ue : Affinity scoreHow many times an individual has clicked onor interacted with your content
    •  Goal: Increase your affinity scoreGet as many of your fans to interact with youas possible
    • Ask your fans to ‘like’ posts for a fun reason
    • Ask relevant questions
    • Always respond to comments
    • You can also “like” comments to add activity(but don’t over-do it)
    • UPDATE: Tagging other pages is less effectiveFacebook sometimes clumps tagged poststogether so they are less valuable. BUT,sometimes these posts are featured.
    • we : Content WeightFacebook’s preference of posting certain typesof content more than others +How many interactions the content gets
    • we : Content WeightFacebook’s preference of posting certaintypes of content more than others +How many interactions the content gets
    • Remember this?Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
    • Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
    • Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
    • Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
    • Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
    • Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
    • Types of content:Text status updatesLinksPicturesVideosEventsPolls/questions
    • Posts between 100 and 250 characters (lessthan 3 lines of text) see about 60% more likes,comments and shares than longer posts.
    • Posts including a photo album, picture or videogenerate about 180%, 120%, and 100% moreengagement than the average post,respectively
    • we : Content WeightFacebook’s preference of posting certain typesof content more than others +How many interactions the content gets
    •  Goal: More activity around your contentThe more likes and comments a piece ofcontent has, the more Facebook will show it.
    • de : RecencyHow recently the content was posted
    • Content “expires” in 1-2 days.
    •  Goal: Post FrequentlyIf you don’t post at least a few times a week,not many people will see your content.
    • RECAP:The number of times Facebook will show yourcontent equals: {AFFINITY} x {ACTIVITY+CONTENT TYPE} x {TIME DECAY}
    • Recruiting on Facebook
    • You can post: Updates about dates and pricing Information about new tracks Unique selling points Participant testimonials (written/video) Press about your program Materials your participants create (business plans,guidebooks, events) The link to your program application Answers to FAQs Application deadline reminders Milestones in the history of the program
    • Examples
    • Program Activity
    • Recruiting
    • Encourage people to contact you through thenew “message” function - now people cancommunicate privately and directly with pages.
    • A few more things…
    • Facebook Ads
    • Share your page outside of Facebook
    • Image links
    • Like boxes http://developers.facebook.com/docs/reference/plugins/like-box/
    • Email signatures
    • Email newsletters
    • Printed materials
    • See the impact
    • Look at your page insights to seewhat is successful
    • Use the analytics of your website to see howmany people Facebook sends to your website
    •  Takeaway: Put in the timeTry to have someone from your program devoteat least a few minutes a day posting contentand interacting on Facebook.
    • Questions?
    • Thank You! Miranda BogenDirector of Communications Masa Israel Journey (212) 339-6976 mirandab@masaisrael.org @masaisrael