Nonprofit Facebook Primer

Nonprofit Facebook Primer Richie Escovedo

People are interested in interacting with social network friends, not marketers... ...maybe

but consider this... May/09 survey — 52% of social network users had become a fan or follower of a company or brand, while 46% had said something good about a brand or company on a social networking site — double the % who had said something negative (23%). http://www.emarketer.com/Article.aspx?R=1007252

Facebook has the market Facebook surpassed MySpace as the leading social network in the US and leads market share of US social networking site visits. Sept/09 data — 59% of all social network category visits were at Facebook, compared with just over 30% for second-place MySpace. http://www.emarketer.com/Article.aspx?R=1007351&N=701&No=43&

well hello

Fan Pages and Groups parts and sections - profile images Full size when viewing 'Wall' & 'Info' tabs Tip: Profile images 200px wide by 600px tall leverage more screen real estate

Fan Pages and Groups parts and sections - side boxes Tagline, basic information, your fans/members and other content

Fan Pages and Groups parts and sections - title & tabs Title, 'Become a Fan' or 'Join Group' link, and Tabs Note: Facebook fan pages and groups have 'Wall' and 'Info' tabs on left. Other tabs can be adjusted/modified.

Fan Pages and Groups parts and sections - wall You decide how the wall shows updates - just you, just your fans, or you AND your fans Groups similar for members through customizations

Fan Pages and Groups parts and sections - advertisements Targeted ads - how Facebook makes its $ Tip: You will likely see fake ads for your page to get you to create your own

Fan Pages and Groups parts and sections - publishing content Where interactions happen Note: You determine what your fans can/cannot publish. A variety of content possible from text to complex stuff.

Fan Pages and Groups parts and sections - additional navigation & applications smaller logo/image 50px by 50px icon beyond rigid 'Wall' and 'Info' comes customizations like photos, videos, calendars, discussion boards plus your own created content no applications for Groups

Groups parts and sections While similar in look to Fan Pages, Groups have their pros and cons. Let's compare...

Facebook Groups advantages/disadvantages allow for bulk event invites now look more like pages slightly easier to set up and manage total control over who becomes members only visible to Facebook users no extra applications added to them require regular visits to use the messaging feature

Facebook Fan Pages advantages/disadvantages updates show in the fan news feeds visible to users not registered with Facebook content visible before they become a fan allows for custom Facebook usernames add custom applications and rich content visitor stats (Insights) to track visitors and interactions

Facebook Experiences Amphibian Stage Productions http://www.facebook.com/pages/Amphibian-Stage-Productions/62320864644

Facebook Experiences Trinity Habitat for Humanity http://www.facebook.com/TrinityHabitat

Communication & Personality Facebook can simplify communication efforts. Not really simplified, rather a complex juggling and balancing of many opportunities. But you can be efficient. http://www.flickr.com/photos/rveldwijk/2907506894/

Communication & Personality Efficiencies built into applications Causes RSS Feeds Polls Twitter YouTube channel Photos Slideshows free & paid etc. http://www.facebook.com/ apps/directory.php http://www.flickr.com/photos/silvertje/3582297307/

Communication & Personality Think about language use and having a voice. Be real with people.

Communication & Personality Watch other nonprofits and their campaigns and online efforts. Can you copy/remix efforts to meet your objectives? http://www.flickr.com/photos/mommypants/319568014/

Communication & Personality Create an as-it-happens archive and interactive story. http://www.flickr.com/photos/craigstephen/2559705249/

Communication & Personality "...businesses across the world haven't realized that personality could be their greatest asset." from *Personality not included by Rohit Bhargava

Customer Service & Volunteer Development Why do people use social networks like Facebook to spout off? Because it's easy. http://www.flickr.com/photos/anniebee/3103987824/

Customer Service & Volunteer Development Wall posts provide you with a proactive way to track down customer service problems, correct mistakes, and learn from them http://www.flickr.com/photos/mslivenletlive/318572306/

Customer Service & Volunteer Development create events post updates for volunteers share photos and videos acknowledge volunteers http://www.facebook.com/TrinityHabitat

Donor Cultivation Donors in the social web will come to your organization with the expectation of being full partners in your work, not just an ATM machine to be tapped when cash is needed Peter Dietz, founder of Social Actions May 2009, paraphrased

You are not going to be able to please everyone, but everyone should see that you aim to please.

Facebook Measurement Points Fan Page Insights | pay closer attention Fans Who Interact With Organization Interactions Interactions Per Post Post Quality Posts Discussion Posts Mentions

Facebook Measurement Points Fan Page Insights | pay closer attention All Fans of Organization Total Fans/Unsubscribed Fans New/Removed Fans Top Countries Demographics Page Views Unsubscribes/Resubscribes Media Consumption

Facebook Measurement Points social bottom line community growth relationships social results What's the value of relationships? Cultivation

Facebook Measurement Points sharing, likes, Badges are a great way to get those loyal fans to drive traffic (and more fans) to your page. http://www.facebook.com/facebook-widgets/index.php

Sources http://www.emarketer.com/Article.aspx?R=1007351&N=701&No=43& http://www.emarketer.com/Article.aspx?R=1007252 http://brucemarler.com/facebook-fan-page-vs-facebook-group/ http://www.silversquareinc.com/blog/2009/11/facebook-fan-pages-are-better-than-groups/ http://sproutinc.com/2009/09/dissecting-a-facebook-fan-page/ http://www.timdavies.org.uk/2008/02/18/facebook-groups-vs-facebook-pages/ http://my.socialactions.com/profiles/blogs/time-and-social-action http://beth.typepad.com/beths_blog/2009/08/four-things-i-learned-from-nten-ask-expert-with- joe-green-from-causes-and-one-thing-i-didnt.html http://apps.facebook.com/causes/friends/causes http://www.facebook.com/note.php?note_id=43952236636 http://www.socialmeteor.com/2009/03/17/twitter-facebook-power-proactive-customer-service/ http://www.radicaltrust.ca/2008/09/25/best-practices-for-facebook-fan-pages-user-types/ http://www.allfacebook.com/2009/09/how-to-monitor-your-facebook-page-insights-to-improve- content/ http://www.slideshare.net/eschipul/social-media-for-non-profits-tapping-into-the-motivations-of- the-people-to-change-the-world-around-us http://ustandout.com/facebook/fans-promote-facebook-page-fan-badges

Questions and/or compliments?

Contact Richie Escovedo http://nextcommunications.blogspot.com/ richie.escovedo [at] gmail.com http://twitter.com/vedo http://www.linkedin.com/in/rescovedo

Nonprofit Facebook Primer Richie Escovedo

Nonprofit Facebook Primer

by Richie Escovedo on Dec 04, 2009

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Nonprofit Facebook Primer — Presentation Transcript

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