Hello everyone! Welcome to Facebook 101 - Non-Profits edition.
Just a little bit about me. I am Stephanie Dickard, a Communications and Marketing Consultant specializing in Social/Content Marketing with Non-Profits. You can find me on Twitter, email me, and visit my blog where this presentation is posted.
So what are we going to talk about today? What is the big deal about Facebook, How to figure out where to be on Social Media…the difference between a Facebook Page and Facebook Groups and how to leverage both outlets… and finally how to begin setting up a page.
Why Facebook? What is the big deal?
Well. The answer is pretty simple: almost everyone is there. There 900 million active users worldwide as of April of this year. There’s tons of activity users are engaged not just with each other, but with applications, and pages too. Facebook is also a large driver of referral traffic to websites… and there are two main reasons for that…
First is… Facebook is mobile ready. So what does that mean? Facebook can be easily seen on any screen size and device. Now your website may not be as compatible across devices. Mobile is where the web is going, and Facebook has to keep up with that to survive – your website should but it is not as crucial. Facebook is following how users interact with the web… here’s some perspective: there are more smart phones brought into this world every day than babies, every. day. Plus mobile users are twice as active meaning they will engage with your page.
Secondly, Facebook fuels your Search Engine Optimization, which is the process of improving the visibility of a website or a web page in a search engine’s un-paid search results. In a nut shell, Google automatically believes the content on Facebook to be exponentially more valuable and reliable than what is on your website. Users are also starting their brand searches on Facebook instead of a search engine.
The top question I’m asked lately is should I create a Facebook Page or Facebook Group? Here’s what you need to know: the basic difference is that a page is your org’s voice—while a group can only be your staff or volunteer with their voice. Pages are public, groups you have privacy options, Pages have analytics and groups do not. You are not able to truly measure if your messages are having an impact. Basically, Pages are used to promote your organization, and Groups are driven by who you serve and what you provide them.
Understanding the difference and purpose of these can be difficult. So I thought I would share a case study about The MAGIC Foundation, one of my clients, who is a national non-profit that provides support services for the families of children with various growth disorders. The org was founded by a group of mothers 23 years ago, their main communication outlets were a print newsletter and pamphlets given to doctors and families… over time they created yahoo groups for Parents covering all their divisions. When Facebook took a giant leap of growth in 2011, also when they created the group’s feature, MAGIC noticed a drop in discussion on Yahoo due to parents making their own Facebook groups. MAGIC knew they had to make a move.
When they made this switch, MAGIC already had a Facebook page but they did not use it. They started their social media strategy last year by creating 18 parent interaction groups, they branded their page, staff as the organization made updates on the Facebook Page… and Staff & Volunteers posted within Facebook groups. Over the past year MAGIC has utilized their page to direct families to the Facebook groups and used the Facebook groups to direct families to their page.So what happened? MAGIC has had 102% growth in Facebook Likes over the past year. Their Groups currently have over 3,500 members across all the groups. Most of all, these were a base for their first awareness day last September, where they reached over 100,000 people.
What does this mean for your org? What this case study shows is that your Facebook Page is your primary presence on Facebook. Groups are secondary. If having a Facebook group makes sense for your mission and services, then create a plan to manage and moderate one, they can be time consuming.
Once you have your page… then what? First develop a strategy, make sure to brand your page, be yourself, and share your organization’s story
It is important to remember that Facebook is not all about numbers, it is more important for your fans to be engaged… but to get started begin with who you know, your friends, your colleagues, add a Facebook icon to you website… but be yourself, be interesting, and likes will follow.
Right Content at the Best Time. I have probably seen ten blog posts just on this topic this past week, when do you post? What do you post? Everything on this slide is consider the best practice… but that may not apply to you. The best advice is to watch what your supportors comment on, share, or like… that will be your best gauge and real data to base your future communications strategy on.
Now, I am going to go over this process quickly.. so we can move on to the individual tutorial and questions. I want to talk individually with all you and help guide you through this process. So what do you need to do to create your Facebook Page?If you don’t have one already, you need to create a personal Facebook Profile.You will have to login, go to facbeook.com/pages/create.phpAnd Follow the screen prompts
First, click the drop down, select NPO
Enter your org name, click the check box, click “get started”
Facebook will provide you with a basic set up tool, here you can add your logo…
Once you do that, click Next
Next you can enter your mission statement and your website. Click Save Info.
Once you’ve hit skip, Facebook will take you through a tour… which can be helpful to find out about all the possibilities with a page.
When you are done with the tour… you have your very own Facebook page! …… awesome right? But.. Wait.
The page looks pretty empty. Doesn’t reflect your organization. What can you do?
Your first step should be updating your information tab. You can find how to edit that page within the Admin Panel – then look to the top right, click edit page, click update info.
You want to fill this out as much as possible. This explains who you are to users, but also search engines. You want to make sure you include your contact information, a website link, your mission, awards… however this part of your profile can be updated at any time, but it is often overlooked and under utilized.
There’s a lot you can do with your page with branding. You should upload a cover image and a profile image…try to have a consistent branding across your website, blog, and social media, it unifies your presence on the web. Now I have examples to share from two of my clients, Wide Angle Youth Media and The MAGIC Foundation…
Now both of these pages are fully branded to match their corresponding website… whether with color, photo or fonts…
But it doesn’t have to be that way. You can use an image from your programs as a cover photo to simply make the page your own.
Now this concludes my presentation, and we will move on to questions and individual tutorials… but here are five takeaways: 1st and foremost: Facebook is a place for your non-profit to share your story. go where your potential supporters and clients are. Facebook should not be your website or your only communication method. Always keep your main communication piece in an environment you can such as your website. Branding and filling out your profile are both very important and often overlooked steps… and most of all: Remember to use your resources to best represent your organization online, whether that is utilizing an intern’s design skills or seeking out volunteers.
Now let’s start with questions and move on to tutorials. I will also give all of you my card, if you think of questions later feel free to drop me an email or tweet
Facebook 101: Maryland Nonprofits Social Media Bootcamp Presentation
About Me• Stephanie Dickard• Communications and Marketing Consultant• Specializes in Social/Content Marketing & Non-profits• Twitter: @stephbaltimore• Email: firstname.lastname@example.org• www.stephbaltimore.com
Outline• Why Facebook?• Picking your Social Media battles• Facebook Pages vs. Facebook Groups • The MAGIC Foundation Case Study• How to setup a Facebook Page• Questions
ABOUT FACEBOOK• There are now more than 900 million active Facebook users, (200 million added just in 2011)• Each week on Facebook more than 3.5 billion pieces of content are shared• There are 2.7 billion likes/comments per day• Facebook accounts for approximately 26% of referral traffic to websites sources: http://thesocialskinny.com/100-social-media-mobile-and-internet-statistics-for-2012/ http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/ http://www.searchenginejournal.com/stats-on-facebook-2012-infographic/40301/
Facebook is mobile ready.• 1.5m mobile devices are entering the world each day. (only 371k babies are born)• Mobile phones projected to be the top device accessing the Web over PCs by 2013 worldwide.• Mobile-only users on Facebook are twice as active on Facebook than non-mobile users.33% of Facebook posts sent via mobile sources: http://static.lukew.com/MobileFirst_LukeW.pdf
Facebook Pages feed SEO Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine’s un-paid search results.• Search Engines (Google, Yahoo, Bing, etc.) scan all Facebook Pages to place in search results• Google values Facebook.com more than your website when displaying search results.• Users are starting their branded searches at the Facebook search box (versus a Google search)• SEO is now about web presence optimization and your activity on social media sources: http://www.gshiftlabs.com/why-facebook-should-be-part-of-your-seo-strategy/
Picking Your Social Media Battles• Who do you serve?• Who are your donors?• Who are your supporters? volunteers?• Where are they online?• Where are your partner organizations online?• Do you have the resources to maintain multiple social media pages?• If not, which ones are the most important to your organization’s mission? A Facebook Page is a good place to start.
Facebook Page vs Facebook Group• Facebook Pages • Facebook Groups • organization’s voice • staff’s and board’s voices • public page • public, private, and hidden • outlet for organization news • space for individuals already connected to your organization • maintaining connections • driven by who you serve and what you provide them • cultivating new supporters • internal communication • event promotion • cross promotion with other pages
Case Study: The MAGIC Foundation The MAGIC Foundation is a national non-profit organization that provides support services for the families of children afflicted with a wide variety of chronic and/or critical disorders, syndromes and diseases that affect a child’s growth.• This organization was founded by a group of moms in 1989• Main communication piece began as print newsletter and pamphlets to families covering all 18 disorder divisions.• MAGIC eventually created parent interaction Yahoo Groups for each division• In 2011, MAGIC saw a drop in discussions in their Yahoo groups, due to parents creating their own Facebook groups. MAGIC had to make a move.
The MAGIC Foundation’s move to Facebook• Already had a Facebook page• Created 18 parent interaction groups in July 2011• Created Facebook Tab Pages linking to the group pages and linked from main website• Staff made organizational updates to main Facebook page• Staff and Volunteers posted within Facebook groups The Results• 102% growth in Facebook Likes over the past year.• Had a grass roots base to launch their first annual awareness day that reached over 100,000 people worldwide• Over 3,500 members total across all groups
So what does this mean for your organization?• Your Facebook Page is your primary presence on Facebook. Groups are secondary.• Pages are for your organization’s voice• Groups are where you serve or have internal communication for projects• If having a Facebook Group makes sense for your mission and services, then create a plan to manage one.• There may be Facebook Groups based on your organization’s interests that you can join to connect with your community or other organizations.
Facebook Tactics Set your strategy to showcase who you are, who you serve, and your organization’s goals.• Develop a strategy for what, when, and how you will post your updates• Brand your Facebook Page with a profile image and cover photo• Add key moments and milestones to Facebook Timeline to showcase your organization’s history.• Share news and articles related to your organization’s mission or focus• Let your Facebook ‘likes’ know that you posted to your blog• Promote your events by creating events as your page
Growing Your Facebook Page Facebook is not all about numbers, it is more important for your fans to be engaged.• Invite your Facebook connections to ‘like’ your page.• Add a Facebook Like button or Facebook Icon link to your website• Announce that you are on Facebook in your e-blasts or annual newsletter• Provide timely, interesting, and visually appealing content to your page• Focus on better content, not how many people ‘like you’• Cross promote by tagging other pages to reach more people.
Right Content at the Best Time. Subject to your Target Market, and best to use Facebook Insights to determine when it is best to post.Top content users share from a Facebook Page:• 1. Video 2. Photo 3. Link 4. Status UpdateBest time to post:• Links sent between 1:00 p.m. and 4:00 p.m. get the most traction• Weekends• Early mornings or later afternoonPost every day
Creating Your Facebook Page• Create a personal Facebook Profile• Login at Facebook.com• Go to: www.facebook.com/pages/create.php• Follow the screen prompts
Be careful when setting your Facebook Web Address. It is next to impossible to changethis. You can skip this step and set it up at a later time.
Components of a Facebook PageBranding• Cover Photo• Profile Image• Facebook Tabs
Takeaways• Facebook is a place for your organization to share your story• When deciding where to go on social media, go where your supporters/clients or potential supporters/clients are.• Facebook should not be your website and your only marketing effort• Branding and filling out your profile is very important and often overlooked• Remember to use your resources to best represent your organization online.