A beginner's guide to Facebook Pages for Non-profits


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A Facebook page is a fantastic way to spread the word about a cause and get supporters to take action. But if you are not using it strategically, less than 20% of the people who have liked your page will actually see your posts. In this workshop, social media training expert Cher Jones will share some proven strategies and tips to help you get your activity showing up in the newsfeeds of your audience, get them sharing your content with their networks and keep them coming back for more.

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A beginner's guide to Facebook Pages for Non-profits

  1. 1. How to attract, engage & retain volunteers & supporters onPart of Socially Active’s Social Media Training for Non-Profits Series - By Cher Jones
  2. 2. Today’s agenda • Why Facebook? • How to: – Create a powerful first impression – Engage your supporters with the right content – Plan & schedule content to keep them interested • Group brainstorm • Final thoughts • Q&Associallyactive.ca
  3. 3. What’s so great about Facebook?sociallyactive.ca
  4. 4. MAKE a great first impressionsociallyactive.ca
  5. 5. Use powerful cover photossociallyactive.ca
  6. 6. Use powerful cover photos (example 2)sociallyactive.ca
  7. 7. Change your cover photo oftensociallyactive.ca
  8. 8. People make cover photos engaging!Important details…• Use pictures that are properly sized 850 x315• Change it regularly• Take advantage of the description area
  9. 9. Don’t forget the rules!Cover photos must not contain:• Price or purchase information, such as "40% off," or "Download it at our website“• Contact information, such as web address, email, mailing address• Calls to action, such as "Get it now" or "Tell your friends.“ or Like or Share requests
  10. 10. Don’t forget to set your username A username will give you afacebook.com/yourorganization address
  11. 11. Complete the “about” sectionsociallyactive.ca
  12. 12. Maximize the (mini) “about” section “The Alzheimers Association 24/7 Helpline provides reliable information and support to all those who need assistance. Call us toll-free anytime day or night at 1.800.272.3900.” Important details… • The about section is limited to 3 lines • Include a call to action and contact details such as ph# or websitesociallyactive.ca
  13. 13. Make your “about” section work for you $$$ sociallyactive.ca
  14. 14. Maximize the expanded “about” sectionsociallyactive.ca
  15. 15. Use an identifiable profile image Important details • People see your profile photo in their news feed • Best size is 180x180 • Be careful when you use logos with small fontsociallyactive.ca
  16. 16. Customize your tabs and the imagessociallyactive.ca
  17. 17. The tab size is 117x74sociallyactive.ca
  18. 18. APPLY what you learned (so far)sociallyactive.ca
  19. 19. Awesome cover photo? ...(well almost)sociallyactive.ca
  20. 20. What would you change?sociallyactive.ca
  21. 21. How would you improve this page area?sociallyactive.ca
  22. 22. What else are visitors looking for? • An overall feel good vibe • Looking for regular activity on the page • In-depth information about the organization • Sharable information about the cause • A sense of what it‘s like to volunteer through pictures and videos • Details about upcoming and past eventssociallyactive.ca
  23. 23. ENGAGE your volunteers & supporterssociallyactive.ca
  24. 24. GOAL: Get into their newsfeeds!
  25. 25. Facebook’s “mission control”: Edgerank
  26. 26. Everyone loves pictures especially Facebook • Always try to upload a picture with each status update (even if you are posting a link)sociallyactive.ca
  27. 27. Ask people to “like” or “comment” • TIP: Just don’t ask it the same way all the time or people will stop noticing the requestsociallyactive.ca
  28. 28. Share information they care aboutsociallyactive.ca
  29. 29. Ask ‘easy to answer’ questionssociallyactive.ca
  30. 30. Bring pop culture to your pagesociallyactive.ca
  31. 31. Go “double-wide” with great picturessociallyactive.ca
  32. 32. Share funny and relevant photossociallyactive.ca
  33. 33. Regularly post calls to actionsociallyactive.ca
  34. 34. Showcase the passion of your teamsociallyactive.ca
  35. 35. Share season/holiday inspired contentsociallyactive.ca
  36. 36. Share your history using milestone postssociallyactive.ca
  37. 37. Don’t just post, be apart of the conversation • Respond to questions, comments and concerns • Like interesting comments • Pay attention to what your visitors like/interact with and share more of it • Ask them to share the page/posts with their network and recommend it to potential volunteerssociallyactive.ca
  38. 38. KNOW what & when to postsociallyactive.ca
  39. 39. Create an editorial calendar with your team • Upcoming events • Meetings • Holidays • Historic Milestones • Important information • Volunteer appreciation • Themessociallyactive.ca
  40. 40. Plan your posts when Facebook is busiestsociallyactive.ca
  41. 41. You can schedule your posts in Facebooksociallyactive.ca
  42. 42. Pin important posts to the top for 7 dayssociallyactive.ca
  43. 43. How many times should you post a day? According to this recent report… “Brands that post one or two times a day see 19% higher interaction rates than those that publish three or more posts.” (Buddy Media Oct 2012)sociallyactive.ca
  44. 44. What content ideas do you have for your page?sociallyactive.ca
  45. 45. Final thoughts • The #1 goal is to get into the newsfeeds • Take advantage of the cover photo but remember the rules • Building a solid Facebook page takes time, planning and effort • People love pictures and so does Facebook • Pay attention to what your visitors love and when they are most active • Don’t just post and forget... Engage!sociallyactive.ca
  46. 46. Questions?sociallyactive.ca
  47. 47. Thank You Do you have questions about social media? We can help you answer them!Visit www.sociallyactive.ca for more information